Question 1

Figure 11-7
-Companies can employ several different branding strategies.In Figure 11-7 above,"A" represents a __________ strategy.

Accepted Answer

A)  retailer branding 
B)  multiproduct branding 
C)  multibranding 
D)  private branding 
E)  mixed branding 
A)  retailer branding 
B)  multiproduct branding 
C)  multibranding 
D)  private branding 
E)  mixed branding

Question 2

Warranties that have no limits of noncoverage are called __________ warranties.

Accepted Answer

A)  guaranteed 
B)  full 
C)  implied 
D)  coverage 
E)  express 
A)  guaranteed 
B)  full 
C)  implied 
D)  coverage 
E)  express

Question 3

Kellogg's changed the name of its Heartwise cereal to Fiberwise MOST likely to __________.

Accepted Answer

A)  respond to a changing public interest from heart to intestinal health issues 
B)  convey a stronger product image, since "heart" implied sentimentality and "fiber" implied strength 
C)  comply with Food and Drug Administration guidelines on the use of the word "heart" in food brand names 
D)  avoid a lawsuit by the makers of Heartwise Organic Cereal because they claimed the names and benefits were too similar 
E)  complement its new line of breakfast fiber bars 
A)  respond to a changing public interest from heart to intestinal health issues 
B)  convey a stronger product image, since "heart" implied sentimentality and "fiber" implied strength 
C)  comply with Food and Drug Administration guidelines on the use of the word "heart" in food brand names 
D)  avoid a lawsuit by the makers of Heartwise Organic Cereal because they claimed the names and benefits were too similar 
E)  complement its new line of breakfast fiber bars

Question 4

organization's use of a name,phrase,design,symbol,or combination of these to identify its products and distinguish them from those of competitors is referred to as __________.

Accepted Answer

A)  a label 
B)  branding 
C)  a trademark 
D)  a brand name 
E)  a trade name 
A)  a label 
B)  branding 
C)  a trademark 
D)  a brand name 
E)  a trade name

Question 5

Which of the following products would have a fashion product life cycle curve?

Accepted Answer

A)  parabolic skis 
B)  personal flotation devices 
C)  razor blades 
D)  high-top sneakers 
E)  hockey helmets 
A)  parabolic skis 
B)  personal flotation devices 
C)  razor blades 
D)  high-top sneakers 
E)  hockey helmets

Question 6

identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use,thereby preventing others from using it,is referred to as a __________.

Accepted Answer

A)  brand name 
B)  copyright 
C)  trademark 
D)  label 
E)  trade name 
A)  brand name 
B)  copyright 
C)  trademark 
D)  label 
E)  trade name

Question 7

Which of the following statements about the decline stage of the product life cycle is MOST accurate?

Accepted Answer

A)  Ironically, in the decline stage, sales decline even though profits increase. 
B)  A product always enters the decline stage as the result a major product flaw or marketing misstep. 
C)  A major reason that a firm's product enters the decline stage is as a result of a change in the marketing environment. 
D)  The only real step that can be taken to avoid the decline stage and ultimately extinction is to increase marketing expenditures as soon as the product enters its maturity stage. 
E)  Service industries are exempt from the decline stage because of their intangible nature. 
A)  Ironically, in the decline stage, sales decline even though profits increase. 
B)  A product always enters the decline stage as the result a major product flaw or marketing misstep. 
C)  A major reason that a firm's product enters the decline stage is as a result of a change in the marketing environment. 
D)  The only real step that can be taken to avoid the decline stage and ultimately extinction is to increase marketing expenditures as soon as the product enters its maturity stage. 
E)  Service industries are exempt from the decline stage because of their intangible nature.

Question 8

the Floral Council,a trade association of flower shop retailers,advertises that giving flowers is a thoughtful and appreciated gift for any occasion,it is trying to stimulate __________ demand.

Accepted Answer

A)  selective 
B)  primary 
C)  derived 
D)  generic 
E)  secondary 
A)  selective 
B)  primary 
C)  derived 
D)  generic 
E)  secondary

Question 9

Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity."A" represents the fourth and last step,which is to __________.

Accepted Answer

A)  elicit the proper consumer responses to a brand's identity and meaning 
B)  develop positive brand awareness 
C)  reward loyal customer behavior 
D)  establish a brand's meaning in the minds of consumers 
E)  create a consumer-brand connection 
A)  elicit the proper consumer responses to a brand's identity and meaning 
B)  develop positive brand awareness 
C)  reward loyal customer behavior 
D)  establish a brand's meaning in the minds of consumers 
E)  create a consumer-brand connection

Question 10

selecting a brand name,it should (1)suggest product benefits; (2)be memorable,distinctive and positive; (3)fit the company or product image; (4)__________; and (5)be simple and emotional.

Accepted Answer

A)  never have a humorous connotation 
B)  be easy to spell and pronounce 
C)  be patented 
D)  not be easily imitated 
E)  have no legal or regulatory restrictions 
A)  never have a humorous connotation 
B)  be easy to spell and pronounce 
C)  be patented 
D)  not be easily imitated 
E)  have no legal or regulatory restrictions

Question 11

long is a product life cycle? What determines its length?

Accepted Answer

There is no set time that a product take

Question 12

Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity.The third step is to elicit the proper consumer responses to a brand's identity and meaning.This step consists of two dimensions,"B" and "C," which stand for __________ and __________.

Accepted Answer

A)  brand identity; brand emotion 
B)  brand performance; brand imagery 
C)  consumer judgments; consumer feelings 
D)  brand awareness; consumer-brand connection 
E)  consumer feelings; brand imagery 
A)  brand identity; brand emotion 
B)  brand performance; brand imagery 
C)  consumer judgments; consumer feelings 
D)  brand awareness; consumer-brand connection 
E)  consumer feelings; brand imagery

Question 13

Which of the following occurs during the decline stage of the product life cycle?

Accepted Answer

A)  Sales decrease substantially. 
B)  Flanking product lines are added. 
C)  The product becomes less vulnerable to changes in the marketing environment. 
D)  Promotional support is increased. 
E)  Competition becomes intense as more competitors enter the market. 
A)  Sales decrease substantially. 
B)  Flanking product lines are added. 
C)  The product becomes less vulnerable to changes in the marketing environment. 
D)  Promotional support is increased. 
E)  Competition becomes intense as more competitors enter the market.

Question 14

Rose went shopping for a new purse,she thought she had found a real value-a Gucci purse for about 50% of what she was planning to pay.When she looked more closely,she noticed that the purse was identical to a Gucci but was not manufactured by Gucci.This was most likely an example of __________.

Accepted Answer

A)  product counterfeiting 
B)  brand licensing 
C)  co-branding 
D)  brand imitation 
E)  re-manufacturing 
A)  product counterfeiting 
B)  brand licensing 
C)  co-branding 
D)  brand imitation 
E)  re-manufacturing

Question 15

__________ is a brand strategy designed to counteract or confront competitors' brands.

Accepted Answer

A)  co-brand 
B)  private brand 
C)  fighting brand 
D)  brand extension 
E)  subbrand 
A)  co-brand 
B)  private brand 
C)  fighting brand 
D)  brand extension 
E)  subbrand

Question 16

Among teenagers Pez has a __________ percent awareness level.

Accepted Answer

A)  50% 
B)  60% 
C)  75% 
D)  89% 
E)  98% 
A)  50% 
B)  60% 
C)  75% 
D)  89% 
E)  98%

Question 17

Which stage in the product life cycle is characterized by a rapid increase in sales and the appearance of competitors?

Accepted Answer

A)  introduction 
B)  growth 
C)  maturity 
D)  decline 
E)  accelerated development 
A)  introduction 
B)  growth 
C)  maturity 
D)  decline 
E)  accelerated development

Question 18

Huggies Photo
-Consider the Huggies photo above.Equity in the Huggies family brand name has allowed Kimberley-Clark to successfully use __________ to leverage the strong Huggies brand equity among mothers when it introduced a full line of baby and toddler toiletries.

Accepted Answer

A)  product line branding 
B)  subbranding 
C)  multiproduct branding 
D)  mixed branding 
E)  brand extensions 
A)  product line branding 
B)  subbranding 
C)  multiproduct branding 
D)  mixed branding 
E)  brand extensions

Question 19

During the introduction stage of the product life cycle,promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand.The consumer demand that is stimulated is referred to as __________ demand.

Accepted Answer

A)  selective 
B)  primary 
C)  derived 
D)  generic 
E)  secondary 
A)  selective 
B)  primary 
C)  derived 
D)  generic 
E)  secondary

Question 20

belief that products originating from one country would be of better or worse quality than the products from another country illustrates the _____ benefits that packaging information can provide.

Accepted Answer

A)  functional be 
B)  financial 
C)  physical 
D)  perceptual 
E)  communication 
A)  functional be 
B)  financial 
C)  physical 
D)  perceptual 
E)  communication

Exam 11: Managing Successful Products,Services,and Brands

Figure 11-7 -Companies can employ several different branding strategies.In Figure 11-7 above,"A" represents a __________ strategy.

Warranties that have no limits of noncoverage are called __________ warranties.

Kellogg's changed the name of its Heartwise cereal to Fiberwise MOST likely to __________.

organization's use of a name,phrase,design,symbol,or combination of these to identify its products and distinguish them from those of competitors is referred to as __________.

Which of the following products would have a fashion product life cycle curve?

identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use,thereby preventing others from using it,is referred to as a __________.

Which of the following statements about the decline stage of the product life cycle is MOST accurate?

the Floral Council,a trade association of flower shop retailers,advertises that giving flowers is a thoughtful and appreciated gift for any occasion,it is trying to stimulate __________ demand.

Figure 11-6 -Figure 11-6 above shows the sequential process of building brand equity."A" represents the fourth and last step,which is to __________.

selecting a brand name,it should (1)suggest product benefits; (2)be memorable,distinctive and positive; (3)fit the company or product image; (4)__________; and (5)be simple and emotional.

long is a product life cycle? What determines its length?

Figure 11-6 -Figure 11-6 above shows the sequential process of building brand equity.The third step is to elicit the proper consumer responses to a brand's identity and meaning.This step consists of two dimensions,"B" and "C," which stand for __________ and __________.

Which of the following occurs during the decline stage of the product life cycle?

Rose went shopping for a new purse,she thought she had found a real value-a Gucci purse for about 50% of what she was planning to pay.When she looked more closely,she noticed that the purse was identical to a Gucci but was not manufactured by Gucci.This was most likely an example of __________.

__________ is a brand strategy designed to counteract or confront competitors' brands.

Among teenagers Pez has a __________ percent awareness level.

Which stage in the product life cycle is characterized by a rapid increase in sales and the appearance of competitors?

Huggies Photo -Consider the Huggies photo above.Equity in the Huggies family brand name has allowed Kimberley-Clark to successfully use __________ to leverage the strong Huggies brand equity among mothers when it introduced a full line of baby and toddler toiletries.

During the introduction stage of the product life cycle,promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand.The consumer demand that is stimulated is referred to as __________ demand.

belief that products originating from one country would be of better or worse quality than the products from another country illustrates the _____ benefits that packaging information can provide.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation,Targeting,and Positioning

Developing New Products and Services

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

Filters

Figure 11-6 -Figure 11-6 above shows the sequential process of building brand equity.The third step is to elicit the proper consumer responses to a brand's identity and meaning.This step consists of two dimensions,"B" and "C," which stand for and .