Exam 11: Managing Successful Products,Services,and Brands

Advertising and promotion costs tend to be higher with a __________ strategy because the company must generate awareness among consumers and retailers for each new brand name without the benefit of any previous impressions.

Products that experience rapid sales on introduction and then an equally rapid decline are called __________ products.

During the introduction stage of the product life cycle,the strategy that discourages competitive entry by charging a low price for a new product is referred to as __________ pricing.

Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price.Georgia-Pacific used a __________ strategy.

the four sequential steps used to develop brand equity.Which step is the most difficult?

product adopters,members of the early majority __________.

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.The two indexes are (1)__________ (CDI)and (2)brand development index (BDI).

of the following types of warranties are discussed in the text EXCEPT _____ warranties.

product has been suffering from steadily eroding sales.You have tried a number of options to revitalize the product's sales and profits,but after seven changes in your strategy,you have yet to find success.Which of the following actions would be the LEAST appropriate next step?

Which of the following is a characteristic of the growth stage of the product life cycle?

is multiproduct branding? What are its advantages? Disadvantages?

Which of the following statements about product line extensions is most accurate?

Which of the following is NOT true about a multibranding strategy?

preference for a specific brand is called __________ demand.

Subbranding involves __________.

Products that are introduced,decline,and seem to return are characteristic of the __________ type of product life cycle.

strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as __________.

few years ago,Who Wants to Be a Millionaire premiered as the first nighttime TV game show in several decades.The marketing goals for the show included making television viewers aware of its existence and generating enough excitement about the show so that millions of viewers would watch the first episode.Based on this description,the TV show was in what stage of its product life cycle?

four steps in the sequential building process of brand equity include __________,establishing a brand's meaning in the minds of consumers,eliciting the proper consumer responses to a brand's identity and meaning,and creating a consumer-brand connection.

Gatorade is classified as a __________ brand.