Exam 11: Managing Successful Products,Services,and Brands

its recent "You're not you when you're hungry-Snickers satisfies" TV ad,Mars,the maker of the Snickers candy bar,repositioned Snickers from a candy bar dessert-like food to a snack food that can satisfy hunger.Mars used this repositioning strategy with its Snickers brand to __________.

Which of the following quotes from a new product adopter would signal the need for a firm to counteract a usage barrier?

classifications of innovators,early adopters,early majority,late majority,and laggards are all based upon __________

container in which a product is offered for sale and on which information is communicated is referred to as __________.

consumers,the primary benefit of branding is __________.

There are several reasons why a consumer might be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a usage barrier,which occurs when __________.

selecting a brand name,it should (1)__________; (2)be memorable,distinctive,and positive; (3)fit the company or product image; (4)have no legal or regulatory restrictions; and (5)be simple and emotional.

a product reaches the decline stage of the product life cycle,a firm has two choices.One choice involves product deletion-dropping it from a firm's product line.The other is called __________,which retains the product in the product line but reduces marketing costs.

a customer is reluctant to try a new product because he'd have to change his normal every day behaviors,the company is most likely facing a __________ barrier.

During the introduction stage of the product life cycle,the place (distribution)element of the marketing mix is highly involved with __________.

company uses __________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

four steps in the sequential process of building the brand equity pyramid include: (1)developing positive brand awareness; (2)__________; (3)eliciting the proper consumer responses to a brand's identity and meaning; and (4)creating a consumer-brand connection.

product adopters,members of the late majority __________.

is a lemon-lime carbonated soft drink that has been very successful in the U.S.Dr.Pepper/Seven Up,Inc.,the makers of 7Up,uses a family branding strategy to market 7Up worldwide.In Shanghai,China,sales have suffered since the brand name means "death through drinking." When picking a good band name,which criterion did Dr.Pepper/Seven Up,Inc.violate when it chose to use a family branding strategy to market 7Up in China?

federal law protects the trademarks of a firm?

Seventy-one percent of consumers consider __________ to be the best way to evaluate a new product.

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies attempt to overcome barriers to product adoption during the __________ stage of a product's life cycle.

samples are one of the most popular means to gain consumer trial.In fact,most consumers consider a sample to __________.

primary purpose of a trademark is to __________.

which stage in the product life cycle do industry profits usually peak?