Exam 11: Managing Successful Products,Services,and Brands

PLC Product Photos: Apple iPhone 4S smartphone, MacPro desktop PC, Kodak Playsport pocket video camera and Pepsi Max soft drink -Consider the PLC product photos above.Which stage of the product life cycle (PLC)is the Apple iPhone 4S smartphone?

terms of the diffusion of innovation,late majority accounts for __________ of product adopters.

terms of new product purchases,early adopters __________.

desire for a product class rather than for a specific brand is called __________ demand.

more than 30 years,Starkist put 6.5 ounces of tuna into its regular-sized can.Today,Starkist puts only 6.125 ounces of tuna into the same-size can but charges the same price.Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price.There are two sides to the ethical argument about this practice: that of consumer advocates and that of manufacturers.What is the practice called and what is the basic position of each side?

Sales exhibit a steady downward trend throughout which stage of the product life cycle?

Which type of product has equally rapid introduction and decline stages of the product life cycle?

Figure 11-5 -consumers represented by "D" in Figure 11-5 above are called __________.

singers sing a great song that shoots to the top of the charts.The singers then go on tour and have sold-out concerts everywhere they appear.Just as quickly (particularly if they are unable to follow their first hit song with a second one),they are singing in half-filled concert halls,then smaller clubs,and eventually no one wants to hear them perform.Such "one-hit wonder" singers are best categorized as being __________ products (or services).

Reducing the package content without changing package size while maintaining or increasing the package price is referred to as __________.

of the primary benefits of branding for consumers is that branding __________.

Which of the following products has the brand name that best suggests its benefit according to the five criteria for selecting a good brand name?

People who tried a product,were satisfied,and bought it again are called __________ purchasers.

terms of the diffusion of innovation,innovators account for __________ of product adopters.

According to the chief marketing officer at Mary Kay,Inc.,"For Mary Kay to be successful In India,the company had to build a brand,build a sales force,and __________."

Since Gatorade Thirst Quencher was concocted in 1965,its marketers have introduced Gatorade Frost in 1997,Gatorade Fierce in 1999,the Gatorade Performance Series in 2001,Gatorade Rain in 2006,and the Gatorade G Series in 2011,to name a few.These introductions are examples of __________.

handle products in the decline stage of the product life cycle,companies often use either a __________ or a __________ strategy.

Explain the following statement: "Packaging provides communication,functional,and perceptual benefits for manufacturers,retailers,and consumers."

counteract product counterfeiting,the U.S.government passed the __________ in 2006.

__________ product is one for which significant customer education is required and there is an extended introductory period.