Question 1

set of human characteristics associated with a brand name is referred to as __________.

Accepted Answer

A)  a symbolic brand 
B)  a brand personality 
C)  a brand mannerism 
D)  brand personification 
E)  product personification 
A)  a symbolic brand 
B)  a brand personality 
C)  a brand mannerism 
D)  brand personification 
E)  product personification

Question 2

Interactive television with video-on-demand capabilities changes how people watch television and how consumers access the Internet.This technology requires significant customer education for most people.What type of product life cycle would be associated with this product?

Accepted Answer

A)  generalized 
B)  high-learning 
C)  low-learning 
D)  fashion 
E)  fad 
A)  generalized 
B)  high-learning 
C)  low-learning 
D)  fashion 
E)  fad

Question 3

lack of profit in the introductory stage of the product life cycle is very often the result of __________.

Accepted Answer

A)  pricing the product too low in an attempt to quickly gain market share 
B)  targeting the wrong target market segment 
C)  a lack of wholesaler support 
D)  the large investment costs in product development 
E)  ineffective execution of the marketing program 
A)  pricing the product too low in an attempt to quickly gain market share 
B)  targeting the wrong target market segment 
C)  a lack of wholesaler support 
D)  the large investment costs in product development 
E)  ineffective execution of the marketing program

Question 4

formula to calculate a CDI = __________.

Accepted Answer

A)  (Percent of the total U.S. population in a market segment ÷ Percent of a brand's total U.S. sales in a market segment) × 100 
B)  (Percent of a product category's total U.S. sales in a market segment ÷ Percent of the total U.S. population in a market segment) × 100 
C)  (Percent of a brand's total U.S. sales in a market segment ÷ Percent of the total U.S. population in a market segment) × 100 
D)  (Percent of the total U.S. population in a market segment ÷ Percent of a product category's total U.S. sales in a market segment) × 100 
E)  There is not enough information to make any conclusions. 
A)  (Percent of the total U.S. population in a market segment ÷ Percent of a brand's total U.S. sales in a market segment) × 100 
B)  (Percent of a product category's total U.S. sales in a market segment ÷ Percent of the total U.S. population in a market segment) × 100 
C)  (Percent of a brand's total U.S. sales in a market segment ÷ Percent of the total U.S. population in a market segment) × 100 
D)  (Percent of the total U.S. population in a market segment ÷ Percent of a product category's total U.S. sales in a market segment) × 100 
E)  There is not enough information to make any conclusions.

Question 5

is the marketing objective for the introduction stage of the product life cycle?

Accepted Answer

A)  harvesting 
B)  market share 
C)  stress differentiation 
D)  gain awareness 
E)  maintain brand loyalty 
A)  harvesting 
B)  market share 
C)  stress differentiation 
D)  gain awareness 
E)  maintain brand loyalty

Question 6

Figure 11-1
-Figure 11-1 above represents the stages of the product life cycle.What does the curve labeled "Y" represent?

Accepted Answer

A)  total variable costs 
B)  total fixed costs 
C)  total industry profit 
D)  total industry sales revenue 
E)  total research and development costs 
A)  total variable costs 
B)  total fixed costs 
C)  total industry profit 
D)  total industry sales revenue 
E)  total research and development costs

Question 7

Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity."F" represents the first step,which is to __________.

Accepted Answer

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

Question 8

of the following are true about product line extensions EXCEPT:

Accepted Answer

A)  This strategy practice can result in lower advertising and promotion costs. 
B)  A risk that comes with product line extensions is that sales of an extension may come at the expense of other items in the company's product line. 
C)  A product line extension raises the level of brand awareness. 
D)  Line extensions work best when they provide incremental company revenue by taking sales away from competing brands. 
E)  Having strong brand equity allows a marketer to use a current brand name to enter a different product class. 
A)  This strategy practice can result in lower advertising and promotion costs. 
B)  A risk that comes with product line extensions is that sales of an extension may come at the expense of other items in the company's product line. 
C)  A product line extension raises the level of brand awareness. 
D)  Line extensions work best when they provide incremental company revenue by taking sales away from competing brands. 
E)  Having strong brand equity allows a marketer to use a current brand name to enter a different product class.

Question 9

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

Accepted Answer

A)  "But it might make me fat." 
B)  "What if I can't make the monthly payments?" 
C)  "I don't want to try this if it means I have to swallow it with milk." 
D)  "Big deal, the only difference is the shape of the package." 
E)  "Sure I'll try it; why not!" 
A)  "But it might make me fat." 
B)  "What if I can't make the monthly payments?" 
C)  "I don't want to try this if it means I have to swallow it with milk." 
D)  "Big deal, the only difference is the shape of the package." 
E)  "Sure I'll try it; why not!"

Question 10

Figure 11-1
-Figure 11-1 above represents the stages of the product life cycle.What does the portion of the curve labeled "B" represent?

Accepted Answer

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

Question 11

Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers.Such expenditures are often made to stimulate __________,the desire for the product class,rather than for a specific brand,when there are few competitors with the same product.

Accepted Answer

A)  secondary demand 
B)  introductory demand 
C)  primary demand 
D)  discretionary demand 
E)  selective demand 
A)  secondary demand 
B)  introductory demand 
C)  primary demand 
D)  discretionary demand 
E)  selective demand

Question 12

central element of the marketing strategy for Pez Candy,Inc.,is the __________.

Accepted Answer

A)  price 
B)  breath mint 
C)  availability 
D)  container 
E)  fulfillment 
A)  price 
B)  breath mint 
C)  availability 
D)  container 
E)  fulfillment

Question 13

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

Accepted Answer

A)  never have a humorous connotation 
B)  easy to spell and pronounce 
C)  not be easily imitated 
D)  be patented 
E)  be memorable, distinctive, and positive 
A)  never have a humorous connotation 
B)  easy to spell and pronounce 
C)  not be easily imitated 
D)  be patented 
E)  be memorable, distinctive, and positive

Question 14

Figure 11-1
-Figure 11-1 above represents the stages of the product life cycle.What does the curve labeled "X" represent?

Accepted Answer

A)  total variable costs 
B)  total fixed costs 
C)  total industry profit 
D)  total industry sales revenue 
E)  total research and development costs 
A)  total variable costs 
B)  total fixed costs 
C)  total industry profit 
D)  total industry sales revenue 
E)  total research and development costs

Question 15

type of television show is a category called TV reality shows.According to the product life cycle framework,what is(are)the marketing objective(s)of the producers for these reality shows when they were in the introduction stage of their product life cycles?

Accepted Answer

A)  gain awareness and stimulate the target market to watch 
B)  stress differentiation from other TV show formats 
C)  maintain viewer loyalty 
D)  allow viewers to watch the show on the Netflix channel 
E)  target viewers of "sitcoms," or situation comedies 
A)  gain awareness and stimulate the target market to watch 
B)  stress differentiation from other TV show formats 
C)  maintain viewer loyalty 
D)  allow viewers to watch the show on the Netflix channel 
E)  target viewers of "sitcoms," or situation comedies

Question 16

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 Pepsi Max soft drink?

Accepted Answer

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

Question 17

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

Accepted Answer

A)  innovators 
B)  late majority 
C)  early majority 
D)  early adopters 
E)  laggards 
A)  innovators 
B)  late majority 
C)  early majority 
D)  early adopters 
E)  laggards

Question 18

Despite the success of its Pentium chips,Intel faced a major threat from competitors like AMD's K6 chips that were cheaper and better placed to serve the emerging low-cost PC market.Intel wanted to protect the brand equity and price premium of its Pentium chips,but it also wanted to avoid AMD gaining a foothold into the lower end of the market.So it created Celeron as a cheaper less powerful version of its Pentium chips to serve this market.This is a notable example of __________.

Accepted Answer

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

Question 19

Promotional expenditures at the introduction stage of the product life cycle are best spent on __________.

Accepted Answer

A)  contests and sweepstakes to stimulate selective demand 
B)  product samples to create secondary demand 
C)  advertising to cultivate primary demand 
D)  personal endorsements to generate word of mouth demand 
E)  coupons to maintain brand loyalty or static demand 
A)  contests and sweepstakes to stimulate selective demand 
B)  product samples to create secondary demand 
C)  advertising to cultivate primary demand 
D)  personal endorsements to generate word of mouth demand 
E)  coupons to maintain brand loyalty or static demand

Question 20

Market modification refers to a marketing strategy that __________.

Accepted Answer

A)  alters a product's characteristic such as its quality, performance, or appearance to increase its value to customers and to increase sales 
B)  manages a product's life cycle to increase its use among existing customers, create new use situations, or find new customers 
C)  tries to find new customers and convince users who abandoned the product to purchase again 
D)  drops the lowest producing market segment and replaces it with an entirely new one 
E)  combines the lowest producing market segment into others to achieve marketing economies of scale 
A)  alters a product's characteristic such as its quality, performance, or appearance to increase its value to customers and to increase sales 
B)  manages a product's life cycle to increase its use among existing customers, create new use situations, or find new customers 
C)  tries to find new customers and convince users who abandoned the product to purchase again 
D)  drops the lowest producing market segment and replaces it with an entirely new one 
E)  combines the lowest producing market segment into others to achieve marketing economies of scale

Exam 11: Managing Successful Products,Services,and Brands

set of human characteristics associated with a brand name is referred to as __________.

Interactive television with video-on-demand capabilities changes how people watch television and how consumers access the Internet.This technology requires significant customer education for most people.What type of product life cycle would be associated with this product?

lack of profit in the introductory stage of the product life cycle is very often the result of __________.

formula to calculate a CDI = __________.

is the marketing objective for the introduction stage of the product life cycle?

Figure 11-1 -Figure 11-1 above represents the stages of the product life cycle.What does the curve labeled "Y" represent?

Figure 11-6 -Figure 11-6 above shows the sequential process of building brand equity."F" represents the first step,which is to __________.

of the following are true about product line extensions EXCEPT:

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

Figure 11-1 -Figure 11-1 above represents the stages of the product life cycle.What does the portion of the curve labeled "B" represent?

Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers.Such expenditures are often made to stimulate __________,the desire for the product class,rather than for a specific brand,when there are few competitors with the same product.

central element of the marketing strategy for Pez Candy,Inc.,is the __________.

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

Figure 11-1 -Figure 11-1 above represents the stages of the product life cycle.What does the curve labeled "X" represent?

type of television show is a category called TV reality shows.According to the product life cycle framework,what is(are)the marketing objective(s)of the producers for these reality shows when they were in the introduction stage of their product life cycles?

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 Pepsi Max soft drink?

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

Promotional expenditures at the introduction stage of the product life cycle are best spent on __________.

Market modification refers to a marketing strategy that __________.

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

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