Question 1

Figure 11-5
-consumers represented by "A" 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 2

Toro Company makes Toro snow blowers,Toro lawn mowers,Toro yard tools,and Toro sprinkler systems.The Toro Company uses a __________ branding strategy.

Accepted Answer

A)  multibranding 
B)  family branding 
C)  co-branding 
D)  uniform branding 
E)  mixed branding 
A)  multibranding 
B)  family branding 
C)  co-branding 
D)  uniform branding 
E)  mixed branding

Question 3

CDI/BDI Marketing Dashboard
-the CDI/BDI marketing dashboard above,which segment consumes the least amount of Hawaiian Punch?

Accepted Answer

A)  households without children 
B)  households with children 13 to 18 years old 
C)  households with children 6 years old or under 
D)  households with children 7 to 12 years old 
E)  Because the BDI and CDI show inconsistencies in their measurements, especially in the segment of children under the age of six, it is impossible to answer the question. 
A)  households without children 
B)  households with children 13 to 18 years old 
C)  households with children 6 years old or under 
D)  households with children 7 to 12 years old 
E)  Because the BDI and CDI show inconsistencies in their measurements, especially in the segment of children under the age of six, it is impossible to answer the question.

Question 4

Gatorade is MOST LIKELY in which stage of its product life cycle?

Accepted Answer

A)  introduction 
B)  growth 
C)  maturity 
D)  decline 
E)  fad 
A)  introduction 
B)  growth 
C)  maturity 
D)  decline 
E)  fad

Question 5

Proctor and Gamble repositioned its Old Spice anti-perspirant brand from a deodorant your grandfather might use to a strong,hip anti-perspirant through commercials that showed the target market of 18- to 30-year-old men advocating its use and through a money-back guarantee.P&G used this repositioning strategy with its Old Spice brand anti-perspirant to __________

Accepted Answer

A)  react to a competitor's position 
B)  reach a new market 
C)  catch a rising trend 
D)  change the value offered 
E)  diversify its product portfolio. 
A)  react to a competitor's position 
B)  reach a new market 
C)  catch a rising trend 
D)  change the value offered 
E)  diversify its product portfolio.

Question 6

Every product manufactured by the maker of Slim-Fast carries the Slim-Fast brand name.This company uses __________.

Accepted Answer

A)  multibranding 
B)  uniform branding 
C)  co-branding 
D)  family branding 
E)  agent licensing 
A)  multibranding 
B)  uniform branding 
C)  co-branding 
D)  family branding 
E)  agent licensing

Question 7

Ralston Purina advertises with the following slogan: "Your Pet,Our Passion-Premium Pet Food by Purina." They offer high quality,super-premium cat and dog food based on formulations that promote "life stage nutrition." This is an example of __________.

Accepted Answer

A)  rebranding 
B)  trading up 
C)  trading down 
D)  trend setting 
E)  product branding 
A)  rebranding 
B)  trading up 
C)  trading down 
D)  trend setting 
E)  product branding

Question 8

1984,IBM launched the "PCjr," its first low-priced,educational/home personal computer.Sales were poor because IBM most likely violated which criterion of picking a good brand name?

Accepted Answer

A)  The name was not distinctive nor was it memorable. 
B)  The name did not fit the company image. 
C)  The name had too many legal restrictions. 
D)  The name was too confusing with both capital and lowercase letters. 
E)  The name failed to suggest the product benefits. 
A)  The name was not distinctive nor was it memorable. 
B)  The name did not fit the company image. 
C)  The name had too many legal restrictions. 
D)  The name was too confusing with both capital and lowercase letters. 
E)  The name failed to suggest the product benefits.

Question 9

any product to be successful,it must be purchased by __________.

Accepted Answer

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

Question 10

Private branding is also referred to as private labeling or __________.

Accepted Answer

A)  reseller branding 
B)  generic branding 
C)  multibranding 
D)  co-branding 
E)  multiproduct branding 
A)  reseller branding 
B)  generic branding 
C)  multibranding 
D)  co-branding 
E)  multiproduct branding

Question 11

term branding refers to __________.

Accepted Answer

A)  the licensing of a name, phrase, design, symbol, or combination of these for a period of 17 years, at which time a firm may renew its intellectual property rights to them 
B)  the value added to the product from the additional features given to a product beyond its functional attributes 
C)  the identification of an organization's products based upon individual SKUs 
D)  an organization's use of a name, phrase, design, symbol, or combination of these to identify its products and distinguish them from those of competitors 
E)  the establishment of a commercial, legal name under which a company does business 
A)  the licensing of a name, phrase, design, symbol, or combination of these for a period of 17 years, at which time a firm may renew its intellectual property rights to them 
B)  the value added to the product from the additional features given to a product beyond its functional attributes 
C)  the identification of an organization's products based upon individual SKUs 
D)  an organization's use of a name, phrase, design, symbol, or combination of these to identify its products and distinguish them from those of competitors 
E)  the establishment of a commercial, legal name under which a company does business

Question 12

Trading down refers to __________ when repositioning a product.

Accepted Answer

A)  reducing the number of features, qualities, or price 
B)  reducing the amount of product carried as inventory 
C)  reducing the number of product items in a product line 
D)  redirecting marketing resources from a "cash cow" target market to one that is not performing as well in the hopes of increasing sales and profits 
E)  encouraging consumers through the use of coupons and deals to purchase a firm's lower-priced products 
A)  reducing the number of features, qualities, or price 
B)  reducing the amount of product carried as inventory 
C)  reducing the number of product items in a product line 
D)  redirecting marketing resources from a "cash cow" target market to one that is not performing as well in the hopes of increasing sales and profits 
E)  encouraging consumers through the use of coupons and deals to purchase a firm's lower-priced products

Question 13

Coca-Cola promoted Coke as a morning beverage for those consumers who don't drink coffee,it used a __________ strategy.

Accepted Answer

A)  product modification 
B)  brand modification 
C)  market modification 
D)  market-product extension 
E)  diversification 
A)  product modification 
B)  brand modification 
C)  market modification 
D)  market-product extension 
E)  diversification

Question 14

Product packaging such as the Pringles cylindrical package is one example of the product's __________.

Accepted Answer

A)  functional benefits 
B)  convenience 
C)  communication benefits 
D)  technology 
E)  renewable resources 
A)  functional benefits 
B)  convenience 
C)  communication benefits 
D)  technology 
E)  renewable resources

Question 15

types of products Mary Kay,Inc.offers to its women customers are __________ products.

Accepted Answer

A)  fad 
B)  low-learning 
C)  skin-care 
D)  trading-down 
E)  brand-licensed 
A)  fad 
B)  low-learning 
C)  skin-care 
D)  trading-down 
E)  brand-licensed

Question 16

integral part of the package that typically identifies the product or brand,who made it,where and when it was made,how it is to be used,and package contents and ingredients is referred to as a(n)__________.

Accepted Answer

A)  SKU 
B)  product information panel 
C)  UPC 
D)  RFID 
E)  label 
A)  SKU 
B)  product information panel 
C)  UPC 
D)  RFID 
E)  label

Question 17

definition televisions (HDTVs)are an example of a __________,flat screen HDTVs are an example of a __________; and a Sony Bravia HDTV is an example of a __________.

Accepted Answer

A)  product line; product class; brand 
B)  product class; product form; brand name 
C)  product family; product line; product item 
D)  product brand; product line; brand name 
E)  product form; product class; product item 
A)  product line; product class; brand 
B)  product class; product form; brand name 
C)  product family; product line; product item 
D)  product brand; product line; brand name 
E)  product form; product class; product item

Question 18

important aspects of product life cycles are: (1)their length; (2)the shape of their sales curves; (3)how they vary with different levels of products; and (4)the rate at which __________.

Accepted Answer

A)  consumers recognize products 
B)  consumers adopt products 
C)  consumers abandon products 
D)  competitors create "me too" products 
E)  environmental forces affect products 
A)  consumers recognize products 
B)  consumers adopt products 
C)  consumers abandon products 
D)  competitors create "me too" products 
E)  environmental forces affect products

Question 19

was originally sold in Europe as a(n)__________ in plain "headless" dispenser.The product got its name from the German word "pfefferminz," which means "peppermint."

Accepted Answer

A)  chewing gum 
B)  breath mint 
C)  antacid 
D)  pain reliever 
E)  candy 
A)  chewing gum 
B)  breath mint 
C)  antacid 
D)  pain reliever 
E)  candy

Question 20

limited-coverage warranty __________.

Accepted Answer

A)  provides a written statement of manufacturer liability 
B)  states the bounds of coverage, and more importantly, areas of noncoverage 
C)  has no limits of noncoverage 
D)  assigns responsibility for product deficiencies to the manufacturer 
E)  assigns responsibility for product deficiencies on misuse by the consumer 
A)  provides a written statement of manufacturer liability 
B)  states the bounds of coverage, and more importantly, areas of noncoverage 
C)  has no limits of noncoverage 
D)  assigns responsibility for product deficiencies to the manufacturer 
E)  assigns responsibility for product deficiencies on misuse by the consumer

Exam 11: Managing Successful Products,Services,and Brands

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

Toro Company makes Toro snow blowers,Toro lawn mowers,Toro yard tools,and Toro sprinkler systems.The Toro Company uses a __________ branding strategy.

CDI/BDI Marketing Dashboard -the CDI/BDI marketing dashboard above,which segment consumes the least amount of Hawaiian Punch?

Gatorade is MOST LIKELY in which stage of its product life cycle?

Every product manufactured by the maker of Slim-Fast carries the Slim-Fast brand name.This company uses __________.

Ralston Purina advertises with the following slogan: "Your Pet,Our Passion-Premium Pet Food by Purina." They offer high quality,super-premium cat and dog food based on formulations that promote "life stage nutrition." This is an example of __________.

1984,IBM launched the "PCjr," its first low-priced,educational/home personal computer.Sales were poor because IBM most likely violated which criterion of picking a good brand name?

any product to be successful,it must be purchased by __________.

Private branding is also referred to as private labeling or __________.

term branding refers to __________.

Trading down refers to __________ when repositioning a product.

Coca-Cola promoted Coke as a morning beverage for those consumers who don't drink coffee,it used a __________ strategy.

Product packaging such as the Pringles cylindrical package is one example of the product's __________.

types of products Mary Kay,Inc.offers to its women customers are __________ products.

integral part of the package that typically identifies the product or brand,who made it,where and when it was made,how it is to be used,and package contents and ingredients is referred to as a(n)__________.

definition televisions (HDTVs)are an example of a __________,flat screen HDTVs are an example of a __________; and a Sony Bravia HDTV is an example of a __________.

important aspects of product life cycles are: (1)their length; (2)the shape of their sales curves; (3)how they vary with different levels of products; and (4)the rate at which __________.

was originally sold in Europe as a(n)__________ in plain "headless" dispenser.The product got its name from the German word "pfefferminz," which means "peppermint."

limited-coverage warranty __________.

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

definition televisions (HDTVs)are an example of a ,flat screen HDTVs are an example of a ; and a Sony Bravia HDTV is an example of a __.