Question 1

Packaging that provides convenience,product quality,protection,or easy storage offers what kind of benefits?

Accepted Answer

A)  communication benefits 
B)  functional benefits 
C)  perceptual benefits 
D)  physiological benefits 
E)  financial benefits 
A)  communication benefits 
B)  functional benefits 
C)  perceptual benefits 
D)  physiological benefits 
E)  financial benefits

Question 2

Adding value to the product (or line)through additional features or higher-quality materials is referred to as __________.

Accepted Answer

A)  trading up 
B)  trading down 
C)  product enhancement 
D)  product extension 
E)  quality infusement 
A)  trading up 
B)  trading down 
C)  product enhancement 
D)  product extension 
E)  quality infusement

Question 3

the late 1950s and 1960s,television westerns were extremely popular.The shows were adventure shows with settings and costumes that were very unlike what really existed.There was Gunsmoke,Bonanza,Wagon Train,The Big Valley etc.When ratings declined as viewers gradually stopped watching this TV genre,production companies found the networks no longer wanted to buy and televise such shows.The production companies used a __________ strategy and stopped production on all television westerns when the networks stopped showing them.

Accepted Answer

A)  diversification 
B)  aggregation 
C)  segmentation 
D)  deletion 
E)  harvesting 
A)  diversification 
B)  aggregation 
C)  segmentation 
D)  deletion 
E)  harvesting

Question 4

Figure 11-1
-Figure 11-1 above represents the stages of the product life cycle.What does the portion of the curve labeled "A" 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 5

of the following are important aspects of product life cycles EXCEPT __________.

Accepted Answer

A)  the shape of their sales curves 
B)  the rate at which consumers adopt products 
C)  how they vary with different levels of products 
D)  how many competitors create "me too" products 
E)  their length 
A)  the shape of their sales curves 
B)  the rate at which consumers adopt products 
C)  how they vary with different levels of products 
D)  how many competitors create "me too" products 
E)  their length

Question 6

new exercise video contends that with one day of fasting and a one-hour period of intense cardiovascular exercise,the average individual can lose five pounds a week and be in peak health within six months of starting the program.__________ barriers will doom the new product to failure because the product's claims are not consistent with how consumers think and behave.

Accepted Answer

A)  Psychological 
B)  Social 
C)  Physical 
D)  Risk 
E)  Usage 
A)  Psychological 
B)  Social 
C)  Physical 
D)  Risk 
E)  Usage

Question 7

Dr. Pepper KISS Ad
-Brand equity refers to __________.

Accepted Answer

A)  the resources invested to create a name, phrase, design, symbol, or combination of these to identify a firm's products and distinguish them from those of its competitors 
B)  the difference between the revenues generated and the costs incurred to the product brand through the addition of features or higher-quality materials 
C)  increasing the content contained within the brand's package without changing its size or increasing its price 
D)  the net present value of the royalties the firm receives as a result of licensing its brand to other firms to manufacture and/or market 
E)  the added value a brand name gives to a product beyond the functional benefits provided 
A)  the resources invested to create a name, phrase, design, symbol, or combination of these to identify a firm's products and distinguish them from those of its competitors 
B)  the difference between the revenues generated and the costs incurred to the product brand through the addition of features or higher-quality materials 
C)  increasing the content contained within the brand's package without changing its size or increasing its price 
D)  the net present value of the royalties the firm receives as a result of licensing its brand to other firms to manufacture and/or market 
E)  the added value a brand name gives to a product beyond the functional benefits provided

Question 8

product adopters,laggards __________.

Accepted Answer

A)  have a fear of debt and use neighbors and friends as information sources 
B)  are skeptical and have below average social status 
C)  are deliberate and use many informal social contacts 
D)  are leaders in social settings and have a slightly above average education 
E)  are venturesome, highly educated, and use multiple information sources 
A)  have a fear of debt and use neighbors and friends as information sources 
B)  are skeptical and have below average social status 
C)  are deliberate and use many informal social contacts 
D)  are leaders in social settings and have a slightly above average education 
E)  are venturesome, highly educated, and use multiple information sources

Question 9

concept of the diffusion of innovation shows how a product "diffuses" or spreads through the population over time.The consumer population is divided into five categories of product adopters based on when they adopt (i.e.,first buy)a new product.Each product adopter category has a unique profile.Consumers who are skeptical and have below average social status are called __________.

Accepted Answer

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

Question 10

Which of the following statements about are perceptual benefits conveyed by a product's packaging and labeling is NOT true?

Accepted Answer

A)  Global brands can benefit from "country of origin or manufacture" perceptions since consumers tend to hold stereotypes about country-product pairings that they judge "best." 
B)  Packaging and labeling have been shown to enhance brand recognition and facilitate the formation of strong, favorable, and unique brand associations. 
C)  Packaging and labeling satisfy the legal requirements for the conveyance of information. 
D)  Changes in packaging and labeling can uphold a brand's image in consumers' minds. 
E)  The color, shape, and graphics of a package or label distinguish one brand from another. 
A)  Global brands can benefit from "country of origin or manufacture" perceptions since consumers tend to hold stereotypes about country-product pairings that they judge "best." 
B)  Packaging and labeling have been shown to enhance brand recognition and facilitate the formation of strong, favorable, and unique brand associations. 
C)  Packaging and labeling satisfy the legal requirements for the conveyance of information. 
D)  Changes in packaging and labeling can uphold a brand's image in consumers' minds. 
E)  The color, shape, and graphics of a package or label distinguish one brand from another.

Question 11

Which of the following statements regarding the maturity stage of the product life cycle is MOST accurate?

Accepted Answer

A)  Marketing emphasis is directed towards generating more consumer awareness. 
B)  Marketing emphasis switches to finding more channel intermediaries to carry the product. 
C)  Marketing emphasis aims at stimulating primary demand for the product. 
D)  Marketing attention is directed toward holding market share through further product differentiation and finding new buyers. 
E)  Marketing emphasis is directed towards having salespeople allocate less time to selling the product. 
A)  Marketing emphasis is directed towards generating more consumer awareness. 
B)  Marketing emphasis switches to finding more channel intermediaries to carry the product. 
C)  Marketing emphasis aims at stimulating primary demand for the product. 
D)  Marketing attention is directed toward holding market share through further product differentiation and finding new buyers. 
E)  Marketing emphasis is directed towards having salespeople allocate less time to selling the product.

Question 12

risk with __________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

Accepted Answer

A)  brand extensions 
B)  family branding 
C)  co-branding 
D)  private branding 
E)  mixed branding 
A)  brand extensions 
B)  family branding 
C)  co-branding 
D)  private branding 
E)  mixed branding

Question 13

apple with a bite taken out of it that appears on every Apple product is an example of a __________.

Accepted Answer

A)  copyright 
B)  trade name 
C)  trade mark 
D)  logotype 
E)  label 
A)  copyright 
B)  trade name 
C)  trade mark 
D)  logotype 
E)  label

Question 14

__________ product is a style of the times.

Accepted Answer

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

Question 15

Dockers,the U.S.market leader in casual pants,originally intended its product as a single pant for every situation.Dockers now promotes different looks for work,weekend,dress,and golf.Dockers' new strategy is designed to __________.

Accepted Answer

A)  create brand awareness 
B)  create a new use situation 
C)  increase a product's use 
D)  find new customers 
E)  lower surplus inventory levels 
A)  create brand awareness 
B)  create a new use situation 
C)  increase a product's use 
D)  find new customers 
E)  lower surplus inventory levels

Question 16

Products such as Yoplait's Go-GURT® portable low-fat yogurt in a tube demonstrate the importance of the __________ in packaging.

Accepted Answer

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

Question 17

of the following are true about a skimming pricing strategy when used during the introduction stage of the product life cycle EXCEPT:

Accepted Answer

A)  It capitalizes on the price insensitivity of early buyers. 
B)  Its profit margins may be high. 
C)  It encourages "me too" entrants into the market. 
D)  It recovers the R&D costs of the new offering. 
E)  It helps build unit volume. 
A)  It capitalizes on the price insensitivity of early buyers. 
B)  Its profit margins may be high. 
C)  It encourages "me too" entrants into the market. 
D)  It recovers the R&D costs of the new offering. 
E)  It helps build unit volume.

Question 18

more competitors launch their own products and the product progresses along its life cycle,company attention is focused on creating __________ demand,or the preference for a specific brand.

Accepted Answer

A)  selective 
B)  primary 
C)  derived 
D)  generic 
E)  secondary 
A)  selective 
B)  primary 
C)  derived 
D)  generic 
E)  secondary

Question 19

the Egg Farmers of Canada advertise "Get Cracking" they are trying to stimulate __________ demand.

Accepted Answer

A)  secondary 
B)  selective 
C)  derived 
D)  generic 
E)  primary 
A)  secondary 
B)  selective 
C)  derived 
D)  generic 
E)  primary

Question 20

Identify and describe the four branding strategies that product and brand managers use.

Accepted Answer

Product and brand managers use the follo

Packaging that provides convenience,product quality,protection,or easy storage offers what kind of benefits?

Adding value to the product (or line)through additional features or higher-quality materials is referred to as __________.

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

of the following are important aspects of product life cycles EXCEPT __________.

Dr. Pepper KISS Ad -Brand equity refers to __________.

product adopters,laggards __________.

Which of the following statements about are perceptual benefits conveyed by a product's packaging and labeling is NOT true?

Which of the following statements regarding the maturity stage of the product life cycle is MOST accurate?

risk with __________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

apple with a bite taken out of it that appears on every Apple product is an example of a __________.

__________ product is a style of the times.

Dockers,the U.S.market leader in casual pants,originally intended its product as a single pant for every situation.Dockers now promotes different looks for work,weekend,dress,and golf.Dockers' new strategy is designed to __________.

Products such as Yoplait's Go-GURT^® portable low-fat yogurt in a tube demonstrate the importance of the __________ in packaging.

of the following are true about a skimming pricing strategy when used during the introduction stage of the product life cycle EXCEPT:

more competitors launch their own products and the product progresses along its life cycle,company attention is focused on creating __________ demand,or the preference for a specific brand.

the Egg Farmers of Canada advertise "Get Cracking" they are trying to stimulate __________ demand.

Identify and describe the four branding strategies that product and brand managers use.

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

Exam 11: Managing Successful Products,Services,and Brands

Packaging that provides convenience,product quality,protection,or easy storage offers what kind of benefits?

Adding value to the product (or line)through additional features or higher-quality materials is referred to as __________.

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

of the following are important aspects of product life cycles EXCEPT __________.

Dr. Pepper KISS Ad -Brand equity refers to __________.

product adopters,laggards __________.

Which of the following statements about are perceptual benefits conveyed by a product's packaging and labeling is NOT true?

Which of the following statements regarding the maturity stage of the product life cycle is MOST accurate?

risk with __________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

apple with a bite taken out of it that appears on every Apple product is an example of a __________.

__________ product is a style of the times.

Dockers,the U.S.market leader in casual pants,originally intended its product as a single pant for every situation.Dockers now promotes different looks for work,weekend,dress,and golf.Dockers' new strategy is designed to __________.

Products such as Yoplait's Go-GURT® portable low-fat yogurt in a tube demonstrate the importance of the __________ in packaging.

of the following are true about a skimming pricing strategy when used during the introduction stage of the product life cycle EXCEPT:

more competitors launch their own products and the product progresses along its life cycle,company attention is focused on creating __________ demand,or the preference for a specific brand.

the Egg Farmers of Canada advertise "Get Cracking" they are trying to stimulate __________ demand.

Identify and describe the four branding strategies that product and brand managers use.

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

Products such as Yoplait's Go-GURT^® portable low-fat yogurt in a tube demonstrate the importance of the __________ in packaging.