Exam 11: Managing Successful Products,Services,and Brands

Hillside coffee comes in single-serving,self-heating containers.Not only is this of benefit to people on the go,it is a popular product with people in areas prone to hurricanes or blizzards,because they can still have hot coffee when there is no electricity.This demonstrates which benefit of good packaging?

product life cycle refers to __________.

Explain the difference between primary demand and selective demand.

Packaging __________.

Figure 11-4 -Figure 11-4 above shows that in 1983 cassette tapes were in which stage of the product life cycle?

Imagine that Eveready has developed solar rechargeable batteries that cost only slightly more to produce than the rechargeable batteries currently available.These solar batteries can be recharged by sunlight up to 5 times,after which they are to be discarded.Unfortunately,the production process cannot be patented,so competitors could enter the market within a year.Which of the following is the best description of the product life cycle of this product?

Product changes characteristically take place in the __________ stage of the product life cycle.

environmental challenges of packaging and labeling are often global in nature.These include all of the following EXCEPT __________.

During the maturity stage of the product life cycle,profit declines PRIMARILY because __________.

Vinyl records,cassette tapes,CDs,and music downloads (mp3 files)are all members of the same __________.

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 venturesome,highly educated,and use multiple information sources are called __________.

many years,Kellogg's Frosted Flakes,a ready-to-eat breakfast cereal,was perceived as a cereal for children.Tony the Tiger,a cartoon character,extolled Frosted Flakes,and advertisements depicted children enjoying the product with Tony in competitive situations.Recently,in response to declining sales of Frosted Flakes,the cereal-maker has adopted a new series of advertisements that show adults admitting that they enjoy Frosted Flakes,too.Kellogg's is attempting to __________.

implied warranty __________.

Gatorade offers a range of product offerings.The firm uses one name for all its products in a product class.Gatorade is using a __________ strategy.

Balance,Inc.successfully repositioned its athletic shoes to focus on fit,durability,and comfort rather than on competing head-on against Nike and Adidas on fashion and professional sports.This product repositioning strategy was designed to __________.

brand name refers to __________.

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

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

of the following are product modification strategies EXCEPT __________.

word,device (design,sound,shape,or color),or combination of these used to distinguish a seller's goods or services is referred to as a __________.