Question 1

trade name refers to __________.

Accepted Answer

A)  any word, device (design, sound, shape or color), or combination of these used to distinguish a seller's goods or services 
B)  the part of a brand name that can be spoken 
C)  the legally registered brand name of a firm's product or service that give it exclusive use, thereby preventing competitors from using it 
D)  the commercial, legal name under which a company does business 
E)  a logotype plus the brand name 
A)  any word, device (design, sound, shape or color), or combination of these used to distinguish a seller's goods or services 
B)  the part of a brand name that can be spoken 
C)  the legally registered brand name of a firm's product or service that give it exclusive use, thereby preventing competitors from using it 
D)  the commercial, legal name under which a company does business 
E)  a logotype plus the brand name

Question 2

which stage of the product life cycle is a company likely to have its most complete product line?

Accepted Answer

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

Question 3

Apple introduced the iPhone and iPad that use a multitouch screen to control and interact with what's on its screen,as well as the Magic Trackpad,which is also is a multitouch device.These devices require consumers to use gestures (touch,swipe,tap,etc.)to perform various functions.This could "exterminate" the "mouse," a device Apple invented in 1977 for its Apple II computer that enabled users to perform various functions by moving the mouse and clicking its buttons.Based on the emergence of these two multitouch technologies,the mouse is now most likely is in the __________ stage of its product life cycle.

Accepted Answer

A)  introduction 
B)  decline 
C)  maturity 
D)  deletion 
E)  harvesting 
A)  introduction 
B)  decline 
C)  maturity 
D)  deletion 
E)  harvesting

Question 4

Gatorade Thirst Quencher displays the letter G front and center along with the brand's iconic bolt."For Gatorade,G represents the heart,hustle,and soul of athleticism and will become a badge of pride for anyone who sweats,no matter where they're active." This is an example of _____ benefits.

Accepted Answer

A)  functional 
B)  communications 
C)  perceptual 
D)  physical 
E)  tangible 
A)  functional 
B)  communications 
C)  perceptual 
D)  physical 
E)  tangible

Question 5

Alka-Seltzer was originally made as a hangover remedy that cured a headache and settled the stomach.Today,you can purchase Original Alka-Seltzer,Extra Strength Alka-Seltzer,Alka-Seltzer Morning Relief (for morning headaches and fatigue),and Alka-Seltzer Heartburn Relief.To broaden the product line to increase sales to new target market segments,the makers of Alka-Seltzer used a __________ strategy.

Accepted Answer

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

Question 6

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

Accepted Answer

A)  2.5% 
B)  13.5% 
C)  16% 
D)  34% 
E)  50% 
A)  2.5% 
B)  13.5% 
C)  16% 
D)  34% 
E)  50%

Question 7

Compare the three ways to manage a product through its product life cycle.

Accepted Answer

The three ways a product or brand manage

Question 8

There is no set time that a product takes to move through its life cycle.But,as a rule,_________.

Accepted Answer

A)  services do not have a tangible life cycle 
B)  consumer products have shorter life cycles than business products 
C)  packaged goods have a shorter life cycle than clothing 
D)  technological change tends to lengthen product life cycles 
E)  product life cycles are longer for ideas than for services 
A)  services do not have a tangible life cycle 
B)  consumer products have shorter life cycles than business products 
C)  packaged goods have a shorter life cycle than clothing 
D)  technological change tends to lengthen product life cycles 
E)  product life cycles are longer for ideas than for services

Question 9

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

__________ stage of the product life cycle is characterized by rapid increases in sales.

Accepted Answer

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

Question 11

Seiko makes watches.It markets its higher quality watches under the Seiko or LaSalle brand name,and its lower-priced watches are sold under the Pulsar brand.Seiko uses a __________ strategy.

Accepted Answer

A)  multibranding 
B)  product differentiation branding 
C)  multiproduct branding 
D)  segmentation branding 
E)  private branding 
A)  multibranding 
B)  product differentiation branding 
C)  multiproduct branding 
D)  segmentation branding 
E)  private branding

Question 12

Variations of a product within a product class are referred to as a/the _____.

Accepted Answer

A)  product form 
B)  product item 
C)  product line 
D)  product class 
E)  product mix 
A)  product form 
B)  product item 
C)  product line 
D)  product class 
E)  product mix

Question 13

Brawny Comparison Photos
-There are several visible differences between the two packages in the Brawny comparison photos shown above.Discuss which aspect(s)might be considered legal but unethical,and why.

Accepted Answer

The size of the package on the right is

Question 14

product in the introduction stage of its product life cycle should have which of the following marketing objective(s)?

Accepted Answer

A)  gain awareness and stimulate trial 
B)  stress differentiation 
C)  foster brand loyalty 
D)  gain as much distribution as possible 
E)  target a marketing niche 
A)  gain awareness and stimulate trial 
B)  stress differentiation 
C)  foster brand loyalty 
D)  gain as much distribution as possible 
E)  target a marketing niche

Question 15

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while.The product's recent introduction of a DiGiorno cheese stuffed crust to its line of pizzas is an example of __________.

Accepted Answer

A)  a market-product grid 
B)  diversification 
C)  market modification 
D)  product class extension 
E)  product modification 
A)  a market-product grid 
B)  diversification 
C)  market modification 
D)  product class extension 
E)  product modification

Question 16

term product class refers to __________.

Accepted Answer

A)  the NAICS designation of an individual product or brand 
B)  the designation of an individual product based upon its form 
C)  a variation of a product within a product mix 
D)  the designation of a product based on whether it is a consumer product or business product 
E)  the entire product category or industry 
A)  the NAICS designation of an individual product or brand 
B)  the designation of an individual product based upon its form 
C)  a variation of a product within a product mix 
D)  the designation of a product based on whether it is a consumer product or business product 
E)  the entire product category or industry

Question 17

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 MacPro desktop computer?

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 18

marketing strategy that alters a product's characteristic such as its quality,performance,or appearance to increase its value and sales to customers is referred to as __________.

Accepted Answer

A)  market modification 
B)  product modification 
C)  product repositioning 
D)  market-product synergy 
E)  product management 
A)  market modification 
B)  product modification 
C)  product repositioning 
D)  market-product synergy 
E)  product management

Question 19

Product 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 it 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 it 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

Question 20

Since 1963,Mary Kay,Inc.'s guiding principle has been based on __________.

Accepted Answer

A)  the Consumer Bill of Rights 
B)  the Golden Rule 
C)  caveat emptor 
D)  the American Marketing Association Statement of Ethics 
E)  maximizing profits so long as the firm "stays within the rules" 
A)  the Consumer Bill of Rights 
B)  the Golden Rule 
C)  caveat emptor 
D)  the American Marketing Association Statement of Ethics 
E)  maximizing profits so long as the firm "stays within the rules"

trade name refers to __________.

which stage of the product life cycle is a company likely to have its most complete product line?

Gatorade Thirst Quencher displays the letter G front and center along with the brand's iconic bolt."For Gatorade,G represents the heart,hustle,and soul of athleticism and will become a badge of pride for anyone who sweats,no matter where they're active." This is an example of _____ benefits.

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

Compare the three ways to manage a product through its product life cycle.

There is no set time that a product takes to move through its life cycle.But,as a rule,_________.

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

__________ stage of the product life cycle is characterized by rapid increases in sales.

Seiko makes watches.It markets its higher quality watches under the Seiko or LaSalle brand name,and its lower-priced watches are sold under the Pulsar brand.Seiko uses a __________ strategy.

Variations of a product within a product class are referred to as a/the _____.

Brawny Comparison Photos -There are several visible differences between the two packages in the Brawny comparison photos shown above.Discuss which aspect(s)might be considered legal but unethical,and why.

product in the introduction stage of its product life cycle should have which of the following marketing objective(s)?

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while.The product's recent introduction of a DiGiorno cheese stuffed crust to its line of pizzas is an example of __________.

term product class refers to __________.

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 MacPro desktop computer?

marketing strategy that alters a product's characteristic such as its quality,performance,or appearance to increase its value and sales to customers is referred to as __________.

Product modification refers to a marketing strategy that __________.

Since 1963,Mary Kay,Inc.'s guiding principle has been based on __________.

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

trade name refers to __________.

which stage of the product life cycle is a company likely to have its most complete product line?

Gatorade Thirst Quencher displays the letter G front and center along with the brand's iconic bolt."For Gatorade,G represents the heart,hustle,and soul of athleticism and will become a badge of pride for anyone who sweats,no matter where they're active." This is an example of _____ benefits.

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

Compare the three ways to manage a product through its product life cycle.

There is no set time that a product takes to move through its life cycle.But,as a rule,_________.

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

__________ stage of the product life cycle is characterized by rapid increases in sales.

Seiko makes watches.It markets its higher quality watches under the Seiko or LaSalle brand name,and its lower-priced watches are sold under the Pulsar brand.Seiko uses a __________ strategy.

Variations of a product within a product class are referred to as a/the _____.

Brawny Comparison Photos -There are several visible differences between the two packages in the Brawny comparison photos shown above.Discuss which aspect(s)might be considered legal but unethical,and why.

product in the introduction stage of its product life cycle should have which of the following marketing objective(s)?

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while.The product's recent introduction of a DiGiorno cheese stuffed crust to its line of pizzas is an example of __________.

term product class refers to __________.

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 MacPro desktop computer?

marketing strategy that alters a product's characteristic such as its quality,performance,or appearance to increase its value and sales to customers is referred to as __________.

Product modification refers to a marketing strategy that __________.

Since 1963,Mary Kay,Inc.'s guiding principle has been based on __________.

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