Question 1

strategy of harvesting may be employed in the decline stage of a product life to __________.

Accepted Answer

A)  maintain primary demand for a product category 
B)  acquire as many new customers as possible 
C)  maintain the ability to meet ongoing customers' requests 
D)  eliminate all production costs 
E)  reposition the product 
A)  maintain primary demand for a product category 
B)  acquire as many new customers as possible 
C)  maintain the ability to meet ongoing customers' requests 
D)  eliminate all production costs 
E)  reposition the product

Question 2

Brand licensing refers to __________.

Accepted Answer

A)  the registration fee paid by a manufacturer to states, provinces, or countries in order to sell its products there 
B)  a branding strategy in which the producer dictates the brand name to retailers for the products sold to their respective markets 
C)  a branding strategy in which a company uses one name for all of its products 
D)  a contractual agreement whereby a company allows another firm to use its brand name, patent, trade secret, or other product for a royalty or fee 
E)  a branding strategy in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer 
A)  the registration fee paid by a manufacturer to states, provinces, or countries in order to sell its products there 
B)  a branding strategy in which the producer dictates the brand name to retailers for the products sold to their respective markets 
C)  a branding strategy in which a company uses one name for all of its products 
D)  a contractual agreement whereby a company allows another firm to use its brand name, patent, trade secret, or other product for a royalty or fee 
E)  a branding strategy in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer

Question 3

Mott's applesauce promotes itself as a low-fat alternative to cooking oil for baked goods.Mott's is __________.

Accepted Answer

A)  finding new users through a product modification strategy 
B)  increasing use by existing customers through a product modification strategy 
C)  modifying the product characteristics 
D)  creating new use situations through a market modification strategy 
E)  demarketing the product 
A)  finding new users through a product modification strategy 
B)  increasing use by existing customers through a product modification strategy 
C)  modifying the product characteristics 
D)  creating new use situations through a market modification strategy 
E)  demarketing the product

Question 4

Gatorade successfully used a__________ strategy when it introduced Gatorade G2.

Accepted Answer

A)  subbranding 
B)  multibranding 
C)  mixed branding 
D)  generic branding 
E)  family branding 
A)  subbranding 
B)  multibranding 
C)  mixed branding 
D)  generic branding 
E)  family branding

Question 5

is the difference between a brand name and a trade name? Give an example of each.

Accepted Answer

A brand name is any word,device (design,

Question 6

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 have a fear of debt and depend on neighbors and friends as their information sources 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 7

concept that describes the stages a product goes through in the marketplace-introduction,growth,maturity,and decline-is referred to as the __________.

Accepted Answer

A)  retail life cycle 
B)  product life cycle 
C)  marketing mix 
D)  product growth cycle 
E)  diffusion of product innovation 
A)  retail life cycle 
B)  product life cycle 
C)  marketing mix 
D)  product growth cycle 
E)  diffusion of product innovation

Question 8

brand name that cannot be spoken is referred to as a __________.

Accepted Answer

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

Question 9

key idea behind diffusion of innovation is that __________.

Accepted Answer

A)  not all consumers accept a new product at the same time; adoption of a product spreads slowly throughout the population 
B)  once a product enters the market, the time span between awareness and purchase is incredibly short 
C)  the introduction of an entire new product class almost always diffuses the importance of its predecessor within a matter of months 
D)  adoption of a new product line does not change the diffusion rate of older lines in the market 
E)  the rate of adoption is independent of other product form innovations or competitive products in the marketplace 
A)  not all consumers accept a new product at the same time; adoption of a product spreads slowly throughout the population 
B)  once a product enters the market, the time span between awareness and purchase is incredibly short 
C)  the introduction of an entire new product class almost always diffuses the importance of its predecessor within a matter of months 
D)  adoption of a new product line does not change the diffusion rate of older lines in the market 
E)  the rate of adoption is independent of other product form innovations or competitive products in the marketplace

Question 10

a firm's marketing dashboard displays a BDI over 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,this indicates which of the following?

Accepted Answer

A)  a weak brand position in a segment 
B)  a strong brand position in a segment 
C)  above-average product category purchases by a market segment 
D)  below-average product category purchases by a market segment 
E)  There is not enough information to make any conclusions. 
A)  a weak brand position in a segment 
B)  a strong brand position in a segment 
C)  above-average product category purchases by a market segment 
D)  below-average product category purchases by a market segment 
E)  There is not enough information to make any conclusions.

Question 11

a company manufactures a new product with the current brand name to enter a new market segment in its product class,it is using __________.

Accepted Answer

A)  mixed branding 
B)  brand extension 
C)  co-branding 
D)  family branding 
E)  product line extension 
A)  mixed branding 
B)  brand extension 
C)  co-branding 
D)  family branding 
E)  product line extension

Question 12

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 must be discarded.Unfortunately,the production process cannot be patented,so competitors could enter the market within a year.Which of the following would be the LEAST sound marketing program decision?

Accepted Answer

A)  Select a skimming pricing strategy to position the product as "premium." 
B)  Seek widespread distribution to gain a foothold in what might be a potentially huge market. 
C)  Limit production capacity until you are certain consumers will actually want the product. 
D)  Avoid a connection to the Eveready brand until the product has proven itself. 
E)  Use multiple brand names to discourage other competitors from entering the market. 
A)  Select a skimming pricing strategy to position the product as "premium." 
B)  Seek widespread distribution to gain a foothold in what might be a potentially huge market. 
C)  Limit production capacity until you are certain consumers will actually want the product. 
D)  Avoid a connection to the Eveready brand until the product has proven itself. 
E)  Use multiple brand names to discourage other competitors from entering the market.

Question 13

Mars,Inc.sells Snickers,Milky Way,Twix,Skittles,Dove,Starburst,M&Ms,and Three Musketeer candy.This variety of brand names is typical of a __________ strategy.

Accepted Answer

A)  co-branding 
B)  multibranding 
C)  multiproduct 
D)  mixed brand 
E)  private branding 
A)  co-branding 
B)  multibranding 
C)  multiproduct 
D)  mixed brand 
E)  private branding

Question 14

Coke was repositioned as a slightly sweeter,less filling soft drink because the Coca-Cola Company discovered that its 1984 market share in supermarkets was 2 percent behind Pepsi.This product repositioning strategy was __________.

Accepted Answer

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

Question 15

Private branding refers to a branding strategy in which a firm __________.

Accepted Answer

A)  gives each product a distinct name when each brand is intended for a different market segment 
B)  uses different brand names for the same product across multiple countries 
C)  uses one name for all its products in a product class 
D)  produces products but sell them under the brand name of a wholesaler or retailer 
E)  contractually, and for a fee, allows other firms to use its brand name, requiring that the product be made to its specifications 
A)  gives each product a distinct name when each brand is intended for a different market segment 
B)  uses different brand names for the same product across multiple countries 
C)  uses one name for all its products in a product class 
D)  produces products but sell them under the brand name of a wholesaler or retailer 
E)  contractually, and for a fee, allows other firms to use its brand name, requiring that the product be made to its specifications

Question 16

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

Accepted Answer

A)  "It is against my religion." 
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)  "It is against my religion." 
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 17

Figure 11-3
-product life cycle shown in "D" in Figure 11-3 above is an example of a __________ product.

Accepted Answer

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

Question 18

five criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each of the criteria.

Accepted Answer

Five criteria most often mentioned when

Question 19

During the introduction stage of the product life cycle,a(n)__________ pricing strategy may be used.This pricing strategy charges a high initial price to recoup the costs of product development.

Accepted Answer

A)  penetration 
B)  cost-plus 
C)  target ROI 
D)  skimming 
E)  above-market 
A)  penetration 
B)  cost-plus 
C)  target ROI 
D)  skimming 
E)  above-market

Question 20

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.The two indexes focus on __________.

Accepted Answer

A)  marketing efficiency and production efficiency 
B)  dollar market share and unit market share 
C)  monthly dollar sales by channel and monthly number of units sold by channel 
D)  sales per square foot and same-store sales growth 
E)  category development and brand development 
A)  marketing efficiency and production efficiency 
B)  dollar market share and unit market share 
C)  monthly dollar sales by channel and monthly number of units sold by channel 
D)  sales per square foot and same-store sales growth 
E)  category development and brand development

strategy of harvesting may be employed in the decline stage of a product life to __________.

Brand licensing refers to __________.

Mott's applesauce promotes itself as a low-fat alternative to cooking oil for baked goods.Mott's is __________.

Gatorade successfully used a__________ strategy when it introduced Gatorade G2.

is the difference between a brand name and a trade name? Give an example of each.

concept that describes the stages a product goes through in the marketplace-introduction,growth,maturity,and decline-is referred to as the __________.

brand name that cannot be spoken is referred to as a __________.

key idea behind diffusion of innovation is that __________.

a firm's marketing dashboard displays a BDI over 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,this indicates which of the following?

a company manufactures a new product with the current brand name to enter a new market segment in its product class,it is using __________.

Mars,Inc.sells Snickers,Milky Way,Twix,Skittles,Dove,Starburst,M&Ms,and Three Musketeer candy.This variety of brand names is typical of a __________ strategy.

Coke was repositioned as a slightly sweeter,less filling soft drink because the Coca-Cola Company discovered that its 1984 market share in supermarkets was 2 percent behind Pepsi.This product repositioning strategy was __________.

Private branding refers to a branding strategy in which a firm __________.

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

Figure 11-3 -product life cycle shown in "D" in Figure 11-3 above is an example of a __________ product.

five criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each of the criteria.

During the introduction stage of the product life cycle,a(n)__________ pricing strategy may be used.This pricing strategy charges a high initial price to recoup the costs of product development.

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.The two indexes focus 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

strategy of harvesting may be employed in the decline stage of a product life to __________.

Brand licensing refers to __________.

Mott's applesauce promotes itself as a low-fat alternative to cooking oil for baked goods.Mott's is __________.

Gatorade successfully used a__________ strategy when it introduced Gatorade G2.

is the difference between a brand name and a trade name? Give an example of each.

concept that describes the stages a product goes through in the marketplace-introduction,growth,maturity,and decline-is referred to as the __________.

brand name that cannot be spoken is referred to as a __________.

key idea behind diffusion of innovation is that __________.

a firm's marketing dashboard displays a BDI over 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,this indicates which of the following?

a company manufactures a new product with the current brand name to enter a new market segment in its product class,it is using __________.

Mars,Inc.sells Snickers,Milky Way,Twix,Skittles,Dove,Starburst,M&Ms,and Three Musketeer candy.This variety of brand names is typical of a __________ strategy.

Coke was repositioned as a slightly sweeter,less filling soft drink because the Coca-Cola Company discovered that its 1984 market share in supermarkets was 2 percent behind Pepsi.This product repositioning strategy was __________.

Private branding refers to a branding strategy in which a firm __________.

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

Figure 11-3 -product life cycle shown in "D" in Figure 11-3 above is an example of a __________ product.

five criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each of the criteria.

During the introduction stage of the product life cycle,a(n)__________ pricing strategy may be used.This pricing strategy charges a high initial price to recoup the costs of product development.

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.The two indexes focus 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