Question 1

second step in the sequential process of building brand equity is to __________.

Accepted Answer

A)  develop positive brand awareness 
B)  establish a brand's meaning in the minds of consumers 
C)  elicit the proper consumer responses to a brand's identity and meaning 
D)  create a consumer-brand connection 
E)  reward loyal customer behavior 
A)  develop positive brand awareness 
B)  establish a brand's meaning in the minds of consumers 
C)  elicit the proper consumer responses to a brand's identity and meaning 
D)  create a consumer-brand connection 
E)  reward loyal customer behavior

Question 2

Which of the following products would have a low-learning product life cycle curve?

Accepted Answer

A)  electric cars 
B)  Fusion razor 
C)  interactive television 
D)  software for learning a foreign language 
E)  convection ovens 
A)  electric cars 
B)  Fusion razor 
C)  interactive television 
D)  software for learning a foreign language 
E)  convection ovens

Question 3

Apple launched its iPhone in 2007 and has become the world's best smartphone with its multitouch user interface and its "apps." The product class has experienced tremendous growth,both in terms of sales and the addition of formidable competitors such as Samsung,LG,HTC,Nokia,BlackBerry,etc.vying for market share.Which stage of the product life cycle are smartphones such as the iPhone in?

Accepted Answer

A)  decline stage 
B)  commercialization stage 
C)  maturity stage 
D)  growth stage 
E)  introduction stage 
A)  decline stage 
B)  commercialization stage 
C)  maturity stage 
D)  growth stage 
E)  introduction stage

Question 4

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in __________.

Accepted Answer

A)  lower product prices for consumers because of lower labor, raw material, and packaging costs 
B)  a greener environment due to the reduction in the amount of packaging, thereby reducing the amount of waste disposed in landfills 
C)  fewer product choices for consumers that led to riding prices 
D)  keeping prices from rising in response to the psychological barriers consumers have developed for downsized products 
E)  a subtle, deceptive, yet legal practice of increasing the price 
A)  lower product prices for consumers because of lower labor, raw material, and packaging costs 
B)  a greener environment due to the reduction in the amount of packaging, thereby reducing the amount of waste disposed in landfills 
C)  fewer product choices for consumers that led to riding prices 
D)  keeping prices from rising in response to the psychological barriers consumers have developed for downsized products 
E)  a subtle, deceptive, yet legal practice of increasing the price

Question 5

life cycle of a product depends on sales to __________.

Accepted Answer

A)  consumers 
B)  distributors 
C)  intermediaries 
D)  brokers 
E)  exporters 
A)  consumers 
B)  distributors 
C)  intermediaries 
D)  brokers 
E)  exporters

Question 6

Express warranties __________.

Accepted Answer

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

Question 7

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 leaders in social settings and have slightly above average educations 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 8

Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers.Such expenditures are often made to stimulate primary demand,or desire for the product __________,rather than for a specific brand,when there are few competitors with the same product.

Accepted Answer

A)  class 
B)  form 
C)  item 
D)  mix 
E)  concept 
A)  class 
B)  form 
C)  item 
D)  mix 
E)  concept

Question 9

Explain the difference between trading up and trading down when repositioning a product.

Accepted Answer

Often a company decides to reposition it

Question 10

they were first introduced,peel-back aluminum seals were seen as a great alternative to using a traditional can opener to open cans because many people sliced their fingers with can openers.As soon as the technology became more widely available,many manufacturers switched to this safer more flexible seal.This packaging innovation demonstrated the importance of a __________.

Accepted Answer

A)  functional benefit 
B)  reseller benefit 
C)  communication benefit 
D)  perceptual benefit 
E)  psychological benefit 
A)  functional benefit 
B)  reseller benefit 
C)  communication benefit 
D)  perceptual benefit 
E)  psychological benefit

Question 11

sale of two or more separate products in one package is referred to as __________.

Accepted Answer

A)  a two-for-one deal 
B)  product modification 
C)  product repositioning 
D)  product bundling 
E)  product differentiation 
A)  a two-for-one deal 
B)  product modification 
C)  product repositioning 
D)  product bundling 
E)  product differentiation

Question 12

Counterfeit products steal sales from the original manufacturer or harm the company's reputation.U.S.companies lose up to __________ each year to counterfeit products.

Accepted Answer

A)  $100 million 
B)  $1 billion 
C)  $10 billion 
D)  $100 billion 
E)  $250 billion 
A)  $100 million 
B)  $1 billion 
C)  $10 billion 
D)  $100 billion 
E)  $250 billion

Question 13

Johnson & Johnson effectively __________ St.Joseph Aspirin as a product for infants to an adult low-strength aspirin designed to reduce the risk of heart attacks.

Accepted Answer

A)  reinvented 
B)  resurrected 
C)  reconfigured 
D)  repositioned 
E)  realigned 
A)  reinvented 
B)  resurrected 
C)  reconfigured 
D)  repositioned 
E)  realigned

Question 14

Companies can employ four general branding strategies,which include: (1)multiproduct branding; (2)__________; (3)private branding; and (4)mixed branding.

Accepted Answer

A)  multibranding 
B)  retailer branding 
C)  intermediary branding 
D)  brand licensing 
E)  co-branding 
A)  multibranding 
B)  retailer branding 
C)  intermediary branding 
D)  brand licensing 
E)  co-branding

Question 15

U.S.Patent and Trademark Office website allows you to __________.

Accepted Answer

A)  see if a brand or trade name has been registered 
B)  view the list of brand franchises approved 
C)  view the status of trademark infringement lawsuits 
D)  copyright a book without having to use a lawyer 
E)  buy unused trademarks 
A)  see if a brand or trade name has been registered 
B)  view the list of brand franchises approved 
C)  view the status of trademark infringement lawsuits 
D)  copyright a book without having to use a lawyer 
E)  buy unused trademarks

Question 16

Dr. Pepper KISS Ad
-consumers think of Harley-Davidson,the image is of a masculine,non-conformist.With Vespa motor scooters,the image is of a brainy environmentalist.Both Vespa and Harley-Davidson ___________.

Accepted Answer

A)  have brand personalities 
B)  have created brand subcultures 
C)  are logotypes 
D)  use co-branding 
E)  use product personification 
A)  have brand personalities 
B)  have created brand subcultures 
C)  are logotypes 
D)  use co-branding 
E)  use product personification

Question 17

who tried the Gillette Fusion razor were so satisfied with it that 60 percent of them adopted the product permanently.These men are known as __________ purchasers.

Accepted Answer

A)  repeat 
B)  replicate 
C)  recurring 
D)  reiterate 
E)  die-hard 
A)  repeat 
B)  replicate 
C)  recurring 
D)  reiterate 
E)  die-hard

Question 18

selecting a brand name,it should suggest product benefits; be memorable,distinctive and positive; fit the company or product image; be simple and emotional; and __________.

Accepted Answer

A)  be humorous or mysterious 
B)  have no legal or regulatory restrictions 
C)  be easy to spell and pronounce 
D)  contain no hidden meanings 
E)  suggest an air of mystery 
A)  be humorous or mysterious 
B)  have no legal or regulatory restrictions 
C)  be easy to spell and pronounce 
D)  contain no hidden meanings 
E)  suggest an air of mystery

Question 19

Twenty years ago,the Mississippi Gulf Coast was a nice place to vacation with a white sandy beach,golfing opportunities,resort hotels,and good seafood restaurants.With the addition of casinos,the Gulf Coast improved its odds of being a tourist destination for more travelers.This is an example of a __________ strategy.

Accepted Answer

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

Question 20

Coca-Cola Company is the __________ of that firm.

Accepted Answer

A)  logo 
B)  brand name 
C)  trade name 
D)  brand identity 
E)  trademark 
A)  logo 
B)  brand name 
C)  trade name 
D)  brand identity 
E)  trademark

second step in the sequential process of building brand equity is to __________.

Which of the following products would have a low-learning product life cycle curve?

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in __________.

life cycle of a product depends on sales to __________.

Express warranties __________.

Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers.Such expenditures are often made to stimulate primary demand,or desire for the product __________,rather than for a specific brand,when there are few competitors with the same product.

Explain the difference between trading up and trading down when repositioning a product.

sale of two or more separate products in one package is referred to as __________.

Counterfeit products steal sales from the original manufacturer or harm the company's reputation.U.S.companies lose up to __________ each year to counterfeit products.

Johnson & Johnson effectively __________ St.Joseph Aspirin as a product for infants to an adult low-strength aspirin designed to reduce the risk of heart attacks.

Companies can employ four general branding strategies,which include: (1)multiproduct branding; (2)__________; (3)private branding; and (4)mixed branding.

U.S.Patent and Trademark Office website allows you to __________.

Dr. Pepper KISS Ad -consumers think of Harley-Davidson,the image is of a masculine,non-conformist.With Vespa motor scooters,the image is of a brainy environmentalist.Both Vespa and Harley-Davidson ___________.

who tried the Gillette Fusion razor were so satisfied with it that 60 percent of them adopted the product permanently.These men are known as __________ purchasers.

selecting a brand name,it should suggest product benefits; be memorable,distinctive and positive; fit the company or product image; be simple and emotional; and __________.

Coca-Cola Company is the __________ of that firm.

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

second step in the sequential process of building brand equity is to __________.

Which of the following products would have a low-learning product life cycle curve?

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in __________.

life cycle of a product depends on sales to __________.

Express warranties __________.

Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers.Such expenditures are often made to stimulate primary demand,or desire for the product __________,rather than for a specific brand,when there are few competitors with the same product.

Explain the difference between trading up and trading down when repositioning a product.

sale of two or more separate products in one package is referred to as __________.

Counterfeit products steal sales from the original manufacturer or harm the company's reputation.U.S.companies lose up to __________ each year to counterfeit products.

Johnson & Johnson effectively __________ St.Joseph Aspirin as a product for infants to an adult low-strength aspirin designed to reduce the risk of heart attacks.

Companies can employ four general branding strategies,which include: (1)multiproduct branding; (2)__________; (3)private branding; and (4)mixed branding.

U.S.Patent and Trademark Office website allows you to __________.

Dr. Pepper KISS Ad -consumers think of Harley-Davidson,the image is of a masculine,non-conformist.With Vespa motor scooters,the image is of a brainy environmentalist.Both Vespa and Harley-Davidson ___________.

who tried the Gillette Fusion razor were so satisfied with it that 60 percent of them adopted the product permanently.These men are known as __________ purchasers.

selecting a brand name,it should suggest product benefits; be memorable,distinctive and positive; fit the company or product image; be simple and emotional; and __________.

Coca-Cola Company is the __________ of that firm.

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