Question 1

A__________ product requires little learning by the consumer,and the benefits of the purchase are readily understood.

Accepted Answer

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

Question 2

aging baby boomer population has led to increased interest in developing and marketing products to satisfy the needs of this large market.As a result,moisturizing lotions and creams like Oil of Olay are now positioned as "age-defying" products.This is an example of which of repositioning action?

Accepted Answer

A)  reaching a new market 
B)  reacting to a competitor's position 
C)  trading up 
D)  changing the value offered 
E)  product modification 
A)  reaching a new market 
B)  reacting to a competitor's position 
C)  trading up 
D)  changing the value offered 
E)  product modification

Question 3

Figure 11-4
-Figure 11-4 above shows that in 1995,CDs were in the __________ stage of the product life cycle,while cassette tapes were in the __________ stage.

Accepted Answer

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

Question 4

product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as __________.

Accepted Answer

A)  co-brands 
B)  private brands 
C)  fighting brands 
D)  brand extensions 
E)  subbrands 
A)  co-brands 
B)  private brands 
C)  fighting brands 
D)  brand extensions 
E)  subbrands

Question 5

CDI/BDI Marketing Dashboard
-the CDI/BDI marketing dashboard above,which segment consumes the most fruit drinks?

Accepted Answer

A)  households without children 
B)  households with children 13 to 18 years old 
C)  households with children 6 years old or under 
D)  households with children 7 to 12 years old 
E)  Because the BDI and CDI show inconsistencies in their measurements, especially in the segment of children under the age of six, it is impossible to answer the question. 
A)  households without children 
B)  households with children 13 to 18 years old 
C)  households with children 6 years old or under 
D)  households with children 7 to 12 years old 
E)  Because the BDI and CDI show inconsistencies in their measurements, especially in the segment of children under the age of six, it is impossible to answer the question.

Question 6

Xerox pioneered the first portable fax machine.In 1980,the price was $12,700.Xerox used a(n)__________ pricing strategy to help recover its research and development costs.

Accepted Answer

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

Question 7

Product form refers to __________.

Accepted Answer

A)  the legal description of an individual item including all its salient characteristics 
B)  the SKU designation assigned to a product item 
C)  a series of product items that share similar characteristics in terms of usage 
D)  variations within the product class 
E)  a group of product items that comprise an industry 
A)  the legal description of an individual item including all its salient characteristics 
B)  the SKU designation assigned to a product item 
C)  a series of product items that share similar characteristics in terms of usage 
D)  variations within the product class 
E)  a group of product items that comprise an industry

Question 8

initial purchase of a product by a consumer is referred to as a(n)_________.

Accepted Answer

A)  product sampling 
B)  first buy 
C)  trial 
D)  assessment 
E)  examination period 
A)  product sampling 
B)  first buy 
C)  trial 
D)  assessment 
E)  examination period

Question 9

key challenges that package and label designers face include: (1)connecting with customers; (2)__________; (3)health,safety,and security issues; and (4)cost reduction.

Accepted Answer

A)  governmental regulations 
B)  environmental concerns 
C)  competition from global markets 
D)  patent and trademark issues 
E)  cultural and societal issues 
A)  governmental regulations 
B)  environmental concerns 
C)  competition from global markets 
D)  patent and trademark issues 
E)  cultural and societal issues

Question 10

strategy for managing a product's life cycle that attempts to increase a product's use among existing customers,create new use situations,or find new customers is referred to as __________.

Accepted Answer

A)  market modification 
B)  product modification 
C)  product repositioning 
D)  product extension 
E)  diversification 
A)  market modification 
B)  product modification 
C)  product repositioning 
D)  product extension 
E)  diversification

Question 11

a firm's marketing dashboard displays a CDI under 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 12

all electric-powered automobile is in which stage of its product life cycle?

Accepted Answer

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

Question 13

a firm's marketing dashboard displays a CDI 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 14

marketing objective for a product in the __________ stage of the product life cycle is to create consumer awareness and stimulate trial.

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 15

Greeting cards are an example of a __________,and Valentine cards are an example of a __________.

Accepted Answer

A)  product line; product class 
B)  product family; product line 
C)  product class; product form 
D)  product brand; product line 
E)  product form; product class 
A)  product line; product class 
B)  product family; product line 
C)  product class; product form 
D)  product brand; product line 
E)  product form; product class

Question 16

Which of the following products would have a fad product life cycle curve?

Accepted Answer

A)  women's hosiery 
B)  pet rocks 
C)  electric cars 
D)  convection ovens 
E)  sport drinks 
A)  women's hosiery 
B)  pet rocks 
C)  electric cars 
D)  convection ovens 
E)  sport drinks

Question 17

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,CDI and BDI,stand for __________.

Accepted Answer

A)  comprehensive demographic inventory and brand designation information 
B)  consumer demographic index and buyer demographic inventory 
C)  category development index and brand development index 
D)  consumer development index and brand development inventory 
E)  category development index and buyer development inventory 
A)  comprehensive demographic inventory and brand designation information 
B)  consumer demographic index and buyer demographic inventory 
C)  category development index and brand development index 
D)  consumer development index and brand development inventory 
E)  category development index and buyer development inventory

Question 18

Figure 11-1
-Figure 11-1 above represents the stages of the product life cycle.What does the portion of the curve labeled "D" 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 19

Another name for multiproduct branding is __________.

Accepted Answer

A)  family branding 
B)  mixed branding 
C)  uniform branding 
D)  co-branding 
E)  agent licensing 
A)  family branding 
B)  mixed branding 
C)  uniform branding 
D)  co-branding 
E)  agent licensing

Question 20

Procter & Gamble introduced the product manager staff position in a marketing organizational structure in 1928.Consumer packaged goods firms like General Mills and PepsiCo and as well as industrial firms such as Intel and Hewlett-Packard employ a product manager to manage __________.

Accepted Answer

A)  all of an organization's product items or brands 
B)  all of an organization's product classes 
C)  all of an organization's existing products through the stages of their life cycles 
D)  all products or brands that require close fiscal scrutiny 
E)  a close-knit family of products or brands 
A)  all of an organization's product items or brands 
B)  all of an organization's product classes 
C)  all of an organization's existing products through the stages of their life cycles 
D)  all products or brands that require close fiscal scrutiny 
E)  a close-knit family of products or brands

Exam 11: Managing Successful Products,Services,and Brands

A__________ product requires little learning by the consumer,and the benefits of the purchase are readily understood.

aging baby boomer population has led to increased interest in developing and marketing products to satisfy the needs of this large market.As a result,moisturizing lotions and creams like Oil of Olay are now positioned as "age-defying" products.This is an example of which of repositioning action?

Figure 11-4 -Figure 11-4 above shows that in 1995,CDs were in the __________ stage of the product life cycle,while cassette tapes were in the __________ stage.

product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as __________.

CDI/BDI Marketing Dashboard -the CDI/BDI marketing dashboard above,which segment consumes the most fruit drinks?

Xerox pioneered the first portable fax machine.In 1980,the price was $12,700.Xerox used a(n)__________ pricing strategy to help recover its research and development costs.

Product form refers to __________.

initial purchase of a product by a consumer is referred to as a(n)_________.

key challenges that package and label designers face include: (1)connecting with customers; (2)__________; (3)health,safety,and security issues; and (4)cost reduction.

strategy for managing a product's life cycle that attempts to increase a product's use among existing customers,create new use situations,or find new customers is referred to as __________.

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

all electric-powered automobile is in which stage of its product life cycle?

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

marketing objective for a product in the __________ stage of the product life cycle is to create consumer awareness and stimulate trial.

Greeting cards are an example of a __________,and Valentine cards are an example of a __________.

Which of the following products would have a fad product life cycle curve?

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,CDI and BDI,stand for __________.

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

Another name for multiproduct branding is __________.

Procter & Gamble introduced the product manager staff position in a marketing organizational structure in 1928.Consumer packaged goods firms like General Mills and PepsiCo and as well as industrial firms such as Intel and Hewlett-Packard employ a product manager to manage __________.

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

Figure 11-4 -Figure 11-4 above shows that in 1995,CDs were in the stage of the product life cycle,while cassette tapes were in the stage.

Greeting cards are an example of a ,and Valentine cards are an example of a .