Exam 11: Managing Successful Products,Services,and Brands

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of __________.

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

was originally sold in Europe as an adult __________.

Apple first introduced the Apple II personal computer in 1977,industry analysts predicted that very few would be sold.However,a short time after the product was made available,consumers who were young,highly educated,adventuresome,and who were well informed began buying them.While those buyers were relatively few in number,marketers like IBM and Compaq were encouraged because other,less adventuresome consumers like businesspeople would likely adopt personal computers later.Based on the diffusion of innovation concept,those first buyers of personal computers were __________.

Which of the following is a characteristic of the growth stage of the product life cycle?

sells a portable workbench called the FAHRTFULL.The product has many positive features,and in German or Swedish markets,the name describes the product's features well (fahrt meaning travel).This brand name in the United States however,may not be as effective due to __________.

Which of the following statements about the introduction stage of the product life cycle is most accurate?

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies __________.

is the difference between multiproduct branding and multibrand strategies? What advantages are offered by each of these two approaches?

of the following are market modification strategies EXCEPT __________.

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

Dr. Pepper KISS Ad -Brand equity is the added value a brand name gives to a product beyond the functional benefits provided.This value has two distinct advantages: (1)it creates a competitive advantage and (2)__________.

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

swoosh that appears on every Nike product is an example of a __________.

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

of the following marketing actions can be used by a firm to counteract barriers to product adoption EXCEPT __________.

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

Which of the following statements is MOST accurate?

Generally,the average length of time it takes for a product category to move from the introduction stage of its product life cycle to the decline stage is __________.

Figure 11-7 -Companies can employ several different branding strategies.In Figure 11-7 above,"B" represents a __________ strategy.