Question 1

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 2

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 3

Product form refers to

Accepted Answer

A) a distinctive shape of a product life cycle. 
B) similarities within the product category. 
C) variations within the product class. 
D) variations from product lines in a product mix. 
E) shared characteristics within the product class. 
A) a distinctive shape of a product life cycle. 
B) similarities within the product category. 
C) variations within the product class. 
D) variations from product lines in a product mix. 
E) shared characteristics within the product class.

Question 4

The 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 deliberate adopters with many informal social contacts are called __________ product adopters.

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 5

Popsicle Package Photos
-There is one visible difference between the two packages in the Popsicle package photos shown above (one a 24-pack and the other a 20-pack),even though both sold for the same price.Discuss which aspect(s)might be considered legal but unethical,and why.

Accepted Answer

The size of the package on the right is

Question 6

The __________ 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 7

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

Accepted Answer

A) 18 months 
B) 5-10 years 
C) 20 years 
D) 30 years 
E) unpredictable 
A) 18 months 
B) 5-10 years 
C) 20 years 
D) 30 years 
E) unpredictable

Question 8

Warranties that assign responsibility for product deficiencies to the manufacturer are called __________ warranties.

Accepted Answer

A) guaranteed 
B) quality control 
C) implied 
D) strict-liability 
E) express 
A) guaranteed 
B) quality control 
C) implied 
D) strict-liability 
E) express

Question 9

What is the marketing objective for the growth stage of the product life cycle?

Accepted Answer

A) minimize promotion 
B) increase market share 
C) stress differentiation 
D) gain awareness 
E) maintain brand loyalty 
A) minimize promotion 
B) increase market share 
C) stress differentiation 
D) gain awareness 
E) maintain brand loyalty

Question 10

If a customer is reluctant to try a new product because she's afraid it might make her ill,the company is most likely facing a(n)__________ barrier.

Accepted Answer

A) usage 
B) risk 
C) value 
D) emotional 
E) psychological 
A) usage 
B) risk 
C) value 
D) emotional 
E) psychological

Question 11

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

Question 12

The shapes of the product life cycle for high-learning,low-learning,fashion,and fad products vary as does __________.

Accepted Answer

A) the actual length of time a given product stays in any given stage of the life cycle 
B) the individual criteria selected to place a firm in a stage of the life cycle 
C) the importance of the marketing mix elements 
D) the importance of environmental forces 
E) the importance of new product innovation 
A) the actual length of time a given product stays in any given stage of the life cycle 
B) the individual criteria selected to place a firm in a stage of the life cycle 
C) the importance of the marketing mix elements 
D) the importance of environmental forces 
E) the importance of new product innovation

Question 13

New Balance,Inc.successfully repositioned its athletic shoes to focus on fit,durability,and comfort rather than on going head-on against Nike and Adidas on fashion and professional sports.This product repositioning strategy was designed to __________.

Accepted Answer

A) react to a competitor's position 
B) reach a new target market segment 
C) catch a rising trend 
D) change the value offered to its customers 
E) accommodate its target audience preference for comfortable sneakers 
A) react to a competitor's position 
B) reach a new target market segment 
C) catch a rising trend 
D) change the value offered to its customers 
E) accommodate its target audience preference for comfortable sneakers

Question 14

The Dr Pepper KISS ad shown above depicts a set of human characteristics associated with a brand name,which defines its __________.

Accepted Answer

A) symbolic brand 
B) brand personality 
C) brand psychographic 
D) brand personification 
E) product personification 
A) symbolic brand 
B) brand personality 
C) brand psychographic 
D) brand personification 
E) product personification

Question 15

The 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 16

Brand equity refers to __________.

Accepted Answer

A) the resources invested to create a name,phrase,design,symbol,or combination of these to identify a firm's products and distinguish them from those of its competitors 
B) the difference between the revenues generated and the costs incurred to sell a product 
C) increasing the content contained within the brand's package without changing its size or increasing its price 
D) the net present value of the royalties the firm receives as a result of licensing its brand to other firms to manufacture and/or market 
E) the added value a brand name gives to a product beyond the functional benefits provided 
A) the resources invested to create a name,phrase,design,symbol,or combination of these to identify a firm's products and distinguish them from those of its competitors 
B) the difference between the revenues generated and the costs incurred to sell a product 
C) increasing the content contained within the brand's package without changing its size or increasing its price 
D) the net present value of the royalties the firm receives as a result of licensing its brand to other firms to manufacture and/or market 
E) the added value a brand name gives to a product beyond the functional benefits provided

Question 17

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.One of these indexes is the BDI or __________.

Accepted Answer

A) business development index 
B) brand development index 
C) business-portfolio development index 
D) buyers development index 
E) benchmark development index 
A) business development index 
B) brand development index 
C) business-portfolio development index 
D) buyers development index 
E) benchmark development index

Question 18

The primary purpose of a trademark is to

Accepted Answer

A) legally protect a product's brand name or trade name that prevents others from using it. 
B) allow a company to use the brand name on multiple products in its product line. 
C) legally identify the product as having met government standards for its product item. 
D) help consumers identify a genuine product from a counterfeit product. 
E) capitalize on the brand equity a consumer associates with the symbol,sound,or image. 
A) legally protect a product's brand name or trade name that prevents others from using it. 
B) allow a company to use the brand name on multiple products in its product line. 
C) legally identify the product as having met government standards for its product item. 
D) help consumers identify a genuine product from a counterfeit product. 
E) capitalize on the brand equity a consumer associates with the symbol,sound,or image.

Question 19

The communication aspect of packaging on a can of Campbell's soup would most likely be of the greatest benefit to __________.

Accepted Answer

A) people in a hurry to get to work 
B) people on a tight budget 
C) people with dietary restrictions 
D) people who are brand loyal 
E) people who love to try new things 
A) people in a hurry to get to work 
B) people on a tight budget 
C) people with dietary restrictions 
D) people who are brand loyal 
E) people who love to try new things

Question 20

A manufacturer can successfully use mixed branding because __________.

Accepted Answer

A) it involves giving each product a distinct brand name 
B) the segment attracted to the reseller product is different from its own targeted market segment 
C) the company uses one name for all of its products for the sake of simplicity 
D) it is easy to do 
E) it produces lower profits for the reseller and higher profits for the manufacturer 
A) it involves giving each product a distinct brand name 
B) the segment attracted to the reseller product is different from its own targeted market segment 
C) the company uses one name for all of its products for the sake of simplicity 
D) it is easy to do 
E) it produces lower profits for the reseller and higher profits for the manufacturer

Exam 11: Managing Successful Products, Services, and Brands

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

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 form refers to

Popsicle Package Photos -There is one visible difference between the two packages in the Popsicle package photos shown above (one a 24-pack and the other a 20-pack),even though both sold for the same price.Discuss which aspect(s)might be considered legal but unethical,and why.

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

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

Warranties that assign responsibility for product deficiencies to the manufacturer are called __________ warranties.

What is the marketing objective for the growth stage of the product life cycle?

If a customer is reluctant to try a new product because she's afraid it might make her ill,the company is most likely facing a(n)__________ barrier.

When 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 __________.

The shapes of the product life cycle for high-learning,low-learning,fashion,and fad products vary as does __________.

New Balance,Inc.successfully repositioned its athletic shoes to focus on fit,durability,and comfort rather than on going head-on against Nike and Adidas on fashion and professional sports.This product repositioning strategy was designed to __________.

The Dr Pepper KISS ad shown above depicts a set of human characteristics associated with a brand name,which defines its __________.

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

Brand equity refers to __________.

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.One of these indexes is the BDI or __________.

The primary purpose of a trademark is to

The communication aspect of packaging on a can of Campbell's soup would most likely be of the greatest benefit to __________.

A manufacturer can successfully use mixed branding because __________.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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 to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters

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.