Question 1

Kellogg's changed the name of its Heartwise cereal to Fiberwise MOST LIKELY to __________.

Accepted Answer

A) respond to a changing public interest from heart to intestinal health issues 
B) convey a stronger product image,since "heart" implied sentimentality and "fiber" implied strength 
C) comply with Food and Drug Administration guidelines on the use of the word "heart" in food brand names 
D) avoid a lawsuit by the makers of HeartPro Organic Cereal because they claimed the names and benefits were too similar 
E) complement its new line of breakfast fiber bars 
A) respond to a changing public interest from heart to intestinal health issues 
B) convey a stronger product image,since "heart" implied sentimentality and "fiber" implied strength 
C) comply with Food and Drug Administration guidelines on the use of the word "heart" in food brand names 
D) avoid a lawsuit by the makers of HeartPro Organic Cereal because they claimed the names and benefits were too similar 
E) complement its new line of breakfast fiber bars

Question 2

The consumers represented by "E" in Figure 11-5 above are called __________.

Accepted Answer

A) laggards 
B) innovators 
C) late majority 
D) early majority 
E) early adopters 
A) laggards 
B) innovators 
C) late majority 
D) early majority 
E) early adopters

Question 3

An 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 repositioned as "age-defying" products.This is an example of which product 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 4

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

Accepted Answer

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

Question 5

The marketing of low-cost copies of popular brands not manufactured by the original producer is referred to as

Accepted Answer

A) brand cannibalization. 
B) co-branding. 
C) brand imitation. 
D) product counterfeiting. 
E) re-manufacturing. 
A) brand cannibalization. 
B) co-branding. 
C) brand imitation. 
D) product counterfeiting. 
E) re-manufacturing.

Question 6

Since Gatorade Thirst Quencher was concocted in 1965,its marketers have introduced Gatorade Frost in 1997,Gatorade Fierce in 1999,the Gatorade Performance Series in 2001,Gatorade Rain in 2006,and the Gatorade G Series in 2011,to name a few.These introductions are examples of __________.

Accepted Answer

A) brand extensions 
B) subbranding 
C) primary demand 
D) product line extensions 
E) a product class 
A) brand extensions 
B) subbranding 
C) primary demand 
D) product line extensions 
E) a product class

Question 7

The belief that products originating from one country would be of better or worse quality than the products from another country illustrates the __________ benefits that packaging information can provide.

Accepted Answer

A) functional 
B) financial 
C) physical 
D) perceptual 
E) communication 
A) functional 
B) financial 
C) physical 
D) perceptual 
E) communication

Question 8

In terms of the diffusion of innovation,innovators account for __________ of product adopters.

Accepted Answer

A) 2.5% 
B) 13.5% 
C) 16% 
D) 34% 
E) 50% 
A) 2.5% 
B) 13.5% 
C) 16% 
D) 34% 
E) 50%

Question 9

When selecting a brand name,it should: (1)suggest product benefits; (2)be memorable,distinctive and positive; (3)fit the company or product image; (4)__________; (5)be simple and emotional;and (6)have favorable phonetic and semantic associations in other languages.

Accepted Answer

A) never have a humorous connotation 
B) be easy to spell and pronounce 
C) be patented 
D) not be easily imitated 
E) have no legal or regulatory restrictions 
A) never have a humorous connotation 
B) be easy to spell and pronounce 
C) be patented 
D) not be easily imitated 
E) have no legal or regulatory restrictions

Question 10

The entire product category or industry is referred to as __________.

Accepted Answer

A) product form 
B) product class 
C) product line 
D) product mix 
E) product item 
A) product form 
B) product class 
C) product line 
D) product mix 
E) product item

Question 11

A risk with __________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

Accepted Answer

A) brand extensions 
B) product line extensions 
C) co-branding 
D) private branding 
E) mixed branding 
A) brand extensions 
B) product line extensions 
C) co-branding 
D) private branding 
E) mixed branding

Question 12

The product life cycle refers to __________.

Accepted Answer

A) the average life span of a product 
B) a concept that describes the stages a new product goes through from product concept to commercialization 
C) a concept that describes the stages a product goes through in the marketplace-early growth,accelerated development,maturity,and decline 
D) a concept that describes the stages a product goes through in the marketplace-introduction,growth,maturity,and decline 
E) the amount of time it takes a product innovation to completely diffuse in the marketplace 
A) the average life span of a product 
B) a concept that describes the stages a new product goes through from product concept to commercialization 
C) a concept that describes the stages a product goes through in the marketplace-early growth,accelerated development,maturity,and decline 
D) a concept that describes the stages a product goes through in the marketplace-introduction,growth,maturity,and decline 
E) the amount of time it takes a product innovation to completely diffuse in the marketplace

Question 13

Ralph Lauren has a long-term __________ agreement with Luxottica Group,S.p.A.of Milan for the design,production,and worldwide distribution of prescription frames and sunglasses under the Ralph Lauren brand.The agreement is an ideal fit for both companies.Ralph Lauren is a leader in the design,marketing,and distribution of premium lifestyle products.Luxottica is the global leader in the premium and luxury eyewear sector.

Accepted Answer

A) brand licensing 
B) generic branding 
C) multiproduct branding licensing 
D) mixed branding 
E) co-branding 
A) brand licensing 
B) generic branding 
C) multiproduct branding licensing 
D) mixed branding 
E) co-branding

Question 14

According to the textbook,which of the following is the MOST counterfeited branded products?

Accepted Answer

A) shoes 
B) watches and jewelry 
C) handbags and wallets 
D) clothing and accessories 
E) consumer electronics 
A) shoes 
B) watches and jewelry 
C) handbags and wallets 
D) clothing and accessories 
E) consumer electronics

Question 15

The 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 16

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

Accepted Answer

A) social and societal issues 
B) competition from global markets 
C) cost reduction 
D) governmental regulations 
E) diminishing color,symbol,and trademark selections 
A) social and societal issues 
B) competition from global markets 
C) cost reduction 
D) governmental regulations 
E) diminishing color,symbol,and trademark selections

Question 17

LED (light-emitting diode)light bulbs from marketers such as the Cree LED light bulb shown above,have been available for only a few years in low lighting levels (lumens),are now coming to the marketplace.They are designed to replace incandescent and even compact fluorescent light bulbs,in part because of a federal law that phases out incandescent light bulbs in favor of more energy efficient ones.LED bulbs,which today can cost about $10 to $15 for a 60-watt bulb,will last up to 20 years.In what stage of the product life cycle is this product?

Accepted Answer

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

Question 18

When Wendy's wants to increase the value of its Dave's Hot 'N Juicy cheeseburger to its customers,it combines complementary items (French fries and a soft drink-a medium-sized Coke with the burger)to expedite the ordering process,given the myriad of menu order options available.This product modification approach is called __________.

Accepted Answer

A) a BOGO deal 
B) product modification 
C) product repositioning 
D) product differentiation 
E) product bundling 
A) a BOGO deal 
B) product modification 
C) product repositioning 
D) product differentiation 
E) product bundling

Question 19

As shown in the UMD11: CDI/BDI Marketing Dashboard above,a BDI of 30 is determined by __________.

Accepted Answer

A) finding the percent of the U.S.population in the "Households without children" segment divided by the percent of Hawaiian Punch sold to households without children in the U.S.multiplied by 100 
B) subtracting the total number of non-users from the total number of users of Hawaiian Punch sold to households without children 
C) finding the difference in total sales of Hawaiian Punch between households who have children with those who do not 
D) finding the percent of Hawaiian Punch sold to households without children in the U.S.divided by the percent of the U.S.population in the "Households without children" segment multiplied by 100 
E) using the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry,including the firm itself 
A) finding the percent of the U.S.population in the "Households without children" segment divided by the percent of Hawaiian Punch sold to households without children in the U.S.multiplied by 100 
B) subtracting the total number of non-users from the total number of users of Hawaiian Punch sold to households without children 
C) finding the difference in total sales of Hawaiian Punch between households who have children with those who do not 
D) finding the percent of Hawaiian Punch sold to households without children in the U.S.divided by the percent of the U.S.population in the "Households without children" segment multiplied by 100 
E) using the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry,including the firm itself

Question 20

Any container in which a product is offered for sale and on which information is communicated is referred to as __________.

Accepted Answer

A) a point of purchase display 
B) merchandising 
C) packaging 
D) a label 
E) a product bundle 
A) a point of purchase display 
B) merchandising 
C) packaging 
D) a label 
E) a product bundle

Kellogg's changed the name of its Heartwise cereal to Fiberwise MOST LIKELY to __________.

The consumers represented by "E" in Figure 11-5 above are called __________.

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

The marketing of low-cost copies of popular brands not manufactured by the original producer is referred to as

Since Gatorade Thirst Quencher was concocted in 1965,its marketers have introduced Gatorade Frost in 1997,Gatorade Fierce in 1999,the Gatorade Performance Series in 2001,Gatorade Rain in 2006,and the Gatorade G Series in 2011,to name a few.These introductions are examples of __________.

The belief that products originating from one country would be of better or worse quality than the products from another country illustrates the __________ benefits that packaging information can provide.

In terms of the diffusion of innovation,innovators account for __________ of product adopters.

When selecting a brand name,it should: (1)suggest product benefits; (2)be memorable,distinctive and positive; (3)fit the company or product image; (4)__________; (5)be simple and emotional;and (6)have favorable phonetic and semantic associations in other languages.

The entire product category or industry is referred to as __________.

A risk with __________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

The product life cycle refers to __________.

According to the textbook,which of the following is the MOST counterfeited branded products?

The key idea behind diffusion of innovation is that __________.

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

As shown in the UMD11: CDI/BDI Marketing Dashboard above,a BDI of 30 is determined by __________.

Any container in which a product is offered for sale and on which information is communicated is referred to as __________.

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

Exam 11: Managing Successful Products, Services, and Brands

Kellogg's changed the name of its Heartwise cereal to Fiberwise MOST LIKELY to __________.

The consumers represented by "E" in Figure 11-5 above are called __________.

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

The marketing of low-cost copies of popular brands not manufactured by the original producer is referred to as

Since Gatorade Thirst Quencher was concocted in 1965,its marketers have introduced Gatorade Frost in 1997,Gatorade Fierce in 1999,the Gatorade Performance Series in 2001,Gatorade Rain in 2006,and the Gatorade G Series in 2011,to name a few.These introductions are examples of __________.

The belief that products originating from one country would be of better or worse quality than the products from another country illustrates the __________ benefits that packaging information can provide.

In terms of the diffusion of innovation,innovators account for __________ of product adopters.

When selecting a brand name,it should: (1)suggest product benefits; (2)be memorable,distinctive and positive; (3)fit the company or product image; (4)__________; (5)be simple and emotional;and (6)have favorable phonetic and semantic associations in other languages.

The entire product category or industry is referred to as __________.

A risk with __________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

The product life cycle refers to __________.

According to the textbook,which of the following is the MOST counterfeited branded products?

The key idea behind diffusion of innovation is that __________.

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

As shown in the UMD11: CDI/BDI Marketing Dashboard above,a BDI of 30 is determined by __________.

Any container in which a product is offered for sale and on which information is communicated is referred to as __________.

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