Question 1

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

Accepted Answer

A) advertising emphasis switches to selective demand 
B) a growing proportion of trial purchases come from brand loyal users 
C) product features remain unchanged 
D) profit margins increase as sales increase 
E) the product is sold in a narrowly selected number of retail outlets 
A) advertising emphasis switches to selective demand 
B) a growing proportion of trial purchases come from brand loyal users 
C) product features remain unchanged 
D) profit margins increase as sales increase 
E) the product is sold in a narrowly selected number of retail outlets

Question 2

Brand personality refers to __________.

Accepted Answer

A) the personification of a brand in terms of its benefits 
B) a brand name that cannot be spoken 
C) a set of human characteristics associated with a brand name 
D) the added value a brand name gives to a product beyond the functional benefits provided 
E) the embedded association between a company spokesman or paid celebrity and the product itself 
A) the personification of a brand in terms of its benefits 
B) a brand name that cannot be spoken 
C) a set of human characteristics associated with a brand name 
D) the added value a brand name gives to a product beyond the functional benefits provided 
E) the embedded association between a company spokesman or paid celebrity and the product itself

Question 3

Dockers,the U.S.market leader in casual pants,originally intended its product as a single pant for every situation.Dockers now promotes different looks for work,weekend,dress,and golf.Dockers' new strategy is designed to __________.

Accepted Answer

A) create brand awareness 
B) create a new use situation 
C) increase a product's use 
D) find new customers 
E) lower surplus inventory levels 
A) create brand awareness 
B) create a new use situation 
C) increase a product's use 
D) find new customers 
E) lower surplus inventory levels

Question 4

In the UMD11: 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 5

The term branding refers to __________.

Accepted Answer

A) the licensing of a name,phrase,design,symbol,or combination of these for a period of 17 years,at which time a firm may renew its intellectual property rights to them 
B) the value added to the product from the additional features given to a product beyond its functional attributes 
C) the identification of an organization's products based upon individual SKUs 
D) an organization's use of a name,phrase,design,symbol,or combination of these to identify its products and distinguish them from those of competitors 
E) the establishment of a commercial,legal name under which a company does business 
A) the licensing of a name,phrase,design,symbol,or combination of these for a period of 17 years,at which time a firm may renew its intellectual property rights to them 
B) the value added to the product from the additional features given to a product beyond its functional attributes 
C) the identification of an organization's products based upon individual SKUs 
D) an organization's use of a name,phrase,design,symbol,or combination of these to identify its products and distinguish them from those of competitors 
E) the establishment of a commercial,legal name under which a company does business

Question 6

A written statement of manufacturer liability is referred to as a(n)__________ warranty.

Accepted Answer

A) explicit 
B) functional 
C) implied 
D) strict-liability 
E) express 
A) explicit 
B) functional 
C) implied 
D) strict-liability 
E) express

Question 7

The 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 8

The commercial,legal name under which a company does business is referred to as a

Accepted Answer

A) brand name. 
B) copyright. 
C) trademark. 
D) label. 
E) trade name. 
A) brand name. 
B) copyright. 
C) trademark. 
D) label. 
E) trade name.

Question 9

High definition televisions (HDTVs)are an example of a __________,OLED HDTVs are an example of a __________;and a 55" LG OLED HDTV is an example of a __________.

Accepted Answer

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

Question 10

Which of the following statements regarding the maturity stage of the product life cycle is most accurate?

Accepted Answer

A) Marketing emphasis is directed towards generating more consumer awareness. 
B) Marketing emphasis switches to finding more channel intermediaries to carry the product. 
C) Marketing emphasis aims at stimulating primary demand for the product. 
D) Marketing attention is directed toward holding market share through further product differentiation and finding new buyers. 
E) Marketing emphasis is directed towards having salespeople allocate less time to selling the product. 
A) Marketing emphasis is directed towards generating more consumer awareness. 
B) Marketing emphasis switches to finding more channel intermediaries to carry the product. 
C) Marketing emphasis aims at stimulating primary demand for the product. 
D) Marketing attention is directed toward holding market share through further product differentiation and finding new buyers. 
E) Marketing emphasis is directed towards having salespeople allocate less time to selling the product.

Question 11

Alka-Seltzer was originally made as a hangover remedy that cured a headache and settled the stomach.Today,you can purchase Original Alka-Seltzer,Extra Strength Alka-Seltzer,Alka-Seltzer Morning Relief (for morning headaches and fatigue),and Alka-Seltzer Heartburn Relief,each of which has slightly different ingredients to solve the inherent problem identified in its respective brand names.To broaden the product line to increase sales to new target market segments,the makers of Alka-Seltzer used a __________ strategy.

Accepted Answer

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

Question 12

Identify and describe the stages of the generalized product life cycle.For each stage,specify the marketing objective a firm should attempt to achieve.

Accepted Answer

The four stages of the generalized produ

Question 13

The desire for a product class rather than for a specific brand is called __________ demand.

Accepted Answer

A) selective 
B) primary 
C) derived 
D) generic 
E) secondary 
A) selective 
B) primary 
C) derived 
D) generic 
E) secondary

Question 14

New Coke was repositioned as a slightly sweeter,less filling soft drink because the Coca-Cola Company discovered that its 1984 market share in supermarkets was 2 percent behind Pepsi.This product repositioning strategy was to __________.

Accepted Answer

A) reach a new market 
B) catch a rising trend 
C) change the value offered 
D) change its target audience 
E) react to a competitor's position 
A) reach a new market 
B) catch a rising trend 
C) change the value offered 
D) change its target audience 
E) react to a competitor's position

Question 15

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

Accepted Answer

A) communication benefits 
B) storage benefits 
C) perceptual benefits 
D) protection benefits 
E) self-realization benefits 
A) communication benefits 
B) storage benefits 
C) perceptual benefits 
D) protection benefits 
E) self-realization benefits

Question 16

The environmental challenges of packaging and labeling are often global in nature.These include all of the following EXCEPT:

Accepted Answer

A) the shortage of viable landfill sites 
B) growth of solid waste 
C) the composition of packaging materials 
D) cultural norms 
E) recycling 
A) the shortage of viable landfill sites 
B) growth of solid waste 
C) the composition of packaging materials 
D) cultural norms 
E) recycling

Question 17

The three main benefits packaging provides to manufacturers,retailers,and consumers are communication benefits,perceptual benefits,and __________ benefits.

Accepted Answer

A) personal 
B) functional 
C) financial 
D) societal 
E) aesthetic 
A) personal 
B) functional 
C) financial 
D) societal 
E) aesthetic

Question 18

An implied warranty

Accepted Answer

A) provides a written statement of manufacturer liability. 
B) states the bounds of coverage,and more important,areas of noncoverage. 
C) has no limits of noncoverage. 
D) assigns responsibility for product deficiencies to the manufacturer. 
E) assigns responsibility for product deficiencies on misuse to the consumer. 
A) provides a written statement of manufacturer liability. 
B) states the bounds of coverage,and more important,areas of noncoverage. 
C) has no limits of noncoverage. 
D) assigns responsibility for product deficiencies to the manufacturer. 
E) assigns responsibility for product deficiencies on misuse to the consumer.

Question 19

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)__________.

Accepted Answer

A) it guarantees the lowest prices 
B) decision making becomes easier for consumers 
C) there is no need for coupons,discounts,or other customer incentives 
D) customers are often willing to pay a higher price 
E) new market segments are easily added to the market-product grid 
A) it guarantees the lowest prices 
B) decision making becomes easier for consumers 
C) there is no need for coupons,discounts,or other customer incentives 
D) customers are often willing to pay a higher price 
E) new market segments are easily added to the market-product grid

Question 20

Analog televisions,such as the one shown above,are in which stage of their product life cycle according to the textbook?

Accepted Answer

A) accelerated downturn 
B) cancellation 
C) decline 
D) maturity 
E) devaluation 
A) accelerated downturn 
B) cancellation 
C) decline 
D) maturity 
E) devaluation

Exam 11: Managing Successful Products, Services, and Brands

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

Brand personality refers to __________.

Dockers,the U.S.market leader in casual pants,originally intended its product as a single pant for every situation.Dockers now promotes different looks for work,weekend,dress,and golf.Dockers' new strategy is designed to __________.

In the UMD11: CDI/BDI Marketing Dashboard above,which segment consumes the MOST fruit drinks?

The term branding refers to __________.

A written statement of manufacturer liability is referred to as a(n)__________ warranty.

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

The commercial,legal name under which a company does business is referred to as a

High definition televisions (HDTVs)are an example of a __________,OLED HDTVs are an example of a __________;and a 55" LG OLED HDTV is an example of a __________.

Which of the following statements regarding the maturity stage of the product life cycle is most accurate?

Identify and describe the stages of the generalized product life cycle.For each stage,specify the marketing objective a firm should attempt to achieve.

The desire for a product class rather than for a specific brand is called __________ demand.

New Coke was repositioned as a slightly sweeter,less filling soft drink because the Coca-Cola Company discovered that its 1984 market share in supermarkets was 2 percent behind Pepsi.This product repositioning strategy was to __________.

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

The environmental challenges of packaging and labeling are often global in nature.These include all of the following EXCEPT:

The three main benefits packaging provides to manufacturers,retailers,and consumers are communication benefits,perceptual benefits,and __________ benefits.

An implied warranty

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)__________.

Analog televisions,such as the one shown above,are in which stage of their product life cycle according to the textbook?

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

High definition televisions (HDTVs)are an example of a ,OLED HDTVs are an example of a ;and a 55" LG OLED HDTV is an example of a __.