Exam 11: Managing Successful Products, Services, and Brands

Consider the photo above of Apple's iPhone 5C.Apple launched its revolutionary iPhone in 2007,the first smartphone that used a multi-touch user interface.iPhone unit sales then skyrocketed for several years.Recently,smartphone sales have slowed and profits have declined somewhat as fierce competition from Samsung,Motorola,Nokia (Microsoft),BlackBerry,and several others battle for new customers or those who are considering switching their mobile/smartphones after their contracts expire.The smartphone market is expected to grow at a slower compound annual rate of 13 percent in the next few years.To maintain market shares and attract new customers,smartphone marketers are dropping their average smartphone prices or offering new,lower-cost phones like Apple did with its iPhone 5C (compared to its iPhone 5S).Globally,Apple's iPhone had a 15 percent share of the smartphone market in 2013-second to Samsung,whose share was 41 percent.Which stage of the product life cycle are smartphones like the iPhone 5C in?

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 __________.

Consider the Amazon Kindle photo above.According to the textbook,what stage of the product life cycle are e-book readers like the Kindle in?

The first step in the sequential building process of brand equity involves __________.

Major American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit.Car manufacturers are using which of the following market modification strategies?

A set of human characteristics associated with a brand name is referred to as __________.

A company uses __________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

All of the following are market modification strategies EXCEPT:

The fourth and last step in the sequential process of building brand equity is to __________.

Products that are introduced,decline,and seem to return are characteristic of the __________ type of product life cycle.

Nike has successfully used __________ with its lines Air Jordan and Air Lebron.

Secret maintains its leadership position as one of many products in what is typically considered a __________ product category.

In terms of its effect on faxing,e-mail has __________.

Four important aspects of product life cycles are: (1)their length; (2)the shape of their sales curves; (3)how they vary with different levels of products;and (4)the rate at which __________.

The pairing of two brand names of two manufacturers on a single product is referred to as

Which of the following quotes from a new product adopter would signal the need for a firm to counteract a risk barrier?

Imagine that Post Cereal introduces a cereal bar-Trail Mix Crunch-just like the ones Kellogg's and General Mills already have on the market.Post has decided to promote the bars using ads without coupons and to price the bars at about the same price as these other brands.Post Cereal Trail Mix Crunch cereal bars will also be distributed to the same stores as the products from Kellogg's and General Mills' bars.Which of the following barriers to new product adoption will most likely prevent the Post Cereal Trail Mix Crunch cereal bars from being a successful product?

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

Which of the following quotes from a new product adopter would signal the need for a firm to counteract a value barrier?

Among teenagers,Pez has a __________ percent awareness level.