Question 1

A full 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 2

Adding value to the product (or line)through additional features or higher-quality materials is referred to as __________.

Accepted Answer

A) trading up 
B) trading down 
C) product enhancement 
D) product extension 
E) quality infusement 
A) trading up 
B) trading down 
C) product enhancement 
D) product extension 
E) quality infusement

Question 3

The identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use,thereby preventing others from using it,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 4

The __________ stage of the product life cycle is characterized by the slowing of total industry sales or product class revenue,causing marginal competitors to begin leaving the market.

Accepted Answer

A) decline 
B) maturity 
C) introduction 
D) growth 
E) harvest 
A) decline 
B) maturity 
C) introduction 
D) growth 
E) harvest

Question 5

Every product manufactured by the maker of Slim-Fast carries the Slim-Fast brand name.This company uses __________.

Accepted Answer

A) multibranding 
B) uniform branding 
C) co-branding 
D) corporate branding 
E) agent licensing 
A) multibranding 
B) uniform branding 
C) co-branding 
D) corporate branding 
E) agent licensing

Question 6

During the introduction stage of the product life cycle,promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand.The consumer demand that is stimulated is referred to as __________ demand.

Accepted Answer

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

Question 7

All of the following are barriers to the adoption of new products EXCEPT:

Accepted Answer

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

Question 8

Figure 11-6 above shows the sequential process of building brand equity.The third step is to elicit the proper consumer responses to a brand's identity and meaning.This step consists of two dimensions,"D" and "E," which stand for __________ and __________.

Accepted Answer

A) brand identity;brand emotion 
B) brand performance;brand imagery 
C) consumer judgments;consumer feelings 
D) brand awareness;consumer-brand connection 
E) consumer feelings;brand imagery 
A) brand identity;brand emotion 
B) brand performance;brand imagery 
C) consumer judgments;consumer feelings 
D) brand awareness;consumer-brand connection 
E) consumer feelings;brand imagery

Question 9

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

Accepted Answer

A) Ironically,in the decline stage,sales decline even though profits increase. 
B) A product always enters the decline stage as the result a major product flaw or marketing misstep. 
C) A major reason that a firm's product enters the decline stage is as a result of a change in the marketing environment. 
D) The only real step that can be taken to avoid the decline stage and ultimately extinction is to increase marketing expenditures as soon as the product enters its maturity stage. 
E) Service industries are exempt from the decline stage because of their intangible nature. 
A) Ironically,in the decline stage,sales decline even though profits increase. 
B) A product always enters the decline stage as the result a major product flaw or marketing misstep. 
C) A major reason that a firm's product enters the decline stage is as a result of a change in the marketing environment. 
D) The only real step that can be taken to avoid the decline stage and ultimately extinction is to increase marketing expenditures as soon as the product enters its maturity stage. 
E) Service industries are exempt from the decline stage because of their intangible nature.

Question 10

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

Accepted Answer

The manufacturer may use either a multip

Question 11

All electric-powered automobiles such as the Chevy Sparks shown in the photo above are in which stage of their product life cycle?

Accepted Answer

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

Question 12

One type of television show is a category called TV reality shows.According to the product life cycle framework,what is(are)the marketing objective(s)of the producers for these reality shows when they were in the introduction stage of their product life cycles?

Accepted Answer

A) stress differentiation from other TV show formats 
B) maintain viewer loyalty 
C) allow viewers to watch the show on the Netflix channel 
D) gain awareness and stimulate the target market to watch 
E) target viewers of "sitcoms," or situation comedies 
A) stress differentiation from other TV show formats 
B) maintain viewer loyalty 
C) allow viewers to watch the show on the Netflix channel 
D) gain awareness and stimulate the target market to watch 
E) target viewers of "sitcoms," or situation comedies

Question 13

Product form refers to

Accepted Answer

A) the legal description of an individual item including all its salient characteristics. 
B) the SKU designation assigned to a product item. 
C) a series of product items that share similar characteristics in terms of usage. 
D) variations within the product class. 
E) a group of product items that comprise an industry. 
A) the legal description of an individual item including all its salient characteristics. 
B) the SKU designation assigned to a product item. 
C) a series of product items that share similar characteristics in terms of usage. 
D) variations within the product class. 
E) a group of product items that comprise an industry.

Question 14

Which of the following is an example of a product in the maturity stage of the product life cycle?

Accepted Answer

A) pocket video cameras 
B) hybrid vehicles 
C) 3D HDTVs 
D) soft drinks 
E) tablet devices 
A) pocket video cameras 
B) hybrid vehicles 
C) 3D HDTVs 
D) soft drinks 
E) tablet devices

Question 15

As product adopters,members of the early majority

Accepted Answer

A) have a fear debt and use neighbors and friends as information sources. 
B) are skeptical and have below average social status. 
C) are deliberate and use many informal social contacts. 
D) are leaders in social settings and have a slightly above average education. 
E) are venturesome,highly educated,and use multiple information sources. 
A) have a fear debt and use neighbors and friends as information sources. 
B) are skeptical and have below average social status. 
C) are deliberate and use many informal social contacts. 
D) are leaders in social settings and have a slightly above average education. 
E) are venturesome,highly educated,and use multiple information sources.

Question 16

A brand name that cannot be spoken is referred to as a __________.

Accepted Answer

A) label 
B) copyright 
C) trade name 
D) trade mark 
E) logo or logotype 
A) label 
B) copyright 
C) trade name 
D) trade mark 
E) logo or logotype

Question 17

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

Accepted Answer

A) advertising emphasis switches to primary demand 
B) a growing proportion of initial purchasers to repeat purchasers 
C) addition of new or modified product features 
D) profit margins increase as sales increase 
E) there are a limited number of retail outlets for greater quality control 
A) advertising emphasis switches to primary demand 
B) a growing proportion of initial purchasers to repeat purchasers 
C) addition of new or modified product features 
D) profit margins increase as sales increase 
E) there are a limited number of retail outlets for greater quality control

Question 18

A strategy of harvesting may be employed in the decline stage of a product life to __________.

Accepted Answer

A) maintain primary demand for a product category 
B) acquire as many new customers as possible 
C) maintain the ability to meet ongoing customers' requests 
D) eliminate all production costs 
E) reposition the product 
A) maintain primary demand for a product category 
B) acquire as many new customers as possible 
C) maintain the ability to meet ongoing customers' requests 
D) eliminate all production costs 
E) reposition the product

Question 19

The four steps in the sequential process of building the brand equity pyramid include: (1)developing positive brand awareness; (2)__________; (3)eliciting the proper consumer responses to a brand's identity and meaning;and (4)creating an intense,active,and loyal consumer-brand connection.

Accepted Answer

A) easing consumers' decision making 
B) forming a brand personality 
C) rewarding loyal customer behavior 
D) establishing a brand's meaning in the minds of consumers 
E) developing brand licensing criteria 
A) easing consumers' decision making 
B) forming a brand personality 
C) rewarding loyal customer behavior 
D) establishing a brand's meaning in the minds of consumers 
E) developing brand licensing criteria

Question 20

In its recent "You're not you when you're hungry-Snickers satisfies" TV ad campaign,Mars,the maker of the Snickers candy bar,repositioned Snickers from a candy bar dessert-like food to a snack food that can satisfy one's immediate feeling of hunger.Mars used this product repositioning strategy with its Snickers brand to __________.

Accepted Answer

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

Exam 11: Managing Successful Products, Services, and Brands

A full warranty

Adding value to the product (or line)through additional features or higher-quality materials is referred to as __________.

The identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use,thereby preventing others from using it,is referred to as a __________.

The __________ stage of the product life cycle is characterized by the slowing of total industry sales or product class revenue,causing marginal competitors to begin leaving the market.

Every product manufactured by the maker of Slim-Fast carries the Slim-Fast brand name.This company uses __________.

During the introduction stage of the product life cycle,promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand.The consumer demand that is stimulated is referred to as __________ demand.

All of the following are barriers to the adoption of new products EXCEPT:

Figure 11-6 above shows the sequential process of building brand equity.The third step is to elicit the proper consumer responses to a brand's identity and meaning.This step consists of two dimensions,"D" and "E," which stand for __________ and __________.

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

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

All electric-powered automobiles such as the Chevy Sparks shown in the photo above are in which stage of their product life cycle?

One type of television show is a category called TV reality shows.According to the product life cycle framework,what is(are)the marketing objective(s)of the producers for these reality shows when they were in the introduction stage of their product life cycles?

Product form refers to

Which of the following is an example of a product in the maturity stage of the product life cycle?

As product adopters,members of the early majority

A brand name that cannot be spoken is referred to as a __________.

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

A strategy of harvesting may be employed in the decline stage of a product life to __________.

The four steps in the sequential process of building the brand equity pyramid include: (1)developing positive brand awareness; (2)__________; (3)eliciting the proper consumer responses to a brand's identity and meaning;and (4)creating an intense,active,and loyal consumer-brand connection.

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 11-6 above shows the sequential process of building brand equity.The third step is to elicit the proper consumer responses to a brand's identity and meaning.This step consists of two dimensions,"D" and "E," which stand for and .