Exam 11: Managing Successful Products, Services, and Brands

When a company sells a new product with the current brand name to enter a new market segment in its product class,it is using a __________ strategy.

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

All of the following are responsibilities of a product or brand manager EXCEPT:

There is no set time that a product takes to move through its life cycle.But,as a rule,__________.

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 venturesome,highly educated,and use multiple information sources are called __________ product adopters.

All of the following marketing actions can be used by a firm to counteract barriers to product adoption EXCEPT:

New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as __________.

Mott's applesauce promotes itself as a low-fat alternative to cooking oil for baked goods.Mott's is __________.

Sealy,the self-proclaimed largest manufacturer of mattresses in the U.S. ,recently set out to redefine its place in the bedrooms of America.No longer was it going to be known as simply a mattress company.Now the name Sealy was going to be known as the world's leading "sleep wellness provider." This is an example of __________.

All of the following are types of warranties discussed in the textbook EXCEPT:

Twenty years ago,the Mississippi Gulf Coast was a nice place to vacation with a white sandy beach,golfing opportunities,resort hotels,and good seafood restaurants.With the addition of casinos,the Gulf Coast improved its odds of being a tourist destination for more travelers.This is an example of a __________ strategy.

When a company retains a product but reduces marketing costs,it is referred to as __________.

Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers.Such expenditures are often made to stimulate __________,the desire for the product class,rather than for a specific brand,when there are few competitors with the same product.

The range of Gatorade offerings,from the traditional Gatorade Thirst Quencher to newly enhanced beverages conveying the attitude of a tough-love coach or personal trainer through in-your-face names on the label and nutrition benefits inside,are all examples of a company's commitment to __________ product improvement.

What six criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each criterion.

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

A limited-coverage warranty

The stylized blue and white waves that appear in an oval shape on every package of Ocean Spray brand products is an example of a __________.

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

The Make a Wish Foundation brand name is especially effective because it __________.