Question 1

Companies can employ several different branding strategies.In Figure 11-7 above,"D" represents a __________ strategy.

Accepted Answer

A) retailer branding 
B) multiproduct branding 
C) multibranding 
D) private branding 
E) mixed branding 
A) retailer branding 
B) multiproduct branding 
C) multibranding 
D) private branding 
E) mixed branding

Question 2

Which of the following statements regarding Gatorade's branding is most accurate?

Accepted Answer

A) Gatorade uses the same formula for all its products and simply changes the brand name when introducing new flavors. 
B) Gatorade's success can be attributed to management's decision to find and then stick with one channel of distribution. 
C) Gatorade changed its color,packaging,and size of items in the product line for the domestic market so that they would not conflict with those marketed to foreign markets. 
D) Gatorade has used the same packaging since the product debuted in 1965. 
E) Gatorade has changed its product formulation,packaging,and advertising over the years in response to changes in the marketplace. 
A) Gatorade uses the same formula for all its products and simply changes the brand name when introducing new flavors. 
B) Gatorade's success can be attributed to management's decision to find and then stick with one channel of distribution. 
C) Gatorade changed its color,packaging,and size of items in the product line for the domestic market so that they would not conflict with those marketed to foreign markets. 
D) Gatorade has used the same packaging since the product debuted in 1965. 
E) Gatorade has changed its product formulation,packaging,and advertising over the years in response to changes in the marketplace.

Question 3

Customer value can assume numerous forms.For Pez Candy,Inc. ,customer value manifests itself in the form of __________.

Accepted Answer

A) an upbeat jingle 
B) character candy dispensers 
C) a stylish logotype 
D) sour taste 
E) sugar coating 
A) an upbeat jingle 
B) character candy dispensers 
C) a stylish logotype 
D) sour taste 
E) sugar coating

Question 4

If a firm's marketing dashboard displays a BDI over 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,this indicates which of the following?

Accepted Answer

A) a weak brand position in a segment 
B) a strong brand position in a segment 
C) above-average product category purchases by a market segment 
D) below-average product category purchases by a market segment 
E) There is not enough information to make any conclusions. 
A) a weak brand position in a segment 
B) a strong brand position in a segment 
C) above-average product category purchases by a market segment 
D) below-average product category purchases by a market segment 
E) There is not enough information to make any conclusions.

Question 5

A statement indicating the liability of the manufacturer for product deficiencies is referred to as a __________.

Accepted Answer

A) warranty 
B) consumer bill of rights 
C) product liability statement 
D) manufacturer's disclaimer 
E) guarantee 
A) warranty 
B) consumer bill of rights 
C) product liability statement 
D) manufacturer's disclaimer 
E) guarantee

Question 6

Gatorade offers a range of product offerings.The firm uses one name for all its products in a product class.Gatorade is using a __________ strategy.

Accepted Answer

A) multibranding 
B) family branding 
C) co-branding 
D) dual branding 
E) mixed branding 
A) multibranding 
B) family branding 
C) co-branding 
D) dual branding 
E) mixed branding

Question 7

Gatorade is MOST LIKELY in which stage of its product life cycle?

Accepted Answer

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

Question 8

Mixed branding refers to a branding strategy in which a firm __________.

Accepted Answer

A) gives each product a distinct name when each brand is intended for a different market segment 
B) uses different brand names for the same product across multiple countries 
C) uses one name for all its products in a product class 
D) produces products but sell them under the brand name of a wholesaler or retailer 
E) markets some products under its own name(s)and other products under the name of a reseller because the segment attracted to the reseller is different from its own market 
A) gives each product a distinct name when each brand is intended for a different market segment 
B) uses different brand names for the same product across multiple countries 
C) uses one name for all its products in a product class 
D) produces products but sell them under the brand name of a wholesaler or retailer 
E) markets some products under its own name(s)and other products under the name of a reseller because the segment attracted to the reseller is different from its own market

Question 9

Imagine that Eveready has developed solar rechargeable batteries that cost only slightly more to produce than the rechargeable batteries currently available.These solar batteries can be recharged by sunlight up to 5 times,after which they are to be discarded.Unfortunately,the production process cannot be patented,so competitors could enter the market within a year.Which of the following is the best description of the product life cycle of this product?

Accepted Answer

A) rapid growth followed by rapid decline 
B) long,level beginning,and rapid ascent 
C) moderately slow introduction,followed by modest growth,gradually leveling off 
D) high introductory sales,with rapid decline 
E) high initial sales followed by slow decline 
A) rapid growth followed by rapid decline 
B) long,level beginning,and rapid ascent 
C) moderately slow introduction,followed by modest growth,gradually leveling off 
D) high introductory sales,with rapid decline 
E) high initial sales followed by slow decline

Question 10

The third step in the sequential process of building brand equity is to __________.

Accepted Answer

A) develop positive brand awareness 
B) establish a brand's meaning in the minds of consumers 
C) elicit the proper consumer responses to a brand's identity and meaning 
D) create a consumer-brand connection 
E) reward loyal customer behavior 
A) develop positive brand awareness 
B) establish a brand's meaning in the minds of consumers 
C) elicit the proper consumer responses to a brand's identity and meaning 
D) create a consumer-brand connection 
E) reward loyal customer behavior

Question 11

Packaging __________.

Accepted Answer

A) is any box,bottle,jar,can,carton,or bag that can be used for transporting services 
B) is any container in which a product is offered for sale and on which label information is communicated 
C) is that part of a product that is not recycled 
D) identifies the product or brand,who made it,where and when it was made,how it is to be used,and the contents and ingredients 
E) is any container used in the preservation of ideas 
A) is any box,bottle,jar,can,carton,or bag that can be used for transporting services 
B) is any container in which a product is offered for sale and on which label information is communicated 
C) is that part of a product that is not recycled 
D) identifies the product or brand,who made it,where and when it was made,how it is to be used,and the contents and ingredients 
E) is any container used in the preservation of ideas

Question 12

Reducing the package content without changing package size while maintaining or increasing the package price is referred to as __________.

Accepted Answer

A) outsourcing 
B) trading up 
C) shrinkage 
D) upsizing 
E) downsizing 
A) outsourcing 
B) trading up 
C) shrinkage 
D) upsizing 
E) downsizing

Question 13

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 skeptical and with below average social status are called __________ product adopters.

Accepted Answer

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

Question 14

Another name for multiproduct branding is __________.

Accepted Answer

A) family branding 
B) mixed branding 
C) uniform branding 
D) co-branding 
E) multibranding 
A) family branding 
B) mixed branding 
C) uniform branding 
D) co-branding 
E) multibranding

Question 15

Trading down refers to __________ when repositioning a product.

Accepted Answer

A) reducing the number of features,qualities,or price 
B) reducing the amount of product carried as inventory 
C) reducing the number of product items in a product line 
D) redirecting marketing resources from a "cash cow" target market to one that is not performing as well in the hopes of increasing sales and profits 
E) encouraging consumers through the use of coupons and deals to purchase a firm's lower-priced products 
A) reducing the number of features,qualities,or price 
B) reducing the amount of product carried as inventory 
C) reducing the number of product items in a product line 
D) redirecting marketing resources from a "cash cow" target market to one that is not performing as well in the hopes of increasing sales and profits 
E) encouraging consumers through the use of coupons and deals to purchase a firm's lower-priced products

Question 16

A contractual agreement whereby one company (licensor)allows its brand name or trademark to be used with products or services offered by another company (licensee)for a royalty or fee is referred to as __________.

Accepted Answer

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

Question 17

For consumers,the primary benefit of branding is that __________.

Accepted Answer

A) products tend to be higher in quality 
B) it helps consumers become more efficient shoppers 
C) branded items are more readily available in retail outlets 
D) branded items are usually more expensive because of the cost to register them with the Federal Trade Commission (FT
C)  
E) they are often rewarded with buyer loyalty incentives 
A) products tend to be higher in quality 
B) it helps consumers become more efficient shoppers 
C) branded items are more readily available in retail outlets 
D) branded items are usually more expensive because of the cost to register them with the Federal Trade Commission (FT
C)  
E) they are often rewarded with buyer loyalty incentives

Question 18

Figure 11-4 above shows that in 1983 cassette tapes were in which stage of the product life cycle?

Accepted Answer

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

Question 19

If a customer is reluctant to try a new product because he'd have to change his normal every day behaviors,the company is most likely facing a __________ barrier.

Accepted Answer

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

Question 20

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.The two indexes focus on __________.

Accepted Answer

A) marketing efficiency and production efficiency 
B) dollar market share and unit market share 
C) monthly dollar sales by channel and monthly number of units sold by channel 
D) sales per square foot and same-store sales growth 
E) category development and brand development 
A) marketing efficiency and production efficiency 
B) dollar market share and unit market share 
C) monthly dollar sales by channel and monthly number of units sold by channel 
D) sales per square foot and same-store sales growth 
E) category development and brand development

Exam 11: Managing Successful Products, Services, and Brands

Companies can employ several different branding strategies.In Figure 11-7 above,"D" represents a __________ strategy.

Which of the following statements regarding Gatorade's branding is most accurate?

Customer value can assume numerous forms.For Pez Candy,Inc. ,customer value manifests itself in the form of __________.

If a firm's marketing dashboard displays a BDI over 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,this indicates which of the following?

A statement indicating the liability of the manufacturer for product deficiencies is referred to as a __________.

Gatorade offers a range of product offerings.The firm uses one name for all its products in a product class.Gatorade is using a __________ strategy.

Gatorade is MOST LIKELY in which stage of its product life cycle?

Mixed branding refers to a branding strategy in which a firm __________.

The third step in the sequential process of building brand equity is to __________.

Packaging __________.

Reducing the package content without changing package size while maintaining or increasing the package price is referred to as __________.

Another name for multiproduct branding is __________.

Trading down refers to __________ when repositioning a product.

A contractual agreement whereby one company (licensor)allows its brand name or trademark to be used with products or services offered by another company (licensee)for a royalty or fee is referred to as __________.

For consumers,the primary benefit of branding is that __________.

Figure 11-4 above shows that in 1983 cassette tapes were in which stage of the product life cycle?

If a customer is reluctant to try a new product because he'd have to change his normal every day behaviors,the company is most likely facing a __________ barrier.

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.The two indexes focus on __________.

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