Exam 11: Managing Successful Products, Services, and Brands

Explain the difference between trading up and trading down when repositioning a product.

In the late 1950s and 1960s,television westerns were extremely popular.These adventure shows had settings and costumes that were very unlike other shows of that time (comedy,variety,crime,etc. ).Popular programs included Gunsmoke,Bonanza,Wagon Train,The Big Valley,etc.When ratings declined as viewers gradually stopped watching this TV genre,production companies found the networks no longer wanted to produce and televise such shows.The television western was a product category that had entered the __________ stage of its product life cycle.

When the National Cattlemen's Beef Association developed the "Beef,It's What's for Dinner" advertising campaign,it was trying to stimulate __________ demand.

Consider the Huggies photo above.Kimberley-Clark has successfully leveraged the strong Huggies brand image among mothers in its use of __________ when it introduced a full line of baby and toddler toiletries.

How long is a product life cycle? What determines its length?

The "Mean Stinks" ignition was designed to primarily reach which segment of prospective customers?

Despite the success of its Pentium chips,Intel faced a major threat from competitors like AMD's K6 chips that were cheaper and better placed to serve the emerging low-cost PC market.Intel wanted to protect the brand equity and price premium of its Pentium microprocessors,but it also wanted to avoid AMD gaining a foothold into the lower end of the market.So it created Celeron as a cheaper,less powerful version of its Pentium chips to serve this market.This is a notable example of a __________.

Gatorade Thirst Quencher displays the letter G front and center along with the brand's iconic bolt."For Gatorade,'G' represents the heart,hustle,and soul of athleticism and will become a badge of pride for anyone who sweats,no matter where they're active." This is an example of __________ benefits of its packaging.

7Up is a lemon-lime carbonated soft drink that has been very successful in the U.S.Dr.Pepper/Seven Up,Inc. ,the makers of 7Up,uses a family branding strategy to market 7Up worldwide.In Shanghai,China,sales have suffered since the brand name means "death through drinking." When picking a good band name,which criterion did Dr.Pepper/Seven Up,Inc.violate when it chose to use a family branding strategy to market 7Up in China?

What federal law protects the trademarks of a firm?

What is the marketing objective for the introduction stage of the product life cycle?

Private branding is also referred to as private labeling or __________.

To help differentiate a company's brand from competitors,an improved version is created,or new features are added to the original design,and product proliferation occurs in the __________ stage of the product life cycle.

When selecting a brand name,it should: (1)__________; (2)be memorable,distinctive,and positive; (3)fit the company or product image; (4)have no legal or regulatory restrictions; (5)be simple and emotional;and (6)have favorable phonetic and semantic associations in other languages.

What is the marketing objective for the maturity stage of the product life cycle?

When a product that spreads through the population,it is called the __________.

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

As more competitors launch their own products and the product progresses along its life cycle,company attention is focused on creating __________ demand,or the preference for a specific brand.

When selecting a brand name,it should: (1)suggest the product benefits; (2)__________; (3)fit the company or product image; (4)have no legal or regulatory restrictions; (5)be simple and emotional;and (6)have favorable phonetic and semantic associations in other languages.

Mars,Inc.sells Snickers,Milky Way,Twix,Skittles,Dove,Starburst,M&Ms,and Three Musketeer candy.This variety of brand names is typical of a __________ strategy.