Question 1

Products that experience rapid sales on introduction and then an equally rapid decline are called __________ products.

Accepted Answer

A) high-learning 
B) low-learning 
C) fashion 
D) fad 
E) primary 
A) high-learning 
B) low-learning 
C) fashion 
D) fad 
E) primary

Question 2

Reducing the number of features,qualities,or price when repositioning a product is referred to as __________.

Accepted Answer

A) product paring 
B) down trading 
C) product deflation 
D) trading down 
E) product simplification 
A) product paring 
B) down trading 
C) product deflation 
D) trading down 
E) product simplification

Question 3

Companies can employ several different branding strategies.In Figure 11-7 above,"B" 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 4

All of the following are important aspects of product life cycles EXCEPT:

Accepted Answer

A) the shape of their sales curves. 
B) the rate at which consumers adopt products. 
C) how they vary with different levels of products. 
D) competitors create "me too" products. 
E) their length. 
A) the shape of their sales curves. 
B) the rate at which consumers adopt products. 
C) how they vary with different levels of products. 
D) competitors create "me too" products. 
E) their length.

Question 5

Figure 11-6 above shows the sequential process of building brand equity."A" represents the first step,which is to __________.

Accepted Answer

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

Question 6

Greeting cards are an example of a __________ while Valentine cards are an example of a __________.

Accepted Answer

A) product line;product class 
B) product family;product line 
C) product class;product form 
D) product brand;product line 
E) product form;product class 
A) product line;product class 
B) product family;product line 
C) product class;product form 
D) product brand;product line 
E) product form;product class

Question 7

Johnson & Johnson effectively __________ St.Joseph Aspirin from a product for infants to one targeted at adults who may need a low-strength aspirin designed to reduce the risk of heart attacks or strokes.

Accepted Answer

A) reinvented 
B) resurrected 
C) reconfigured 
D) repositioned 
E) realigned 
A) reinvented 
B) resurrected 
C) reconfigured 
D) repositioned 
E) realigned

Question 8

Which of the following is a multiproduct branding strategy?

Accepted Answer

A) mixed branding 
B) product line extensions 
C) multibranding 
D) brand licensing 
E) private branding 
A) mixed branding 
B) product line extensions 
C) multibranding 
D) brand licensing 
E) private branding

Question 9

All of the following are true about the length of product life cycles EXCEPT:

Accepted Answer

A) the length of service life cycles is typically longer than those for products. 
B) there is no set time that a product takes to move through its life cycle. 
C) technological change shortens product life cycles as new products replace existing ones. 
D) the use of mass media tends to shorten product life cycles. 
E) consumer products have shorter life cycles than business products. 
A) the length of service life cycles is typically longer than those for products. 
B) there is no set time that a product takes to move through its life cycle. 
C) technological change shortens product life cycles as new products replace existing ones. 
D) the use of mass media tends to shorten product life cycles. 
E) consumer products have shorter life cycles than business products.

Question 10

The only difference between a brand name and a trade name is

Accepted Answer

A) brand names are licensed while trade names are not. 
B) trade names are legally registered and brand names may not be. 
C) a brand name is only the word that is spoken to distinguish a seller's products or services but a trade name consists of both the spoken and unspoken word or mark that distinguishes a seller's products or services. 
D) a brand name can cover an array of company product items while a trademark can only apply to a single SKU for a product item. 
E) brand names are protected by law but trademarks are not. 
A) brand names are licensed while trade names are not. 
B) trade names are legally registered and brand names may not be. 
C) a brand name is only the word that is spoken to distinguish a seller's products or services but a trade name consists of both the spoken and unspoken word or mark that distinguishes a seller's products or services. 
D) a brand name can cover an array of company product items while a trademark can only apply to a single SKU for a product item. 
E) brand names are protected by law but trademarks are not.

Question 11

Products tend to consume a disproportionate share of management and financial resources relative to their future worth throughout which stage of the product life cycle?

Accepted Answer

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

Question 12

Product packaging,such as the Pringles cylindrical package,is one example of the product's __________.

Accepted Answer

A) functional benefits 
B) convenience 
C) communication benefits 
D) technology 
E) renewable resources 
A) functional benefits 
B) convenience 
C) communication benefits 
D) technology 
E) renewable resources

Question 13

The marketing objective for a product in the __________ stage of the product life cycle is to create consumer awareness and stimulate trial.

Accepted Answer

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

Question 14

Private 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) contractually,and for a fee,allows other firms to use its brand name,requiring that the product be made to its specifications 
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) contractually,and for a fee,allows other firms to use its brand name,requiring that the product be made to its specifications

Question 15

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies attempt to overcome barriers to product adoption during the __________ stage of a product's life cycle.

Accepted Answer

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

Question 16

Over a decade ago,Survivor premiered as a nighttime reality TV show during the summer season when TV ratings are normally low and TV viewing options consisted primarily of reruns.The marketing goals for the first show included making television viewers aware of its existence and generating enough excitement about the show so that millions of viewers would watch the first episode.Based on this description,the TV show was in what stage of its product life cycle?

Accepted Answer

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

Question 17

The formula to calculate a CDI = __________.

Accepted Answer

A) (Percent of the total U.S.population in a market segment ÷ Percent of a brand's total U.S.sales in a market segment)× 100 
B) (Percent of a product category's total U.S.sales in a market segment ÷ Percent of the total U.S.population in a market segment)× 100 
C) (Percent of a brand's total U.S.sales in a market segment ÷ Percent of the total U.S.population in a market segment)× 100 
D) (Percent of the total U.S.population in a market segment ÷ Percent of a product category's total U.S.sales in a market segment)× 100 
E) The ratio of sales revenue of the firm to the total sales revenue of all firms in the industry,including the firm itself. 
A) (Percent of the total U.S.population in a market segment ÷ Percent of a brand's total U.S.sales in a market segment)× 100 
B) (Percent of a product category's total U.S.sales in a market segment ÷ Percent of the total U.S.population in a market segment)× 100 
C) (Percent of a brand's total U.S.sales in a market segment ÷ Percent of the total U.S.population in a market segment)× 100 
D) (Percent of the total U.S.population in a market segment ÷ Percent of a product category's total U.S.sales in a market segment)× 100 
E) The ratio of sales revenue of the firm to the total sales revenue of all firms in the industry,including the firm itself.

Question 18

Counterfeit products steal sales from the original manufacturer or harm the company's reputation.U.S.companies lose about __________ each year to counterfeit products.

Accepted Answer

A) $100 million 
B) $1 billion 
C) $10 billion 
D) $100 billion 
E) $250 billion 
A) $100 million 
B) $1 billion 
C) $10 billion 
D) $100 billion 
E) $250 billion

Question 19

A __________ is a brand strategy designed to counteract or confront competitors' brands.

Accepted Answer

A) co-brand 
B) private brand 
C) fighting brand 
D) brand extension 
E) subbrand 
A) co-brand 
B) private brand 
C) fighting brand 
D) brand extension 
E) subbrand

Question 20

Vinyl records,cassette tapes,CDs,and music downloads (mp3 files)are all members of the same

Accepted Answer

A) product form. 
B) product mix. 
C) product line. 
D) product item. 
E) product class. 
A) product form. 
B) product mix. 
C) product line. 
D) product item. 
E) product class.

Exam 11: Managing Successful Products, Services, and Brands

Products that experience rapid sales on introduction and then an equally rapid decline are called __________ products.

Reducing the number of features,qualities,or price when repositioning a product is referred to as __________.

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

All of the following are important aspects of product life cycles EXCEPT:

Figure 11-6 above shows the sequential process of building brand equity."A" represents the first step,which is to __________.

Greeting cards are an example of a __________ while Valentine cards are an example of a __________.

Johnson & Johnson effectively __________ St.Joseph Aspirin from a product for infants to one targeted at adults who may need a low-strength aspirin designed to reduce the risk of heart attacks or strokes.

Which of the following is a multiproduct branding strategy?

All of the following are true about the length of product life cycles EXCEPT:

The only difference between a brand name and a trade name is

Products tend to consume a disproportionate share of management and financial resources relative to their future worth throughout which stage of the product life cycle?

Product packaging,such as the Pringles cylindrical package,is one example of the product's __________.

The marketing objective for a product in the __________ stage of the product life cycle is to create consumer awareness and stimulate trial.

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

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies attempt to overcome barriers to product adoption during the __________ stage of a product's life cycle.

The formula to calculate a CDI = __________.

Counterfeit products steal sales from the original manufacturer or harm the company's reputation.U.S.companies lose about __________ each year to counterfeit products.

A __________ is a brand strategy designed to counteract or confront competitors' brands.

Vinyl records,cassette tapes,CDs,and music downloads (mp3 files)are all members of the same

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

Greeting cards are an example of a while Valentine cards are an example of a .