Question 1

Which of the following barriers does downsizing try to combat when consumers will adopt a new product or repurchase an existing one?

Accepted Answer

A) risk barriers 
B) usage barriers 
C) feature bloat barriers 
D) psychological barriers 
E) value barriers 
A) risk barriers 
B) usage barriers 
C) feature bloat barriers 
D) psychological barriers 
E) value barriers

Question 2

People who tried a product,were satisfied,and bought it again are called __________ purchasers.

Accepted Answer

A) replicate 
B) recurring 
C) recursive 
D) die-hard 
E) repeat 
A) replicate 
B) recurring 
C) recursive 
D) die-hard 
E) repeat

Question 3

The black apple image above with a bite taken out of it that appears on every Apple product is an example of a __________.

Accepted Answer

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

Question 4

Proctor and Gamble repositioned its Old Spice anti-perspirant brand from a deodorant your grandfather might use to a strong,hip anti-perspirant through commercials that showed the target market of 18- to 30-year-old men advocating its use.P&G used this product repositioning strategy with its Old Spice brand anti-perspirant to __________.

Accepted Answer

A) react to a competitor's position 
B) catch a rising trend 
C) change the value offered 
D) diversify its product portfolio. 
E) reach a new market 
A) react to a competitor's position 
B) catch a rising trend 
C) change the value offered 
D) diversify its product portfolio. 
E) reach a new market

Question 5

Subbranding involves __________.

Accepted Answer

A) having one firm manufacture a product and a second firm distribute it all under the same name 
B) changing a brand name of a product line extension product by making it "New and Improved!" 
C) combining a corporate brand with a new brand to distinguish a part of its product line from others 
D) creating a "knock-off" version of a product and changing the spelling of the name (chicken to "chikin" as is the case with Chick-Fil-
A)  
E) using the same name for the original product and all subsequent product line and brand extensions 
A) having one firm manufacture a product and a second firm distribute it all under the same name 
B) changing a brand name of a product line extension product by making it "New and Improved!" 
C) combining a corporate brand with a new brand to distinguish a part of its product line from others 
D) creating a "knock-off" version of a product and changing the spelling of the name (chicken to "chikin" as is the case with Chick-Fil-
A)  
E) using the same name for the original product and all subsequent product line and brand extensions

Question 6

Promotional expenses at the maturity stage of the product life cycle are often designed to __________.

Accepted Answer

A) convince those who have abandoned the brand to try it again 
B) maintain market share 
C) create a sense of nostalgia 
D) attract more price conscious consumers 
E) thwart the growing number of competitors that have entered the market 
A) convince those who have abandoned the brand to try it again 
B) maintain market share 
C) create a sense of nostalgia 
D) attract more price conscious consumers 
E) thwart the growing number of competitors that have entered the market

Question 7

Which of the following statements regarding warranties is MOST ACCURATE?

Accepted Answer

A) Limited-coverage warranties are required for all manufactured products but not for services. 
B) Full warranties are required for all products and services regardless of the size of the firm. 
C) Warranties protect consumers but have limited benefits to producers. 
D) Warranties benefit producers through enhanced reputations. 
E) Warranties are relatively unimportant in light of product liability claims. 
A) Limited-coverage warranties are required for all manufactured products but not for services. 
B) Full warranties are required for all products and services regardless of the size of the firm. 
C) Warranties protect consumers but have limited benefits to producers. 
D) Warranties benefit producers through enhanced reputations. 
E) Warranties are relatively unimportant in light of product liability claims.

Question 8

During the introduction stage of the product life cycle,the place (distribution)element of the marketing mix is highly involved with __________.

Accepted Answer

A) increasing inventory levels at warehouses and distribution centers to meet potential demand 
B) gaining as many retail distribution outlets as possible,even though many will be reluctant to carry the new product 
C) using an intermodal logistics system to get the products through the marketing channel as quickly as possible 
D) building storage warehouses and distribution centers to establish an efficient infrastructure for the new product 
E) obtaining contracts with independent sales agents and brokers instead of using the firm's salesforce 
A) increasing inventory levels at warehouses and distribution centers to meet potential demand 
B) gaining as many retail distribution outlets as possible,even though many will be reluctant to carry the new product 
C) using an intermodal logistics system to get the products through the marketing channel as quickly as possible 
D) building storage warehouses and distribution centers to establish an efficient infrastructure for the new product 
E) obtaining contracts with independent sales agents and brokers instead of using the firm's salesforce

Question 9

All of the following are true about a skimming pricing strategy when used during the introduction stage of the product life cycle EXCEPT:

Accepted Answer

A) it capitalizes on the price insensitivity of early buyers. 
B) its profit margins may be high. 
C) it encourages "me too" entrants into the market. 
D) it recovers the R&D costs of the new offering. 
E) it helps build unit volume. 
A) it capitalizes on the price insensitivity of early buyers. 
B) its profit margins may be high. 
C) it encourages "me too" entrants into the market. 
D) it recovers the R&D costs of the new offering. 
E) it helps build unit volume.

Question 10

There are several factors why a consumer would be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a value barrier,which occurs when __________.

Accepted Answer

A) there are physical,economic,or social risks 
B) there are cultural differences 
C) the financial commitment is too great 
D) there is no incentive to change 
E) the product is not consistent with existing habits 
A) there are physical,economic,or social risks 
B) there are cultural differences 
C) the financial commitment is too great 
D) there is no incentive to change 
E) the product is not consistent with existing habits

Question 11

Ralston Purina advertises with the following slogan: "Your Pet,Our Passion-Premium Pet Food by Purina." The firm now offers high quality,super-premium cat and dog food based on formulations that promote "life stage nutrition." This line is an example of __________.

Accepted Answer

A) rebranding 
B) trading up 
C) trading down 
D) trend setting 
E) product branding 
A) rebranding 
B) trading up 
C) trading down 
D) trend setting 
E) product branding

Question 12

When a product reaches the decline stage of the product life cycle,a firm has two choices.One choice involves product deletion-dropping it from a firm's product line.The other is called __________,which retains the product in the product line but reduces marketing costs.

Accepted Answer

A) reaping 
B) paring down 
C) divesting 
D) milking 
E) harvesting 
A) reaping 
B) paring down 
C) divesting 
D) milking 
E) harvesting

Question 13

When Coca-Cola promoted Coke as a morning beverage for those consumers who don't drink coffee,it used a __________ strategy.

Accepted Answer

A) product modification 
B) brand modification 
C) market-product extension 
D) diversification 
E) market modification 
A) product modification 
B) brand modification 
C) market-product extension 
D) diversification 
E) market modification

Question 14

Thirty-six percent of sales at supermarkets in the United Kingdom carry the stores' own brand names.Eighteen percent of all supermarket sales in France and Germany carry the stores' own brand names.And in the U.S. ,14 percent carry the stores' own brand names.These stores use a __________ strategy to sell other manufacturers products with their own brand names.

Accepted Answer

A) generic branding 
B) multibranding 
C) co-branding 
D) multiproduct branding 
E) private branding 
A) generic branding 
B) multibranding 
C) co-branding 
D) multiproduct branding 
E) private branding

Question 15

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

Accepted Answer

A) analog TVs 
B) smartphones 
C) 3D HDTVs 
D) soft drinks 
E) tablet devices 
A) analog TVs 
B) smartphones 
C) 3D HDTVs 
D) soft drinks 
E) tablet devices

Question 16

As product adopters,members of the late 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 17

A __________ product is a style of the times.

Accepted Answer

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

Question 18

Define brand equity.List the four sequential steps used to develop brand equity.Which step is the most difficult?

Accepted Answer

Brand equity is the added value a brand

Question 19

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,CDI and BDI,stand for __________.

Accepted Answer

A) comprehensive demographic inventory and brand designation information 
B) consumer demographic index and buyer demographic inventory 
C) category development index and brand development index 
D) consumer development index and brand development inventory 
E) category development index and buyer development inventory 
A) comprehensive demographic inventory and brand designation information 
B) consumer demographic index and buyer demographic inventory 
C) category development index and brand development index 
D) consumer development index and brand development inventory 
E) category development index and buyer development inventory

Question 20

All of the following are multiproduct branding strategies EXCEPT:

Accepted Answer

A) co-branding 
B) product line extensions 
C) multibranding 
D) brand extensions 
E) subbranding 
A) co-branding 
B) product line extensions 
C) multibranding 
D) brand extensions 
E) subbranding

Exam 11: Managing Successful Products, Services, and Brands

Which of the following barriers does downsizing try to combat when consumers will adopt a new product or repurchase an existing one?

People who tried a product,were satisfied,and bought it again are called __________ purchasers.

The black apple image above with a bite taken out of it that appears on every Apple product is an example of a __________.

Subbranding involves __________.

Promotional expenses at the maturity stage of the product life cycle are often designed to __________.

Which of the following statements regarding warranties is MOST ACCURATE?

During the introduction stage of the product life cycle,the place (distribution)element of the marketing mix is highly involved with __________.

All of the following are true about a skimming pricing strategy when used during the introduction stage of the product life cycle EXCEPT:

There are several factors why a consumer would be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a value barrier,which occurs when __________.

Ralston Purina advertises with the following slogan: "Your Pet,Our Passion-Premium Pet Food by Purina." The firm now offers high quality,super-premium cat and dog food based on formulations that promote "life stage nutrition." This line is an example of __________.

When a product reaches the decline stage of the product life cycle,a firm has two choices.One choice involves product deletion-dropping it from a firm's product line.The other is called __________,which retains the product in the product line but reduces marketing costs.

When Coca-Cola promoted Coke as a morning beverage for those consumers who don't drink coffee,it used a __________ strategy.

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

As product adopters,members of the late majority

A __________ product is a style of the times.

Define brand equity.List the four sequential steps used to develop brand equity.Which step is the most difficult?

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,CDI and BDI,stand for __________.

All of the following are multiproduct branding strategies EXCEPT:

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

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