Question 1

The largest numbers of product adopters with respect to the diffusion of innovation are found among __________.

Accepted Answer

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

Question 2

All of the following are true about product line extensions EXCEPT:

Accepted Answer

A) this strategy can result in lower advertising and promotion costs. 
B) a risk that comes with product line extensions is that sales of an extension may come at the expense of other items in the company's product line. 
C) a product line extension raises the level of brand awareness. 
D) line extensions work best when they provide incremental company revenue by taking sales away from competing brands. 
E) product line extensions involve using a current brand name to enter a different product class. 
A) this strategy can result in lower advertising and promotion costs. 
B) a risk that comes with product line extensions is that sales of an extension may come at the expense of other items in the company's product line. 
C) a product line extension raises the level of brand awareness. 
D) line extensions work best when they provide incremental company revenue by taking sales away from competing brands. 
E) product line extensions involve using a current brand name to enter a different product class.

Question 3

The central element of the marketing strategy for Pez Candy,Inc. ,is the __________.

Accepted Answer

A) price 
B) breath mint 
C) availability 
D) container 
E) fulfillment 
A) price 
B) breath mint 
C) availability 
D) container 
E) fulfillment

Question 4

Identify and describe the four branding strategies that product and brand managers use.

Accepted Answer

Product and brand managers use the follo

Question 5

The consumers represented by "B" in Figure 11-5 above are called __________.

Accepted Answer

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

Question 6

Companies can employ four general branding strategies,which include: (1)multiproduct branding; (2)multibranding; (3)private branding;and (4)__________.

Accepted Answer

A) retailer branding 
B) intermediary branding 
C) brand licensing 
D) mixed branding 
E) co-branding 
A) retailer branding 
B) intermediary branding 
C) brand licensing 
D) mixed branding 
E) co-branding

Question 7

There are several reasons 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 psychological barrier,which occurs when __________.

Accepted Answer

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

Question 8

Which of the following occurs during the decline stage of the product life cycle?

Accepted Answer

A) Sales decrease substantially. 
B) Flanking product lines are added. 
C) The product becomes less vulnerable to changes in the marketing environment. 
D) Promotional support is increased. 
E) Competition becomes intense as more competitors enter the market. 
A) Sales decrease substantially. 
B) Flanking product lines are added. 
C) The product becomes less vulnerable to changes in the marketing environment. 
D) Promotional support is increased. 
E) Competition becomes intense as more competitors enter the market.

Question 9

Xunrui Communications is an upstart maker of inexpensive smartphones for the Chinese market.Xunrui purchases the components for the items are then sent to small assembly factories in Shenzhen,which is located in southern China.These smartphones retail for about $65 in U.S.dollars,significantly less than the $250 to $600 for smartphones marketed by Apple or Samsung,the top two marketers of these items.Xunrui Communications MOST LIKELY is using which pricing strategy in this example?

Accepted Answer

A) penetration pricing 
B) cost-plus pricing 
C) target ROI pricing 
D) above-market pricing 
E) skimming pricing 
A) penetration pricing 
B) cost-plus pricing 
C) target ROI pricing 
D) above-market pricing 
E) skimming pricing

Question 10

Hillside coffee comes in single-serving,self-heating containers.Not only does this benefit people on the go,it is a popular product with people in areas prone to hurricanes or blizzards because they can still have hot coffee when there is no electricity.This demonstrates which benefit of good packaging?

Accepted Answer

A) communication benefit 
B) perceptual benefit 
C) financial benefit 
D) societal benefit 
E) functional benefit 
A) communication benefit 
B) perceptual benefit 
C) financial benefit 
D) societal benefit 
E) functional benefit

Question 11

Promotional expenditures at the introduction stage of the product life cycle are best spent on __________.

Accepted Answer

A) contests and sweepstakes to stimulate selective demand 
B) product samples to create secondary demand 
C) advertising to cultivate primary demand 
D) personal endorsements to generate word of mouth demand 
E) coupons to maintain brand loyalty or static demand 
A) contests and sweepstakes to stimulate selective demand 
B) product samples to create secondary demand 
C) advertising to cultivate primary demand 
D) personal endorsements to generate word of mouth demand 
E) coupons to maintain brand loyalty or static demand

Question 12

A concept that describes the stages a product goes through in the marketplace-introduction,growth,maturity,and decline-is referred to as the __________.

Accepted Answer

A) retail life cycle 
B) product life cycle 
C) marketing mix 
D) product growth cycle 
E) diffusion of product innovation 
A) retail life cycle 
B) product life cycle 
C) marketing mix 
D) product growth cycle 
E) diffusion of product innovation

Question 13

Market modification refers to a marketing strategy that __________.

Accepted Answer

A) alters a product's characteristic,such as its quality,performance,or appearance,to increase its value to customers and to increase sales 
B) manages a product's life cycle to find new customers,increase a product's use among existing customers,or create new use situations 
C) tries to find new customers and convince users who abandoned the product to purchase again 
D) drops the lowest producing market segment and replaces it with an entirely new one 
E) combines the two lowest producing market segments to achieve marketing economies of scale 
A) alters a product's characteristic,such as its quality,performance,or appearance,to increase its value to customers and to increase sales 
B) manages a product's life cycle to find new customers,increase a product's use among existing customers,or create new use situations 
C) tries to find new customers and convince users who abandoned the product to purchase again 
D) drops the lowest producing market segment and replaces it with an entirely new one 
E) combines the two lowest producing market segments to achieve marketing economies of scale

Question 14

When the Egg Farmers of Canada implemented its "Get Cracking" advertising campaign,the organization was trying to stimulate __________ demand.

Accepted Answer

A) secondary 
B) selective 
C) derived 
D) generic 
E) primary 
A) secondary 
B) selective 
C) derived 
D) generic 
E) primary

Question 15

IKEA sells a portable workbench called the FAHRTFULL.The product has many positive features,and in German or Swedish markets,the name describes the product's features well (fahrt meaning travel).This brand name in the United States,however,may not be as effective due to __________.

Accepted Answer

A) disappointment when the product fails to perform as the brand name implies 
B) the poor attempt at humor,which makes consumers question product quality 
C) governmental restrictions on brand names that read or sound like bodily functions 
D) its unfavorable phonetic and semantic associations in English 
E) difficulty in showing "fahrtfull" in German and Swedish advertising 
A) disappointment when the product fails to perform as the brand name implies 
B) the poor attempt at humor,which makes consumers question product quality 
C) governmental restrictions on brand names that read or sound like bodily functions 
D) its unfavorable phonetic and semantic associations in English 
E) difficulty in showing "fahrtfull" in German and Swedish advertising

Question 16

Which of the following products would have a fad product life cycle curve?

Accepted Answer

A) women's hosiery 
B) car tattoos 
C) electric cars 
D) convection ovens 
E) sport drinks 
A) women's hosiery 
B) car tattoos 
C) electric cars 
D) convection ovens 
E) sport drinks

Question 17

Co-branding involves

Accepted Answer

A) combining a corporate brand with a family brand. 
B) pairing two brand names of two manufacturers on a single product. 
C) using the same brand names for the same product in multiple countries. 
D) using the same name for the original product and for all subsequent product line extensions. 
E) using a current brand name to enter a different product class. 
A) combining a corporate brand with a family brand. 
B) pairing two brand names of two manufacturers on a single product. 
C) using the same brand names for the same product in multiple countries. 
D) using the same name for the original product and for all subsequent product line extensions. 
E) using a current brand name to enter a different product class.

Question 18

Any word,device (design,sound,shape,or color),or combination of these used to distinguish a seller's products or services is referred to as a __________.

Accepted Answer

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

Question 19

Companies can employ several different branding strategies.In Figure 11-7 above,"A" 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 20

Soft Drink Ad
-What is the brand name of the soft drink ad shown above? Why are you able to answer this question? Specifically,what packaging benefit does this firm use?

Accepted Answer

You can tell this is a Coke bottle simpl

Exam 11: Managing Successful Products, Services, and Brands

The largest numbers of product adopters with respect to the diffusion of innovation are found among __________.

All of the following are true about product line extensions EXCEPT:

The central element of the marketing strategy for Pez Candy,Inc. ,is the __________.

Identify and describe the four branding strategies that product and brand managers use.

The consumers represented by "B" in Figure 11-5 above are called __________.

Companies can employ four general branding strategies,which include: (1)multiproduct branding; (2)multibranding; (3)private branding;and (4)__________.

There are several reasons 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 psychological barrier,which occurs when __________.

Which of the following occurs during the decline stage of the product life cycle?

Promotional expenditures at the introduction stage of the product life cycle are best spent on __________.

A concept that describes the stages a product goes through in the marketplace-introduction,growth,maturity,and decline-is referred to as the __________.

Market modification refers to a marketing strategy that __________.

When the Egg Farmers of Canada implemented its "Get Cracking" advertising campaign,the organization was trying to stimulate __________ demand.

IKEA sells a portable workbench called the FAHRTFULL.The product has many positive features,and in German or Swedish markets,the name describes the product's features well (fahrt meaning travel).This brand name in the United States,however,may not be as effective due to __________.

Which of the following products would have a fad product life cycle curve?

Co-branding involves

Any word,device (design,sound,shape,or color),or combination of these used to distinguish a seller's products or services is referred to as a __________.

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

Soft Drink Ad -What is the brand name of the soft drink ad shown above? Why are you able to answer this question? Specifically,what packaging benefit does this firm use?

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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