Question 1

Multiproduct branding refers to a branding strategy __________.

Accepted Answer

A) that involves giving each product a distinct name when each brand is intended for a different market segment 
B) that uses different brand names for the same product across multiple countries 
C) in which a company uses one name for all its products in a product class 
D) in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer 
E) in which a company uses a contractual agreement to allow someone else to use its brand name for a fee 
A) that involves giving each product a distinct name when each brand is intended for a different market segment 
B) that uses different brand names for the same product across multiple countries 
C) in which a company uses one name for all its products in a product class 
D) in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer 
E) in which a company uses a contractual agreement to allow someone else to use its brand name for a fee

Question 2

The Toro Company makes Toro snow blowers,Toro lawn mowers,Toro yard tools,and Toro sprinkler systems.The Toro Company uses a __________ branding strategy.

Accepted Answer

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

Question 3

A product in the introduction stage of its product life cycle should have which of the following marketing objective(s)?

Accepted Answer

A) stress differentiation 
B) gain awareness and stimulate trial 
C) foster brand loyalty 
D) gain as much distribution as possible 
E) target a marketing niche 
A) stress differentiation 
B) gain awareness and stimulate trial 
C) foster brand loyalty 
D) gain as much distribution as possible 
E) target a marketing niche

Question 4

In which stage of the product life cycle is it important to broaden distribution of the product?

Accepted Answer

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

Question 5

Men who tried the Gillette Fusion razor were so satisfied with it that 60 percent of them adopted the product permanently.These men are known as __________ purchasers.

Accepted Answer

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

Question 6

In terms of new product purchases,early adopters

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 7

A product life cycle that results from products that are easily imitated by competitors,whose benefits are readily understood by consumers,and for which the appropriate marketing strategy is to broaden distribution quickly is typical for __________ products.

Accepted Answer

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

Question 8

The Coca-Cola Company is the __________ of that firm.

Accepted Answer

A) logo 
B) brand name 
C) trade name 
D) brand identity 
E) trademark 
A) logo 
B) brand name 
C) trade name 
D) brand identity 
E) trademark

Question 9

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.One of these indexes is the CDI or __________.

Accepted Answer

A) category development index 
B) consumer development index 
C) competitive development index 
D) channel development index 
E) customization development index 
A) category development index 
B) consumer development index 
C) competitive development index 
D) channel development index 
E) customization development index

Question 10

The four steps in the sequential process of building the brand equity pyramid include: (1)developing positive brand awareness; (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)__________.

Accepted Answer

A) easing consumers' decision making 
B) forming a brand personality 
C) creating a consumer-brand connection 
D) rewarding loyal customer behavior 
E) developing brand licensing criteria 
A) easing consumers' decision making 
B) forming a brand personality 
C) creating a consumer-brand connection 
D) rewarding loyal customer behavior 
E) developing brand licensing criteria

Question 11

In which stage of the product life cycle do marginal competitors begin to leave the market?

Accepted Answer

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

Question 12

Interactive television with video-on-demand capabilities changes how people watch television and how consumers access the Internet.This technology requires significant customer education for most people.What type of product life cycle would be associated with this product?

Accepted Answer

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

Question 13

Kemps Dairy makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy).Kemps Dairy had to pay Wrigley,the owner of the Life Savers brand name,a fee to market this concoction.This is most likely an example of __________.

Accepted Answer

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

Question 14

The marketers used all of the following "ignitions" to spark interest in the Secret deodorant brand with consumers EXCEPT:

Accepted Answer

A) paid search on Google,Bing,and/or Yahoo! 
B) public relations. 
C) Facebook. 
D) its website secret.com. 
E) brand ambassadors. 
A) paid search on Google,Bing,and/or Yahoo! 
B) public relations. 
C) Facebook. 
D) its website secret.com. 
E) brand ambassadors.

Question 15

Compare the three ways to manage a product through its product life cycle.

Accepted Answer

The three ways a product or brand manage

Question 16

If a firm's marketing dashboard displays a CDI 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 17

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

Accepted Answer

A) harvesting 
B) add outlets 
C) stress differentiation 
D) gain awareness 
E) maintain brand loyalty 
A) harvesting 
B) add outlets 
C) stress differentiation 
D) gain awareness 
E) maintain brand loyalty

Question 18

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of __________.

Accepted Answer

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

Question 19

The initial purchase of a product by a consumer is referred to as a(n)__________.

Accepted Answer

A) product sampling 
B) first buy 
C) trial 
D) assessment 
E) examination period 
A) product sampling 
B) first buy 
C) trial 
D) assessment 
E) examination period

Question 20

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies __________.

Accepted Answer

A) lose money during the introductory stage of a product's life cycle 
B) convince laggards to try a new product 
C) recoup research and development costs 
D) influence the product life cycle of fashion products 
E) attempt to overcome barriers to adoption 
A) lose money during the introductory stage of a product's life cycle 
B) convince laggards to try a new product 
C) recoup research and development costs 
D) influence the product life cycle of fashion products 
E) attempt to overcome barriers to adoption

Exam 11: Managing Successful Products, Services, and Brands

Multiproduct branding refers to a branding strategy __________.

The Toro Company makes Toro snow blowers,Toro lawn mowers,Toro yard tools,and Toro sprinkler systems.The Toro Company uses a __________ branding strategy.

A product in the introduction stage of its product life cycle should have which of the following marketing objective(s)?

In which stage of the product life cycle is it important to broaden distribution of the product?

Men who tried the Gillette Fusion razor were so satisfied with it that 60 percent of them adopted the product permanently.These men are known as __________ purchasers.

In terms of new product purchases,early adopters

A product life cycle that results from products that are easily imitated by competitors,whose benefits are readily understood by consumers,and for which the appropriate marketing strategy is to broaden distribution quickly is typical for __________ products.

The Coca-Cola Company is the __________ of that firm.

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.One of these indexes is the CDI or __________.

The four steps in the sequential process of building the brand equity pyramid include: (1)developing positive brand awareness; (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)__________.

In which stage of the product life cycle do marginal competitors begin to leave the market?

Interactive television with video-on-demand capabilities changes how people watch television and how consumers access the Internet.This technology requires significant customer education for most people.What type of product life cycle would be associated with this product?

Kemps Dairy makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy).Kemps Dairy had to pay Wrigley,the owner of the Life Savers brand name,a fee to market this concoction.This is most likely an example of __________.

The marketers used all of the following "ignitions" to spark interest in the Secret deodorant brand with consumers EXCEPT:

Compare the three ways to manage a product through its product life cycle.

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

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

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of __________.

The initial purchase of a product by a consumer is referred to as a(n)__________.

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies __________.

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