Question 1

Brand extensions is the practice of

Accepted Answer

A) manufacturing a product under a new name that consumers will view as an entirely new product line 
B) manufacturing a new product with the same brand name for a new market segment in the same product class 
C) manufacturing accessory products for the base offering,such as Barbie clothes for Barbie Dolls 
D) licensing another firm to manufacture modified versions of the original product 
E) applying the current brand name to enter a completely different product class 
A) manufacturing a product under a new name that consumers will view as an entirely new product line 
B) manufacturing a new product with the same brand name for a new market segment in the same product class 
C) manufacturing accessory products for the base offering,such as Barbie clothes for Barbie Dolls 
D) licensing another firm to manufacture modified versions of the original product 
E) applying the current brand name to enter a completely different product class

Question 2

The life cycle of a product depends on sales to __________.

Accepted Answer

A) consumers 
B) distributors 
C) intermediaries 
D) regulators 
E) exporters 
A) consumers 
B) distributors 
C) intermediaries 
D) regulators 
E) exporters

Question 3

A new exercise video contends that with one day of fasting and a one-hour period of intense cardiovascular exercise,the average individual can lose five pounds a week and be in peak health within six months of starting the program.__________ barriers could doom the new product to failure because the product's claims are not consistent with how consumers think and behave.

Accepted Answer

A) Psychological 
B) Social 
C) Physical 
D) Risk 
E) Usage 
A) Psychological 
B) Social 
C) Physical 
D) Risk 
E) Usage

Question 4

A company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and/or to __________.

Accepted Answer

A) capitalize on the price insensitivity of early buyers 
B) discourage competition from other manufacturers 
C) ease the product into its maturity stage 
D) gain the largest unit sales possible 
E) gain more distribution outlets 
A) capitalize on the price insensitivity of early buyers 
B) discourage competition from other manufacturers 
C) ease the product into its maturity stage 
D) gain the largest unit sales possible 
E) gain more distribution outlets

Question 5

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

Accepted Answer

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

Question 6

Your product has been suffering from steadily eroding sales.You have tried a number of options to revitalize the product's sales and profits,but after seven changes in your strategy,you have yet to find success.Which of the following actions would be the LEAST appropriate next step?

Accepted Answer

A) delete the product from the line 
B) retain the product,but reduce its marketing costs 
C) stimulate primary demand 
D) stimulate selective demand 
E) rebrand the product 
A) delete the product from the line 
B) retain the product,but reduce its marketing costs 
C) stimulate primary demand 
D) stimulate selective demand 
E) rebrand the product

Question 7

The product life cycle shown in "A" in Figure 11-3 above is an example of a __________ product.

Accepted Answer

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

Question 8

Warranties that specifically state the bounds of coverage,and more important,areas of noncoverage,are referred to as __________ warranties.

Accepted Answer

A) express 
B) functional 
C) explicit 
D) limited-coverage 
E) implied 
A) express 
B) functional 
C) explicit 
D) limited-coverage 
E) implied

Question 9

Which of the following is a product modification strategy?

Accepted Answer

A) creating new advertising for a product 
B) improving a product's quality 
C) finding a new target market for a product 
D) creating a new use situation for a product 
E) altering a product's distribution 
A) creating new advertising for a product 
B) improving a product's quality 
C) finding a new target market for a product 
D) creating a new use situation for a product 
E) altering a product's distribution

Question 10

Which type of product has equally rapid introduction and decline stages of the product life cycle?

Accepted Answer

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

Question 11

A strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as __________.

Accepted Answer

A) trimming 
B) elimination 
C) paring down 
D) deletion 
E) harvesting 
A) trimming 
B) elimination 
C) paring down 
D) deletion 
E) harvesting

Question 12

Seventy-one percent of consumers consider __________ to be the best way to evaluate a new product.

Accepted Answer

A) demonstrations 
B) free samples 
C) press releases 
D) celebrity endorsements 
E) product diffusion 
A) demonstrations 
B) free samples 
C) press releases 
D) celebrity endorsements 
E) product diffusion

Question 13

During the maturity stage of the product life cycle,profit declines PRIMARILY because __________.

Accepted Answer

A) there are fewer and fewer competitors in the market 
B) promotional expenditures increase 
C) production costs increase the more a firm has to manufacture the same product 
D) there is fierce price competition among sellers 
E) more consumers enter the market seeking bargains 
A) there are fewer and fewer competitors in the market 
B) promotional expenditures increase 
C) production costs increase the more a firm has to manufacture the same product 
D) there is fierce price competition among sellers 
E) more consumers enter the market seeking bargains

Question 14

To better connect with its customers,Kraft did what with its Chips Ahoy! cookies?

Accepted Answer

A) gave the products a more interesting brand personality 
B) created additional brand extensions,such as adding chocolate dipped and mint dipped cookies 
C) engaged in a co-branding effort with Blue Bell ice cream 
D) complied with ISO 9000 total quality management guidelines due to its expansion into Asian markets 
E) created a patented resealable opening in the bag for easy access and to maintain freshness 
A) gave the products a more interesting brand personality 
B) created additional brand extensions,such as adding chocolate dipped and mint dipped cookies 
C) engaged in a co-branding effort with Blue Bell ice cream 
D) complied with ISO 9000 total quality management guidelines due to its expansion into Asian markets 
E) created a patented resealable opening in the bag for easy access and to maintain freshness

Question 15

A __________ product is one for which significant customer education is required and there is an extended introductory period.

Accepted Answer

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

Question 16

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

Accepted Answer

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

Question 17

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

Accepted Answer

A) e-book readers 
B) all electric cars 
C) 3D HDTVs 
D) soft drinks 
E) analog TVs 
A) e-book readers 
B) all electric cars 
C) 3D HDTVs 
D) soft drinks 
E) analog TVs

Question 18

Bayer Aspirin is sold in the original strength,in a safety-coated version,in an extra-strength version,and in a version designed especially for women.Bayer is using a __________ strategy.

Accepted Answer

A) product item expansion 
B) subbranding 
C) product line extension 
D) co-branding 
E) brand extension 
A) product item expansion 
B) subbranding 
C) product line extension 
D) co-branding 
E) brand extension

Question 19

Changing the place a product occupies in a consumer's mind relative to competitive products is referred to as __________.

Accepted Answer

A) market modification 
B) product modification 
C) product repositioning 
D) product positioning 
E) perceptual mapping 
A) market modification 
B) product modification 
C) product repositioning 
D) product positioning 
E) perceptual mapping

Question 20

The preference for a specific brand is called __________ demand.

Accepted Answer

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

Exam 11: Managing Successful Products, Services, and Brands

Brand extensions is the practice of

The life cycle of a product depends on sales to __________.

A company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and/or to __________.

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

Your product has been suffering from steadily eroding sales.You have tried a number of options to revitalize the product's sales and profits,but after seven changes in your strategy,you have yet to find success.Which of the following actions would be the LEAST appropriate next step?

The product life cycle shown in "A" in Figure 11-3 above is an example of a __________ product.

Warranties that specifically state the bounds of coverage,and more important,areas of noncoverage,are referred to as __________ warranties.

Which of the following is a product modification strategy?

Which type of product has equally rapid introduction and decline stages of the product life cycle?

A strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as __________.

Seventy-one percent of consumers consider __________ to be the best way to evaluate a new product.

During the maturity stage of the product life cycle,profit declines PRIMARILY because __________.

To better connect with its customers,Kraft did what with its Chips Ahoy! cookies?

A __________ product is one for which significant customer education is required and there is an extended introductory period.

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

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

Bayer Aspirin is sold in the original strength,in a safety-coated version,in an extra-strength version,and in a version designed especially for women.Bayer is using a __________ strategy.

Changing the place a product occupies in a consumer's mind relative to competitive products is referred to as __________.

The preference for a specific brand is called __________ demand.

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