Question 1

Which of the following stages of the product life cycle (PLC)is characterized as being one where there are low sales,high cost per customer,negative profits,and few competitors?

Accepted Answer

A) Introduction 
B) Growth 
C) Maturity 
D) Decline 
E) Abandonment

Question 2

The pioneer advantage does not always ensure success in the marketplace.All of the following are reasons cited by the text that a market pioneer's product might not be successful EXCEPT ________.

Accepted Answer

A) the new product was too crude 
B) the new product was improperly positioned 
C) the new product appeared when there was strong demand 
D) the product-development costs exhausted the innovator's resources 
E) managerial incompetence

Question 3

There are three key consumer desirability criteria for creating points-of-difference.When the Westin Stamford hotel in Singapore advertised that it was the world's tallest hotel,it attempted to create a point-of-difference.The hotel may not have been successful in its attempt to create its POD because of which consumer desirability criteria associated with PODs?

Accepted Answer

The answer of There are three key consumer desirability criteria...

Question 4

There are at least three key consumer desirability criteria for PODs (points-of-difference): relevance,distinctiveness,and ________.

Accepted Answer

A) believability 
B) presentation style 
C) economy 
D) nontechnological 
E) information content

Question 5

One strategy for sustaining rapid growth during the growth stage of the product life cycle is for the firm to add flanker products.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is a popular criticism of product life-cycle theory?

Accepted Answer

A) It is too costly to implement. 
B) It has few actual examples that can be benchmarked. 
C) It works only in the U.S.market. 
D) Life-cycle patterns are too variable in shape and duration. 
E) Stages often follow fad trends.

Question 7

Most product life cycles are portrayed as a scalloped shaped curve.

Accepted Answer

A) True 
 B)False

Question 8

Category membership is seen as the products or sets of products with which a brand competes and which function as close substitutes.

Accepted Answer

A) True 
 B)False

Question 9

A company's positioning and differentiation strategy must change as the product,market,and competitors change over the product life cycle.To say that a product has a life cycle is assert four things.What are those four things?

Accepted Answer

The answer of A company's positioning and differentiation strategy must...

Question 10

A firm must be sufficiently committed and willing to devote enough resources to create an enduring positioning for its points-of-difference to be considered deliverable.

Accepted Answer

A) True 
 B)False

Question 11

________ are typically the least desirable level to position a brand's points-of-difference,in part because competitors can easily copy them.

Accepted Answer

A) Benefits 
B) Attitudes 
C) Values 
D) Attributes 
E) Messages

Question 12

Splenda sugar substitute became a category leader by differentiating itself on its authenticity as a product derived from sugar.This POD demonstrates ________ because target consumers found it to be unique and superior.

Accepted Answer

A) believability 
B) relevance 
C) feasibility 
D) communicability 
E) distinctiveness

Question 13

One of the shortest stages in the product life cycle is the maturity stage because of the marketing manager's desire to keep the product in its growth stage.

Accepted Answer

A) True 
 B)False

Question 14

With respect to positioning,explain points-of-parity and points-of-difference.

Accepted Answer

The answer of With respect to positioning,explain points-of-parity and points-of-difference....

Question 15

To say that a product has a life cycle is to assert all of the following EXCEPT ________.

Accepted Answer

A) products have a limited life 
B) product sales pass through distinct stages,each posing different challenges,opportunities,and problems to the seller 
C) products all basically exhibit cycle-recycle growth patterns 
D) profits rise and fall at different stages of the product life cycle 
E) products require different marketing,financial,manufacturing,purchasing,and human resource strategies in each life-cycle stage

Question 16

The sales curve for most product life cycles peaks during the maturity stage of the life cycle.

Accepted Answer

A) True 
 B)False

Question 17

If an entrepreneur discovers that her firm's market is one of diffused preferences,she can use a ________ to expand sales while keeping costs low.

Accepted Answer

A) mass-market strategy 
B) multiple-niche strategy 
C) bipolar design strategy 
D) standardized niche strategy 
E) single-niche strategy

Question 18

According to the general bell-shaped curve used to illustrate the product life cycle,which of the following stages is generally seen when the sales curve is at its peak?

Accepted Answer

A) Introduction 
B) Growth 
C) Maturity 
D) Decline 
E) Abandonment

Question 19

Today,most products are in the ________ of the life cycle,and most marketing managers must cope with the problems and challenges of this stage.

Accepted Answer

A) prepioneering stage 
B) introduction stage 
C) growth stage 
D) maturity stage 
E) decline stage

Question 20

In choosing points-of-difference,one of the primary considerations is that consumers find points-of-difference desirable.There are three key consumer desirability criteria for points-of-difference.What are those three criteria?

Accepted Answer

The answer of In choosing points-of-difference,one of the primary considerations...

Exam 10: Crafting the Brand Positioning

Which of the following stages of the product life cycle (PLC) is characterized as being one where there are low sales,high cost per customer,negative profits,and few competitors?

The pioneer advantage does not always ensure success in the marketplace.All of the following are reasons cited by the text that a market pioneer's product might not be successful EXCEPT ________.

There are at least three key consumer desirability criteria for PODs (points-of-difference) : relevance,distinctiveness,and ________.

One strategy for sustaining rapid growth during the growth stage of the product life cycle is for the firm to add flanker products.

Which of the following is a popular criticism of product life-cycle theory?

Most product life cycles are portrayed as a scalloped shaped curve.

Category membership is seen as the products or sets of products with which a brand competes and which function as close substitutes.

A company's positioning and differentiation strategy must change as the product,market,and competitors change over the product life cycle.To say that a product has a life cycle is assert four things.What are those four things?

A firm must be sufficiently committed and willing to devote enough resources to create an enduring positioning for its points-of-difference to be considered deliverable.

________ are typically the least desirable level to position a brand's points-of-difference,in part because competitors can easily copy them.

Splenda sugar substitute became a category leader by differentiating itself on its authenticity as a product derived from sugar.This POD demonstrates ________ because target consumers found it to be unique and superior.

One of the shortest stages in the product life cycle is the maturity stage because of the marketing manager's desire to keep the product in its growth stage.

With respect to positioning,explain points-of-parity and points-of-difference.

To say that a product has a life cycle is to assert all of the following EXCEPT ________.

The sales curve for most product life cycles peaks during the maturity stage of the life cycle.

If an entrepreneur discovers that her firm's market is one of diffused preferences,she can use a ________ to expand sales while keeping costs low.

According to the general bell-shaped curve used to illustrate the product life cycle,which of the following stages is generally seen when the sales curve is at its peak?

Today,most products are in the ________ of the life cycle,and most marketing managers must cope with the problems and challenges of this stage.

In choosing points-of-difference,one of the primary considerations is that consumers find points-of-difference desirable.There are three key consumer desirability criteria for points-of-difference.What are those three criteria?