Question 1

For more than 30 years,Starkist put 6.5 ounces of tuna into its regular-sized can.Today,Starkist puts only 6.125 ounces of tuna into the same-size can but charges the same price.Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price.There are two sides to the ethical argument about this practice: that of consumer advocates and that of manufacturers.What is the practice called,and what is the basic position of each side?

Accepted Answer

The answer of For more than 30 years,Starkist put 6.5...

Question 2

To better connect with its customers by providing functional and aesthetic design features,Kraft did what with its Chips Ahoy! cookies?

Accepted Answer

A) gave the product 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 3

Which of the following products has the brand name that best suggests its benefits,one of six criteria for selecting a good brand name?

Accepted Answer

A) Spam canned meat 
B) Ken's salad dressing 
C) Formula 409 cleaner 
D) Match Light charcoal 
E) Bayer aspirin

Question 4

The Toro Co.makes Toro snowblowers,Toro lawn mowers,Toro garden hoses,and Toro sprinkler systems.The Toro Co.uses a ________ strategy.

Accepted Answer

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

Question 5

What agency registers the trademarks of a firm?

Accepted Answer

A) U)S.Chamber of Commerce Trademark and Servicemark Office 
B) U)S.Department of Commerce Trademark Registry 
C) United Nations Global Trademark Clearinghouse 
D) U)S.Federal Trade Commission-Trademark Division 
E) U)S.Patent and Trademark Office

Question 6

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.

Question 7

Figure 11-5
 
-As product adopters in the diffusion of innovation,laggards

Accepted Answer

A) have a fear of 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,higher educated,and use multiple information sources.

Question 8

Figure 11-1
 
-Figure 11-1 above represents the stages of the product life cycle.What does the portion of the curve labeled A represent?

Accepted Answer

A) introduction 
B) launch 
C) growth 
D) inception 
E) decline

Question 9

The main difference between a trade name and a trademark is

Accepted Answer

A) trade names are licensed while trademarks are not. 
B) trade names are commercial legal names under which a company does business,while a trademark identifies that a firm has legally registered its brand name. 
C) a trade name is only the word that is spoken to distinguish a seller's products or services,but a trademark consists of both the spoken and unspoken word or mark that distinguishes a seller's products or services. 
D) a trade name can cover an array of company product items while a trademark can only apply to a single SKU for a product item. 
E) brand names are protected by law,but trademarks are not.

Question 10

The belief that products originating from one country would be of better or worse quality than the products from another country illustrates the ________ benefits that packaging information can provide.

Accepted Answer

A) functional 
B) financial 
C) physical 
D) perceptual 
E) communication

Question 11

During the ________ stage of the product life cycle,product proliferation occurs as competitors attempt to differentiate their company's brand from others.

Accepted Answer

A) introduction 
B) growth 
C) maturity 
D) stability 
E) development

Question 12

Electric automobiles like the Chevrolet Spark made by General Motors are in the introductory stage of the product life cycle.By comparison,3D printers such as the LulzBot Mini are in the ________ of the product life cycle.

Accepted Answer

A) decline stage 
B) commercialization stage 
C) accelerated development stage 
D) growth stage 
E) introduction stage

Question 13

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.

Question 14

Which of the following statements about the introduction stage of the product life cycle is most accurate?

Accepted Answer

A) If a firm's product is especially good,efforts should be made to create selective demand rather than primary demand to allow the firm to distinguish itself from competitors. 
B) During the introduction stage,it is best to avoid a skimming pricing strategy. 
C) During the introduction stage,it is best to avoid a penetration pricing strategy. 
D) A firm should introduce the identical product at several different price points in order to gauge customer price sensitivity. 
E) Because of large initial investment costs,overall industry profits often are initially negative.

Question 15

What is multiproduct branding? What are its advantages? Disadvantages?

Accepted Answer

The answer of What is multiproduct branding? What are its...

Question 16

Products that are introduced,decline,and seem to return have a ________ product life cycle.

Accepted Answer

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

Question 17

All of the following are types of warranties discussed in the text except which?

Accepted Answer

A) limited-coverage warranty 
B) express warranty 
C) full warranty 
D) implied warranty 
E) lifetime warranty

Question 18

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

Accepted Answer

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

Question 19

Which of the following is one of the four key challenges that package and label designers face?

Accepted Answer

A) governmental regulations 
B) cultural and societal issues 
C) competition from global markets 
D) health,safety,and security issues 
E) patent and trademark issues

Question 20

Figure 11-3
 
-The product life cycle shown in Box D in Figure 11-3 above is an example of a ________ product.

Accepted Answer