Question 1

At which stage of the product life cycle is a company likely to have its most complete product line?

Accepted Answer

A) introduction 
B) growth 
C) maturity 
D) decline 
E) accelerated development

Question 2

What is the difference between a brand name and a trade name? Give an example of each.

Accepted Answer

The answer of What is the difference between a brand...

Question 3

When they were first introduced,peel-back aluminum seals were seen as a great alternative to using a traditional can opener to open cans because many people sliced their fingers with can openers.As soon as the technology became more widely available,many manufacturers switched to this safer,more flexible seal.This packaging innovation demonstrated the importance of a

Accepted Answer

A) functional benefit. 
B) reseller benefit. 
C) communication benefit. 
D) perceptual benefit. 
E) psychological benefit.

Question 4

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.

Question 5

Which of the following is one of the steps in the sequential process of building brand equity?

Accepted Answer

A) develop positive brand awareness 
B) establish a brand's meaning in the minds of consumers 
C) elicit the proper consumer responses to a brand's identity and meaning 
D) create a consumer-brand connection 
E) reward loyal customer behavior

Question 6

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

Accepted Answer

A) retrenching 
B) maturity 
C) growth 
D) failure 
E) decline

Question 7

The white apple used by Apple in advertising and on its products is an example of a

Accepted Answer

A) copyright. 
B) trade name. 
C) patent. 
D) logotype. 
E) label.

Question 8

All of the following are true about the length of product life cycles except which?

Accepted Answer

A) The length of service life cycles is typically longer than those for tangible products. 
B) There is no set time that a product takes to move through its life cycle. 
C) Technological change shortens product life cycles as new products replace existing ones. 
D) The use of mass media tends to shorten product life cycles. 
E) Consumer products have shorter life cycles than business products.

Question 9

Vinyl records,cassette tapes,CDs,and music downloads (MP3 files)are all members of the same

Accepted Answer

A) product form. 
B) product mix. 
C) product line. 
D) product item. 
E) product class.

Question 10

Xerox pioneered the first portable fax machine.In 1980,the price was $12,700.Xerox used a(n)________ pricing strategy to help recover its research and development costs.

Accepted Answer

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

Question 11

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

Accepted Answer

A) repeat 
B) routine 
C) cyclical 
D) established 
E) habitual

Question 12

Which of the following statements regarding the maturity stage of the product life cycle is most accurate?

Accepted Answer

A) Technological forces often push a product from the introduction stage to the maturity stage. 
B) During the maturity stage,companies add more distribution outlets to maximize target market coverage. 
C) Sales increase at a slower rate as fewer new buyers enter the market. 
D) Industry profits peak because production and distribution costs are declining. 
E) Total industry profits exceed total industry sales.

Question 13

The identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use,thereby preventing others from using it,is referred to as a

Accepted Answer

A) brand name. 
B) copyright. 
C) trademark. 
D) label. 
E) trade name.

Question 14

Which of the following is false about a multibranding strategy?

Accepted Answer

A) With a multibranding strategy,there is no risk that a product failure will affect other products in the line. 
B) Some large firms have found that the complexity and expense of implementing a multibranding strategy outweigh its benefits. 
C) With a multibranding strategy,each brand is unique to each market segment. 
D) A multibranding strategy is used when a firm produces products and sells them under the brand name of a wholesaler or retailer. 
E) Some multibrands are introduced to confront competitors' brands.

Question 15

The marketing objective for a product in the ________ stage of the product life cycle is to create consumer awareness and stimulate trial.

Accepted Answer

A) introduction 
B) growth 
C) maturity 
D) decline 
E) accelerated development

Question 16

Kemps makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy).Kemps pays Wrigley,the owner of the Life Savers brand name,a fee to market this product.This is an example of

Accepted Answer

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

Question 17

CDI/BDI Marketing Dashboard
 
-Managers often use two special measures to help identify strong and weak market segments in order to provide direction for marketing efforts.The two measures are the CDI and the BDI,which stand for

Accepted Answer

A) comprehensive demographic inventory and brand designation information. 
B) consumer demographic index and buyer demographic inventory. 
C) category development index and brand development index. 
D) consumer development index and brand development inventory. 
E) category development index and buyer development inventory.

Question 18

The appearance of competitors often signals the beginning of the ________ stage of the product life cycle.

Accepted Answer

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

Question 19

Imagine that Eveready has developed solar rechargeable batteries that cost only slightly more to produce than the rechargeable batteries currently available.These solar batteries can be recharged by sunlight up to five times,after which they are to be discarded.Unfortunately,the production process cannot be patented,so competitors could enter the market within a year.Which of the following is the best description of the product life cycle of this product?

Accepted Answer

A) rapid growth followed by rapid decline 
B) long,level beginning,and rapid ascent 
C) moderately slow introduction,followed by modest growth,gradually leveling off 
D) high introductory sales followed by rapid decline 
E) high initial sales followed by slow decline

Question 20

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

Accepted Answer

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

Exam 11: Managing Successful Products, services, and Brands

At which stage of the product life cycle is a company likely to have its most complete product line?

What is the difference between a brand name and a trade name? Give an example of each.

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

Which of the following is one of the steps in the sequential process of building brand equity?

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

The white apple used by Apple in advertising and on its products is an example of a

All of the following are true about the length of product life cycles except which?

Vinyl records,cassette tapes,CDs,and music downloads (MP3 files) are all members of the same

Xerox pioneered the first portable fax machine.In 1980,the price was $12,700.Xerox used a(n) ________ pricing strategy to help recover its research and development costs.

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

Which of the following statements regarding the maturity stage of the product life cycle is most accurate?

The identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use,thereby preventing others from using it,is referred to as a

Which of the following is false about a multibranding strategy?

The marketing objective for a product in the ________ stage of the product life cycle is to create consumer awareness and stimulate trial.

Kemps makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy) .Kemps pays Wrigley,the owner of the Life Savers brand name,a fee to market this product.This is an example of

CDI/BDI Marketing Dashboard -Managers often use two special measures to help identify strong and weak market segments in order to provide direction for marketing efforts.The two measures are the CDI and the BDI,which stand for

The appearance of competitors often signals the beginning of the ________ stage of the product life cycle.

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