Question 1

its recent "You're not you when you're hungry-Snickers satisfies" TV ad,Mars,the maker of the Snickers candy bar,repositioned Snickers from a candy bar dessert-like food to a snack food that can satisfy hunger.Mars used this repositioning strategy with its Snickers brand to __________.

Accepted Answer

A)  react to a competitor's position 
B)  reach a new target market segment 
C)  catch a rising trend 
D)  change the value offered to its customers 
E)  implement a global strategy

Question 2

Which of the following quotes from a new product adopter would signal the need for a firm to counteract a usage barrier?

Accepted Answer

A)  "But it might make me fat." 
B)  "What if I can't make the monthly payments?" 
C)  "I don't want to try this if it means I have to swallow it with milk." 
D)  "Big deal, the only difference is the shape of the package." 
E)  "Sure I'll try it; why not!"

Question 3

classifications of innovators,early adopters,early majority,late majority,and laggards are all based upon __________

Accepted Answer

A)  how frequently a consumer uses a product 
B)  the number and strength of competitors 
C)  when consumers begin buying a new product 
D)  the time it takes to educate a consumer in the use of a new technology 
E)  how quickly consumers respond to an advertising message or campaign

Question 4

container in which a product is offered for sale and on which information is communicated is referred to as __________.

Accepted Answer

A)  point of purchase display 
B)  merchandising 
C)  packaging 
D)  a label 
E)  product bundle

Question 5

consumers,the primary benefit of branding is __________.

Accepted Answer

A)  products tend to be higher in quality 
B)  it helps consumers become more efficient shoppers 
C)  branded items are more readily available in retail outlets 
D)  brand items are usually more expensive because of the cost to register them with the Federal Trade Commission (FT
C)  
E)  they are often rewarded with buyer loyalty incentives

Question 6

There are several reasons why a consumer might be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a usage barrier,which occurs when __________.

Accepted Answer

A)  there is no incentive to change 
B)  there are physical, economic, or social risks 
C)  there are cultural differences 
D)  the financial commitment is too great 
E)  the product is not compatible with existing habits

Question 7

selecting a brand name,it should (1)__________; (2)be memorable,distinctive,and positive; (3)fit the company or product image; (4)have no legal or regulatory restrictions; and (5)be simple and emotional.

Accepted Answer

A)  never have a humorous connotation 
B)  suggest product benefits 
C)  not be easily imitated 
D)  be patented 
E)  easy to spell and pronounce

Question 8

a product reaches the decline stage of the product life cycle,a firm has two choices.One choice involves product deletion-dropping it from a firm's product line.The other is called __________,which retains the product in the product line but reduces marketing costs.

Accepted Answer

A)  reaping 
B)  paring down 
C)  divesting 
D)  milking 
E)  harvesting

Question 9

a customer is reluctant to try a new product because he'd have to change his normal every day behaviors,the company is most likely facing a __________ barrier.

Accepted Answer

A)  usage 
B)  risk 
C)  value 
D)  financial 
E)  psychological

Question 10

During the introduction stage of the product life cycle,the place (distribution)element of the marketing mix is highly involved with __________.

Accepted Answer

A)  increasing inventory levels at warehouses and distribution centers to meet potential demand 
B)  gaining as many retail distribution outlets as possible, even though many will be reluctant to carry the new product 
C)  using an intermodal logistics system to get the products through the marketing channel as quickly as possible 
D)  building storage warehouses and distribution centers to establish an efficient infrastructure for the new product 
E)  obtaining contracts with independent sales agents and brokers instead of using the firm's salesforce

Question 11

company uses __________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

Accepted Answer

A)  manufacturer branding 
B)  private branding 
C)  generic branding 
D)  co-branding 
E)  brand licensing

Question 12

four steps in the sequential process of building the brand equity pyramid include: (1)developing positive brand awareness; (2)__________; (3)eliciting the proper consumer responses to a brand's identity and meaning; and (4)creating a consumer-brand connection.

Accepted Answer

A)  easing consumers' decision making 
B)  forming a brand personality 
C)  rewarding loyal customer behavior 
D)  establishing a brand's meaning in the minds of consumers 
E)  developing brand licensing criteria

Question 13

product adopters,members of the late majority __________.

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, highly educated, and use multiple information sources

Question 14

is a lemon-lime carbonated soft drink that has been very successful in the U.S.Dr.Pepper/Seven Up,Inc.,the makers of 7Up,uses a family branding strategy to market 7Up worldwide.In Shanghai,China,sales have suffered since the brand name means "death through drinking." When picking a good band name,which criterion did Dr.Pepper/Seven Up,Inc.violate when it chose to use a family branding strategy to market 7Up in China?

Accepted Answer

A)  The name should be memorable, distinctive, and positive. 
B)  The name should be simple. 
C)  The name should have no governmental restrictions. 
D)  The name should suggest the product's benefits. 
E)  The name should not be difficult to spell or pronounce.

Question 15

federal law protects the trademarks of a firm?

Accepted Answer

A)  Sherman Act 
B)  Landham Act 
C)  ISO 9000 
D)  Clayton Act 
E)  Robinson-Patman Act

Question 16

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

Question 17

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies attempt to overcome barriers to product adoption during the __________ stage of a product's life cycle.

Accepted Answer

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

Question 18

samples are one of the most popular means to gain consumer trial.In fact,most consumers consider a sample to __________.

Accepted Answer

A)  simulate laggard usage of the product 
B)  be the best way to evaluate a new product 
C)  be faster than purchasing a product 
D)  be safer than purchasing a product 
E)  circumvent the typical adoption cycle

Question 19

primary purpose of a trademark is to __________.

Accepted Answer

A)  legally protect a product's brand name or trade name and prevent others from using it 
B)  allow a company to use the brand name on multiple products in its product line 
C)  legally identify the product as having met government standards for its product item 
D)  help consumers identify a genuine product from a counterfeit product 
E)  capitalize on the brand equity a consumer associates with the symbol, sound, or image

Question 20

which stage in the product life cycle do industry profits usually peak?

Accepted Answer

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

Exam 11: Managing Successful Products,Services,and Brands