Question 1

is a master of the __________ pricing strategy.According to a 3M manager,"We hit fast,price high,and get the heck out when the me-too products pour in."

Accepted Answer

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

Question 2

Warranties that assign responsibility for product deficiencies to the manufacturer are called __________ warranties.

Accepted Answer

A)  guaranteed 
B)  quality control 
C)  implied 
D)  strict-liability 
E)  express

Question 3

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

Accepted Answer

A)  e-books 
B)  all electric cars 
C)  3D HDTVs 
D)  soft drinks 
E)  traditional TVs

Question 4

Figure 11-5
-consumers represented by "C" in Figure 11-5 above are called __________.

Accepted Answer

A)  innovators 
B)  late majority 
C)  early majority 
D)  early adopters 
E)  laggards

Question 5

challenges of packaging and labeling are often global.Two of the particular types of challenges facing global manufacturers are health and safety concerns and __________.

Accepted Answer

A)  making packaging a less expensive part of the marketing strategy 
B)  creating larger size packages to be sold at warehouse stores. 
C)  ensuring total quality management across national boundaries 
D)  creating packaging sensitive to cultural diversity 
E)  addressing ongoing environmental concerns

Question 6

written statement of manufacturer liability is referred to as a(n)__________ warranty.

Accepted Answer

A)  explicit 
B)  functional 
C)  implied 
D)  strict-liability 
E)  express

Question 7

the National Cattlemen's Beef Association developed the "Beef,It's What's for Dinner" advertising campaign,it was trying to stimulate __________ demand.

Accepted Answer

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

Question 8

two most common pricing alternatives for products in the introduction stage of the product life cycle are __________ and __________.

Accepted Answer

A)  skimming pricing; penetration pricing 
B)  price lining; product line pricing 
C)  markdown pricing; quantity discount pricing 
D)  skimming pricing; bundle pricing 
E)  penetration pricing; experience curve pricing

Question 9

challenges of packaging and labeling are often global.One particular challenge facing global manufacturers involves __________.

Accepted Answer

A)  creating larger size packages to be sold at warehouse stores 
B)  creating packaging sensitive to educational diversity 
C)  addressing ongoing environmental concerns 
D)  ensuring ISO 19000 total quality management within national boundaries 
E)  making packaging an irrelevant part of a firm's marketing strategy

Question 10

Figure 11-4
-Figure 11-4 above shows that in 2007,CDs were in which stage of the product life cycle?

Accepted Answer

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

Question 11

Customer value can assume numerous forms.For Pez Candy,Inc.,customer value manifests itself in the form of __________.

Accepted Answer

A)  an upbeat jingle 
B)  character candy dispensers 
C)  a stylish logotype 
D)  sour taste 
E)  sugar coating

Question 12

are the four shapes that a product life cycle can take? For each type,describe (and as an option,draw)its characteristics.

Accepted Answer

The answer of are the four shapes that a product...

Question 13

Johnson & Johnson effectively repositioned St.Joseph Aspirin as a product for infants to an adult low-strength aspirin to reduce the risk of heart attacks.This is an example of repositioning by __________.

Accepted Answer

A)  reacting to a competitor's position 
B)  reaching a new market 
C)  catching a rising trend 
D)  changing the value offered 
E)  product modification

Question 14

Huggies Photo
-Co-branding involves __________.

Accepted Answer

A)  combining a corporate brand with a new brand 
B)  pairing two brand names of two manufacturers on a single product 
C)  using the same brand names for the same product in multiple countries 
D)  using the same name for the original product and for all subsequent product line extensions 
E)  using a current brand name to enter a different product class

Question 15

Proctor & Gamble (P&G)were to package a Gillette Fusion ProGlide Razor with its Old Spice Pure Sport Anti-Perspirant and Deodorant,P&G would be engaged in __________.

Accepted Answer

A)  a two-for-one deal 
B)  product modification 
C)  product bundling 
D)  product repositioning 
E)  product differentiation

Question 16

Figure 11-7
-Companies can employ several different branding strategies.In Figure 11-7 above,"D" represents a __________ strategy.

Accepted Answer

A)  retailer branding 
B)  multiproduct branding 
C)  multibranding 
D)  private branding 
E)  mixed branding

Question 17

a product that spreads through the population,it is called the __________.

Accepted Answer

A)  spread of innovation. 
B)  proliferation of innovation 
C)  open innovation 
D)  dispersal of innovation 
E)  diffusion of innovation

Question 18

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

Accepted Answer

A)  pocket video cameras 
B)  analog TVs 
C)  3D HDTVs 
D)  soft drinks 
E)  tablet devices

Question 19

trademark refers to __________.

Accepted Answer

A)  any word, device (design, sound, shape or color), or combination of these used to distinguish a seller's goods or services 
B)  the part of a brand that can be spoken 
C)  the part of a brand that is a symbol or design and cannot be vocalized 
D)  the commercial, legal name under which a company does business 
E)  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

Question 20

Figure 11-5
-consumers represented by "B" in Figure 11-5 above are called __________.

Accepted Answer

A)  innovators 
B)  late majority 
C)  early majority 
D)  early adopters 
E)  laggards

Exam 11: Managing Successful Products,Services,and Brands

is a master of the __________ pricing strategy.According to a 3M manager,"We hit fast,price high,and get the heck out when the me-too products pour in."

Warranties that assign responsibility for product deficiencies to the manufacturer are called __________ warranties.

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

Figure 11-5 -consumers represented by "C" in Figure 11-5 above are called __________.

challenges of packaging and labeling are often global.Two of the particular types of challenges facing global manufacturers are health and safety concerns and __________.

written statement of manufacturer liability is referred to as a(n) __________ warranty.

the National Cattlemen's Beef Association developed the "Beef,It's What's for Dinner" advertising campaign,it was trying to stimulate __________ demand.

two most common pricing alternatives for products in the introduction stage of the product life cycle are and .

challenges of packaging and labeling are often global.One particular challenge facing global manufacturers involves __________.

Figure 11-4 -Figure 11-4 above shows that in 2007,CDs were in which stage of the product life cycle?

Customer value can assume numerous forms.For Pez Candy,Inc.,customer value manifests itself in the form of __________.

are the four shapes that a product life cycle can take? For each type,describe (and as an option,draw)its characteristics.

Johnson & Johnson effectively repositioned St.Joseph Aspirin as a product for infants to an adult low-strength aspirin to reduce the risk of heart attacks.This is an example of repositioning by __________.

Huggies Photo -Co-branding involves __________.

Proctor & Gamble (P&G) were to package a Gillette Fusion ProGlide Razor with its Old Spice Pure Sport Anti-Perspirant and Deodorant,P&G would be engaged in __________.

Figure 11-7 -Companies can employ several different branding strategies.In Figure 11-7 above,"D" represents a __________ strategy.

a product that spreads through the population,it is called the __________.

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

trademark refers to __________.

Figure 11-5 -consumers represented by "B" in Figure 11-5 above are called __________.