Question 1

Hillside coffee comes in single-serving,self-heating containers.Not only is this of benefit to people on the go,it is a popular product with people in areas prone to hurricanes or blizzards,because they can still have hot coffee when there is no electricity.This demonstrates which benefit of good packaging?

Accepted Answer

A)  communication benefit 
B)  perceptual benefit 
C)  financial benefit 
D)  societal benefit 
E)  functional benefit

Question 2

product life cycle refers to __________.

Accepted Answer

A)  the average life span of a product 
B)  a concept that describes the stages a new product goes through from product concept to commercialization 
C)  a concept that describes the stages a product goes through in the marketplace-early growth, accelerated development, maturity, and decline 
D)  a concept that describes the stages a product goes through in the marketplace-introduction, growth, maturity, and decline 
E)  the amount of time it takes a product innovation to completely diffuse in the marketplace

Question 3

Explain the difference between primary demand and selective demand.

Accepted Answer

The answer of Explain the difference between primary demand and...

Question 4

Packaging __________.

Accepted Answer

A)  is any box, bottle, jar, can, carton, or bag that can be used for transporting services 
B)  is any container in which a product is offered for sale and on which information is communicated 
C)  is that part of a product that is not recycled 
D)  identifies the product or brand, who made it, where and when it was made, how it is to be used, and the contents and ingredients 
E)  is any container used in the preservation of ideas

Question 5

Figure 11-4
-Figure 11-4 above shows that in 1983 cassette tapes were in which stage of the product life cycle?

Accepted Answer

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

Question 6

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 5 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, with rapid decline 
E)  high initial sales followed by slow decline

Question 7

Product changes characteristically take place in the __________ stage of the product life cycle.

Accepted Answer

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

Question 8

environmental challenges of packaging and labeling are often global in nature.These include all of the following EXCEPT __________.

Accepted Answer

A)  the shortage of viable landfill sites 
B)  growth of solid waste 
C)  the composition of packaging materials 
D)  cultural norms 
E)  recycling

Question 9

During the maturity stage of the product life cycle,profit declines PRIMARILY because __________.

Accepted Answer

A)  there are fewer and fewer competitors in the market 
B)  promotional expenditures increase 
C)  production costs increase the more a firm has to manufacture the same product 
D)  there is fierce price competition among sellers 
E)  more consumers enter the market seeking bargains

Question 10

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 11

concept of the diffusion of innovation shows how a product "diffuses" or spreads through the population over time.The consumer population is divided into five categories of product adopters based on when they adopt (i.e.,first buy)a new product.Each product adopter category has a unique profile.Consumers who are venturesome,highly educated,and use multiple information sources are called __________.

Accepted Answer

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

Question 12

many years,Kellogg's Frosted Flakes,a ready-to-eat breakfast cereal,was perceived as a cereal for children.Tony the Tiger,a cartoon character,extolled Frosted Flakes,and advertisements depicted children enjoying the product with Tony in competitive situations.Recently,in response to declining sales of Frosted Flakes,the cereal-maker has adopted a new series of advertisements that show adults admitting that they enjoy Frosted Flakes,too.Kellogg's is attempting to __________.

Accepted Answer

A)  develop a perceptual map for Frosted Flakes 
B)  reposition Frosted Flakes 
C)  complete the Frosted Flakes product life cycle 
D)  introduce a new product line extension for Frosted Flakes 
E)  position Frosted Flakes

Question 13

implied warranty __________.

Accepted Answer

A)  provides a written statement of manufacturer liability 
B)  states the bounds of coverage, and more importantly, areas of noncoverage 
C)  has no limits of noncoverage 
D)  assigns responsibility for product deficiencies to the manufacturer 
E)  assigns responsibility for product deficiencies on misuse by the consumer

Question 14

Gatorade offers a range of product offerings.The firm uses one name for all its products in a product class.Gatorade is using a __________ strategy.

Accepted Answer

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

Question 15

Balance,Inc.successfully repositioned its athletic shoes to focus on fit,durability,and comfort rather than on competing head-on against Nike and Adidas on fashion and professional sports.This product repositioning strategy was designed 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)  accommodate its target audience preference for comfortable sneakers

Question 16

brand name refers to __________.

Accepted Answer

A)  a product's identifier that only can be spoken 
B)  a product's identifier that consists of only the symbol or design that cannot be spoken 
C)  any word, device (design, sound, shape or color), or combination of these used to distinguish a seller's goods or services 
D)  the commercial, legal name under which a company does business 
E)  the identification of an organization's products based upon individual SKUs

Question 17

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

Accepted Answer

A)  easing consumers' decision making 
B)  forming a brand personality 
C)  creating a consumer-brand connection 
D)  rewarding loyal customer behavior 
E)  developing brand licensing criteria

Question 18

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

Accepted Answer

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

Question 19

of the following are product modification strategies EXCEPT __________.

Accepted Answer

A)  product bundling 
B)  improving a product's quality 
C)  changing a product's appearance 
D)  creating a new use situation 
E)  altering a product's performance

Question 20

word,device (design,sound,shape,or color),or combination of these used to distinguish a seller's goods or services is referred to as a __________.

Accepted Answer

A)  brand name 
B)  copyright 
C)  trade name 
D)  trade mark 
E)  label

Exam 11: Managing Successful Products,Services,and Brands