Question 1

Commuters in New York often have often installed radio frequency identification (RFID) devices on their cars that can be read automatically as they approach a toll booth.This saves time,improves traffic flow,and means drivers don't need to keep exact change in their cars.It also offers New York authorities the opportunity to manage traffic flow by charging different toll amounts for different times of day,such as charging a higher toll for "rush hour" periods during the morning and afternoon commutes.Commuters in New York are experiencing

Accepted Answer

A)  price gouging.
B)  off-peak pricing.
C)  flow management pricing.
D)  price differentiation.
E)  idle production pricing.F) C) and E)
G) B) and C)

Question 2

When selecting a brand name,it should: (1) suggest product benefits; (2) __________; (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)  easy to spell and pronounce
C)  not be easily imitated
D)  be patented
E)  be memorable,distinctive,and positiveF) B) and D)
G) B) and E)

Question 3

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

Accepted Answer

A)  Marketing emphasis is directed towards generating more consumer awareness.
B)  Marketing emphasis switches to finding more channel intermediaries to carry the product.
C)  Marketing emphasis aims at stimulating primary demand for the product.
D)  Marketing attention is directed toward holding market share through further product differentiation and finding new buyers.
E)  Marketing emphasis is directed towards having salespeople allocate less time to selling the product.F) A) and B)
G) C) and D)

Question 4

Proctor and Gamble repositioned its Old Spice anti-perspirant brand from a deodorant your grandfather might use to a strong,hip anti-perspirant through commercials that showed the target market of 18- to 30-year-old men advocating its use and through a money-back guarantee.P&G used this product repositioning strategy with its Old Spice brand anti-perspirant to __________.

Accepted Answer

A)  react to a competitor's position
B)  reach a new market
C)  catch a rising trend
D)  change the value offered
E)  diversify its product portfolio.F) A) and B)
G) B) and E)

Question 5

Brand personality refers to __________.

Accepted Answer

A)  the personification of a brand in terms of its benefits
B)  a brand name that cannot be spoken
C)  a set of human characteristics associated with a brand name
D)  the added value a brand name gives to a product beyond the functional benefits provided
E)  the embedded association between a company spokesman or paid celebrity and the product itselfF) B) and C)
G) C) and D)

Question 6

A manufacturer's branding strategy in which a distinct brand name is given to each of its products is referred to as __________.

Accepted Answer

A)  multiproduct branding
B)  generic branding
C)  product differentiation branding
D)  mixed branding
E)  multibrandingF) A) and D)
G) None of the above

Question 7

One tool available when trying to even out the variations in demand for services is __________.

Accepted Answer

A)  off-peak pricing
B)  product lay-away
C)  credit incentives
D)  container sales
E)  product rationingF) A) and B)
G) A) and C)

Question 8

In India,the company had to build a brand,build a salesforce,and __________."

Accepted Answer

A)  establish brand licensing agreements with Chinese companies
B)  engage in multibranding
C)  build a multidomestic marketing strategy
D)  create a private branding strategy
E)  build an effective supply chain to service the salesforceF) B) and E)
G) A) and B)

Question 9

Free 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 cycleF) C) and D)
G) A) and C)

Question 10

When selecting a brand name,it should: (1) suggest product benefits; (2) be memorable,distinctive and positive; (3) fit the company or product image; (4) __________; and (5) be simple and emotional.

Accepted Answer

A)  never have a humorous connotation
B)  be easy to spell and pronounce
C)  be patented
D)  not be easily imitated
E)  have no legal or regulatory restrictionsF) A) and C)
G) A) and B) E

Question 11

The added value a brand name gives to a product beyond the functional benefits provided is referred to as __________.

Accepted Answer

A)  brand caché
B)  brand net worth
C)  brand equity
D)  brand benefit
E)  brand enhancementF) A) and D)
G) A) and C) C

Question 12

An expanded marketing mix for services that includes the four Ps (product,price,promotion,and place or distribution) as well as people,physical environment,and process,is referred to as the __________.

Accepted Answer

A)  seven Ps of services
B)  service matrix
C)  service continuum
D)  service encounters
E)  the service mixF) A) and D)
G) D) and E)

Question 13

The third step in the sequential process of building brand equity is to __________.

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 behaviorF) All of the above
G) A) and B)

Question 14

LED (light-emitting diode) light bulbs,which have been available for only a few years in low lighting levels (lumens) ,are now coming to the marketplace in a 100 watt,7500 lumen equivalent.They are designed to replace incandescent and even compact fluorescent light bulbs,in part because of a federal law that phases out incandescent light bulbs in favor of more energy efficient ones.LED bulbs,which today can cost over $50 for a 100-watt bulb,will last up to 20 years.In what stage of the product life cycle is this product?

Accepted Answer

A)  growth stage
B)  decline stage
C)  accelerated development stage
D)  maturity stage
E)  introduction stageF) A) and D)
G) B) and D)

Question 15

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 devicesF) B) and D)
G) A) and D) B

Question 16

The less-expensive matinee movie pricing offered on shows prior to 4:00 p.m.is an example of

Accepted Answer

A)  price lining.
B)  price differentiation.
C)  off-peak pricing.
D)  bait-and-switch pricing.
E)  idle production pricing.F) A) and C)
G) A) and E)

Question 17

A publicity tool frequently used by nonprofit services,which uses free space or time donated by the media,is referred to as a(n)

Accepted Answer

A)  promotion.
B)  advertisement.
C)  public service announcement.
D)  press release.
E)  cooperative advertisement.F) B) and E)
G) C) and D)

Question 18

The three main benefits packaging provides to manufacturers,retailers,and consumers are communication benefits,perceptual benefits,and __________ benefits.

Accepted Answer

A)  personal
B)  functional
C)  financial
D)  societal
E)  aestheticF) A) and C)
G) A) and B)

Question 19

Integrating the service component of the marketing mix with efforts to influence consumer demand is referred to as __________.

Accepted Answer

A)  customer management
B)  internal marketing
C)  product management
D)  capacity management
E)  seven Ps of services marketingF) A) and B)
G) A) and C)

Question 20

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while.The product's recent introduction of a DiGiorno cheese stuffed crust to its line of pizzas is an example of __________.

Accepted Answer

A)  a market-product grid
B)  diversification
C)  market modification
D)  product class extension
E)  product modificationF) A) and E)
G) A) and C)

Exam 10: Managing Successful Products, Services, and Brands

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Brand personality refers to __________.

Correct Answer
verified

A manufacturer's branding strategy in which a distinct brand name is given to each of its products is referred to as __________.

Correct Answer
verified

One tool available when trying to even out the variations in demand for services is __________.

Correct Answer
verified

In India,the company had to build a brand,build a salesforce,and __________."

Correct Answer
verified

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

Correct Answer
verified

When selecting a brand name,it should: (1) suggest product benefits; (2) be memorable,distinctive and positive; (3) fit the company or product image; (4) __________; and (5) be simple and emotional.

Correct Answer
verified
E

The added value a brand name gives to a product beyond the functional benefits provided is referred to as __________.

Correct Answer
verified
C

An expanded marketing mix for services that includes the four Ps (product,price,promotion,and place or distribution) as well as people,physical environment,and process,is referred to as the __________.

Correct Answer
verified

The third step in the sequential process of building brand equity is to __________.

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified
B

The less-expensive matinee movie pricing offered on shows prior to 4:00 p.m.is an example of

Correct Answer
verified

A publicity tool frequently used by nonprofit services,which uses free space or time donated by the media,is referred to as a(n)

Correct Answer
verified

The three main benefits packaging provides to manufacturers,retailers,and consumers are communication benefits,perceptual benefits,and __________ benefits.

Correct Answer
verified

Integrating the service component of the marketing mix with efforts to influence consumer demand is referred to as __________.

Correct Answer
verified

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while.The product's recent introduction of a DiGiorno cheese stuffed crust to its line of pizzas is an example of __________.

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Brand personality refers to __________.

Correct AnswerverifiedShow Answer

A manufacturer's branding strategy in which a distinct brand name is given to each of its products is referred to as __________.

Correct AnswerverifiedShow Answer

One tool available when trying to even out the variations in demand for services is __________.

Correct AnswerverifiedShow Answer

In India,the company had to build a brand,build a salesforce,and __________."

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

When selecting a brand name,it should: (1) suggest product benefits; (2) be memorable,distinctive and positive; (3) fit the company or product image; (4) __________; and (5) be simple and emotional.

Correct AnswerverifiedE

The added value a brand name gives to a product beyond the functional benefits provided is referred to as __________.

Correct AnswerverifiedC

An expanded marketing mix for services that includes the four Ps (product,price,promotion,and place or distribution) as well as people,physical environment,and process,is referred to as the __________.

Correct AnswerverifiedShow Answer

The third step in the sequential process of building brand equity is to __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedB

The less-expensive matinee movie pricing offered on shows prior to 4:00 p.m.is an example of

Correct AnswerverifiedShow Answer

A publicity tool frequently used by nonprofit services,which uses free space or time donated by the media,is referred to as a(n)

Correct AnswerverifiedShow Answer

The three main benefits packaging provides to manufacturers,retailers,and consumers are communication benefits,perceptual benefits,and __________ benefits.

Correct AnswerverifiedShow Answer

Integrating the service component of the marketing mix with efforts to influence consumer demand is referred to as __________.

Correct AnswerverifiedShow Answer

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while.The product's recent introduction of a DiGiorno cheese stuffed crust to its line of pizzas is an example of __________.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
E

Correct Answer
verified
C

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
B

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified