Question 1

The initial purchase of a product by a consumer is referred to as a(n) _________.

Accepted Answer

A)  product sampling
B)  first buy
C)  trial
D)  assessment
E)  examination periodF) B) and D)
G) All of the above

Question 2

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

Accepted Answer

A)  there is no incentive to change
B)  there are physical,economic,or social risks
C)  the product is not consistent with existing habits
D)  the financial commitment is too great
E)  it affects one's imageF) All of the above
G) A) and D)

Question 3

Private branding is also referred to as private labeling or __________.

Accepted Answer

A)  reseller branding
B)  generic branding
C)  multibranding
D)  co-branding
E)  multiproduct brandingF) None of the above
G) A) and B)

Question 4

The 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 criteriaF) C) and D)
G) None of the above

Question 5

-When consumers think of Harley-Davidson,the image is of a masculine,non-conformist.With Vespa motor scooters,the image is of a brainy environmentalist.Both Vespa and Harley-Davidson ___________.

Accepted Answer

A)  have brand personalities
B)  have created brand subcultures
C)  are logotypes
D)  use co-branding
E)  use product personificationF) C) and E)
G) A) and B)

Question 6

Which of the following statements about are perceptual benefits conveyed by a product's packaging and labeling is NOT 
true?

Accepted Answer

A)  Global brands can benefit from "country of origin or manufacture" perceptions since consumers tend to hold stereotypes about country-product pairings that they judge "best."
B)  Packaging and labeling have been shown to enhance brand recognition and facilitate the formation of strong,favorable,and unique brand associations.
C)  Packaging and labeling satisfy the legal requirements for the conveyance of information.
D)  Changes in packaging and labeling can uphold a brand's image in consumers' minds.
E)  The color,shape,and graphics of a package or label distinguish one brand from another.F) A) and E)
G) C) and D)

Question 7

Which of the following statements is most accurate?

Accepted Answer

A)  The name Gatorade was chosen because as an energy drink it "got you out the gate-fast."
B)  The name Gatorade was coined by a team who lost to the University of Florida Gators,attributing the Gator win to the "aid" it got from the rehydrating beverage.
C)  The green color of the original lemon-lime Gatorade was based on the University of Florida's alligator mascot.
D)  Gatorade was developed by PepsiCo as a cause-marketing project to provide resources for women's sports at University of Florida's as a result of the passage of Title IX in 1972.
E)  Gatorade is the only sports drink marketer that doesn't use sports celebrities to endorse its products.F) B) and C)
G) B) and D)

Question 8

As more competitors launch their own products and the product progresses along its life cycle,company attention is focused on creating __________ demand,or the preference for a specific brand.

Accepted Answer

A)  primary
B)  selective
C)  derived
D)  generic
E)  secondaryF) A) and E)
G) None of the above

Question 9

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

Accepted Answer

A)  communication benefits
B)  storage benefits
C)  perceptual benefits
D)  protection benefits
E)  self-realization benefitsF) C) and D)
G) B) and E)

Question 10

Identify and describe the four branding strategies that product and brand managers use.

Accepted Answer

Product and brand managers use the follo...

Question 11

Describe the decline stage of the product life cycle.Explain the two strategies a company might employ if its product were in the decline stage of its product life cycle.

Accepted Answer

The decline stage occurs when sales drop...

Question 12

Identify and describe the stages of the generalized product life cycle.For each stage,specify the marketing objective a firm should attempt to achieve.See Figure 10-1 in the textbook.

Accepted Answer

The four stages of the generalized produ...

Question 13

Explain the difference between primary demand and selective demand.

Accepted Answer

Primary demand is a desire for...

Question 14

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.One of these indexes is the BDI or __________.

Accepted Answer

A)  business development index
B)  brand development index
C)  business-portfolio development index
D)  buyers development index
E)  benchmark development indexF) A) and E)
G) A) and D)

Question 15

Which of the following statements about product line extensions is most accurate?

Accepted Answer

A)  A product line extension strategy typically leads to increased advertising costs.
B)  There are no risks associated with a product line extension strategy.
C)  When the Clorox Company joins with Kroger supermarkets to advertise Clorox products in a local newspaper,it is engaged in a product line extension.
D)  A product line extension is a form of multiproduct branding.
E)  A product line extension is with a form of multibranding.F) B) and D)
G) A) and D)

Question 16

The tangibles that make up the service,such as buildings,landscaping,vehicles,furnishings,signage,brochures,and equipment,comprise which element of the seven Ps of services marketing?

Accepted Answer

A)  process
B)  place
C)  physical environment
D)  productivity
E)  productF) B) and E)
G) A) and B)

Question 17

Brand equity refers to __________.

Accepted Answer

A)  the resources invested to create a name,phrase,design,symbol,or combination of these to identify a firm's products and distinguish them from those of its competitors
B)  the difference between the revenues generated and the costs incurred to the product brand through the addition of features or higher-quality materials
C)  increasing the content contained within the brand's package without changing its size or increasing its price
D)  the net present value of the royalties the firm receives as a result of licensing its brand to other firms to manufacture and/or market
E)  the added value a brand name gives to a product beyond the functional benefits providedF) A) and C)
G) B) and D)

Question 18

A product life cycle that results from products that are easily imitated by competitors,whose benefits are readily understood by consumers,and for which the appropriate marketing strategy is to broaden distribution quickly is typical for __________ products.

Accepted Answer

A)  high-learning
B)  fashion
C)  fad
D)  low-learning
E)  generalizedF) A) and E)
G) B) and D)

Question 19

-The Dr.Pepper KISS ad shown above depicts a set of human characteristics associated with a brand name,which defines its __________.

Accepted Answer

A)  symbolic brand
B)  brand personality
C)  brand mannerism
D)  brand personification
E)  product personificationF) A) and B)
G) All of the above

Question 20

In the seven Ps of services,the term "process" refers to

Accepted Answer

A)  the patented steps of service encounters that distinguish one service provider from another.
B)  licensed procedures that have met ISO 9000 guidelines for safety.
C)  the procedures,mechanisms,and flow of activities by which the service is created and delivered.
D)  a protocol for behaviors and activities for people-based rather than technology-based services.
E)  the decisions consumers' make during the purchase of services.F) A) and D)
G) B) and D)

Exam 10: Managing Successful Products, Services, and Brands

-The Dr.Pepper KISS ad shown above depicts a set of human characteristics associated with a brand name,which defines its __________.

Correct AnswerverifiedShow Answer

Identify and describe the four branding strategies that product and brand managers use.

Correct AnswerverifiedProduct and brand managers use the follo...View AnswerShow Answer

In the seven Ps of services,the term "process" refers to

Correct AnswerverifiedShow Answer

Which of the following statements about product line extensions is most accurate?

Correct AnswerverifiedShow Answer

-When consumers think of Harley-Davidson,the image is of a masculine,non-conformist.With Vespa motor scooters,the image is of a brainy environmentalist.Both Vespa and Harley-Davidson ___________.

Correct AnswerverifiedShow Answer

Identify and describe the stages of the generalized product life cycle.For each stage,specify the marketing objective a firm should attempt to achieve.See Figure 10-1 in the textbook.

Correct AnswerverifiedThe four stages of the generalized produ...View AnswerShow Answer

Explain the difference between primary demand and selective demand.

Correct AnswerverifiedPrimary demand is a desire for...View AnswerShow Answer

Which of the following statements is most accurate?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

As more competitors launch their own products and the product progresses along its life cycle,company attention is focused on creating __________ demand,or the preference for a specific brand.

Correct AnswerverifiedShow Answer

The tangibles that make up the service,such as buildings,landscaping,vehicles,furnishings,signage,brochures,and equipment,comprise which element of the seven Ps of services marketing?

Correct AnswerverifiedShow Answer

A product life cycle that results from products that are easily imitated by competitors,whose benefits are readily understood by consumers,and for which the appropriate marketing strategy is to broaden distribution quickly is typical for __________ products.

Correct AnswerverifiedShow Answer

The initial purchase of a product by a consumer is referred to as a(n) _________.

Correct AnswerverifiedShow Answer

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.One of these indexes is the BDI or __________.

Correct AnswerverifiedShow Answer

Brand equity refers to __________.

Correct AnswerverifiedShow Answer

Private branding is also referred to as private labeling or __________.

Correct AnswerverifiedShow Answer

The 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.

Correct AnswerverifiedShow Answer

Which of the following statements about are perceptual benefits conveyed by a product's packaging and labeling is NOT true?

Correct AnswerverifiedShow Answer

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

Correct AnswerverifiedShow Answer

Describe the decline stage of the product life cycle.Explain the two strategies a company might employ if its product were in the decline stage of its product life cycle.

Correct AnswerverifiedThe decline stage occurs when sales drop...View AnswerShow Answer

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Product and brand managers use the follo...
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The four stages of the generalized produ...
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Primary demand is a desire for...
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The decline stage occurs when sales drop...
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