Question 1

An integral part of the package that typically identifies the product or brand,who made it,where and when it was made,how it is to be used,and package contents and ingredients is referred to as a(n) __________.

Accepted Answer

A)  SKU
B)  product information panel
C)  UPC
D)  RFID
E)  labelF) All of the above
G) C) and D)

Question 2

All of the following are benefits to be stressed during the promotion of services EXCEPT:

Accepted Answer

A)  consistent quality.
B)  location.
C)  price.
D)  availability.
E)  efficiency.F) A) and C)
G) A) and E)

Question 3

Adding value to the product (or line) through additional features or higher-quality materials is referred to as __________.

Accepted Answer

A)  trading up
B)  trading down
C)  product enhancement
D)  product extension
E)  quality infusementF) B) and D)
G) A) and B)

Question 4

New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as __________.

Accepted Answer

A)  co-brands
B)  private brands
C)  fighting brands
D)  brand extensions
E)  subbrandsF) None of the above
G) D) and E)

Question 5

Nike has successfully used __________ with its lines Air Jordan and Air Lebron.

Accepted Answer

A)  family branding
B)  subbranding
C)  multiproduct branding
D)  mixed branding
E)  generic brandingF) All of the above
G) A) and E)

Question 6

The central element of the marketing strategy for Pez Candy,Inc.,is the __________.

Accepted Answer

A)  price
B)  breath mint
C)  availability
D)  container
E)  fulfillmentF) A) and B)
G) B) and C)

Question 7

If 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)  psychologicalF) B) and C)
G) B) and E)

Question 8

The desire for a product class rather than for a specific brand is called __________ demand.

Accepted Answer

A)  selective
B)  primary
C)  derived
D)  generic
E)  secondaryF) B) and E)
G) B) and D)

Question 9

A product in the introduction stage of its product life cycle should have which of the following marketing objective(s) ?

Accepted Answer

A)  gain awareness and stimulate trial
B)  stress differentiation
C)  foster brand loyalty
D)  gain as much distribution as possible
E)  target a marketing nicheF) B) and C)
G) A) and E)

Question 10

Trading up refers to __________.

Accepted Answer

A)  adding product features but reducing the price
B)  changing the distribution channel members to higher-service-quality retailers
C)  adding value to the product (or line) through additional features or higher-quality materials
D)  reallocating marketing resources from a performing-poorly target market to one that demonstrates greater potential for future growth
E)  offering consumers a discount when they purchase a more expensive version of the productF) B) and E)
G) A) and E)

Question 11

New Coke was repositioned as a slightly sweeter,less filling soft drink because the Coca-Cola Company discovered that its 1984 market share in supermarkets was 2 percent behind Pepsi.This product repositioning strategy was to __________.

Accepted Answer

A)  reach a new market
B)  catch a rising trend
C)  change the value offered
D)  change its target audience
E)  react to a competitor's positionF) A) and E)
G) A) and D)

Question 12

When 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 innovationF) A) and B)
G) A) and C)

Question 13

What five criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each of the criteria.

Accepted Answer

Five criteria most often mentioned when ...

Question 14

Product packaging such as the Pringles cylindrical package is one example of the product's __________.

Accepted Answer

A)  functional benefits
B)  convenience
C)  communication benefits
D)  technology
E)  renewable resourcesF) A) and C)
G) B) and E)

Question 15

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

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decline
E)  accelerated developmentF) None of the above
G) A) and B)

Question 16

If a firm's marketing dashboard displays a BDI under 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,this indicates which of the following?

Accepted Answer

A)  a weak brand position in a segment
B)  a strong brand position in a segment
C)  above-average product category purchases by a market segment
D)  below-average product category purchases by a market segment
E)  There is not enough information to make any conclusions.F) A) and B)
G) B) and D)

Question 17

Which of the following quotes from a new product adopter would signal the need for a firm to counteract a psychological 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!"F) A) and B)
G) B) and E)

Question 18

The customer experience management (CEM) process should

Accepted Answer

A)  allow for spontaneity and not be too rigid or planned.
B)  be unique to each individual customer's experience.
C)  stress the similarities in style,function,and form of their service relative to the top competitors in the industry.
D)  differentiate a service from other service offerings.
E)  be performed by someone outside the firm to guarantee objectivity.F) B) and D)
G) A) and D)

Question 19

All of the following are market modification strategies EXCEPT:

Accepted Answer

A)  creating a new use situation.
B)  finding new customers.
C)  changing a product's appearance.
D)  targeting new market segments.
E)  increasing a product's use among existing customers.F) B) and D)
G) A) and E)

Question 20

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of __________.

Accepted Answer

A)  co-branding
B)  generic branding
C)  reseller licensing
D)  mixed branding
E)  brand licensingF) C) and D)
G) C) and E)

Exam 10: Managing Successful Products, Services, and Brands

Product packaging such as the Pringles cylindrical package is one example of the product's __________.

Correct AnswerverifiedShow Answer

New Coke was repositioned as a slightly sweeter,less filling soft drink because the Coca-Cola Company discovered that its 1984 market share in supermarkets was 2 percent behind Pepsi.This product repositioning strategy was to __________.

Correct AnswerverifiedShow Answer

The central element of the marketing strategy for Pez Candy,Inc.,is the __________.

Correct AnswerverifiedShow Answer

All of the following are market modification strategies EXCEPT:

Correct AnswerverifiedShow Answer

The desire for a product class rather than for a specific brand is called __________ demand.

Correct AnswerverifiedShow Answer

All of the following are benefits to be stressed during the promotion of services EXCEPT:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What five criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each of the criteria.

Correct AnswerverifiedFive criteria most often mentioned when ...View AnswerShow Answer

Nike has successfully used __________ with its lines Air Jordan and Air Lebron.

Correct AnswerverifiedShow Answer

An integral part of the package that typically identifies the product or brand,who made it,where and when it was made,how it is to be used,and package contents and ingredients is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A product in the introduction stage of its product life cycle should have which of the following marketing objective(s) ?

Correct AnswerverifiedShow Answer

If 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.

Correct AnswerverifiedShow Answer

New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Trading up refers to __________.

Correct AnswerverifiedShow Answer

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of __________.

Correct AnswerverifiedShow Answer

Adding value to the product (or line) through additional features or higher-quality materials is referred to as __________.

Correct AnswerverifiedShow Answer

If a firm's marketing dashboard displays a BDI under 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,this indicates which of the following?

Correct AnswerverifiedShow Answer

The customer experience management (CEM) process should

Correct AnswerverifiedShow Answer

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Five criteria most often mentioned when ...
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