Question 1

Figure 11-1
-Figure 11-1 above represents the stages of the product life cycle. What does section of the graph labeled C represent?

Accepted Answer

A)   consolidation
B)   maturity
C)   growth
D)   stabilization
E)   declineF) All of the above
G) A) and E)

Question 2

A branding strategy in which a firm markets some products under its own name(s)  and other products under the name of a reseller because the segment attracted to the reseller is different from its own market is referred to as

Accepted Answer

A)   multibranding.
B)   generic branding.
C)   private branding.
D)   mixed branding.
E)   multiproduct branding.F) A) and B)
G) All of the above

Question 3

The Toro Co. makes Toro snowblowers, Toro lawn mowers, Toro garden hoses, and Toro sprinkler systems. The Toro Co. uses a ________ strategy.

Accepted Answer

A)   multibranding
B)   family branding
C)   co-branding
D)   uniform branding
E)   mixed brandingF) D) and E)
G) B) and E)

Question 4

Which step in the sequential process of building the brand equity pyramid is most difficult to achieve?

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 criteriaF) A) and D)
G) A) and C)

Question 5

Which of the following is a multiproduct branding strategy?

Accepted Answer

A)   mixed branding
B)   product line extensions
C)   multibranding
D)   brand licensing
E)   private brandingF) B) and D)
G) B) and C)

Question 6

At the maturity stage of the product life cycle, marketing emphasis

Accepted Answer

A)   is directed toward generating more consumer awareness.
B)   switches to finding more channel intermediaries to carry the product.
C)   focuses on stimulating primary demand for the product.
D)   aims to hold market share through further product differentiation and finding new buyers and uses.
E)   is redirected, with salespeople allocating less time to selling the product.F) C) and E)
G) A) and B)

Question 7

Sales exhibit a downward trend throughout which stage of the product life cycle?

Accepted Answer

A)   introduction
B)   growth
C)   maturity
D)   decay
E)   declineF) A) and B)
G) A) and E)

Question 8

Figure 11-5
-The consumers represented by Segment A in Figure 11-5 above are called

Accepted Answer

A)   early adopters.
B)   late majority.
C)   laggards.
D)   early majority.
E)   innovators.F) C) and D)
G) None of the above

Question 9

Consumer goods firms such as General Mills and PepsiCo as well as technology companies such as Intel and Hewlett-Packard employ a product manager to manage

Accepted Answer

A)   all of an organization's product items or brands.
B)   all of an organization's product classes.
C)   all of an organization's new products through the initial stages of their life cycles.
D)   all products or brands that require close fiscal scrutiny.
E)   a close-knit family of products or brands.F) B) and E)
G) C) and D)

Question 10

LED (light-emitting diode)  lightbulbs, such as the Cree LED bulb, have been available for only a few years in low lighting levels (lumens) . They are designed to replace incandescent and compact fluorescent lightbulbs, in part because of a federal law that phases out incandescent lightbulbs in favor of more energy-efficient ones. LED bulbs are more expensive but 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)   introduction stage
E)   maturity stageF) A) and D)
G) A) and B)

Question 11

Product packaging likethe Pringles cylindrical package that minimizes breakage provides

Accepted Answer

A)   functional benefits.
B)   convenience.
C)   communication benefits.
D)   technology.
E)   renewable resources.F) A) and E)
G) A) and D) A

Question 12

To handle products in the decline stage of the product life cycle, companies often use either a ________ strategy or a ________ strategy.

Accepted Answer

A)   divesting; harvesting
B)   diversification; contraction
C)   deletion; harvesting
D)   deletion; diversification
E)   building; divestingF) All of the above
G) B) and D)

Question 13

Packaging is

Accepted Answer

A)   any box, bottle, jar, can, carton, or bag that can be used for transporting services.
B)   any container in which a product is offered for sale and on which label information is communicated.
C)   that part of a product that is not recycled.
D)   a storage vessel for a perishable product.
E)   any container used in the preservation of ideas.F) A) and D)
G) B) and C)

Question 14

Compare the three ways to manage a product through its product life cycle.

Accepted Answer

The three ways a product or brand manage...

Question 15

Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity. The third step is to elicit the proper consumer responses to a brand's identity and meaning. This step consists of two dimensions, D and E, which represent

Accepted Answer

A)   brand identity and brand emotion.
B)   brand performance and brand imagery.
C)   consumer judgments and consumer feelings.
D)   brand awareness and consumer-brand connection.
E)   consumer feelings and brand imagery.F) All of the above
G) C) and D) C

Question 16

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

Accepted Answer

A)   skimming pricing and penetration pricing.
B)   price lining and bundle pricing.
C)   markdown pricing and experience curve pricing.
D)   skimming pricing and bundle pricing.
E)   penetration pricing and experience curve pricing.F) B) and C)
G) None of the above

Question 17

A branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment is referred to as

Accepted Answer

A)   product differentiation branding.
B)   multibranding.
C)   mixed branding.
D)   segmentation branding.
E)   multiproduct branding.F) B) and D)
G) A) and C)

Question 18

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

Accepted Answer

A)   Technological forces often push a product from the introduction stage to the maturity stage.
B)   During the maturity stage, companies add more distribution outlets to maximize target market coverage.
C)   Sales increase at a slower rate as fewer new buyers enter the market.
D)   Industry profits peak because production and distribution costs are declining.
E)   Total industry profits exceed total industry sales.F) B) and D)
G) B) and C)

Question 19

Which of the following products would have a fad product life-cycle curve?

Accepted Answer

A)   aquarium fish
B)   hoverboards
C)   riding lawn mowers
D)   calculators
E)   backpacksF) C) and E)
G) C) and D)

Question 20

Trading down refers to ________ when repositioning a product.

Accepted Answer

A)   reducing the number of features, qualities, or price
B)   reducing the amount of product carried as inventory
C)   reducing the number of product items in a product line
D)   redirecting marketing resources from a "cash cow" target market to one that is not performing as well in the hopes of increasing sales and profits
E)   encouraging consumers through the use of coupons and deals to purchase a firm's lower-priced productsF) A) and B)
G) A) and C) A

Exam 11: Managing Successful Products, Services, and Brands

Figure 11-1 -Figure 11-1 above represents the stages of the product life cycle. What does section of the graph labeled C represent?

Correct Answer
verified

A branding strategy in which a firm markets some products under its own name(s) and other products under the name of a reseller because the segment attracted to the reseller is different from its own market is referred to as

Correct Answer
verified

The Toro Co. makes Toro snowblowers, Toro lawn mowers, Toro garden hoses, and Toro sprinkler systems. The Toro Co. uses a ________ strategy.

Correct Answer
verified

Which step in the sequential process of building the brand equity pyramid is most difficult to achieve?

Correct Answer
verified

Which of the following is a multiproduct branding strategy?

Correct Answer
verified

At the maturity stage of the product life cycle, marketing emphasis

Correct Answer
verified

Sales exhibit a downward trend throughout which stage of the product life cycle?

Correct Answer
verified

Figure 11-5 -The consumers represented by Segment A in Figure 11-5 above are called

Correct Answer
verified

Consumer goods firms such as General Mills and PepsiCo as well as technology companies such as Intel and Hewlett-Packard employ a product manager to manage

Correct Answer
verified

Correct Answer
verified

Product packaging likethe Pringles cylindrical package that minimizes breakage provides

Correct Answer
verified
A

To handle products in the decline stage of the product life cycle, companies often use either a strategy or a strategy.

Correct Answer
verified

Packaging is

Correct Answer
verified

Compare the three ways to manage a product through its product life cycle.

Correct Answer
verified
The three ways a product or brand manage...
View Answer

Figure 11-6 -Figure 11-6 above shows the sequential process of building brand equity. The third step is to elicit the proper consumer responses to a brand's identity and meaning. This step consists of two dimensions, D and E, which represent

Correct Answer
verified
C

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

Correct Answer
verified

A branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment is referred to as

Correct Answer
verified

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

Correct Answer
verified

Which of the following products would have a fad product life-cycle curve?

Correct Answer
verified

Trading down refers to ________ when repositioning a product.

Correct Answer
verified
A

Exam 11: Managing Successful Products, Services, and Brands

Figure 11-1 -Figure 11-1 above represents the stages of the product life cycle. What does section of the graph labeled C represent?

Correct AnswerverifiedShow Answer

A branding strategy in which a firm markets some products under its own name(s) and other products under the name of a reseller because the segment attracted to the reseller is different from its own market is referred to as

Correct AnswerverifiedShow Answer

The Toro Co. makes Toro snowblowers, Toro lawn mowers, Toro garden hoses, and Toro sprinkler systems. The Toro Co. uses a ________ strategy.

Correct AnswerverifiedShow Answer

Which step in the sequential process of building the brand equity pyramid is most difficult to achieve?

Correct AnswerverifiedShow Answer

Which of the following is a multiproduct branding strategy?

Correct AnswerverifiedShow Answer

At the maturity stage of the product life cycle, marketing emphasis

Correct AnswerverifiedShow Answer

Sales exhibit a downward trend throughout which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Figure 11-5 -The consumers represented by Segment A in Figure 11-5 above are called

Correct AnswerverifiedShow Answer

Consumer goods firms such as General Mills and PepsiCo as well as technology companies such as Intel and Hewlett-Packard employ a product manager to manage

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Product packaging likethe Pringles cylindrical package that minimizes breakage provides

Correct AnswerverifiedA

To handle products in the decline stage of the product life cycle, companies often use either a ________ strategy or a ________ strategy.

Correct AnswerverifiedShow Answer

Packaging is

Correct AnswerverifiedShow Answer

Compare the three ways to manage a product through its product life cycle.

Correct AnswerverifiedThe three ways a product or brand manage...View AnswerShow Answer

Figure 11-6 -Figure 11-6 above shows the sequential process of building brand equity. The third step is to elicit the proper consumer responses to a brand's identity and meaning. This step consists of two dimensions, D and E, which represent

Correct AnswerverifiedC

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

Correct AnswerverifiedShow Answer

A branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment is referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following products would have a fad product life-cycle curve?

Correct AnswerverifiedShow Answer

Trading down refers to ________ when repositioning a product.

Correct AnswerverifiedA

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

Correct Answer
verified
A

To handle products in the decline stage of the product life cycle, companies often use either a strategy or a strategy.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The three ways a product or brand manage...
View Answer

Correct Answer
verified
C

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A