Question 1

The marketing objective for a product in the ________ stage of the product life cycle is to create consumer awareness and stimulate trial.

Accepted Answer

A)   introduction
B)   growth
C)   maturity
D)   decline
E)   accelerationF) B) and D)
G) A) and D)

Question 2

An organization's use of a name, phrase, design, symbol, or combination of these to identify its products and distinguish them from those of competitors is referred to as

Accepted Answer

A)   a label.
B)   branding.
C)   a trademark.
D)   a brand name.
E)   a trade name.F) A) and C)
G) B) and E)

Question 3

Figure 11-1
-Figure 11-1 above represents the stages of the product life cycle. What does the curve labeled Y represent?

Accepted Answer

A)   total variable costs
B)   total fixed costs
C)   total industry profit
D)   total industry sales revenue
E)   total research and development costsF) A) and D)
G) A) and B)

Question 4

All of the following marketing actions can be used by a firm to counteract barriers to product adoption except which?

Accepted Answer

A)   offering money-back guarantees
B)   targeting niche consumers
C)   conducting demonstrations
D)   offering free samples
E)   providing extensive usage instructionsF) C) and D)
G) A) and E)

Question 5

During the ________ stage of the product life cycle, product proliferation occurs as competitors attempt to differentiate their company's brand from others.

Accepted Answer

A)   introduction
B)   growth
C)   maturity
D)   stability
E)   developmentF) B) and D)
G) A) and E)

Question 6

A contractual agreement whereby one company (licensor)  allows its brand name or trademark to be used with products or services offered by another company (licensee)  for a royalty or fee is referred to as

Accepted Answer

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

Question 7

What is the marketing objective for the maturity stage of the product life cycle?

Accepted Answer

A)   begin deletion
B)   implement skimming
C)   stress differentiation
D)   gain awareness
E)   maintain brand loyaltyF) D) and E)
G) All of the above

Question 8

The three main benefits packaging provides to manufacturers, retailers, and consumers include which of these?

Accepted Answer

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

Question 9

During the introduction stage of the product life cycle, the place element of the marketing mix is focused on

Accepted Answer

A)   increasing inventory levels at warehouses and distribution centers to meet potential demand.
B)   gaining distribution, even though some channel partners will be reluctant to carry the new product.
C)   using an intermodal logistics system to get the products through the marketing channel as quickly as possible.
D)   building storage warehouses and distribution centers to establish an efficient infrastructure for the new product.
E)   obtaining contracts with independent sales agents and brokers instead of using the firm's salesforce.F) C) and E)
G) A) and D)

Question 10

When Proctor & Gamble revamped Pantene shampoo and conditioner with a new vitamin formula and relaunched the brand with a multimillion-dollar advertising and promotion campaign, what strategy did it use to manage the product through its life cycle?

Accepted Answer

A)   market modification
B)   product redevelopment
C)   market-product synergy
D)   product positioning
E)   product modificationF) None of the above
G) A) and D)

Question 11

Figure 11-3
-The product life cycle shown in Box D in Figure 11-3 above represents a ________ product.

Accepted Answer

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

Question 12

When General Mills teamed up with The Hershey Company to create a cereal called Reese's Puffs (the Reese's brand belongs to Hershey's) , the branding strategy is known as

Accepted Answer

A)   manufacturer branding.
B)   brand bundling.
C)   mixed branding.
D)   co-branding.
E)   multibranding.F) None of the above
G) A) and B)

Question 13

Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price. Here the company used ________ strategy.

Accepted Answer

A)   an outsourcing
B)   a trading up
C)   a shrinkage
D)   a downsizing
E)   a product modificationF) A) and B)
G) B) and D)

Question 14

What is the difference between multiproduct branding and multibrand strategies? What advantages are offered by each of these two approaches?

Accepted Answer

The manufacturer may use either a multip...

Question 15

What is multiproduct branding? What are its advantages? Disadvantages?

Accepted Answer

Multiproduct branding occurs when a comp...

Question 16

To better connect with its customers by providing functional and aesthetic design features, Kraft did what with its Chips Ahoy! cookies?

Accepted Answer

A)   gave the product a more interesting brand personality
B)   created additional brand extensions, such as adding chocolate dipped and mint dipped cookies
C)   engaged in a co-branding effort with Blue Bell ice cream
D)   complied with ISO 9000 total quality management guidelines due to its expansion into Asian markets
E)   created a patented resealable opening in the bag for easy access and to maintain freshnessF) A) and D)
G) C) and D)

Question 17

________ products have a product life cycle that reflects benefits that are readily understood by consumers, and because the products are easily imitated by competitors, the appropriate marketing strategy is to broaden distribution quickly.

Accepted Answer

A)   High-learning
B)   Fashion
C)   Fad
D)   Low-learning
E)   GeneralizedF) C) and D)
G) A) and B)

Question 18

Which of the following is one of the four alternatives for branding strategy that companies can employ?

Accepted Answer

A)   retailer branding
B)   intermediary branding
C)   brand licensing
D)   multiproduct branding
E)   commercial brandingF) B) and E)
G) B) and D)

Question 19

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

Accepted Answer

Six criteria most often mentioned when s...

Question 20

Figure 11-5
-The consumers represented by Segment E 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) D) and E)

Exam 11: Managing Successful Products, Services, and Brands

The marketing objective for a product in the ________ stage of the product life cycle is to create consumer awareness and stimulate trial.

Correct AnswerverifiedShow Answer

Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price. Here the company used ________ strategy.

Correct AnswerverifiedShow Answer

Which of the following is one of the four alternatives for branding strategy that companies can employ?

Correct AnswerverifiedShow Answer

When Proctor & Gamble revamped Pantene shampoo and conditioner with a new vitamin formula and relaunched the brand with a multimillion-dollar advertising and promotion campaign, what strategy did it use to manage the product through its life cycle?

Correct AnswerverifiedShow Answer

An organization's use of a name, phrase, design, symbol, or combination of these to identify its products and distinguish them from those of competitors is referred to as

Correct AnswerverifiedShow Answer

What is the difference between multiproduct branding and multibrand strategies? What advantages are offered by each of these two approaches?

Correct AnswerverifiedThe manufacturer may use either a multip...View AnswerShow Answer

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

Correct AnswerverifiedSix criteria most often mentioned when s...View AnswerShow Answer

Figure 11-3 -The product life cycle shown in Box D in Figure 11-3 above represents a ________ product.

Correct AnswerverifiedShow Answer

Figure 11-1 -Figure 11-1 above represents the stages of the product life cycle. What does the curve labeled Y represent?

Correct AnswerverifiedShow Answer

All of the following marketing actions can be used by a firm to counteract barriers to product adoption except which?

Correct AnswerverifiedShow Answer

The three main benefits packaging provides to manufacturers, retailers, and consumers include which of these?

Correct AnswerverifiedShow Answer

To better connect with its customers by providing functional and aesthetic design features, Kraft did what with its Chips Ahoy! cookies?

Correct AnswerverifiedShow Answer

During the introduction stage of the product life cycle, the place element of the marketing mix is focused on

Correct AnswerverifiedShow Answer

What is the marketing objective for the maturity stage of the product life cycle?

Correct AnswerverifiedShow Answer

During the ________ stage of the product life cycle, product proliferation occurs as competitors attempt to differentiate their company's brand from others.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A contractual agreement whereby one company (licensor) allows its brand name or trademark to be used with products or services offered by another company (licensee) for a royalty or fee is referred to as

Correct AnswerverifiedShow Answer

________ products have a product life cycle that reflects benefits that are readily understood by consumers, and because the products are easily imitated by competitors, the appropriate marketing strategy is to broaden distribution quickly.

Correct AnswerverifiedShow Answer

What is multiproduct branding? What are its advantages? Disadvantages?

Correct AnswerverifiedMultiproduct branding occurs when a comp...View AnswerShow Answer

When General Mills teamed up with The Hershey Company to create a cereal called Reese's Puffs (the Reese's brand belongs to Hershey's) , the branding strategy is known as

Correct AnswerverifiedShow Answer

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The manufacturer may use either a multip...
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Six criteria most often mentioned when s...
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Multiproduct branding occurs when a comp...
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