Question 1

Kellogg's Frosted Flakes, a ready-to-eat breakfast cereal, has been perceived as a cereal for children. Tony the Tiger, a cartoon character, extolled Frosted Flakes, and advertisements depicted children enjoying the product with Tony. In response to declining sales of Frosted Flakes, the cereal maker has adopted a new series of advertisements that show adults admitting that they enjoy Frosted Flakes, too. Kellogg's is attempting to

Accepted Answer

A)   develop a perceptual map for Frosted Flakes.
B)   reposition Frosted Flakes.
C)   complete the Frosted Flakes product life cycle.
D)   introduce a new product line extension for Frosted Flakes.
E)   harvest Frosted Flakes.F) A) and E)
G) A) and C)

Question 2

What agency registers the trademarks of a firm?

Accepted Answer

A)   U.S. Chamber of Commerce Trademark and Servicemark Office
B)   U.S. Department of Commerce Trademark Registry
C)   United Nations Global Trademark Clearinghouse
D)   U.S. Federal Trade Commission-Trademark Division
E)   U.S. Patent and Trademark OfficeF) C) and E)
G) A) and B)

Question 3

A strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as

Accepted Answer

A)   trimming.
B)   elimination.
C)   paring down.
D)   deletion.
E)   harvesting.F) All of the above
G) C) and D)

Question 4

Subbranding involves

Accepted Answer

A)   having one firm manufacture a product and a second firm distribute it all under the same name.
B)   changing a brand name of a product line extension product by making it "New and Improved!"
C)   combining a corporate brand with a new brand to distinguish a part of its product line from others.
D)   creating a knockoff version of a product and changing the spelling of the name ("chikin" nuggets) .
E)   using the same name for the original product and all subsequent product line and brand extensions.F) C) and E)
G) A) and E)

Question 5

The sale of two or more separate products in one package is referred to as

Accepted Answer

A)   a BOGO deal.
B)   product modification.
C)   product repositioning.
D)   product bundling.
E)   product differentiation.F) A) and B)
G) All of the above

Question 6

The Reynolds Wrap aluminum foil box has two side tabs that say "Press Here to Lock Roll" to keep the roll of foil in place during use. This demonstrates which elements of good packaging?

Accepted Answer

A)   perceptual benefits and functional benefits
B)   protection benefits and functional benefits
C)   communication benefits and perceptual benefits
D)   communication benefits and functional benefits
E)   functional benefits and protection benefitsF) A) and E)
G) A) and B)

Question 7

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

Accepted Answer

A)   "It looks delicious but it might make me fat."
B)   "What if I can't make the monthly payments?"
C)   "I don't want to use this if it means it will take me longer to get ready in the morning."
D)   "Big deal, the only difference is the shape of the package."
E)   "Sure I'll try it; why not!"F) C) and E)
G) A) and B)

Question 8

Figure 11-7
-Companies can employ several different branding strategies. In Figure 11-7 above, C represents a ________ strategy.

Accepted Answer

A)   retailer branding
B)   multiproduct branding
C)   multibranding
D)   private branding
E)   mixed brandingF) C) and D)
G) A) and E)

Question 9

What are the five shapes that a product life cycle can take? For each type, describe (as an option, draw) its characteristics.

Accepted Answer

The generalized product life cycle (PLC)...

Question 10

Packaging that provides convenience, product quality, protection, or easy storage offers what kind of benefits?

Accepted Answer

A)   communication benefits
B)   functional benefits
C)   perceptual benefits
D)   physiological benefits
E)   financial benefitsF) B) and C)
G) B) and D)

Question 11

In terms of the diffusion of innovation, laggards account for ________ percent of product adopters.

Accepted Answer

A)   2.5
B)   13.5
C)   16
D)   34
E)   50F) B) and D)
G) C) and D)

Question 12

If a firm's marketing dashboard displays a CDI of 80 for a consumer packaged good like Hawaiian Punch, 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) None of the above
G) D) and E)

Question 13

Electric automobiles like the Chevrolet Spark made by General Motors are in the introductory stage of the product life cycle. By comparison, 3D printers such as the LulzBot Mini are in the ________ of the product life cycle.

Accepted Answer

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

Question 14

The consumers who adopt a new product in the earliest stage of a product life cycle are called

Accepted Answer

A)   early adopters.
B)   early majority.
C)   late majority.
D)   laggards.
E)   innovators.F) All of the above
G) A) and C)

Question 15

A concept that describes the stages a product goes through in the marketplace-introduction, growth, maturity, and decline-is referred to as the

Accepted Answer

A)   retail life cycle.
B)   product life cycle.
C)   marketing mix.
D)   product growth cycle.
E)   diffusion of product innovation.F) A) and B)
G) None of the above

Question 16

The U.S. Patent and Trademark Office website allows you to

Accepted Answer

A)   see if a brand or trade name has been registered.
B)   view the list of brand franchises available for purchase.
C)   view the status of trademark infringement lawsuits.
D)   copyright a book without having to use a lawyer.
E)   buy unused trademarks.F) B) and D)
G) B) and C)

Question 17

A branding strategy in which a company uses one name for all its products in a product class is referred to as

Accepted Answer

A)   global branding.
B)   public branding.
C)   multibranding.
D)   brand licensing.
E)   multiproduct branding.F) C) and D)
G) A) and B)

Question 18

One of the most popular means to gain consumer trial is through

Accepted Answer

A)   demonstrations.
B)   free samples.
C)   press releases.
D)   celebrity endorsements.
E)   product diffusion.F) A) and E)
G) None of the above

Question 19

In terms of its effect on faxing, e-mail has

Accepted Answer

A)   led to a significant number of improvements in fax machine technology to keep the product class competitive.
B)   led to a significant decrease in fax machine sales because e-mail better suits the needs of the business community.
C)   led to a significant increase in fax machine purchases due to distrust of e-mail spam.
D)   only a moderate impact since the two technologies do not directly compete with each other.
E)   caused most fax machine manufacturers to incorporate new Internet technology to send, receive, and print e-mails through a wireless connection to a personal computer.F) A) and E)
G) C) and D)

Question 20

3M is a master of the ________ pricing strategy, which uses a high initial price for a new product.

Accepted Answer

A)   penetration
B)   cost-plus
C)   ROI
D)   market-oriented
E)   skimmingF) C) and D)
G) B) and D)

Exam 11: Managing Successful Products, Services, and Brands

If a firm's marketing dashboard displays a CDI of 80 for a consumer packaged good like Hawaiian Punch, this indicates which of the following?

Correct Answer
verified

The U.S. Patent and Trademark Office website allows you to

Correct Answer
verified

The consumers who adopt a new product in the earliest stage of a product life cycle are called

Correct Answer
verified

In terms of its effect on faxing, e-mail has

Correct Answer
verified

What agency registers the trademarks of a firm?

Correct Answer
verified

What are the five shapes that a product life cycle can take? For each type, describe (as an option, draw) its characteristics.

Correct Answer
verified
The generalized product life cycle (PLC)...
View Answer

3M is a master of the ________ pricing strategy, which uses a high initial price for a new product.

Correct Answer
verified

Electric automobiles like the Chevrolet Spark made by General Motors are in the introductory stage of the product life cycle. By comparison, 3D printers such as the LulzBot Mini are in the ________ of the product life cycle.

Correct Answer
verified

Subbranding involves

Correct Answer
verified

A branding strategy in which a company uses one name for all its products in a product class is referred to as

Correct Answer
verified

In terms of the diffusion of innovation, laggards account for ________ percent of product adopters.

Correct Answer
verified

Figure 11-7 -Companies can employ several different branding strategies. In Figure 11-7 above, C represents a ________ strategy.

Correct Answer
verified

A strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as

Correct Answer
verified

Correct Answer
verified

The Reynolds Wrap aluminum foil box has two side tabs that say "Press Here to Lock Roll" to keep the roll of foil in place during use. This demonstrates which elements of good packaging?

Correct Answer
verified

The sale of two or more separate products in one package is referred to as

Correct Answer
verified

Packaging that provides convenience, product quality, protection, or easy storage offers what kind of benefits?

Correct Answer
verified

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

Correct Answer
verified

One of the most popular means to gain consumer trial is through

Correct Answer
verified

A concept that describes the stages a product goes through in the marketplace-introduction, growth, maturity, and decline-is referred to as the

Correct Answer
verified

Exam 11: Managing Successful Products, Services, and Brands

If a firm's marketing dashboard displays a CDI of 80 for a consumer packaged good like Hawaiian Punch, this indicates which of the following?

Correct AnswerverifiedShow Answer

The U.S. Patent and Trademark Office website allows you to

Correct AnswerverifiedShow Answer

The consumers who adopt a new product in the earliest stage of a product life cycle are called

Correct AnswerverifiedShow Answer

In terms of its effect on faxing, e-mail has

Correct AnswerverifiedShow Answer

What agency registers the trademarks of a firm?

Correct AnswerverifiedShow Answer

What are the five shapes that a product life cycle can take? For each type, describe (as an option, draw) its characteristics.

Correct AnswerverifiedThe generalized product life cycle (PLC)...View AnswerShow Answer

3M is a master of the ________ pricing strategy, which uses a high initial price for a new product.

Correct AnswerverifiedShow Answer

Electric automobiles like the Chevrolet Spark made by General Motors are in the introductory stage of the product life cycle. By comparison, 3D printers such as the LulzBot Mini are in the ________ of the product life cycle.

Correct AnswerverifiedShow Answer

Subbranding involves

Correct AnswerverifiedShow Answer

A branding strategy in which a company uses one name for all its products in a product class is referred to as

Correct AnswerverifiedShow Answer

In terms of the diffusion of innovation, laggards account for ________ percent of product adopters.

Correct AnswerverifiedShow Answer

Figure 11-7 -Companies can employ several different branding strategies. In Figure 11-7 above, C represents a ________ strategy.

Correct AnswerverifiedShow Answer

A strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The Reynolds Wrap aluminum foil box has two side tabs that say "Press Here to Lock Roll" to keep the roll of foil in place during use. This demonstrates which elements of good packaging?

Correct AnswerverifiedShow Answer

The sale of two or more separate products in one package is referred to as

Correct AnswerverifiedShow Answer

Packaging that provides convenience, product quality, protection, or easy storage offers what kind of benefits?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One of the most popular means to gain consumer trial is through

Correct AnswerverifiedShow Answer

A concept that describes the stages a product goes through in the marketplace-introduction, growth, maturity, and decline-is referred to as the

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
verified
The generalized product life cycle (PLC)...
View Answer

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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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