Question 1

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

Accepted Answer

A)   "But it might make me drowsy."
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)   "I really don't see how it is better than the system I already have."
E)   "My brother will tease me relentlessly if I buy that."F) A) and D)
G) A) and C)

Question 2

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 poor-performing 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 product.F) B) and C)
G) C) and D)

Question 3

Which of these is one of the four key challenges that package and label designers face?

Accepted Answer

A)   governmental regulations
B)   cultural and societal issues
C)   competition from global markets
D)   health, safety, and security issues
E)   patent and trademark issuesF) B) and D)
G) A) and C)

Question 4

The key idea behind diffusion of innovation is that

Accepted Answer

A)   not all consumers accept a new product at the same time; adoption of a product spreads slowly throughout the population.
B)   once a product enters the market, the time span between awareness and purchase is incredibly short.
C)   the introduction of an entire new product class almost always diffuses the importance of its predecessor within a matter of months.
D)   adoption of a new product line does not change the diffusion rate of older lines in the market.
E)   the rate of adoption is independent of other product form innovations or competitive products in the marketplace.F) B) and C)
G) A) and D)

Question 5

The formula ________ is used to calculate CDI.

Accepted Answer

A)   (Percent of the total U.S. population in a market segment ÷ Percent of a brand's total U.S. sales in a market segment)  × 100
B)   (Percent of a product category's total U.S. sales in a market segment ÷ Percent of the total U.S. population in a market segment)  × 100
C)   (Percent of a brand's total U.S. sales in a market segment ÷ Percent of the total U.S. population in a market segment)  × 100
D)   (Percent of the total U.S. population in a market segment ÷ Percent of a product category's total U.S. sales in a market segment)  × 100
E)   of the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry, including the firm itself.F) All of the above
G) B) and D)

Question 6

Ralston Purina advertises with the following slogan: "Your Pet, Our Passion-Premium Pet Food by Purina." The firm now offers high-quality, super-premium cat and dog food based on formulations that promote "life-stage nutrition." This line is an example of

Accepted Answer

A)   rebranding.
B)   trading up.
C)   trading down.
D)   trend setting.
E)   product branding.F) C) and E)
G) A) and C)

Question 7

Gatorade Thirst Quencher was concocted in 1965, but more recently its marketers introduced Gatorade Zero, a sugar-free drink, in 2018. This introduction is an example of a

Accepted Answer

A)   brand extension.
B)   co-branding.
C)   primary demand.
D)   product line extension.
E)   product class.F) C) and E)
G) B) and D)

Question 8

Products that experience rapid sales on introduction and then an equally rapid decline are called ________ products.

Accepted Answer

A)   high-learning
B)   low-learning
C)   fashion
D)   fad
E)   primaryF) A) and C)
G) None of the above

Question 9

Which of the following is a characteristic of the growth stage of the product life cycle?

Accepted Answer

A)   Advertising emphasis switches to primary demand.
B)   The proportion of initial purchasers to repeat purchasers grows.
C)   New or modified product features are added.
D)   Profit margins increase as sales increase.
E)   There are a limited number of retail outlets for greater quality control.F) B) and D)
G) B) and E)

Question 10

Imagine that Post Foods introduces a cereal bar-Trail Mix Crunch-just like those Kellogg's and General Mills already have on the market. Post has decided to promote the bars using ads without coupons and to price the bars at about the same price as these other brands. Post Trail Mix Crunch cereal bars will also be distributed to the same stores as the products from Kellogg's and General Mills. Which of the following barriers to new-product adoption will most likely prevent the Post Trail Mix Crunch cereal bars from being a successful product?

Accepted Answer

A)   value barrier
B)   psychological barrier
C)   risk barrier
D)   usage barrier
E)   social barrierF) A) and D)
G) None of the above

Question 11

Kellogg's changed the name of its Heartwise cereal to Fiberwise most likely to

Accepted Answer

A)   respond to a changing public interest from heart to intestinal health issues.
B)   convey a stronger product image, since "heart" implied sentimentality and "fiber" implied strength.
C)   comply with U.S. Food and Drug Administration guidelines on the use of the word "heart" in food brand names.
D)   avoid a lawsuit by the maker of HeartPro Organic Cereal because it claimed the names and benefits were too similar.
E)   complement its new line of breakfast fiber bars.F) A) and B)
G) A) and C)

Question 12

A ________ at Justin's is responsible for a category such as nut butters or butter cups. He or she develops all elements of that brand, from the promotional strategy, to everyday pricing, to working with the sales team.

Accepted Answer

A)   chief marketing officer (CMO) 
B)   brand manager
C)   marketing manager
D)   category manager
E)   sales managerF) A) and E)
G) B) and D)

Question 13

The practice of pairing two or more strong brands to facilitate the marketing of a joint product or service for their mutual benefit is referred to as

Accepted Answer

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

Question 14

Procter & Gamble repositioned its Old Spice antiperspirant brand from a deodorant your grandfather might use to a strong, hip antiperspirant through commercials that showed the target market of 18- to 30-year-old men advocating its use. P&G used this product repositioning strategy with its Old Spice brand antiperspirant to

Accepted Answer

A)   react to a competitor's position.
B)   catch a rising trend.
C)   change the value offered.
D)   diversify its product portfolio.
E)   reach a new market.F) B) and C)
G) C) and D)

Question 15

Downsizing reduces the

Accepted Answer

A)   quality of materials without changing the price.
B)   product's price along with the quality of the materials.
C)   package content without changing its size while maintaining or increasing the package price.
D)   number of product features.
E)   number of product items in a product line.F) B) and C)
G) A) and D)

Question 16

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

Accepted Answer

A)   a SKU.
B)   a product item.
C)   a UPC.
D)   an RFID.
E)   a label.F) A) and E)
G) All of the above

Question 17

Cotton Incorporated is funded by cotton growers in the United States. It developed the "Cotton: The Fabric of Our Lives" advertising campaign as part of its mission "to ensure that cotton remains the first choice among consumers in apparel and home products." Because Cotton Incorporated promotes all cotton producers, it is stimulating ________ demand.

Accepted Answer

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

Question 18

All of these are factors triggering the need for product repositioning except which?

Accepted Answer

A)   creating a new use situation
B)   reaching a new market
C)   catching a rising trend
D)   changing the value offered
E)   reacting to a competitor's positionF) A) and E)
G) C) and D)

Question 19

CDI/BDI Marketing Dashboard
-In the CDI/BDI Marketing Dashboard above, which segment consumes the most fruit drinks?

Accepted Answer

A)   households without children
B)   households with children 13 to 18 years old
C)   households with children 6 years old or under
D)   households with children 7 to 12 years old
E)   Because the BDI and CDI show inconsistencies in their measurements, especially in the segment of children under the age of six, it is impossible to answer the question.F) B) and E)
G) A) and E)

Question 20

A risk with ________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

Accepted Answer

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

Exam 11: Managing Successful Products, Services, and Brands

The key idea behind diffusion of innovation is that

Correct Answer
verified

CDI/BDI Marketing Dashboard -In the CDI/BDI Marketing Dashboard above, which segment consumes the most fruit drinks?

Correct Answer
verified

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

Correct Answer
verified

Kellogg's changed the name of its Heartwise cereal to Fiberwise most likely to

Correct Answer
verified

The practice of pairing two or more strong brands to facilitate the marketing of a joint product or service for their mutual benefit is referred to as

Correct Answer
verified

Correct Answer
verified

Gatorade Thirst Quencher was concocted in 1965, but more recently its marketers introduced Gatorade Zero, a sugar-free drink, in 2018. This introduction is an example of a

Correct Answer
verified

Which of the following is a characteristic of the growth stage of the product life cycle?

Correct Answer
verified

All of these are factors triggering the need for product repositioning except which?

Correct Answer
verified

A risk with ________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

Correct Answer
verified

Products that experience rapid sales on introduction and then an equally rapid decline are called ________ products.

Correct Answer
verified

Correct Answer
verified

Ralston Purina advertises with the following slogan: "Your Pet, Our Passion-Premium Pet Food by Purina." The firm now offers high-quality, super-premium cat and dog food based on formulations that promote "life-stage nutrition." This line is an example of

Correct Answer
verified

Downsizing reduces the

Correct Answer
verified

Correct Answer
verified

Trading up refers to

Correct Answer
verified

A ________ at Justin's is responsible for a category such as nut butters or butter cups. He or she develops all elements of that brand, from the promotional strategy, to everyday pricing, to working with the sales team.

Correct Answer
verified

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

Correct Answer
verified

The formula ________ is used to calculate CDI.

Correct Answer
verified

Which of these is one of the four key challenges that package and label designers face?

Correct Answer
verified

Exam 11: Managing Successful Products, Services, and Brands

The key idea behind diffusion of innovation is that

Correct AnswerverifiedShow Answer

CDI/BDI Marketing Dashboard -In the CDI/BDI Marketing Dashboard above, which segment consumes the most fruit drinks?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Kellogg's changed the name of its Heartwise cereal to Fiberwise most likely to

Correct AnswerverifiedShow Answer

The practice of pairing two or more strong brands to facilitate the marketing of a joint product or service for their mutual benefit is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Gatorade Thirst Quencher was concocted in 1965, but more recently its marketers introduced Gatorade Zero, a sugar-free drink, in 2018. This introduction is an example of a

Correct AnswerverifiedShow Answer

Which of the following is a characteristic of the growth stage of the product life cycle?

Correct AnswerverifiedShow Answer

All of these are factors triggering the need for product repositioning except which?

Correct AnswerverifiedShow Answer

A risk with ________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

Correct AnswerverifiedShow Answer

Products that experience rapid sales on introduction and then an equally rapid decline are called ________ products.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Ralston Purina advertises with the following slogan: "Your Pet, Our Passion-Premium Pet Food by Purina." The firm now offers high-quality, super-premium cat and dog food based on formulations that promote "life-stage nutrition." This line is an example of

Correct AnswerverifiedShow Answer

Downsizing reduces the

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Trading up refers to

Correct AnswerverifiedShow Answer

A ________ at Justin's is responsible for a category such as nut butters or butter cups. He or she develops all elements of that brand, from the promotional strategy, to everyday pricing, to working with the sales team.

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

Correct AnswerverifiedShow Answer

The formula ________ is used to calculate CDI.

Correct AnswerverifiedShow Answer

Which of these is one of the four key challenges that package and label designers face?

Correct AnswerverifiedShow Answer

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