Question 1

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 C)

Question 2

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 infusement.F) B) and C)
G) A) and E)

Question 3

The preference for a specific brand is called ________ demand.

Accepted Answer

A)   selective
B)   secondary
C)   primary
D)   derived
E)   explicitF) C) and D)
G) B) and C)

Question 4

The ________ stage of the product life cycle is characterized by rapid increases in sales.

Accepted Answer

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

Question 5

In the seven Ps of services marketing, process is

Accepted Answer

A)   the patented steps of service encounters that distinguish one service provider from another.
B)   the licensed procedures that have met ISO 9000 guidelines for safety.
C)   the procedures, mechanisms, and flow of activities by which the service is created and delivered.
D)   a protocol for behaviors and activities for people-based rather than technology-based services.
E)   the decisions consumers' make during the purchase of services.F) A) and E)
G) A) and D) C

Question 6

The Samsung brand includes the familiar Samsung Electronics, but also Samsung Heavy Industries, Samsung Engineering, Samsung C&T (construction) , and Samsung Life Insurance. This company uses

Accepted Answer

A)   multibranding.
B)   uniform branding.
C)   co-branding.
D)   corporate branding.
E)   agent licensing.F) B) and E)
G) A) and B)

Question 7

Which of the following is one of the steps in the sequential process of building brand equity?

Accepted Answer

A)   develop positive brand awareness
B)   establish a brand's meaning in the minds of consumers
C)   elicit the proper consumer responses to a brand's identity and meaning
D)   create a consumer-brand connection
E)   reward loyal customer behaviorF) A) and D)
G) A) and B)

Question 8

All of the following are true about product line extensions except which?

Accepted Answer

A)   This strategy can result in lower advertising and promotion costs.
B)   A risk that comes with product line extensions is that sales of an extension may come at the expense of other items in the company's product line.
C)   A product line extension raises the level of brand awareness.
D)   Line extensions work best when they provide incremental company revenue by taking sales away from competing brands.
E)   Product line extensions involve using a current brand name to enter a different product class.F) B) and D)
G) None of the above

Question 9

Primary demand is a desire for the ________ rather than for a ________; it is often the focus of marketing when there are few competitors with the same product.

Accepted Answer

A)   product class; specific brand
B)   problem solution; product category
C)   brand name; product category
D)   novelty; problem solution
E)   product concept; tangible productF) A) and E)
G) None of the above

Question 10

Xunrui Communications is an upstart maker of inexpensive smartphones for the Chinese market. Xunrui purchases the components and assembles the phones in Shenzhen, located in southern China. These smartphones retail for about $65, significantly less than the $250 to $800 for smartphones marketed by Apple or Samsung, the top providers. Xunrui Communications most likely is using which pricing strategy in this example?

Accepted Answer

A)   penetration pricing
B)   cost-plus pricing
C)   target ROI pricing
D)   above-market pricing
E)   skimming pricingF) C) and D)
G) B) and E) A

Question 11

Figure 10-5
-The consumers represented by C in Figure 10-5 above are called

Accepted Answer

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

Question 12

Brand equity is valuable to an organization because it creates a competitive advantage and

Accepted Answer

A)   it guarantees the lowest prices.
B)   decision making becomes easier for consumers.
C)   there is no need for coupons, discounts, or other customer incentives.
D)   customers are often willing to pay a higher price.
E)   new market segments are easily added to the market-product grid.F) B) and D)
G) B) and C)

Question 13

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

Accepted Answer

A)   communication benefits
B)   storage benefits
C)   perceptual benefits
D)   protection benefits
E)   self-realization benefitsF) B) and E)
G) D) and E)

Question 14

Which of the following is false about a multibranding strategy?

Accepted Answer

A)   With a multibranding strategy, there is no risk that a product failure will affect other products in the line.
B)   Some large firms have found that the complexity and expense of implementing a multibranding strategy outweigh its benefits.
C)   With a multibranding strategy, each brand is unique to each market segment.
D)   A multibranding strategy is used when a firm produces products and sells them under the brand name of a wholesaler or retailer.
E)   Some multibrands are introduced to confront competitors' brands.F) C) and E)
G) A) and E)

Question 15

Sony sells a 75" XBR-X940D television with 4K resolution, HDR support, Android TV interface with a multitude of apps, and a premium direct LED lighting system. This Sony TV is in which stage of its product life cycle?

Accepted Answer

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

Question 16

Commuters in New York often install radio frequency identification (RFID)  devices on their cars that can be read automatically as they approach a toll booth. This saves time, improves traffic flow, and means drivers don't need exact change. Also, New York authorities can manage traffic flow by charging different toll amounts for different times, such as charging a higher toll for morning and afternoon rush hour periods. This pricing strategy is

Accepted Answer

A)   price gouging.
B)   off-peak pricing.
C)   flow management pricing.
D)   price differentiation.
E)   idle production pricing.F) C) and D)
G) B) and E)

Question 17

Which of the following statements regarding Gatorade's branding is most accurate?

Accepted Answer

A)   Gatorade uses the same formula for all its products and simply changes the brand name when introducing new flavors.
B)   Gatorade's success can be attributed to management's decision to find and then stick with one channel of distribution.
C)   Gatorade changed its color, packaging, and size of items in the product line for the domestic market so that they would not conflict with those marketed to foreign markets.
D)   Gatorade has used the same packaging since the product debuted in 1965.
E)   Gatorade has changed its product formulation, packaging, and advertising over the years in response to changes in the marketplace.F) A) and B)
G) A) and D)

Question 18

The actual procedures, mechanisms, and flow of activities by which a service is created and delivered is referred to as

Accepted Answer

A)   process.
B)   procedure.
C)   productivity.
D)   protocol.
E)   plan.F) None of the above
G) B) and E)

Question 19

Describe a brand name and explain how it benefits a consumer.

Accepted Answer

A brand name is any word, device (design...

Question 20

The shapes of the product life cycle for high-learning, low-learning, fashion, and fad products vary as does

Accepted Answer

A)   the actual length of time a product stays in any stage of the life cycle.
B)   the individual criteria selected to place a firm in a stage of the life cycle.
C)   the importance of the marketing mix elements.
D)   the importance of environmental forces.
E)   the importance of new product innovation.F) A) and B)
G) A) and C)

Exam 10: Managing Successful Products, Services, and Brands

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

Correct Answer
verified

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

Correct Answer
verified

The preference for a specific brand is called ________ demand.

Correct Answer
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The ________ stage of the product life cycle is characterized by rapid increases in sales.

Correct Answer
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In the seven Ps of services marketing, process is

Correct Answer
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C

The Samsung brand includes the familiar Samsung Electronics, but also Samsung Heavy Industries, Samsung Engineering, Samsung C&T (construction) , and Samsung Life Insurance. This company uses

Correct Answer
verified

Which of the following is one of the steps in the sequential process of building brand equity?

Correct Answer
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All of the following are true about product line extensions except which?

Correct Answer
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Primary demand is a desire for the rather than for a ; it is often the focus of marketing when there are few competitors with the same product.

Correct Answer
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Correct Answer
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A

Figure 10-5 -The consumers represented by C in Figure 10-5 above are called

Correct Answer
verified

Brand equity is valuable to an organization because it creates a competitive advantage and

Correct Answer
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Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

Correct Answer
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Which of the following is false about a multibranding strategy?

Correct Answer
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Sony sells a 75" XBR-X940D television with 4K resolution, HDR support, Android TV interface with a multitude of apps, and a premium direct LED lighting system. This Sony TV is in which stage of its product life cycle?

Correct Answer
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A

Correct Answer
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Which of the following statements regarding Gatorade's branding is most accurate?

Correct Answer
verified

The actual procedures, mechanisms, and flow of activities by which a service is created and delivered is referred to as

Correct Answer
verified

Describe a brand name and explain how it benefits a consumer.

Correct Answer
verified
A brand name is any word, device (design...
View Answer

The shapes of the product life cycle for high-learning, low-learning, fashion, and fad products vary as does

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The preference for a specific brand is called ________ demand.

Correct AnswerverifiedShow Answer

The ________ stage of the product life cycle is characterized by rapid increases in sales.

Correct AnswerverifiedShow Answer

In the seven Ps of services marketing, process is

Correct AnswerverifiedC

The Samsung brand includes the familiar Samsung Electronics, but also Samsung Heavy Industries, Samsung Engineering, Samsung C&T (construction) , and Samsung Life Insurance. This company uses

Correct AnswerverifiedShow Answer

Which of the following is one of the steps in the sequential process of building brand equity?

Correct AnswerverifiedShow Answer

All of the following are true about product line extensions except which?

Correct AnswerverifiedShow Answer

Primary demand is a desire for the ________ rather than for a ________; it is often the focus of marketing when there are few competitors with the same product.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedA

Figure 10-5 -The consumers represented by C in Figure 10-5 above are called

Correct AnswerverifiedShow Answer

Brand equity is valuable to an organization because it creates a competitive advantage and

Correct AnswerverifiedShow Answer

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

Correct AnswerverifiedShow Answer

Which of the following is false about a multibranding strategy?

Correct AnswerverifiedShow Answer

Sony sells a 75" XBR-X940D television with 4K resolution, HDR support, Android TV interface with a multitude of apps, and a premium direct LED lighting system. This Sony TV is in which stage of its product life cycle?

Correct AnswerverifiedA

Correct AnswerverifiedShow Answer

Which of the following statements regarding Gatorade's branding is most accurate?

Correct AnswerverifiedShow Answer

The actual procedures, mechanisms, and flow of activities by which a service is created and delivered is referred to as

Correct AnswerverifiedShow Answer

Describe a brand name and explain how it benefits a consumer.

Correct AnswerverifiedA brand name is any word, device (design...View AnswerShow Answer

The shapes of the product life cycle for high-learning, low-learning, fashion, and fad products vary as does

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C

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Primary demand is a desire for the rather than for a ; it is often the focus of marketing when there are few competitors with the same product.

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A

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A

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A brand name is any word, device (design...
View Answer

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