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Exam 10: Managing Successful Products, Services, and Brands

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Question 101

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Identify and describe the four branding strategies that product and brand managers use.

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Product and brand managers use the follo...

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Question 102

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Figure 10-3 -The product life cycle shown in D in Figure 10-3 above is an example of a ________ product.

A) high-learning
B) low-learning
C) fashion
D) fad
E) generalized

F) B) and E)
G) A) and B)

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Question 103

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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. Recently, 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

Over 50 percent of the dollars spent in the United States on disposable cups and plates go toward the purchase of store brands of these products that are manufacturer by others. ________ has been very successful in this disposables category.

All of the following comprise the seven Ps of services marketing except which?

The environmental challenges of packaging and labeling are often global in nature. These include all of the following except which?

A good brand name has several characteristics, including that it should

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

When a product reaches the decline stage of the product life cycle, a firm has two choices. One choice involves product deletion-dropping it from a firm's product line. The other is called ________, which retains the product in the product line but reduces marketing costs.

Figure 10-4 -Figure 10-4 above shows that in 2007, CDs were in which stage of the product life cycle?

Figure 10-7 -Companies can employ several different branding strategies. In Figure 10-7 above, D represents a ________ strategy.

Figure 10-1 -Figure 10-1 above represents the stages of the product life cycle. What does the curve labeled X represent?

Reducing the package content without changing package size while maintaining or increasing the package price is referred to as

Describe the concept of diffusion of innovation. Identify the category and incidence in the population for each product adopter.

A ________ product requires little learning by the consumer, and the benefits of the purchase are readily understood.

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

7Up is a lemon-lime carbonated soft drink that has been very successful in the United States. Dr. Pepper/Seven Up, Inc., the maker of 7Up, uses a family branding strategy to market 7Up worldwide. In China, sales have suffered since the brand name means "death through drinking." Which criterion for picking a good band name did Dr. Pepper/Seven Up, Inc. violate when it chose to use a family branding strategy to market 7Up in China?

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

Service organizations must manage the availability of the offering so that ________ and the organization's assets are used in ways that will maximize the return on investment (ROI) .

Mars, Inc., sells Snickers, Milky Way, Twix, Skittles, Dove, Starburst, M&Ms, and Three Musketeer candy. This variety of brand names is typical of a ________ strategy.