Question 1

The communication aspect of packaging on a can of Campbell's soup would most likely be of the greatest benefit to

Accepted Answer

A)   people in a hurry to get to work.
B)   people on a tight budget.
C)   people with dietary restrictions.
D)   people who are brand loyal.
E)   people who love to try new things.F) A) and B)
G) A) and C)

Question 2

The product life cycle refers to

Accepted Answer

A)   the average life span of a product.
B)   a concept that describes the stages a new product goes through from product concept to commercialization.
C)   a concept that describes the stages a product goes through in the marketplace-early growth, accelerated development, maturity, and decline.
D)   a concept that describes the stages a product goes through in the marketplace-introduction, growth, maturity, and decline.
E)   the amount of time it takes a product innovation to completely diffuse in the marketplace.F) A) and C)
G) A) and D)

Question 3

Johnson & Johnson effectively repositioned St. Joseph Aspirin from a product for infants to an adult low-strength aspirin to reduce the risk of heart attacks or strokes. This is an example of a product repositioning by

Accepted Answer

A)   reacting to a competitor's position.
B)   reaching a new market.
C)   catching a rising trend.
D)   changing the value offered.
E)   product modification.F) C) and E)
G) D) and E)

Question 4

The swoosh that appears on every Nike product is an example of a

Accepted Answer

A)   copyright.
B)   trade identification.
C)   patent.
D)   brand name.
E)   label.F) None of the above
G) B) and D)

Question 5

People who tried a product, were satisfied, and bought it again are called ________ purchasers.

Accepted Answer

A)   frequent
B)   recurring
C)   customary
D)   habitual
E)   repeatF) D) and E)
G) A) and D)

Question 6

The FedEx brand name suggests that its service is credible and fast. This perception is important because of which unique characteristic of services?

Accepted Answer

A)   inventory costs
B)   inseparability
C)   inconsistency
D)   invisibility
E)   intangibilityF) C) and E)
G) C) and D)

Question 7

Seiko makes watches. It markets its higher quality watches under the Seiko or LaSalle brand names and its lower-priced watches are sold under the Pulsar brand. Seiko uses a ________ strategy.

Accepted Answer

A)   multibranding
B)   product differentiation branding
C)   multiproduct branding
D)   segmentation branding
E)   private brandingF) None of the above
G) D) and E)

Question 8

A ________ product is one for which significant customer education is required and there is an extended introductory period.

Accepted Answer

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

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 repeat purchasers to initial purchasers grows.
C)   The number of distribution outlets shrinks due to growing inefficiencies.
D)   Profit margins increase as sales increase.
E)   Product features remain consistent to maximize profits.F) D) and E)
G) A) and B)

Question 10

The tangibles that make up the service, such as buildings, landscaping, vehicles, furnishings, signage, brochures, and equipment, comprise which element of the seven Ps of services marketing?

Accepted Answer

A)   process
B)   place
C)   physical environment
D)   productivity
E)   productF) A) and E)
G) A) and C)

Question 11

For consumers, the primary benefit of branding is that

Accepted Answer

A)   products tend to be higher in quality.
B)   it helps consumers become more efficient shoppers.
C)   branded items are more readily available in retail outlets.
D)   branded items are usually more expensive because of the cost to register them with the Federal Trade Commission (FT
C)  .
E)   they are often rewarded with buyer loyalty incentives.F) A) and B)
G) All of the above

Question 12

Imagine that Eveready has developed solar rechargeable batteries that cost only slightly more to produce than the rechargeable batteries currently available. These solar batteries can be recharged by sunlight up to five times, after which they must be discarded. Unfortunately, the production process cannot be patented, so competitors could enter the market within a year. Which of the following would be the least sound marketing program decision?

Accepted Answer

A)   Select a skimming pricing strategy to position the product as "premium."
B)   Seek widespread distribution to gain a foothold in what might be a potentially huge market.
C)   Limit production capacity until you are certain consumers will actually want the product.
D)   Avoid a connection to the Eveready brand until the product has proven itself.
E)   Use multiple brand names to discourage other competitors from entering the market.F) C) and D)
G) A) and B)

Question 13

All of the following are responsibilities of a product or brand manager except which?

Accepted Answer

A)   engaging in extensive data analysis related to their products and brands
B)   developing new products
C)   managing existing products through the stages of their life cycles
D)   developing and implementing strategies at the corporate level
E)   developing and executing a marketing program described in an annual marketing plan for the product lineF) None of the above
G) B) and C)

Question 14

The white apple used by Apple in advertising and on its products is an example of a

Accepted Answer

A)   label.
B)   copyright.
C)   trade name.
D)   patent.
E)   logo.F) B) and E)
G) B) and C)

Question 15

Figure 10-4
-Figure 10-4 above shows that in 1983 cassette tapes were in which stage of the product life cycle?

Accepted Answer

A)   introduction
B)   growth
C)   maturity
D)   harvest
E)   declineF) A) and B)
G) A) and C)

Question 16

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)   "Big deal, the only difference from my old one is the size of it."
E)   "Sure I'll try it; why not!"F) A) and B)
G) D) and E)

Question 17

Skippy, a peanut butter brand like Justin's, both owned by Hormel, is in the ________ stage of the product life cycle, with marketing strategies that include creating PB Bites, finding new consumers through online channels, and positioning the product as a source of protein.

Accepted Answer

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

Question 18

Most services have a limited capacity due to the ________ of the service from the service provider and the perishable nature of the service.

Accepted Answer

A)   inventory
B)   inconsistency
C)   intangibility
D)   incompatibility
E)   inseparabilityF) B) and C)
G) B) and D)

Question 19

An expanded marketing mix for services that includes the four Ps (product, price, promotion, and place or distribution)  as well as people, physical environment, and process, is referred to as the

Accepted Answer

A)   seven Ps of services marketing.
B)   service matrix.
C)   service continuum.
D)   service encounters.
E)   service mix.F) All of the above
G) C) and D)

Question 20

Packaging

Accepted Answer

A)   is any box, bottle, jar, can, carton, or bag that can be used for transporting services.
B)   is any container in which a product is offered for sale and on which label information is communicated.
C)   is that part of a product that is not recycled.
D)   identifies the product or brand, who made it, where and when it was made, how it is to be used, and the contents and ingredients.
E)   is any container used in the preservation of ideas.F) B) and D)
G) B) and C)

Exam 10: Managing Successful Products, Services, and Brands

The swoosh that appears on every Nike product is an example of a

Correct Answer
verified

The white apple used by Apple in advertising and on its products is an example of a

Correct Answer
verified

Seiko makes watches. It markets its higher quality watches under the Seiko or LaSalle brand names and its lower-priced watches are sold under the Pulsar brand. Seiko uses a ________ strategy.

Correct Answer
verified

Packaging

Correct Answer
verified

The communication aspect of packaging on a can of Campbell's soup would most likely be of the greatest benefit to

Correct Answer
verified

An expanded marketing mix for services that includes the four Ps (product, price, promotion, and place or distribution) as well as people, physical environment, and process, is referred to as the

Correct Answer
verified

Johnson & Johnson effectively repositioned St. Joseph Aspirin from a product for infants to an adult low-strength aspirin to reduce the risk of heart attacks or strokes. This is an example of a product repositioning by

Correct Answer
verified

The FedEx brand name suggests that its service is credible and fast. This perception is important because of which unique characteristic of services?

Correct Answer
verified

Most services have a limited capacity due to the ________ of the service from the service provider and the perishable nature of the service.

Correct Answer
verified

Skippy, a peanut butter brand like Justin's, both owned by Hormel, is in the ________ stage of the product life cycle, with marketing strategies that include creating PB Bites, finding new consumers through online channels, and positioning the product as a source of protein.

Correct Answer
verified

The tangibles that make up the service, such as buildings, landscaping, vehicles, furnishings, signage, brochures, and equipment, comprise which element of the seven Ps of services marketing?

Correct Answer
verified

A ________ product is one for which significant customer education is required and there is an extended introductory period.

Correct Answer
verified

Figure 10-4 -Figure 10-4 above shows that in 1983 cassette tapes were in which stage of the product life cycle?

Correct Answer
verified

The product life cycle refers to

Correct Answer
verified

People who tried a product, were satisfied, and bought it again are called ________ purchasers.

Correct Answer
verified

Correct Answer
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For consumers, the primary benefit of branding is that

Correct Answer
verified

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

Correct Answer
verified

All of the following are responsibilities of a product or brand manager except which?

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

Exam 10: Managing Successful Products, Services, and Brands

The swoosh that appears on every Nike product is an example of a

Correct AnswerverifiedShow Answer

The white apple used by Apple in advertising and on its products is an example of a

Correct AnswerverifiedShow Answer

Seiko makes watches. It markets its higher quality watches under the Seiko or LaSalle brand names and its lower-priced watches are sold under the Pulsar brand. Seiko uses a ________ strategy.

Correct AnswerverifiedShow Answer

Packaging

Correct AnswerverifiedShow Answer

The communication aspect of packaging on a can of Campbell's soup would most likely be of the greatest benefit to

Correct AnswerverifiedShow Answer

An expanded marketing mix for services that includes the four Ps (product, price, promotion, and place or distribution) as well as people, physical environment, and process, is referred to as the

Correct AnswerverifiedShow Answer

Johnson & Johnson effectively repositioned St. Joseph Aspirin from a product for infants to an adult low-strength aspirin to reduce the risk of heart attacks or strokes. This is an example of a product repositioning by

Correct AnswerverifiedShow Answer

The FedEx brand name suggests that its service is credible and fast. This perception is important because of which unique characteristic of services?

Correct AnswerverifiedShow Answer

Most services have a limited capacity due to the ________ of the service from the service provider and the perishable nature of the service.

Correct AnswerverifiedShow Answer

Skippy, a peanut butter brand like Justin's, both owned by Hormel, is in the ________ stage of the product life cycle, with marketing strategies that include creating PB Bites, finding new consumers through online channels, and positioning the product as a source of protein.

Correct AnswerverifiedShow Answer

The tangibles that make up the service, such as buildings, landscaping, vehicles, furnishings, signage, brochures, and equipment, comprise which element of the seven Ps of services marketing?

Correct AnswerverifiedShow Answer

A ________ product is one for which significant customer education is required and there is an extended introductory period.

Correct AnswerverifiedShow Answer

Figure 10-4 -Figure 10-4 above shows that in 1983 cassette tapes were in which stage of the product life cycle?

Correct AnswerverifiedShow Answer

The product life cycle refers to

Correct AnswerverifiedShow Answer

People who tried a product, were satisfied, and bought it again are called ________ purchasers.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

For consumers, the primary benefit of branding is that

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

All of the following are responsibilities of a product or brand manager except which?

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

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