Question 1

An organization's use of a name, phrase, design, symbol, or combination of these to identify its products and distinguish them from those of competitors is referred to as

Accepted Answer

A)   a label.
B)   branding.
C)   a trademark.
D)   a brand name.
E)   a trade name.F) A) and C)
G) A) and E)

Question 2

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 E)
G) C) and D)

Question 3

Products such as Yoplait's Go-GURT® portable low-fat yogurt in a tube demonstrate the importance of the ________ of packaging.

Accepted Answer

A)   perceptual benefits
B)   communication benefits
C)   functional benefits
D)   technology
E)   renewable resourcesF) B) and C)
G) A) and E)

Question 4

Which of the following products has the brand name that best suggests its benefits, one of six criteria for selecting a good brand name?

Accepted Answer

A)   Spam canned meat
B)   Ken's salad dressing
C)   Formula 409 cleaner
D)   Match Light charcoal
E)   Bayer aspirinF) A) and E)
G) B) and C)

Question 5

During the ________ stage of the product life cycle, product proliferation occurs as competitors attempt to differentiate their company's brand from others.

Accepted Answer

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

Question 6

Products tend to consume a disproportionate share of management and financial resources relative to their future worth throughout which stage of the product life cycle?

Accepted Answer

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

Question 7

Customers will often judge the ________ of the service experience based on the performance of the people providing the service.

Accepted Answer

A)   price
B)   productivity
C)   process
D)   quality
E)   physical environmentF) B) and E)
G) C) and D)

Question 8

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

Accepted Answer

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

Question 9

Companies can choose from several different branding strategies. Sears, with its brands Kenmore appliances and Craftsman tools, is using a ________ strategy.

Accepted Answer

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

Question 10

Promotional expenditures at the introduction stage of the product life cycle are best spent on

Accepted Answer

A)   contests and sweepstakes to stimulate selective demand.
B)   product samples to create secondary demand.
C)   advertising to stimulate primary demand.
D)   personal endorsements to generate word-of-mouth demand.
E)   coupons to maintain brand loyalty or static demand.F) A) and B)
G) All of the above

Question 11

Brand licensing is

Accepted Answer

A)   the registration fee paid by a manufacturer to states, provinces, or countries in order to sell its products there.
B)   a branding strategy in which the producer dictates the brand name to retailers for the products sold to their respective markets.
C)   a branding strategy in which a company uses one name for all of its products.
D)   a contractual agreement whereby a company allows another firm to use its brand name or trademark with its products or services for a royalty or fee.
E)   a branding strategy in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer.F) C) and E)
G) A) and B)

Question 12

CDI/BDI Marketing Dashboard
-As shown in the CDI/BDI marketing dashboard above, a BDI of 30 is determined by

Accepted Answer

A)   finding the percent of the U.S. population in the "Households without children" segment divided by the percent of Hawaiian Punch sold to households without children in the United States multiplied by 100.
B)   subtracting the total number of nonusers from the total number of users of Hawaiian Punch sold to households without children.
C)   finding the difference in total sales of Hawaiian Punch between households who have children with those who do not
D)   finding the percent of Hawaiian Punch sold to U.S. households without children divided by the percent of the U.S. population in the "Households without children" segment multiplied by 100.
E)   using the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry, including the firm itselfF) D) and E)
G) C) and D)

Question 13

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) A) and D)
G) A) and E)

Question 14

A publicity tool frequently used by nonprofit services, which uses free space or time donated by the media, is referred to as

Accepted Answer

A)   a promotion.
B)   an advertisement.
C)   a press release.
D)   a cooperative advertisement.
E)   a public service announcement.F) None of the above
G) A) and B)

Question 15

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

Question 16

During the maturity stage of the product life cycle, profit declines primarily because

Accepted Answer

A)   there are fewer and fewer competitors in the market.
B)   promotional expenditures increase.
C)   production costs increase the more a firm has to manufacture the same product.
D)   there is fierce price competition among sellers.
E)   more consumers enter the market seeking bargains.F) B) and D)
G) A) and E)

Question 17

Products that are introduced, decline, and seem to return have a ________ product life cycle.

Accepted Answer

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

Question 18

IKEA sells a portable workbench called the Fahrtfull. The product has many positive features, and in German or Swedish markets, the name describes the product's features well (fahrt meaning travel) . This brand name in the United States, however, may not be as effective due to

Accepted Answer

A)   disappointment when the product fails to perform as the brand name implies.
B)   the poor attempt at humor, which makes consumers question product quality.
C)   governmental restrictions on brand names that read or sound like bodily functions.
D)   its unfavorable phonetic and semantic associations in English.
E)   difficulty in showing "fahrtfull" in German and Swedish advertising.F) None of the above
G) D) and E)

Question 19

Gatorade Thirst Quencher was concocted in 1965, but more recently its marketers introduced Gatorade Flow, a hydrating drink with fewer calories, in 2017. This introduction is an examples of a

Accepted Answer

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

Question 20

Explain how packaging provides communication, functional, and perceptual benefits for manufacturers, retailers, and consumers.

Accepted Answer

Packages provide important benefits for ...

Exam 10: Managing Successful Products, Services, and Brands

Customers will often judge the ________ of the service experience based on the performance of the people providing the service.

Correct AnswerverifiedShow Answer

An organization's use of a name, phrase, design, symbol, or combination of these to identify its products and distinguish them from those of competitors is referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Products such as Yoplait's Go-GURT® portable low-fat yogurt in a tube demonstrate the importance of the ________ of packaging.

Correct AnswerverifiedShow Answer

Products that are introduced, decline, and seem to return have a ________ product life cycle.

Correct AnswerverifiedShow Answer

Which of the following products has the brand name that best suggests its benefits, one of six criteria for selecting a good brand name?

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

IKEA sells a portable workbench called the Fahrtfull. The product has many positive features, and in German or Swedish markets, the name describes the product's features well (fahrt meaning travel) . This brand name in the United States, however, may not be as effective due to

Correct AnswerverifiedShow Answer

During the maturity stage of the product life cycle, profit declines primarily because

Correct AnswerverifiedShow Answer

A publicity tool frequently used by nonprofit services, which uses free space or time donated by the media, is referred to as

Correct AnswerverifiedShow Answer

Products tend to consume a disproportionate share of management and financial resources relative to their future worth throughout which stage of the product life cycle?

Correct AnswerverifiedShow Answer

CDI/BDI Marketing Dashboard -As shown in the CDI/BDI marketing dashboard above, a BDI of 30 is determined by

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Companies can choose from several different branding strategies. Sears, with its brands Kenmore appliances and Craftsman tools, is using a ________ strategy.

Correct AnswerverifiedShow Answer

Gatorade Thirst Quencher was concocted in 1965, but more recently its marketers introduced Gatorade Flow, a hydrating drink with fewer calories, in 2017. This introduction is an examples of a

Correct AnswerverifiedShow Answer

Brand licensing is

Correct AnswerverifiedShow Answer

Explain how packaging provides communication, functional, and perceptual benefits for manufacturers, retailers, and consumers.

Correct AnswerverifiedPackages provide important benefits for ...View AnswerShow Answer

During the ________ stage of the product life cycle, product proliferation occurs as competitors attempt to differentiate their company's brand from others.

Correct AnswerverifiedShow Answer

Promotional expenditures at the introduction stage of the product life cycle are best spent on

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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Packages provide important benefits for ...
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