Question 1

Despite the success of its Pentium chips, Intel faced a major threat from competitors such as AMD's cheaper K6 chips, which were better placed to serve the emerging low-cost PC market. Intel wanted to protect the brand equity and price premium of its Pentium microprocessors, but it also wanted to avoid AMD gaining a foothold into the lower end of the market. So it created Celeron as a cheaper, less powerful version of its Pentium chips to serve this market. This is a notable example of a

Accepted Answer

A)   private brand.
B)   brand extension.
C)   subbrand.
D)   co-brand.
E)   fighting brand.F) B) and E)
G) All of the above

Question 2

The Make a Wish Foundation brand name is especially effective because it

Accepted Answer

A)   is easy to spell and pronounce.
B)   is not easily imitated.
C)   suggests the service's benefits.
D)   demands a hint of moral obligation.
E)   is devoid of emotion.F) D) and E)
G) A) and B)

Question 3

When the Egg Farmers of Canada implemented its "Get Cracking" advertising campaign, the organization was trying to stimulate ________ demand.

Accepted Answer

A)   secondary
B)   selective
C)   derived
D)   generic
E)   primaryF) C) and D)
G) B) and C)

Question 4

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

Accepted Answer

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

Question 5

Customer value can assume numerous forms. For Pez Candy, Inc., customer value manifests itself in the form of

Accepted Answer

A)   an upbeat jingle.
B)   character candy dispensers.
C)   a stylish logotype.
D)   sour taste.
E)   sugar coating.F) C) and E)
G) A) and E)

Question 6

Tuition, charges, fares, fees, and rates are all terms

Accepted Answer

A)   given to the tangible portion of the price of a service.
B)   that are interchangeable when identifying the price of a service.
C)   given to the intangible portion of the price of a service.
D)   given to describe the price of services.
E)   used in services to imply a higher quality product than the terms cost or price.F) B) and C)
G) A) and B)

Exam 10: Managing Successful Products, Services, and Brands

Correct Answer
verified

The Make a Wish Foundation brand name is especially effective because it

Correct Answer
verified

Tuition, charges, fares, fees, and rates are all terms

Correct Answer
verified

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

Correct Answer
verified

When the Egg Farmers of Canada implemented its "Get Cracking" advertising campaign, the organization was trying to stimulate ________ demand.

Correct Answer
verified

Customer value can assume numerous forms. For Pez Candy, Inc., customer value manifests itself in the form of

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

Correct AnswerverifiedShow Answer

The Make a Wish Foundation brand name is especially effective because it

Correct AnswerverifiedShow Answer

Tuition, charges, fares, fees, and rates are all terms

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

When the Egg Farmers of Canada implemented its "Get Cracking" advertising campaign, the organization was trying to stimulate ________ demand.

Correct AnswerverifiedShow Answer

Customer value can assume numerous forms. For Pez Candy, Inc., customer value manifests itself in the form of

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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