Question 1

Interactive television with video-on-demand capabilities changes how people watch television and how consumers access the Internet. This technology requires significant customer education for many people. What type of product life cycle curve would be associated with this product?

Accepted Answer

A)   generalized
B)   high-learning
C)   low-learning
D)   fashion
E)   fadF) A) and B)
G) All of the above

Question 2

The challenges of packaging and labeling are often global. One particular challenge facing global manufacturers involves

Accepted Answer

A)   creating larger size packages to be sold at warehouse stores.
B)   creating packaging sensitive to educational diversity.
C)   addressing ongoing environmental concerns.
D)   ensuring ISO 19000 total quality management within national boundaries.
E)   making packaging an irrelevant part of a firm's marketing strategy.F) D) and E)
G) A) and C)

Question 3

There are several reasons a consumer would be reluctant to adopt a new product. For example, a consumer might be reluctant to adopt a new product because of a psychological barrier, which occurs when

Accepted Answer

A)   there is no incentive to change.
B)   there are physical, economic, or social risks.
C)   there are cultural differences or image problems.
D)   the financial commitment is too great.
E)   the product is not consistent with existing habits.F) C) and E)
G) A) and E)

Question 4

All of the following are market modification strategies except which?

Accepted Answer

A)   creating a new use situation
B)   finding new customers
C)   changing a product's appearance
D)   targeting new market segments
E)   increasing a product's use among existing customersF) All of the above
G) D) and E)

Question 5

Ralph Lauren has a long-term ________ agreement with Luxottica Group for the design, production, and worldwide distribution of prescription frames and sunglasses under the Ralph Lauren brand. Ralph Lauren is a leader in the design, marketing, and distribution of premium lifestyle products, while Luxottica is the global leader in the luxury eyewear sector.

Accepted Answer

A)   brand licensing
B)   generic branding
C)   multiproduct branding licensing
D)   mixed branding
E)   co-brandingF) B) and C)
G) B) and E)

Question 6

Vinyl records, cassette tapes, CDs, and music downloads (MP3 files)  are all members of the same

Accepted Answer

A)   product form.
B)   product mix.
C)   product line.
D)   product item.
E)   product class.F) D) and E)
G) A) and E)

Question 7

Kimberly-Clark successfully leveraged the strong Huggies brand image among mothers in its use of ________ when it introduced a full line of Huggies baby and toddler toiletries.

Accepted Answer

A)   product line branding
B)   subbranding
C)   uniform branding
D)   mixed branding
E)   brand extensionsF) A) and D)
G) C) and D)

Question 8

All of the following are true about the length of product life cycles except which?

Accepted Answer

A)   The length of service life cycles is typically longer than those for tangible products.
B)   There is no set time that a product takes to move through its life cycle.
C)   Technological change shortens product life cycles as new products replace existing ones.
D)   The use of mass media tends to shorten product life cycles.
E)   Consumer products have shorter life cycles than business products.F) C) and D)
G) B) and E)

Question 9

Which of the following quotes from a new-product adopter would signal the need for a firm to counteract a usage barrier?

Accepted Answer

A)   "It looks delicious but it might make me fat."
B)   "What if I can't make the monthly payments?"
C)   "I don't want to use this if it means it will take me longer to get ready in the morning."
D)   "Big deal, the only difference is the shape of the package."
E)   "Sure I'll try it; why not!"F) A) and D)
G) C) and D)

Question 10

A brand name is

Accepted Answer

A)   a product's identifier that only can be spoken.
B)   a product's identifier that consists of only the symbol or design that cannot be spoken.
C)   any word, device (design, sound, shape or color) , or combination of these used to distinguish a seller's products or services.
D)   the commercial, legal name under which a company does business.
E)   the identification of an organization's products based upon individual SKUs.F) B) and E)
G) D) and E)

Question 11

If a firm's marketing dashboard displays a BDI of 90 for a consumer packaged good, such as Hawaiian Punch, this indicates which of the following?

Accepted Answer

A)   a weak brand position in a segment
B)   a strong brand position in a segment
C)   above-average product category purchases by a market segment
D)   below-average product category purchases by a market segment
E)   There is not enough information to make any conclusions.F) None of the above
G) A) and D)

Question 12

The formula ________ is used to calculate BDI.

Accepted Answer

A)   (Percent of the total U.S. population in a market segment ÷ Percent of a brand's total U.S. sales in a market segment)  × 100
B)   (Percent of a product category's total U.S. sales in a market segment ÷ Percent of the total U.S. population in a market segment)  × 100
C)   (Percent of a brand's total U.S. sales in a market segment ÷ Percent of the total U.S. population in a market segment)  × 100
D)   (Percent of the total U.S. population in a market segment ÷ Percent of a product category's total U.S. sales in a market segment)  × 100
E)   of the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry, including the firm itselfF) B) and C)
G) D) and E)

Question 13

Sealy, the self-proclaimed largest manufacturer of mattresses in the United States, recently set out to redefine its place in the bedrooms of America. No longer was it going to be known as simply a mattress company. Now the name Sealy was going to be known as the world's leading "sleep wellness provider." This is an example of

Accepted Answer

A)   reverse marketing.
B)   demarketing.
C)   repositioning.
D)   resegmenting.
E)   positioning.F) A) and B)
G) A) and C)

Question 14

Your product has been suffering from steadily eroding sales. You have tried a number of options to revitalize the product's sales and profits, but after seven changes in your strategy, you have yet to find success. Which of the following actions would be the least appropriate next step?

Accepted Answer

A)   Delete the product from the line.
B)   Retain the product, but reduce its marketing costs.
C)   Stimulate primary demand.
D)   Stimulate selective demand.
E)   Rebrand the product.F) A) and B)
G) A) and C)

Question 15

Kemps makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy) . Kemps pays Wrigley, the owner of the Life Savers brand name, a fee to market this product. This is an example of

Accepted Answer

A)   generic branding.
B)   reseller licensing.
C)   mixed branding.
D)   brand licensing.
E)   co-branding.F) A) and B)
G) A) and E)

Question 16

Gatorade is classified as a(n)  ________ brand.

Accepted Answer

A)   domestic
B)   regional
C)   international
D)   global
E)   nationwideF) A) and D)
G) C) and D)

Question 17

Another name for multiproduct branding is

Accepted Answer

A)   family branding.
B)   mixed branding.
C)   uniform branding.
D)   co-branding.
E)   multibranding.F) B) and C)
G) C) and D)

Question 18

Starbucks sometimes offers a promotion known as the "treat receipt." Patrons purchase a drink of their choice in the morning and then will receive a receipt to turn in after 2:00 pm that same day. With the receipt the customer can choose from any grande iced beverage for just $2.50. Which is the most likely market modification strategy for Starbucks here?

Accepted Answer

A)   finding new users
B)   creating new use situations
C)   increasing a product's use by existing customers
D)   modifying the product
E)   reacting to competitors' positionsF) All of the above
G) C) and D)

Question 19

A branding strategy in which a firm markets some products under its own name and other products under the name of a reseller because the segment attracted to the reseller is different from its own market is referred to as

Accepted Answer

A)   multibranding.
B)   generic branding.
C)   private branding.
D)   mixed branding.
E)   multiproduct branding.F) B) and E)
G) A) and D)

Question 20

To better connect with its customers by providing functional and aesthetic design features, Kraft did what with its Chips Ahoy! cookies?

Accepted Answer

A)   gave the products a more interesting brand personality
B)   created additional brand extensions, such as adding chocolate dipped and mint dipped cookies
C)   engaged in a co-branding effort with Blue Bell ice cream
D)   complied with ISO 9000 total quality management guidelines due to its expansion into Asian markets
E)   created a patented resealable opening in the bag for easy access and to maintain freshnessF) C) and D)
G) D) and E)

Exam 10: Managing Successful Products, Services, and Brands

Vinyl records, cassette tapes, CDs, and music downloads (MP3 files) are all members of the same

Correct Answer
verified

To better connect with its customers by providing functional and aesthetic design features, Kraft did what with its Chips Ahoy! cookies?

Correct Answer
verified

The challenges of packaging and labeling are often global. One particular challenge facing global manufacturers involves

Correct Answer
verified

There are several reasons a consumer would be reluctant to adopt a new product. For example, a consumer might be reluctant to adopt a new product because of a psychological barrier, which occurs when

Correct Answer
verified

All of the following are true about the length of product life cycles except which?

Correct Answer
verified

Interactive television with video-on-demand capabilities changes how people watch television and how consumers access the Internet. This technology requires significant customer education for many people. What type of product life cycle curve would be associated with this product?

Correct Answer
verified

Gatorade is classified as a(n) ________ brand.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

The formula ________ is used to calculate BDI.

Correct Answer
verified

All of the following are market modification strategies except which?

Correct Answer
verified

If a firm's marketing dashboard displays a BDI of 90 for a consumer packaged good, such as Hawaiian Punch, this indicates which of the following?

Correct Answer
verified

A brand name is

Correct Answer
verified

Your product has been suffering from steadily eroding sales. You have tried a number of options to revitalize the product's sales and profits, but after seven changes in your strategy, you have yet to find success. Which of the following actions would be the least appropriate next step?

Correct Answer
verified

Kemps makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy) . Kemps pays Wrigley, the owner of the Life Savers brand name, a fee to market this product. This is an example of

Correct Answer
verified

Correct Answer
verified

Another name for multiproduct branding is

Correct Answer
verified

Kimberly-Clark successfully leveraged the strong Huggies brand image among mothers in its use of ________ when it introduced a full line of Huggies baby and toddler toiletries.

Correct Answer
verified

A branding strategy in which a firm markets some products under its own name and other products under the name of a reseller because the segment attracted to the reseller is different from its own market is referred to as

Correct Answer
verified

Which of the following quotes from a new-product adopter would signal the need for a firm to counteract a usage barrier?

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

Vinyl records, cassette tapes, CDs, and music downloads (MP3 files) are all members of the same

Correct AnswerverifiedShow Answer

To better connect with its customers by providing functional and aesthetic design features, Kraft did what with its Chips Ahoy! cookies?

Correct AnswerverifiedShow Answer

The challenges of packaging and labeling are often global. One particular challenge facing global manufacturers involves

Correct AnswerverifiedShow Answer

There are several reasons a consumer would be reluctant to adopt a new product. For example, a consumer might be reluctant to adopt a new product because of a psychological barrier, which occurs when

Correct AnswerverifiedShow Answer

All of the following are true about the length of product life cycles except which?

Correct AnswerverifiedShow Answer

Interactive television with video-on-demand capabilities changes how people watch television and how consumers access the Internet. This technology requires significant customer education for many people. What type of product life cycle curve would be associated with this product?

Correct AnswerverifiedShow Answer

Gatorade is classified as a(n) ________ brand.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The formula ________ is used to calculate BDI.

Correct AnswerverifiedShow Answer

All of the following are market modification strategies except which?

Correct AnswerverifiedShow Answer

If a firm's marketing dashboard displays a BDI of 90 for a consumer packaged good, such as Hawaiian Punch, this indicates which of the following?

Correct AnswerverifiedShow Answer

A brand name is

Correct AnswerverifiedShow Answer

Your product has been suffering from steadily eroding sales. You have tried a number of options to revitalize the product's sales and profits, but after seven changes in your strategy, you have yet to find success. Which of the following actions would be the least appropriate next step?

Correct AnswerverifiedShow Answer

Kemps makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy) . Kemps pays Wrigley, the owner of the Life Savers brand name, a fee to market this product. This is an example of

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Another name for multiproduct branding is

Correct AnswerverifiedShow Answer

Kimberly-Clark successfully leveraged the strong Huggies brand image among mothers in its use of ________ when it introduced a full line of Huggies baby and toddler toiletries.

Correct AnswerverifiedShow Answer

A branding strategy in which a firm markets some products under its own name and other products under the name of a reseller because the segment attracted to the reseller is different from its own market is referred to as

Correct AnswerverifiedShow Answer

Which of the following quotes from a new-product adopter would signal the need for a firm to counteract a usage barrier?

Correct AnswerverifiedShow Answer

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