Question 1

CDI/BDI Marketing Dashboard
-In the CDI/BDI Marketing Dashboard above, which segment consumes the least amount of Hawaiian Punch?

Accepted Answer

A)   households without children
B)   households with children 13 to 18 years old
C)   households with children 6 years old or under
D)   households with children 7 to 12 years old
E)   Because the BDI and CDI show inconsistencies in their measurements, especially in the segment of children under the age of six, it is impossible to answer the question.F) D) and E)
G) B) and E)

Question 2

A company uses ________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

Accepted Answer

A)   manufacturer branding
B)   private branding
C)   generic branding
D)   co-branding
E)   brand licensingF) A) and D)
G) A) and C)

Question 3

Justin's nut butter packaging includes a label with the number of grams of protein it offers on the front, as well as complete nutritional facts on the back. The packaging in this case mostly likely offers which type of benefits?

Accepted Answer

A)   functional benefits
B)   perceptual benefits
C)   communication benefits
D)   technology benefits
E)   sustainability benefitsF) C) and D)
G) A) and B)

Question 4

Branding is

Accepted Answer

A)   the licensing of a name, phrase, design, symbol, or combination of these for a period of 17 years, at which time a firm may renew its intellectual property rights to them.
B)   the value added to the product from the additional features given to a product beyond its functional attributes.
C)   the identification of an organization's products based upon individual SKUs.
D)   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.
E)   the establishment of a commercial, legal name under which a company does business.F) B) and C)
G) A) and E)

Question 5

Black & Decker uses a ________ strategy to reach the do-it-yourself market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

Accepted Answer

A)   product differentiation branding
B)   multiproduct branding
C)   multibranding
D)   segmentation branding
E)   private brandingF) A) and D)
G) B) and E)

Question 6

Combining a corporate or family brand with a new brand to distinguish a part of its product line from others is referred to as

Accepted Answer

A)   subbranding.
B)   multibranding.
C)   mixed branding.
D)   private branding.
E)   family branding.F) D) and E)
G) A) and B)

Question 7

During the introduction stage of the product life cycle, the place (distribution)  element of the marketing mix is highly involved with

Accepted Answer

A)   increasing inventory levels at warehouses and distribution centers to meet potential demand.
B)   gaining as many retail distribution outlets as possible, even though many will be reluctant to carry the new product.
C)   using an intermodal logistics system to get the products through the marketing channel as quickly as possible.
D)   building storage warehouses and distribution centers to establish an efficient infrastructure for the new product.
E)   obtaining contracts with independent sales agents and brokers instead of using the firm's sales force.F) A) and D)
G) A) and B)

Question 8

If a customer is reluctant to try a new product because he'd have to change his normal everyday behaviors, the company introducing it is most likely facing a ________ barrier.

Accepted Answer

A)   usage
B)   risk
C)   value
D)   financial
E)   psychologicalF) C) and D)
G) A) and E)

Question 9

Which of the following statements regarding the maturity stage of the product life cycle is most accurate?

Accepted Answer

A)   Technological forces often push a product from the introduction stage to the maturity stage.
B)   During the maturity stage, companies add more distribution outlets to maximize target market coverage.
C)   Sales increase at a slower rate as fewer new buyers enter the market.
D)   Industry profits peak because production and distribution costs are declining.
E)   Total industry profits exceed total industry sales.F) B) and C)
G) A) and C)

Question 10

Nike has successfully used ________ with its lines Air Jordan and Air Lebron.

Accepted Answer

A)   family branding
B)   subbranding
C)   multiproduct branding
D)   mixed branding
E)   generic brandingF) A) and E)
G) B) and C)

Question 11

Compare the three ways to manage a product through its product life cycle.

Accepted Answer

The three ways a product or brand manage...

Question 12

A branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment is referred to as

Accepted Answer

A)   product differentiation branding.
B)   multibranding.
C)   mixed branding.
D)   segmentation branding.
E)   multiproduct branding.F) A) and D)
G) B) and D)

Question 13

Manufacturers of all-electric-powered automobiles provide low-cost leasing options in part to

Accepted Answer

A)   increase profits during the maturity stage of a product's life cycle.
B)   convince laggards to try a new product.
C)   recoup research and development costs.
D)   influence the product life cycle of fashion products.
E)   attempt to overcome barriers to adoption.F) A) and B)
G) A) and C)

Question 14

The desire for a product class rather than for a specific brand is called ________ demand.

Accepted Answer

A)   selective
B)   primary
C)   derived
D)   generic
E)   secondaryF) B) and C)
G) C) and D)

Question 15

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

Accepted Answer

A)   innovators.
B)   late majority.
C)   early majority.
D)   early adopters.
E)   laggards.F) None of the above
G) B) and D)

Question 16

The central element of the marketing strategy for Pez Candy, Inc., is the

Accepted Answer

A)   price.
B)   breath mint.
C)   availability.
D)   dispenser.
E)   fulfillment.F) C) and E)
G) B) and C)

Question 17

Place or distribution is a major factor in developing a service marketing strategy because of the ________ of services.

Accepted Answer

A)   inventory
B)   inseparability
C)   inconsistency
D)   intangibility
E)   informationF) A) and E)
G) A) and B)

Question 18

The classifications of innovators, early adopters, early majority, late majority, and laggards are all based upon

Accepted Answer

A)   how frequently a consumer uses a product.
B)   the number and strength of competitors.
C)   when consumers begin buying a new product.
D)   the time it takes to educate a consumer in the use of a new technology.
E)   how quickly consumers respond to an advertising message or campaign.F) C) and D)
G) B) and D)

Question 19

When Apple introduced the Apple II personal computer in 1977, industry analysts predicted that very few would be sold. However, a short time after the product was made available, consumers who were young, highly educated, adventuresome, and well-informed began buying them. While those buyers were relatively few in number, marketers such as IBM and Compaq were encouraged because other, less adventuresome consumers, like businesspeople, would likely adopt personal computers later. Based on the diffusion of innovation concept, those first buyers of personal computers were

Accepted Answer

A)   early adopters.
B)   early majority.
C)   innovators.
D)   product leaders.
E)   diffusion leaders.F) B) and D)
G) A) and D)

Question 20

According to the concept of the diffusion of innovation, consumers who are skeptical and with below average social status are called

Accepted Answer

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

Exam 10: Managing Successful Products, Services, and Brands

The central element of the marketing strategy for Pez Candy, Inc., is the

Correct Answer
verified

During the introduction stage of the product life cycle, the place (distribution) element of the marketing mix is highly involved with

Correct Answer
verified

Justin's nut butter packaging includes a label with the number of grams of protein it offers on the front, as well as complete nutritional facts on the back. The packaging in this case mostly likely offers which type of benefits?

Correct Answer
verified

Black & Decker uses a ________ strategy to reach the do-it-yourself market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

Correct Answer
verified

A branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment is referred to as

Correct Answer
verified

Which of the following statements regarding the maturity stage of the product life cycle is most accurate?

Correct Answer
verified

Compare the three ways to manage a product through its product life cycle.

Correct Answer
verified
The three ways a product or brand manage...
View Answer

CDI/BDI Marketing Dashboard -In the CDI/BDI Marketing Dashboard above, which segment consumes the least amount of Hawaiian Punch?

Correct Answer
verified

The classifications of innovators, early adopters, early majority, late majority, and laggards are all based upon

Correct Answer
verified

Nike has successfully used ________ with its lines Air Jordan and Air Lebron.

Correct Answer
verified

Manufacturers of all-electric-powered automobiles provide low-cost leasing options in part to

Correct Answer
verified

Correct Answer
verified

Place or distribution is a major factor in developing a service marketing strategy because of the ________ of services.

Correct Answer
verified

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

Correct Answer
verified

A company uses ________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

Correct Answer
verified

If a customer is reluctant to try a new product because he'd have to change his normal everyday behaviors, the company introducing it is most likely facing a ________ barrier.

Correct Answer
verified

Combining a corporate or family brand with a new brand to distinguish a part of its product line from others is referred to as

Correct Answer
verified

Branding is

Correct Answer
verified

According to the concept of the diffusion of innovation, consumers who are skeptical and with below average social status are called

Correct Answer
verified

The desire for a product class rather than for a specific brand is called ________ demand.

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

The central element of the marketing strategy for Pez Candy, Inc., is the

Correct AnswerverifiedShow Answer

During the introduction stage of the product life cycle, the place (distribution) element of the marketing mix is highly involved with

Correct AnswerverifiedShow Answer

Justin's nut butter packaging includes a label with the number of grams of protein it offers on the front, as well as complete nutritional facts on the back. The packaging in this case mostly likely offers which type of benefits?

Correct AnswerverifiedShow Answer

Black & Decker uses a ________ strategy to reach the do-it-yourself market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

Correct AnswerverifiedShow Answer

A branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment is referred to as

Correct AnswerverifiedShow Answer

Which of the following statements regarding the maturity stage of the product life cycle is most accurate?

Correct AnswerverifiedShow Answer

Compare the three ways to manage a product through its product life cycle.

Correct AnswerverifiedThe three ways a product or brand manage...View AnswerShow Answer

CDI/BDI Marketing Dashboard -In the CDI/BDI Marketing Dashboard above, which segment consumes the least amount of Hawaiian Punch?

Correct AnswerverifiedShow Answer

The classifications of innovators, early adopters, early majority, late majority, and laggards are all based upon

Correct AnswerverifiedShow Answer

Nike has successfully used ________ with its lines Air Jordan and Air Lebron.

Correct AnswerverifiedShow Answer

Manufacturers of all-electric-powered automobiles provide low-cost leasing options in part to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Place or distribution is a major factor in developing a service marketing strategy because of the ________ of services.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A company uses ________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

Correct AnswerverifiedShow Answer

If a customer is reluctant to try a new product because he'd have to change his normal everyday behaviors, the company introducing it is most likely facing a ________ barrier.

Correct AnswerverifiedShow Answer

Combining a corporate or family brand with a new brand to distinguish a part of its product line from others is referred to as

Correct AnswerverifiedShow Answer

Branding is

Correct AnswerverifiedShow Answer

According to the concept of the diffusion of innovation, consumers who are skeptical and with below average social status are called

Correct AnswerverifiedShow Answer

The desire for a product class rather than for a specific brand is called ________ demand.

Correct AnswerverifiedShow Answer

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The three ways a product or brand manage...
View Answer

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