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Exam 10: Managing Successful Products, Services, and Brands

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Question 81

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For more than 30 years, Starkist put 6.5 ounces of tuna into its regular-sized can. Today, Starkist puts only 6.125 ounces of tuna into the same-size can but charges the same price. Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price. There are two sides to the ethical argument about this practice: that of consumer advocates and that of manufacturers. What is the practice called and what is the basic position of each side?

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The practice is called downsizing, which...

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Question 82

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Which of the following occurs during the decline stage of the product life cycle?

A) Sales drop.
B) Flanking product lines are added.
C) The product becomes less vulnerable to changes in the marketing environment.
D) Promotional support is increased.
E) Competition becomes intense as more competitors enter the market.

F) B) and D)
G) D) and E)

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Question 83

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What is the marketing objective for the decline stage of the product life cycle?

A major factor in developing a service marketing strategy is ________ because of the inseparability of services from the producer.

Gillette budgeted $200 million in advertising to introduce the Fusion razor to male shavers. Such expenditures are often made to stimulate ________, the desire for the product class rather than for a specific brand, when there are few competitors with the same product.

All of the following marketing actions can be used by a firm to counteract barriers to product adoption except which?

A set of human characteristics associated with a brand name is referred to as

Figure 10-3 -The product life cycle shown in B in Figure 10-3 above is an example of a ________ product.

What is the marketing objective for the maturity stage of the product life cycle?

Pretzels were first introduced as a salty snack. Later, the product was repositioned as a low-fat snack in order to

Twitter uses a stylized blue or white bird with no text as its

One of the most popular means to gain consumer trial is through

If a firm's marketing dashboard displays a CDI of 120 for a consumer packaged good like Hawaiian Punch, this indicates which of the following?

Figure 10-6 -Figure 10-6 above shows the sequential process of building brand equity. The third step is to elicit the proper consumer responses to a brand's identity and meaning. This step consists of two dimensions, D and E, which represent

An aging baby boomer population has led to increased interest in developing and marketing products to satisfy the needs of this large market. As a result, moisturizing lotions and creams such as Oil of Olay are now repositioned as "age-defying" products. This is an example of which product repositioning action?

During the introduction stage of the product life cycle, ________ pricing strategy may be used. This pricing strategy charges a high initial price to recoup the costs of product development.

Generally, the length of time it takes for a product category to move from the introduction stage to the decline stage of its product life cycle is

Figure 10-1 -Figure 10-1 above represents the stages of the product life cycle. What does the section of the graph labeled C represent?

Many nonprofit organizations use PSAs in their media planning. What does the acronym PSA stand for?

Imagine that Post Foods introduces a cereal bar-Trail Mix Crunch-just like those Kellogg's and General Mills already have on the market. Post has decided to promote the bars using ads without coupons and to price the bars at about the same price as these other brands. Post Trail Mix Crunch cereal bars will also be distributed to the same stores as the products from Kellogg's and General Mills. Which of the following barriers to new-product adoption will most likely prevent the Post Trail Mix Crunch cereal bars from being a successful product?