Question 1

At which stage of the product life cycle are microwave ovens?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decline
E)  redevelopmentF) B) and E)
G) B) and D)

Question 2

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

Accepted Answer

A)  offering money-back guarantees
B)  targeting new consumers
C)  conducting demonstrations
D)  offering free samples
E)  providing extensive usage instructionsF) None of the above
G) A) and D) B

Question 3

What is the difference between multiproduct branding and multibrand strategies? What advantages are offered by each of these two approaches?

Accepted Answer

The manufacturer may use either a multip...

Question 4

The added value a brand name gives to a product beyond the functional benefits provided is referred to as

Accepted Answer

A)  brand cachet.
B)  brand net worth.
C)  brand equity.
D)  brand benefit.
E)  brand enhancement.F) C) and D)
G) A) and E)

Question 5

When Coca-Cola promoted Coke as a morning beverage for those consumers who don't drink coffee,it used a ________ strategy.

Accepted Answer

A)  product modification
B)  brand modification
C)  market-product extension
D)  diversification
E)  market modificationF) A) and E)
G) A) and B)

Question 6

Co-branding involves

Accepted Answer

A)  combining a corporate brand with a family brand.
B)  pairing two or more strong brands to facilitate the marketing of a joint product.
C)  using the same brand names for the same product in multiple countries.
D)  using the same name for the original product and for all subsequent product line extensions.
E)  using a current brand name to enter a different product class.F) A) and B)
G) B) and E)

Question 7

The communication aspect of packaging on a can of Campbell's soup would most likely be of the greatest benefit to

Accepted Answer

A)  people in a hurry to get to work.
B)  people on a tight budget.
C)  people with dietary restrictions.
D)  people who are brand loyal.
E)  people who love to try new things.F) A) and D)
G) A) and C)

Question 8

What are the five shapes that a product life cycle can take? For each type,describe (as an option,draw)its characteristics.

Accepted Answer

The generalized product life cycle (PLC)...

Question 9

The swoosh that appears on every Nike product is an example of a

Accepted Answer

A)  copyright.
B)  trade identification.
C)  patent.
D)  brand name.
E)  label.F) A) and C)
G) B) and D)

Question 10

Primary demand is a desire for the ________ rather than for a ________;it might be the focus of marketing when there are few competitors with the same product.

Accepted Answer

A)  product class;specific brand
B)  problem solution;product category
C)  brand name;product category
D)  novelty;problem solution
E)  product concept;tangible productF) C) and D)
G) B) and D)

Question 11

The ________ stage of the product life cycle is characterized by rapid increases in sales.

Accepted Answer

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

Question 12

Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity.The second step is to establish a brand's meaning in the minds of consumers.This step consists of two dimensions,B and C,which represent

Accepted Answer

A)  brand performance and brand imagery.
B)  brand identity and brand emotion.
C)  consumer judgments and consumer feelings.
D)  brand awareness and consumer-brand connection.
E)  consumer feelings and brand imagery.F) All of the above
G) A) 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 introductory 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 E)
G) C) and D) E

Question 14

Which of the following is one of the four alternatives for branding strategy that companies can employ?

Accepted Answer

A)  retailer branding
B)  intermediary branding
C)  brand licensing
D)  multiproduct branding
E)  commercial brandingF) B) and C)
G) A) and D)

Question 15

Which of the following products would have a low-learning product life cycle curve?

Accepted Answer

A)  electric cars
B)  five-blade razor
C)  interactive television
D)  software for learning a foreign language
E)  convection ovensF) B) and E)
G) A) and B)

Question 16

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

Question 17

To counteract counterfeiting,the U.S.government passed the ________ in 2006.

Accepted Answer

A)  Counterfeiting Prohibition Act
B)  Counterfeiting and Industrial Espionage Act
C)  Stop Counterfeiting Act
D)  Stop Counterfeiting in Manufactured Goods Act
E)  Unauthorized Manufacturing and Copyright ActF) None of the above
G) A) and E)

Question 18

Johnson & Johnson effectively repositioned St.Joseph Aspirin from a product for infants to an adult low-strength aspirin to reduce the risk of heart attacks or strokes.This is an example of a product repositioning for

Accepted Answer

A)  reacting to a competitor's position.
B)  reaching a new market.
C)  catching a rising trend.
D)  changing the value offered.
E)  product modification.F) B) and C)
G) None of the above

Question 19

In 1984,IBM launched the "PCjr," its first low-priced,educational/home personal computer.Sales were poor because IBM most likely violated which criterion for picking a good brand name?

Accepted Answer

A)  The name was not distinctive nor memorable.
B)  The name did not fit the company image.
C)  The name had too many legal restrictions.
D)  The name was too confusing with both capital and lowercase letters.
E)  The name failed to suggest the product benefits.F) A) and E)
G) None of the above

Question 20

Why are warranties important from the perspectives of both consumers and manufacturers?

Accepted Answer

Studies show that the type of warranty c...

Exam 11: Managing Successful Products, services, and Brands

At which stage of the product life cycle are microwave ovens?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedB

What is the difference between multiproduct branding and multibrand strategies? What advantages are offered by each of these two approaches?

Correct AnswerverifiedThe manufacturer may use either a multip...View AnswerShow Answer

The added value a brand name gives to a product beyond the functional benefits provided is referred to as

Correct AnswerverifiedShow Answer

When Coca-Cola promoted Coke as a morning beverage for those consumers who don't drink coffee,it used a ________ strategy.

Correct AnswerverifiedShow Answer

Co-branding involves

Correct AnswerverifiedShow Answer

The communication aspect of packaging on a can of Campbell's soup would most likely be of the greatest benefit to

Correct AnswerverifiedShow Answer

What are the five shapes that a product life cycle can take? For each type,describe (as an option,draw)its characteristics.

Correct AnswerverifiedThe generalized product life cycle (PLC)...View AnswerShow Answer

The swoosh that appears on every Nike product is an example of a

Correct AnswerverifiedShow Answer

Primary demand is a desire for the ________ rather than for a ________;it might be the focus of marketing when there are few competitors with the same product.

Correct AnswerverifiedShow Answer

The ________ stage of the product life cycle is characterized by rapid increases in sales.

Correct AnswerverifiedShow Answer

Figure 11-6 -Figure 11-6 above shows the sequential process of building brand equity.The second step is to establish a brand's meaning in the minds of consumers.This step consists of two dimensions,B and C,which represent

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedE

Which of the following is one of the four alternatives for branding strategy that companies can employ?

Correct AnswerverifiedShow Answer

Which of the following products would have a low-learning product life cycle curve?

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 AnswerverifiedA

To counteract counterfeiting,the U.S.government passed the ________ in 2006.

Correct AnswerverifiedShow Answer

Johnson & Johnson effectively repositioned St.Joseph Aspirin from a product for infants to an adult low-strength aspirin to reduce the risk of heart attacks or strokes.This is an example of a product repositioning for

Correct AnswerverifiedShow Answer

In 1984,IBM launched the "PCjr," its first low-priced,educational/home personal computer.Sales were poor because IBM most likely violated which criterion for picking a good brand name?

Correct AnswerverifiedShow Answer

Why are warranties important from the perspectives of both consumers and manufacturers?

Correct AnswerverifiedStudies show that the type of warranty c...View AnswerShow Answer

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The generalized product life cycle (PLC)...
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Primary demand is a desire for the rather than for a ;it might be the focus of marketing when there are few competitors with the same product.

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E

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Studies show that the type of warranty c...
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