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Exam 11: Managing Successful Products, services, and Brands

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Question 111

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Some singers record a great song that shoots to the top of the charts.The singers then go on tour and have sold-out concerts everywhere they appear.Just as quickly (particularly if they are unable to follow their first hit song with a second one) ,they are singing in half-filled concert halls,then smaller clubs,and eventually no one wants to hear them perform.Such "one-hit wonder" singers are best categorized as being ________ products.

A) fad
B) low-learning
C) fashion
D) generalized
E) high-learning

F) B) and D)
G) B) and C)

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Question 112

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Three important aspects of product life cycles are (1) their length,(2) the shape of their sales curves,and (3) the rate at which

A) consumers switch brands.
B) consumers adopt products.
C) consumers use word-of-mouth.
D) competitors create rival offerings.
E) environmental forces change the environment.

F) A) and E)
G) B) and E)

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Question 113

Multiple Choice

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A trade name refers to

Sales exhibit a downward trend throughout which stage of the product life cycle?

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.

Xunrui Communications is an upstart maker of inexpensive smartphones for the Chinese market.Xunrui purchases the components,and assembles the phones in Shenzhen,located in southern China.These smartphones retail for about $65,significantly less than the $250 to $800 for smartphones marketed by Apple or Samsung,the top providers.Xunrui Communications most likely is using which pricing strategy in this example?

The lack of profit in the introductory stage of the product life cycle is very often the result of

Figure 11-5 -The consumers represented by Segment C in Figure 11-5 above are called

When a company uses a product line extension,it

Figure 11-5 -In terms of the diffusion of innovation,laggards account for ________ percent of product adopters.

The three main benefits packaging provides to manufacturers,retailers,and consumers include which of the following?

Which of the following statements regarding Gatorade's branding is most accurate?

The "Mean Stinks" ignition was designed to primarily reach which segment of prospective customers?

Northland Juices,a division of New York-based Apple & Eve,competes with Ocean Spray in the cranberry juice category.To be successful,Northland must create ________ demand so it will be selected over competitors.

Marketing for a product in the introduction stage of its product life cycle should focus primarily on gaining awareness and which other marketing objective?

Figure 11-3 -The product life cycle shown in Box A in Figure 11-3 above is an example of a ________ product.

Despite the success of its Pentium chips,Intel faced a major threat from 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

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

CDI/BDI Marketing Dashboard -If a firm's marketing dashboard displays a BDI of 80 for a consumer packaged good like Hawaiian Punch,this indicates which of the following?

Which step in the sequential process of building the brand equity pyramid is most difficult to achieve?