Question 1

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 luxury eyewear.

Accepted Answer

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

Question 2

Packaging that provides convenience,product quality,protection,or easy storage offers what kind of benefits?

Accepted Answer

A)  communication benefits
B)  functional benefits
C)  perceptual benefits
D)  physiological benefits
E)  financial benefitsF) C) and D)
G) B) and D)

Question 3

Figure 11-5
 
-According to the concept of the diffusion of innovation,consumers who are leaders in social settings and have slightly above average education are called

Accepted Answer

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

Question 4

A strategy of harvesting may be employed in the decline stage of a product life to

Accepted Answer

A)  maintain primary demand for a product category.
B)  acquire as many new customers as possible.
C)  maintain the ability to meet ongoing customers' requests.
D)  eliminate all production costs.
E)  reposition the product.F) B) and E)
G) None of the above

Question 5

During the maturity stage of the product life cycle,profit declines primarily because

Accepted Answer

A)  there are fewer and fewer competitors in the market.
B)  promotional expenditures increase.
C)  production costs increase the more a firm has to manufacture the same product.
D)  there is fierce price competition among sellers.
E)  more consumers enter the market seeking bargains.F) B) and D)
G) A) and D)

Question 6

When Rose went shopping for a new purse,she thought she had found a real value-a Gucci purse for about 50 percent of what she was expecting to pay.When she looked at it more closely,she noticed that the purse was nearly identical to a Gucci but was not manufactured by Gucci.This was most likely an example of

Accepted Answer

A)  product counterfeiting.
B)  brand licensing.
C)  co-branding.
D)  brand imitation.
E)  re-manufacturing.F) C) and D)
G) A) and B)

Question 7

A contractual agreement whereby one company (licensor) allows its brand name or trademark to be used with products or services offered by another company (licensee) for a royalty or fee is referred to as

Accepted Answer

A)  co-branding.
B)  generic branding.
C)  reseller licensing.
D)  mixed branding.
E)  brand licensing.F) C) and D)
G) None of the above

Question 8

A manufacturer of a new all-natural-ingredient shampoo and conditioner puts free samples of the product in Sunday newspapers to

Accepted Answer

A)  stimulate laggard usage of the product.
B)  inhibit the innovation diffusion process.
C)  encourage product trial and adoption.
D)  erect product adoption barriers against its competitors.
E)  circumvent the typical adoption cycle.F) C) and D)
G) A) and E)

Question 9

There is no set time that a product takes to move through its life cycle.But as a rule,

Accepted Answer

A)  services are highly affected by social trends while tangible goods are not.
B)  consumer products have shorter life cycles than business products.
C)  business products typically show very short maturity stages.
D)  technological change tends to lengthen product life cycles.
E)  product life cycles are longer for ideas than for services.F) B) and D)
G) A) and B)

Question 10

The preference for a specific brand is called ________ demand.

Accepted Answer

A)  selective
B)  secondary
C)  primary
D)  derived
E)  explicitF) B) and D)
G) A) and E)

Question 11

To handle products in the decline stage of the product life cycle,companies often use either a ________ strategy or a ________ strategy.

Accepted Answer

A)  divesting;harvesting
B)  diversification;contraction
C)  deletion;harvesting
D)  deletion;diversification
E)  building;divestingF) A) and B)
G) B) and E)

Question 12

Reducing the package content without changing package size while maintaining or increasing the package price is referred to as

Accepted Answer

A)  outsourcing.
B)  trading up.
C)  shrinkage.
D)  upsizing.
E)  downsizing.F) B) and E)
G) B) and D)

Question 13

Which of the following is the first of four steps in building brand equity?

Accepted Answer

A)  developing positive brand awareness
B)  lowering the price of products
C)  easing consumers' decision making
D)  incorporating higher value in products
E)  creating market modificationF) C) and E)
G) A) and B)

Question 14

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

Accepted Answer

A)  "But it might make me fat."
B)  "What if I can't make the monthly payments?"
C)  "I don't want to try this if it means I have to swallow it with milk."
D)  "I really don't see how it is better than the system I already have."
E)  "My brother will tease me relentlessly if I buy that."F) A) and D)
G) A) and B)

Question 15

In which stage of the product life cycle is it important to broaden distribution of the product?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decline
E)  harvestF) C) and E)
G) None of the above

Question 16

CDI/BDI Marketing Dashboard
 
-If a firm's marketing dashboard displays a CDI of 80 for a consumer packaged good like 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) B) and D)
G) A) and C)

Question 17

The initial purchase of a product by a consumer is referred to as a(n)

Accepted Answer

A)  product sampling.
B)  first buy.
C)  trial.
D)  assessment.
E)  n examination period.F) A) and B)
G) A) and C)

Question 18

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

Accepted Answer

A)  aquarium fish
B)  hoverboards
C)  riding lawn mowers
D)  calculators
E)  backpacksF) None of the above
G) A) and C)

Question 19

The environmental challenges of packaging and labeling are often global in nature.These include all of the following except which?

Accepted Answer

A)  the shortage of viable landfill sites
B)  growth of solid waste
C)  the composition of packaging materials
D)  cultural norms
E)  recyclingF) A) and E)
G) C) and D)

Question 20

Over 50 percent of the dollars spent in the United States on disposable cups and plates go toward the purchase of store brands of these products that are manufacturer by others.________ has been very successful in this disposables category.

Accepted Answer

A)  Generic branding
B)  Multibranding
C)  Co-branding
D)  Multiproduct branding
E)  Private brandingF) B) and E)
G) C) and D)

Exam 11: Managing Successful Products, services, and Brands

The environmental challenges of packaging and labeling are often global in nature.These include all of the following except which?

Correct Answer
verified

Figure 11-5 -According to the concept of the diffusion of innovation,consumers who are leaders in social settings and have slightly above average education are called

Correct Answer
verified

Packaging that provides convenience,product quality,protection,or easy storage offers what kind of benefits?

Correct Answer
verified

In which stage of the product life cycle is it important to broaden distribution of the product?

Correct Answer
verified

There is no set time that a product takes to move through its life cycle.But as a rule,

Correct Answer
verified

A manufacturer of a new all-natural-ingredient shampoo and conditioner puts free samples of the product in Sunday newspapers to

Correct Answer
verified

A contractual agreement whereby one company (licensor) allows its brand name or trademark to be used with products or services offered by another company (licensee) for a royalty or fee is referred to as

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

The initial purchase of a product by a consumer is referred to as a(n)

Correct Answer
verified

A strategy of harvesting may be employed in the decline stage of a product life to

Correct Answer
verified

Which of the following is the first of four steps in building brand equity?

Correct Answer
verified

Over 50 percent of the dollars spent in the United States on disposable cups and plates go toward the purchase of store brands of these products that are manufacturer by others.________ has been very successful in this disposables category.

Correct Answer
verified

Correct Answer
verified

The preference for a specific brand is called ________ demand.

Correct Answer
verified

During the maturity stage of the product life cycle,profit declines primarily because

Correct Answer
verified

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

Correct Answer
verified

Reducing the package content without changing package size while maintaining or increasing the package price 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 value barrier?

Correct Answer
verified

To handle products in the decline stage of the product life cycle,companies often use either a strategy or a strategy.

Correct Answer
verified

Exam 11: Managing Successful Products, services, and Brands

The environmental challenges of packaging and labeling are often global in nature.These include all of the following except which?

Correct AnswerverifiedShow Answer

Figure 11-5 -According to the concept of the diffusion of innovation,consumers who are leaders in social settings and have slightly above average education are called

Correct AnswerverifiedShow Answer

Packaging that provides convenience,product quality,protection,or easy storage offers what kind of benefits?

Correct AnswerverifiedShow Answer

In which stage of the product life cycle is it important to broaden distribution of the product?

Correct AnswerverifiedShow Answer

There is no set time that a product takes to move through its life cycle.But as a rule,

Correct AnswerverifiedShow Answer

A manufacturer of a new all-natural-ingredient shampoo and conditioner puts free samples of the product in Sunday newspapers to

Correct AnswerverifiedShow Answer

A contractual agreement whereby one company (licensor) allows its brand name or trademark to be used with products or services offered by another company (licensee) for a royalty or fee is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The initial purchase of a product by a consumer is referred to as a(n)

Correct AnswerverifiedShow Answer

A strategy of harvesting may be employed in the decline stage of a product life to

Correct AnswerverifiedShow Answer

Which of the following is the first of four steps in building brand equity?

Correct AnswerverifiedShow Answer

Over 50 percent of the dollars spent in the United States on disposable cups and plates go toward the purchase of store brands of these products that are manufacturer by others.________ has been very successful in this disposables category.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The preference for a specific brand is called ________ demand.

Correct AnswerverifiedShow Answer

During the maturity stage of the product life cycle,profit declines primarily because

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Reducing the package content without changing package size while maintaining or increasing the package price 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 value barrier?

Correct AnswerverifiedShow Answer

To handle products in the decline stage of the product life cycle,companies often use either a ________ strategy or a ________ strategy.

Correct AnswerverifiedShow Answer

Correct Answer
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verified

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verified

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verified

Correct Answer
verified

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verified

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verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

To handle products in the decline stage of the product life cycle,companies often use either a strategy or a strategy.

Correct Answer
verified