FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 11: Managing Successful Products Services and Brands

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 1

Multiple Choice

Review LaterAdd Note

Review Later

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts. One of these indexes is the BDI, or

A) business development index.
B) brand development index.
C) business-portfolio development index.
D) buyers development index.
E) benchmark development index.

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

Correct Answer

verified

B

Question 2

Multiple Choice

Review LaterAdd Note

Review Later

The first step in the sequential building process of brand equity involves

A) developing positive brand awareness.
B) creating a consumer-brand connection.
C) easing consumers' decision making.
D) eliciting the proper consumer responses to a brand's identity and meaning.
E) establishing a brand's meaning in the minds of consumers.

F) B) and D)
G) None of the above

Correct Answer

verified

Show Answer

Question 3

Multiple Choice

Review LaterAdd Note

The concept of the diffusion of innovation shows how a product "diffuses" or spreads through the population over time. The consumer population is divided into five categories of product adopters based on when they adopt (i.e., first buy) a new product. Each product adopter category has a unique profile. Consumers who are venturesome, higher educated, and use multiple information sources are called __________ product adopters.

Which of the following statements about the decline stage of the product life cycle is most accurate?

A statement indicating the liability of the manufacturer for product deficiencies is referred to as a

IKEA sells a portable workbench called the Fahrtfull. The product has many positive features, and in German or Swedish markets, the name describes the product's features well (fahrt meaning travel) . This brand name in the United States, however, may not be as effective due to

A brand name that cannot be spoken is referred to as a

A product life cycle for which the product experiences rapid sales on introduction and then an equally rapid decline is an example of a __________ product.

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

A new exercise video contends that with one day of fasting and a one-hour period of intense cardiovascular exercise, the average individual can lose five pounds a week and be in peak health within six months of starting the program. __________ barriers could doom the new product to failure because the product's claims are not consistent with how consumers think and behave.

Counterfeit products steal sales from the original manufacturer or harm the company's reputation. U.S. companies lose about __________ each year to counterfeit products.

Alka-Seltzer was originally made as a hangover remedy that cured a headache and settled the stomach. Today, you can purchase Original Alka-Seltzer, Extra Strength Alka-Seltzer, Alka-Seltzer Morning Relief (for morning headaches and fatigue) , and Alka-Seltzer Heartburn Relief, each of which has slightly different ingredients to solve the inherent problem identified in its respective brand names. To broaden the product line to increase sales to new target market segments, the makers of Alka-Seltzer used a __________ strategy.

Seventy-one percent of consumers consider __________ to be the best way to evaluate a new product.

A branding strategy in which a firm markets some products under its own name(s) and other products under the name of a reseller because the segment attracted to the reseller is different from its own market is referred to as

Interactive television with video-on-demand capabilities changes how people watch television and how consumers access the Internet. This technology requires significant customer education for most people. What type of product life cycle curve would be associated with this product?

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

Which of the following statements about perceptual benefits conveyed by a product's packaging and labeling is not true?

People who tried a product, were satisfied, and bought it again are called __________ purchasers.

Explain the difference between trading up and trading down when repositioning a product.

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