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Exam 11: Managing Successful Products Services and Brands

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Question 21

Multiple Choice

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The silhouette apple image with a bite taken out of it that appears on every Apple product is an example of a

A) copyright.
B) trade name.
C) trademark.
D) logotype.
E) label.

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

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Question 22

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During the introduction stage of the product life cycle, promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand. The consumer demand that is stimulated is referred to as __________ demand.

A) selective
B) primary
C) derived
D) generic
E) secondary

F) C) and E)
G) A) and D)

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Question 23

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Gatorade is classified as a(n) __________ brand.

The __________ stage of the product life cycle is characterized by the slowing of total industry sales or product class revenue, causing marginal competitors to begin leaving the market.

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 CDI, or

All of the following are true about the length of product life cycles except

In the late 1950s and 1960s, television westerns were extremely popular. These adventure shows had settings and costumes that were very unlike other shows of that time (comedy, variety, crime, etc.) . Popular programs included Gunsmoke, Bonanza, Wagon Train, The Big Valley etc. When ratings declined as viewers gradually stopped watching this TV genre, production companies found the networks no longer wanted to buy and televise such shows. The production companies used a(n) __________ strategy and stopped production on all television westerns when the networks stopped showing them.

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

An organization's use of a name, phrase, design, symbol, or combination of these to identify its products and distinguish them from those of competitors is referred to as

The Toro Co. makes Toro snowblowers, Toro lawn mowers, Toro yard tools, and Toro sprinkler systems. The Toro Co. uses a __________ strategy.

Mars, Inc., sells Snickers, Milky Way, Twix, Skittles, Dove, Starburst, M&Ms, and Three Musketeer candy. This variety of brand names is typical of a __________ strategy.

During the __________ stage of the product life cycle, product proliferation occurs to help differentiate a company's brand from competitors.

Another name for multiproduct branding is

In terms of the diffusion of innovation, early adopters account for __________ percent of product adopters.

When Wendy's wants to increase the value of its Dave's Hot 'N Juicy cheeseburger to its customers, it combines complementary items (French fries and a soft drink-a medium-sized Coke with the burger) to expedite the ordering process, given the myriad of menu order options available. This product modification approach is called

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

Companies can choose from among several different branding strategies, which include: (1) __________, (2) multibranding, (3) private branding, or (4) and mixed branding.

A __________ product is one for which significant customer education is required and there is an extended introductory period.

What is the difference between a brand name and a trade name? Give an example of each.

When Proctor & Gamble revamped Pantene shampoo and conditioner with a new vitamin formula and relaunched the brand with a multimillion-dollar advertising and promotion campaign, what strategy did it use to manage the product through its life cycle?