Question 1

During the __________ stage of the product life cycle,product proliferation occurs as competitors attempt to differentiate their company's brand from others.

Accepted Answer

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

Question 2

Figure 10-1 
-Figure 10-1 represents the stages of the product life cycle.What does the curve labeled X represent?

Accepted Answer

A)   total variable costs
B)   total fixed costs
C)   total industry profit
D)   total industry sales revenue
E)   total research and development costsF) B) and E)
G) None of the above

Question 3

Figure 10-7

-Companies can employ several different branding strategies.In Figure 10-7,D represents a __________ strategy.

Accepted Answer

A)   retailer branding
B)   multiproduct branding
C)   multibranding
D)   private branding
E)   mixed brandingF) D) and E)
G) A) and B)

Question 4

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) A) and B)
G) None of the above

Question 5

When a company uses a product line extension,it

Accepted Answer

A)   markets a product under a new brand name so that consumers will view it as an entirely new product line.
B)   markets a new product with the current brand name to enter a new market segment in its product class.
C)   speeds up the movement of a product through its product life cycle.
D)   contracts with another firm to manufacture modified versions of the original products.
E)   applies the current brand name to enter a completely different product class.F) A) and E)
G) A) and D)

Question 6

When a company sells a new product with the current brand name to enter a new market segment in its product class,it is using a __________ strategy.

Accepted Answer

A)   mixed branding
B)   brand extension
C)   co-branding
D)   family branding
E)   product line extensionF) B) and D)
G) A) and B)

Question 7

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in

Accepted Answer

A)   lower product prices for consumers because of lower labor, raw material, and packaging costs.
B)   a greener environment due to the reduction in the amount of packaging, thereby reducing the amount of waste disposed in landfills.
C)   fewer product choices for consumers that led to rising prices.
D)   keeping prices from rising in response to the psychological barriers consumers have developed for downsized products.
E)   a subtle, deceptive, yet legal practice of disguising a price increase.F) A) and E)
G) A) and D)

Question 8

A manufacturer can successfully use mixed branding because

Accepted Answer

A)   it involves giving each product a distinct brand name.
B)   the segment attracted to the reseller product is different from its own targeted market segment.
C)   the company uses one name for all of its products for the sake of simplicity.
D)   it is easy to do.
E)   it produces lower profits for the reseller and higher profits for the manufacturer.F) C) and D)
G) B) and D) B

Question 9

Figure 10-6

-Figure 10-6 shows the sequential process of building brand equity.F represents the fourth and last step,which is to

Accepted Answer

A)   elicit the proper consumer responses to a brand's identity and meaning.
B)   develop positive brand awareness.
C)   reward loyal customer behavior.
D)   establish a brand's meaning in the minds of consumers.
E)   create a consumer-brand connection.F) A) and E)
G) C) and D) E

Question 10

Brand equity refers to

Accepted Answer

A)   the resources invested to create a name, phrase, design, symbol, or combination of these to identify a firm's products and distinguish them from those of its competitors.
B)   the difference between the revenues generated and the costs incurred to sell a product.
C)   increasing the content contained within the brand's package without changing its size or increasing its price.
D)   the net present value of the royalties the firm receives as a result of licensing its brand to other firms to manufacture and/or market.
E)   the added value a brand name gives to a product beyond the functional benefits provided.F) A) and B)
G) A) and C)

Question 11

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

Accepted Answer

The manufacturer may use either a multip...

Question 12

All of the following are market modification strategies except which?

Accepted Answer

A)   creating a new use situation
B)   finding new customers
C)   changing a product's appearance
D)   targeting new market segments
E)   increasing a product's use among existing customersF) A) and E)
G) B) and E) C

Question 13

A product manager is sometimes called a

Accepted Answer

A)   chief marketing officer (CMO) .
B)   brand manager.
C)   marketing manager.
D)   category manager.
E)   sales manager.F) A) and D)
G) A) and E)

Question 14

Brand personality refers to

Accepted Answer

A)   the personification of a brand in terms of its benefits.
B)   a brand name that cannot be spoken.
C)   a set of human characteristics associated with a brand name.
D)   the added value a brand name gives to a product beyond the functional benefits provided.
E)   the embedded association between a company spokesman or paid celebrity and the product itself.F) C) and E)
G) A) and E)

Question 15

Identify and describe the stages of the generalized product life cycle.For each stage,specify the marketing objective a firm should attempt to achieve.

Accepted Answer

There are four stages of the generalized...

Question 16

The central element of the marketing strategy for Pez Candy,Inc.,is the

Accepted Answer

A)   price.
B)   breath mint.
C)   availability.
D)   container.
E)   fulfillment.F) A) and D)
G) C) and D)

Question 17

Figure 10-3 
-The product life cycle shown in D in Figure 10-3 is an example of a __________ product.

Accepted Answer

A)   high-learning
B)   low-learning
C)   fashion
D)   fad
E)   generalizedF) B) and D)
G) C) and E)

Question 18

If a firm's marketing dashboard displays a BDI over 100 for a consumer packaged good,such as 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) A) and E)
G) B) and E)

Question 19

The identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use,thereby preventing others from using it,is referred to as a

Accepted Answer

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

Question 20

Brand equity provides a financial advantage for a brand's owner because successful,established brand names have an economic value in the sense that they are

Accepted Answer

A)   tangible assets.
B)   intangible assets.
C)   durable goods.
D)   nondurable goods.
E)   immaterial equity.F) B) and E)
G) None of the above

Exam 10: Managing Successful Products, services, and Brands

During the __________ stage of the product life cycle,product proliferation occurs as competitors attempt to differentiate their company's brand from others.

Correct AnswerverifiedShow Answer

Figure 10-1 -Figure 10-1 represents the stages of the product life cycle.What does the curve labeled X represent?

Correct AnswerverifiedShow Answer

Figure 10-7 -Companies can employ several different branding strategies.In Figure 10-7,D represents a __________ strategy.

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

When a company uses a product line extension,it

Correct AnswerverifiedShow Answer

When a company sells a new product with the current brand name to enter a new market segment in its product class,it is using a __________ strategy.

Correct AnswerverifiedShow Answer

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in

Correct AnswerverifiedShow Answer

A manufacturer can successfully use mixed branding because

Correct AnswerverifiedB

Figure 10-6 -Figure 10-6 shows the sequential process of building brand equity.F represents the fourth and last step,which is to

Correct AnswerverifiedE

Brand equity refers to

Correct AnswerverifiedShow Answer

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

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

All of the following are market modification strategies except which?

Correct AnswerverifiedC

A product manager is sometimes called a

Correct AnswerverifiedShow Answer

Brand personality refers to

Correct AnswerverifiedShow Answer

Identify and describe the stages of the generalized product life cycle.For each stage,specify the marketing objective a firm should attempt to achieve.

Correct AnswerverifiedThere are four stages of the generalized...View AnswerShow Answer

The central element of the marketing strategy for Pez Candy,Inc.,is the

Correct AnswerverifiedShow Answer

Figure 10-3 -The product life cycle shown in D in Figure 10-3 is an example of a __________ product.

Correct AnswerverifiedShow Answer

If a firm's marketing dashboard displays a BDI over 100 for a consumer packaged good,such as Hawaiian Punch,this indicates which of the following?

Correct AnswerverifiedShow Answer

The identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use,thereby preventing others from using it,is referred to as a

Correct AnswerverifiedShow Answer

Brand equity provides a financial advantage for a brand's owner because successful,established brand names have an economic value in the sense that they are

Correct AnswerverifiedShow Answer

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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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B

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E

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The manufacturer may use either a multip...
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C

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There are four stages of the generalized...
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