Question 1

Sealy,the self-proclaimed largest manufacturer of mattresses in the United States,recently set out to redefine its place in the bedrooms of America.No longer was it going to be known as simply a mattress company.Now the name Sealy was going to be known as the world's leading "sleep wellness provider." This is an example of

Accepted Answer

A)   reverse marketing.
B)   demarketing.
C)   repositioning.
D)   resegmenting.
E)   positioning.F) D) and E)
G) A) and D)

Question 2

At which stage of the product life cycle are microwave ovens?

Accepted Answer

A)   introduction
B)   growth
C)   maturity
D)   decline
E)   accelerated developmentF) A) and B)
G) A) and C)

Question 3

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) C) and E)
G) A) and B)

Question 4

The marketers used all of the following "ignitions" to spark interest in the Secret deodorant brand with consumers except which?

Accepted Answer

A)   paid search on search engines
B)   public relations
C)   Facebook
D)   its website, secret.com
E)   brand ambassadorsF) B) and D)
G) A) and E)

Question 5

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.

Accepted Answer

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

Question 6

Combining a corporate or family brand with a new brand to distinguish a part of its product line from others is referred to as

Accepted Answer

A)   subbranding.
B)   multibranding.
C)   mixed branding.
D)   private branding.
E)   family branding.F) A) and E)
G) C) and E)

Question 7

Figure 10-1 
-Figure 10-1 represents the stages of the product life cycle.What does the curve labeled Y 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) A) and D)

Question 8

The desire for a product class rather than for a specific brand is called __________ demand.

Accepted Answer

A)   selective
B)   primary
C)   derived
D)   generic
E)   secondaryF) A) and D)
G) None of the above

Question 9

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)   defective products
E)   recyclingF) A) and D)
G) A) and C)

Question 10

Gatorade is most likely in which stage of its product life cycle?

Accepted Answer

A)   introduction
B)   growth
C)   maturity
D)   decline
E)   fadF) C) and E)
G) A) and E)

Question 11

The appearance of competitors often signals the beginning of the __________ stage of the product life cycle.

Accepted Answer

A)   decline
B)   maturity
C)   introduction
D)   growth
E)   harvestF) B) and E)
G) D) and E)

Question 12

Under the concept of the diffusion of innovation,consumers who are skeptical and with below average social status are called

Accepted Answer

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

Question 13

Multiproduct branding refers to a branding strategy

Accepted Answer

A)   that involves giving each product a distinct name when each brand is intended for a different market segment.
B)   that uses different brand names for the same product across multiple countries.
C)   in which a company uses one name for all its products in a product class.
D)   in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer.
E)   in which a company uses a contractual agreement to allow someone else to use its brand name for a fee.F) A) and D)
G) C) and D)

Question 14

Which of the following is one of the four alternatives for branding strategy that companies can employ?

Accepted Answer

A)   retailer branding
B)   intermediary branding
C)   brand licensing
D)   multiproduct branding
E)   business brandingF) B) and C)
G) A) and E)

Question 15

What is the marketing objective for the introduction stage of the product life cycle?

Accepted Answer

A)   harvesting
B)   market share
C)   stress differentiation
D)   maintain brand loyalty
E)   gain awarenessF) A) and B)
G) A) and C)

Question 16

Kemps makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy) .Kemps pays Wrigley,the owner of the Life Savers brand name,a fee to market this product.This is most likely an example of

Accepted Answer

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

Question 17

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

Accepted Answer

Often a company decides to reposition it...

Question 18

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)   early majority.
D)   late majority.
E)   laggards.F) C) and D)
G) B) and D)

Question 19

All of the following comprise the seven Ps of services marketing except which?

Accepted Answer

A)   product
B)   process
C)   profitability
D)   people
E)   physical environmentF) D) and E)
G) A) and B)

Question 20

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

Accepted Answer

A)   easing consumers' decision making
B)   forming a brand personality
C)   creating a consumer-brand connection
D)   rewarding loyal customer behavior
E)   developing brand licensing criteriaF) All of the above
G) A) and B)

Exam 10: Managing Successful Products, services, and Brands

Kemps makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy) .Kemps pays Wrigley,the owner of the Life Savers brand name,a fee to market this product.This is most likely an example of

Correct Answer
verified

Gatorade is most likely in which stage of its product life cycle?

Correct Answer
verified

The appearance of competitors often signals the beginning of the __________ stage of the product life cycle.

Correct Answer
verified

Multiproduct branding refers to a branding strategy

Correct Answer
verified

Correct Answer
verified

All of the following comprise the seven Ps of services marketing except which?

Correct Answer
verified

Combining a corporate or family brand with a new brand to distinguish a part of its product line from others is referred to as

Correct Answer
verified

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

Correct Answer
verified

At which stage of the product life cycle are microwave ovens?

Correct Answer
verified

The marketers used all of the following "ignitions" to spark interest in the Secret deodorant brand with consumers except which?

Correct Answer
verified

What is the marketing objective for the introduction stage of the product life cycle?

Correct Answer
verified

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

Correct Answer
verified

The desire for a product class rather than for a specific brand is called __________ demand.

Correct Answer
verified

Which of the following is one of the four alternatives for branding strategy that companies can employ?

Correct Answer
verified

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

Correct Answer
verified
Often a company decides to reposition it...
View Answer

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.

Correct Answer
verified

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

Under the concept of the diffusion of innovation,consumers who are skeptical and with below average social status are called

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

Correct Answer
verified

Exam 10: Managing Successful Products, services, and Brands

Kemps makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy) .Kemps pays Wrigley,the owner of the Life Savers brand name,a fee to market this product.This is most likely an example of

Correct AnswerverifiedShow Answer

Gatorade is most likely in which stage of its product life cycle?

Correct AnswerverifiedShow Answer

The appearance of competitors often signals the beginning of the __________ stage of the product life cycle.

Correct AnswerverifiedShow Answer

Multiproduct branding refers to a branding strategy

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

All of the following comprise the seven Ps of services marketing except which?

Correct AnswerverifiedShow Answer

Combining a corporate or family brand with a new brand to distinguish a part of its product line from others is referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

At which stage of the product life cycle are microwave ovens?

Correct AnswerverifiedShow Answer

The marketers used all of the following "ignitions" to spark interest in the Secret deodorant brand with consumers except which?

Correct AnswerverifiedShow Answer

What is the marketing objective for the introduction stage of the product life cycle?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The desire for a product class rather than for a specific brand is called __________ demand.

Correct AnswerverifiedShow Answer

Which of the following is one of the four alternatives for branding strategy that companies can employ?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedOften a company decides to reposition it...View AnswerShow Answer

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.

Correct AnswerverifiedShow Answer

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

Under the concept of the diffusion of innovation,consumers who are skeptical and with below average social status are called

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

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Often a company decides to reposition it...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified