Question 1

Your product has been suffering from steadily eroding sales.You have tried a number of options to revitalize the product's sales and profits,but after seven changes in your strategy,you have yet to find success.Which of the following actions would be the least appropriate next step?

Accepted Answer

A)   Delete the product from the line.
B)   Retain the product, but reduce its marketing costs.
C)   Stimulate primary demand.
D)   Stimulate selective demand.
E)   Rebrand the product.F) B) and E)
G) A) and D)

Question 2

When the Egg Farmers of Canada implemented its "Get Cracking" advertising campaign,the organization was trying to stimulate __________ demand.

Accepted Answer

A)   secondary
B)   selective
C)   derived
D)   generic
E)   primaryF) A) and B)
G) A) and C)

Question 3

A publicity tool frequently used by nonprofit services,which uses free space or time donated by the media,is referred to as

Accepted Answer

A)   a promotion.
B)   an advertisement.
C)   a press release.
D)   a cooperative advertisement.
E)   a public service announcement.F) B) and C)
G) A) and E)

Question 4

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies attempt to __________ new product adoption.

Accepted Answer

A)   accelerate satisfaction with
B)   stabilize at maturity a
C)   minimize growth in competition during
D)   overcome barriers to
E)   prevent the precipitous decline ofF) B) and E)
G) A) and B)

Question 5

Sony sells a 75" XBR-X940D television with 4K resolution,HDR support,Android TV interface with a multitude of apps,and a premium direct LED lighting system.This Sony TV is in which stage of its product life cycle?

Accepted Answer

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

Question 6

There are several reasons a consumer would be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a psychological barrier,which occurs when

Accepted Answer

A)   there is no incentive to change.
B)   there are physical, economic, or social risks.
C)   there are cultural differences or image problems.
D)   the financial commitment is too great.
E)   the product is not consistent with existing habits.F) B) and E)
G) All of the above

Question 7

All of the following are responsibilities of a product or brand manager except which?

Accepted Answer

A)   engaging in extensive data analysis related to their products and brands
B)   developing new products
C)   managing existing products through the stages of their life cycles
D)   developing and implementing strategies at the corporate level
E)   developing and executing a marketing program described in an annual marketing plan for the product lineF) A) and E)
G) None of the above

Question 8

All of the following are true about the price element of services except which?

Accepted Answer

A)   Price can be referred to in a variety of terms.
B)   Price can affect consumer perceptions of the service.
C)   Price can be kept consistent through the use of off-peak pricing.
D)   Price can be used in capacity management.
E)   Price can be used in services to imply a higher quality.F) A) and B)
G) B) and D)

Question 9

Figure 10-5 
-The consumers represented by Segment A in Figure 10-5 are called

Accepted Answer

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

Question 10

Apple introduced the iPhone and iPad with multitouch screens,as well as the Magic Trackpad,also a multitouch device.These devices require consumers to use gestures (touch,swipe,tap,etc.) to perform various functions.This could make the mouse,a device Apple invented in 1977 for its Apple II,obsolete.With the emergence of multitouch technologies,the mouse most likely is now in the __________ stage of its product life cycle.

Accepted Answer

A)   introduction
B)   decline
C)   maturity
D)   deletion
E)   harvestingF) A) and E)
G) D) and E)

Question 11

A company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and to

Accepted Answer

A)   capitalize on the price insensitivity of early buyers.
B)   discourage competition from other manufacturers.
C)   ease the product into its maturity stage.
D)   gain the largest unit sales possible.
E)   gain more distribution outlets.F) B) and C)
G) None of the above

Question 12

For any product to be successful,it must be purchased by

Accepted Answer

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

Question 13

Promotional expenditures at the introduction stage of the product life cycle are best spent on

Accepted Answer

A)   contests and sweepstakes to stimulate selective demand.
B)   product samples to create secondary demand.
C)   advertising to stimulate primary demand.
D)   personal endorsements to generate word-of-mouth demand.
E)   coupons to maintain brand loyalty or static demand.F) A) and B)
G) C) and D)

Question 14

Adding value to the product (or line) through additional features or higher-quality materials is referred to as

Accepted Answer

A)   trading up.
B)   trading down.
C)   product enhancement.
D)   product extension.
E)   quality infusement.F) A) and B)
G) C) and D)

Question 15

At which stage of the product life cycle is a company likely to have its most complete product line?

Accepted Answer

A)   introduction
B)   growth
C)   maturity
D)   decline
E)   accelerated developmentF) All of the above
G) A) and E)

Question 16

Figure 10-6

-Figure 10-6 shows the sequential process of building brand equity.The second step is to establish a brand's meaning in the minds of consumers.This step consists of two dimensions,B and C,which represent

Accepted Answer

A)   brand performance and brand imagery.
B)   brand identity and brand emotion.
C)   consumer judgments and consumer feelings.
D)   brand awareness and consumer-brand connection.
E)   consumer feelings and brand imagery.F) None of the above
G) A) and E)

Question 17

In the seven Ps of services marketing,process refers to

Accepted Answer

A)   the patented steps of service encounters that distinguish one service provider from another.
B)   licensed procedures that have met ISO 9000 guidelines for safety.
C)   the procedures, mechanisms, and flow of activities by which the service is created and delivered.
D)   a protocol for behaviors and activities for people-based rather than technology-based services.
E)   the decisions consumers' make during the purchase of services.F) B) and D)
G) A) and D)

Question 18

All of the following are barriers to the adoption of new products except which?

Accepted Answer

A)   risk
B)   regulatory
C)   psychological
D)   usage
E)   valueF) All of the above
G) C) and D)

Question 19

Figure 10-5 
-The consumers represented by C in Figure 10-5 are called

Accepted Answer

A)   innovators.
B)   late majority.
C)   early majority.
D)   early adopters.
E)   laggards.F) None of the above
G) C) and E)

Question 20

Products that experience rapid sales on introduction and then an equally rapid decline are called __________ products.

Accepted Answer

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

Exam 10: Managing Successful Products, services, and Brands

Products that experience rapid sales on introduction and then an equally rapid decline are called __________ products.

Correct Answer
verified

When the Egg Farmers of Canada implemented its "Get Cracking" advertising campaign,the organization was trying to stimulate __________ demand.

Correct Answer
verified

Your product has been suffering from steadily eroding sales.You have tried a number of options to revitalize the product's sales and profits,but after seven changes in your strategy,you have yet to find success.Which of the following actions would be the least appropriate next step?

Correct Answer
verified

There are several reasons a consumer would be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a psychological barrier,which occurs when

Correct Answer
verified

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies attempt to __________ new product adoption.

Correct Answer
verified

Sony sells a 75" XBR-X940D television with 4K resolution,HDR support,Android TV interface with a multitude of apps,and a premium direct LED lighting system.This Sony TV is in which stage of its product life cycle?

Correct Answer
verified

All of the following are barriers to the adoption of new products except which?

Correct Answer
verified

All of the following are true about the price element of services except which?

Correct Answer
verified

A publicity tool frequently used by nonprofit services,which uses free space or time donated by the media,is referred to as

Correct Answer
verified

Figure 10-6 -Figure 10-6 shows the sequential process of building brand equity.The second step is to establish a brand's meaning in the minds of consumers.This step consists of two dimensions,B and C,which represent

Correct Answer
verified

All of the following are responsibilities of a product or brand manager except which?

Correct Answer
verified

Promotional expenditures at the introduction stage of the product life cycle are best spent on

Correct Answer
verified

Adding value to the product (or line) through additional features or higher-quality materials is referred to as

Correct Answer
verified

Correct Answer
verified

A company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and to

Correct Answer
verified

Figure 10-5 -The consumers represented by Segment A in Figure 10-5 are called

Correct Answer
verified

At which stage of the product life cycle is a company likely to have its most complete product line?

Correct Answer
verified

Figure 10-5 -The consumers represented by C in Figure 10-5 are called

Correct Answer
verified

In the seven Ps of services marketing,process refers to

Correct Answer
verified

For any product to be successful,it must be purchased by

Correct Answer
verified

Exam 10: Managing Successful Products, services, and Brands

Products that experience rapid sales on introduction and then an equally rapid decline are called __________ products.

Correct AnswerverifiedShow Answer

When the Egg Farmers of Canada implemented its "Get Cracking" advertising campaign,the organization was trying to stimulate __________ demand.

Correct AnswerverifiedShow Answer

Your product has been suffering from steadily eroding sales.You have tried a number of options to revitalize the product's sales and profits,but after seven changes in your strategy,you have yet to find success.Which of the following actions would be the least appropriate next step?

Correct AnswerverifiedShow Answer

There are several reasons a consumer would be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a psychological barrier,which occurs when

Correct AnswerverifiedShow Answer

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies attempt to __________ new product adoption.

Correct AnswerverifiedShow Answer

Sony sells a 75" XBR-X940D television with 4K resolution,HDR support,Android TV interface with a multitude of apps,and a premium direct LED lighting system.This Sony TV is in which stage of its product life cycle?

Correct AnswerverifiedShow Answer

All of the following are barriers to the adoption of new products except which?

Correct AnswerverifiedShow Answer

All of the following are true about the price element of services except which?

Correct AnswerverifiedShow Answer

A publicity tool frequently used by nonprofit services,which uses free space or time donated by the media,is referred to as

Correct AnswerverifiedShow Answer

Figure 10-6 -Figure 10-6 shows the sequential process of building brand equity.The second step is to establish a brand's meaning in the minds of consumers.This step consists of two dimensions,B and C,which represent

Correct AnswerverifiedShow Answer

All of the following are responsibilities of a product or brand manager except which?

Correct AnswerverifiedShow Answer

Promotional expenditures at the introduction stage of the product life cycle are best spent on

Correct AnswerverifiedShow Answer

Adding value to the product (or line) through additional features or higher-quality materials is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and to

Correct AnswerverifiedShow Answer

Figure 10-5 -The consumers represented by Segment A in Figure 10-5 are called

Correct AnswerverifiedShow Answer

At which stage of the product life cycle is a company likely to have its most complete product line?

Correct AnswerverifiedShow Answer

Figure 10-5 -The consumers represented by C in Figure 10-5 are called

Correct AnswerverifiedShow Answer

In the seven Ps of services marketing,process refers to

Correct AnswerverifiedShow Answer

For any product to be successful,it must be purchased by

Correct AnswerverifiedShow Answer

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