Question 1

A billboard showed simply the shape of a bottle.Typically consumers were able to tell that the ad was for Coca-Cola.Why were consumers able to identify the brand?
 Specifically,what packaging benefit does Coca-Cola use?

Accepted Answer

This shows the importance of the percept...

Question 2

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 really behave.

Accepted Answer

A)   Psychological
B)   Social
C)   Physical
D)   Risk
E)   UsageF) A) and C)
G) A) and B)

Question 3

Desktop PCs are in which stage of their product life cycle according to the textbook?

Accepted Answer

A)   accelerated downturn
B)   cancellation
C)   decline
D)   maturity
E)   devaluationF) A) and C)
G) B) and C)

Question 4

Identify and describe the four branding strategies that product and brand managers use.

Accepted Answer

Product and brand managers use the follo...

Question 5

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

Accepted Answer

A)   Somewhat paradoxically, in the decline stage sales decline even though profits increase.
B)   A product always enters the decline stage as the result of a major product flaw or marketing misstep.
C)   A major reason that a firm's product enters the decline stage is as a result of changes in the marketing environment.
D)   The only real step that can be taken to avoid the decline stage and ultimately extinction is to increase marketing expenditures as soon as the product enters its maturity stage.
E)   Service industries are exempt from the decline stage because of their intangible nature.F) A) and E)
G) A) and B)

Question 6

The stylized blue and white waves that appear in an oval shape on every package of Ocean Spray brand products is an example of a

Accepted Answer

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

Question 7

Experts suggest that the customer experience management (CEM) process should be all of the following except which?

Accepted Answer

A)   consistent
B)   undifferentiated
C)   valuable
D)   intentional
E)   relevantF) B) and D)
G) B) and C)

Question 8

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

Accepted Answer

A)   minimize promotion
B)   increase market share
C)   stress differentiation
D)   gain awareness
E)   maintain brand loyaltyF) C) and D)
G) A) and E)

Question 9

Any container in which a product is offered for sale and on which information is communicated is referred to as

Accepted Answer

A)   a point-of-purchase display.
B)   merchandising.
C)   packaging.
D)   a label.
E)   a product bundle.F) B) and E)
G) B) and C)

Question 10

Under the concept of the diffusion of innovation,consumers who have a fear of debt and depend on neighbors and friends as their information sources are called

Accepted Answer

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

Question 11

Major American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit.Car manufacturers are using which of the following market modification strategies?

Accepted Answer

A)   finding new users
B)   creating new use situations
C)   increasing a product's use by existing customers
D)   modifying the product
E)   reacting to competitors' positionsF) B) and C)
G) All of the above

Question 12

A strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as

Accepted Answer

A)   trimming.
B)   elimination.
C)   paring down.
D)   deletion.
E)   harvesting.F) A) and D)
G) A) and C)

Question 13

The two most common pricing alternatives for products in the introduction stage of the product life cycle are

Accepted Answer

A)   skimming pricing and penetration pricing.
B)   price lining and product line pricing.
C)   markdown pricing and quantity discount pricing.
D)   skimming pricing and bundle pricing.
E)   penetration pricing and experience curve pricing.F) D) and E)
G) C) and E)

Question 14

Define brand equity.List the four sequential steps used to develop brand equity.Which step is the most difficult?

Accepted Answer

Brand equity is the added value a brand ...

Question 15

A manufacturer of a new all-natural-ingredient shampoo and conditioner puts free samples of the product in Sunday newspapers to

Accepted Answer

A)   stimulate laggard usage of the product.
B)   inhibit the innovation diffusion process.
C)   encourage product trial and adoption.
D)   erect product adoption barriers against its competitors.
E)   circumvent the typical adoption cycle.F) C) and D)
G) B) and E)

Question 16

The shapes of the product life cycle for high-learning,low-learning,fashion,and fad products vary as does

Accepted Answer

A)   the actual length of time a product stays in any stage of the life cycle.
B)   the individual criteria selected to place a firm in a stage of the life cycle.
C)   the importance of the marketing mix elements.
D)   the importance of environmental forces.
E)   the importance of new product innovation.F) B) and D)
G) D) and E)

Question 17

Customers will often judge the __________ of the service experience based on the performance of the people providing the service.

Accepted Answer

A)   price
B)   productivity
C)   process
D)   quality
E)   physical environmentF) All of the above
G) C) and E)

Question 18

Explain the importance of branding for service marketers.

Accepted Answer

Since services are intangible,the brand ...

Question 19

Which of the following statements regarding labels is most accurate?

Accepted Answer

A)   Although labels are can carry useful information, the less information communicated, the better.
B)   The brand logo or brand name should always be the largest image on a label.
C)   Labels can be very expensive, but they are important because they often are the first contact the consumer has with the product.
D)   The best labels to use on food products are those that can be easily removed to promote recycling of the package.
E)   One penny for every dollar consumers spend on products goes toward packaging and labeling costs.F) B) and D)
G) A) and E)

Question 20

Products such as Yoplait's Go-GURT portable low-fat yogurt in a tube demonstrate the importance of the __________ of packaging.

Accepted Answer

A)   perceptual benefits
B)   communication benefits
C)   functional benefits
D)   technology
E)   renewable resourcesF) B) and E)
G) B) and D)

Exam 10: Managing Successful Products, services, and Brands

Explain the importance of branding for service marketers.

Correct Answer
verified
Since services are intangible,the brand ...
View Answer

Identify and describe the four branding strategies that product and brand managers use.

Correct Answer
verified
Product and brand managers use the follo...
View Answer

Experts suggest that the customer experience management (CEM) process should be all of the following except which?

Correct Answer
verified

The shapes of the product life cycle for high-learning,low-learning,fashion,and fad products vary as does

Correct Answer
verified

Which of the following statements regarding labels is most accurate?

Correct Answer
verified

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

Correct Answer
verified

Under the concept of the diffusion of innovation,consumers who have a fear of debt and depend on neighbors and friends as their information sources are called

Correct Answer
verified

A strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as

Correct Answer
verified

The stylized blue and white waves that appear in an oval shape on every package of Ocean Spray brand products is an example of a

Correct Answer
verified

Products such as Yoplait's Go-GURT portable low-fat yogurt in a tube demonstrate the importance of the __________ of packaging.

Correct Answer
verified

A manufacturer of a new all-natural-ingredient shampoo and conditioner puts free samples of the product in Sunday newspapers to

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Customers will often judge the __________ of the service experience based on the performance of the people providing the service.

Correct Answer
verified

Define brand equity.List the four sequential steps used to develop brand equity.Which step is the most difficult?

Correct Answer
verified
Brand equity is the added value a brand ...
View Answer

Desktop PCs are in which stage of their product life cycle according to the textbook?

Correct Answer
verified

Major American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit.Car manufacturers are using which of the following market modification strategies?

Correct Answer
verified

A billboard showed simply the shape of a bottle.Typically consumers were able to tell that the ad was for Coca-Cola.Why were consumers able to identify the brand? Specifically,what packaging benefit does Coca-Cola use?

Correct Answer
verified
This shows the importance of the percept...
View Answer

Any container in which a product is offered for sale and on which information is communicated is referred to as

Correct Answer
verified

The two most common pricing alternatives for products in the introduction stage of the product life cycle are

Correct Answer
verified

Exam 10: Managing Successful Products, services, and Brands

Explain the importance of branding for service marketers.

Correct AnswerverifiedSince services are intangible,the brand ...View AnswerShow Answer

Identify and describe the four branding strategies that product and brand managers use.

Correct AnswerverifiedProduct and brand managers use the follo...View AnswerShow Answer

Experts suggest that the customer experience management (CEM) process should be all of the following except which?

Correct AnswerverifiedShow Answer

The shapes of the product life cycle for high-learning,low-learning,fashion,and fad products vary as does

Correct AnswerverifiedShow Answer

Which of the following statements regarding labels is most accurate?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Under the concept of the diffusion of innovation,consumers who have a fear of debt and depend on neighbors and friends as their information sources are called

Correct AnswerverifiedShow Answer

A strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as

Correct AnswerverifiedShow Answer

The stylized blue and white waves that appear in an oval shape on every package of Ocean Spray brand products is an example of a

Correct AnswerverifiedShow Answer

Products such as Yoplait's Go-GURT portable low-fat yogurt in a tube demonstrate the importance of the __________ of packaging.

Correct AnswerverifiedShow Answer

A manufacturer of a new all-natural-ingredient shampoo and conditioner puts free samples of the product in Sunday newspapers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Customers will often judge the __________ of the service experience based on the performance of the people providing the service.

Correct AnswerverifiedShow Answer

Define brand equity.List the four sequential steps used to develop brand equity.Which step is the most difficult?

Correct AnswerverifiedBrand equity is the added value a brand ...View AnswerShow Answer

Desktop PCs are in which stage of their product life cycle according to the textbook?

Correct AnswerverifiedShow Answer

Major American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit.Car manufacturers are using which of the following market modification strategies?

Correct AnswerverifiedShow Answer

A billboard showed simply the shape of a bottle.Typically consumers were able to tell that the ad was for Coca-Cola.Why were consumers able to identify the brand? Specifically,what packaging benefit does Coca-Cola use?

Correct AnswerverifiedThis shows the importance of the percept...View AnswerShow Answer

Any container in which a product is offered for sale and on which information is communicated is referred to as

Correct AnswerverifiedShow Answer

The two most common pricing alternatives for products in the introduction stage of the product life cycle are

Correct AnswerverifiedShow Answer

Correct Answer
verified
Since services are intangible,the brand ...
View Answer

Correct Answer
verified
Product and brand managers use the follo...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Brand equity is the added value a brand ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
This shows the importance of the percept...
View Answer

Correct Answer
verified

Correct Answer
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