Question 1

Starbucks sometimes offers a promotion known as the "treat receipt." Patrons purchase a drink of their choice in the morning and then will receive a receipt to turn in after 2:00pm that same day.With the receipt the customer can choose from any grande iced beverage for just .50.Which is the most likely market modification strategy for Starbucks here?

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) A) and B)
G) B) and D)

Question 2

Downsizing reduces the

Accepted Answer

A)   quality of materials without changing the price.
B)   product's price along with the quality of the materials.
C)   package content without changing its size and maintaining or increasing the package price.
D)   number of product features.
E)   number of product items in a product line.F) All of the above
G) C) and E)

Question 3

For many years,Kellogg's Frosted Flakes,a ready-to-eat breakfast cereal,was perceived as a cereal for children.Tony the Tiger,a cartoon character,extolled Frosted Flakes,and advertisements depicted children enjoying the product with Tony in competitive situations.Recently,in response to declining sales of Frosted Flakes,the cereal maker has adopted a new series of advertisements that show adults admitting that they enjoy Frosted Flakes,too.Kellogg's is attempting to

Accepted Answer

A)   develop a perceptual map for Frosted Flakes.
B)   reposition Frosted Flakes.
C)   complete the Frosted Flakes product life cycle.
D)   introduce a new product line extension for Frosted Flakes.
E)   position Frosted Flakes.F) A) and D)
G) A) and C)

Question 4

Market modification refers to a marketing strategy that

Accepted Answer

A)   alters a product's characteristic, such as its quality, performance, or appearance, to increase its value to customers and to increase sales.
B)   manages a product's life cycle by finding new customers, increasing a product's use among existing customers, or creating new use situations.
C)   tries to find new customers and convince users who abandoned the product to purchase again.
D)   drops the lowest producing market segment and replaces it with an entirely new one.
E)   combines the two lowest producing market segments to achieve marketing economies of scale.F) A) and B)
G) A) and E)

Question 5

Packaging that provides convenience,product quality,protection,or easy storage offers what kind of benefits?

Accepted Answer

A)   communication benefits
B)   functional benefits
C)   perceptual benefits
D)   physiological benefits
E)   financial benefitsF) A) and D)
G) B) and E)

Question 6

Mott's applesauce promotes itself as a low-fat alternative to cooking oil for baked goods.Mott's is

Accepted Answer

A)   finding new users through a product modification strategy.
B)   increasing use by existing customers through a product modification strategy.
C)   modifying the product characteristics.
D)   creating new use situations through a market modification strategy.
E)   demarketing the product.F) A) and E)
G) A) and B)

Question 7

To handle products in the decline stage of the product life cycle,companies often use either a __________ strategy or a __________ strategy.

Accepted Answer

A)   divesting; harvesting
B)   diversification; contraction
C)   deletion; harvesting
D)   deletion; diversification
E)   building; divestingF) A) and B)
G) A) and C)

Question 8

Vinyl records,cassette tapes,CDs,and music downloads (MP3 files) are all members of the same

Accepted Answer

A)   product form.
B)   product mix.
C)   product line.
D)   product item.
E)   product class.F) A) and E)
G) A) and B)

Question 9

The primary purpose of a trademark is to

Accepted Answer

A)   legally protect a product's brand name or trade name and prevent others from using it.
B)   allow a company to use the brand name on multiple products in its product line.
C)   legally identify the product as having met government standards for its product item.
D)   help consumers identify a genuine product from a counterfeit product.
E)   capitalize on the brand equity a consumer associates with the symbol, sound, or image.F) A) and E)
G) C) and D)

Question 10

Huggies Photo

-Consider the Huggies photo.Kimberley-Clark has successfully leveraged the strong Huggies brand image among mothers in its use of __________ when it introduced a full line of baby and toddler toiletries.

Accepted Answer

A)   product line branding
B)   subbranding
C)   uniform branding
D)   mixed branding
E)   brand extensionsF) D) and E)
G) A) and C)

Question 11

The appearance of the environment in which the service is delivered and where the firm and customer interact can influence the customer's __________ of the service.

Accepted Answer

A)   creation
B)   branding
C)   exploitation
D)   life cycle
E)   perceptionF) C) and D)
G) A) and B)

Question 12

Describe the concept of diffusion of innovation.Identify the category and incidence in the population for each product adopter.

Accepted Answer

The diffusion of innovation is the exten...

Question 13

The Reynolds Wrap aluminum foil box has two side tabs that say "Press Here to Lock Roll" to keep the roll of foil in place during use.This demonstrates which elements of good packaging?

Accepted Answer

A)   perceptual benefits and functional benefits
B)   protection benefits and functional benefits
C)   communication benefits and perceptual benefits
D)   communication benefits and functional benefits
E)   functional benefits and protection benefitsF) D) and E)
G) A) and B)

Question 14

Service providers use tools such as __________,which consists of charging different prices for different times of the day or during different days of the week to reflect the variations in demand for their services.

Accepted Answer

A)   scale pricing
B)   capacity pricing
C)   down-time pricing
D)   off-peak pricing
E)   fraction pricingF) A) and D)
G) A) and E)

Question 15

Over a decade ago,Survivor premiered as a reality TV show during the summer season when TV ratings are normally low and TV viewing options consisted primarily of reruns.The marketing goals for the first show included making television viewers aware of its existence and generating enough excitement about the show so that millions of viewers would watch the first episode.At the airing of the first show,Survivor was in what stage of its product life cycle?

Accepted Answer

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

Question 16

Some singers record a great song that shoots to the top of the charts.The singers then go on tour and have sold-out concerts everywhere they appear.Just as quickly (particularly if they are unable to follow their first hit song with a second one) ,they are singing in half-filled concert halls,then smaller clubs,and eventually no one wants to hear them perform.Such "one-hit wonder" singers are best categorized as being __________ products (or services) .

Accepted Answer

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

Question 17

The initial purchase of a product by a consumer is referred to as

Accepted Answer

A)   a product sampling.
B)   a first buy.
C)   a trial.
D)   an assessment.
E)   an examination period.F) All of the above
G) None of the above

Question 18

Managers often use two special measures to help identify strong and weak market segments in order to provide direction for marketing efforts.One of these is the CDI,or

Accepted Answer

A)   category development index.
B)   consumer development index.
C)   competitive development index.
D)   channel development index.
E)   customization development index.F) A) and B)
G) A) and E)

Question 19

The customer experience management (CEM) process should

Accepted Answer

A)   allow for spontaneity and not be too rigid or planned.
B)   be unique to each individual customer's experience.
C)   stress the similarities in style, function, and form of the organization's service relative to the top competitors in the industry.
D)   differentiate a service from other service offerings.
E)   be performed by someone outside the firm to guarantee objectivity.F) A) and B)
G) None of the above

Question 20

Gillette budgeted $200 million in advertising to introduce the Fusion razor to male shavers.Such expenditures are often made to stimulate __________,the desire for the product class,rather than for a specific brand,when there are few competitors with the same product.

Accepted Answer

A)   secondary demand
B)   introductory demand
C)   primary demand
D)   discretionary demand
E)   selective demandF) C) and D)
G) B) and E)

Exam 10: Managing Successful Products, services, and Brands

Correct Answer
verified

Managers often use two special measures to help identify strong and weak market segments in order to provide direction for marketing efforts.One of these is the CDI,or

Correct Answer
verified

Correct Answer
verified

Service providers use tools such as __________,which consists of charging different prices for different times of the day or during different days of the week to reflect the variations in demand for their services.

Correct Answer
verified

Market modification refers to a marketing strategy that

Correct Answer
verified

The primary purpose of a trademark is to

Correct Answer
verified

Huggies Photo -Consider the Huggies photo.Kimberley-Clark has successfully leveraged the strong Huggies brand image among mothers in its use of __________ when it introduced a full line of baby and toddler toiletries.

Correct Answer
verified

The appearance of the environment in which the service is delivered and where the firm and customer interact can influence the customer's __________ of the service.

Correct Answer
verified

Describe the concept of diffusion of innovation.Identify the category and incidence in the population for each product adopter.

Correct Answer
verified
The diffusion of innovation is the exten...
View Answer

The customer experience management (CEM) process should

Correct Answer
verified

Correct Answer
verified

To handle products in the decline stage of the product life cycle,companies often use either a strategy or a strategy.

Correct Answer
verified

Packaging that provides convenience,product quality,protection,or easy storage offers what kind of benefits?

Correct Answer
verified

Vinyl records,cassette tapes,CDs,and music downloads (MP3 files) are all members of the same

Correct Answer
verified

Mott's applesauce promotes itself as a low-fat alternative to cooking oil for baked goods.Mott's is

Correct Answer
verified

The initial purchase of a product by a consumer is referred to as

Correct Answer
verified

The Reynolds Wrap aluminum foil box has two side tabs that say "Press Here to Lock Roll" to keep the roll of foil in place during use.This demonstrates which elements of good packaging?

Correct Answer
verified

Downsizing reduces the

Correct Answer
verified

Correct Answer
verified

Gillette budgeted $200 million in advertising to introduce the Fusion razor to male shavers.Such expenditures are often made to stimulate __________,the desire for the product class,rather than for a specific brand,when there are few competitors with the same product.

Correct Answer
verified

Exam 10: Managing Successful Products, services, and Brands

Correct AnswerverifiedShow Answer

Managers often use two special measures to help identify strong and weak market segments in order to provide direction for marketing efforts.One of these is the CDI,or

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Service providers use tools such as __________,which consists of charging different prices for different times of the day or during different days of the week to reflect the variations in demand for their services.

Correct AnswerverifiedShow Answer

Market modification refers to a marketing strategy that

Correct AnswerverifiedShow Answer

The primary purpose of a trademark is to

Correct AnswerverifiedShow Answer

Huggies Photo -Consider the Huggies photo.Kimberley-Clark has successfully leveraged the strong Huggies brand image among mothers in its use of __________ when it introduced a full line of baby and toddler toiletries.

Correct AnswerverifiedShow Answer

The appearance of the environment in which the service is delivered and where the firm and customer interact can influence the customer's __________ of the service.

Correct AnswerverifiedShow Answer

Describe the concept of diffusion of innovation.Identify the category and incidence in the population for each product adopter.

Correct AnswerverifiedThe diffusion of innovation is the exten...View AnswerShow Answer

The customer experience management (CEM) process should

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

To handle products in the decline stage of the product life cycle,companies often use either a __________ strategy or a __________ strategy.

Correct AnswerverifiedShow Answer

Packaging that provides convenience,product quality,protection,or easy storage offers what kind of benefits?

Correct AnswerverifiedShow Answer

Vinyl records,cassette tapes,CDs,and music downloads (MP3 files) are all members of the same

Correct AnswerverifiedShow Answer

Mott's applesauce promotes itself as a low-fat alternative to cooking oil for baked goods.Mott's is

Correct AnswerverifiedShow Answer

The initial purchase of a product by a consumer is referred to as

Correct AnswerverifiedShow Answer

The Reynolds Wrap aluminum foil box has two side tabs that say "Press Here to Lock Roll" to keep the roll of foil in place during use.This demonstrates which elements of good packaging?

Correct AnswerverifiedShow Answer

Downsizing reduces the

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Gillette budgeted $200 million in advertising to introduce the Fusion razor to male shavers.Such expenditures are often made to stimulate __________,the desire for the product class,rather than for a specific brand,when there are few competitors with the same product.

Correct AnswerverifiedShow Answer

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
verified
The diffusion of innovation is the exten...
View Answer

Correct Answer
verified

Correct Answer
verified

To handle products in the decline stage of the product life cycle,companies often use either a strategy or a strategy.

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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