Question 1

Which of the following is false about a multibranding strategy?

Accepted Answer

A)   With a multibranding strategy, there is no risk that a product failure will affect other products in the line.
B)   Some large firms have found that the complexity and expense of implementing a multibranding strategy outweigh its benefits.
C)   With a multibranding strategy, each brand is unique to each market segment.
D)   A multibranding strategy is used when a firm produces products and sells them under the brand name of a wholesaler or retailer.
E)   Some multibrands are introduced to confront competitors' brands.F) B) and D)
G) All of the above

Question 2

Figure 10-7

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

Accepted Answer

A)   retailer branding
B)   multiproduct branding
C)   multibranding
D)   private branding
E)   mixed brandingF) C) and D)
G) None of the above

Question 3

The lack of profit in the introductory stage of the product life cycle is very often the result of

Accepted Answer

A)   pricing the product too low in an attempt to quickly gain market share.
B)   targeting the wrong target market segment.
C)   a lack of wholesaler support.
D)   the large investment costs in product development.
E)   ineffective execution of the marketing program.F) A) and E)
G) A) and D)

Question 4

As product adopters in the diffusion of innovation,members of the early majority

Accepted Answer

A)   have a fear of debt and use neighbors and friends as information sources.
B)   are skeptical and have below average social status.
C)   are deliberate and use many informal social contacts.
D)   are leaders in social settings and have a slightly above average education.
E)   are venturesome, highly educated, and use multiple information sources.F) C) and E)
G) C) and D)

Question 5

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

Accepted Answer

A)   introduction
B)   maturity
C)   growth
D)   stability
E)   declineF) D) and E)
G) B) and E)

Question 6

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

Accepted Answer

A)   introduction
B)   maturity
C)   growth
D)   accelerated development
E)   declineF) D) and E)
G) A) and D)

Question 7

The Make a Wish Foundation brand name is especially effective because it

Accepted Answer

A)   is easy to spell and pronounce.
B)   is not easily imitated.
C)   suggests the service's benefits.
D)   demands a hint of moral obligation.
E)   is devoid of emotion.F) A) and B)
G) All of the above

Question 8

If a firm's marketing dashboard displays a CDI 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) C) and E)
G) A) and E)

Question 9

Which of the following occurs during the decline stage of the product life cycle?

Accepted Answer

A)   Sales drop.
B)   Flanking product lines are added.
C)   The product becomes less vulnerable to changes in the marketing environment.
D)   Promotional support is increased.
E)   Competition becomes intense as more competitors enter the market.F) A) and C)
G) C) and E)

Question 10

What role do people play in the managing of services?
 In answering the question,discuss the concept of customer experience management (CEM).

Accepted Answer

Many services depend on people for the c...

Question 11

New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as

Accepted Answer

A)   co-brands.
B)   private brands.
C)   fighting brands.
D)   brand extensions.
E)   subbrands.F) All of the above
G) A) and B)

Question 12

Figure 10-7

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

Accepted Answer

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

Question 13

Which of the following statements regarding service branding is most accurate?

Accepted Answer

A)   New services cannot be patented and therefore are rarely branded.
B)   Because services are intangible and more difficult to describe, brand names and logos are of critical importance.
C)   Services must include the word service in each brand name to inform customers they are not purchasing a tangible product.
D)   Brand reputation has little impact on a firm's ability to introduce new services.
E)   Unlike tangible products, services do not use subbranding.F) A) and E)
G) D) and E)

Question 14

An aging baby boomer population has led to increased interest in developing and marketing products to satisfy the needs of this large market.As a result,moisturizing lotions and creams such as Oil of Olay are now repositioned as "age-defying" products.This is an example of which product repositioning action?

Accepted Answer

A)   reaching a new market
B)   reacting to a competitor's position
C)   trading up
D)   changing the value offered
E)   product modificationF) B) and E)
G) All of the above

Question 15

Brand extensions is the practice of

Accepted Answer

A)   manufacturing a product under a new name that consumers will view as an entirely new product line.
B)   manufacturing a new product with the same brand name for a new market segment in the same product class.
C)   manufacturing accessory products for the base offering, such as Barbie clothes for Barbie dolls.
D)   licensing another firm to manufacture modified versions of the original product.
E)   applying the current brand name to enter a completely different product class.F) C) and D)
G) B) and E)

Question 16

The marketing objective for a product in the __________ stage of the product life cycle is to create consumer awareness and stimulate trial.

Accepted Answer

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

Question 17

A strategy of harvesting may be employed in the decline stage of a product life to

Accepted Answer

A)   maintain primary demand for a product category.
B)   acquire as many new customers as possible.
C)   maintain the ability to meet ongoing customers' requests.
D)   eliminate all production costs.
E)   reposition the product.F) D) and E)
G) B) and C)

Question 18

At which stage in the product life cycle do industry profits usually peak?

Accepted Answer

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

Question 19

What are the five shapes that a product life cycle can take?
 For each type,describe (as an option,draw)its characteristics.

Accepted Answer

The generalized product life cycle (PLC)...

Question 20

Many U.S.consumers purchase store brands like Kirkland at Costco because they provide a lower cost alternative to other brands,and such brands have about an 18 percent market share.Companies like Costco use a __________ strategy to sell products that they do not manufacturer themselves.

Accepted Answer

A)   generic branding
B)   multibranding
C)   co-branding
D)   multiproduct branding
E)   private brandingF) C) and D)
G) C) and E)

Exam 10: Managing Successful Products, services, and Brands

Which of the following statements regarding service branding is most accurate?

Correct Answer
verified

What are the five shapes that a product life cycle can take? For each type,describe (as an option,draw)its characteristics.

Correct Answer
verified
The generalized product life cycle (PLC)...
View Answer

Which of the following occurs during the decline stage of the product life cycle?

Correct Answer
verified

A strategy of harvesting may be employed in the decline stage of a product life to

Correct Answer
verified

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

Correct Answer
verified

The lack of profit in the introductory stage of the product life cycle is very often the result of

Correct Answer
verified

Brand extensions is the practice of

Correct Answer
verified

New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as

Correct Answer
verified

The Make a Wish Foundation brand name is especially effective because it

Correct Answer
verified

At which stage in the product life cycle do industry profits usually peak?

Correct Answer
verified

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

Correct Answer
verified

Many U.S.consumers purchase store brands like Kirkland at Costco because they provide a lower cost alternative to other brands,and such brands have about an 18 percent market share.Companies like Costco use a __________ strategy to sell products that they do not manufacturer themselves.

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

The marketing objective for a product in the __________ stage of the product life cycle is to create consumer awareness and stimulate trial.

Correct Answer
verified

What role do people play in the managing of services? In answering the question,discuss the concept of customer experience management (CEM).

Correct Answer
verified
Many services depend on people for the c...
View Answer

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

Correct Answer
verified

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

Correct Answer
verified

Which of the following is false about a multibranding strategy?

Correct Answer
verified

As product adopters in the diffusion of innovation,members of the early majority

Correct Answer
verified

Exam 10: Managing Successful Products, services, and Brands

Which of the following statements regarding service branding is most accurate?

Correct AnswerverifiedShow Answer

What are the five shapes that a product life cycle can take? For each type,describe (as an option,draw)its characteristics.

Correct AnswerverifiedThe generalized product life cycle (PLC)...View AnswerShow Answer

Which of the following occurs during the decline stage of the product life cycle?

Correct AnswerverifiedShow Answer

A strategy of harvesting may be employed in the decline stage of a product life to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The lack of profit in the introductory stage of the product life cycle is very often the result of

Correct AnswerverifiedShow Answer

Brand extensions is the practice of

Correct AnswerverifiedShow Answer

New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as

Correct AnswerverifiedShow Answer

The Make a Wish Foundation brand name is especially effective because it

Correct AnswerverifiedShow Answer

At which stage in the product life cycle do industry profits usually peak?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Many U.S.consumers purchase store brands like Kirkland at Costco because they provide a lower cost alternative to other brands,and such brands have about an 18 percent market share.Companies like Costco use a __________ strategy to sell products that they do not manufacturer themselves.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The marketing objective for a product in the __________ stage of the product life cycle is to create consumer awareness and stimulate trial.

Correct AnswerverifiedShow Answer

What role do people play in the managing of services? In answering the question,discuss the concept of customer experience management (CEM).

Correct AnswerverifiedMany services depend on people for the c...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is false about a multibranding strategy?

Correct AnswerverifiedShow Answer

As product adopters in the diffusion of innovation,members of the early majority

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
The generalized product life cycle (PLC)...
View 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
Many services depend on people for the c...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified