Question 1

Bayer Aspirin is sold in the original strength,in a safety-coated version,in an extra-strength version,and in a version designed especially for women.Bayer is using a __________ strategy.

Accepted Answer

A)   product item expansion
B)   subbranding
C)   product line extension
D)   co-branding
E)   brand extensionF) C) and D)
G) A) and B)

Question 2

The fourth and final step in the sequential process of building brand equity is to

Accepted Answer

A)   develop positive brand awareness.
B)   establish a brand's meaning in the minds of consumers.
C)   elicit the proper consumer responses to a brands identity and meaning.
D)   create an intense, active, and loyal consumer-brand connection.
E)   reward loyal customer behavior.F) A) and B)
G) B) and D)

Question 3

Product packaging,such as the Pringles cylindrical package that minimizes breakage,is one example of the product's

Accepted Answer

A)   functional benefits.
B)   convenience.
C)   communication benefits.
D)   technology.
E)   renewable resources.F) B) and D)
G) All of the above

Question 4

Northland Juices,a division of New York-based Apple & Eve,competes with Ocean Spray in the cranberry juice category.To be successful,Northland must create __________ demand in order to be selected over competitors.

Accepted Answer

A)   primary
B)   derived
C)   generic
D)   selective
E)   secondaryF) A) and E)
G) A) and D)

Question 5

A brand name refers to

Accepted Answer

A)   a product's identifier that only can be spoken.
B)   a product's identifier that consists of only the symbol or design that cannot be spoken.
C)   any word, device (design, sound, shape or color) , or combination of these used to distinguish a seller's products or services.
D)   the commercial, legal name under which a company does business.
E)   the identification of an organization's products based upon individual SKUs.F) A) and C)
G) A) and D)

Question 6

Which of the following is the first of four steps in building brand equity?

Accepted Answer

A)   developing positive brand awareness
B)   lowering the price of products
C)   easing consumers' decision making
D)   incorporating higher value in products
E)   creating market modificationF) A) and E)
G) A) and C)

Question 7

The use of brand names is especially important for services because of which unique characteristic of services?

Accepted Answer

A)   inventory costs
B)   inseparability
C)   inconsistency
D)   invisibility
E)   intangibilityF) B) and E)
G) D) and E)

Question 8

An entire product category or industry is referred to as

Accepted Answer

A)   product form.
B)   product class.
C)   product line.
D)   product mix.
E)   product item.F) D) and E)
G) None of the above

Question 9

Black & Decker uses a __________ strategy to reach the do-it-yourself market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

Accepted Answer

A)   product differentiation branding
B)   multiproduct branding
C)   multibranding
D)   segmentation branding
E)   private brandingF) C) and E)
G) A) and E)

Question 10

Service firms can manage their physical environment to influence customers' perceptions through

Accepted Answer

A)   service delivery management.
B)   relationship management.
C)   customer experience management.
D)   exposure management.
E)   impression management.F) All of the above
G) C) and D)

Question 11

All of the following are factors triggering the need for product repositioning except which?

Accepted Answer

A)   creating a new use situation
B)   reaching a new market
C)   catching a rising trend
D)   changing the value offered
E)   reacting to a competitor's positionF) B) and D)
G) A) and B)

Question 12

__________ products have a product life cycle whose benefits are readily understood by consumers and because the products are easily imitated by competitors,the appropriate marketing strategy is to broaden distribution quickly.

Accepted Answer

A)   High-learning
B)   Fashion
C)   Fad
D)   Low-learning
E)   GeneralizedF) A) and B)
G) B) and E)

Question 13

Figure 10-6

-Figure 10-6 shows the sequential process of building brand equity.The third step is to elicit the proper consumer responses to a brand's identity and meaning.This step consists of two dimensions,D and E,which represent

Accepted Answer

A)   brand identity and brand emotion.
B)   brand performance and brand imagery.
C)   consumer judgments and consumer feelings.
D)   brand awareness and consumer-brand connection.
E)   consumer feelings and brand imagery.F) A) and D)
G) A) and B)

Question 14

Prerecorded music an example of a __________,and digital music downloading and streaming are an example of a __________.

Accepted Answer

A)   product line; product class
B)   product class; product form
C)   product family; product line
D)   product brand; product line
E)   product form; product classF) B) and C)
G) A) and E)

Question 15

There are several reasons a consumer might be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a usage 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.
D)   the financial commitment is too great.
E)   the product is not compatible with existing habits.F) A) and C)
G) C) and D)

Question 16

Gatorade offers a range of product offerings.The firm uses one name for all its products in a product class.Gatorade is using a __________ strategy.

Accepted Answer

A)   multibranding
B)   family branding
C)   co-branding
D)   dual branding
E)   mixed brandingF) A) and B)
G) A) and C)

Question 17

Describe the decline stage of the product life cycle.Explain the two strategies a company might employ if its product were in the decline stage of its product life cycle.

Accepted Answer

The decline stage occurs when sales drop...

Question 18

Products that are introduced,decline,and seem to return have a __________ product life cycle.

Accepted Answer

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

Question 19

Service organizations must manage the availability of the offering so that __________ and the organization's assets are used in ways that will maximize the return on investment (ROI) .

Accepted Answer

A)   marginal costs exceeds marginal revenues
B)   service encounters can identify planning gaps
C)   demand matches capacity over the duration of the demand cycle
D)   the price elasticity of demand is unitary
E)   the service experience is consistent with the sharing economy standards of the organization's industryF) B) and E)
G) A) and B)

Question 20

Brand licensing refers to

Accepted Answer

A)   the registration fee paid by a manufacturer to states, provinces, or countries in order to sell its products there.
B)   a branding strategy in which the producer dictates the brand name to retailers for the products sold to their respective markets.
C)   a branding strategy in which a company uses one name for all of its products.
D)   a contractual agreement whereby a company allows another firm to use its brand name or trademark with its products or services for a royalty or fee.
E)   a branding strategy in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer.F) C) and D)
G) None of the above

Exam 10: Managing Successful Products, services, and Brands

Service organizations must manage the availability of the offering so that __________ and the organization's assets are used in ways that will maximize the return on investment (ROI) .

Correct AnswerverifiedShow Answer

Black & Decker uses a __________ strategy to reach the do-it-yourself market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

Correct AnswerverifiedShow Answer

__________ products have a product life cycle whose benefits are readily understood by consumers and because the products are easily imitated by competitors,the appropriate marketing strategy is to broaden distribution quickly.

Correct AnswerverifiedShow Answer

The fourth and final step in the sequential process of building brand equity is to

Correct AnswerverifiedShow Answer

Brand licensing refers to

Correct AnswerverifiedShow Answer

Bayer Aspirin is sold in the original strength,in a safety-coated version,in an extra-strength version,and in a version designed especially for women.Bayer is using a __________ strategy.

Correct AnswerverifiedShow Answer

Gatorade offers a range of product offerings.The firm uses one name for all its products in a product class.Gatorade is using a __________ strategy.

Correct AnswerverifiedShow Answer

An entire product category or industry is referred to as

Correct AnswerverifiedShow Answer

Prerecorded music an example of a __________,and digital music downloading and streaming are an example of a __________.

Correct AnswerverifiedShow Answer

The use of brand names is especially important for services because of which unique characteristic of services?

Correct AnswerverifiedShow Answer

Product packaging,such as the Pringles cylindrical package that minimizes breakage,is one example of the product's

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Describe the decline stage of the product life cycle.Explain the two strategies a company might employ if its product were in the decline stage of its product life cycle.

Correct AnswerverifiedThe decline stage occurs when sales drop...View AnswerShow Answer

Which of the following is the first of four steps in building brand equity?

Correct AnswerverifiedShow Answer

Products that are introduced,decline,and seem to return have a __________ product life cycle.

Correct AnswerverifiedShow Answer

All of the following are factors triggering the need for product repositioning except which?

Correct AnswerverifiedShow Answer

Northland Juices,a division of New York-based Apple & Eve,competes with Ocean Spray in the cranberry juice category.To be successful,Northland must create __________ demand in order to be selected over competitors.

Correct AnswerverifiedShow Answer

Figure 10-6 -Figure 10-6 shows the sequential process of building brand equity.The third step is to elicit the proper consumer responses to a brand's identity and meaning.This step consists of two dimensions,D and E,which represent

Correct AnswerverifiedShow Answer

A brand name refers to

Correct AnswerverifiedShow Answer

Service firms can manage their physical environment to influence customers' perceptions through

Correct AnswerverifiedShow Answer

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Prerecorded music an example of a ,and digital music downloading and streaming are an example of a .

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The decline stage occurs when sales drop...
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