Question 1

Managers often use two special measures to help identify strong and weak market segments in order to provide direction for marketing efforts.The two indexes focus on

Accepted Answer

A)   marketing efficiency and production efficiency.
B)   dollar market share and unit market share.
C)   monthly dollar sales by channel and monthly number of units sold by channel.
D)   sales per square foot and same-store sales growth.
E)   category development and brand development.F) None of the above
G) A) and B)

Question 2

Kellogg's changed the name of its Heartwise cereal to Fiberwise most likely to

Accepted Answer

A)   respond to a changing public interest from heart to intestinal health issues.
B)   convey a stronger product image, since "heart" implied sentimentality and "fiber" implied strength.
C)   comply with Food and Drug Administration guidelines on the use of the word "heart" in food brand names.
D)   avoid a lawsuit by the maker of HeartPro Organic Cereal because it claimed the names and benefits were too similar.
E)   complement its new line of breakfast fiber bars.F) C) and E)
G) B) and C)

Question 3

Advertising and promotion costs tend to be higher with a __________ strategy because the company must generate awareness among consumers and retailers for each new brand name without the benefit of any previous impressions.

Accepted Answer

A)   co-branding
B)   private branding
C)   multibranding
D)   multiproduct branding
E)   promotional brandingF) A) and C)
G) All of the above

Question 4

Generally,the length of time it takes for a product category to move from the introduction stage to the decline stage of its product life cycle is

Accepted Answer

A)   18 months.
B)   5 to 10 years.
C)   about 20 years.
D)   about 30 years.
E)   dependent of a variety of factors, including the type of product.F) B) and C)
G) A) and E)

Question 5

Trademark refers to

Accepted Answer

A)   any word, device (design, sound, shape or color) , or combination of these used to distinguish a seller's products or services.
B)   the part of a brand that can be spoken.
C)   the part of a brand that is a symbol or design and cannot be vocalized.
D)   the commercial, legal name under which a company does business.
E)   the identification that a firm has legally registered its brand name so the firm has its exclusive use, thereby preventing others from using it.F) D) and E)
G) B) and C)

Question 6

Which of the following is a product modification strategy?

Accepted Answer

A)   creating new advertising for a product
B)   improving a product's quality
C)   finding a new target market for a product
D)   creating a new use situation for a product
E)   altering a product's distributionF) C) and D)
G) B) and D)

Question 7

Private branding refers to a branding strategy in which a firm

Accepted Answer

A)   gives each product a distinct name when each brand is intended for a different market segment.
B)   uses different brand names for the same product across multiple countries.
C)   uses one name for all its products in a product class.
D)   produces products but sells them under the brand name of a wholesaler or retailer.
E)   contractually, and for a fee, allows other firms to use its brand name, requiring that the product be made to its specifications.F) None of the above
G) D) and E)

Question 8

Customer value can assume numerous forms.For Pez Candy,Inc.,customer value manifests itself in the form of

Accepted Answer

A)   an upbeat jingle.
B)   character candy dispensers.
C)   a stylish logotype.
D)   sour taste.
E)   sugar coating.F) C) and D)
G) A) and E)

Question 9

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

Accepted Answer

A)   communication benefits
B)   storage benefits
C)   perceptual benefits
D)   protection benefits
E)   self-realization benefitsF) A) and B)
G) A) and C)

Question 10

Brand equity is valuable to an organization because it creates a competitive advantage and

Accepted Answer

A)   it guarantees the lowest prices.
B)   decision making becomes easier for consumers.
C)   there is no need for coupons, discounts, or other customer incentives.
D)   customers are often willing to pay a higher price.
E)   new market segments are easily added to the market-product grid.F) A) and B)
G) A) and C)

Question 11

In terms of its effect on faxing,e-mail has

Accepted Answer

A)   led to a significant number of improvements in fax machine technology to keep the product class competitive.
B)   led to a significant decrease in fax machine sales because e-mail better suits the needs of the business community.
C)   led to a significant increase in fax machine purchases due to distrust of e-mail spam.
D)   only a modest impact since the two technologies do not directly compete with each other.
E)   caused most fax machine manufacturers to incorporate new Internet technology to send, receive, and print e-mails through a wireless connection to a personal computer.F) D) and E)
G) B) and D)

Question 12

Figure 10-4 
-Figure 10-4 shows that in 1983 cassette tapes were in which stage of the product life cycle?

Accepted Answer

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

Question 13

A company uses __________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

Accepted Answer

A)   manufacturer branding
B)   private branding
C)   generic branding
D)   co-branding
E)   brand licensingF) C) and D)
G) None of the above

Question 14

In which stage of the product life cycle is it important to broaden distribution of the product?

Accepted Answer

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

Question 15

The strategy of trading down involves

Accepted Answer

A)   adding product features but using lower quality product materials.
B)   reducing product features but using higher quality product materials or ingredients.
C)   reducing the number of features, quality, or price of a product.
D)   seeking a less price-sensitive target market.
E)   changing to a mass merchandiser retailer such as Walmart or Target.F) C) and E)
G) A) and B)

Question 16

Twitter uses a stylized blue or white bird with no text as its

Accepted Answer

A)   copyright.
B)   trade name.
C)   patent.
D)   logo.
E)   label.F) All of the above
G) A) and E)

Question 17

Private branding is also referred to as private labeling or

Accepted Answer

A)   reseller branding.
B)   generic branding.
C)   multibranding.
D)   co-branding.
E)   multiproduct branding.F) B) and E)
G) D) and E)

Question 18

The GPS SmartSole is a discreet wearable insole that fits in the shoe and provides GPS tracking of the wearer.This product is being marketed as an inexpensive solution for caregivers whose charges are prone to wandering,like those with Alzheimer's or autism.When the insoles were first made available to consumers,what was the marketing objective for the company at that early stage of the product life cycle?

Accepted Answer

A)   stress differentiation from other saving products
B)   maintain brand loyalty
C)   allow users to spend time doing other things
D)   create awareness and stimulate trial
E)   target a whole new group of consumersF) B) and C)
G) A) and D)

Question 19

The largest numbers of product adopters with respect to the diffusion of innovation are found among

Accepted Answer

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

Question 20

Figure 10-4 
-Figure 10-4 shows that in 2005,digital music (mp3) downloads were in which stage of the product life cycle?

Accepted Answer

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

Exam 10: Managing Successful Products, services, and Brands

Advertising and promotion costs tend to be higher with a __________ strategy because the company must generate awareness among consumers and retailers for each new brand name without the benefit of any previous impressions.

Correct Answer
verified

Kellogg's changed the name of its Heartwise cereal to Fiberwise most likely to

Correct Answer
verified

In terms of its effect on faxing,e-mail has

Correct Answer
verified

Figure 10-4 -Figure 10-4 shows that in 1983 cassette tapes were in which stage of the product life cycle?

Correct Answer
verified

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

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.The two indexes focus on

Correct Answer
verified

Generally,the length of time it takes for a product category to move from the introduction stage to the decline stage of its product life cycle is

Correct Answer
verified

A company uses __________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

Correct Answer
verified

In which stage of the product life cycle is it important to broaden distribution of the product?

Correct Answer
verified

Twitter uses a stylized blue or white bird with no text as its

Correct Answer
verified

Which of the following is a product modification strategy?

Correct Answer
verified

The largest numbers of product adopters with respect to the diffusion of innovation are found among

Correct Answer
verified

Customer value can assume numerous forms.For Pez Candy,Inc.,customer value manifests itself in the form of

Correct Answer
verified

Figure 10-4 -Figure 10-4 shows that in 2005,digital music (mp3) downloads were in which stage of the product life cycle?

Correct Answer
verified

Private branding refers to a branding strategy in which a firm

Correct Answer
verified

The strategy of trading down involves

Correct Answer
verified

Brand equity is valuable to an organization because it creates a competitive advantage and

Correct Answer
verified

Trademark refers to

Correct Answer
verified

Correct Answer
verified

Private branding is also referred to as private labeling or

Correct Answer
verified

Exam 10: Managing Successful Products, services, and Brands

Advertising and promotion costs tend to be higher with a __________ strategy because the company must generate awareness among consumers and retailers for each new brand name without the benefit of any previous impressions.

Correct AnswerverifiedShow Answer

Kellogg's changed the name of its Heartwise cereal to Fiberwise most likely to

Correct AnswerverifiedShow Answer

In terms of its effect on faxing,e-mail has

Correct AnswerverifiedShow Answer

Figure 10-4 -Figure 10-4 shows that in 1983 cassette tapes were in which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

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.The two indexes focus on

Correct AnswerverifiedShow Answer

Generally,the length of time it takes for a product category to move from the introduction stage to the decline stage of its product life cycle is

Correct AnswerverifiedShow Answer

A company uses __________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

Correct AnswerverifiedShow Answer

In which stage of the product life cycle is it important to broaden distribution of the product?

Correct AnswerverifiedShow Answer

Twitter uses a stylized blue or white bird with no text as its

Correct AnswerverifiedShow Answer

Which of the following is a product modification strategy?

Correct AnswerverifiedShow Answer

The largest numbers of product adopters with respect to the diffusion of innovation are found among

Correct AnswerverifiedShow Answer

Customer value can assume numerous forms.For Pez Candy,Inc.,customer value manifests itself in the form of

Correct AnswerverifiedShow Answer

Figure 10-4 -Figure 10-4 shows that in 2005,digital music (mp3) downloads were in which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Private branding refers to a branding strategy in which a firm

Correct AnswerverifiedShow Answer

The strategy of trading down involves

Correct AnswerverifiedShow Answer

Brand equity is valuable to an organization because it creates a competitive advantage and

Correct AnswerverifiedShow Answer

Trademark refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Private branding is also referred to as private labeling or

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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