Question 1

When Wendy's wants to increase the value of its Dave's Hot 'N Juicy cheeseburger to its customers,it combines complementary items (French fries and a soft drink) to expedite the ordering process,and provide a complete meal.This product modification approach is called

Accepted Answer

A)   a BOGO deal.
B)   product modification.
C)   product repositioning.
D)   product differentiation.
E)   product bundling.F) A) and C)
G) A) and B)

Question 2

Which of the following quotes from a new-product adopter would signal the need for a firm to counteract a risk barrier?

Accepted Answer

A)   "It is against my religion."
B)   "What if I can't make the monthly payments?"
C)   "I don't want to try this if it means I have to swallow it with milk."
D)   "Big deal, the only difference is the shape of the package."
E)   "Sure I'll try it; why not!"F) D) and E)
G) A) and B)

Question 3

Figure 10-3 
-The product life cycle shown in B in Figure 10-3 is an example of a __________ product.

Accepted Answer

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

Question 4

Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price.Georgia-Pacific used __________ strategy.

Accepted Answer

A)   an outsourcing
B)   a trading up
C)   a shrinkage
D)   a downsizing
E)   a product modificationF) None of the above
G) A) and E)

Question 5

The preference for a specific brand is called __________ demand.

Accepted Answer

A)   selective
B)   secondary
C)   primary
D)   derived
E)   explicitF) C) and D)
G) None of the above

Question 6

Companies can choose from several different branding strategies.Sears,with its brands Kenmore appliances and Craftsman tools,is using a __________ strategy.

Accepted Answer

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

Question 7

Packaging

Accepted Answer

A)   is any box, bottle, jar, can, carton, or bag that can be used for transporting services.
B)   is any container in which a product is offered for sale and on which label information is communicated.
C)   is that part of a product that is not recycled.
D)   identifies the product or brand, who made it, where and when it was made, how it is to be used, and the contents and ingredients.
E)   is any container used in the preservation of ideas.F) C) and E)
G) B) and C)

Question 8

Describe a brand name and explain how it benefits a consumer.

Accepted Answer

A brand name is any word,device (design,...

Question 9

During the introduction stage of the product life cycle,promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand.The consumer demand that is stimulated is referred to as __________ demand.

Accepted Answer

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

Question 10

While there are the four Ps of marketing,there are the __________ Ps of services marketing.

Accepted Answer

A)   three
B)   five
C)   six
D)   seven
E)   eightF) A) and E)
G) B) and C)

Question 11

Figure 10-5 
-The consumers represented by B in Figure 10-5 are called

Accepted Answer

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

Question 12

At the maturity stage of the product life cycle,marketing emphasis

Accepted Answer

A)   is directed toward generating more consumer awareness.
B)   switches to finding more channel intermediaries to carry the product.
C)   aims at stimulating primary demand for the product.
D)   aims to hold market share through further product differentiation and finding new buyers and uses.
E)   is directed toward having salespeople allocate less time to selling the product.F) B) and E)
G) C) and E)

Question 13

Three important aspects of product life cycles are (1) their length,(2) the shape of their sales curves,and (3) the rate at which

Accepted Answer

A)   consumers switch brands.
B)   consumers adopt products.
C)   consumers use word-of-mouth.
D)   competitors create rival offerings.
E)   environmental forces change the environment.F) C) and E)
G) D) and E)

Question 14

At what stage of the product life cycle does it first become true that most consumers who would buy a product are either repeat purchasers of the item or have tried and abandoned it?

Accepted Answer

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

Question 15

Mars,Inc.,sells Snickers,Milky Way,Twix,Skittles,Dove,Starburst,M&Ms,and Three Musketeer candy.This variety of brand names is typical of a __________ strategy.

Accepted Answer

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

Question 16

Pretzels were first introduced as a salty snack.Later,the product was repositioned as a low-fat snack in order to

Accepted Answer

A)   respond to a competitor's head-to-head positioning strategy.
B)   reach a new market.
C)   catch a rising trend.
D)   change the value offered.
E)   change its target audience.F) A) and D)
G) C) and D)

Question 17

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of

Accepted Answer

A)   brand licensing.
B)   co-branding.
C)   generic branding.
D)   reseller licensing.
E)   mixed branding.F) A) and B)
G) A) and E)

Question 18

The challenges of packaging and labeling are often global.One particular challenge facing global manufacturers involves

Accepted Answer

A)   creating larger size packages to be sold at warehouse stores.
B)   creating packaging sensitive to educational diversity.
C)   addressing ongoing environmental concerns.
D)   ensuring ISO 19000 total quality management within national boundaries.
E)   making packaging an irrelevant part of a firm's marketing strategy.F) C) and E)
G) B) and E)

Question 19

The process of managing the entire customer experience with the company is referred to as

Accepted Answer

A)   services marketing.
B)   internal marketing.
C)   customer experience management.
D)   relationship marketing.
E)   gap analysis.F) A) and E)
G) C) and E)

Question 20

Figure 10-6

-Figure 10-6 shows the sequential process of building brand equity.Segment A represents the first step,which is to

Accepted Answer

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

Exam 10: Managing Successful Products, services, and Brands

The preference for a specific brand is called __________ demand.

Correct AnswerverifiedShow Answer

Which of the following quotes from a new-product adopter would signal the need for a firm to counteract a risk barrier?

Correct AnswerverifiedShow Answer

Packaging

Correct AnswerverifiedShow Answer

At the maturity stage of the product life cycle,marketing emphasis

Correct AnswerverifiedShow Answer

Pretzels were first introduced as a salty snack.Later,the product was repositioned as a low-fat snack in order to

Correct AnswerverifiedShow Answer

While there are the four Ps of marketing,there are the __________ Ps of services marketing.

Correct AnswerverifiedShow Answer

Figure 10-3 -The product life cycle shown in B in Figure 10-3 is an example of a __________ product.

Correct AnswerverifiedShow Answer

When Wendy's wants to increase the value of its Dave's Hot 'N Juicy cheeseburger to its customers,it combines complementary items (French fries and a soft drink) to expedite the ordering process,and provide a complete meal.This product modification approach is called

Correct AnswerverifiedShow Answer

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of

Correct AnswerverifiedShow Answer

At what stage of the product life cycle does it first become true that most consumers who would buy a product are either repeat purchasers of the item or have tried and abandoned it?

Correct AnswerverifiedShow Answer

The challenges of packaging and labeling are often global.One particular challenge facing global manufacturers involves

Correct AnswerverifiedShow Answer

The process of managing the entire customer experience with the company is referred to as

Correct AnswerverifiedShow Answer

Figure 10-5 -The consumers represented by B in Figure 10-5 are called

Correct AnswerverifiedShow Answer

Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price.Georgia-Pacific used __________ strategy.

Correct AnswerverifiedShow Answer

Mars,Inc.,sells Snickers,Milky Way,Twix,Skittles,Dove,Starburst,M&Ms,and Three Musketeer candy.This variety of brand names is typical of a __________ strategy.

Correct AnswerverifiedShow Answer

Companies can choose from several different branding strategies.Sears,with its brands Kenmore appliances and Craftsman tools,is using a __________ strategy.

Correct AnswerverifiedShow Answer

During the introduction stage of the product life cycle,promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand.The consumer demand that is stimulated is referred to as __________ demand.

Correct AnswerverifiedShow Answer

Describe a brand name and explain how it benefits a consumer.

Correct AnswerverifiedA brand name is any word,device (design,...View AnswerShow Answer

Figure 10-6 -Figure 10-6 shows the sequential process of building brand equity.Segment A represents the first step,which is to

Correct AnswerverifiedShow Answer

Three important aspects of product life cycles are (1) their length,(2) the shape of their sales curves,and (3) the rate at which

Correct AnswerverifiedShow Answer

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A brand name is any word,device (design,...
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