Question 1

Capacity management refers to

Accepted Answer

A)  integrating the service component of the marketing mix with efforts to influence consumer demand.
B)  when the service provider is available but there is no demand.
C)  charging different prices during different times of the day or during different days of the week to reflect variations in demand for the service.
D)  the practice of changing prices for services in real time in response to supply and demand conditions.
E)  the operating cost per hour per employee or technology subtracted from the revenue generated by each full-time employee equivalent.F) A) and D)
G) None of the above

Question 2

A marketing strategy that alters a product's characteristic, such as its quality, performance, or appearance, to increase its value and sales to customers is referred to as __________.

Accepted Answer

A)  market modification
B)  product modification
C)  product repositioning
D)  market-product synergy
E)  product managementF) C) and D)
G) A) and C)

Question 3

If a firm's marketing dashboard displays a BDI over 100 for a consumer packaged good, such as General Mills' Warm Delights Minis, 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) B) and D)
G) B) and E)

Question 4

Which of the following statements about the decline stage of the product life cycle is most accurate?

Accepted Answer

A)  Ironically, in the decline stage, sales decline even though profits increase.
B)  A product enters the decline stage only as the result of a major product flaw or marketing misstep.
C)  A major reason that a firm's product enters the decline stage is as a result of a change in the marketing environment.
D)  The only real step that can be taken to avoid the decline stage and ultimately extinction is to increase marketing expenditures as soon as the product enters its maturity stage.
E)  Service industries are exempt from the decline stage because of their intangible naturF) A) and B)
G) A) and E)

Question 5

The formula to calculate a CDI = __________.

Accepted Answer

A)  (Percent of the total U.S. population in a market segment ÷ Percent of a brand's total U.S. sales in a market segment)  × 100
B)  (Percent of a product category's total U.S. sales in a market segment ÷ Percent of the total U.S. population in a market segment)  × 100
C)  (Percent of a brand's total U.S. sales in a market segment ÷ Percent of the total U.S. population in a market segment)  × 100
D)  (Percent of the total U.S. population in a market segment ÷ Percent of a product category's total U.S. sales in a market segment)  × 100
E)  The ratio of sales revenue of the firm to the total sales revenue of all firms in the industry, including the firm itselfF) B) and D)
G) None of the above

Question 6

Which of the following statements regarding labels is most accurate?

Accepted Answer

A)  Although labels are can carry useful information, the less information communicated, the better.
B)  The brand logo or brand name should always be the largest image on a label.
C)  Labels can be very expensive, but they are important because they often are the first contact the consumer has with the product.
D)  The best labels to use on food products are those that can be easily removed to promote recycling of the package.
E)  One penny for every dollar consumers spend on products goes towards packaging and labeling costs.F) A) and C)
G) B) and D)

Question 7

Gatorade Thirst Quencher displays the letter G front and center along with the brand's iconic bolt. According to the company, "G represents the heart, hustle, and soul of athleticism and will become a badge of pride for anyone who sweats, no matter where they're active." This is an example of __________ benefits of its packaging.

Accepted Answer

A)  perceptual
B)  functional
C)  communications
D)  physical
E)  tangibleF) C) and D)
G) A) and B)

Question 8

When the Egg Farmers of Canada implemented its "Get Cracking" advertising campaign, the organization was trying to stimulate __________ demand.

Accepted Answer

A)  secondary
B)  selective
C)  derived
D)  generic
E)  primaryF) B) and C)
G) A) and E)

Question 9

Which of the following is an example of a product in the decline stage of the product life cycle?

Accepted Answer

A)  analog TVs
B)  smartphones
C)  3D HDTVs
D)  soft drinks
E)  tablet devicesF) D) and E)
G) A) and C)

Question 10

If a firm's marketing dashboard displays a CDI under 100 for a consumer packaged good, such as General Mills' Warm Delights Minis, 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) All of the above
G) C) and E)

Question 11

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

Accepted Answer

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

Question 12

-As shown in the CDI/BDI Marketing Dashboard above, a BDI of 30 is determined by __________.

Accepted Answer

A)  finding the percent of the U.S. population in the "Households without children" segment divided by the percent of Hawaiian Punch sold to households without children in the U.S. multiplied by 100
B)  subtracting the total number of non-users from the total number of users of Hawaiian Punch sold to households without children
C)  finding the difference in total sales of Hawaiian Punch between households who have children with those who do not
D)  finding the percent of Hawaiian Punch sold to U.S. households without children divided by the percent of the U.S. population in the "Households without children" segment multiplied by 100
E)  using the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry, including the firm itselfF) All of the above
G) B) and D)

Question 13

-Figure 10-5 above 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 meaningF) None of the above
G) B) and E)

Question 14

Alka-Seltzer was originally made as a hangover remedy that cured a headache and settled the stomach. Today, you can purchase Original Alka-Seltzer, Extra Strength Alka-Seltzer, Alka-Seltzer Morning Relief (for morning headaches and fatigue) , and Alka-Seltzer Heartburn Relief, each of which has slightly different ingredients to solve the problem identified in its respective brand name. To broaden the product line to increase sales to new target market segments, the makers of Alka-Seltzer used a __________ strategy.

Accepted Answer

A)  product modification
B)  market-product grid
C)  diversification
D)  market modification
E)  product class extensionF) C) and D)
G) A) and D)

Question 15

Brand equity provides a financial advantage for a brand's owner because successful, established brand names have an economic value in the sense that they are __________.

Accepted Answer

A)  tangible assets
B)  intangible assets
C)  durable goods
D)  nondurable goods
E)  intangible equityF) B) and C)
G) A) and B)

Question 16

The formula to calculate a BDI = __________.

Accepted Answer

A)  (Percent of the total U.S. population in a market segment ÷ Percent of a brand's total U.S. sales in a market segment)  × 100
B)  (Percent of a product category's total U.S. sales in a market segment ÷ Percent of the total U.S. population in a market segment)  × 100
C)  (Percent of a brand's total U.S. sales in a market segment ÷ Percent of the total U.S. population in a market segment)  × 100
D)  (Percent of the total U.S. population in a market segment ÷ Percent of a product category's total U.S. sales in a market segment)  × 100
E)  The ratio of sales revenue of the firm to the total sales revenue of all firms in the industry, including the firm itselfF) C) and E)
G) A) and D)

Question 17

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) B) and D)

Question 18

A concept that describes the stages a product goes through in the marketplace - introduction, growth, maturity, and decline - is referred to as the __________.

Accepted Answer

A)  retail life cycle
B)  product life cycle
C)  marketing mix
D)  product growth cycle
E)  diffusion of product innovationF) None of the above
G) All of the above

Question 19

IKEA sells a portable workbench called the FAHRTFULL. The product has many positive features, and in German or Swedish markets, the name describes the product's features well (fahrt meaning travel) . This brand name in the United States, however, may not be as effective due to __________.

Accepted Answer

A)  disappointment when the product fails to perform as the brand name implies
B)  the poor attempt at humor, which makes consumers question product quality
C)  governmental restrictions on brand names that read or sound like bodily functions
D)  its unfavorable phonetic and semantic associations in English
E)  difficulty in showing "fahrtfull" in German and Swedish advertisingF) A) and E)
G) None of the above

Question 20

The three main benefits packaging provides to manufacturers, retailers, and consumers are communication benefits, perceptual benefits, and __________ benefits.

Accepted Answer

A)  personal
B)  functional
C)  financial
D)  societal
E)  aestheticF) A) and B)
G) A) and C)

Exam 10: Managing Successful Products, Services, and Brands

The formula to calculate a CDI = __________.

Correct Answer
verified

Which of the following is an example of a product in the decline stage of the product life cycle?

Correct Answer
verified

When the Egg Farmers of Canada implemented its "Get Cracking" advertising campaign, the organization was trying to stimulate __________ demand.

Correct Answer
verified

Which of the following statements about the decline stage of the product life cycle is most accurate?

Correct Answer
verified

If a firm's marketing dashboard displays a BDI over 100 for a consumer packaged good, such as General Mills' Warm Delights Minis, this indicates which of the following?

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

If a firm's marketing dashboard displays a CDI under 100 for a consumer packaged good, such as General Mills' Warm Delights Minis, this indicates which of the following?

Correct Answer
verified

Which of the following statements regarding labels is most accurate?

Correct Answer
verified

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

Correct Answer
verified

-Figure 10-5 above shows the sequential process of building brand equity. Segment A represents the first step, which is to __________.

Correct Answer
verified

-As shown in the CDI/BDI Marketing Dashboard above, a BDI of 30 is determined by __________.

Correct Answer
verified

The formula to calculate a BDI = __________.

Correct Answer
verified

A marketing strategy that alters a product's characteristic, such as its quality, performance, or appearance, to increase its value and sales to customers is referred to as __________.

Correct Answer
verified

IKEA sells a portable workbench called the FAHRTFULL. The product has many positive features, and in German or Swedish markets, the name describes the product's features well (fahrt meaning travel) . This brand name in the United States, however, may not be as effective due to __________.

Correct Answer
verified

A concept that describes the stages a product goes through in the marketplace - introduction, growth, maturity, and decline - is referred to as the __________.

Correct Answer
verified

Brand equity provides a financial advantage for a brand's owner because successful, established brand names have an economic value in the sense that they are __________.

Correct Answer
verified

Correct Answer
verified

Capacity management refers to

Correct Answer
verified

The three main benefits packaging provides to manufacturers, retailers, and consumers are communication benefits, perceptual benefits, and __________ benefits.

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

The formula to calculate a CDI = __________.

Correct AnswerverifiedShow Answer

Which of the following is an example of a product in the decline stage of the product life cycle?

Correct AnswerverifiedShow Answer

When the Egg Farmers of Canada implemented its "Get Cracking" advertising campaign, the organization was trying to stimulate __________ demand.

Correct AnswerverifiedShow Answer

Which of the following statements about the decline stage of the product life cycle is most accurate?

Correct AnswerverifiedShow Answer

If a firm's marketing dashboard displays a BDI over 100 for a consumer packaged good, such as General Mills' Warm Delights Minis, this indicates which of the following?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

If a firm's marketing dashboard displays a CDI under 100 for a consumer packaged good, such as General Mills' Warm Delights Minis, this indicates which of the following?

Correct AnswerverifiedShow Answer

Which of the following statements regarding labels is most accurate?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

-Figure 10-5 above shows the sequential process of building brand equity. Segment A represents the first step, which is to __________.

Correct AnswerverifiedShow Answer

-As shown in the CDI/BDI Marketing Dashboard above, a BDI of 30 is determined by __________.

Correct AnswerverifiedShow Answer

The formula to calculate a BDI = __________.

Correct AnswerverifiedShow Answer

A marketing strategy that alters a product's characteristic, such as its quality, performance, or appearance, to increase its value and sales to customers is referred to as __________.

Correct AnswerverifiedShow Answer

IKEA sells a portable workbench called the FAHRTFULL. The product has many positive features, and in German or Swedish markets, the name describes the product's features well (fahrt meaning travel) . This brand name in the United States, however, may not be as effective due to __________.

Correct AnswerverifiedShow Answer

A concept that describes the stages a product goes through in the marketplace - introduction, growth, maturity, and decline - is referred to as the __________.

Correct AnswerverifiedShow Answer

Brand equity provides a financial advantage for a brand's owner because successful, established brand names have an economic value in the sense that they are __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Capacity management refers to

Correct AnswerverifiedShow Answer

The three main benefits packaging provides to manufacturers, retailers, and consumers are communication benefits, perceptual benefits, and __________ benefits.

Correct AnswerverifiedShow Answer

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