Question 1

Four key challenges that package and label designers face include: (1)  connecting with customers; (2)  __________; (3)  health, safety, and security issues; and (4)  cost reduction.

Accepted Answer

A)  governmental regulations
B)  environmental concerns
C)  competition from global markets
D)  patent and trademark issues
E)  cultural and societal issuesF) A) and B)
G) A) and C)

Question 2

Identify and describe the stages of the generalized product life cycle. For each stage, specify the marketing objective a firm should attempt to achieve.

Accepted Answer

The four stages of the generalized produ...

Question 3

The central element of the marketing strategy for Pez Candy, Inc., is the __________.

Accepted Answer

A)  price
B)  breath mint
C)  availability
D)  container
E)  fulfillmentF) A) and B)
G) A) and C)

Question 4

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 brandingF) A) and D)
G) A) and C)

Question 5

In terms of the diffusion of innovation, late majority accounts for __________ of product adopters.

Accepted Answer

A)  2.5%
B)  13.5%
C)  16%
D)  34%
E)  50%F) B) and E)
G) B) and C)

Question 6

The sale of two or more separate products in one package is referred to as

Accepted Answer

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

Question 7

Apple launched its iPhone in 2007, the first smartphone that used a multi-touch user interface. iPhone unit sales then skyrocketed for several years. Recently, growth in smartphone sales have slowed and profits have declined due to fierce competition from Samsung, Motorola, Nokia and others. In which stage of the product life cycle are smartphones like the iPhone?

Accepted Answer

A)  decline stage
B)  commercialization stage
C)  growth stage
D)  accelerated development stage
E)  introduction stageF) None of the above
G) A) and B)

Question 8

What is the marketing objective for the maturity stage of the product life cycle?

Accepted Answer

A)  begin deletion
B)  implement skimming
C)  stress differentiation
D)  gain awareness
E)  maintain brand loyaltyF) B) and E)
G) C) and D)

Question 9

For more than 30 years, Starkist put 6.5 ounces of tuna into its regular-sized can. Today, Starkist puts only 6.125 ounces of tuna into the same-size can but charges the same price. Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price. There are two sides to the ethical argument about this practice: that of consumer advocates and that of manufacturers. What is the practice called and what is the basic position of each side?

Accepted Answer

The practice is called downsizing, which...

Question 10

Which of the following statements about are perceptual benefits conveyed by a product's packaging and labeling is NOT true?

Accepted Answer

A)  Global brands can benefit from country of origin or manufacturer perceptions since consumers tend to hold ethnocentric stereotypes about country-product pairings that they judge best.
B)  Packaging and labeling have been shown to enhance brand recognition and facilitate the formation of strong, favorable, and unique brand associations.
C)  Package inserts are the primary way the legal requirements for the conveyance of information are satisfied.
D)  Changes in packaging and labeling can uphold a brand's image in consumers' minds.
E)  The color, shape, and graphics of a package or label distinguish one brand from another.F) A) and D)
G) B) and D)

Question 11

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts. One of these indexes is the CDI or __________.

Accepted Answer

A)  category development index
B)  consumer development index
C)  competitive development index
D)  channel development index
E)  customization development indexF) A) and D)
G) A) and B)

Question 12

Harley Davidson's __________ is based on masculinity, defiance, and rugged individualism.

Accepted Answer

A)  symbolic brand
B)  brand personality
C)  brand psychographics
D)  brand personification
E)  product personificationF) B) and C)
G) A) and B)

Question 13

A company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and to __________.

Accepted Answer

A)  capitalize on the price insensitivity of early buyers
B)  discourage competition from other manufacturers
C)  ease the product into its maturity stage
D)  gain the largest unit sales possible
E)  gain more distribution outletsF) C) and E)
G) B) and E)

Question 14

A set of human characteristics associated with a brand name is referred to as __________.

Accepted Answer

A)  a symbolic brand
B)  a brand personality
C)  a brand psychographic
D)  brand personification
E)  product personificationF) All of the above
G) A) and B)

Question 15

Because of the intangible nature of services, consumers often perceive price as a possible indicator of the __________ of the service.

Accepted Answer

A)  profit or ROI
B)  customer value
C)  quality
D)  target market
E)  costF) C) and E)
G) A) and D)

Question 16

Integrating the service component of the marketing mix with efforts to influence consumer demand is referred to as __________.

Accepted Answer

A)  customer management
B)  internal marketing
C)  product management
D)  capacity management
E)  seven Ps of services marketingF) A) and E)
G) B) and D)

Question 17

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

Accepted Answer

A)  New services cannot be patented.
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 all their brand names.
D)  Service firms without a brand reputation find it easy to introduce new services.
E)  All service logos and brands must designated with the "℠" symbol.F) A) and E)
G) A) and C)

Question 18

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

Accepted Answer

A)  "But it might make me fat."
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) A) and C)
G) B) and E)

Question 19

The Reynolds's Aluminum foil box has two side tabs that say "Press Here to Lock Roll" to keep the roll of foil in place during use. This demonstrates which elements of good packaging?

Accepted Answer

A)  perceptual benefits and functional benefits
B)  protection benefits and functional benefits
C)  communication benefits and perceptual benefits
D)  communication benefits and functional benefits
E)  functional benefits and protection benefitsF) A) and D)
G) A) and E)

Question 20

One type of product that is new to the market is the smart watch, capable of tracking physiological functions and communicating with other devices. According to the product life cycle framework, what marketing objective(s)  should producers of smart watches primarily focus on currently?

Accepted Answer

A)  stress differentiation from other available watches
B)  maintain customer loyalty
C)  allow viewers to purchase in alternative channels
D)  gain awareness and stimulate trial
E)  target those with active lifestylesF) D) and E)
G) C) and E)

Exam 10: Managing Successful Products, Services, and Brands

In terms of the diffusion of innovation, late majority accounts for __________ of product adopters.

Correct Answer
verified

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts. One of these indexes is the CDI or __________.

Correct Answer
verified

Which of the following statements about are perceptual benefits conveyed by a product's packaging and labeling is NOT true?

Correct Answer
verified

Identify and describe the stages of the generalized product life cycle. For each stage, specify the marketing objective a firm should attempt to achieve.

Correct Answer
verified
The four stages of the generalized produ...
View Answer

Correct Answer
verified

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 Answer
verified

One type of product that is new to the market is the smart watch, capable of tracking physiological functions and communicating with other devices. According to the product life cycle framework, what marketing objective(s) should producers of smart watches primarily focus on currently?

Correct Answer
verified

A set of human characteristics associated with a brand name is referred to as __________.

Correct Answer
verified

Integrating the service component of the marketing mix with efforts to influence consumer demand is referred to as __________.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

The Reynolds's Aluminum foil box has two side tabs that say "Press Here to Lock Roll" to keep the roll of foil in place during use. This demonstrates which elements of good packaging?

Correct Answer
verified

Correct Answer
verified
The practice is called downsizing, which...
View Answer

Harley Davidson's __________ is based on masculinity, defiance, and rugged individualism.

Correct Answer
verified

A company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and to __________.

Correct Answer
verified

Because of the intangible nature of services, consumers often perceive price as a possible indicator of the __________ of the service.

Correct Answer
verified

The sale of two or more separate products in one package is referred to as

Correct Answer
verified

Four key challenges that package and label designers face include: (1) connecting with customers; (2) __________; (3) health, safety, and security issues; and (4) cost reduction.

Correct Answer
verified

The central element of the marketing strategy for Pez Candy, Inc., is the __________.

Correct Answer
verified

What is the marketing objective for the maturity stage of the product life cycle?

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

In terms of the diffusion of innovation, late majority accounts for __________ of product adopters.

Correct AnswerverifiedShow Answer

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts. One of these indexes is the CDI or __________.

Correct AnswerverifiedShow Answer

Which of the following statements about are perceptual benefits conveyed by a product's packaging and labeling is NOT true?

Correct AnswerverifiedShow Answer

Identify and describe the stages of the generalized product life cycle. For each stage, specify the marketing objective a firm should attempt to achieve.

Correct AnswerverifiedThe four stages of the generalized produ...View AnswerShow Answer

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

One type of product that is new to the market is the smart watch, capable of tracking physiological functions and communicating with other devices. According to the product life cycle framework, what marketing objective(s) should producers of smart watches primarily focus on currently?

Correct AnswerverifiedShow Answer

A set of human characteristics associated with a brand name is referred to as __________.

Correct AnswerverifiedShow Answer

Integrating the service component of the marketing mix with efforts to influence consumer demand is referred to as __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The Reynolds's Aluminum foil box has two side tabs that say "Press Here to Lock Roll" to keep the roll of foil in place during use. This demonstrates which elements of good packaging?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedThe practice is called downsizing, which...View AnswerShow Answer

Harley Davidson's __________ is based on masculinity, defiance, and rugged individualism.

Correct AnswerverifiedShow Answer

A company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and to __________.

Correct AnswerverifiedShow Answer

Because of the intangible nature of services, consumers often perceive price as a possible indicator of the __________ of the service.

Correct AnswerverifiedShow Answer

The sale of two or more separate products in one package is referred to as

Correct AnswerverifiedShow Answer

Four key challenges that package and label designers face include: (1) connecting with customers; (2) __________; (3) health, safety, and security issues; and (4) cost reduction.

Correct AnswerverifiedShow Answer

The central element of the marketing strategy for Pez Candy, Inc., is the __________.

Correct AnswerverifiedShow Answer

What is the marketing objective for the maturity stage of the product life cycle?

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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The four stages of the generalized produ...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
The practice is called downsizing, which...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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