Question 1

Subbranding involves __________.

Accepted Answer

A)  having one firm manufacture a product and a second firm distribute it all under the same name
B)  changing a brand name of a product line extension product by making it "New and Improved!"
C)  combining a corporate brand with a new brand to distinguish a part of its product line from others
D)  creating a knock-off version of a product and changing the spelling of the name (chicken to "chikin" as in the case with Chick-Fil-
A)  
E)  using the same name for the original product and all subsequent product line and brand extensionsF) A) and B)
G) B) and D)

Question 2

All of the following are factors triggering the need for product repositioning EXCEPT:

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 position.F) C) and E)
G) B) and C)

Question 3

All of the following comprise the seven Ps of services marketing EXCEPT:

Accepted Answer

A)  product.
B)  process.
C)  profitability.
D)  people.
E)  physical environment.F) C) and E)
G) C) and D)

Question 4

Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers. Such expenditures are often made to stimulate __________, the desire for the product class, rather than for a specific brand, when there are few competitors with the same product.

Accepted Answer

A)  secondary demand
B)  introductory demand
C)  primary demand
D)  discretionary demand
E)  selective demandF) B) and E)
G) B) and D)

Question 5

The marketers used all of the following "ignitions" to spark interest in the Secret deodorant brand with consumers EXCEPT:

Accepted Answer

A)  print advertising.
B)  public relations.
C)  Facebook.
D)  its website secret.com.
E)  brand ambassadors.F) A) and D)
G) A) and E)

Question 6

The range of Gatorade offerings, from the traditional Gatorade Thirst Quencher to newly enhanced beverages conveying the attitude of a tough-love coach or personal trainer through in-your-face names on the label and nutrition benefits inside, are all examples of a company's commitment to __________ product improvement.

Accepted Answer

A)  dynamic
B)  discontinuous
C)  continuous
D)  symbiotic
E)  simultaneousF) B) and C)
G) D) and E)

Question 7

At which stage of the product life cycle is a company likely to have its most complete product line?

Accepted Answer

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

Question 8

If a customer is reluctant to try a new product because he would have to change his normal every day behaviors, the company is most likely facing a __________ barrier.

Accepted Answer

A)  usage
B)  risk
C)  value
D)  financial
E)  psychologicalF) All of the above
G) B) and C)

Question 9

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 10

The shape of a Coca-Cola bottle is quite distinctive. Specifically, what packaging benefit does this firm use?

Accepted Answer

You can tell this is a Coke bottle simpl...

Question 11

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

Accepted Answer

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

Question 12

What six criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each criterion.

Accepted Answer

Six criteria most often mentioned when s...

Question 13

Explain the difference between primary demand and selective demand.

Accepted Answer

Primary demand is a desire for...

Question 14

Hillside coffee comes in single-serving, self-heating containers. Not only does this benefit people on the go, it is a popular product with people in areas prone to hurricanes or blizzards because they can still have hot coffee when there is no electricity. This demonstrates which benefit of good packaging?

Accepted Answer

A)  communication benefit
B)  perceptual benefit
C)  financial benefit
D)  societal benefit
E)  functional benefitF) A) and B)
G) D) and E)

Question 15

A manufacturer can successfully use mixed branding because __________.

Accepted Answer

A)  it involves giving each product a distinct brand name
B)  the segment attracted to the reseller product is different from its own targeted market segment
C)  the company uses one name for all of its products for the sake of simplicity
D)  it is easy to do
E)  it produces lower profits for the reseller and higher profits for the manufacturerF) All of the above
G) C) and E)

Question 16

Which of the following statements about product line extensions is most accurate?

Accepted Answer

A)  A product line extension strategy typically leads to increased advertising costs compared with creating a new brand name.
B)  There are no risks associated with a product line extension strategy.
C)  When the Clorox Company joins with Kroger supermarkets to advertise Clorox products in a local newspaper, it is engaged in a product line extension.
D)  A product line extension is a form of multiproduct branding.
E)  A product line extension is a form of multibranding.F) A) and B)
G) B) and D)

Question 17

The environmental challenges of packaging and labeling are often global in nature. These include all of the following EXCEPT:

Accepted Answer

A)  the shortage of viable landfill sites
B)  growth of solid waste
C)  the composition of packaging materials
D)  defective products
E)  recyclingF) B) and C)
G) A) and E)

Question 18

All of the following are market modification strategies EXCEPT:

Accepted Answer

A)  creating a new use situation.
B)  finding new customers.
C)  changing a product's appearance.
D)  targeting new market segments.
E)  increasing a product's use among existing customers.F) A) and E)
G) A) and B)

Question 19

Under the concept of the diffusion of innovation, consumers who are skeptical and with below average social status are called __________ product adopters.

Accepted Answer

A)  innovators
B)  early adopters
C)  early majority
D)  late majority
E)  laggardsF) A) and B)
G) A) and E)

Question 20

The tangibles that make up the service, such as buildings, landscaping, vehicles, furnishings, signage, brochures, and equipment, comprise which element of the seven Ps of services marketing?

Accepted Answer

A)  process
B)  place
C)  physical environment
D)  productivity
E)  productF) B) and E)
G) C) and E)

Exam 10: Managing Successful Products, Services, and Brands

Subbranding involves __________.

Correct Answer
verified

Explain the difference between primary demand and selective demand.

Correct Answer
verified
Primary demand is a desire for...
View Answer

All of the following comprise the seven Ps of services marketing EXCEPT:

Correct Answer
verified

Correct Answer
verified

The environmental challenges of packaging and labeling are often global in nature. These include all of the following EXCEPT:

Correct Answer
verified

At which stage of the product life cycle is a company likely to have its most complete product line?

Correct Answer
verified

If a customer is reluctant to try a new product because he would have to change his normal every day behaviors, the company is most likely facing a __________ barrier.

Correct Answer
verified

The marketers used all of the following "ignitions" to spark interest in the Secret deodorant brand with consumers EXCEPT:

Correct Answer
verified

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 Answer
verified
The decline stage occurs when sales drop...
View Answer

Which of the following statements about product line extensions is most accurate?

Correct Answer
verified

Correct Answer
verified

What six criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each criterion.

Correct Answer
verified
Six criteria most often mentioned when s...
View Answer

All of the following are market modification strategies EXCEPT:

Correct Answer
verified

The shape of a Coca-Cola bottle is quite distinctive. Specifically, what packaging benefit does this firm use?

Correct Answer
verified
You can tell this is a Coke bottle simpl...
View Answer

Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers. Such expenditures are often made to stimulate __________, the desire for the product class, rather than for a specific brand, when there are few competitors with the same product.

Correct Answer
verified

The tangibles that make up the service, such as buildings, landscaping, vehicles, furnishings, signage, brochures, and equipment, comprise which element of the seven Ps of services marketing?

Correct Answer
verified

All of the following are factors triggering the need for product repositioning EXCEPT:

Correct Answer
verified

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

Correct Answer
verified

A manufacturer can successfully use mixed branding because __________.

Correct Answer
verified

Under the concept of the diffusion of innovation, consumers who are skeptical and with below average social status are called __________ product adopters.

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

Subbranding involves __________.

Correct AnswerverifiedShow Answer

Explain the difference between primary demand and selective demand.

Correct AnswerverifiedPrimary demand is a desire for...View AnswerShow Answer

All of the following comprise the seven Ps of services marketing EXCEPT:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The environmental challenges of packaging and labeling are often global in nature. These include all of the following EXCEPT:

Correct AnswerverifiedShow Answer

At which stage of the product life cycle is a company likely to have its most complete product line?

Correct AnswerverifiedShow Answer

If a customer is reluctant to try a new product because he would have to change his normal every day behaviors, the company is most likely facing a __________ barrier.

Correct AnswerverifiedShow Answer

The marketers used all of the following "ignitions" to spark interest in the Secret deodorant brand with consumers EXCEPT:

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 statements about product line extensions is most accurate?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

What six criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each criterion.

Correct AnswerverifiedSix criteria most often mentioned when s...View AnswerShow Answer

All of the following are market modification strategies EXCEPT:

Correct AnswerverifiedShow Answer

The shape of a Coca-Cola bottle is quite distinctive. Specifically, what packaging benefit does this firm use?

Correct AnswerverifiedYou can tell this is a Coke bottle simpl...View AnswerShow Answer

Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers. Such expenditures are often made to stimulate __________, the desire for the product class, rather than for a specific brand, when there are few competitors with the same product.

Correct AnswerverifiedShow Answer

The tangibles that make up the service, such as buildings, landscaping, vehicles, furnishings, signage, brochures, and equipment, comprise which element of the seven Ps of services marketing?

Correct AnswerverifiedShow Answer

All of the following are factors triggering the need for product repositioning EXCEPT:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A manufacturer can successfully use mixed branding because __________.

Correct AnswerverifiedShow Answer

Under the concept of the diffusion of innovation, consumers who are skeptical and with below average social status are called __________ product adopters.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
Primary demand is a desire for...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The decline stage occurs when sales drop...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Six criteria most often mentioned when s...
View Answer

Correct Answer
verified

Correct Answer
verified
You can tell this is a Coke bottle simpl...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified