Question 1

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) A) and B)
G) C) and D)

Question 2

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in __________.

Accepted Answer

A)  lower product prices for consumers because of lower labor,raw material,and packaging costs
B)  a greener environment due to the reduction in the amount of packaging,thereby reducing the amount of waste disposed in landfills
C)  fewer product choices for consumers that led to rising prices
D)  keeping prices from rising in response to the psychological barriers consumers have developed for downsized products
E)  a subtle,deceptive,yet legal practice of disguising a price increaseF) A) and D)
G) D) and E)

Question 3

The classifications of innovators,early adopters,early majority,late majority,and laggards are all based upon __________.

Accepted Answer

A)  how frequently a consumer uses a product
B)  the number and strength of competitors
C)  when consumers begin buying a new product
D)  the time it takes to educate a consumer in the use of a new technology
E)  how quickly consumers respond to an advertising message or campaignF) D) and E)
G) B) and C)

Question 4

Soft Drink Ad
-Why are warranties important from the perspectives of both consumers and manufacturers?

Accepted Answer

Warranties are important in light of inc...

Question 5

Multibranding 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 sell 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 specificationsF) All of the above
G) B) and C)

Question 6

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 7

Packaging that provides convenience,product quality,protection,or easy storage offers what kind of benefits?

Accepted Answer

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

Question 8

Product modification refers to a marketing strategy that __________.

Accepted Answer

A)  alters a product's characteristic,such as its quality,performance,or appearance,to increase its value to customers and to increase sales
B)  manages a product's life cycle to increase its use among existing customers,create new use situations,or find new customers
C)  tries to find new customers and convince users who abandoned it to purchase again
D)  drops the lowest producing market segment and replaces it with an entirely new one
E)  combines the lowest producing market segment into others to achieve marketing economies of scaleF) A) and B)
G) A) and E)

Question 9

A trade name 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 name that can be spoken.
C)  the legally registered brand name of a firm's product or service that give it exclusive use,thereby preventing competitors from using it.
D)  the commercial,legal name under which a company does business.
E)  a logotype plus the brand name.F) D) and E)
G) A) and B)

Question 10

Launched in 2012,Pepsi Next (see the photo above) is a "mid-calorie soft drink targeted at consumers who want both taste and low calories.However,over the previous decade or so,other similar mid-/low-calorie soft drinks have failed,such as Pepsi Edge and Coca Cola C2.Which stage of the product life cycle are carbonated soft drinks in according to the textbook?

Accepted Answer

A)  decline stage
B)  maturity stage
C)  accelerated development stage
D)  growth stage
E)  introduction stageF) C) and E)
G) A) and C)

Question 11

To counteract counterfeiting,the U.S.government passed the __________ in 2006.

Accepted Answer

A)  Counterfeiting Prohibition Act
B)  Counterfeiting and Industrial Espionage Act
C)  Stop Counterfeiting Act
D)  Stop Counterfeiting in Manufactured Goods Act
E)  Unauthorized Manufacturing and Copyright ActF) A) and B)
G) None of the above

Question 12

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 D)
G) A) and E)

Question 13

Which stage in the product life cycle is characterized by a slowing of total industry sales or product class revenue?

Accepted Answer

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

Question 14

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) D) and E)
G) B) and C)

Question 15

When General Mills teams up with Hershey Foods to create a cereal called Reese's Peanut Butter Puffs (the Reese's brand belonging to Hershey's) ,what is the General Mills' branding strategy called?

Accepted Answer

A)  manufacturer branding
B)  brand bundling
C)  mixed branding
D)  co-branding
E)  multibrandingF) B) and D)
G) None of the above

Question 16

The product life cycle shown in "C" in Figure 11-3 above is an example of a __________ product.

Accepted Answer

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

Question 17

Figure 11-4 above shows that in 2007,CDs were in which stage of the product life cycle?

Accepted Answer

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

Question 18

Figure 11-6 above shows the sequential process of building brand equity."F" represents the fourth and last step,which is to __________.

Accepted Answer

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

Question 19

Describe a brand name and explain how it is related to a logo.

Accepted Answer

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

Question 20

Changes appearing in the product,characteristically take place in the __________ stage of the product life cycle.

Accepted Answer

A)  introduction
B)  maturity
C)  decline
D)  harvest
E)  growthF) C) and D)
G) A) and D)

Exam 11: Managing Successful Products, Services, and Brands

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

The product life cycle shown in "C" in Figure 11-3 above is an example of a __________ product.

Correct Answer
verified

Which of the following statements regarding labels is most accurate?

Correct Answer
verified

When General Mills teams up with Hershey Foods to create a cereal called Reese's Peanut Butter Puffs (the Reese's brand belonging to Hershey's) ,what is the General Mills' branding strategy called?

Correct Answer
verified

Correct Answer
verified

Soft Drink Ad -Why are warranties important from the perspectives of both consumers and manufacturers?

Correct Answer
verified
Warranties are important in light of inc...
View Answer

Multibranding refers to a branding strategy in which a firm __________.

Correct Answer
verified

A trade name refers to

Correct Answer
verified

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

Correct Answer
verified

The classifications of innovators,early adopters,early majority,late majority,and laggards are all based upon __________.

Correct Answer
verified

Figure 11-6 above shows the sequential process of building brand equity."F" represents the fourth and last step,which is to __________.

Correct Answer
verified

Packaging that provides convenience,product quality,protection,or easy storage offers what kind of benefits?

Correct Answer
verified

Changes appearing in the product,characteristically take place in the __________ stage of the product life cycle.

Correct Answer
verified

Product modification refers to a marketing strategy that __________.

Correct Answer
verified

Describe a brand name and explain how it is related to a logo.

Correct Answer
verified
A brand name is any word,device (design,...
View Answer

Figure 11-4 above shows that in 2007,CDs were in which stage of the product life cycle?

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

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in __________.

Correct Answer
verified

To counteract counterfeiting,the U.S.government passed the __________ in 2006.

Correct Answer
verified

Which stage in the product life cycle is characterized by a slowing of total industry sales or product class revenue?

Correct Answer
verified

Exam 11: Managing Successful Products, Services, and Brands

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

The product life cycle shown in "C" in Figure 11-3 above is an example of a __________ product.

Correct AnswerverifiedShow Answer

Which of the following statements regarding labels is most accurate?

Correct AnswerverifiedShow Answer

When General Mills teams up with Hershey Foods to create a cereal called Reese's Peanut Butter Puffs (the Reese's brand belonging to Hershey's) ,what is the General Mills' branding strategy called?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Soft Drink Ad -Why are warranties important from the perspectives of both consumers and manufacturers?

Correct AnswerverifiedWarranties are important in light of inc...View AnswerShow Answer

Multibranding refers to a branding strategy in which a firm __________.

Correct AnswerverifiedShow Answer

A trade name refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The classifications of innovators,early adopters,early majority,late majority,and laggards are all based upon __________.

Correct AnswerverifiedShow Answer

Figure 11-6 above shows the sequential process of building brand equity."F" represents the fourth and last step,which is to __________.

Correct AnswerverifiedShow Answer

Packaging that provides convenience,product quality,protection,or easy storage offers what kind of benefits?

Correct AnswerverifiedShow Answer

Changes appearing in the product,characteristically take place in the __________ stage of the product life cycle.

Correct AnswerverifiedShow Answer

Product modification refers to a marketing strategy that __________.

Correct AnswerverifiedShow Answer

Describe a brand name and explain how it is related to a logo.

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

Figure 11-4 above shows that in 2007,CDs were in which stage of the product life cycle?

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

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in __________.

Correct AnswerverifiedShow Answer

To counteract counterfeiting,the U.S.government passed the __________ in 2006.

Correct AnswerverifiedShow Answer

Which stage in the product life cycle is characterized by a slowing of total industry sales or product class revenue?

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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Correct Answer
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Correct Answer
verified
Warranties are important in light of inc...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A brand name is any word,device (design,...
View Answer

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
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