Question 1

A __________ is a brand strategy designed to counteract or confront competitors' brands.

Accepted Answer

A)  co-brand
B)  private brand
C)  fighting brand
D)  brand extension
E)  subbrandF) C) and D)
G) A) and C)

Question 2

Johnson & Johnson effectively __________ St.Joseph Aspirin from a product for infants to one targeted at adults who may need a low-strength aspirin designed to reduce the risk of heart attacks or strokes.

Accepted Answer

A)  reinvented
B)  resurrected
C)  reconfigured
D)  repositioned
E)  realignedF) B) and E)
G) A) and D)

Question 3

Reducing the number of features,qualities,or price when repositioning a product is referred to as __________.

Accepted Answer

A)  product paring
B)  down trading
C)  product deflation
D)  trading down
E)  product simplificationF) B) and C)
G) None of the above

Question 4

The marketing objective for a product in the __________ stage of the product life cycle is to create consumer awareness and stimulate trial.

Accepted Answer

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

Question 5

Product packaging,such as the Pringles cylindrical package,is one example of the product's __________.

Accepted Answer

A)  functional benefits
B)  convenience
C)  communication benefits
D)  technology
E)  renewable resourcesF) A) and B)
G) C) and D)

Question 6

All of the following are important aspects of product life cycles EXCEPT:

Accepted Answer

A)  the shape of their sales curves.
B)  the rate at which consumers adopt products.
C)  how they vary with different levels of products.
D)  competitors create "me too" products.
E)  their length.F) C) and D)
G) A) and B)

Question 7

Private branding 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) B) and D)
G) All of the above

Question 8

Over a decade ago,Survivor premiered as a nighttime reality TV show during the summer season when TV ratings are normally low and TV viewing options consisted primarily of reruns.The marketing goals for the first show included making television viewers aware of its existence and generating enough excitement about the show so that millions of viewers would watch the first episode.Based on this description,the TV show was in what stage of its product life cycle?

Accepted Answer

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

Question 9

Vinyl records,cassette tapes,CDs,and music downloads (mp3 files) are all members of the same

Accepted Answer

A)  product form.
B)  product mix.
C)  product line.
D)  product item.
E)  product class.F) B) and D)
G) None of the above

Question 10

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies attempt to overcome barriers to product adoption during the __________ stage of a product's life cycle.

Accepted Answer

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

Question 11

Figure 11-6 above shows the sequential process of building brand equity."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) A) and E)
G) None of the above

Question 12

Which of the following is a multiproduct branding strategy?

Accepted Answer

A)  mixed branding
B)  product line extensions
C)  multibranding
D)  brand licensing
E)  private brandingF) A) and D)
G) A) and C)

Question 13

All of the following are true about the length of product life cycles EXCEPT:

Accepted Answer

A)  the length of service life cycles is typically longer than those for products.
B)  there is no set time that a product takes to move through its life cycle.
C)  technological change shortens product life cycles as new products replace existing ones.
D)  the use of mass media tends to shorten product life cycles.
E)  consumer products have shorter life cycles than business products.F) A) and D)
G) A) and E)

Question 14

Products tend to consume a disproportionate share of management and financial resources relative to their future worth throughout which stage of the product life cycle?

Accepted Answer

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

Question 15

Products that experience rapid sales on introduction and then an equally rapid decline are called __________ products.

Accepted Answer

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

Question 16

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 itself.F) All of the above
G) A) and C)

Question 17

Companies can employ several different branding strategies.In Figure 11-7 above,"B" represents a __________ strategy.

Accepted Answer

A)  retailer branding
B)  multiproduct branding
C)  multibranding
D)  private branding
E)  mixed brandingF) B) and E)
G) A) and E)

Question 18

Counterfeit products steal sales from the original manufacturer or harm the company's reputation.U.S.companies lose about __________ each year to counterfeit products.

Accepted Answer

A)  $100 million
B)  $1 billion
C)  $10 billion
D)  $100 billion
E)  $250 billionF) A) and D)
G) C) and E)

Question 19

The only difference between a brand name and a trade name is

Accepted Answer

A)  brand names are licensed while trade names are not.
B)  trade names are legally registered and brand names may not be.
C)  a brand name is only the word that is spoken to distinguish a seller's products or services but a trade name consists of both the spoken and unspoken word or mark that distinguishes a seller's products or services.
D)  a brand name can cover an array of company product items while a trademark can only apply to a single SKU for a product item.
E)  brand names are protected by law but trademarks are not.F) A) and C)
G) B) and E)

Question 20

Greeting cards are an example of a __________ while Valentine cards are an example of a __________.

Accepted Answer

A)  product line;product class
B)  product family;product line
C)  product class;product form
D)  product brand;product line
E)  product form;product classF) D) and E)
G) B) and C)

Exam 11: Managing Successful Products, Services, and Brands

A __________ is a brand strategy designed to counteract or confront competitors' brands.

Correct Answer
verified

All of the following are important aspects of product life cycles EXCEPT:

Correct Answer
verified

Correct Answer
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Vinyl records,cassette tapes,CDs,and music downloads (mp3 files) are all members of the same

Correct Answer
verified

Reducing the number of features,qualities,or price when repositioning a product is referred to as __________.

Correct Answer
verified

Products that experience rapid sales on introduction and then an equally rapid decline are called __________ products.

Correct Answer
verified

Counterfeit products steal sales from the original manufacturer or harm the company's reputation.U.S.companies lose about __________ each year to counterfeit products.

Correct Answer
verified

Product packaging,such as the Pringles cylindrical package,is one example of the product's __________.

Correct Answer
verified

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies attempt to overcome barriers to product adoption during the __________ stage of a product's life cycle.

Correct Answer
verified

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

Correct Answer
verified

Companies can employ several different branding strategies.In Figure 11-7 above,"B" represents a __________ strategy.

Correct Answer
verified

All of the following are true about the length of product life cycles EXCEPT:

Correct Answer
verified

Greeting cards are an example of a while Valentine cards are an example of a .

Correct Answer
verified

Which of the following is a multiproduct branding strategy?

Correct Answer
verified

The only difference between a brand name and a trade name is

Correct Answer
verified

Figure 11-6 above shows the sequential process of building brand equity."A" represents the first step,which is to __________.

Correct Answer
verified

Johnson & Johnson effectively __________ St.Joseph Aspirin from a product for infants to one targeted at adults who may need a low-strength aspirin designed to reduce the risk of heart attacks or strokes.

Correct Answer
verified

Products tend to consume a disproportionate share of management and financial resources relative to their future worth throughout which stage of the product life cycle?

Correct Answer
verified

The marketing objective for a product in the __________ stage of the product life cycle is to create consumer awareness and stimulate trial.

Correct Answer
verified

The formula to calculate a CDI = __________.

Correct Answer
verified

Exam 11: Managing Successful Products, Services, and Brands

A __________ is a brand strategy designed to counteract or confront competitors' brands.

Correct AnswerverifiedShow Answer

All of the following are important aspects of product life cycles EXCEPT:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Vinyl records,cassette tapes,CDs,and music downloads (mp3 files) are all members of the same

Correct AnswerverifiedShow Answer

Reducing the number of features,qualities,or price when repositioning a product is referred to as __________.

Correct AnswerverifiedShow Answer

Products that experience rapid sales on introduction and then an equally rapid decline are called __________ products.

Correct AnswerverifiedShow Answer

Counterfeit products steal sales from the original manufacturer or harm the company's reputation.U.S.companies lose about __________ each year to counterfeit products.

Correct AnswerverifiedShow Answer

Product packaging,such as the Pringles cylindrical package,is one example of the product's __________.

Correct AnswerverifiedShow Answer

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies attempt to overcome barriers to product adoption during the __________ stage of a product's life cycle.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Companies can employ several different branding strategies.In Figure 11-7 above,"B" represents a __________ strategy.

Correct AnswerverifiedShow Answer

All of the following are true about the length of product life cycles EXCEPT:

Correct AnswerverifiedShow Answer

Greeting cards are an example of a __________ while Valentine cards are an example of a __________.

Correct AnswerverifiedShow Answer

Which of the following is a multiproduct branding strategy?

Correct AnswerverifiedShow Answer

The only difference between a brand name and a trade name is

Correct AnswerverifiedShow Answer

Figure 11-6 above shows the sequential process of building brand equity."A" represents the first step,which is to __________.

Correct AnswerverifiedShow Answer

Johnson & Johnson effectively __________ St.Joseph Aspirin from a product for infants to one targeted at adults who may need a low-strength aspirin designed to reduce the risk of heart attacks or strokes.

Correct AnswerverifiedShow Answer

Products tend to consume a disproportionate share of management and financial resources relative to their future worth throughout which stage of the product life cycle?

Correct AnswerverifiedShow Answer

The marketing objective for a product in the __________ stage of the product life cycle is to create consumer awareness and stimulate trial.

Correct AnswerverifiedShow Answer

The formula to calculate a CDI = __________.

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Greeting cards are an example of a while Valentine cards are an example of a .

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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