Question 1

Trading down refers to __________ when repositioning a product.

Accepted Answer

A)  reducing the number of features, qualities, or price
B)  reducing the amount of product carried as inventory
C)  reducing the number of product items in a product line
D)  redirecting marketing resources from a cash cow target market to one that is not performing as well in the hopes of increasing sales and profits
E)  encouraging consumers through the use of coupons and deals to purchase a firm's lower-priced productsF) C) and D)
G) B) and D)

Question 2

A strategy for managing a product's life cycle that attempts to find new customers, increase a product's use among existing customers, or create new use situations is referred to as __________.

Accepted Answer

A)  market modification
B)  product modification
C)  product repositioning
D)  product extension
E)  diversificationF) B) and C)
G) C) and E)

Question 3

When the Floral Council, a trade association of flower shop retailers, advertises that giving flowers is a thoughtful and appreciated gift for any occasion, it is trying to stimulate __________ demand.

Accepted Answer

A)  selective
B)  primary
C)  derived
D)  generic
E)  secondaryF) A) and C)
G) None of the above

Question 4

During the introduction stage of the product life cycle, the strategy that discourages competitive entry by charging a low price for a new product is referred to as __________ pricing.

Accepted Answer

A)  penetration
B)  cost-plus
C)  target ROI
D)  below-market
E)  skimmingF) A) and E)
G) D) and E)

Question 5

Some singers sing a great song that shoots to the top of the charts. The singers then go on tour and have sold-out concerts everywhere they appear. Just as quickly (particularly if they are unable to follow their first hit song with a second one) , they are singing in half-filled concert halls, then smaller clubs, and eventually no one wants to hear them perform. Such "one-hit wonder" singers are best categorized as being __________ products.

Accepted Answer

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

Question 6

Which of the following products has the brand name that best suggests its benefit according to the six criteria for selecting a good brand name?

Accepted Answer

A)  Spam canned meat
B)  Ken's salad dressing
C)  Formula 409 cleaner
D)  Match Light charcoal
E)  Bayer aspirinF) A) and D)
G) C) and D)

Question 7

In terms of the diffusion of innovation, early adopters account for __________ of product adopters.

Accepted Answer

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

Question 8

Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price. Georgia-Pacific used a(n)  __________ strategy.

Accepted Answer

A)  outsourcing
B)  trading up
C)  shrinkage
D)  downsizing
E)  product modificationF) A) and E)
G) None of the above

Question 9

Since Gatorade Thirst Quencher was concocted in 1965, its marketers have introduced Gatorade Xtremo in 2002, Gatorade AM in 2007, and the Gatorade G Series in 2010, to name a few. These introductions are examples of __________.

Accepted Answer

A)  brand extensions
B)  subbranding
C)  primary demand
D)  product line extensions
E)  a product classF) D) and E)
G) C) and E)

Question 10

Many services depend on __________ for the creation and delivery of the customer service experience.

Accepted Answer

A)  people
B)  government
C)  process
D)  productivity
E)  physical environmentF) A) and B)
G) A) and C)

Question 11

-Consider the Amazon Kindle photo above. According to the textbook, in what stage of the product life cycle are e-book readers like the Kindle?

Accepted Answer

A)  harvest
B)  decline
C)  maturity
D)  growth
E)  introductionF) B) and C)
G) C) and D)

Question 12

Many service businesses use off-peak pricing to reflect variations in

Accepted Answer

A)  costs of delivering service.
B)  supply for a service.
C)  profitability based on time of day or week.
D)  demand for a service.
E)  capacity.F) A) and D)
G) B) and D)

Question 13

-Consider the Huggies photo above. Kimberley-Clark has successfully leveraged the strong Huggies brand image among mothers in its use of __________ when it introduced a full line of baby and toddler toiletries.

Accepted Answer

A)  product line branding
B)  subbranding
C)  multiproduct branding
D)  mixed branding
E)  brand extensionsF) B) and C)
G) A) and E)

Question 14

A manufacturer's branding strategy in which a distinct brand name is given to each of its products is referred to as __________.

Accepted Answer

A)  multiproduct branding
B)  generic branding
C)  product differentiation branding
D)  mixed branding
E)  multibrandingF) A) and E)
G) A) and D)

Question 15

In terms of its effect on faxing, e-mail has __________.

Accepted Answer

A)  led to a significant number of improvements in fax machine technology to keep the product class competitive
B)  led to a significant decrease in fax machine sales because e-mail better suits the needs of the business community
C)  led to a significant increase in fax machine purchases due to distrust of e-mail spam
D)  a modest impact since the two technologies do not directly compete with each other
E)  caused most fax machine manufacturers to incorporate new Internet technology to send, receive, and print e-mails through a wireless connection to a personal computerF) A) and E)
G) A) and B)

Question 16

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 B)
G) A) and D)

Question 17

Apple introduced the iPhone and iPad with multitouch screens, as well as the Magic Trackpad, also a multitouch device. These devices require consumers to use gestures (touch, swipe, tap, etc.)  to perform various functions. This could make the mouse, a device Apple invented in 1977 for its Apple II, obsolete. With the emergence of multitouch technologies, the mouse most likely is now in the __________ stage of its product life cycle.

Accepted Answer

A)  introduction
B)  decline
C)  maturity
D)  deletion
E)  harvestingF) C) and D)
G) D) and E)

Question 18

The four steps in the sequential process of building the brand equity pyramid include: (1)  developing positive brand awareness; (2)  establishing a brand's meaning in the minds of consumers; (3)  __________; and (4)  creating an intense, active, and loyal consumer-brand connection.

Accepted Answer

A)  forming a brand personality
B)  easing consumers' decision making
C)  developing brand licensing criteria
D)  rewarding loyal customer behavior
E)  eliciting the proper consumer responses to a brand's identity and meaningF) C) and E)
G) A) and B)

Question 19

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) A) and C)
G) D) and E)

Question 20

Mars, Inc. sells Snickers, Milky Way, Twix, Skittles, Dove, Starburst, M&Ms, and Three Musketeer candy. This variety of brand names is typical of a __________ strategy.

Accepted Answer

A)  co-branding
B)  multibranding
C)  multiproduct
D)  mixed brand
E)  private brandingF) A) and D)
G) A) and E)

Exam 10: Managing Successful Products, Services, and Brands

A manufacturer's branding strategy in which a distinct brand name is given to each of its products is referred to as __________.

Correct Answer
verified

During the introduction stage of the product life cycle, the strategy that discourages competitive entry by charging a low price for a new product is referred to as __________ pricing.

Correct Answer
verified

Many services depend on __________ for the creation and delivery of the customer service experience.

Correct Answer
verified

Which of the following products has the brand name that best suggests its benefit according to the six criteria for selecting a good brand name?

Correct Answer
verified

-Consider the Huggies photo above. Kimberley-Clark has successfully leveraged the strong Huggies brand image among mothers in its use of __________ when it introduced a full line of baby and toddler toiletries.

Correct Answer
verified

In terms of the diffusion of innovation, early adopters account for __________ of product adopters.

Correct Answer
verified

The four steps in the sequential process of building the brand equity pyramid include: (1) developing positive brand awareness; (2) establishing a brand's meaning in the minds of consumers; (3) __________; and (4) creating an intense, active, and loyal consumer-brand connection.

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

In terms of its effect on faxing, e-mail has __________.

Correct Answer
verified

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

Correct Answer
verified

Trading down refers to __________ when repositioning a product.

Correct Answer
verified

Since Gatorade Thirst Quencher was concocted in 1965, its marketers have introduced Gatorade Xtremo in 2002, Gatorade AM in 2007, and the Gatorade G Series in 2010, to name a few. These introductions are examples of __________.

Correct Answer
verified

Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price. Georgia-Pacific used a(n) __________ strategy.

Correct Answer
verified

When the Floral Council, a trade association of flower shop retailers, advertises that giving flowers is a thoughtful and appreciated gift for any occasion, it is trying to stimulate __________ demand.

Correct Answer
verified

Correct Answer
verified

-Consider the Amazon Kindle photo above. According to the textbook, in what stage of the product life cycle are e-book readers like the Kindle?

Correct Answer
verified

Mars, Inc. sells Snickers, Milky Way, Twix, Skittles, Dove, Starburst, M&Ms, and Three Musketeer candy. This variety of brand names is typical of a __________ strategy.

Correct Answer
verified

A strategy for managing a product's life cycle that attempts to find new customers, increase a product's use among existing customers, or create new use situations is referred to as __________.

Correct Answer
verified

Many service businesses use off-peak pricing to reflect variations in

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

A manufacturer's branding strategy in which a distinct brand name is given to each of its products is referred to as __________.

Correct AnswerverifiedShow Answer

During the introduction stage of the product life cycle, the strategy that discourages competitive entry by charging a low price for a new product is referred to as __________ pricing.

Correct AnswerverifiedShow Answer

Many services depend on __________ for the creation and delivery of the customer service experience.

Correct AnswerverifiedShow Answer

Which of the following products has the brand name that best suggests its benefit according to the six criteria for selecting a good brand name?

Correct AnswerverifiedShow Answer

-Consider the Huggies photo above. Kimberley-Clark has successfully leveraged the strong Huggies brand image among mothers in its use of __________ when it introduced a full line of baby and toddler toiletries.

Correct AnswerverifiedShow Answer

In terms of the diffusion of innovation, early adopters account for __________ of product adopters.

Correct AnswerverifiedShow Answer

The four steps in the sequential process of building the brand equity pyramid include: (1) developing positive brand awareness; (2) establishing a brand's meaning in the minds of consumers; (3) __________; and (4) creating an intense, active, and loyal consumer-brand connection.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In terms of its effect on faxing, e-mail has __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Trading down refers to __________ when repositioning a product.

Correct AnswerverifiedShow Answer

Since Gatorade Thirst Quencher was concocted in 1965, its marketers have introduced Gatorade Xtremo in 2002, Gatorade AM in 2007, and the Gatorade G Series in 2010, to name a few. These introductions are examples of __________.

Correct AnswerverifiedShow Answer

Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price. Georgia-Pacific used a(n) __________ strategy.

Correct AnswerverifiedShow Answer

When the Floral Council, a trade association of flower shop retailers, advertises that giving flowers is a thoughtful and appreciated gift for any occasion, it is trying to stimulate __________ demand.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

-Consider the Amazon Kindle photo above. According to the textbook, in what stage of the product life cycle are e-book readers like the Kindle?

Correct AnswerverifiedShow Answer

Mars, Inc. sells Snickers, Milky Way, Twix, Skittles, Dove, Starburst, M&Ms, and Three Musketeer candy. This variety of brand names is typical of a __________ strategy.

Correct AnswerverifiedShow Answer

A strategy for managing a product's life cycle that attempts to find new customers, increase a product's use among existing customers, or create new use situations is referred to as __________.

Correct AnswerverifiedShow Answer

Many service businesses use off-peak pricing to reflect variations in

Correct AnswerverifiedShow 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

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

Correct Answer
verified

Correct Answer
verified