Question 1

Among teenagers Pez has a __________ percent awareness level.

Accepted Answer

A)   50%
B)   60%
C)   75%
D)   89%
E)   98%F) A) and B)
G) A) and E)

Question 2

Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity.The third step is to elicit the proper consumer responses to a brand's identity and meaning.This step consists of two dimensions,"B" and "C," which stand for __________ and __________.

Accepted Answer

A)   brand identity; brand emotion
B)   brand performance; brand imagery
C)   consumer judgments; consumer feelings
D)   brand awareness; consumer-brand connection
E)   consumer feelings; brand imageryF) A) and E)
G) B) and E)

Question 3

Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity."A" 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) C) and D)
G) A) and B)

Question 4

identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use,thereby preventing others from using it,is referred to as a __________.

Accepted Answer

A)   brand name
B)   copyright
C)   trademark
D)   label
E)   trade nameF) A) and B)
G) A) and C)

Question 5

Kellogg's changed the name of its Heartwise cereal to Fiberwise MOST likely to __________.

Accepted Answer

A)   respond to a changing public interest from heart to intestinal health issues
B)   convey a stronger product image, since "heart" implied sentimentality and "fiber" implied strength
C)   comply with Food and Drug Administration guidelines on the use of the word "heart" in food brand names
D)   avoid a lawsuit by the makers of Heartwise Organic Cereal because they claimed the names and benefits were too similar
E)   complement its new line of breakfast fiber barsF) None of the above
G) C) and D)

Question 6

Huggies Photo
-Consider the Huggies photo above.Equity in the Huggies family brand name has allowed Kimberley-Clark to successfully use __________ to leverage the strong Huggies brand equity among mothers 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) A) and B)
G) All of the above

Question 7

long is a product life cycle? What determines its length?

Accepted Answer

There is no set time that a product take...

Question 8

During the introduction stage of the product life cycle,promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand.The consumer demand that is stimulated is referred to as __________ demand.

Accepted Answer

A)   selective
B)   primary
C)   derived
D)   generic
E)   secondaryF) A) and B)
G) C) and D)

Question 9

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

Accepted Answer

A)   retailer branding
B)   multiproduct branding
C)   multibranding
D)   private branding
E)   mixed brandingF) None of the above
G) A) and B)

Question 10

Which of the following occurs during the decline stage of the product life cycle?

Accepted Answer

A)   Sales decrease substantially.
B)   Flanking product lines are added.
C)   The product becomes less vulnerable to changes in the marketing environment.
D)   Promotional support is increased.
E)   Competition becomes intense as more competitors enter the market.F) None of the above
G) All of the above

Question 11

Which of the following products would have a fashion product life cycle curve?

Accepted Answer

A)   parabolic skis
B)   personal flotation devices
C)   razor blades
D)   high-top sneakers
E)   hockey helmetsF) D) and E)
G) C) and E)

Question 12

selecting a brand name,it should (1) suggest product benefits; (2) be memorable,distinctive and positive; (3) fit the company or product image; (4) __________; and (5) be simple and emotional.

Accepted Answer

A)   never have a humorous connotation
B)   be easy to spell and pronounce
C)   be patented
D)   not be easily imitated
E)   have no legal or regulatory restrictionsF) B) and D)
G) A) and B)

Question 13

Rose went shopping for a new purse,she thought she had found a real value-a Gucci purse for about 50% of what she was planning to pay.When she looked more closely,she noticed that the purse was identical to a Gucci but was not manufactured by Gucci.This was most likely an example of __________.

Accepted Answer

A)   product counterfeiting
B)   brand licensing
C)   co-branding
D)   brand imitation
E)   re-manufacturingF) A) and D)
G) C) and D)

Question 14

organization's use of a name,phrase,design,symbol,or combination of these to identify its products and distinguish them from those of competitors is referred to as __________.

Accepted Answer

A)   a label
B)   branding
C)   a trademark
D)   a brand name
E)   a trade nameF) A) and E)
G) A) and B)

Question 15

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 E)
G) C) and D)

Question 16

__________ 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 E)
G) B) and E)

Question 17

Which stage in the product life cycle is characterized by a rapid increase in sales and the appearance of competitors?

Accepted Answer

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

Question 18

Which of the following statements about the decline stage of the product life cycle is MOST accurate?

Accepted Answer

A)   Ironically, in the decline stage, sales decline even though profits increase.
B)   A product always enters the decline stage as the result a major product flaw or marketing misstep.
C)   A major reason that a firm's product enters the decline stage is as a result of a change in the marketing environment.
D)   The only real step that can be taken to avoid the decline stage and ultimately extinction is to increase marketing expenditures as soon as the product enters its maturity stage.
E)   Service industries are exempt from the decline stage because of their intangible nature.F) A) and B)
G) C) and D)

Question 19

belief that products originating from one country would be of better or worse quality than the products from another country illustrates the _____ benefits that packaging information can provide.

Accepted Answer

A)   functional be
B)   financial
C)   physical
D)   perceptual
E)   communicationF) None of the above
G) A) and B)

Question 20

Warranties that have no limits of noncoverage are called __________ warranties.

Accepted Answer

A)   guaranteed
B)   full
C)   implied
D)   coverage
E)   expressF) A) and C)
G) A) and B)

Exam 11: Managing Successful Products,Services,and Brands

long is a product life cycle? What determines its length?

Correct AnswerverifiedThere is no set time that a product take...View AnswerShow Answer

organization's use of a name,phrase,design,symbol,or combination of these to identify its products and distinguish them from those of competitors is referred to as __________.

Correct AnswerverifiedShow Answer

Which of the following statements about the decline stage of the product life cycle is MOST accurate?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Rose went shopping for a new purse,she thought she had found a real value-a Gucci purse for about 50% of what she was planning to pay.When she looked more closely,she noticed that the purse was identical to a Gucci but was not manufactured by Gucci.This was most likely an example of __________.

Correct AnswerverifiedShow Answer

During the introduction stage of the product life cycle,promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand.The consumer demand that is stimulated is referred to as __________ demand.

Correct AnswerverifiedShow Answer

Warranties that have no limits of noncoverage are called __________ warranties.

Correct AnswerverifiedShow Answer

Kellogg's changed the name of its Heartwise cereal to Fiberwise MOST likely to __________.

Correct AnswerverifiedShow Answer

Figure 11-6 -Figure 11-6 above shows the sequential process of building brand equity.The third step is to elicit the proper consumer responses to a brand's identity and meaning.This step consists of two dimensions,"B" and "C," which stand for __________ and __________.

Correct AnswerverifiedShow Answer

identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use,thereby preventing others from using it,is referred to as a __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Huggies Photo -Consider the Huggies photo above.Equity in the Huggies family brand name has allowed Kimberley-Clark to successfully use __________ to leverage the strong Huggies brand equity among mothers when it introduced a full line of baby and toddler toiletries.

Correct AnswerverifiedShow Answer

Among teenagers Pez has a __________ percent awareness level.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

selecting a brand name,it should (1) suggest product benefits; (2) be memorable,distinctive and positive; (3) fit the company or product image; (4) __________; and (5) be simple and emotional.

Correct AnswerverifiedShow Answer

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

Which of the following products would have a fashion product life cycle curve?

Correct AnswerverifiedShow Answer

belief that products originating from one country would be of better or worse quality than the products from another country illustrates the _____ benefits that packaging information can provide.

Correct AnswerverifiedShow Answer

Which of the following occurs during the decline stage of the product life cycle?

Correct AnswerverifiedShow Answer

Which stage in the product life cycle is characterized by a rapid increase in sales and the appearance of competitors?

Correct AnswerverifiedShow Answer

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Figure 11-6 -Figure 11-6 above shows the sequential process of building brand equity.The third step is to elicit the proper consumer responses to a brand's identity and meaning.This step consists of two dimensions,"B" and "C," which stand for and .

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