Question 1

A product life cycle that results from products that are easily imitated by competitors,whose benefits are readily understood by consumers,and for which the appropriate marketing strategy is to broaden distribution quickly is typical for __________ products.

Accepted Answer

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

Question 2

Kemps Dairy makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy) .Kemps Dairy had to pay Wrigley,the owner of the Life Savers brand name,a fee to market this concoction.This is most likely an example of __________.

Accepted Answer

A)  generic branding
B)  reseller licensing
C)  mixed branding
D)  brand licensing
E)  co-brandingF) A) and E)
G) A) and D)

Question 3

What is the marketing objective for the decline stage of the product life cycle?

Accepted Answer

A)  harvesting
B)  add outlets
C)  stress differentiation
D)  gain awareness
E)  maintain brand loyaltyF) C) and E)
G) A) and B)

Question 4

Men who tried the Gillette Fusion razor were so satisfied with it that 60 percent of them adopted the product permanently.These men are known as __________ purchasers.

Accepted Answer

A)  repeat
B)  replicate
C)  recurring
D)  recursive
E)  die-hardF) A) and B)
G) A) and C)

Question 5

A product in the introduction stage of its product life cycle should have which of the following marketing objective(s) ?

Accepted Answer

A)  stress differentiation
B)  gain awareness and stimulate trial
C)  foster brand loyalty
D)  gain as much distribution as possible
E)  target a marketing nicheF) None of the above
G) A) and E)

Question 6

In which stage of the product life cycle do marginal competitors begin to leave the market?

Accepted Answer

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

Question 7

If a firm's marketing dashboard displays a CDI over 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,this indicates which of the following?

Accepted Answer

A)  a weak brand position in a segment
B)  a strong brand position in a segment
C)  above-average product category purchases by a market segment
D)  below-average product category purchases by a market segment
E)  There is not enough information to make any conclusions.F) A) and B)
G) B) and E)

Question 8

The Coca-Cola Company is the __________ of that firm.

Accepted Answer

A)  logo
B)  brand name
C)  trade name
D)  brand identity
E)  trademarkF) A) and E)
G) A) and D)

Question 9

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) eliciting the proper consumer responses to a brand's identity and meaning;and (4) __________.

Accepted Answer

A)  easing consumers' decision making
B)  forming a brand personality
C)  creating a consumer-brand connection
D)  rewarding loyal customer behavior
E)  developing brand licensing criteriaF) A) and C)
G) All of the above

Question 10

In which stage of the product life cycle is it important to broaden distribution of the product?

Accepted Answer

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

Question 11

In terms of new product purchases,early adopters

Accepted Answer

A)  have a fear debt and use neighbors and friends as information sources.
B)  are skeptical and have below average social status.
C)  are deliberate and use many informal social contacts.
D)  are leaders in social settings and have a slightly above average education.
E)  are venturesome,highly educated,and use multiple information sources.F) C) and D)
G) A) and B)

Question 12

The Toro Company makes Toro snow blowers,Toro lawn mowers,Toro yard tools,and Toro sprinkler systems.The Toro Company uses a __________ branding strategy.

Accepted Answer

A)  multibranding
B)  family branding
C)  co-branding
D)  uniform branding
E)  mixed brandingF) None of the above
G) A) and E)

Question 13

The initial purchase of a product by a consumer is referred to as a(n) __________.

Accepted Answer

A)  product sampling
B)  first buy
C)  trial
D)  assessment
E)  examination periodF) A) and E)
G) B) and E)

Question 14

Compare the three ways to manage a product through its product life cycle.

Accepted Answer

The three ways a product or brand manage...

Question 15

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.One of these indexes is the CDI or __________.

Accepted Answer

A)  category development index
B)  consumer development index
C)  competitive development index
D)  channel development index
E)  customization development indexF) B) and C)
G) A) and E)

Question 16

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of __________.

Accepted Answer

A)  brand licensing
B)  co-branding
C)  generic branding
D)  reseller licensing
E)  mixed brandingF) B) and C)
G) A) and E)

Question 17

Interactive television with video-on-demand capabilities changes how people watch television and how consumers access the Internet.This technology requires significant customer education for most people.What type of product life cycle would be associated with this product?

Accepted Answer

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

Question 18

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies __________.

Accepted Answer

A)  lose money during the introductory stage of a product's life cycle
B)  convince laggards to try a new product
C)  recoup research and development costs
D)  influence the product life cycle of fashion products
E)  attempt to overcome barriers to adoptionF) C) and E)
G) A) and B)

Question 19

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

Accepted Answer

A)  paid search on Google,Bing,and/or Yahoo!
B)  public relations.
C)  Facebook.
D)  its website secret.com.
E)  brand ambassadors.F) A) and B)
G) A) and C)

Question 20

Multiproduct branding refers to a branding strategy __________.

Accepted Answer

A)  that involves giving each product a distinct name when each brand is intended for a different market segment
B)  that uses different brand names for the same product across multiple countries
C)  in which a company uses one name for all its products in a product class
D)  in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer
E)  in which a company uses a contractual agreement to allow someone else to use its brand name for a feeF) B) and C)
G) A) and E)

Exam 11: Managing Successful Products, Services, and Brands

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.One of these indexes is the CDI or __________.

Correct AnswerverifiedShow Answer

Multiproduct branding refers to a branding strategy __________.

Correct AnswerverifiedShow Answer

Compare the three ways to manage a product through its product life cycle.

Correct AnswerverifiedThe three ways a product or brand manage...View AnswerShow Answer

In terms of new product purchases,early adopters

Correct AnswerverifiedShow Answer

In which stage of the product life cycle do marginal competitors begin to leave the market?

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) eliciting the proper consumer responses to a brand's identity and meaning;and (4) __________.

Correct AnswerverifiedShow Answer

What is the marketing objective for the decline stage of the product life cycle?

Correct AnswerverifiedShow Answer

In which stage of the product life cycle is it important to broaden distribution of the product?

Correct AnswerverifiedShow Answer

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies __________.

Correct AnswerverifiedShow Answer

The initial purchase of a product by a consumer is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

A product life cycle that results from products that are easily imitated by competitors,whose benefits are readily understood by consumers,and for which the appropriate marketing strategy is to broaden distribution quickly is typical for __________ products.

Correct AnswerverifiedShow Answer

If a firm's marketing dashboard displays a CDI over 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,this indicates which of the following?

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

A product in the introduction stage of its product life cycle should have which of the following marketing objective(s) ?

Correct AnswerverifiedShow Answer

The Coca-Cola Company is the __________ of that firm.

Correct AnswerverifiedShow Answer

Interactive television with video-on-demand capabilities changes how people watch television and how consumers access the Internet.This technology requires significant customer education for most people.What type of product life cycle would be associated with this product?

Correct AnswerverifiedShow Answer

The Toro Company makes Toro snow blowers,Toro lawn mowers,Toro yard tools,and Toro sprinkler systems.The Toro Company uses a __________ branding strategy.

Correct AnswerverifiedShow Answer

Kemps Dairy makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy) .Kemps Dairy had to pay Wrigley,the owner of the Life Savers brand name,a fee to market this concoction.This is most likely an example of __________.

Correct AnswerverifiedShow Answer

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of __________.

Correct AnswerverifiedShow Answer

Men who tried the Gillette Fusion razor were so satisfied with it that 60 percent of them adopted the product permanently.These men are known as __________ purchasers.

Correct AnswerverifiedShow Answer

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