Question 1

If a firm's marketing dashboard displays a CDI under 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 D)
G) B) and E)

Question 2

If a customer is reluctant to try a new product because she's afraid it might make her ill,the company is most likely facing a(n) __________ barrier.

Accepted Answer

A)  usage
B)  risk
C)  value
D)  emotional
E)  psychologicalF) A) and B)
G) A) and C)

Question 3

The 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
B)  financial
C)  physical
D)  perceptual
E)  communicationF) D) and E)
G) A) and D)

Question 4

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 minimal 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 D)
G) B) and C)

Question 5

Brand extensions is the practice of

Accepted Answer

A)  manufacturing a product under a new name that consumers will view as an entirely new product line
B)  manufacturing a new product with the same brand name for a new market segment in the same product class so consumers will view it as a logical addition to the original product line
C)  manufacturing accessory products for the base offering,such as Barbie clothes for Barbie Dolls
D)  licensing another firm to manufacture modified versions of the original products
E)  applying the current brand name to enter a completely different product classF) C) and D)
G) A) and C)

Question 6

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

Accepted Answer

A)  women's hosiery
B)  electric cars
C)  convection ovens
D)  pet rocks
E)  sport drinksF) None of the above
G) B) and D)

Question 7

There are several reasons why a consumer would be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a psychological barrier,which occurs when __________.

Accepted Answer

A)  there is no incentive to change
B)  there are physical,economic,or social risks
C)  there are cultural differences
D)  the financial commitment is too great
E)  the product is not consistent with existing habitsF) B) and D)
G) C) and D)

Question 8

A brand name refers to __________.

Accepted Answer

A)  a product's identifier that only can be spoken
B)  a product's identifier that consists of only the symbol or design that cannot be spoken
C)  any word,device (design,sound,shape or color) ,or combination of these used to distinguish a seller's goods or services
D)  the commercial,legal name under which a company does business
E)  the identification of an organization's products based upon individual SKUsF) A) and C)
G) B) and E)

Question 9

One of the primary benefits of branding for consumers is that branding __________.

Accepted Answer

A)  identifies products of highest quality
B)  guarantees lowest prices
C)  makes decision making easier for consumers
D)  indicates that products have more features
E)  makes advertising unnecessaryF) B) and E)
G) C) and E)

Question 10

The __________ stage of the product life cycle is characterized by rapid increases in sales.

Accepted Answer

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

Question 11

Xerox pioneered the first portable fax machine.In 1980,the price was $12,700.Xerox used a(n) __________ pricing strategy to help recover its research and development costs.

Accepted Answer

A)  penetration
B)  cost-plus
C)  skimming
D)  target ROI
E)  above-marketF) A) and D)
G) A) and E)

Question 12

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

Question 13

For any product to be successful,it must be purchased by __________.

Accepted Answer

A)  early adopters and laggards
B)  early majority and late majority
C)  late majority and laggards
D)  innovators and early majority
E)  innovators and early adoptersF) A) and D)
G) B) and D)

Question 14

Which of the following is an example of a product in the maturity stage of the product life cycle?

Accepted Answer

A)  pocket video cameras
B)  hybrid vehicles
C)  3D HDTVs
D)  soft drinks
E)  tablet devicesF) A) and E)
G) B) and D)

Question 15

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

Question 16

When selecting a brand name,it should suggest product benefits; be memorable,distinctive and positive; fit the company or product image; be simple and emotional; and __________.

Accepted Answer

A)  be humorous or mysterious
B)  have no legal or regulatory restrictions
C)  be easy to spell and pronounce
D)  contain no hidden meanings
E)  suggest an air of mysteryF) A) and B)
G) B) and C)

Question 17

Sales exhibit a steady downward trend throughout which stage of the product life cycle?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decay
E)  declineF) C) and D)
G) None of the above

Question 18

Mott's applesauce promotes itself as a low-fat alternative to cooking oil for baked goods.Mott's is __________.

Accepted Answer

A)  finding new users through a product modification strategy
B)  increasing use by existing customers through a product modification strategy
C)  modifying the product characteristics
D)  creating new use situations through a market modification strategy
E)  demarketing the productF) B) and C)
G) D) and E)

Question 19

Reducing the package content without changing package size while maintaining or increasing the package price is referred to as __________.

Accepted Answer

A)  outsourcing
B)  trading up
C)  shrinkage
D)  upsizing
E)  downsizingF) None of the above
G) B) and E)

Question 20

When they were first introduced,peel-back aluminum seals were seen as a great alternative to using a traditional can opener to open cans because many people sliced their fingers with can openers.As soon as the technology became more widely available,many manufacturers switched to this safer,more flexible seal.This packaging innovation demonstrated the importance of a __________.

Accepted Answer

A)  functional benefit
B)  reseller benefit
C)  communication benefit
D)  perceptual benefit
E)  psychological benefitF) B) and E)
G) A) and E)

Exam 10: Managing Successful Products, Services, and Brands

Correct Answer
verified

There are several reasons why a consumer would be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a psychological barrier,which occurs when __________.

Correct Answer
verified

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

Correct Answer
verified

One of the primary benefits of branding for consumers is that branding __________.

Correct Answer
verified

The __________ stage of the product life cycle is characterized by rapid increases in sales.

Correct Answer
verified

Brand extensions is the practice of

Correct Answer
verified

Sales exhibit a steady downward trend throughout which stage of the product life cycle?

Correct Answer
verified

Reducing the package content without changing package size while maintaining or increasing the package price is referred to as __________.

Correct Answer
verified

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

Correct Answer
verified

If a customer is reluctant to try a new product because she's afraid it might make her ill,the company is most likely facing a(n) __________ barrier.

Correct Answer
verified

Which of the following is an example of a product in the maturity stage of the product life cycle?

Correct Answer
verified

The 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 Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Xerox pioneered the first portable fax machine.In 1980,the price was $12,700.Xerox used a(n) __________ pricing strategy to help recover its research and development costs.

Correct Answer
verified

When selecting a brand name,it should suggest product benefits; be memorable,distinctive and positive; fit the company or product image; be simple and emotional; and __________.

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

Mott's applesauce promotes itself as a low-fat alternative to cooking oil for baked goods.Mott's is __________.

Correct Answer
verified

A brand name refers to __________.

Correct Answer
verified

For any product to be successful,it must be purchased by __________.

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

Correct AnswerverifiedShow Answer

There are several reasons why a consumer would be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a psychological barrier,which occurs when __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One of the primary benefits of branding for consumers is that branding __________.

Correct AnswerverifiedShow Answer

The __________ stage of the product life cycle is characterized by rapid increases in sales.

Correct AnswerverifiedShow Answer

Brand extensions is the practice of

Correct AnswerverifiedShow Answer

Sales exhibit a steady downward trend throughout which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Reducing the package content without changing package size while maintaining or increasing the package price is referred to as __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

If a customer is reluctant to try a new product because she's afraid it might make her ill,the company is most likely facing a(n) __________ barrier.

Correct AnswerverifiedShow Answer

Which of the following is an example of a product in the maturity stage of the product life cycle?

Correct AnswerverifiedShow Answer

The 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 products would have a fashion product life cycle curve?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Xerox pioneered the first portable fax machine.In 1980,the price was $12,700.Xerox used a(n) __________ pricing strategy to help recover its research and development costs.

Correct AnswerverifiedShow Answer

When selecting a brand name,it should suggest product benefits; be memorable,distinctive and positive; fit the company or product image; be simple and emotional; and __________.

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

Mott's applesauce promotes itself as a low-fat alternative to cooking oil for baked goods.Mott's is __________.

Correct AnswerverifiedShow Answer

A brand name refers to __________.

Correct AnswerverifiedShow Answer

For any product to be successful,it must be purchased by __________.

Correct AnswerverifiedShow Answer

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verified

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