Question 1

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

Accepted Answer

A)  women's hosiery
B)  car tattoos
C)  electric cars
D)  convection ovens
E)  sport drinksF) A) and B)
G) A) and C)

Question 2

Which of the following statements regarding labels is most accurate?

Accepted Answer

A)  Although labels are can carry useful information,the less information communicated,the better.
B)  The brand logo or brand name should always be the largest image on a label.
C)  Labels can be very expensive,but they are important because they often are the first contact the consumer has with the product.
D)  The best labels to use on food products are those that can be easily removed to promote recycling of the package.
E)  One penny for every dollar consumers spend on products goes towards packaging and labeling costs.F) A) and D)
G) A) and E)

Question 3

All of the following are true about the price element of services EXCEPT:

Accepted Answer

A)  price can be referred to in a variety of terms.
B)  price can affect consumer perceptions of the service.
C)  price is used in on-peak pricing to manage the variations in supply for the service.
D)  price can be used in capacity management.
E)  price can be used in services to imply a higher quality.F) A) and C)
G) C) and D)

Question 4

The four steps in the building brand equity include (1) __________,(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) creating a consumer-brand connection.

Accepted Answer

A)  developing positive brand awareness
B)  lowering the price of products
C)  easing consumers' decision making
D)  incorporating higher value in products
E)  creating market modificationF) A) and C)
G) B) and C)

Question 5

For more than 30 years,Starkist put 6.5 ounces of tuna into its regular-sized can.Today,Starkist puts only 6.125 ounces of tuna into the same-size can but charges the same price.Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price.There are two sides to the ethical argument about this practice: that of consumer advocates and that of manufacturers.What is the practice called and what is the basic position of each side?

Accepted Answer

The practice is called "downsizing," whi...

Question 6

Gatorade Thirst Quencher displays the letter G front and center along with the brand's iconic bolt."For Gatorade,G represents the heart,hustle,and soul of athleticism and will become a badge of pride for anyone who sweats,no matter where they're active." This is an example of __________ benefits.

Accepted Answer

A)  functional
B)  communications
C)  perceptual
D)  physical
E)  tangibleF) A) and B)
G) All of the above

Question 7

Bayer Aspirin is sold in the original strength,in a safety-coated version,in an extra-strength version,and in a version designed especially for women.Bayer is using __________.

Accepted Answer

A)  product item expansion
B)  subbranding
C)  product line extension
D)  co-branding
E)  brand extensionF) C) and D)
G) B) and E)

Question 8

An 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) None of the above

Question 9

Which of the following quotes from a new product adopter would signal the need for a firm to counteract a usage barrier?

Accepted Answer

A)  "But it might make me fat."
B)  "What if I can't make the monthly payments?"
C)  "I don't want to try this if it means I have to swallow it with milk."
D)  "Big deal,the only difference is the shape of the package."
E)  "Sure I'll try it; why not!"F) A) and C)
G) B) and E)

Question 10

Twenty years ago,the Mississippi Gulf Coast was a nice place to vacation with a white sandy beach,golfing opportunities,resort hotels,and good seafood restaurants.With the addition of casinos,the Gulf Coast improved its odds of being a tourist destination for more travelers.This is an example of a __________ strategy.

Accepted Answer

A)  market-product grid
B)  diversification
C)  market modification
D)  product modification
E)  product repositioningF) B) and E)
G) A) and B)

Question 11

List the four sequential steps used to develop brand equity.Which step is the most difficult?

Accepted Answer

The first step is to develop a positive ...

Question 12

Service providers use tools such as __________,which consists of charging different prices for different times of the day or during different days of the week to reflect the variations in demand for their services.

Accepted Answer

A)  scale pricing
B)  capacity pricing
C)  down-time pricing
D)  off-peak pricing
E)  fraction pricingF) B) and C)
G) None of the above

Question 13

Market modification refers to a marketing strategy that __________.

Accepted Answer

A)  alters a product's characteristic such as its quality,performance,or appearance to increase its value to customers and to increase sales
B)  manages a product's life cycle to increase its use among existing customers,create new use situations,or find new customers
C)  tries to find new customers and convince users who abandoned the product to purchase again
D)  drops the lowest producing market segment and replaces it with an entirely new one
E)  combines the lowest producing market segment into others to achieve marketing economies of scaleF) A) and D)
G) C) and D)

Question 14

Sealy,the self-proclaimed largest manufacturer of mattresses in the U.S.,recently set out to redefine its place in the bedrooms of America.No longer was it going to be known as simply a mattress company.Now the name Sealy was going to be known as the world's leading "sleep wellness provider." This is an example of __________.

Accepted Answer

A)  reverse marketing
B)  demarketing
C)  repositioning
D)  resegmenting
E)  positioningF) B) and D)
G) C) and D)

Question 15

When most consumers who would buy a product are either repeat purchasers of the item or have tried and abandoned it,what stage of the product life cycle is the product in?

Accepted Answer

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

Question 16

Four key challenges that package and label designers face include: (1) connecting with customers; (2) __________; (3) health,safety,and security issues; and (4) cost reduction.

Accepted Answer

A)  governmental regulations
B)  environmental concerns
C)  competition from global markets
D)  patent and trademark issues
E)  cultural and societal issuesF) A) and B)
G) B) and E)

Question 17

Which of the following quotes from a new product adopter would signal the need for a firm to counteract a value barrier?

Accepted Answer

A)  "But it might make me fat."
B)  "What if I can't make the monthly payments?"
C)  "I don't want to try this if it means I have to swallow it with milk."
D)  "Big deal,the only difference is the shape of the package."
E)  "Sure I'll try it; why not!"F) All of the above
G) D) and E)

Question 18

Which of the following statements regarding the place element of services is most accurate?

Accepted Answer

A)  Place has little impact on the marketing of services because there are so many intermediaries from which a consumer may choose.
B)  The distribution site and the service provider are the intangible components of the service.
C)  Place is especially important factor because of the inconsistency between the service and the service provider.
D)  Until recently,customers generally had to go to the service provider's physical location to purchase the service.
E)  Technology is an effective way to bring services to the customer,but only if the consumer is a new user; otherwise,the disadvantages outweigh the benefits.F) None of the above
G) A) and B)

Question 19

When selecting a brand name,it should: (1) suggest product benefits; (2) be memorable,distinctive and positive; (3) __________; (4) have no legal or regulatory restrictions; and (5) be simple and emotional.

Accepted Answer

A)  never have a humorous connotation
B)  be easy to spell and pronounce
C)  fit the company or product image
D)  not be easily imitated
E)  be patentedF) B) and D)
G) C) and D)

Question 20

Four key challenges that package and label designers face include: (1) connecting with customers; (2) environmental concerns; (3) health,safety,and security issues; and (4) __________.

Accepted Answer

A)  social and societal issues
B)  competition from global markets
C)  cost reduction
D)  governmental regulations
E)  diminishing color,symbol,and trademark selectionsF) A) and C)
G) C) and D)

Exam 10: Managing Successful Products, Services, and Brands

Gatorade Thirst Quencher displays the letter G front and center along with the brand's iconic bolt."For Gatorade,G represents the heart,hustle,and soul of athleticism and will become a badge of pride for anyone who sweats,no matter where they're active." This is an example of __________ benefits.

Correct Answer
verified

When most consumers who would buy a product are either repeat purchasers of the item or have tried and abandoned it,what stage of the product life cycle is the product in?

Correct Answer
verified

Which of the following statements regarding labels is most accurate?

Correct Answer
verified

Correct Answer
verified

An 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 Answer
verified

Four key challenges that package and label designers face include: (1) connecting with customers; (2) environmental concerns; (3) health,safety,and security issues; and (4) __________.

Correct Answer
verified

Correct Answer
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The practice is called "downsizing," whi...
View Answer

All of the following are true about the price element of services EXCEPT:

Correct Answer
verified

When selecting a brand name,it should: (1) suggest product benefits; (2) be memorable,distinctive and positive; (3) __________; (4) have no legal or regulatory restrictions; and (5) be simple and emotional.

Correct Answer
verified

Bayer Aspirin is sold in the original strength,in a safety-coated version,in an extra-strength version,and in a version designed especially for women.Bayer is using __________.

Correct Answer
verified

List the four sequential steps used to develop brand equity.Which step is the most difficult?

Correct Answer
verified
The first step is to develop a positive ...
View Answer

The four steps in the building brand equity include (1) __________,(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) creating a consumer-brand connection.

Correct Answer
verified

Which of the following quotes from a new product adopter would signal the need for a firm to counteract a usage barrier?

Correct Answer
verified

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

Correct Answer
verified

Four key challenges that package and label designers face include: (1) connecting with customers; (2) __________; (3) health,safety,and security issues; and (4) cost reduction.

Correct Answer
verified

Which of the following quotes from a new product adopter would signal the need for a firm to counteract a value barrier?

Correct Answer
verified

Market modification refers to a marketing strategy that __________.

Correct Answer
verified

Correct Answer
verified

Which of the following statements regarding the place element of services is most accurate?

Correct Answer
verified

Service providers use tools such as __________,which consists of charging different prices for different times of the day or during different days of the week to reflect the variations in demand for their services.

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

Gatorade Thirst Quencher displays the letter G front and center along with the brand's iconic bolt."For Gatorade,G represents the heart,hustle,and soul of athleticism and will become a badge of pride for anyone who sweats,no matter where they're active." This is an example of __________ benefits.

Correct AnswerverifiedShow Answer

When most consumers who would buy a product are either repeat purchasers of the item or have tried and abandoned it,what stage of the product life cycle is the product in?

Correct AnswerverifiedShow Answer

Which of the following statements regarding labels is most accurate?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

An 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

Four key challenges that package and label designers face include: (1) connecting with customers; (2) environmental concerns; (3) health,safety,and security issues; and (4) __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedThe practice is called "downsizing," whi...View AnswerShow Answer

All of the following are true about the price element of services EXCEPT:

Correct AnswerverifiedShow Answer

When selecting a brand name,it should: (1) suggest product benefits; (2) be memorable,distinctive and positive; (3) __________; (4) have no legal or regulatory restrictions; and (5) be simple and emotional.

Correct AnswerverifiedShow Answer

Bayer Aspirin is sold in the original strength,in a safety-coated version,in an extra-strength version,and in a version designed especially for women.Bayer is using __________.

Correct AnswerverifiedShow Answer

List the four sequential steps used to develop brand equity.Which step is the most difficult?

Correct AnswerverifiedThe first step is to develop a positive ...View AnswerShow Answer

The four steps in the building brand equity include (1) __________,(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) creating a consumer-brand connection.

Correct AnswerverifiedShow Answer

Which of the following quotes from a new product adopter would signal the need for a firm to counteract a usage barrier?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Four key challenges that package and label designers face include: (1) connecting with customers; (2) __________; (3) health,safety,and security issues; and (4) cost reduction.

Correct AnswerverifiedShow Answer

Which of the following quotes from a new product adopter would signal the need for a firm to counteract a value barrier?

Correct AnswerverifiedShow Answer

Market modification refers to a marketing strategy that __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements regarding the place element of services is most accurate?

Correct AnswerverifiedShow Answer

Service providers use tools such as __________,which consists of charging different prices for different times of the day or during different days of the week to reflect the variations in demand for their services.

Correct AnswerverifiedShow Answer

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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Correct Answer
verified

Correct Answer
verified
The practice is called "downsizing," whi...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The first step is to develop a positive ...
View Answer

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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Correct Answer
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Correct Answer
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Correct Answer
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