Question 1

Johnson & Johnson effectively repositioned St. Joseph Aspirin from a product for infants to an adult low-strength aspirin to reduce the risk of heart attacks or strokes. This is an example of a product repositioning by

Accepted Answer

A)   reacting to a competitor's position.
B)   reaching a new market.
C)   catching a rising trend.
D)   changing the value offered.
E)   product modification.F) C) and D)
G) C) and E)

Question 2

Promotional expenditures at the introduction stage of the product life cycle, when few if any competitors exist, are best spent on

Accepted Answer

A)   contests and sweepstakes to stimulate selective demand.
B)   product samples to create secondary demand.
C)   advertising to stimulate primary demand.
D)   personal endorsements to generate word-of-mouth demand.
E)   coupons to maintain brand loyalty or static demand.F) B) and C)
G) A) and B)

Question 3

As product adopters, innovators

Accepted Answer

A)   have a fear of 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, higher educated, and use multiple information sources.F) C) and D)
G) D) and E)

Question 4

Companies can choose from several different branding strategies. Kohl's, with its own Croft & Barrow, SONOMA Goods for Life, and Apt. 9 brands that offer men's and women's apparel and footwear, accessories and home goods in its stores, is using a ________ strategy.

Accepted Answer

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

Question 5

Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity. Segment A represents the first step, which is to

Accepted Answer

A)   create a consumer-brand connection.
B)   develop positive brand awareness.
C)   reward loyal customer behavior.
D)   establish a brand's meaning in the minds of consumers.
E)   elicit the proper consumer responses to a brand's identity and meaning.F) A) and C)
G) B) and D)

Question 6

Brand licensing is

Accepted Answer

A)   the registration fee paid by a manufacturer to states, provinces, or countries in order to sell its products there.
B)   a branding strategy in which the producer dictates the brand name to retailers for the products sold to their respective markets.
C)   a branding strategy in which a company uses one name for all of its products.
D)   a contractual agreement whereby a company allows another firm to use its brand name or trademark with its products or services for a royalty or fee.
E)   a branding strategy in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer.F) All of the above
G) A) and D)

Question 7

CDI/BDI Marketing Dashboard
-In the CDI/BDI Marketing Dashboard above, which segment consumes the least amount of Hawaiian Punch?

Accepted Answer

A)   households without children
B)   households with children 13 to 18 years old
C)   households with children 6 years old or under
D)   households with children 7 to 12 years old
E)   Because the BDI and CDI show inconsistencies in their measurements, especially in the segment of children under the age of six, it is impossible to answer the question.F) D) and E)
G) None of the above

Question 8

Desktop PCs are in which stage of their product life cycle according to the text?

Accepted Answer

A)   accelerated downturn
B)   cancellation
C)   decline
D)   maturity
E)   devaluationF) None of the above
G) A) and B)

Question 9

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

Accepted Answer

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

Question 10

The preference for a specific brand is called ________ demand.

Accepted Answer

A)   selective
B)   secondary
C)   primary
D)   derived
E)   explicitF) B) and C)
G) A) and E)

Question 11

Managers often use two special measures to help identify strong and weak market segments in order to provide direction for marketing efforts. One of these 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 index.F) A) and B)
G) None of the above

Question 12

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

Accepted Answer

A)   skinny ties
B)   parabolic skis
C)   personal flotation devices
D)   razor blades
E)   hockey helmetsF) C) and D)
G) B) and C)

Question 13

Figure 11-1
-Figure 11-1 above represents the stages of the product life cycle. What does the section of the graph labeled D represent?

Accepted Answer

A)   retrenching
B)   maturity
C)   growth
D)   failure
E)   declineF) A) and B)
G) A) and E)

Question 14

The ________ stage of the product life cycle occurs when a product is launched to its intended target market.

Accepted Answer

A)   concept
B)   introduction
C)   growth
D)   maturity
E)   declineF) A) and D)
G) B) and E)

Question 15

Northland Juices, a division of New York-based Apple & Eve, competes with Ocean Spray in the cranberry juice category. To be successful, Northland must create ________ demand so it will be chosen over competitors.

Accepted Answer

A)   primary
B)   derived
C)   generic
D)   selective
E)   secondaryF) All of the above
G) B) and C)

Question 16

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while. The brand's introduction of a DiGiorno cheese-stuffed crust to its line of pizzas is an example of

Accepted Answer

A)   a market-product grid.
B)   diversification.
C)   market modification.
D)   product class extension.
E)   product modification.F) A) and E)
G) B) and D)

Question 17

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

Accepted Answer

A)   communication benefits
B)   storage benefits
C)   perceptual benefits
D)   protection benefits
E)   self-realization benefitsF) None of the above
G) A) and E)

Question 18

Figure 11-3
-The product life cycle shown in Box A in Figure 11-3 above represents a ________ product.

Accepted Answer

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

Question 19

Skippy, a peanut butter brand like Justin's, both owned by Hormel, is in the ________ stage of the product life cycle, with marketing strategies that include creating PB Bites, finding new consumers through online channels, and positioning the product as a source of protein.

Accepted Answer

A)   introduction
B)   growth
C)   maturity
D)   decline
E)   accelerated developmentF) None of the above
G) B) and C)

Question 20

A product manager is sometimes called a

Accepted Answer

A)   chief marketing officer (CMO) .
B)   brand manager.
C)   marketing manager.
D)   category manager.
E)   sales manager.F) A) and C)
G) All of the above

Exam 11: Managing Successful Products, Services, and Brands

Promotional expenditures at the introduction stage of the product life cycle, when few if any competitors exist, are best spent on

Correct AnswerverifiedShow Answer

Companies can choose from several different branding strategies. Kohl's, with its own Croft & Barrow, SONOMA Goods for Life, and Apt. 9 brands that offer men's and women's apparel and footwear, accessories and home goods in its stores, is using a ________ strategy.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Skippy, a peanut butter brand like Justin's, both owned by Hormel, is in the ________ stage of the product life cycle, with marketing strategies that include creating PB Bites, finding new consumers through online channels, and positioning the product as a source of protein.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The ________ stage of the product life cycle occurs when a product is launched to its intended target market.

Correct AnswerverifiedShow Answer

CDI/BDI Marketing Dashboard -In the CDI/BDI Marketing Dashboard above, which segment consumes the least amount of Hawaiian Punch?

Correct AnswerverifiedShow Answer

Brand licensing is

Correct AnswerverifiedShow Answer

Figure 11-1 -Figure 11-1 above represents the stages of the product life cycle. What does the section of the graph labeled D represent?

Correct AnswerverifiedShow Answer

As product adopters, innovators

Correct AnswerverifiedShow Answer

Figure 11-3 -The product life cycle shown in Box A in Figure 11-3 above represents a ________ product.

Correct AnswerverifiedShow Answer

Johnson & Johnson effectively repositioned St. Joseph Aspirin from a product for infants to an adult low-strength aspirin to reduce the risk of heart attacks or strokes. This is an example of a product repositioning by

Correct AnswerverifiedShow Answer

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

Correct AnswerverifiedShow Answer

A product manager is sometimes called a

Correct AnswerverifiedShow Answer

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while. The brand's introduction of a DiGiorno cheese-stuffed crust to its line of pizzas is an example of

Correct AnswerverifiedShow Answer

Desktop PCs are in which stage of their product life cycle according to the text?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Figure 11-6 -Figure 11-6 above shows the sequential process of building brand equity. Segment A represents the first step, which is to

Correct AnswerverifiedShow Answer

The preference for a specific brand is called ________ demand.

Correct AnswerverifiedShow Answer

Northland Juices, a division of New York-based Apple & Eve, competes with Ocean Spray in the cranberry juice category. To be successful, Northland must create ________ demand so it will be chosen over competitors.

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