Question 1

Trading down refers to __________ when repositioning a product.

Accepted Answer

A)   reducing the number of features, qualities, or price
B)   decreasing the amount of product carried as inventory
C)   limiting the number of product items in a product line
D)   redirecting marketing resources from a "cash cow" target market to one that is not performing as well in the hopes of increasing sales and profits
E)   encouraging consumers through the use of coupons and deals to purchase a firm's lower-priced productsF) B) and E)
G) All of the above

Question 2

A major factor in developing a service marketing strategy is __________ because of the inseparability of services from the producer.

Accepted Answer

A)   product
B)   price or distribution
C)   promotion
D)   place
E)   processF) D) and E)
G) C) 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) A) and B)
G) C) and E)

Question 4

When a product spreads through the population,it is called the

Accepted Answer

A)   extension of innovation.
B)   proliferation of innovation.
C)   open innovation.
D)   dispersal of innovation.
E)   diffusion of innovation.F) B) and D)
G) A) and E)

Question 5

Footwear is an example of a __________ while hiking boots are an example of a __________.

Accepted Answer

A)   product line; product class
B)   product family; product line
C)   product class; product form
D)   product brand; product line
E)   product form; product classF) B) and C)
G) A) and E)

Question 6

During the maturity stage of the product life cycle,profit declines primarily because

Accepted Answer

A)   there are fewer and fewer competitors in the market.
B)   promotional expenditures increase.
C)   production costs increase the more a firm has to manufacture the same product.
D)   there is fierce price competition among sellers.
E)   more consumers enter the market seeking bargains.F) C) and E)
G) B) and E)

Question 7

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)   hoverboards
E)   sport drinksF) A) and B)
G) B) and E)

Question 8

The FedEx brand name suggests the possibility that it is government sanctioned and fast.This perception is important because of which unique characteristic of services?

Accepted Answer

A)   inventory costs
B)   inseparability
C)   inconsistency
D)   invisibility
E)   intangibilityF) B) and D)
G) A) and B)

Question 9

The "Mean Stinks" ignition for Secret deodorant was designed to primarily reach which segment of prospective customers?

Accepted Answer

A)   baby boomer women
B)   teen girls
C)   Gen X girls
D)   Gen Y boys
E)   teen boysF) None of the above
G) B) and C)

Question 10

The McDonald's Corporation recently announced that it will begin phasing out the use of eggs from hens housed in cages.The company uses about two billion eggs annually,or a little more than 4 percent of the eggs produced in the United States.This change in McDonald's egg-containing products to appeal to healthy eating habits is a __________ strategy.

Accepted Answer

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

Question 11

Despite the success of its Pentium chips,Intel faced a major threat from competitors such as AMD's K6 chips,which were cheaper and better placed to serve the emerging low-cost PC market.Intel wanted to protect the brand equity and price premium of its Pentium microprocessors,but it also wanted to avoid AMD gaining a foothold into the lower end of the market.So it created Celeron as a cheaper,less powerful version of its Pentium chips to serve this market.This is a notable example of a

Accepted Answer

A)   private brand.
B)   brand extension.
C)   subbrand.
D)   co-brand.
E)   fighting brand.F) A) and E)
G) A) and C)

Question 12

Xunrui Communications is an upstart maker of inexpensive smartphones for the Chinese market.Xunrui purchases the components for the items,which are then sent to small assembly factories in Shenzhen,located in southern China.These smartphones retail for about $65,significantly less than the $250 to $600 for smartphones marketed by Apple or Samsung,the top two marketers of these items.Xunrui Communications most likely is using which pricing strategy in this example?

Accepted Answer

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

Question 13

All of the following are product modification strategies except which?

Accepted Answer

A)   product bundling
B)   improving a product's quality
C)   changing a product's appearance
D)   creating a new use situation
E)   altering a product's performanceF) A) and E)
G) D) and E)

Question 14

Any word,device (design,sound,shape,or color) ,or combination of these used to distinguish a seller's products or services is referred to as a

Accepted Answer

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

Question 15

A __________ product is a style of the times.

Accepted Answer

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

Exam 10: Managing Successful Products, services, and Brands

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

Correct Answer
verified

Correct Answer
verified

During the maturity stage of the product life cycle,profit declines primarily because

Correct Answer
verified

The "Mean Stinks" ignition for Secret deodorant was designed to primarily reach which segment of prospective customers?

Correct Answer
verified

Footwear is an example of a while hiking boots are an example of a .

Correct Answer
verified

Trading down refers to __________ when repositioning a product.

Correct Answer
verified

Any word,device (design,sound,shape,or color) ,or combination of these used to distinguish a seller's products or services is referred to as a

Correct Answer
verified

The FedEx brand name suggests the possibility that it is government sanctioned and fast.This perception is important because of which unique characteristic of services?

Correct Answer
verified

When a product spreads through the population,it is called the

Correct Answer
verified

A major factor in developing a service marketing strategy is __________ because of the inseparability of services from the producer.

Correct Answer
verified

All of the following are product modification strategies except which?

Correct Answer
verified

A __________ product is a style of the times.

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Exam 10: Managing Successful Products, services, and Brands

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

During the maturity stage of the product life cycle,profit declines primarily because

Correct AnswerverifiedShow Answer

The "Mean Stinks" ignition for Secret deodorant was designed to primarily reach which segment of prospective customers?

Correct AnswerverifiedShow Answer

Footwear is an example of a __________ while hiking boots are an example of a __________.

Correct AnswerverifiedShow Answer

Trading down refers to __________ when repositioning a product.

Correct AnswerverifiedShow Answer

Any word,device (design,sound,shape,or color) ,or combination of these used to distinguish a seller's products or services is referred to as a

Correct AnswerverifiedShow Answer

The FedEx brand name suggests the possibility that it is government sanctioned and fast.This perception is important because of which unique characteristic of services?

Correct AnswerverifiedShow Answer

When a product spreads through the population,it is called the

Correct AnswerverifiedShow Answer

A major factor in developing a service marketing strategy is __________ because of the inseparability of services from the producer.

Correct AnswerverifiedShow Answer

All of the following are product modification strategies except which?

Correct AnswerverifiedShow Answer

A __________ product is a style of the times.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Footwear is an example of a while hiking boots are an example of a .

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
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