Question 1

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,which ...

Question 2

Nike has successfully used __________ with its lines Air Jordan and Air Lebron.

Accepted Answer

A)   family branding
B)   subbranding
C)   multiproduct branding
D)   mixed branding
E)   generic brandingF) D) and E)
G) B) and E)

Question 3

Subbranding involves

Accepted Answer

A)   having one firm manufacture a product and a second firm distribute it all under the same name.
B)   changing a brand name of a product line extension product by making it "New and Improved!".
C)   combining a corporate brand with a new brand to distinguish a part of its product line from others.
D)   creating a knockoff version of a product and changing the spelling of the name ("chikin" nuggets) .
E)   using the same name for the original product and all subsequent product line and brand extensions.F) B) and C)
G) A) and B)

Question 4

Johnson & Johnson effectively __________ St.Joseph Aspirin from a product for infants to one targeted at adults who may need a low-strength aspirin designed to reduce the risk of heart attacks or strokes.

Accepted Answer

A)   reinvented
B)   resurrected
C)   reconfigured
D)   repositioned
E)   realignedF) B) and E)
G) A) and D)

Question 5

Gatorade Thirst Quencher displays the letter G front and center along with the brand's iconic bolt.According to the company,"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 of its packaging.

Accepted Answer

A)   perceptual
B)   functional
C)   communications
D)   physical
E)   tangibleF) A) and B)
G) A) and C)

Question 6

During the introduction stage of the product life cycle,the strategy that discourages competitive entry by charging a low price for a new product is referred to as __________ pricing.

Accepted Answer

A)   penetration
B)   cost-plus
C)   target ROI
D)   below-market
E)   skimmingF) A) and B)
G) C) and E)

Question 7

If a firm's marketing dashboard displays a CDI of 80 for a consumer packaged good,such as Hawaiian Punch,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) C) and D)
G) A) and E)

Question 8

Consumer packaged goods firms such as General Mills and PepsiCo as well as industrial firms such as Intel and Hewlett-Packard employ a product manager to manage

Accepted Answer

A)   all of an organization's product items or brands.
B)   all of an organization's product classes.
C)   all of an organization's existing products through the stages of their life cycles.
D)   all products or brands that require close fiscal scrutiny.
E)   a close-knit family of products or brands.F) A) and D)
G) A) and E)

Question 9

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) B) and E)
G) All of the above

Question 10

People who tried a product,were satisfied,and bought it again are called __________ purchasers.

Accepted Answer

A)   frequent
B)   recurring
C)   customary
D)   habitual
E)   repeatF) A) and E)
G) C) and D)

Question 11

Gatorade is classified as a(n) __________ brand.

Accepted Answer

A)   domestic
B)   regional
C)   international
D)   global
E)   nationwideF) A) and C)
G) A) and E)

Question 12

The life cycle of a product depends on product adoption by consumers as measured by

Accepted Answer

A)   sales.
B)   word-of-mouth.
C)   number of competitors.
D)   regulators.
E)   product proliferation.F) C) and E)
G) B) and C)

Question 13

All of the following marketing actions can be used by a firm to counteract barriers to product adoption except

Accepted Answer

A)   offering money-back guarantees.
B)   targeting new consumers.
C)   conducting demonstrations.
D)   offering free samples.
E)   providing extensive usage instructions.F) B) and D)
G) A) and E)

Question 14

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 benefit.F) A) and D)
G) A) and E)

Question 15

In 1984,IBM launched the "PCjr," its first low-priced,educational/home personal computer.Sales were poor because IBM most likely violated which criterion of picking a good brand name?

Accepted Answer

A)   The name was not distinctive nor memorable.
B)   The name did not fit the company image.
C)   The name had too many legal restrictions.
D)   The name was too confusing with both capital and lowercase letters.
E)   The name failed to suggest the product benefits.F) D) and E)
G) A) and B)

Question 16

Many service businesses use off-peak pricing to reflect variations in

Accepted Answer

A)   costs of delivering service.
B)   availability of advertising for a service.
C)   profitability based on time of day or week.
D)   demand for a service.
E)   fixed equipment costs.F) C) and D)
G) A) and B)

Question 17

Over 50 percent of the dollars spent in the United States on disposable cups and plates go toward the purchase of store brands of these products that are manufacturer by others.__________ has been very successful in this disposables category.

Accepted Answer

A)   Generic branding
B)   Multibranding
C)   Co-branding
D)   Multiproduct branding
E)   Private brandingF) C) and D)
G) B) and E)

Question 18

Which of the following statements about the introduction stage of the product life cycle is most accurate?

Accepted Answer

A)   If a firm's product is especially good, efforts should be made to create selective demand rather than primary demand to allow the firm to distinguish itself from competitors.
B)   During the introduction stage, it is best to avoid a skimming pricing strategy.
C)   During the introduction stage, it is best to avoid a penetration pricing strategy.
D)   A firm should introduce the identical product at several different price points in order to gauge customer price sensitivity.
E)   Because of large initial investment costs, overall industry profits often are initially negative.F) A) and B)
G) B) and E)

Question 19

Ralston Purina advertises with the following slogan: "Your Pet,Our Passion-Premium Pet Food by Purina." The firm now offers high quality,super-premium cat and dog food based on formulations that promote "life stage nutrition." This line is an example of

Accepted Answer

A)   rebranding.
B)   trading up.
C)   trading down.
D)   trend setting.
E)   product branding.F) A) and B)
G) D) and E)

Question 20

Ralph Lauren has a long-term __________ agreement with Luxottica Group for the design,production,and worldwide distribution of prescription frames and sunglasses under the Ralph Lauren brand.Ralph Lauren is a leader in the design,marketing,and distribution of premium lifestyle products,while Luxottica is the global leader in the luxury eyewear sector.

Accepted Answer

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

Exam 10: Managing Successful Products, services, and Brands

Consumer packaged goods firms such as General Mills and PepsiCo as well as industrial firms such as Intel and Hewlett-Packard employ a product manager to manage

Correct Answer
verified

The life cycle of a product depends on product adoption by consumers as measured by

Correct Answer
verified

Over 50 percent of the dollars spent in the United States on disposable cups and plates go toward the purchase of store brands of these products that are manufacturer by others.__________ has been very successful in this disposables category.

Correct Answer
verified

Correct Answer
verified
The practice is called downsizing,which ...
View Answer

Correct Answer
verified

Nike has successfully used __________ with its lines Air Jordan and Air Lebron.

Correct Answer
verified

Gatorade is classified as a(n) __________ brand.

Correct Answer
verified

People who tried a product,were satisfied,and bought it again are called __________ purchasers.

Correct Answer
verified

Many service businesses use off-peak pricing to reflect variations in

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

In 1984,IBM launched the "PCjr," its first low-priced,educational/home personal computer.Sales were poor because IBM most likely violated which criterion of picking a good brand name?

Correct Answer
verified

During the introduction stage of the product life cycle,the strategy that discourages competitive entry by charging a low price for a new product is referred to as __________ pricing.

Correct Answer
verified

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 Answer
verified

All of the following marketing actions can be used by a firm to counteract barriers to product adoption except

Correct Answer
verified

Subbranding involves

Correct Answer
verified

Which of the following statements about the introduction stage of the product life cycle is most accurate?

Correct Answer
verified

Johnson & Johnson effectively __________ St.Joseph Aspirin from a product for infants to one targeted at adults who may need a low-strength aspirin designed to reduce the risk of heart attacks or strokes.

Correct Answer
verified

If a firm's marketing dashboard displays a CDI of 80 for a consumer packaged good,such as Hawaiian Punch,this indicates which of the following?

Correct Answer
verified

Ralston Purina advertises with the following slogan: "Your Pet,Our Passion-Premium Pet Food by Purina." The firm now offers high quality,super-premium cat and dog food based on formulations that promote "life stage nutrition." This line is an example of

Correct Answer
verified

Exam 10: Managing Successful Products, services, and Brands

Consumer packaged goods firms such as General Mills and PepsiCo as well as industrial firms such as Intel and Hewlett-Packard employ a product manager to manage

Correct AnswerverifiedShow Answer

The life cycle of a product depends on product adoption by consumers as measured by

Correct AnswerverifiedShow Answer

Over 50 percent of the dollars spent in the United States on disposable cups and plates go toward the purchase of store brands of these products that are manufacturer by others.__________ has been very successful in this disposables category.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedThe practice is called downsizing,which ...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Nike has successfully used __________ with its lines Air Jordan and Air Lebron.

Correct AnswerverifiedShow Answer

Gatorade is classified as a(n) __________ brand.

Correct AnswerverifiedShow Answer

People who tried a product,were satisfied,and bought it again are called __________ purchasers.

Correct AnswerverifiedShow Answer

Many service businesses use off-peak pricing to reflect variations in

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In 1984,IBM launched the "PCjr," its first low-priced,educational/home personal computer.Sales were poor because IBM most likely violated which criterion of picking a good brand name?

Correct AnswerverifiedShow Answer

During the introduction stage of the product life cycle,the strategy that discourages competitive entry by charging a low price for a new product is referred to as __________ pricing.

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

All of the following marketing actions can be used by a firm to counteract barriers to product adoption except

Correct AnswerverifiedShow Answer

Subbranding involves

Correct AnswerverifiedShow Answer

Which of the following statements about the introduction stage of the product life cycle is most accurate?

Correct AnswerverifiedShow Answer

Johnson & Johnson effectively __________ St.Joseph Aspirin from a product for infants to one targeted at adults who may need a low-strength aspirin designed to reduce the risk of heart attacks or strokes.

Correct AnswerverifiedShow Answer

If a firm's marketing dashboard displays a CDI of 80 for a consumer packaged good,such as Hawaiian Punch,this indicates which of the following?

Correct AnswerverifiedShow Answer

Ralston Purina advertises with the following slogan: "Your Pet,Our Passion-Premium Pet Food by Purina." The firm now offers high quality,super-premium cat and dog food based on formulations that promote "life stage nutrition." This line is an example of

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The practice is called downsizing,which ...
View 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

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Correct Answer
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Correct Answer
verified