Question 1

The third step in the sequential process of building brand equity is to __________.

Accepted Answer

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

Question 2

There are several factors 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 value barrier, which occurs when __________.

Accepted Answer

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

Question 3

LED (light-emitting diode)  light bulbs have been available for only a few years in low lighting levels (lumens) . LEDs are designed to replace incandescent and even compact fluorescent light bulbs, in part because of a federal law that phases out incandescent light bulbs in favor of more energy efficient ones. LED bulbs, which today can cost about $10 to $15 for a 60-watt bulb, will last up to 20 years. In what stage of the product life cycle is this product?

Accepted Answer

A)  growth stage
B)  decline stage
C)  accelerated development stage
D)  introduction stage
E)  maturity stageF) B) and D)
G) A) and D)

Question 4

A brand name that cannot be spoken is referred to as a __________.

Accepted Answer

A)  label
B)  copyright
C)  trade name
D)  trade mark
E)  logo or logotypeF) B) and E)
G) A) and B)

Question 5

In the seven Ps of services marketing, the term "process" involves not only "what" gets created but also

Accepted Answer

A)  "if" it gets created at all.
B)  "how" it gets created.
C)  "when" it gets created.
D)  for "whom" it gets created.
E)  "why" it gets created.F) B) and D)
G) B) and C)

Question 6

Imagine that Post Cereal introduces a cereal bar, Trail Mix Crunch, just like the ones Kellogg's and General Mills already have on the market. Post has decided to promote the bars using ads without coupons and to price the bars at about the same price as these other brands. Post Cereal Trail Mix Crunch cereal bars will also be distributed to the same stores as the products from Kellogg's and General Mills' bars. Which of the following barriers to new product adoption will most likely prevent the success of Post Trail Mix Crunch cereal bars?

Accepted Answer

A)  value barrier
B)  psychological barrier
C)  risk barrier
D)  usage barrier
E)  social barrierF) A) and C)
G) B) and D)

Question 7

Twitter uses a stylized blue or white bird with no text as its __________.

Accepted Answer

A)  copyright
B)  trade name
C)  trade mark
D)  logo
E)  labelF) None of the above
G) All of the above

Question 8

When Proctor & Gamble revamped Pantene shampoo and conditioner with a new vitamin formula and relaunched the brand with a multimillion-dollar advertising and promotion campaign, what strategy did it use to manage the product through its life cycle?

Accepted Answer

A)  market modification
B)  product repositioning
C)  market-product synergy
D)  product positioning
E)  product modificationF) A) and E)
G) B) and E)

Question 9

If a firm's marketing dashboard displays a BDI 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) C) and E)
G) B) and E)

Question 10

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts. The two indexes, CDI and BDI, stand for __________.

Accepted Answer

A)  comprehensive demographic inventory and brand designation information
B)  consumer demographic index and buyer demographic inventory
C)  category development index and brand development index
D)  consumer development index and brand development inventory
E)  category development index and buyer development inventoryF) A) and E)
G) A) and B)

Question 11

Explain the importance of branding for service marketers.

Accepted Answer

Since services are intangible, the brand...

Question 12

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) B) and C)
G) A) and E)

Question 13

Products that experience rapid sales on introduction and then an equally rapid decline are called __________ products.

Accepted Answer

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

Question 14

The strategy of trading down involves __________.

Accepted Answer

A)  adding product features but using lower quality product materials
B)  reducing product features and but using higher quality product materials or ingredients
C)  reducing the number of features, quality, or price of a product
D)  seeking a less price-sensitive target market
E)  changing to a mass merchandiser retailer like Walmart or TargetF) B) and C)
G) A) and E)

Question 15

What is the difference between multiproduct branding and multibranding strategies? What advantages are offered by each of these two approaches?

Accepted Answer

The manufacturer may use either a multip...

Question 16

A good brand name should: (1)  suggest the product benefits; (2)  be memorable, distinctive and positive; (3)  __________; (4)  have no legal or regulatory restrictions; (5)  be simple and emotional; and (6)  have favorable phonetic and semantic associations in other languages.

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) A) and B)
G) A) and C)

Question 17

Secret maintains its leadership position as one of many products in what is typically considered a __________ product category.

Accepted Answer

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

Question 18

During the introduction stage of the product life cycle, promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand. The consumer demand that is stimulated is referred to as __________ demand.

Accepted Answer

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

Question 19

A __________ product is a style of the times.

Accepted Answer

A)  high-learning
B)  low-learning
C)  fashion
D)  fad
E)  substituteF) All of the above
G) A) and B)

Question 20

Which of the following barriers does downsizing try to combat when consumers will adopt a new product or repurchase an existing one?

Accepted Answer

A)  risk barriers
B)  usage barriers
C)  feature bloat barriers
D)  psychological barriers
E)  value barriersF) A) and E)
G) A) and B)

Exam 10: Managing Successful Products, Services, and Brands

Correct Answer
verified

Which of the following barriers does downsizing try to combat when consumers will adopt a new product or repurchase an existing one?

Correct Answer
verified

In the seven Ps of services marketing, the term "process" involves not only "what" gets created but also

Correct Answer
verified

Correct Answer
verified

The third step in the sequential process of building brand equity is to __________.

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

Explain the importance of branding for service marketers.

Correct Answer
verified
Since services are intangible, the brand...
View Answer

Secret maintains its leadership position as one of many products in what is typically considered a __________ product category.

Correct Answer
verified

A good brand name should: (1) suggest the product benefits; (2) be memorable, distinctive and positive; (3) __________; (4) have no legal or regulatory restrictions; (5) be simple and emotional; and (6) have favorable phonetic and semantic associations in other languages.

Correct Answer
verified

When Proctor & Gamble revamped Pantene shampoo and conditioner with a new vitamin formula and relaunched the brand with a multimillion-dollar advertising and promotion campaign, what strategy did it use to manage the product through its life cycle?

Correct Answer
verified

What is the difference between multiproduct branding and multibranding strategies? What advantages are offered by each of these two approaches?

Correct Answer
verified
The manufacturer may use either a multip...
View Answer

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts. The two indexes, CDI and BDI, stand for __________.

Correct Answer
verified

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

Correct Answer
verified

A __________ product is a style of the times.

Correct Answer
verified

The strategy of trading down involves __________.

Correct Answer
verified

During the introduction stage of the product life cycle, promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand. The consumer demand that is stimulated is referred to as __________ demand.

Correct Answer
verified

Twitter uses a stylized blue or white bird with no text as its __________.

Correct Answer
verified

A brand name that cannot be spoken is referred to as a __________.

Correct Answer
verified

Products that experience rapid sales on introduction and then an equally rapid decline are called __________ products.

Correct Answer
verified

There are several factors 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 value barrier, which occurs when __________.

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

Correct AnswerverifiedShow Answer

Which of the following barriers does downsizing try to combat when consumers will adopt a new product or repurchase an existing one?

Correct AnswerverifiedShow Answer

In the seven Ps of services marketing, the term "process" involves not only "what" gets created but also

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The third step in the sequential process of building brand equity is to __________.

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

Explain the importance of branding for service marketers.

Correct AnswerverifiedSince services are intangible, the brand...View AnswerShow Answer

Secret maintains its leadership position as one of many products in what is typically considered a __________ product category.

Correct AnswerverifiedShow Answer

A good brand name should: (1) suggest the product benefits; (2) be memorable, distinctive and positive; (3) __________; (4) have no legal or regulatory restrictions; (5) be simple and emotional; and (6) have favorable phonetic and semantic associations in other languages.

Correct AnswerverifiedShow Answer

When Proctor & Gamble revamped Pantene shampoo and conditioner with a new vitamin formula and relaunched the brand with a multimillion-dollar advertising and promotion campaign, what strategy did it use to manage the product through its life cycle?

Correct AnswerverifiedShow Answer

What is the difference between multiproduct branding and multibranding strategies? What advantages are offered by each of these two approaches?

Correct AnswerverifiedThe manufacturer may use either a multip...View AnswerShow Answer

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts. The two indexes, CDI and BDI, stand for __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A __________ product is a style of the times.

Correct AnswerverifiedShow Answer

The strategy of trading down involves __________.

Correct AnswerverifiedShow Answer

During the introduction stage of the product life cycle, promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand. The consumer demand that is stimulated is referred to as __________ demand.

Correct AnswerverifiedShow Answer

Twitter uses a stylized blue or white bird with no text as its __________.

Correct AnswerverifiedShow Answer

A brand name that cannot be spoken is referred to as a __________.

Correct AnswerverifiedShow Answer

Products that experience rapid sales on introduction and then an equally rapid decline are called __________ products.

Correct AnswerverifiedShow Answer

There are several factors 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 value barrier, which occurs when __________.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Since services are intangible, the brand...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The manufacturer may use either a multip...
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
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