Question 1

Generally,the average length of time it takes for a product category to move from the introduction stage to the decline stage of its product life cycle is __________.

Accepted Answer

A)  18 months
B)  5-10 years
C)  20 years
D)  30 years
E)  unpredictableF) A) and B)
G) A) and E)

Question 2

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

Accepted Answer

A)  business development index
B)  brand development index
C)  business-portfolio development index
D)  buyers development index
E)  benchmark development indexF) A) and B)
G) A) and C)

Question 3

A manufacturer can successfully use mixed branding because __________.

Accepted Answer

A)  it involves giving each product a distinct brand name
B)  the segment attracted to the reseller product is different from its own targeted market segment
C)  the company uses one name for all of its products for the sake of simplicity
D)  it is easy to do
E)  it produces lower profits for the reseller and higher profits for the manufacturerF) B) and C)
G) All of the above

Question 4

Figure 11-4 above shows that in 1995,CDs were in the __________ stage of the product life cycle,while cassette tapes were in the __________ stage.

Accepted Answer

A)  introduction;growth
B)  growth;introduction
C)  maturity;growth
D)  harvest;decline
E)  growth;declineF) A) and B)
G) A) and D)

Question 5

The shapes of the product life cycle for high-learning,low-learning,fashion,and fad products vary as does __________.

Accepted Answer

A)  the actual length of time a given product stays in any given stage of the life cycle
B)  the individual criteria selected to place a firm in a stage of the life cycle
C)  the importance of the marketing mix elements
D)  the importance of environmental forces
E)  the importance of new product innovationF) None of the above
G) All of the above

Question 6

If a customer is reluctant to try a new product because she's afraid it might make her ill,the company is most likely facing a(n) __________ barrier.

Accepted Answer

A)  usage
B)  risk
C)  value
D)  emotional
E)  psychologicalF) C) and E)
G) C) and D)

Question 7

The communication aspect of packaging on a can of Campbell's soup would most likely be of the greatest benefit to __________.

Accepted Answer

A)  people in a hurry to get to work
B)  people on a tight budget
C)  people with dietary restrictions
D)  people who are brand loyal
E)  people who love to try new thingsF) A) and B)
G) D) and E)

Question 8

The product life cycle shown in "D" in Figure 11-3 above is an example of a __________ product.

Accepted Answer

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

Question 9

New Balance,Inc.successfully repositioned its athletic shoes to focus on fit,durability,and comfort rather than on going head-on against Nike and Adidas on fashion and professional sports.This product repositioning strategy was designed to __________.

Accepted Answer

A)  react to a competitor's position
B)  reach a new target market segment
C)  catch a rising trend
D)  change the value offered to its customers
E)  accommodate its target audience preference for comfortable sneakersF) A) and E)
G) A) and B)

Question 10

The Dr Pepper KISS ad shown above depicts a set of human characteristics associated with a brand name,which defines its __________.

Accepted Answer

A)  symbolic brand
B)  brand personality
C)  brand psychographic
D)  brand personification
E)  product personificationF) A) and B)
G) A) and C)

Question 11

When consumers think of Harley-Davidson,the image is of a masculine,non-conformist.With Vespa motor scooters,the image is of a brainy environmentalist.Both Vespa and Harley-Davidson __________.

Accepted Answer

A)  have brand personalities
B)  avoid brand subcultures
C)  are logotypes
D)  use co-branding
E)  use product personificationF) C) and D)
G) B) and D)

Question 12

The concept of the diffusion of innovation shows how a product "diffuses" or spreads through the population over time.The consumer population is divided into five categories of product adopters based on when they adopt (i.e. ,first buy) a new product.Each product adopter category has a unique profile.Consumers who are deliberate adopters with many informal social contacts are called __________ product adopters.

Accepted Answer

A)  innovators
B)  early adopters
C)  early majority
D)  late majority
E)  laggardsF) A) and B)
G) B) and D)

Question 13

The __________ stage of the product life cycle is characterized by rapid increases in sales.

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decline
E)  harvestF) A) and B)
G) All of the above

Question 14

Product form refers to

Accepted Answer

A)  a distinctive shape of a product life cycle.
B)  similarities within the product category.
C)  variations within the product class.
D)  variations from product lines in a product mix.
E)  shared characteristics within the product class.F) A) and C)
G) A) and D)

Question 15

The primary purpose of a trademark is to

Accepted Answer

A)  legally protect a product's brand name or trade name that prevents others from using it.
B)  allow a company to use the brand name on multiple products in its product line.
C)  legally identify the product as having met government standards for its product item.
D)  help consumers identify a genuine product from a counterfeit product.
E)  capitalize on the brand equity a consumer associates with the symbol,sound,or image.F) C) and D)
G) B) and C)

Question 16

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

Accepted Answer

A)  minimize promotion
B)  increase market share
C)  stress differentiation
D)  gain awareness
E)  maintain brand loyaltyF) A) and C)
G) A) and E)

Question 17

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

Accepted Answer

A)  electric cars
B)  Fusion razor
C)  interactive television
D)  software for learning a foreign language
E)  convection ovensF) A) and B)
G) A) and C)

Question 18

Popsicle Package Photos
-There is one visible difference between the two packages in the Popsicle package photos shown above (one a 24-pack and the other a 20-pack),even though both sold for the same price.Discuss which aspect(s)might be considered legal but unethical,and why.

Accepted Answer

The size of the package on the right is ...

Question 19

Brand equity refers to __________.

Accepted Answer

A)  the resources invested to create a name,phrase,design,symbol,or combination of these to identify a firm's products and distinguish them from those of its competitors
B)  the difference between the revenues generated and the costs incurred to sell a product
C)  increasing the content contained within the brand's package without changing its size or increasing its price
D)  the net present value of the royalties the firm receives as a result of licensing its brand to other firms to manufacture and/or market
E)  the added value a brand name gives to a product beyond the functional benefits providedF) A) and C)
G) B) and E)

Question 20

Warranties that assign responsibility for product deficiencies to the manufacturer are called __________ warranties.

Accepted Answer

A)  guaranteed
B)  quality control
C)  implied
D)  strict-liability
E)  expressF) C) and D)
G) C) and E)

Exam 11: Managing Successful Products, Services, and Brands

New Balance,Inc.successfully repositioned its athletic shoes to focus on fit,durability,and comfort rather than on going head-on against Nike and Adidas on fashion and professional sports.This product repositioning strategy was designed to __________.

Correct Answer
verified

If a customer is reluctant to try a new product because she's afraid it might make her ill,the company is most likely facing a(n) __________ barrier.

Correct Answer
verified

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

Correct Answer
verified

A manufacturer can successfully use mixed branding because __________.

Correct Answer
verified

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

Correct Answer
verified

The product life cycle shown in "D" in Figure 11-3 above is an example of a __________ product.

Correct Answer
verified

The communication aspect of packaging on a can of Campbell's soup would most likely be of the greatest benefit to __________.

Correct Answer
verified

Generally,the average length of time it takes for a product category to move from the introduction stage to the decline stage of its product life cycle is __________.

Correct Answer
verified

The shapes of the product life cycle for high-learning,low-learning,fashion,and fad products vary as does __________.

Correct Answer
verified

Correct Answer
verified

The primary purpose of a trademark is to

Correct Answer
verified

The Dr Pepper KISS ad shown above depicts a set of human characteristics associated with a brand name,which defines its __________.

Correct Answer
verified

Figure 11-4 above shows that in 1995,CDs were in the stage of the product life cycle,while cassette tapes were in the stage.

Correct Answer
verified

Popsicle Package Photos -There is one visible difference between the two packages in the Popsicle package photos shown above (one a 24-pack and the other a 20-pack),even though both sold for the same price.Discuss which aspect(s)might be considered legal but unethical,and why.

Correct Answer
verified
The size of the package on the right is ...
View Answer

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

Correct Answer
verified

Warranties that assign responsibility for product deficiencies to the manufacturer are called __________ warranties.

Correct Answer
verified

When consumers think of Harley-Davidson,the image is of a masculine,non-conformist.With Vespa motor scooters,the image is of a brainy environmentalist.Both Vespa and Harley-Davidson __________.

Correct Answer
verified

Product form refers to

Correct Answer
verified

The __________ stage of the product life cycle is characterized by rapid increases in sales.

Correct Answer
verified

Brand equity refers to __________.

Correct Answer
verified

Exam 11: Managing Successful Products, Services, and Brands

New Balance,Inc.successfully repositioned its athletic shoes to focus on fit,durability,and comfort rather than on going head-on against Nike and Adidas on fashion and professional sports.This product repositioning strategy was designed to __________.

Correct AnswerverifiedShow Answer

If a customer is reluctant to try a new product because she's afraid it might make her ill,the company is most likely facing a(n) __________ barrier.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A manufacturer can successfully use mixed branding because __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The product life cycle shown in "D" in Figure 11-3 above is an example of a __________ product.

Correct AnswerverifiedShow Answer

The communication aspect of packaging on a can of Campbell's soup would most likely be of the greatest benefit to __________.

Correct AnswerverifiedShow Answer

Generally,the average length of time it takes for a product category to move from the introduction stage to the decline stage of its product life cycle is __________.

Correct AnswerverifiedShow Answer

The shapes of the product life cycle for high-learning,low-learning,fashion,and fad products vary as does __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The primary purpose of a trademark is to

Correct AnswerverifiedShow Answer

The Dr Pepper KISS ad shown above depicts a set of human characteristics associated with a brand name,which defines its __________.

Correct AnswerverifiedShow Answer

Figure 11-4 above shows that in 1995,CDs were in the __________ stage of the product life cycle,while cassette tapes were in the __________ stage.

Correct AnswerverifiedShow Answer

Popsicle Package Photos -There is one visible difference between the two packages in the Popsicle package photos shown above (one a 24-pack and the other a 20-pack),even though both sold for the same price.Discuss which aspect(s)might be considered legal but unethical,and why.

Correct AnswerverifiedThe size of the package on the right is ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Warranties that assign responsibility for product deficiencies to the manufacturer are called __________ warranties.

Correct AnswerverifiedShow Answer

When consumers think of Harley-Davidson,the image is of a masculine,non-conformist.With Vespa motor scooters,the image is of a brainy environmentalist.Both Vespa and Harley-Davidson __________.

Correct AnswerverifiedShow Answer

Product form refers to

Correct AnswerverifiedShow Answer

The __________ stage of the product life cycle is characterized by rapid increases in sales.

Correct AnswerverifiedShow Answer

Brand equity refers to __________.

Correct AnswerverifiedShow Answer

Correct Answer
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Figure 11-4 above shows that in 1995,CDs were in the stage of the product life cycle,while cassette tapes were in the stage.

Correct Answer
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Correct Answer
verified
The size of the package on the right is ...
View Answer

Correct Answer
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