Question 1

Which of the following occurs during the decline stage of the product life cycle?

Accepted Answer

A)  Sales drop.
B)  Flanking product lines are added.
C)  The product becomes less vulnerable to changes in the marketing environment.
D)  Promotional support is increased.
E)  Competition becomes intense as more competitors enter the market.F) B) and D)
G) B) and E)

Question 2

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 manufacturer.F) None of the above
G) A) and E)

Question 3

The environmental challenges of packaging and labeling are often global in nature. These include all of the following except

Accepted Answer

A)  the shortage of viable landfill sites.
B)  growth of solid waste.
C)  the composition of packaging materials.
D)  cultural norms.
E)  recycling.F) A) and E)
G) All of the above

Question 4

Which of the following statements is most accurate?

Accepted Answer

A)  The name Gatorade was chosen because as an energy drink it "got you out the gate-fast."
B)  The name Gatorade was coined by a team who lost to the University of Florida Gators, attributing the Gator win to the "aid" it got from the rehydrating beverage.
C)  The green color of the original lemon-lime Gatorade was based on the University of Florida's alligator mascot.
D)  Gatorade was developed by PepsiCo as a cause-marketing project to provide resources for women's sports at the University of Florida as a result of the passage of Title IX in 1972.
E)  Gatorade is the only sports drink marketer that doesn't use sports celebrities to endorse its products.F) D) and E)
G) A) and B)

Question 5

A strategy for managing a product's life cycle that attempts to find new customers, increase a product's use among existing customers, or create new use situations is referred to as

Accepted Answer

A)  market modification.
B)  product modification.
C)  product repositioning.
D)  product extension.
E)  diversification.F) A) and B)
G) All of the above

Question 6

Sales exhibit a downward trend throughout which stage of the product life cycle?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decay
E)  declineF) None of the above
G) B) and E)

Question 7

Define brand equity. List the four sequential steps used to develop brand equity. Which step is the most difficult?

Accepted Answer

Brand equity is the added value a brand ...

Question 8

Trading up refers to

Accepted Answer

A)  adding product features but reducing the price.
B)  changing the distribution channel members to higher-service-quality retailers.
C)  adding value to the product (or line)  through additional features or higher-quality materials.
D)  reallocating marketing resources from a poor-performing target market to one that demonstrates greater potential for future growth.
E)  offering consumers a discount when they purchase a more expensive version of the product.F) A) and D)
G) A) and E)

Question 9

When the National Cattlemen's Beef Association developed the "Beef, It's What's for Dinner" advertising campaign, it was trying to stimulate __________ demand.

Accepted Answer

A)  selective
B)  generic
C)  derived
D)  primary
E)  secondaryF) A) and C)
G) C) and D)

Question 10

Describe the decline stage of the product life cycle. Explain the two strategies a company might employ if its product were in the decline stage of its product life cycle.

Accepted Answer

The decline stage occurs when sales drop...

Question 11

The Coca-Cola Co. is the __________ of that firm.

Accepted Answer

A)  logo
B)  brand name
C)  trade name
D)  brand identity
E)  trademarkF) A) and D)
G) A) and C)

Question 12

Kellogg's changed the name of its Heartwise cereal to Fiberwise most likely to

Accepted Answer

A)  respond to a changing public interest from heart to intestinal health issues.
B)  convey a stronger product image, since "heart" implied sentimentality and "fiber" implied strength.
C)  comply with Food and Drug Administration guidelines on the use of the word "heart" in food brand names.
D)  avoid a lawsuit by the maker of HeartPro Organic Cereal because it claimed the names and benefits were too similar.
E)  complement its new line of breakfast fiber bars.F) B) and D)
G) A) and D)

Question 13

The classifications of innovators, early adopters, early majority, late majority, and laggards are all based upon

Accepted Answer

A)  how frequently a consumer uses a product.
B)  the number and strength of competitors.
C)  when consumers begin buying a new product.
D)  the time it takes to educate a consumer in the use of a new technology.
E)  how quickly consumers respond to an advertising message or campaign.F) A) and B)
G) All of the above

Question 14

Brand equity is the added value a brand name gives to a product beyond the functional benefits provided. This value has two distinct advantages-it creates a competitive advantage, and

Accepted Answer

A)  it guarantees the lowest prices.
B)  decision making becomes easier for consumers.
C)  there is no need for coupons, discounts, or other customer incentives.
D)  customers are often willing to pay a higher price.
E)  new market segments are easily added to the market-product grid.F) C) and E)
G) A) and C)

Question 15

Which of the following is an example of a product in the maturity stage of the product life cycle?

Accepted Answer

A)  pocket video cameras
B)  hybrid vehicles
C)  3D HDTVs
D)  soft drinks
E)  tablet devicesF) D) and E)
G) B) and E)

Question 16

To counteract counterfeiting, the U.S. government passed the __________ in 2006.

Accepted Answer

A)  Counterfeiting Prohibition Act
B)  Counterfeiting and Industrial Espionage Act
C)  Stop Counterfeiting Act
D)  Stop Counterfeiting in Manufactured Goods Act
E)  Unauthorized Manufacturing and Copyright ActF) A) and B)
G) A) and C)

Question 17

Consider the Huggies range of products for babies and very young children. Kimberly-Clark has successfully leveraged the strong Huggies brand image among mothers in its use of __________ when it introduced a full line of baby and toddler toiletries.

Accepted Answer

A)  product line branding
B)  subbranding
C)  multiproduct branding
D)  mixed branding
E)  brand extensionsF) D) and E)
G) A) and E)

Question 18

There are several reasons 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 psychological barrier, which occurs when

Accepted Answer

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

Question 19

Black & Decker uses a __________ strategy to reach the do-it-yourself market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

Accepted Answer

A)  product differentiation branding
B)  multiproduct branding
C)  multibranding
D)  segmentation branding
E)  private brandingF) A) and C)
G) A) and D)

Question 20

Which of the following is a multiproduct branding strategy?

Accepted Answer

A)  mixed branding
B)  product line extensions
C)  multibranding
D)  brand licensing
E)  private brandingF) A) and B)
G) A) and E)

Exam 11: Managing Successful Products Services and Brands

The environmental challenges of packaging and labeling are often global in nature. These include all of the following except

Correct AnswerverifiedShow Answer

A manufacturer can successfully use mixed branding because

Correct AnswerverifiedShow Answer

Which of the following statements is most accurate?

Correct AnswerverifiedShow Answer

Which of the following occurs during the decline stage of the product life cycle?

Correct AnswerverifiedShow Answer

Define brand equity. List the four sequential steps used to develop brand equity. Which step is the most difficult?

Correct AnswerverifiedBrand equity is the added value a brand ...View AnswerShow Answer

Consider the Huggies range of products for babies and very young children. Kimberly-Clark has successfully leveraged the strong Huggies brand image among mothers in its use of __________ when it introduced a full line of baby and toddler toiletries.

Correct AnswerverifiedShow Answer

Sales exhibit a downward trend throughout which stage of the product life cycle?

Correct AnswerverifiedShow Answer

There are several reasons 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 psychological barrier, which occurs when

Correct AnswerverifiedShow Answer

The Coca-Cola Co. is the __________ of that firm.

Correct AnswerverifiedShow Answer

To counteract counterfeiting, the U.S. government passed the __________ in 2006.

Correct AnswerverifiedShow Answer

Black & Decker uses a __________ strategy to reach the do-it-yourself market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

Correct AnswerverifiedShow Answer

A strategy for managing a product's life cycle that attempts to find new customers, increase a product's use among existing customers, or create new use situations is referred to as

Correct AnswerverifiedShow Answer

Describe the decline stage of the product life cycle. Explain the two strategies a company might employ if its product were in the decline stage of its product life cycle.

Correct AnswerverifiedThe decline stage occurs when sales drop...View AnswerShow Answer

Which of the following is a multiproduct branding strategy?

Correct AnswerverifiedShow Answer

Which of the following is an example of a product in the maturity stage of the product life cycle?

Correct AnswerverifiedShow Answer

The classifications of innovators, early adopters, early majority, late majority, and laggards are all based upon

Correct AnswerverifiedShow Answer

When the National Cattlemen's Beef Association developed the "Beef, It's What's for Dinner" advertising campaign, it was trying to stimulate __________ demand.

Correct AnswerverifiedShow Answer

Kellogg's changed the name of its Heartwise cereal to Fiberwise most likely to

Correct AnswerverifiedShow Answer

Trading up refers to

Correct AnswerverifiedShow Answer

Brand equity is the added value a brand name gives to a product beyond the functional benefits provided. This value has two distinct advantages-it creates a competitive advantage, and

Correct AnswerverifiedShow Answer

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Brand equity is the added value a brand ...
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The decline stage occurs when sales drop...
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