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 E)
G) C) and E)

Question 2

During the introduction stage of the product life cycle,a(n) ________ pricing strategy may be used.This pricing strategy charges a high initial price to recoup the costs of product development.

Accepted Answer

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

Question 3

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of

Accepted Answer

A)  brand licensing.
B)  co-branding.
C)  generic branding.
D)  reseller licensing.
E)  mixed branding.F) A) and B)
G) A) and C)

Question 4

All of the following are factors triggering the need for product repositioning except which?

Accepted Answer

A)  creating a new use situation
B)  reaching a new market
C)  catching a rising trend
D)  changing the value offered
E)  reacting to a competitor's positionF) B) and D)
G) B) and C)

Question 5

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 6

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in

Accepted Answer

A)  lower product prices for consumers because of lower labor,raw material,and packaging costs.
B)  a greener environment due to the reduction in the amount of packaging,thereby reducing the amount of waste disposed in landfills.
C)  fewer product choices for consumers that led to rising prices.
D)  keeping prices from rising in response to the psychological barriers consumers have developed for downsized products.
E)  a subtle,deceptive,yet legal practice of disguising a price increase.F) A) and B)
G) A) and C)

Question 7

One of the primary benefits of branding for consumers is that branding

Accepted Answer

A)  identifies products of highest quality.
B)  guarantees lowest prices.
C)  makes decision making easier for consumers.
D)  indicates that products have more or newer features.
E)  makes advertising and other promotion unnecessary.F) A) and E)
G) A) and B)

Question 8

An organization's use of a name,phrase,design,symbol,or combination of these to identify its products and distinguish them from those of competitors is referred to as

Accepted Answer

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

Question 9

Huggies is a well-known brand of diapers in the United States.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)  uniform branding
D)  mixed branding
E)  brand extensionsF) B) and C)
G) D) and E)

Question 10

When General Mills teams up with Hershey Foods to create a cereal called Reese's Peanut Butter Puffs (the Reese's brand belongs to Hershey's) ,the branding strategy is known as

Accepted Answer

A)  manufacturer branding
B)  brand bundling
C)  mixed branding
D)  co-branding
E)  multibrandingF) A) and B)
G) A) and C)

Question 11

Any container in which a product is offered for sale and on which information is communicated is referred to as

Accepted Answer

A)  a point-of-purchase display.
B)  merchandising.
C)  packaging.
D)  a label.
E)  a product bundle.F) A) and D)
G) A) and B)

Question 12

The U.S.Patent and Trademark Office website allows you to

Accepted Answer

A)  see if a brand or trade name has been registered.
B)  view the list of brand franchises available for purchase.
C)  view the status of trademark infringement lawsuits.
D)  copyright a book without having to use a lawyer.
E)  buy unused trademarks.F) D) and E)
G) A) and E)

Question 13

Another name for multiproduct branding is

Accepted Answer

A)  family branding.
B)  mixed branding.
C)  uniform branding.
D)  co-branding.
E)  multibranding.F) None of the above
G) B) and D)

Question 14

Which of the following statements about perceptual benefits conveyed by a product's packaging and labeling is false?

Accepted Answer

A)  Packaging and labeling convey a brand's positioning and build brand equity.
B)  Packaging and labeling have been shown to enhance brand recognition and facilitate the formation of strong,favorable,and unique brand associations.
C)  The legal requirements for the conveyance of information are an important component of perceptual benefits.
D)  Changes in packaging and labeling can update or uphold a brand's image in consumers' minds.
E)  The color,shape,and graphics of a package or label can help distinguish one brand from another.F) A) and C)
G) A) and B)

Question 15

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 D)
G) A) and C)

Question 16

At the maturity stage of the product life cycle,marketing emphasis

Accepted Answer

A)  is directed toward generating more consumer awareness.
B)  switches to finding more channel intermediaries to carry the product.
C)  focuses on stimulating primary demand for the product.
D)  aims to hold market share through further product differentiation and finding new buyers and uses.
E)  is redirected,with salespeople allocating less time to selling the product.F) A) and E)
G) D) and E)

Question 17

Reducing the number of features,qualities,or price when repositioning a product is referred to as

Accepted Answer

A)  product paring.
B)  down trading.
C)  product deflation.
D)  trading down.
E)  product simplification.F) A) and B)
G) A) and E)

Question 18

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) A) and C)
G) A) and D)

Question 19

Which of the following is a characteristic of the growth stage of the product life cycle?

Accepted Answer

A)  Advertising emphasis switches to primary demand.
B)  The proportion of repeat purchasers to initial purchasers grows.
C)  The number of distribution outlets shrinks due to growing inefficiencies.
D)  Profit margins increase as sales increase.
E)  No new product features are added to maximize profits.F) A) and B)
G) A) and C)

Question 20

Market modification refers to a marketing strategy that

Accepted Answer

A)  alters a product's characteristic,such as its quality,performance,or appearance,to increase its value to customers and to increase sales.
B)  manages a product's life cycle by finding new customers,increasing a product's use among existing customers,or creating new use situations.
C)  tries to find new customers and convince users who abandoned the product to purchase again.
D)  drops the lowest producing market segment and replaces it with an entirely new one.
E)  combines the two lowest producing market segments to achieve marketing economies of scale.F) A) and B)
G) B) and E)

Exam 11: Managing Successful Products, services, and Brands

Which of the following statements about perceptual benefits conveyed by a product's packaging and labeling is false?

Correct AnswerverifiedShow Answer

During the introduction stage of the product life cycle,a(n) ________ pricing strategy may be used.This pricing strategy charges a high initial price to recoup the costs of product development.

Correct AnswerverifiedShow Answer

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in

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 U.S.Patent and Trademark Office website allows you to

Correct AnswerverifiedShow Answer

Another name for multiproduct branding is

Correct AnswerverifiedShow Answer

Huggies is a well-known brand of diapers in the United States.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

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of

Correct AnswerverifiedShow Answer

An organization's use of a name,phrase,design,symbol,or combination of these to identify its products and distinguish them from those of competitors is referred to as

Correct AnswerverifiedShow Answer

Any container in which a product is offered for sale and on which information is communicated 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

All of the following are factors triggering the need for product repositioning except which?

Correct AnswerverifiedShow Answer

Market modification refers to a marketing strategy that

Correct AnswerverifiedShow Answer

When General Mills teams up with Hershey Foods to create a cereal called Reese's Peanut Butter Puffs (the Reese's brand belongs to Hershey's) ,the branding strategy is known as

Correct AnswerverifiedShow Answer

Reducing the number of features,qualities,or price when repositioning a product is referred to as

Correct AnswerverifiedShow Answer

At the maturity stage of the product life cycle,marketing emphasis

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is a characteristic of the growth stage of the product life cycle?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One of the primary benefits of branding for consumers is that branding

Correct AnswerverifiedShow Answer

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The decline stage occurs when sales drop...
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