Question 1

Thirty-six percent of sales at supermarkets in the United Kingdom carry the stores' own brand names. Eighteen percent of all supermarket sales in France and Germany carry the stores' own brand names. And in the United States, 14 percent carry the stores' own brand names. These stores use a __________ strategy to sell other manufacturers' products with their own brand names.

Accepted Answer

A)  generic branding
B)  multibranding
C)  co-branding
D)  multiproduct branding
E)  private brandingF) C) and D)
G) A) and B)

Question 2

Which type of product has equally rapid introduction and decline stages of the product life cycle?

Accepted Answer

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

Question 3

Millions of dollars were spent by Gillette to develop the Gillette Fusion razor shaving system. What was the marketing objective for the company at this stage of the product life cycle?

Accepted Answer

A)  stress differentiation from other saving products
B)  maintain brand loyalty
C)  allow users to spend time doing other things
D)  create awareness and stimulate trial
E)  target a whole new group of consumersF) A) and D)
G) A) and B)

Question 4

A limited-coverage warranty

Accepted Answer

A)  provides a written statement of manufacturer liability.
B)  states the bounds of coverage and, more important, areas of noncoverage.
C)  has no limits of noncoverage.
D)  assigns responsibility for product deficiencies to the manufacturer.
E)  assigns responsibility for product deficiencies on misuse to the consumer.F) B) and E)
G) D) and E)

Question 5

Kemps makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy) . Kemps had to pay Wrigley, the owner of the Life Savers brand name, a fee to market this concoction. This is most likely an example of

Accepted Answer

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

Question 6

As product adopters, innovators

Accepted Answer

A)  have a fear of debt and use neighbors and friends as information sources.
B)  are skeptical and have below average social status.
C)  are deliberate and use many informal social contacts.
D)  are leaders in social settings and have a slightly above average education.
E)  are venturesome, higher educated, and use multiple information sources.F) A) and D)
G) A) and C)

Question 7

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 B)
G) A) and C)

Question 8

A billboard showed simply the shape of a bottle. Typically consumers were able to tell that the ad was for Coca-Cola. Why were consumers able to identify the brand? Specifically, what packaging benefit does Coca-Cola use?

Accepted Answer

This shows the importance of the percept...

Question 9

The challenges of packaging and labeling are often global. Two of the particular types of challenges facing global manufacturers are health and safety concerns and

Accepted Answer

A)  making packaging a less expensive part of the marketing strategy.
B)  creating larger size packages to be sold at warehouse stores.
C)  ensuring total quality management across national boundaries.
D)  creating packaging sensitive to cultural diversity.
E)  addressing ongoing environmental concerns.F) D) and E)
G) All of the above

Question 10

In its recent "You're not you when you're hungry-Snickers satisfies" TV ad campaign, Mars, the maker of the Snickers candy bar, repositioned Snickers from a candy bar dessert-like food to a snack food that can satisfy one's immediate feeling of hunger. Mars used this product repositioning strategy with its Snickers brand to

Accepted Answer

A)  react to a competitor's position.
B)  catch a rising trend.
C)  reach a new target market segment.
D)  change the value offered to its customers.
E)  implement a global strategy.F) A) and E)
G) A) and B)

Question 11

Sealy, the self-proclaimed largest manufacturer of mattresses in the United States, recently set out to redefine its place in the bedrooms of America. No longer was it going to be known as simply a mattress company. Now the name Sealy was going to be known as the world's leading "sleep wellness provider." This is an example of

Accepted Answer

A)  reverse marketing.
B)  demarketing.
C)  repositioning.
D)  resegmenting.
E)  positioning.F) C) and E)
G) D) and E)

Question 12

Which of the following quotes from a new-product adopter would signal the need for a firm to counteract a usage barrier?

Accepted Answer

A)  "But it might make me fat."
B)  "What if I can't make the monthly payments?"
C)  "I don't want to try this if it means I have to swallow it with milk."
D)  "Big deal, the only difference is the shape of the package."
E)  "Sure I'll try it; why not!"F) A) and B)
G) B) and D)

Question 13

All of the following are types of warranties discussed in the textbook except

Accepted Answer

A)  limited-coverage warranty.
B)  express warranty.
C)  full warranty.
D)  implied warranty.
E)  lifetime warranty.F) A) and C)
G) B) and C)

Question 14

Tylenol successfully used __________ with the introduction of Tylenol→Arthritis, Tylenol→Sinus and Allergy, Tylenol→Cold and Flu, and Tylenol→Pain and Sleeplessness.

Accepted Answer

A)  family branding
B)  multiproduct branding
C)  subbranding
D)  mixed branding
E)  generic brandingF) B) and C)
G) All of the above

Question 15

Consider the four steps in the sequential process of building brand equity. The second step is to establish a brand's meaning in the minds of consumers. This step consists of two dimensions,

Accepted Answer

A)  brand performance and brand imagery.
B)  brand identity and brand emotion.
C)  consumer judgments and consumer feelings.
D)  brand awareness and consumer-brand connection.
E)  consumer feelings and brand imagery.F) A) and D)
G) C) and D)

Question 16

When the Egg Farmers of Canada implemented its "Get Cracking" advertising campaign, the organization was trying to stimulate __________ demand.

Accepted Answer

A)  secondary
B)  selective
C)  derived
D)  generic
E)  primaryF) A) and E)
G) B) and E)

Question 17

Which of the following statements regarding the maturity stage of the product life cycle is most accurate?

Accepted Answer

A)  Technological forces often push a product from the introduction stage to the maturity stage.
B)  During the maturity stage, companies add more distribution outlets to maximize target market coverage.
C)  Sales increase at a decreasing rate as fewer new buyers enter the market.
D)  Industry profits peak because production and distribution costs are declining.
E)  Total industry profits exceed total industry sales.F) A) and B)
G) None of the above

Question 18

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 approved.
C)  view the status of trademark infringement lawsuits.
D)  copyright a book without having to use a lawyer.
E)  buy unused trademarks.F) B) and E)
G) A) and E)

Question 19

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

Accepted Answer

A)  begin deletion
B)  implement skimming
C)  stress differentiation
D)  gain awareness
E)  maintain brand loyaltyF) A) and B)
G) B) and D)

Question 20

New Balance, Inc., successfully repositioned its athletic shoes to focus on fit, durability, and comfort. This product repositioning strategy was to

Accepted Answer

A)  reach a new market.
B)  catch a rising trend.
C)  change the value offered.
D)  change its target audience.
E)  react to a competitor's position.F) B) and E)
G) A) and D)

Exam 11: Managing Successful Products Services and Brands

Which of the following quotes from a new-product adopter would signal the need for a firm to counteract a usage barrier?

Correct Answer
verified

A limited-coverage warranty

Correct Answer
verified

Which type of product has equally rapid introduction and decline stages of the product life cycle?

Correct Answer
verified

Correct Answer
verified

Millions of dollars were spent by Gillette to develop the Gillette Fusion razor shaving system. What was the marketing objective for the company at this stage of the product life cycle?

Correct Answer
verified

The challenges of packaging and labeling are often global. Two of the particular types of challenges facing global manufacturers are health and safety concerns and

Correct Answer
verified

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

Correct Answer
verified

When the Egg Farmers of Canada implemented its "Get Cracking" advertising campaign, the organization was trying to stimulate __________ demand.

Correct Answer
verified

All of the following are types of warranties discussed in the textbook except

Correct Answer
verified

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

Correct Answer
verified

New Balance, Inc., successfully repositioned its athletic shoes to focus on fit, durability, and comfort. This product repositioning strategy was to

Correct Answer
verified

Consider the four steps in the sequential process of building brand equity. The second step is to establish a brand's meaning in the minds of consumers. This step consists of two dimensions,

Correct Answer
verified

Kemps makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy) . Kemps had to pay Wrigley, the owner of the Life Savers brand name, a fee to market this concoction. This is most likely an example of

Correct Answer
verified

Which of the following statements regarding the maturity stage of the product life cycle is most accurate?

Correct Answer
verified

As product adopters, innovators

Correct Answer
verified

Correct Answer
verified

A billboard showed simply the shape of a bottle. Typically consumers were able to tell that the ad was for Coca-Cola. Why were consumers able to identify the brand? Specifically, what packaging benefit does Coca-Cola use?

Correct Answer
verified
This shows the importance of the percept...
View Answer

Correct Answer
verified

Tylenol successfully used __________ with the introduction of Tylenol→Arthritis, Tylenol→Sinus and Allergy, Tylenol→Cold and Flu, and Tylenol→Pain and Sleeplessness.

Correct Answer
verified

Correct Answer
verified

Exam 11: Managing Successful Products Services and Brands

Which of the following quotes from a new-product adopter would signal the need for a firm to counteract a usage barrier?

Correct AnswerverifiedShow Answer

A limited-coverage warranty

Correct AnswerverifiedShow Answer

Which type of product has equally rapid introduction and decline stages of the product life cycle?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Millions of dollars were spent by Gillette to develop the Gillette Fusion razor shaving system. What was the marketing objective for the company at this stage of the product life cycle?

Correct AnswerverifiedShow Answer

The challenges of packaging and labeling are often global. Two of the particular types of challenges facing global manufacturers are health and safety concerns and

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

When the Egg Farmers of Canada implemented its "Get Cracking" advertising campaign, the organization was trying to stimulate __________ demand.

Correct AnswerverifiedShow Answer

All of the following are types of warranties discussed in the textbook except

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

New Balance, Inc., successfully repositioned its athletic shoes to focus on fit, durability, and comfort. This product repositioning strategy was to

Correct AnswerverifiedShow Answer

Consider the four steps in the sequential process of building brand equity. The second step is to establish a brand's meaning in the minds of consumers. This step consists of two dimensions,

Correct AnswerverifiedShow Answer

Kemps makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy) . Kemps had to pay Wrigley, the owner of the Life Savers brand name, a fee to market this concoction. This is most likely an example of

Correct AnswerverifiedShow Answer

Which of the following statements regarding the maturity stage of the product life cycle is most accurate?

Correct AnswerverifiedShow Answer

As product adopters, innovators

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A billboard showed simply the shape of a bottle. Typically consumers were able to tell that the ad was for Coca-Cola. Why were consumers able to identify the brand? Specifically, what packaging benefit does Coca-Cola use?

Correct AnswerverifiedThis shows the importance of the percept...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Tylenol successfully used __________ with the introduction of Tylenol→Arthritis, Tylenol→Sinus and Allergy, Tylenol→Cold and Flu, and Tylenol→Pain and Sleeplessness.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow 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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
This shows the importance of the percept...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified