Question 1

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)  have 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 2

Mott's applesauce promotes itself as a low-fat alternative to cooking oil for baked goods.Mott's is __________.

Accepted Answer

A)  finding new users through a product modification strategy
B)  increasing use by existing customers through a product modification strategy
C)  modifying the product characteristics
D)  creating new use situations through a market modification strategy
E)  demarketing the productF) A) and B)
G) C) and D)

Question 3

In terms of the diffusion of innovation,laggards account for __________ of product adopters.

Accepted Answer

A)  2.5%
B)  13.5%
C)  16%
D)  34%
E)  50%F) A) and B)
G) A) and C)

Question 4

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 warrantyF) D) and E)
G) B) and E)

Question 5

Sealy,the self-proclaimed largest manufacturer of mattresses in the U.S. ,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)  positioningF) C) and E)
G) A) and B)

Question 6

What six criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each criterion.

Accepted Answer

Six criteria most often mentioned when s...

Question 7

Twenty years ago,the Mississippi Gulf Coast was a nice place to vacation with a white sandy beach,golfing opportunities,resort hotels,and good seafood restaurants.With the addition of casinos,the Gulf Coast improved its odds of being a tourist destination for more travelers.This is an example of a __________ strategy.

Accepted Answer

A)  market-product grid
B)  diversification
C)  product modification
D)  market modification
E)  product repositioningF) All of the above
G) A) and D)

Question 8

New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as __________.

Accepted Answer

A)  co-brands
B)  private brands
C)  fighting brands
D)  brand extensions
E)  subbrandsF) A) and C)
G) C) and E)

Question 9

The range of Gatorade offerings,from the traditional Gatorade Thirst Quencher to newly enhanced beverages conveying the attitude of a tough-love coach or personal trainer through in-your-face names on the label and nutrition benefits inside,are all examples of a company's commitment to __________ product improvement.

Accepted Answer

A)  dynamic
B)  discontinuous
C)  continuous
D)  symbiotic
E)  simultaneousF) A) and B)
G) All of the above

Question 10

The stylized blue and white waves that appear in an oval shape on every package of Ocean Spray brand products is an example of a __________.

Accepted Answer

A)  copyright
B)  trade name
C)  trade mark
D)  brand name
E)  labelF) A) and C)
G) A) and B)

Question 11

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) None of the above
G) C) and E)

Question 12

There is no set time that a product takes to move through its life cycle.But,as a rule,__________.

Accepted Answer

A)  services do not have a life cycle like products do
B)  consumer products have shorter life cycles than business products
C)  business products have shorter life cycles than consumer products
D)  technological change tends to lengthen product life cycles
E)  product life cycles are longer for ideas than for servicesF) C) and E)
G) D) and E)

Question 13

All of the following are responsibilities of a product or brand manager EXCEPT:

Accepted Answer

A)  engaging in extensive data analysis related to their products and brands.
B)  developing new products.
C)  managing existing products through the stages of their life cycles.
D)  developing and implementing strategies at the corporate level.
E)  developing and executing a marketing program described in an annual marketing plan for the product line.F) A) and B)
G) B) and E)

Question 14

The Make a Wish Foundation brand name is especially effective because it __________.

Accepted Answer

A)  is easy to spell and pronounce
B)  is not easily imitated
C)  suggests the service's benefits
D)  demands a hint of moral obligation
E)  is devoid of emotionF) None of the above
G) A) and E)

Question 15

When a company retains a product but reduces marketing costs,it is referred to as __________.

Accepted Answer

A)  skimming
B)  harvesting
C)  milking
D)  deletion
E)  divestingF) B) and E)
G) All of the above

Question 16

Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers.Such expenditures are often made to stimulate __________,the desire for the product class,rather than for a specific brand,when there are few competitors with the same product.

Accepted Answer

A)  secondary demand
B)  introductory demand
C)  primary demand
D)  discretionary demand
E)  selective demandF) A) and D)
G) A) and C)

Question 17

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

Accepted Answer

A)  high-learning
B)  fashion
C)  low-learning
D)  fad
E)  generalizedF) None of the above
G) A) and B)

Question 18

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 venturesome,highly educated,and use multiple information sources are called __________ product adopters.

Accepted Answer

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

Question 19

All of the following marketing actions can be used by a firm to counteract barriers to product adoption EXCEPT:

Accepted Answer

A)  offering money-back guarantees.
B)  targeting new consumers.
C)  conducting demonstrations.
D)  offering free samples.
E)  providing extensive usage instructions.F) C) and E)
G) A) and C)

Question 20

When a company sells a new product with the current brand name to enter a new market segment in its product class,it is using a __________ strategy.

Accepted Answer

A)  mixed branding
B)  brand extension
C)  co-branding
D)  family branding
E)  product line extensionF) D) and E)
G) None of the above

Exam 11: Managing Successful Products, Services, and Brands

In terms of the diffusion of innovation,laggards account for __________ of product adopters.

Correct Answer
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Correct Answer
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The Make a Wish Foundation brand name is especially effective because it __________.

Correct Answer
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A limited-coverage warranty

Correct Answer
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All of the following are types of warranties discussed in the textbook EXCEPT:

Correct Answer
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Mott's applesauce promotes itself as a low-fat alternative to cooking oil for baked goods.Mott's is __________.

Correct Answer
verified

New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as __________.

Correct Answer
verified

When a company retains a product but reduces marketing costs,it is referred to as __________.

Correct Answer
verified

Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers.Such expenditures are often made to stimulate __________,the desire for the product class,rather than for a specific brand,when there are few competitors with the same product.

Correct Answer
verified

The stylized blue and white waves that appear in an oval shape on every package of Ocean Spray brand products is an example of a __________.

Correct Answer
verified

Correct Answer
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Correct Answer
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All of the following are responsibilities of a product or brand manager EXCEPT:

Correct Answer
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All of the following marketing actions can be used by a firm to counteract barriers to product adoption EXCEPT:

Correct Answer
verified

What six criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each criterion.

Correct Answer
verified
Six criteria most often mentioned when s...
View Answer

Correct Answer
verified

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

Correct Answer
verified

When a company sells a new product with the current brand name to enter a new market segment in its product class,it is using a __________ strategy.

Correct Answer
verified

There is no set time that a product takes to move through its life cycle.But,as a rule,__________.

Correct Answer
verified

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

Correct Answer
verified

Exam 11: Managing Successful Products, Services, and Brands

In terms of the diffusion of innovation,laggards account for __________ of product adopters.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The Make a Wish Foundation brand name is especially effective because it __________.

Correct AnswerverifiedShow Answer

A limited-coverage warranty

Correct AnswerverifiedShow Answer

All of the following are types of warranties discussed in the textbook EXCEPT:

Correct AnswerverifiedShow Answer

Mott's applesauce promotes itself as a low-fat alternative to cooking oil for baked goods.Mott's is __________.

Correct AnswerverifiedShow Answer

New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as __________.

Correct AnswerverifiedShow Answer

When a company retains a product but reduces marketing costs,it is referred to as __________.

Correct AnswerverifiedShow Answer

Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers.Such expenditures are often made to stimulate __________,the desire for the product class,rather than for a specific brand,when there are few competitors with the same product.

Correct AnswerverifiedShow Answer

The stylized blue and white waves that appear in an oval shape on every package of Ocean Spray brand products is an example of a __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

All of the following are responsibilities of a product or brand manager EXCEPT:

Correct AnswerverifiedShow Answer

All of the following marketing actions can be used by a firm to counteract barriers to product adoption EXCEPT:

Correct AnswerverifiedShow Answer

What six criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each criterion.

Correct AnswerverifiedSix criteria most often mentioned when s...View AnswerShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

When a company sells a new product with the current brand name to enter a new market segment in its product class,it is using a __________ strategy.

Correct AnswerverifiedShow Answer

There is no set time that a product takes to move through its life cycle.But,as a rule,__________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
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Six criteria most often mentioned when s...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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