Question 1

Which of the following statements about Gatorade 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" they 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.

Question 2

An entire product category or industry is referred to as a

Accepted Answer

A)  product form.
B)  product class.
C)  product line.
D)  product mix.
E)  product item.

Question 3

The fourth and final step in the sequential process of building brand equity is to

Accepted Answer

A)  develop positive brand awareness.
B)  establish a brand's meaning in the minds of consumers.
C)  elicit the proper consumer responses to a brands identity and meaning.
D)  create an intense,active,and loyal consumer-brand connection.
E)  reward loyal customer behavior.

Question 4

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)  psychological

Question 5

Multibranding refers to a branding strategy in which a firm

Accepted Answer

A)  gives each product a distinct name as a method to appeal to various target markets.
B)  uses different brand names for the same product across multiple countries.
C)  uses one name for all its products in a product class,though each is intended for a different market segment.
D)  produces products but sells them under the brand name of a wholesaler or retailer.
E)  contractually,and for a fee,allows other firms to use its brand name,requiring that the product be made to its specifications.

Question 6

There are several reasons a consumer might be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a usage 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 compatible with existing habits.

Question 7

Figure 11-3
 
-The product life cycle shown in Box C in Figure 11-3 above is an example of a ________ product.

Accepted Answer

A)  high-learning
B)  fashion
C)  low-learning
D)  fad
E)  generalized

Question 8

Generally,the 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 to 10 years.
C)  about 20 years.
D)  about 30 years.
E)  dependent of a variety of factors,including the type of product.

Question 9

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

Accepted Answer

A)  analog TVs
B)  smartphones
C)  3D printers
D)  health insurance
E)  tablet devices

Question 10

Figure 11-5
 
-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.

Question 11

Figure 11-5
 
-As product adopters in the diffusion of innovation,members of the late majority

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.

Question 12

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.

Question 13

Figure 11-1
 
-Figure 11-1 above represents the stages of the product life cycle.What does the curve labeled Y represent?

Accepted Answer

A)  total variable costs
B)  total fixed costs
C)  total industry profit
D)  total industry sales revenue
E)  total research and development costs

Question 14

Brand extension is the practice of

Accepted Answer

A)  manufacturing a product under a new name that consumers will view as an entirely new product line.
B)  manufacturing a new product with the same brand name for a new market segment in the same product class.
C)  manufacturing accessory products for the base offering,such as Barbie clothes for Barbie dolls.
D)  licensing another firm to manufacture modified versions of the original product.
E)  applying the current brand name to enter a completely different product class.

Question 15

Companies can choose from several different branding strategies.Sears,with its Kenmore appliances and Craftsman tools,is using a ________ strategy.

Accepted Answer

A)  retailer branding
B)  multiproduct branding
C)  multibranding
D)  private branding
E)  mixed branding

Question 16

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while.The product's recent introduction of a DiGiorno cheese-stuffed crust to its line of pizzas is an example of

Accepted Answer

A)  a market-product grid.
B)  diversification.
C)  market modification.
D)  product class extension.
E)  product modification.

Question 17

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 loyalty

Question 18

When consumers think of Harley-Davidson,the image is of a masculine nonconformist.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 personification.

Question 19

The central element of the marketing strategy for Pez Candy,Inc. ,is the

Accepted Answer

A)  price.
B)  breath mint.
C)  availability.
D)  container.
E)  fulfillment.

Question 20

The Tesla Motors Model S,an all-electric-powered automobile,is in which stage of its product life cycle?

Accepted Answer

A)  growth
B)  maturity
C)  introduction
D)  decline
E)  accelerated development

Exam 11: Managing Successful Products, services, and Brands

An entire product category or industry is referred to as a

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

Multibranding refers to a branding strategy in which a firm

Correct Answer
verified

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

Correct Answer
verified

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while.The product's recent introduction of a DiGiorno cheese-stuffed crust to its line of pizzas is an example of

Correct Answer
verified

There are several reasons a consumer might be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a usage barrier,which occurs when

Correct Answer
verified

Figure 11-5 -As product adopters,innovators

Correct Answer
verified

Companies can choose from several different branding strategies.Sears,with its Kenmore appliances and Craftsman tools,is using a ________ strategy.

Correct Answer
verified

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

Correct Answer
verified

The Tesla Motors Model S,an all-electric-powered automobile,is in which stage of its product life cycle?

Correct Answer
verified

Generally,the 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

Figure 11-3 -The product life cycle shown in Box C in Figure 11-3 above is an example of a ________ product.

Correct Answer
verified

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

Correct Answer
verified

Figure 11-1 -Figure 11-1 above represents the stages of the product life cycle.What does the curve labeled Y represent?

Correct Answer
verified

The central element of the marketing strategy for Pez Candy,Inc. ,is the

Correct Answer
verified

Brand extension is the practice of

Correct Answer
verified

Correct Answer
verified

Figure 11-5 -As product adopters in the diffusion of innovation,members of the late majority

Correct Answer
verified

Which of the following statements about Gatorade is most accurate?

Correct Answer
verified

The fourth and final step in the sequential process of building brand equity is to

Correct Answer
verified

Exam 11: Managing Successful Products, services, and Brands

An entire product category or industry is referred to as a

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

Multibranding refers to a branding strategy in which a firm

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while.The product's recent introduction of a DiGiorno cheese-stuffed crust to its line of pizzas is an example of

Correct AnswerverifiedShow Answer

There are several reasons a consumer might be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a usage barrier,which occurs when

Correct AnswerverifiedShow Answer

Figure 11-5 -As product adopters,innovators

Correct AnswerverifiedShow Answer

Companies can choose from several different branding strategies.Sears,with its Kenmore appliances and Craftsman tools,is using a ________ strategy.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The Tesla Motors Model S,an all-electric-powered automobile,is in which stage of its product life cycle?

Correct AnswerverifiedShow Answer

Generally,the 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

Figure 11-3 -The product life cycle shown in Box C in Figure 11-3 above is an example of a ________ product.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Figure 11-1 -Figure 11-1 above represents the stages of the product life cycle.What does the curve labeled Y represent?

Correct AnswerverifiedShow Answer

The central element of the marketing strategy for Pez Candy,Inc. ,is the

Correct AnswerverifiedShow Answer

Brand extension is the practice of

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Figure 11-5 -As product adopters in the diffusion of innovation,members of the late majority

Correct AnswerverifiedShow Answer

Which of the following statements about Gatorade is most accurate?

Correct AnswerverifiedShow Answer

The fourth and final step in the sequential process of building brand equity is to

Correct AnswerverifiedShow Answer

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