Question 1

Soft Drink Ad
-are warranties important from the perspectives of both consumers and manufacturers?

Accepted Answer

Warranties are important in light of inc...

Question 2

Which of the following statements regarding labels is most accurate?

Accepted Answer

A)   Although labels are can carry useful information, the less information communicated, the better.
B)   The brand logo or brand name should always be the largest image on a label.
C)   Labels can be very expensive, but they are important because they often are the first contact the consumer has with the product.
D)   The best labels to use on food products are those that can be easily removed from the can in case product changes need to be made.
E)   One penny for every dollar consumers spend on products goes towards packaging and labeling costs.

Question 3

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 deliberate adopters with many informal social contacts are called __________.

Accepted Answer

A)   innovators
B)   early adopters
C)   early majority
D)   late majority
E)   laggards

Question 4

Profits tend to consume a disproportionate share of management and financial resources relative to their worth throughout which stage of the product life cycle?

Accepted Answer

A)   innovation
B)   growth
C)   maturity
D)   decline
E)   harvest

Question 5

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

Accepted Answer

A)   product paring
B)   trading down
C)   down trading
D)   product deflation
E)   product simplification

Question 6

company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and/or to __________.

Accepted Answer

A)   capitalize on the price insensitivity of early buyers
B)   discourage competition from other manufacturers
C)   ease the product into its maturity stage
D)   gain the largest unit sales possible
E)   gain more distribution outlets

Question 7

three main benefits packaging provides to manufacturers,retailers,and consumers are communication benefits,perceptual benefits,and __________ benefits.

Accepted Answer

A)   personal
B)   functional
C)   financial
D)   societal
E)   aesthetic

Question 8

entire product category or industry is referred to as __________.

Accepted Answer

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

Question 9

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 performing-poorly 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

Question 10

difference between a brand name and a trade name is that __________.

Accepted Answer

A)   brand names are legally registered and trade names are not
B)   a trade name is the name under which a company does business
C)   a brand name is only the word that is spoken to distinguish a seller's goods or services but a trade name consists of both the spoken and unspoken word(s)  and mark(s)  that distinguishes a seller's goods or services
D)   a brand name can cover an array of company product items while a trade name can only apply to a single SKU for a product item
E)   trade names are protected by law but brand names are not

Question 11

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

Accepted Answer

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

Question 12

third 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 brand's identity and meaning
D)   create a consumer-brand connection
E)   reward loyal customer behavior

Question 13

Figure 11-6
-Figure 11-6 above shows 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,"D" and "E," which stand for __________ and __________.

Accepted Answer

A)   brand identity; brand emotion
B)   brand performance; brand imagery
C)   consumer judgments; consumer feelings
D)   brand awareness; consumer-brand connection
E)   consumer feelings; brand imagery

Question 14

Which stage in the product life cycle is characterized by a slowing of total industry sales or product class revenue?

Accepted Answer

A)   introduction
B)   growth
C)   maturity
D)   decline
E)   decelerated implementation

Question 15

Mixed branding refers to a branding strategy in which a firm __________.

Accepted Answer

A)   gives each product a distinct name when each brand is intended for a different market segment
B)   uses different brand names for the same product across multiple countries
C)   uses one name for all its products in a product class
D)   produces products but sell them under the brand name of a wholesaler or retailer
E)   markets some products under its own name(s)  and other products under the name of a reseller because the segment attracted to the reseller is different from its own market

Question 16

a firm's marketing dashboard displays a BDI under 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,this indicates which of the following?

Accepted Answer

A)   a weak brand position in a segment
B)   a strong brand position in a segment
C)   above-average product category purchases by a market segment
D)   below-average product category purchases by a market segment
E)   There is not enough information to make any conclusions.

Question 17

(light-emitting diode) light bulbs,which have been available for only a few years in low lighting levels (lumens) ,are now coming to the marketplace in a 100 watt,7500 lumen equivalent.They are designed to replace incandescent and even compact fluorescent light bulbs,in part because of a federal law that phases out incandescent light bulbs in favor of more energy efficient ones.LED bulbs,which today can cost over $50 for a 100-watt bulb,will last up to 20 years.In what stage of the product life cycle is this product?

Accepted Answer

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

Question 18

key challenges that package and label designers face include: (1) connecting with customers; (2) environmental concerns; (3) health,safety,and security issues; and (4) __________.

Accepted Answer

A)   social and societal issues
B)   competition from global markets
C)   cost reduction
D)   governmental regulations
E)   diminishing color, symbol, and trademark selections

Question 19

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)   divesting

Question 20

According to the text,the Kodak Playsport pocket video camera is most likely in what stage of its product life cycle?

Accepted Answer

A)   introduction
B)   growth
C)   maturity
D)   harvest
E)   decline

Exam 11: Managing Successful Products,Services,and Brands

Trading up refers to __________.

Correct Answer
verified

Correct Answer
verified

Mixed branding refers to a branding strategy in which a firm __________.

Correct Answer
verified

Soft Drink Ad -are warranties important from the perspectives of both consumers and manufacturers?

Correct Answer
verified
Warranties are important in light of inc...
View Answer

entire product category or industry is referred to as __________.

Correct Answer
verified

a firm's marketing dashboard displays a BDI under 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,this indicates which of the following?

Correct Answer
verified

key challenges that package and label designers face include: (1) connecting with customers; (2) environmental concerns; (3) health,safety,and security issues; and (4) __________.

Correct Answer
verified

Profits tend to consume a disproportionate share of management and financial resources relative to their worth throughout which stage of the product life cycle?

Correct Answer
verified

Which of the following statements regarding labels is most accurate?

Correct Answer
verified

Correct Answer
verified

According to the text,the Kodak Playsport pocket video camera is most likely in what stage of its product life cycle?

Correct Answer
verified

Figure 11-6 -Figure 11-6 above shows 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,"D" and "E," which stand for and .

Correct Answer
verified

difference between a brand name and a trade name is that __________.

Correct Answer
verified

three main benefits packaging provides to manufacturers,retailers,and consumers are communication benefits,perceptual benefits,and __________ benefits.

Correct Answer
verified

third step in the sequential process of building brand equity is to __________.

Correct Answer
verified

Which stage in the product life cycle is characterized by a slowing of total industry sales or product class revenue?

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and/or to __________.

Correct Answer
verified

Exam 11: Managing Successful Products,Services,and Brands

Trading up refers to __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Mixed branding refers to a branding strategy in which a firm __________.

Correct AnswerverifiedShow Answer

Soft Drink Ad -are warranties important from the perspectives of both consumers and manufacturers?

Correct AnswerverifiedWarranties are important in light of inc...View AnswerShow Answer

entire product category or industry is referred to as __________.

Correct AnswerverifiedShow Answer

a firm's marketing dashboard displays a BDI under 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,this indicates which of the following?

Correct AnswerverifiedShow Answer

key challenges that package and label designers face include: (1) connecting with customers; (2) environmental concerns; (3) health,safety,and security issues; and (4) __________.

Correct AnswerverifiedShow Answer

Profits tend to consume a disproportionate share of management and financial resources relative to their worth throughout which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Which of the following statements regarding labels is most accurate?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

According to the text,the Kodak Playsport pocket video camera is most likely in what stage of its product life cycle?

Correct AnswerverifiedShow Answer

Figure 11-6 -Figure 11-6 above shows 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,"D" and "E," which stand for __________ and __________.

Correct AnswerverifiedShow Answer

difference between a brand name and a trade name is that __________.

Correct AnswerverifiedShow Answer

three main benefits packaging provides to manufacturers,retailers,and consumers are communication benefits,perceptual benefits,and __________ benefits.

Correct AnswerverifiedShow Answer

third step in the sequential process of building brand equity is to __________.

Correct AnswerverifiedShow Answer

Which stage in the product life cycle is characterized by a slowing of total industry sales or product class revenue?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and/or to __________.

Correct AnswerverifiedShow 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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Warranties are important in light of inc...
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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Correct Answer
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Correct Answer
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Correct Answer
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Figure 11-6 -Figure 11-6 above shows 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,"D" and "E," which stand for and .

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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