Question 1

Some singers sing a great song that shoots to the top of the charts.The singers then go on tour and have sold-out concerts everywhere they appear.Just as quickly (particularly if they are unable to follow their first hit song with a second one) ,they are singing in half-filled concert halls,then smaller clubs,and eventually no one wants to hear them perform.Such "one-hit wonder" singers are best categorized as being __________ products (or services) .

Accepted Answer

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

Question 2

7Up is a lemon-lime carbonated soft drink that has been very successful in the U.S.Dr.Pepper/Seven Up,Inc.,the makers of 7Up,uses a family branding strategy to market 7Up worldwide.In Shanghai,China,sales have suffered since the brand name means "death through drinking." When picking a good band name,which criterion did Dr.Pepper/Seven Up,Inc.violate when it chose to use a family branding strategy to market 7Up in China?

Accepted Answer

A)  The name should be memorable,distinctive,and positive.
B)  The name should be simple.
C)  The name should have no governmental restrictions.
D)  The name should suggest the product's benefits.
E)  The name should not be difficult to spell or pronounce.F) B) and D)
G) A) and D)

Question 3

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 B)
G) B) and E)

Question 4

Mars,Inc.sells Snickers,Milky Way,Twix,Skittles,Dove,Starburst,M&Ms,and Three Musketeer candy.This variety of brand names is typical of a __________ strategy.

Accepted Answer

A)  co-branding
B)  multibranding
C)  multiproduct
D)  mixed brand
E)  private brandingF) D) and E)
G) All of the above

Question 5

A new exercise video contends that with one day of fasting and a one-hour period of intense cardiovascular exercise,the average individual can lose five pounds a week and be in peak health within six months of starting the program.__________ barriers could doom the new product to failure because the product's claims are not consistent with how consumers think and behave.

Accepted Answer

A)  Psychological
B)  Social
C)  Physical
D)  Risk
E)  UsageF) B) and E)
G) A) and E)

Question 6

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.The two indexes focus on __________.

Accepted Answer

A)  marketing efficiency and production efficiency
B)  dollar market share and unit market share
C)  monthly dollar sales by channel and monthly number of units sold by channel
D)  sales per square foot and same-store sales growth
E)  category development and brand developmentF) C) and D)
G) B) and E)

Question 7

The formula to calculate a BDI = __________.

Accepted Answer

A)  (Percent of the total U.S.population in a market segment ÷ Percent of a brand's total U.S.sales in a market segment) × 100
B)  (Percent of a product category's total U.S.sales in a market segment ÷ Percent of the total U.S.population in a market segment) × 100
C)  (Percent of a brand's total U.S.sales in a market segment ÷ Percent of the total U.S.population in a market segment) × 100
D)  (Percent of the total U.S.population in a market segment ÷ Percent of a product category's total U.S.sales in a market segment) × 100
E)  There is not enough information to make any conclusions.F) A) and E)
G) A) and D)

Question 8

Describe a brand name and explain how it is related to a logo.

Accepted Answer

A brand name is any word,device (design,...

Question 9

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 bundleF) None of the above
G) B) and E)

Question 10

Place or distribution is a major factor in developing a service marketing strategy because of the __________ of services.

Accepted Answer

A)  inventory
B)  inseparability
C)  inconsistency
D)  intangibility
E)  informationF) A) and B)
G) C) and D)

Question 11

There are several factors why a consumer would be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a value barrier,which occurs when __________.

Accepted Answer

A)  there are physical,economic,or social risks
B)  there are cultural differences
C)  the financial commitment is too great
D)  there is no incentive to change
E)  the product is not consistent with existing habitsF) All of the above
G) A) and E)

Question 12

Apple introduced the iPhone and iPad that use a multitouch screen to control and interact with what's on its screen,as well as the Magic Trackpad,which is also is a multitouch device.These devices require consumers to use gestures (touch,swipe,tap,etc.) to perform various functions.This could "exterminate" the "mouse," a device Apple invented in 1977 for its Apple II computer that enabled users to perform various functions by moving the mouse and clicking its buttons.Based on the emergence of these two multitouch technologies,the mouse most likely is now in the __________ stage of its product life cycle.

Accepted Answer

A)  introduction
B)  decline
C)  maturity
D)  deletion
E)  harvestingF) C) and D)
G) None of the above

Question 13

There are several reasons why 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 habitsF) A) and D)
G) C) and D)

Question 14

A manufacturer can successfully use mixed branding because __________.

Accepted Answer

A)  it involves giving each product a distinct brand name
B)  the segment attracted to the reseller product is different from its own targeted market segment
C)  the company uses one name for all of its products for the sake of simplicity
D)  it is easy to do
E)  it produces lower profits for the reseller and higher profits for the manufacturerF) C) and D)
G) A) and D)

Question 15

The key idea behind diffusion of innovation is that __________.

Accepted Answer

A)  not all consumers accept a new product at the same time; adoption of a product spreads slowly throughout the population
B)  once a product enters the market,the time span between awareness and purchase is incredibly short
C)  the introduction of an entire new product class almost always diffuses the importance of its predecessor within a matter of months
D)  adoption of a new product line does not change the diffusion rate of older lines in the market
E)  the rate of adoption is independent of other product form innovations or competitive products in the marketplaceF) B) and C)
G) B) and D)

Question 16

The classifications of innovators,early adopters,early majority,late majority,and laggards are all based upon __________.

Accepted Answer

A)  how frequently a consumer uses a product
B)  the number and strength of competitors
C)  when consumers begin buying a new product
D)  the time it takes to educate a consumer in the use of a new technology
E)  how quickly consumers respond to an advertising message or campaignF) A) and D)
G) B) and C)

Question 17

All of the following are factors triggering the need for product repositioning EXCEPT:

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 position.F) C) and E)
G) C) and D)

Question 18

The two most common pricing alternatives for products in the introduction stage of the product life cycle are __________ and __________.

Accepted Answer

A)  skimming pricing; penetration pricing
B)  price lining; product line pricing
C)  markdown pricing; quantity discount pricing
D)  skimming pricing; bundle pricing
E)  penetration pricing; experience curve pricingF) None of the above
G) C) and D)

Question 19

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) B) and E)
G) C) and D)

Question 20

The __________ stage of the product life cycle occurs when a product is launched to its intended target market.

Accepted Answer

A)  concept
B)  introduction
C)  growth
D)  maturity
E)  declineF) C) and D)
G) A) and D)

Exam 10: Managing Successful Products, Services, and Brands

Correct Answer
verified

Correct Answer
verified

Mars,Inc.sells Snickers,Milky Way,Twix,Skittles,Dove,Starburst,M&Ms,and Three Musketeer candy.This variety of brand names is typical of a __________ strategy.

Correct Answer
verified

There are several factors why a consumer would be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a value barrier,which occurs when __________.

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

A manufacturer can successfully use mixed branding because __________.

Correct Answer
verified

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 Answer
verified

All of the following are factors triggering the need for product repositioning EXCEPT:

Correct Answer
verified

Place or distribution is a major factor in developing a service marketing strategy because of the __________ of services.

Correct Answer
verified

Describe a brand name and explain how it is related to a logo.

Correct Answer
verified
A brand name is any word,device (design,...
View Answer

The key idea behind diffusion of innovation is that __________.

Correct Answer
verified

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.The two indexes focus on __________.

Correct Answer
verified

The classifications of innovators,early adopters,early majority,late majority,and laggards are all based upon __________.

Correct Answer
verified

There are several reasons why 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

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

Correct Answer
verified

The __________ stage of the product life cycle occurs when a product is launched to its intended target market.

Correct Answer
verified

The formula to calculate a BDI = __________.

Correct Answer
verified

The two most common pricing alternatives for products in the introduction stage of the product life cycle are and .

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Mars,Inc.sells Snickers,Milky Way,Twix,Skittles,Dove,Starburst,M&Ms,and Three Musketeer candy.This variety of brand names is typical of a __________ strategy.

Correct AnswerverifiedShow Answer

There are several factors why a consumer would be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a value barrier,which occurs when __________.

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

A manufacturer can successfully use mixed branding because __________.

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

All of the following are factors triggering the need for product repositioning EXCEPT:

Correct AnswerverifiedShow Answer

Place or distribution is a major factor in developing a service marketing strategy because of the __________ of services.

Correct AnswerverifiedShow Answer

Describe a brand name and explain how it is related to a logo.

Correct AnswerverifiedA brand name is any word,device (design,...View AnswerShow Answer

The key idea behind diffusion of innovation is that __________.

Correct AnswerverifiedShow Answer

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.The two indexes focus on __________.

Correct AnswerverifiedShow Answer

The classifications of innovators,early adopters,early majority,late majority,and laggards are all based upon __________.

Correct AnswerverifiedShow Answer

There are several reasons why 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

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

Correct AnswerverifiedShow Answer

The __________ stage of the product life cycle occurs when a product is launched to its intended target market.

Correct AnswerverifiedShow Answer

The formula to calculate a BDI = __________.

Correct AnswerverifiedShow Answer

The two most common pricing alternatives for products in the introduction stage of the product life cycle are __________ and __________.

Correct AnswerverifiedShow Answer

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
A brand name is any word,device (design,...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

The two most common pricing alternatives for products in the introduction stage of the product life cycle are and .

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified