Question 1

Kellogg's changed the name of its Heartwise cereal to Fiberwise most likely to

Accepted Answer

A)  respond to a changing public interest from heart to intestinal health issues.
B)  convey a stronger product image,since "heart" implied sentimentality and "fiber" implied strength.
C)  comply with U.S.Food and Drug Administration guidelines on the use of the word "heart" in food brand names.
D)  avoid a lawsuit by the maker of HeartPro Organic Cereal because it claimed the names and benefits were too similar.
E)  complement its new line of breakfast fiber bars.F) B) and D)
G) A) and B)

Question 2

At which stage in the product life cycle do industry profits usually peak?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decline
E)  accelerated developmentF) A) and E)
G) A) and B)

Question 3

Figure 11-7
 
-Companies can employ several different branding strategies.In Figure 11-7 above,Box A represents a ________ strategy.

Accepted Answer

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

Question 4

The Reynolds Wrap aluminum foil box has two side tabs that say "Press Here to Lock Roll" to keep the roll of foil in place during use.This demonstrates which elements of good packaging?

Accepted Answer

A)  perceptual benefits and functional benefits
B)  protection benefits and functional benefits
C)  communication benefits and perceptual benefits
D)  communication benefits and functional benefits
E)  functional benefits and protection benefitsF) B) and D)
G) B) and C)

Question 5

Starbucks sometimes offers a promotion known as the "treat receipt." Patrons purchase a drink of their choice in the morning and then will receive a receipt to turn in after 2:00 p.m.that same day.With the receipt the customer can choose from any grande iced beverage for just $2.50.Which is the most likely market modification strategy for Starbucks here?

Accepted Answer

A)  finding new users
B)  creating new use situations
C)  increasing a product's use by existing customers
D)  modifying the product
E)  reacting to competitors' positionsF) None of the above
G) C) and E)

Question 6

Express warranties

Accepted Answer

A)  provide a written statement of manufacturer liability.
B)  state the bounds of coverage and,more important,areas of noncoverage.
C)  have no limits of noncoverage.
D)  assign responsibility for product deficiencies to the manufacturer.
E)  assign responsibility for product deficiencies on misuse to the consumer.F) A) and E)
G) All of the above

Question 7

The marketing of low-cost copies of popular brands not manufactured by the original producer is referred to as

Accepted Answer

A)  brand cannibalization.
B)  co-branding.
C)  brand imitation.
D)  product counterfeiting.
E)  re-manufacturing.F) B) and E)
G) All of the above

Question 8

All of the following are true about product line extensions except which?

Accepted Answer

A)  This strategy can result in lower advertising and promotion costs.
B)  A risk that comes with product line extensions is that sales of an extension may come at the expense of other items in the company's product line.
C)  A product line extension raises the level of brand awareness.
D)  Line extensions work best when they provide incremental company revenue by taking sales away from competing brands.
E)  Product line extensions involve using a current brand name to enter a different product class.F) All of the above
G) B) and C)

Question 9

Gatorade successfully used a ________ strategy when it introduced a group of lower-calorie options called Gatorade G2.

Accepted Answer

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

Question 10

Warranties that have no limits of noncoverage are called ________ warranties.

Accepted Answer

A)  guaranteed
B)  full
C)  implied
D)  coverage
E)  expressF) A) and B)
G) C) and D)

Question 11

The marketers used all of the following "ignitions" to spark interest in the Secret deodorant brand with consumers except which?

Accepted Answer

A)  paid search on Google,Bing,and/or Yahoo!
B)  public relations
C)  Facebook
D)  its website,secret.com
E)  brand ambassadorsF) A) and E)
G) B) and D)

Question 12

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

Accepted Answer

A)  harvesting
B)  add outlets
C)  stress differentiation
D)  gain awareness
E)  maintain brand loyaltyF) C) and D)
G) A) and E)

Question 13

Figure 11-5
 
-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 marketplace.F) A) and B)
G) A) and C)

Question 14

In which stage of the product life cycle do marginal competitors begin to leave the market?

Accepted Answer

A)  introduction
B)  growth
C)  decline
D)  maturity
E)  harvestF) A) and E)
G) A) and D)

Question 15

The desire for a product class rather than for a specific brand is called ________ demand.

Accepted Answer

A)  selective
B)  primary
C)  derived
D)  generic
E)  secondaryF) A) and E)
G) A) and B)

Question 16

The time a product can be stored before it spoils is referred to as its

Accepted Answer

A)  product life cycle.
B)  use-by date.
C)  spoilage index.
D)  shelf life.
E)  expiration date.F) A) and D)
G) A) and E)

Question 17

Twitter uses a stylized blue or white bird with no text as its

Accepted Answer

A)  copyright.
B)  trade name.
C)  patent.
D)  logo.
E)  label.F) C) and E)
G) D) and E)

Question 18

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 poor-performing 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.F) D) and E)
G) A) and B)

Question 19

If a customer is reluctant to try a new product because he'd have to change his normal everyday behaviors,the company introducing it is most likely facing a ________ barrier.

Accepted Answer

A)  usage
B)  risk
C)  value
D)  financial
E)  psychologicalF) C) and D)
G) All of the above

Question 20

When a product spreads through the population,it is called the

Accepted Answer

A)  extension of innovation.
B)  proliferation of innovation.
C)  open innovation.
D)  dispersal of innovation.
E)  diffusion of innovation.F) B) and E)
G) B) and D)

Exam 11: Managing Successful Products, services, and Brands

At which stage in the product life cycle do industry profits usually peak?

Correct Answer
verified

Figure 11-5 -The key idea behind diffusion of innovation is that

Correct Answer
verified

Gatorade successfully used a ________ strategy when it introduced a group of lower-calorie options called Gatorade G2.

Correct Answer
verified

When a product spreads through the population,it is called the

Correct Answer
verified

Trading up refers to

Correct Answer
verified

Express warranties

Correct Answer
verified

Correct Answer
verified

The marketers used all of the following "ignitions" to spark interest in the Secret deodorant brand with consumers except which?

Correct Answer
verified

The desire for a product class rather than for a specific brand is called ________ demand.

Correct Answer
verified

Figure 11-7 -Companies can employ several different branding strategies.In Figure 11-7 above,Box A represents a ________ strategy.

Correct Answer
verified

Twitter uses a stylized blue or white bird with no text as its

Correct Answer
verified

All of the following are true about product line extensions except which?

Correct Answer
verified

Kellogg's changed the name of its Heartwise cereal to Fiberwise most likely to

Correct Answer
verified

The time a product can be stored before it spoils is referred to as its

Correct Answer
verified

The Reynolds Wrap aluminum foil box has two side tabs that say "Press Here to Lock Roll" to keep the roll of foil in place during use.This demonstrates which elements of good packaging?

Correct Answer
verified

In which stage of the product life cycle do marginal competitors begin to leave the market?

Correct Answer
verified

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

Correct Answer
verified

The marketing of low-cost copies of popular brands not manufactured by the original producer is referred to as

Correct Answer
verified

Warranties that have no limits of noncoverage are called ________ warranties.

Correct Answer
verified

If a customer is reluctant to try a new product because he'd have to change his normal everyday behaviors,the company introducing it is most likely facing a ________ barrier.

Correct Answer
verified

Exam 11: Managing Successful Products, services, and Brands

At which stage in the product life cycle do industry profits usually peak?

Correct AnswerverifiedShow Answer

Figure 11-5 -The key idea behind diffusion of innovation is that

Correct AnswerverifiedShow Answer

Gatorade successfully used a ________ strategy when it introduced a group of lower-calorie options called Gatorade G2.

Correct AnswerverifiedShow Answer

When a product spreads through the population,it is called the

Correct AnswerverifiedShow Answer

Trading up refers to

Correct AnswerverifiedShow Answer

Express warranties

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The marketers used all of the following "ignitions" to spark interest in the Secret deodorant brand with consumers except which?

Correct AnswerverifiedShow Answer

The desire for a product class rather than for a specific brand is called ________ demand.

Correct AnswerverifiedShow Answer

Figure 11-7 -Companies can employ several different branding strategies.In Figure 11-7 above,Box A represents a ________ strategy.

Correct AnswerverifiedShow Answer

Twitter uses a stylized blue or white bird with no text as its

Correct AnswerverifiedShow Answer

All of the following are true about product line extensions except which?

Correct AnswerverifiedShow Answer

Kellogg's changed the name of its Heartwise cereal to Fiberwise most likely to

Correct AnswerverifiedShow Answer

The time a product can be stored before it spoils is referred to as its

Correct AnswerverifiedShow Answer

The Reynolds Wrap aluminum foil box has two side tabs that say "Press Here to Lock Roll" to keep the roll of foil in place during use.This demonstrates which elements of good packaging?

Correct AnswerverifiedShow Answer

In which stage of the product life cycle do marginal competitors begin to leave the market?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The marketing of low-cost copies of popular brands not manufactured by the original producer is referred to as

Correct AnswerverifiedShow Answer

Warranties that have no limits of noncoverage are called ________ warranties.

Correct AnswerverifiedShow Answer

If a customer is reluctant to try a new product because he'd have to change his normal everyday behaviors,the company introducing it is most likely facing a ________ barrier.

Correct AnswerverifiedShow Answer

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