Question 1

Compare the three ways to manage a product through its product life cycle.

Accepted Answer

The three ways a product or brand manage...

Question 2

Procter & Gamble repositioned its Old Spice antiperspirant brand from a deodorant your grandfather might use to a strong,hip antiperspirant through commercials that showed the target market of 18- to 30-year-old men advocating its use.P&G used this product repositioning strategy with its Old Spice brand antiperspirant to

Accepted Answer

A)   react to a competitor's position.
B)   catch a rising trend.
C)   change the value offered.
D)   diversify its product portfolio.
E)   reach a new market.F) A) and E)
G) D) and E)

Question 3

Managers often use two special measures to help identify strong and weak market segments in order to provide direction for marketing efforts.These are the CDI and the BDI,which stand for

Accepted Answer

A)   comprehensive demographic inventory and brand designation information.
B)   consumer demographic index and buyer demographic inventory.
C)   category development index and brand development index.
D)   consumer development index and brand development inventory.
E)   category development index and buyer development inventory.F) B) and C)
G) A) and D)

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 __________ barrier.

Accepted Answer

A)   a usage
B)   a risk
C)   a value
D)   an emotional
E)   a psychologicalF) A) and B)
G) None of the above

Question 5

The less-expensive matinee movie pricing offered on shows prior to 4 p.m.is an example of

Accepted Answer

A)   price lining.
B)   price differentiation.
C)   off-peak pricing.
D)   bait-and-switch pricing.
E)   idle production pricing.F) B) and E)
G) D) and E)

Question 6

Figure 10-3 
-The product life cycle shown in Box A in Figure 10-3 is an example of a __________ product.

Accepted Answer

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

Question 7

Which of the following is a characteristic of the growth stage of the product life cycle?

Accepted Answer

A)   Advertising emphasis switches to primary demand.
B)   The proportion of repeat purchasers to initial purchasers grows.
C)   The number of distribution outlets shrinks due to growing inefficiencies.
D)   Profit margins increase as sales increase.
E)   No new product features are added to maximize profits.F) A) and B)
G) C) and D)

Question 8

Xerox pioneered the first portable fax machine.In 1980,the price was $12 ,700.Xerox used __________ pricing strategy to help recover its research and development costs.

Accepted Answer

A)   a penetration
B)   a cost-plus
C)   a skimming
D)   a target ROI
E)   an above-marketF) A) and E)
G) C) and D)

Question 9

Sales exhibit a downward trend throughout which stage of the product life cycle?

Accepted Answer

A)   introduction
B)   growth
C)   maturity
D)   decay
E)   declineF) None of the above
G) D) and E)

Question 10

When Coca-Cola promoted Coke as a morning beverage for those consumers who don't drink coffee,it used a __________ strategy.

Accepted Answer

A)   product modification
B)   brand modification
C)   market-product extension
D)   diversification
E)   market modificationF) B) and D)
G) A) and B)

Question 11

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

Accepted Answer

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

Question 12

Cotton Incorporated is funded by cotton growers in the United States.It developed the "Cotton: The Fabric of Our Lives." advertising campaign as part of its mission "to ensure that cotton remains the first choice among consumers in apparel and home products." Because Cotton Incorporated promotes all cotton producers,it is stimulating __________ demand.

Accepted Answer

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

Question 13

A set of human characteristics associated with a brand name is referred to as

Accepted Answer

A)   a symbolic brand.
B)   a brand personality.
C)   a brand psychographic.
D)   a brand personification.
E)   a product personification.F) C) and D)
G) A) and D)

Question 14

Which of the following is a characteristic of the growth stage of the product life cycle?

Accepted Answer

A)   Advertising emphasis switches to primary demand.
B)   The proportion of initial purchasers to repeat purchasers grows.
C)   New or modified product features are added.
D)   Profit margins increase as sales increase.
E)   There are a limited number of retail outlets for greater quality control.F) All of the above
G) A) and D)

Question 15

Which of the following quotes from a new product adopter would signal the need for a firm to counteract a value barrier?

Accepted Answer

A)   "But it might make me fat."
B)   "What if I can't make the monthly payments?"
C)   "I don't want to try this if it means I have to swallow it with milk."
D)   "Big deal, the only difference is the shape of the package."
E)   "Sure I'll try it; why not!"F) All of the above
G) A) and B)

Question 16

Men who tried the Gillette Fusion razor were so satisfied with it that 60 percent of them adopted the product permanently.Men who bought again are known as __________ purchasers.

Accepted Answer

A)   repeat
B)   recurring
C)   customary
D)   habitual
E)   establishedF) B) and E)
G) A) and E)

Question 17

What is multiproduct branding?
 What are its advantages?
 Disadvantages?

Accepted Answer

Multiproduct branding occurs when a comp...

Question 18

As more competitors launch their own products and the product progresses along its life cycle,company attention is focused on creating __________ demand,or the preference for a specific brand.

Accepted Answer

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

Question 19

The tangibles that make up the service,such as buildings,landscaping,vehicles,furnishings,signage,brochures,and equipment,comprise which element of the seven Ps of services marketing?

Accepted Answer

A)   process
B)   place
C)   physical environment
D)   productivity
E)   productF) B) and C)
G) C) and E)

Question 20

In the late 1950s and 1960s,television westerns were extremely popular.These adventure shows had settings and costumes that were very unlike other shows of that time (comedy,variety,crime,etc.) .Popular programs included Gunsmoke,Bonanza,Wagon Train,The Big Valley etc.When ratings declined as viewers gradually stopped watching this TV genre,production companies found the networks no longer wanted to buy and televise such shows.The production companies used a(n) __________ strategy and stopped production on all television westerns when the networks stopped showing them.

Accepted Answer

A)   diversification
B)   aggregation
C)   segmentation
D)   deletion
E)   harvestingF) D) and E)
G) All of the above

Exam 10: Managing Successful Products, services, and Brands

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 __________ barrier.

Correct Answer
verified

Compare the three ways to manage a product through its product life cycle.

Correct Answer
verified
The three ways a product or brand manage...
View Answer

A set of human characteristics associated with a brand name is referred to as

Correct Answer
verified

As more competitors launch their own products and the product progresses along its life cycle,company attention is focused on creating __________ demand,or the preference for a specific brand.

Correct Answer
verified

When Coca-Cola promoted Coke as a morning beverage for those consumers who don't drink coffee,it used a __________ strategy.

Correct Answer
verified

What is multiproduct branding? What are its advantages? Disadvantages?

Correct Answer
verified
Multiproduct branding occurs when a comp...
View Answer

Correct Answer
verified

Sales exhibit a downward trend throughout which stage of the product life cycle?

Correct Answer
verified

Which of the following is a characteristic of the growth stage of the product life cycle?

Correct Answer
verified

Managers often use two special measures to help identify strong and weak market segments in order to provide direction for marketing efforts.These are the CDI and the BDI,which stand for

Correct Answer
verified

Which of the following quotes from a new product adopter would signal the need for a firm to counteract a value barrier?

Correct Answer
verified

Xerox pioneered the first portable fax machine.In 1980,the price was $12 ,700.Xerox used __________ pricing strategy to help recover its research and development costs.

Correct Answer
verified

The tangibles that make up the service,such as buildings,landscaping,vehicles,furnishings,signage,brochures,and equipment,comprise which element of the seven Ps of services marketing?

Correct Answer
verified

Men who tried the Gillette Fusion razor were so satisfied with it that 60 percent of them adopted the product permanently.Men who bought again are known as __________ purchasers.

Correct Answer
verified

Figure 10-3 -The product life cycle shown in Box A in Figure 10-3 is an example of a __________ product.

Correct Answer
verified

Correct Answer
verified

Which of the following is a characteristic of the growth stage of the product life cycle?

Correct Answer
verified

The less-expensive matinee movie pricing offered on shows prior to 4 p.m.is an example of

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Exam 10: Managing Successful Products, services, and Brands

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 __________ barrier.

Correct AnswerverifiedShow Answer

Compare the three ways to manage a product through its product life cycle.

Correct AnswerverifiedThe three ways a product or brand manage...View AnswerShow Answer

A set of human characteristics associated with a brand name is referred to as

Correct AnswerverifiedShow Answer

As more competitors launch their own products and the product progresses along its life cycle,company attention is focused on creating __________ demand,or the preference for a specific brand.

Correct AnswerverifiedShow Answer

When Coca-Cola promoted Coke as a morning beverage for those consumers who don't drink coffee,it used a __________ strategy.

Correct AnswerverifiedShow Answer

What is multiproduct branding? What are its advantages? Disadvantages?

Correct AnswerverifiedMultiproduct branding occurs when a comp...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Sales exhibit a downward trend throughout which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Which of the following is a characteristic of the growth stage of the product life cycle?

Correct AnswerverifiedShow Answer

Managers often use two special measures to help identify strong and weak market segments in order to provide direction for marketing efforts.These are the CDI and the BDI,which stand for

Correct AnswerverifiedShow Answer

Which of the following quotes from a new product adopter would signal the need for a firm to counteract a value barrier?

Correct AnswerverifiedShow Answer

Xerox pioneered the first portable fax machine.In 1980,the price was $12 ,700.Xerox used __________ pricing strategy to help recover its research and development costs.

Correct AnswerverifiedShow Answer

The tangibles that make up the service,such as buildings,landscaping,vehicles,furnishings,signage,brochures,and equipment,comprise which element of the seven Ps of services marketing?

Correct AnswerverifiedShow Answer

Men who tried the Gillette Fusion razor were so satisfied with it that 60 percent of them adopted the product permanently.Men who bought again are known as __________ purchasers.

Correct AnswerverifiedShow Answer

Figure 10-3 -The product life cycle shown in Box A in Figure 10-3 is an example of a __________ product.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following is a characteristic of the growth stage of the product life cycle?

Correct AnswerverifiedShow Answer

The less-expensive matinee movie pricing offered on shows prior to 4 p.m.is an example of

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
The three ways a product or brand manage...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Multiproduct branding occurs when a comp...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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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Correct Answer
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