Question 1

Which of the following statements about the decline stage of the product life cycle is most accurate?

Accepted Answer

A)  Ironically,in the decline stage,sales decline even though profits increase.
B)  A product always enters the decline stage as the result a major product flaw or marketing misstep.
C)  A major reason that a firm's product enters the decline stage is as a result of a change in the marketing environment.
D)  The only real step that can be taken to avoid the decline stage and ultimately extinction is to increase marketing expenditures as soon as the product enters its maturity stage.
E)  Service industries are exempt from the decline stage because of their intangible nature.F) A) and B)
G) C) and D)

Question 2

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 mannerism
D)  brand personification
E)  product personificationF) C) and D)
G) A) and D)

Question 3

Despite the success of its Pentium chips,Intel faced a major threat from competitors like AMD's K6 chips that were cheaper and better placed to serve the emerging low-cost PC market.Intel wanted to protect the brand equity and price premium of its Pentium chips,but it also wanted to avoid AMD gaining a foothold into the lower end of the market.So it created Celeron as a cheaper less powerful version of its Pentium chips to serve this market.This is a notable example of a __________.

Accepted Answer

A)  private brand
B)  brand extension
C)  subbrand
D)  co-brand
E)  fighting brandF) None of the above
G) B) and E)

Question 4

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

Accepted Answer

A)  "It is against my religion."
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) B) and E)
G) B) and C)

Question 5

One type of television show is a category called TV reality shows.According to the product life cycle framework,what is(are) the marketing objective(s) of the producers for these reality shows when they were in the introduction stage of their product life cycles?

Accepted Answer

A)  stress differentiation from other TV show formats
B)  maintain viewer loyalty
C)  allow viewers to watch the show on the Netflix channel
D)  gain awareness and stimulate the target market to watch
E)  target viewers of "sitcoms," or situation comediesF) D) and E)
G) C) and E)

Question 6

In the late 1950s and 1960s,television westerns were extremely popular.The shows were adventure shows with settings and costumes that were very unlike other shows at that time.There were 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 television western was a product category that entered the __________ stage of its product life cycle.

Accepted Answer

A)  deletion
B)  cancellation
C)  decline
D)  maturity
E)  harvestingF) C) and D)
G) All of the above

Question 7

For years when most consumers thought of cranberries,they thought of the Ocean Spray brand.Then Northland cranberry juice came on the market,claiming that it was superior to the Ocean Spray brand.Northland was creating __________ demand for its cranberry products.

Accepted Answer

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

Question 8

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

Question 9

Tylenol successfully used __________ with the introduction of Tylenol →\rightarrow→ Arthritis,Tylenol →\rightarrow→ Sinus and Allergy,Tylenol →\rightarrow→ Cold and Flu,and Tylenol →\rightarrow→ Pain and Sleeplessness.

Accepted Answer

A)  family branding
B)  multiproduct branding
C)  subbranding
D)  mixed branding
E)  generic branding F) D) and E)
G) None of the above

Question 10

Kemps Dairy makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy) .Kemps Dairy had to pay Wrigley,the owner of the Life Savers brand name,a fee to market this concoction.This is most likely an example of __________.

Accepted Answer

A)  generic branding
B)  reseller licensing
C)  mixed branding
D)  brand licensing
E)  co-brandingF) C) and D)
G) A) and D)

Question 11

To better connect with its customers,Kraft did what with its Chips Ahoy! cookies?

Accepted Answer

A)  gave the products a more interesting brand personality
B)  created additional brand extensions,such as adding chocolate dipped and mint dipped
C)  engaged in a co-branding effort with Blue Bell ice cream
D)  complied with ISO 9000 total quality management guidelines due to its expansion into Asian markets
E)  created a patented resealable opening in the bag for easy access and freshnessF) A) and B)
G) A) and C)

Question 12

The stylized blue and white waves that appear in an oval shape on every package of Ocean Spray brand products is an example of a __________.

Accepted Answer

A)  copyright
B)  trade name
C)  trade mark
D)  brand name
E)  labelF) None of the above
G) C) and D)

Question 13

Products that are introduced,decline,and seem to return are characteristic of the __________ type of product life cycle.

Accepted Answer

A)  high-learning
B)  low-learning
C)  fashion
D)  fad
E)  generalizedF) C) and D)
G) A) and E)

Question 14

Explain the following statement: "Packaging provides communication,functional,and perceptual benefits for manufacturers,retailers,and consumers."

Accepted Answer

Packages provide important benefits for ...

Question 15

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

Accepted Answer

A)  gives each product a distinct name,which is useful 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)  contractually,and for a fee,allows other firms to use its brand name,requiring that the product be made to its specificationsF) C) and E)
G) A) and B)

Question 16

Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers.Such expenditures are often made to stimulate __________,the desire for the product class,rather than for a specific brand,when there are few competitors with the same product.

Accepted Answer

A)  secondary demand
B)  introductory demand
C)  primary demand
D)  discretionary demand
E)  selective demandF) B) and C)
G) B) and D)

Question 17

A major factor in developing a service marketing strategy is __________because of the inseparability of services from the producer.

Accepted Answer

A)  product
B)  price or distribution
C)  promotion
D)  place
E)  processF) A) and D)
G) A) and E)

Question 18

The preference for a specific brand is called __________ demand.

Accepted Answer

A)  selective
B)  secondary
C)  primary
D)  derived
E)  genericF) B) and E)
G) A) and B)

Question 19

The challenges of packaging and labeling are often global.One particular challenge facing global manufacturers involves __________.

Accepted Answer

A)  creating larger size packages to be sold at warehouse stores
B)  creating packaging sensitive to educational diversity
C)  addressing ongoing environmental concerns
D)  ensuring ISO 19000 total quality management within national boundaries
E)  making packaging an irrelevant part of a firm's marketing strategyF) A) and E)
G) All of the above

Question 20

-Consider the Huggies photo above.Kimberley-Clark has successfully leveraged the strong Huggies brand image among mothers in its use of __________ when it introduced a full line of baby and toddler toiletries.

Accepted Answer

A)  product line branding
B)  subbranding
C)  multiproduct branding
D)  mixed branding
E)  brand extensionsF) A) and C)
G) None of the above

Exam 10: Managing Successful Products, Services, and Brands

Correct Answer
verified

Products that are introduced,decline,and seem to return are characteristic of the __________ type of product life cycle.

Correct Answer
verified

Which of the following statements about the decline stage of the product life cycle is most accurate?

Correct Answer
verified

A major factor in developing a service marketing strategy is __________because of the inseparability of services from the producer.

Correct Answer
verified

Kemps Dairy makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy) .Kemps Dairy had to pay Wrigley,the owner of the Life Savers brand name,a fee to market this concoction.This is most likely an example of __________.

Correct Answer
verified

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

Correct Answer
verified

Tylenol successfully used __________ with the introduction of Tylenol $\rightarrow$ Arthritis,Tylenol $\rightarrow$ Sinus and Allergy,Tylenol $\rightarrow$ Cold and Flu,and Tylenol $\rightarrow$ Pain and Sleeplessness.

Correct Answer
verified

-Consider the Huggies photo above.Kimberley-Clark has successfully leveraged the strong Huggies brand image among mothers in its use of __________ when it introduced a full line of baby and toddler toiletries.

Correct Answer
verified

Explain the following statement: "Packaging provides communication,functional,and perceptual benefits for manufacturers,retailers,and consumers."

Correct Answer
verified
Packages provide important benefits for ...
View Answer

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

Correct Answer
verified

Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers.Such expenditures are often made to stimulate __________,the desire for the product class,rather than for a specific brand,when there are few competitors with the same product.

Correct Answer
verified

One type of television show is a category called TV reality shows.According to the product life cycle framework,what is(are) the marketing objective(s) of the producers for these reality shows when they were in the introduction stage of their product life cycles?

Correct Answer
verified

The preference for a specific brand is called __________ demand.

Correct Answer
verified

To better connect with its customers,Kraft did what with its Chips Ahoy! cookies?

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

The challenges of packaging and labeling are often global.One particular challenge facing global manufacturers involves __________.

Correct Answer
verified

The stylized blue and white waves that appear in an oval shape on every package of Ocean Spray brand products is an example of a __________.

Correct Answer
verified

For years when most consumers thought of cranberries,they thought of the Ocean Spray brand.Then Northland cranberry juice came on the market,claiming that it was superior to the Ocean Spray brand.Northland was creating __________ demand for its cranberry products.

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

Correct AnswerverifiedShow Answer

Products that are introduced,decline,and seem to return are characteristic of the __________ type of product life cycle.

Correct AnswerverifiedShow Answer

Which of the following statements about the decline stage of the product life cycle is most accurate?

Correct AnswerverifiedShow Answer

A major factor in developing a service marketing strategy is __________because of the inseparability of services from the producer.

Correct AnswerverifiedShow Answer

Kemps Dairy makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy) .Kemps Dairy had to pay Wrigley,the owner of the Life Savers brand name,a fee to market this concoction.This is most likely an example of __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Tylenol successfully used __________ with the introduction of Tylenol →\rightarrow→ Arthritis,Tylenol →\rightarrow→ Sinus and Allergy,Tylenol →\rightarrow→ Cold and Flu,and Tylenol →\rightarrow→ Pain and Sleeplessness.

Correct AnswerverifiedShow Answer

-Consider the Huggies photo above.Kimberley-Clark has successfully leveraged the strong Huggies brand image among mothers in its use of __________ when it introduced a full line of baby and toddler toiletries.

Correct AnswerverifiedShow Answer

Explain the following statement: "Packaging provides communication,functional,and perceptual benefits for manufacturers,retailers,and consumers."

Correct AnswerverifiedPackages provide important benefits for ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers.Such expenditures are often made to stimulate __________,the desire for the product class,rather than for a specific brand,when there are few competitors with the same product.

Correct AnswerverifiedShow Answer

One type of television show is a category called TV reality shows.According to the product life cycle framework,what is(are) the marketing objective(s) of the producers for these reality shows when they were in the introduction stage of their product life cycles?

Correct AnswerverifiedShow Answer

The preference for a specific brand is called __________ demand.

Correct AnswerverifiedShow Answer

To better connect with its customers,Kraft did what with its Chips Ahoy! cookies?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The challenges of packaging and labeling are often global.One particular challenge facing global manufacturers involves __________.

Correct AnswerverifiedShow Answer

The stylized blue and white waves that appear in an oval shape on every package of Ocean Spray brand products is an example of a __________.

Correct AnswerverifiedShow Answer

For years when most consumers thought of cranberries,they thought of the Ocean Spray brand.Then Northland cranberry juice came on the market,claiming that it was superior to the Ocean Spray brand.Northland was creating __________ demand for its cranberry products.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Tylenol successfully used __________ with the introduction of Tylenol $\rightarrow$ Arthritis,Tylenol $\rightarrow$ Sinus and Allergy,Tylenol $\rightarrow$ Cold and Flu,and Tylenol $\rightarrow$ Pain and Sleeplessness.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Packages provide important benefits for ...
View 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

Correct Answer
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