Question 1

Products such as Yoplait's Go-GURT portable low-fat yogurt in a tube demonstrate the importance of the __________ of packaging.

Accepted Answer

A)  perceptual benefits
B)  communication benefits
C)  functional benefits
D)  technology
E)  renewable resourcesF) B) and E)
G) A) and C)

Question 2

Companies can employ four general branding strategies, which include: (1)  multiproduct branding; (2)  __________; (3)  private branding; and (4)  mixed branding.

Accepted Answer

A)  multibranding
B)  retailer branding
C)  intermediary branding
D)  brand licensing
E)  co-brandingF) A) and D)
G) B) and E)

Question 3

A good brand name should suggest the product benefits; be memorable, distinctive and positive; fit the company or product image; be simple and emotional; __________; and have favorable phonetic and semantic associations in other languages.

Accepted Answer

A)  be humorous or mysterious
B)  have no legal or regulatory restrictions
C)  be easy to spell and pronounce
D)  contain no hidden meanings
E)  suggest an air of mysteryF) A) and B)
G) C) and D)

Question 4

-Companies can employ several different branding strategies. In Figure 10-6 above, C represents a __________ strategy.

Accepted Answer

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

Question 5

Companies can employ four general branding strategies, which include: (1)  __________; (2)  multibranding; (3)  private branding; or (4)  and mixed branding.

Accepted Answer

A)  retailer branding
B)  intermediary branding
C)  brand licensing
D)  multiproduct branding
E)  co-brandingF) All of the above
G) A) and E)

Question 6

In terms of the diffusion of innovation, laggards account for __________ of product adopters.

Accepted Answer

A)  2.5%
B)  13.5%
C)  16%
D)  34%
E)  50%F) None of the above
G) A) and C)

Question 7

In its recent "You're not you when you're hungry - Snickers satisfies" TV ad campaign, Mars, the maker of the Snickers candy bar, attempted to reposition Snickers from a sugary dessert-like food to a snack food that can satisfy one's immediate feeling of hunger. Mars used this product repositioning strategy with its Snickers brand to __________.

Accepted Answer

A)  react to a competitor's position
B)  catch a rising trend
C)  reach a new target market segment
D)  change the value offered to its customers
E)  implement a global strategyF) C) and D)
G) None of the above

Question 8

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) A) and E)
G) B) and E)

Question 9

Customers will often judge the __________ of the service experience based on the performance of the people providing the service.

Accepted Answer

A)  price
B)  productivity
C)  process
D)  quality
E)  physical environmentF) C) and D)
G) A) and E)

Question 10

The "Mean Stinks" ignition was designed to primarily reach which segment of prospective customers?

Accepted Answer

A)  baby boomer women
B)  teen girls
C)  Gen X girls
D)  Gen Y boys
E)  teen boysF) B) and E)
G) A) and B)

Question 11

Warranties, money-back guarantees, extensive usage instructions, demonstrations, and free samples are all ways in which companies attempt to overcome barriers to product adoption during the __________ stage of a product's life cycle.

Accepted Answer

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

Question 12

Generally, the average length of time it takes for a product category to move from the introduction stage to the decline stage of its product life cycle is __________.

Accepted Answer

A)  18 months
B)  5-10 years
C)  20 years
D)  30 years
E)  unpredictableF) B) and E)
G) A) and B)

Question 13

The FedEx brand name suggests the possibility that it is government sanctioned and fast. This perception is important because of which unique characteristic of services?

Accepted Answer

A)  inventory costs
B)  inseparability
C)  inconsistency
D)  invisibility
E)  intangibilityF) A) and E)
G) All of the above

Question 14

Tylenol successfully used __________ with the introduction of groups of products, each with their own name and dedicated to particular symptoms, such as Tylenol Arthritis, Tylenol Sinus and Allergy, Tylenol Cold and Flu, and Tylenol Pain and Sleeplessness.

Accepted Answer

A)  multibranding
B)  private branding
C)  subbranding
D)  mixed branding
E)  brand extensionsF) All of the above
G) C) and E)

Question 15

As product adopters, laggards

Accepted Answer

A)  have a fear of debt and use neighbors and friends as information sources.
B)  are skeptical and have below average social status.
C)  are deliberate and use many informal social contacts.
D)  are leaders in social settings and have a slightly above average education.
E)  are venturesome, highly educated, and use multiple information sources.F) A) and B)
G) A) and C)

Question 16

Under the concept of the diffusion of innovation, consumers who are venturesome, highly educated, and use multiple information sources are called what kind of product adopters?

Accepted Answer

A)  innovators
B)  early adopters
C)  early majority
D)  late majority
E)  laggardsF) A) and B)
G) A) and C)

Question 17

Which of the following statements regarding the place element of services is most accurate?

Accepted Answer

A)  Place has little impact on the marketing of services because there are so many intermediaries from which a consumer may choose.
B)  The distribution site and the service provider are the intangible components of the service.
C)  Place is an especially important factor because of the inconsistency between the service and the service provider.
D)  As competition grows in service industries, the value of convenient distribution is being recognized.
E)  Technology is an effective way to bring services to the customer, but only if the consumer is a new user; otherwise, the disadvantages outweigh the benefits.F) B) and D)
G) B) and C)

Question 18

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

Accepted Answer

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

Question 19

Which of the following products would have a fad product life cycle curve?

Accepted Answer

A)  women's hosiery
B)  car tattoos
C)  electric cars
D)  convection ovens
E)  sport drinksF) B) and E)
G) A) and E)

Question 20

Popsicle Package Photos
-There is one visible difference between the two packages in the Popsicle package photos shown above (one a 15-pack and the other a 20-pack), even though both sold for the same price. Discuss which aspect(s) might be considered legal but unethical, and why.

Accepted Answer

The size of the package on the left is t...

Exam 10: Managing Successful Products, Services, and Brands

-Companies can employ several different branding strategies. In Figure 10-6 above, C represents a __________ strategy.

Correct Answer
verified

Correct Answer
verified

Products such as Yoplait's Go-GURT portable low-fat yogurt in a tube demonstrate the importance of the __________ of packaging.

Correct Answer
verified

Popsicle Package Photos -There is one visible difference between the two packages in the Popsicle package photos shown above (one a 15-pack and the other a 20-pack), even though both sold for the same price. Discuss which aspect(s) might be considered legal but unethical, and why.

Correct Answer
verified
The size of the package on the left is t...
View Answer

Under the concept of the diffusion of innovation, consumers who are venturesome, highly educated, and use multiple information sources are called what kind of product adopters?

Correct Answer
verified

A good brand name should suggest the product benefits; be memorable, distinctive and positive; fit the company or product image; be simple and emotional; __________; and have favorable phonetic and semantic associations in other languages.

Correct Answer
verified

Which of the following statements regarding the place element of services is most accurate?

Correct Answer
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Which of the following products would have a fad product life cycle curve?

Correct Answer
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Companies can employ four general branding strategies, which include: (1) multiproduct branding; (2) __________; (3) private branding; and (4) mixed branding.

Correct Answer
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As product adopters, laggards

Correct Answer
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Customers will often judge the __________ of the service experience based on the performance of the people providing the service.

Correct Answer
verified

The FedEx brand name suggests the possibility that it is government sanctioned and fast. This perception is important because of which unique characteristic of services?

Correct Answer
verified

Companies can employ four general branding strategies, which include: (1) __________; (2) multibranding; (3) private branding; or (4) and mixed branding.

Correct Answer
verified

Warranties, money-back guarantees, extensive usage instructions, demonstrations, and free samples are all ways in which companies attempt to overcome barriers to product adoption during the __________ stage of a product's life cycle.

Correct Answer
verified

The "Mean Stinks" ignition was designed to primarily reach which segment of prospective customers?

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

Tylenol successfully used __________ with the introduction of groups of products, each with their own name and dedicated to particular symptoms, such as Tylenol Arthritis, Tylenol Sinus and Allergy, Tylenol Cold and Flu, and Tylenol Pain and Sleeplessness.

Correct Answer
verified

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

Correct Answer
verified

In terms of the diffusion of innovation, laggards account for __________ of product adopters.

Correct Answer
verified

Generally, the average length of time it takes for a product category to move from the introduction stage to the decline stage of its product life cycle is __________.

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

-Companies can employ several different branding strategies. In Figure 10-6 above, C represents a __________ strategy.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Products such as Yoplait's Go-GURT portable low-fat yogurt in a tube demonstrate the importance of the __________ of packaging.

Correct AnswerverifiedShow Answer

Popsicle Package Photos -There is one visible difference between the two packages in the Popsicle package photos shown above (one a 15-pack and the other a 20-pack), even though both sold for the same price. Discuss which aspect(s) might be considered legal but unethical, and why.

Correct AnswerverifiedThe size of the package on the left is t...View AnswerShow Answer

Under the concept of the diffusion of innovation, consumers who are venturesome, highly educated, and use multiple information sources are called what kind of product adopters?

Correct AnswerverifiedShow Answer

A good brand name should suggest the product benefits; be memorable, distinctive and positive; fit the company or product image; be simple and emotional; __________; and have favorable phonetic and semantic associations in other languages.

Correct AnswerverifiedShow Answer

Which of the following statements regarding the place element of services is most accurate?

Correct AnswerverifiedShow Answer

Which of the following products would have a fad product life cycle curve?

Correct AnswerverifiedShow Answer

Companies can employ four general branding strategies, which include: (1) multiproduct branding; (2) __________; (3) private branding; and (4) mixed branding.

Correct AnswerverifiedShow Answer

As product adopters, laggards

Correct AnswerverifiedShow Answer

Customers will often judge the __________ of the service experience based on the performance of the people providing the service.

Correct AnswerverifiedShow Answer

The FedEx brand name suggests the possibility that it is government sanctioned and fast. This perception is important because of which unique characteristic of services?

Correct AnswerverifiedShow Answer

Companies can employ four general branding strategies, which include: (1) __________; (2) multibranding; (3) private branding; or (4) and mixed branding.

Correct AnswerverifiedShow Answer

Warranties, money-back guarantees, extensive usage instructions, demonstrations, and free samples are all ways in which companies attempt to overcome barriers to product adoption during the __________ stage of a product's life cycle.

Correct AnswerverifiedShow Answer

The "Mean Stinks" ignition was designed to primarily reach which segment of prospective customers?

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

Tylenol successfully used __________ with the introduction of groups of products, each with their own name and dedicated to particular symptoms, such as Tylenol Arthritis, Tylenol Sinus and Allergy, Tylenol Cold and Flu, and Tylenol Pain and Sleeplessness.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In terms of the diffusion of innovation, laggards account for __________ of product adopters.

Correct AnswerverifiedShow Answer

Generally, the average length of time it takes for a product category to move from the introduction stage to the decline stage of its product life cycle is __________.

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
The size of the package on the left is t...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
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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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