Question 1

Which of the following statements is MOST accurate?

Accepted Answer

A)   The name Gatorade was chosen because as an energy drink it "got you out the gate-fast."
B)   The name Gatorade was coined by a team who lost to the University of Florida Gators, attributing the Gator win to the "aid" it got from the rehydrating beverage.
C)   The green color of the original lemon-lime Gatorade was based on the University of Florida's alligator mascot.
D)   Gatorade was developed by PepsiCo as a cause-marketing project to provide resources for women's sports at University of Florida's as a result of the passage of Title IX in 1972.
E)   Gatorade is the only sports drink marketer that doesn't use sports celebrities to endorse its products.F) B) and D)
G) B) and C)

Question 2

Figure 11-3
-product life cycle shown in "C" in Figure 11-3 above is an example of a __________ product.

Accepted Answer

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

Question 3

Dr. Pepper KISS Ad
-Brand equity is the added value a brand name gives to a product beyond the functional benefits provided.This value has two distinct advantages: (1) it creates a competitive advantage and (2) __________.

Accepted Answer

A)   it guarantees the lowest prices
B)   decision making becomes easier for consumers
C)   there is no need for coupons, discounts, or other customer incentives
D)   customers are often willing to pay a higher price
E)   new market segments are easily added to the market-product gridF) A) and E)
G) B) and D)

Question 4

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) A) and C)
G) A) and E)

Question 5

of the following are market modification strategies EXCEPT __________.

Accepted Answer

A)   creating a new use situation
B)   finding new customers
C)   changing a product's appearance
D)   targeting new market segments
E)   increasing a product's use among existing customersF) A) and D)
G) A) and E)

Question 6

was originally sold in Europe as an adult __________.

Accepted Answer

A)   breath mint
B)   chewing gum
C)   pain reliever
D)   stop smoking patch
E)   antacidF) C) and D)
G) A) and B)

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 selective demand.
B)   A growing proportion of trial purchases come from brand loyal users
C)   Product features remain unchanged.
D)   Profit margins increase as sales increase.
E)   The product is sold in a narrowly selected number of retail outlets.F) A) and B)
G) A) and E)

Question 8

Figure 11-7
-Companies can employ several different branding strategies.In Figure 11-7 above,"B" represents a __________ strategy.

Accepted Answer

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

Question 9

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies __________.

Accepted Answer

A)   lose money during the introductory stage of a product's life cycle
B)   convince laggards to try a new product
C)   recoup research and development costs
D)   influence the product life cycle of fashion products
E)   attempt to overcome barriers to adoptionF) A) and B)
G) None of the above

Question 10

of the following marketing actions can be used by a firm to counteract barriers to product adoption EXCEPT __________.

Accepted Answer

A)   offering money-back guarantees
B)   targeting new consumers
C)   conducting demonstrations
D)   offering free samples
E)   providing extensive usage instructionsF) A) and B)
G) B) and D)

Question 11

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

Accepted Answer

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

Question 12

sells a portable workbench called the FAHRTFULL.The product has many positive features,and in German or Swedish markets,the name describes the product's features well (fahrt meaning travel) .This brand name in the United States however,may not be as effective due to __________.

Accepted Answer

A)   disappointment when the product fails to perform
B)   the element of humor which makes consumers question product quality
C)   governmental restrictions on brand names regarding bodily functions
D)   language and cultural differences
E)   difficulty in spelling and pronunciationF) B) and C)
G) A) and E)

Question 13

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

Accepted Answer

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

Question 14

Figure 11-3
-product life cycle shown in "A" in Figure 11-3 above is an example of a __________ product.

Accepted Answer

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

Question 15

is the difference between multiproduct branding and multibrand strategies? What advantages are offered by each of these two approaches?

Accepted Answer

The manufacturer may use either a multip...

Question 16

Apple first introduced the Apple II personal computer in 1977,industry analysts predicted that very few would be sold.However,a short time after the product was made available,consumers who were young,highly educated,adventuresome,and who were well informed began buying them.While those buyers were relatively few in number,marketers like IBM and Compaq were encouraged because other,less adventuresome consumers like businesspeople would likely adopt personal computers later.Based on the diffusion of innovation concept,those first buyers of personal computers were __________.

Accepted Answer

A)   early adopters
B)   early majority
C)   innovators
D)   product leaders
E)   diffusion leadersF) B) and C)
G) A) and D)

Question 17

swoosh that appears on every Nike product is an example of a __________.

Accepted Answer

A)   copyright
B)   trade name
C)   trade mark
D)   brand name
E)   labelF) All of the above
G) D) and E)

Question 18

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

Accepted Answer

A)   there is no incentive to change
B)   there are physical, economic, or social risks
C)   the product is not consistent with existing habits
D)   the financial commitment is too great
E)   it affects one's imageF) B) and E)
G) B) and C)

Question 19

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of __________.

Accepted Answer

A)   co-branding
B)   generic branding
C)   reseller licensing
D)   mixed branding
E)   brand licensingF) All of the above
G) D) and E)

Question 20

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

Accepted Answer

A)   If a firm's product is especially good, efforts should be made to create selective demand rather than primary demand in order to allow the firm to distinguish it from competitors.
B)   During the introduction stage, it is best to avoid a skimming pricing strategy.
C)   During the introduction stage, it is best to avoid a penetration pricing strategy.
D)   A firm should introduce the identical product at several different price points in order to gauge customer price sensitivity.
E)   Because of large initial investment costs, profits generated from the sales of the new product often go from negative to positive.F) B) and C)
G) B) and D)

Exam 11: Managing Successful Products,Services,and Brands

Figure 11-7 -Companies can employ several different branding strategies.In Figure 11-7 above,"B" represents a __________ strategy.

Correct Answer
verified

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies __________.

Correct Answer
verified

of the following marketing actions can be used by a firm to counteract barriers to product adoption EXCEPT __________.

Correct Answer
verified

Dr. Pepper KISS Ad -Brand equity is the added value a brand name gives to a product beyond the functional benefits provided.This value has two distinct advantages: (1) it creates a competitive advantage and (2) __________.

Correct Answer
verified

sells a portable workbench called the FAHRTFULL.The product has many positive features,and in German or Swedish markets,the name describes the product's features well (fahrt meaning travel) .This brand name in the United States however,may not be as effective due to __________.

Correct Answer
verified

of the following are market modification strategies EXCEPT __________.

Correct Answer
verified

Correct Answer
verified

Figure 11-3 -product life cycle shown in "A" in Figure 11-3 above is an example of a __________ product.

Correct Answer
verified

Figure 11-3 -product life cycle shown in "C" in Figure 11-3 above is an example of a __________ product.

Correct Answer
verified

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

Correct Answer
verified

swoosh that appears on every Nike product is an example of a __________.

Correct Answer
verified

Which of the following statements is MOST accurate?

Correct Answer
verified

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

Correct Answer
verified

was originally sold in Europe as an adult __________.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of __________.

Correct Answer
verified

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

Correct Answer
verified

is the difference between multiproduct branding and multibrand strategies? What advantages are offered by each of these two approaches?

Correct Answer
verified
The manufacturer may use either a multip...
View Answer

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

Correct Answer
verified

Exam 11: Managing Successful Products,Services,and Brands

Figure 11-7 -Companies can employ several different branding strategies.In Figure 11-7 above,"B" represents a __________ strategy.

Correct AnswerverifiedShow Answer

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies __________.

Correct AnswerverifiedShow Answer

of the following marketing actions can be used by a firm to counteract barriers to product adoption EXCEPT __________.

Correct AnswerverifiedShow Answer

Dr. Pepper KISS Ad -Brand equity is the added value a brand name gives to a product beyond the functional benefits provided.This value has two distinct advantages: (1) it creates a competitive advantage and (2) __________.

Correct AnswerverifiedShow Answer

sells a portable workbench called the FAHRTFULL.The product has many positive features,and in German or Swedish markets,the name describes the product's features well (fahrt meaning travel) .This brand name in the United States however,may not be as effective due to __________.

Correct AnswerverifiedShow Answer

of the following are market modification strategies EXCEPT __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Figure 11-3 -product life cycle shown in "A" in Figure 11-3 above is an example of a __________ product.

Correct AnswerverifiedShow Answer

Figure 11-3 -product life cycle shown in "C" in Figure 11-3 above is an example of a __________ product.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

swoosh that appears on every Nike product is an example of a __________.

Correct AnswerverifiedShow Answer

Which of the following statements is MOST accurate?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

was originally sold in Europe as an adult __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

is the difference between multiproduct branding and multibrand strategies? What advantages are offered by each of these two approaches?

Correct AnswerverifiedThe manufacturer may use either a multip...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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The manufacturer may use either a multip...
View Answer

Correct Answer
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