Question 1

more than 30 years,Starkist put 6.5 ounces of tuna into its regular-sized can.Today,Starkist puts only 6.125 ounces of tuna into the same-size can but charges the same price.Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price.There are two sides to the ethical argument about this practice: that of consumer advocates and that of manufacturers.What is the practice called and what is the basic position of each side?

Accepted Answer

The practice is called "downsizing," whi...

Question 2

of the primary benefits of branding for consumers is that branding __________.

Accepted Answer

A)   identifies products of highest quality
B)   guarantees lowest prices
C)   makes decision making easier for consumers
D)   indicates that products have more features
E)   makes advertising unnecessaryF) B) and E)
G) A) and C)

Question 3

terms of the diffusion of innovation,late majority accounts for __________ of product adopters.

Accepted Answer

A)   2.5%
B)   13.5%
C)   16%
D)   34%
E)   50%F) A) and C)
G) A) and E)

Question 4

singers sing a great song that shoots to the top of the charts.The singers then go on tour and have sold-out concerts everywhere they appear.Just as quickly (particularly if they are unable to follow their first hit song with a second one) ,they are singing in half-filled concert halls,then smaller clubs,and eventually no one wants to hear them perform.Such "one-hit wonder" singers are best categorized as being __________ products (or services) .

Accepted Answer

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

Question 5

Which of the following products has the brand name that best suggests its benefit according to the five criteria for selecting a good brand name?

Accepted Answer

A)   Spam canned meat
B)   Ken's salad dressing
C)   Formula 409 cleaner
D)   Match Light charcoal
E)   Bayer aspirinF) A) and B)
G) B) and E)

Question 6

counteract product counterfeiting,the U.S.government passed the __________ in 2006.

Accepted Answer

A)   Counterfeiting Prohibition Act
B)   Counterfeiting and Industrial Espionage Act
C)   Stop Counterfeiting Act
D)   Stop Counterfeiting in Manufactured Goods Act
E)   Unauthorized Manufacturing and Copyright ActF) D) and E)
G) All of the above

Question 7

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

Accepted Answer

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

Question 8

handle products in the decline stage of the product life cycle,companies often use either a __________ or a __________ strategy.

Accepted Answer

A)   divesting; harvesting
B)   diversification; contraction
C)   deletion; harvesting
D)   deletion; diversification
E)   building; divestingF) C) and E)
G) B) and E)

Question 9

terms of new product purchases,early adopters __________.

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 sourcesF) A) and C)
G) B) and D)

Question 10

People who tried a product,were satisfied,and bought it again are called __________ purchasers.

Accepted Answer

A)   replicate
B)   recurring
C)   reiterate
D)   die-hard
E)   repeatF) A) and E)
G) C) and E)

Question 11

__________ product is one for which significant customer education is required and there is an extended introductory period.

Accepted Answer

A)   high-learning
B)   low-learning
C)   fashion
D)   fad
E)   substituteF) A) and B)
G) All of the above

Question 12

PLC Product Photos: Apple iPhone 4S smartphone, MacPro desktop PC,
Kodak Playsport pocket video camera and Pepsi Max soft drink
-Consider the PLC product photos above.Which stage of the product life cycle (PLC) is the Apple iPhone 4S smartphone?

Accepted Answer

A)   introduction
B)   growth
C)   maturity
D)   accelerated development
E)   declineF) A) and D)
G) A) and C)

Question 13

Reducing the package content without changing package size while maintaining or increasing the package price is referred to as __________.

Accepted Answer

A)   top-down packaging
B)   trading up
C)   shrinkage
D)   upsizing
E)   downsizingF) A) and D)
G) A) and C)

Question 14

Which type of product has equally rapid introduction and decline stages of the product life cycle?

Accepted Answer

A)   high-learning products
B)   low-learning products
C)   fashion products
D)   generalized products
E)   fad productsF) D) and E)
G) All of the above

Question 15

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) All of the above
G) A) and B)

Question 16

Figure 11-5
-consumers represented by "D" in Figure 11-5 above are called __________.

Accepted Answer

A)   innovators
B)   late majority
C)   early majority
D)   early adopters
E)   laggardsF) All of the above
G) A) and E)

Question 17

According to the chief marketing officer at Mary Kay,Inc.,"For Mary Kay to be successful
In India,the company had to build a brand,build a sales force,and __________."

Accepted Answer

A)   establish brand licensing agreements with Chinese companies
B)   engage in multibranding
C)   build a multidomestic marketing strategy
D)   create a private branding strategy
E)   build an effective supply chain to service the sales forceF) None of the above
G) B) and E)

Question 18

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

Accepted Answer

Packages provide important benefits for ...

Question 19

Since Gatorade Thirst Quencher was concocted in 1965,its marketers have introduced Gatorade Frost in 1997,Gatorade Fierce in 1999,the Gatorade Performance Series in 2001,Gatorade Rain in 2006,and the Gatorade G Series in 2011,to name a few.These introductions are examples of __________.

Accepted Answer

A)   brand extensions
B)   subbranding
C)   primary demand
D)   product line extensions
E)   a product classF) C) and E)
G) C) and D)

Question 20

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

Accepted Answer

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

Exam 11: Managing Successful Products,Services,and Brands

counteract product counterfeiting,the U.S.government passed the __________ in 2006.

Correct Answer
verified

Reducing the package content without changing package size while maintaining or increasing the package price is referred to as __________.

Correct Answer
verified

handle products in the decline stage of the product life cycle,companies often use either a or a strategy.

Correct Answer
verified

Which of the following products has the brand name that best suggests its benefit according to the five criteria for selecting a good brand name?

Correct Answer
verified

Correct Answer
verified
The practice is called "downsizing," whi...
View Answer

Correct Answer
verified

Since Gatorade Thirst Quencher was concocted in 1965,its marketers have introduced Gatorade Frost in 1997,Gatorade Fierce in 1999,the Gatorade Performance Series in 2001,Gatorade Rain in 2006,and the Gatorade G Series in 2011,to name a few.These introductions are examples of __________.

Correct Answer
verified

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

Correct Answer
verified

PLC Product Photos: Apple iPhone 4S smartphone, MacPro desktop PC, Kodak Playsport pocket video camera and Pepsi Max soft drink -Consider the PLC product photos above.Which stage of the product life cycle (PLC) is the Apple iPhone 4S smartphone?

Correct Answer
verified

__________ product is one for which significant customer education is required and there is an extended introductory period.

Correct Answer
verified

People who tried a product,were satisfied,and bought it again are called __________ purchasers.

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

According to the chief marketing officer at Mary Kay,Inc.,"For Mary Kay to be successful In India,the company had to build a brand,build a sales force,and __________."

Correct Answer
verified

of the primary benefits of branding for consumers is that branding __________.

Correct Answer
verified

terms of new product purchases,early adopters __________.

Correct Answer
verified

Figure 11-5 -consumers represented by "D" in Figure 11-5 above are called __________.

Correct Answer
verified

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

Correct Answer
verified

terms of the diffusion of innovation,late majority accounts for __________ of product adopters.

Correct Answer
verified

Which type of product has equally rapid introduction and decline stages of the product life cycle?

Correct Answer
verified

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

Correct Answer
verified

Exam 11: Managing Successful Products,Services,and Brands

counteract product counterfeiting,the U.S.government passed the __________ in 2006.

Correct AnswerverifiedShow Answer

Reducing the package content without changing package size while maintaining or increasing the package price is referred to as __________.

Correct AnswerverifiedShow Answer

handle products in the decline stage of the product life cycle,companies often use either a __________ or a __________ strategy.

Correct AnswerverifiedShow Answer

Which of the following products has the brand name that best suggests its benefit according to the five criteria for selecting a good brand name?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedThe practice is called "downsizing," whi...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Since Gatorade Thirst Quencher was concocted in 1965,its marketers have introduced Gatorade Frost in 1997,Gatorade Fierce in 1999,the Gatorade Performance Series in 2001,Gatorade Rain in 2006,and the Gatorade G Series in 2011,to name a few.These introductions are examples of __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

PLC Product Photos: Apple iPhone 4S smartphone, MacPro desktop PC, Kodak Playsport pocket video camera and Pepsi Max soft drink -Consider the PLC product photos above.Which stage of the product life cycle (PLC) is the Apple iPhone 4S smartphone?

Correct AnswerverifiedShow Answer

__________ product is one for which significant customer education is required and there is an extended introductory period.

Correct AnswerverifiedShow Answer

People who tried a product,were satisfied,and bought it again are called __________ purchasers.

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

According to the chief marketing officer at Mary Kay,Inc.,"For Mary Kay to be successful In India,the company had to build a brand,build a sales force,and __________."

Correct AnswerverifiedShow Answer

of the primary benefits of branding for consumers is that branding __________.

Correct AnswerverifiedShow Answer

terms of new product purchases,early adopters __________.

Correct AnswerverifiedShow Answer

Figure 11-5 -consumers represented by "D" in Figure 11-5 above are called __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

terms of the diffusion of innovation,late majority accounts for __________ of product adopters.

Correct AnswerverifiedShow Answer

Which type of product has equally rapid introduction and decline stages of the product life cycle?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

handle products in the decline stage of the product life cycle,companies often use either a or a strategy.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The practice is called "downsizing," whi...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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