Question 1

FIGURE 11- 
-In Figure 11-9 above, "F" represents the first step in the sequential building process of brand equity which would be to _________.

Accepted Answer

A)  create a consumer-brand connection
B)  develop positive brand awareness
C)  reward loyal customer behavior
D)  establish a brand's meaning in the minds of consumers
E)  elicit the proper consumer responses to a brands identity and meaningF) C) and E)
G) All of the above

Question 2

Setting prices during different times of the day or days of the week to reflect variations in demand is called

Accepted Answer

A)  idle production pricing.
B)  customer contact pricing.
C)  differential value pricing.
D)  off-peak pricing.
E)  capacity pricing.F) C) and D)
G) A) and E)

Question 3

Snickers candy bar was repositioned from a candy bar to a snack food through commercials that showed busy people satisfying their hunger with a Snickers bar.Mars, Inc.used this strategy with its Snickers bar to

Accepted Answer

A)  react to a competitor's position.
B)  reach a new market.
C)  catch a rising trend.
D)  change the value offered.
E)  implement a global strategy.F) A) and B)
G) None of the above

Question 4

FIGURE 11-6 
-The consumers represented by "E" in Figure 11-6 above are called _________.

Accepted Answer

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

Question 5

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)  primaryF) B) and E)
G) A) and C)

Question 6

When Gatorade introduced Gatorade AM as a morning beverage when you didn't want coffee, it was using

Accepted Answer

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

Question 7

In what stage of the product life cycle is it important to gain as much distribution of the product?

Accepted Answer

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

Question 8

Nonprofit services cannot control who sees a public service announcement or when the message is given because

Accepted Answer

A)  PSAs tie up too large a percentage of the service's advertising budget.
B)  PSAs are traditionally boring and not well designed.
C)  the timing and location of PSAs are under the control of the medium, not the organization.
D)  PSAs have a very limited reach or scope.
E)  PSAs are a form of two-way communication.F) B) and E)
G) None of the above

Question 9

The shapes of the product life cycle for high-learning, low-learning, fashion, and fad products vary as does __________.

Accepted Answer

A)  the actual length of time a given product stays in any given stage of the cycle
B)  the individual criteria selected to place a firm in a stage of the life cycle
C)  the importance of the marketing mix elements
D)  the importance of environmental forces
E)  the importance of new product innovationF) B) and C)
G) B) and E)

Question 10

Adding value to the (or line)  through additional features or higher-quality materials, is referred to as _________.

Accepted Answer

A)  trading up
B)  revaluation
C)  product inflation
D)  upscale marketing
E)  quality allowanceF) C) and D)
G) All of the above

Question 11

Packages that allowed normally perishable products to be stored without refrigeration offered

Accepted Answer

A)  consumer protection and safety, an element of perceptual benefits.
B)  improvement of product quality, an aspect of functional benefits.
C)  clear instructions, an aspect of communication benefits.
D)  a sense of security, an aspect of perceptual benefits.
E)  adaptability, an aspect of technological benefits.F) None of the above
G) A) and B)

Question 12

During the introduction stage of the product life cycle, the strategy that discourages competitive entry by charging a low price is referred to as

Accepted Answer

A)  penetration pricing.
B)  cost-plus pricing.
C)  ROI pricing.
D)  market-oriented pricing.
E)  skimming pricing.F) A) and E)
G) A) and C)

Question 13

Major American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit.Car manufacturers are using which of the following market modification strategies?

Accepted Answer

A)  finding new users
B)  creating new use situations
C)  increasing use by existing customers
D)  modifying the product
E)  reacting to competitors' positionsF) B) and D)
G) None of the above

Question 14

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

Accepted Answer

The three ways to manage a product throu...

Question 15

Old Spice antiperspirant was repositioned 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 and through a money-back guarantee.P & G used this strategy with its Old Spice brand antiperspirant to

Accepted Answer

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

Question 16

A few years ago Who Wants to Be a Millionaire premiered as the first nighttime game show in several decades.The marketing for the show was intent on making television viewers aware of its existence and excited enough about the show that they would watch the first episode.Based on this description, in which stage of the product life cycle would this show be?

Accepted Answer

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

Question 17

Reducing the number of features, qualities, or price is referred to as _________.

Accepted Answer

A)  trading down
B)  product paring
C)  down trading
D)  product deflation
E)  product simplificationF) C) and D)
G) A) and B)

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

Question 19

FIGURE 11-5 
-The product life cycle (PLC)  shown in "D" in Figure 11-5 above is an example of a __________ PLC.

Accepted Answer

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

Question 20

FIGURE 11-1 
-The stage in the product life cycle labeled "B" in Figure 11-1 above is called

Accepted Answer

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

Exam 11: Managing Successful Products, Services, and Brands

Reducing the number of features, qualities, or price is referred to as _________.

Correct Answer
verified

Major American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit.Car manufacturers are using which of the following market modification strategies?

Correct Answer
verified

FIGURE 11- -In Figure 11-9 above, "F" represents the first step in the sequential building process of brand equity which would be to _________.

Correct Answer
verified

FIGURE 11-1 -The stage in the product life cycle labeled "B" in Figure 11-1 above is called

Correct Answer
verified

Snickers candy bar was repositioned from a candy bar to a snack food through commercials that showed busy people satisfying their hunger with a Snickers bar.Mars, Inc.used this strategy with its Snickers bar to

Correct Answer
verified

Correct Answer
verified

During the introduction stage of the product life cycle, the strategy that discourages competitive entry by charging a low price is referred to as

Correct Answer
verified

When Gatorade introduced Gatorade AM as a morning beverage when you didn't want coffee, it was using

Correct Answer
verified

FIGURE 11-6 -The consumers represented by "E" in Figure 11-6 above are called _________.

Correct Answer
verified

In what stage of the product life cycle is it important to gain as much distribution of the product?

Correct Answer
verified

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

Correct Answer
verified
The three ways to manage a product throu...
View Answer

Adding value to the (or line) through additional features or higher-quality materials, is referred to as _________.

Correct Answer
verified

FIGURE 11-5 -The product life cycle (PLC) shown in "D" in Figure 11-5 above is an example of a __________ PLC.

Correct Answer
verified

Packages that allowed normally perishable products to be stored without refrigeration offered

Correct Answer
verified

The shapes of the product life cycle for high-learning, low-learning, fashion, and fad products vary as does __________.

Correct Answer
verified

Setting prices during different times of the day or days of the week to reflect variations in demand is called

Correct Answer
verified

Nonprofit services cannot control who sees a public service announcement or when the message is given because

Correct Answer
verified

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

Correct Answer
verified

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

Exam 11: Managing Successful Products, Services, and Brands

Reducing the number of features, qualities, or price is referred to as _________.

Correct AnswerverifiedShow Answer

Major American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit.Car manufacturers are using which of the following market modification strategies?

Correct AnswerverifiedShow Answer

FIGURE 11- -In Figure 11-9 above, "F" represents the first step in the sequential building process of brand equity which would be to _________.

Correct AnswerverifiedShow Answer

FIGURE 11-1 -The stage in the product life cycle labeled "B" in Figure 11-1 above is called

Correct AnswerverifiedShow Answer

Snickers candy bar was repositioned from a candy bar to a snack food through commercials that showed busy people satisfying their hunger with a Snickers bar.Mars, Inc.used this strategy with its Snickers bar to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

During the introduction stage of the product life cycle, the strategy that discourages competitive entry by charging a low price is referred to as

Correct AnswerverifiedShow Answer

When Gatorade introduced Gatorade AM as a morning beverage when you didn't want coffee, it was using

Correct AnswerverifiedShow Answer

FIGURE 11-6 -The consumers represented by "E" in Figure 11-6 above are called _________.

Correct AnswerverifiedShow Answer

In what stage of the product life cycle is it important to gain as much distribution of the product?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedThe three ways to manage a product throu...View AnswerShow Answer

Adding value to the (or line) through additional features or higher-quality materials, is referred to as _________.

Correct AnswerverifiedShow Answer

FIGURE 11-5 -The product life cycle (PLC) shown in "D" in Figure 11-5 above is an example of a __________ PLC.

Correct AnswerverifiedShow Answer

Packages that allowed normally perishable products to be stored without refrigeration offered

Correct AnswerverifiedShow Answer

The shapes of the product life cycle for high-learning, low-learning, fashion, and fad products vary as does __________.

Correct AnswerverifiedShow Answer

Setting prices during different times of the day or days of the week to reflect variations in demand is called

Correct AnswerverifiedShow Answer

Nonprofit services cannot control who sees a public service announcement or when the message is given because

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct Answer
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verified
The three ways to manage a product throu...
View Answer

Correct Answer
verified

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