Question 1

Pretzels were first introduced as a salty snack.Later the product was repositioned as a low-fat snack to

Accepted Answer

A)  respond to a competitor's head-on positioning strategy.
B)  reach a new market.
C)  catch a rising trend.
D)  change the value offered.
E)  change its target audience.F) A) and C)
G) C) and D)

Question 2

A branding strategy where a firm markets some products under their own name(s)  and that of a reseller because the segment attracted to the reseller is different from its own market is referred to as

Accepted Answer

A)  multibranding.
B)  generic branding.
C)  private branding.
D)  mixed branding.
E)  multiproduct branding.F) C) and E)
G) A) and B)

Question 3

A product that spreads through the population is a concept called the

Accepted Answer

A)  mushrooming of innovation.
B)  proliferation of innovation.
C)  increasing of innovation.
D)  harvesting of innovation.
E)  diffusion of innovation.F) A) and E)
G) B) and E)

Question 4

If a customer is reluctant to try a new product because she's afraid it might make her ill, the company is most likely facing a _________ barrier.

Accepted Answer

A)  usage
B)  emotional
C)  value
D)  risk
E)  psychologicalF) A) and B)
G) D) and E)

Question 5

FIGURE 11-7 
-As shown in the Using Marketing Dashboards Figure 11-7 above, a BDI of 30 is determined by

Accepted Answer

A)  finding the percent of the U.S.population in the "Households without children" segment divided by the percent of Hawaiian Punch sold to households without children in the U.S.multiplied by 100.
B)  finding the percent of Hawaiian Punch sold to households without children in the U.S.divided by the percent of the U.S.population in the "Households without children" segment multiplied by 100.
C)  subtracting the total number of non-users from the total number of users of Hawaiian Punch sold to households without children.
D)  finding the difference in total sales of Hawaiian Punch between families who have children with those who do not.
E)  using a chart provided in the category development index.F) D) and E)
G) A) and C)

Question 6

A manufacturer can successfully use mixed branding because

Accepted Answer

A)  it involves giving each product a distinct brand name.
B)  the segment attracted to the reseller product is different from its own market.
C)  the company uses one name for all of its products.
D)  it is relatively easy to implement and manage.
E)  it produces low profits for the reseller and high profits for the manufacturer.F) None of the above
G) C) and D)

Question 7

At which stage in the product life cycle do industry profits usually peak?

Accepted Answer

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

Question 8

Place or distribution is extremely important to managing services because of which unique characteristic of services?

Accepted Answer

A)  inventory costs
B)  inconsistency
C)  inseparability
D)  intangibility
E)  invisibilityF) B) and D)
G) A) and D)

Question 9

Tylenol successfully used _________ with the introduction of Tylenol →\rarr→  Arthritis, Tylenol →\rarr→  Sinus and Allergy, Tylenol →\rarr→  Cold and Flu, and Tylenol →\rarr→  Pain and Sleepleness.

Accepted Answer

A)  family branding
B)  subbranding
C)  multiproduct branding
D)  mixed branding
E)  generic branding F) C) and E)
G) B) and C)

Question 10

Kellogg's Heartwise cereal changed its name to Fiberwise in order to

Accepted Answer

A)  respond to a changing interest from heart care issues to intestinal health issues.
B)  conjure up a stronger image, since "heart" implied sentimentality and "fiber" implied strength.
C)  comply with Food and Drug Administration guidelines on the use of the word "heart" in food products.
D)  avoid a lawsuit by the makers of Heartywise Organic Cereal because they claimed the names and benefits were too similar.
E)  complement its new line of breakfast fiber bars.F) A) and E)
G) B) and E)

Question 11

The Reynold's Aluminum foil box has two side tabs that say "press here to lock roll" to keep the foil in place during use.This demonstrates which elements of good packaging?

Accepted Answer

A)  perceptual benefits and functional benefits
B)  protection benefits and functional benefits
C)  communication benefits and perceptual benefits
D)  communication benefits and functional benefits
E)  functional benefits and protection benefitsF) A) and E)
G) D) and E)

Question 12

In terms of its effect on faxing, e-mail has

Accepted Answer

A)  led to a significant number of improvements in fax machines technology in order to keep the product class competitive.
B)  led to a significant decrease in fax machine sales because e-mail better suits the needs of the business community.
C)  led to a significant increase in fax machine purchases due to distrust of e-mail security.
D)  a minimal impact since the two technologies do not directly compete.
E)  launched an active campaign to draw consumers away from customers who rely heavily on faxing for business purposes.F) A) and B)
G) A) and E)

Question 13

FIGURE 11-5 
-The product life cycle (PLC)  shown in "B" 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) A) and B)
G) A) and C)

Question 14

A company uses __________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

Accepted Answer

A)  manufacturer branding
B)  private branding
C)  generic branding
D)  proprietary branding
E)  branding rightsF) B) and E)
G) A) and B)

Question 15

Which stage in the product life cycle is characterized by a rapid increase in sales and the appearance of competitors?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decline
E)  profitF) None of the above
G) A) and B)

Question 16

What five criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each of the criteria.

Accepted Answer

Five criteria are mentioned most often i...

Question 17

A patient must be in a hospital to "buy" an appendectomy, and a guest must stay in a hotel to "buy" an accommodation.To make the product/service component of the marketing mix available to the consumer, the service provider must manage demand.What is this called?

Accepted Answer

A)  allocation of resources
B)  capacity management
C)  customized service
D)  facilities analysis
E)  timingF) C) and E)
G) None of the above

Question 18

New product brands introduced as defensive moves to counteract competition are referred to as

Accepted Answer

A)  co-brands.
B)  private brands.
C)  fighting brands.
D)  brand extensions.
E)  subbrands.F) C) and D)
G) A) and B)

Question 19

Seiko makes watches.It markets its higher quality watches under the Seiko or Lasalle name, and its lower-priced watches are sold under the Pulsar brand.Seiko uses a __________ strategy.

Accepted Answer

A)  multibranding
B)  generic branding
C)  multiproduct branding
D)  trademarked branding
E)  private brandingF) A) and B)
G) A) and C)

Question 20

The challenges of packaging and labeling are often global.Two particular types of challenges facing global manufacturers are health and safety concerns and

Accepted Answer

A)  making packaging a less expensive part of the marketing strategy.
B)  creating larger size packages to be sold at warehouse stores.
C)  ensuring total quality management across national boundaries.
D)  creating packaging sensitive to cultural diversity.
E)  addressing ongoing environmental concerns.F) C) and D)
G) C) and E)

Exam 11: Managing Successful Products, Services, and Brands

The Reynold's Aluminum foil box has two side tabs that say "press here to lock roll" to keep the foil in place during use.This demonstrates which elements of good packaging?

Correct AnswerverifiedShow Answer

Seiko makes watches.It markets its higher quality watches under the Seiko or Lasalle name, and its lower-priced watches are sold under the Pulsar brand.Seiko uses a __________ strategy.

Correct AnswerverifiedShow Answer

What five criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each of the criteria.

Correct AnswerverifiedFive criteria are mentioned most often i...View AnswerShow Answer

FIGURE 11-7 -As shown in the Using Marketing Dashboards Figure 11-7 above, a BDI of 30 is determined by

Correct AnswerverifiedShow Answer

Pretzels were first introduced as a salty snack.Later the product was repositioned as a low-fat snack to

Correct AnswerverifiedShow Answer

A manufacturer can successfully use mixed branding because

Correct AnswerverifiedShow Answer

If a customer is reluctant to try a new product because she's afraid it might make her ill, the company is most likely facing a _________ barrier.

Correct AnswerverifiedShow Answer

Which stage in the product life cycle is characterized by a rapid increase in sales and the appearance of competitors?

Correct AnswerverifiedShow Answer

The challenges of packaging and labeling are often global.Two particular types of challenges facing global manufacturers are health and safety concerns and

Correct AnswerverifiedShow Answer

A branding strategy where a firm markets some products under their own name(s) and that of a reseller because the segment attracted to the reseller is different from its own market is referred to as

Correct AnswerverifiedShow Answer

Place or distribution is extremely important to managing services because of which unique characteristic of services?

Correct AnswerverifiedShow Answer

A company uses __________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

Correct AnswerverifiedShow Answer

New product brands introduced as defensive moves to counteract competition are referred to as

Correct AnswerverifiedShow Answer

At which stage in the product life cycle do industry profits usually peak?

Correct AnswerverifiedShow Answer

In terms of its effect on faxing, e-mail has

Correct AnswerverifiedShow Answer

Tylenol successfully used _________ with the introduction of Tylenol →\rarr→ Arthritis, Tylenol →\rarr→ Sinus and Allergy, Tylenol →\rarr→ Cold and Flu, and Tylenol →\rarr→ Pain and Sleepleness.

Correct AnswerverifiedShow Answer

A product that spreads through the population is a concept called the

Correct AnswerverifiedShow Answer

Kellogg's Heartwise cereal changed its name to Fiberwise in order to

Correct AnswerverifiedShow Answer

A patient must be in a hospital to "buy" an appendectomy, and a guest must stay in a hotel to "buy" an accommodation.To make the product/service component of the marketing mix available to the consumer, the service provider must manage demand.What is this called?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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Five criteria are mentioned most often i...
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Tylenol successfully used _________ with the introduction of Tylenol $\rarr$ Arthritis, Tylenol $\rarr$ Sinus and Allergy, Tylenol $\rarr$ Cold and Flu, and Tylenol $\rarr$ Pain and Sleepleness.

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