Question 1

Increasing product line breadth increases the likelihood of cannibalization.

Accepted Answer

A) True 
 B)False  True

Question 2

FluTest is a new product that has been on the market a few months. It is an at-home test kit to diagnose seasonal flu. The managers at FluTest are working hard to create awareness and get people to try the product. This product is most likely in what stage of the product life cycle?

Accepted Answer

A)  Introduction 
B)  Early adoption 
C)  Growth 
D)  Maturity 
E)  Rejuvenation 
A)  Introduction 
B)  Early adoption 
C)  Growth 
D)  Maturity 
E)  Rejuvenation A

Question 3

Which of the following is a strategy for extending the product life cycle and rejuvenating a product?

Accepted Answer

A)  Developing a new use for the product 
B)  Advertising more heavily 
C)  Reducing price 
D)  Developing a new distribution strategy 
E)  All of the above are strategies for extending the product life cycle. 
A)  Developing a new use for the product 
B)  Advertising more heavily 
C)  Reducing price 
D)  Developing a new distribution strategy 
E)  All of the above are strategies for extending the product life cycle. E

Question 4

A marketer should consider expanding a product line when consumers are attribute (vs. brand) loyal.

Accepted Answer

A) True 
 B)False

Question 5

Lava soap is a heavy-duty hand soap designed to remove grease and oil. The makers of Lava are currently looking for new uses for the product, including stain removal for cloths. This product is most likely in what stage of the product life cycle ?

Accepted Answer

A)  Introduction 
B)  Harvest 
C)  Growth 
D)  Maturity 
E)  Decline 
A)  Introduction 
B)  Harvest 
C)  Growth 
D)  Maturity 
E)  Decline

Question 6

The _____ is the rate at which a new product spreads or is adopted across the marketplace.

Accepted Answer

A)  rapid takeoff curve 
B)  brand asset valuator 
C)  product life cycle 
D)  long-run franchise curve 
E)  diffusion of innovation 
A)  rapid takeoff curve 
B)  brand asset valuator 
C)  product life cycle 
D)  long-run franchise curve 
E)  diffusion of innovation

Question 7

Define brand equity.

Accepted Answer

Brand equity refers to the val

Question 8

Trying to attract new category users (e.g., shifting coffee drinkers over to tea) is a good way to retain customers.

Accepted Answer

A) True 
 B)False

Question 9

Each product goes through rejuvenation during the decline stage.

Accepted Answer

A) True 
 B)False

Question 10

List the four basic entry strategies that accompany each stage of the diffusion of innovation curve.

Accepted Answer

Introduction - Rapid Takeoff
G

Question 11

Review the recommendations in your readings that marketers should use to acquire new customers and retain old customers.

Accepted Answer

To acquire new customers: emphasize rela

Question 12

During the maturity phase of the product life cycle, the marketing manager should focus primarily on:

Accepted Answer

A)  creating awareness and stimulation of trial 
B)  building and holding share 
C)  production process improvement 
D)  harvesting 
E)  rejuvenating 
A)  creating awareness and stimulation of trial 
B)  building and holding share 
C)  production process improvement 
D)  harvesting 
E)  rejuvenating

Question 13

The value that a brand accrues based on the goodwill attached to associations with the brand name is known as:

Accepted Answer

A)  brand extension value 
B)  asset value 
C)  diffusion rate 
D)  customer utility 
E)  None of the above is correct. 
A)  brand extension value 
B)  asset value 
C)  diffusion rate 
D)  customer utility 
E)  None of the above is correct.

Question 14

Price comparisons across brands are clear and unambiguous.

Accepted Answer

A) True 
 B)False

Question 15

Establishing a strong brand name and reputation typically costs less than ten thousand dollars.

Accepted Answer

A) True 
 B)False

Question 16

Most products score high on both differentiation and relevance.

Accepted Answer

A) True 
 B)False

Question 17

U.S. Fortune 500 shows that total market share decreases as product line breadth increases.

Accepted Answer

A) True 
 B)False

Question 18

A short channel of distribution is preferred when trying to retain existing customers, but a long channel of distribution is preferred when trying to acquire new customers.

Accepted Answer

A) True 
 B)False

Question 19

The maturity stage of the product life cycle involves heavy promotion and advertising.

Accepted Answer

A) True 
 B)False

Question 20

Encouraging consumers to challenge their current beliefs can be helpful to underdog brands.

Accepted Answer

A) True 
 B)False

Increasing product line breadth increases the likelihood of cannibalization.

FluTest is a new product that has been on the market a few months. It is an at-home test kit to diagnose seasonal flu. The managers at FluTest are working hard to create awareness and get people to try the product. This product is most likely in what stage of the product life cycle?

Which of the following is a strategy for extending the product life cycle and rejuvenating a product?

A marketer should consider expanding a product line when consumers are attribute (vs. brand) loyal.

Lava soap is a heavy-duty hand soap designed to remove grease and oil. The makers of Lava are currently looking for new uses for the product, including stain removal for cloths. This product is most likely in what stage of the product life cycle ?

The _____ is the rate at which a new product spreads or is adopted across the marketplace.

Define brand equity.

Trying to attract new category users (e.g., shifting coffee drinkers over to tea) is a good way to retain customers.

Each product goes through rejuvenation during the decline stage.

List the four basic entry strategies that accompany each stage of the diffusion of innovation curve.

Review the recommendations in your readings that marketers should use to acquire new customers and retain old customers.

During the maturity phase of the product life cycle, the marketing manager should focus primarily on:

The value that a brand accrues based on the goodwill attached to associations with the brand name is known as:

Price comparisons across brands are clear and unambiguous.

Establishing a strong brand name and reputation typically costs less than ten thousand dollars.

Most products score high on both differentiation and relevance.

U.S. Fortune 500 shows that total market share decreases as product line breadth increases.

A short channel of distribution is preferred when trying to retain existing customers, but a long channel of distribution is preferred when trying to acquire new customers.

The maturity stage of the product life cycle involves heavy promotion and advertising.

Encouraging consumers to challenge their current beliefs can be helpful to underdog brands.

The Study of Consumer Behavior

Consumer Segmentation and Positioning

Overview of Consumer Decision Making

Consumer Evaluation and Choice

Risk and Consumer Decision Making

Consumer Perception and Attention

Persuasion: Attitudes and Judgment

Affect and Motivation

The Role of Learning and Memory

Automatic Information Processing

The Role of Personality and Self-Concept

The Role of Values and Culture

Persuasion Through Social Influence

Contemporary Marketing Strategies

Consumer Behavior Online

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters

Exam 16: Consumer Behavior and Branding Strategy

Increasing product line breadth increases the likelihood of cannibalization.

FluTest is a new product that has been on the market a few months. It is an at-home test kit to diagnose seasonal flu. The managers at FluTest are working hard to create awareness and get people to try the product. This product is most likely in what stage of the product life cycle?

Which of the following is a strategy for extending the product life cycle and rejuvenating a product?

A marketer should consider expanding a product line when consumers are attribute (vs. brand) loyal.

Lava soap is a heavy-duty hand soap designed to remove grease and oil. The makers of Lava are currently looking for new uses for the product, including stain removal for cloths. This product is most likely in what stage of the product life cycle ?

The _____ is the rate at which a new product spreads or is adopted across the marketplace.

Define brand equity.

Trying to attract new category users (e.g., shifting coffee drinkers over to tea) is a good way to retain customers.

Each product goes through rejuvenation during the decline stage.

List the four basic entry strategies that accompany each stage of the diffusion of innovation curve.

Review the recommendations in your readings that marketers should use to acquire new customers and retain old customers.

During the maturity phase of the product life cycle, the marketing manager should focus primarily on:

The value that a brand accrues based on the goodwill attached to associations with the brand name is known as:

Price comparisons across brands are clear and unambiguous.

Establishing a strong brand name and reputation typically costs less than ten thousand dollars.

Most products score high on both differentiation and relevance.

U.S. Fortune 500 shows that total market share decreases as product line breadth increases.

A short channel of distribution is preferred when trying to retain existing customers, but a long channel of distribution is preferred when trying to acquire new customers.

The maturity stage of the product life cycle involves heavy promotion and advertising.

Encouraging consumers to challenge their current beliefs can be helpful to underdog brands.

The Study of Consumer Behavior

Consumer Segmentation and Positioning

Overview of Consumer Decision Making

Consumer Evaluation and Choice

Risk and Consumer Decision Making

Consumer Perception and Attention

Persuasion: Attitudes and Judgment

Affect and Motivation

The Role of Learning and Memory

Automatic Information Processing

The Role of Personality and Self-Concept

The Role of Values and Culture

Persuasion Through Social Influence

Contemporary Marketing Strategies

Consumer Behavior Online

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters