Question 1

All of the following marketing actions can be used by a firm to counteract barriers to product adoption except which?

Accepted Answer

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

Question 2

Manufacturers of all-electric-powered automobiles provide low-cost leasing options in part to

Accepted Answer

A) increase profits 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 adoption. 
A) increase profits 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 adoption. E

Question 3

Combining a corporate or family brand with a new brand to distinguish a part of its product line from others is referred to as

Accepted Answer

A) subbranding. 
B) multibranding. 
C) mixed branding. 
D) private branding. 
E) family branding. 
A) subbranding. 
B) multibranding. 
C) mixed branding. 
D) private branding. 
E) family branding. A

Question 4

The added value a brand name gives to a product beyond the functional benefits provided is referred to as

Accepted Answer

A) brand cachet. 
B) brand net worth. 
C) brand equity. 
D) brand benefit. 
E) brand enhancement. 
A) brand cachet. 
B) brand net worth. 
C) brand equity. 
D) brand benefit. 
E) brand enhancement.

Question 5

The communication aspect of packaging on a can of Campbell's soup would most likely be of the greatest benefit to

Accepted Answer

A) people in a hurry to get to work. 
B) people on a tight budget. 
C) people with dietary restrictions. 
D) people who are brand loyal. 
E) people who love to try new things. 
A) people in a hurry to get to work. 
B) people on a tight budget. 
C) people with dietary restrictions. 
D) people who are brand loyal. 
E) people who love to try new things.

Question 6

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

Accepted Answer

A) copyright. 
B) trade identification. 
C) patent. 
D) brand name. 
E) label. 
A) copyright. 
B) trade identification. 
C) patent. 
D) brand name. 
E) label.

Question 7

Which of the following products would have a low-learning product life cycle curve?

Accepted Answer

A) electric cars 
B) five-blade razor 
C) interactive television 
D) software for learning a foreign language 
E) convection ovens 
A) electric cars 
B) five-blade razor 
C) interactive television 
D) software for learning a foreign language 
E) convection ovens

Question 8

Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity.The second step is to establish a brand's meaning in the minds of consumers.This step consists of two dimensions,B and C,which represent

Accepted Answer

A) brand performance and brand imagery. 
B) brand identity and brand emotion. 
C) consumer judgments and consumer feelings. 
D) brand awareness and consumer-brand connection. 
E) consumer feelings and brand imagery. 
A) brand performance and brand imagery. 
B) brand identity and brand emotion. 
C) consumer judgments and consumer feelings. 
D) brand awareness and consumer-brand connection. 
E) consumer feelings and brand imagery.

Question 9

The ________ stage of the product life cycle is characterized by rapid increases in sales.

Accepted Answer

A) introduction 
B) growth 
C) maturity 
D) decline 
E) harvest 
A) introduction 
B) growth 
C) maturity 
D) decline 
E) harvest

Question 10

At which stage of the product life cycle are microwave ovens?

Accepted Answer

A) introduction 
B) growth 
C) maturity 
D) decline 
E) redevelopment 
A) introduction 
B) growth 
C) maturity 
D) decline 
E) redevelopment

Question 11

Which of the following is one of the four alternatives for branding strategy that companies can employ?

Accepted Answer

A) retailer branding 
B) intermediary branding 
C) brand licensing 
D) multiproduct branding 
E) commercial branding 
A) retailer branding 
B) intermediary branding 
C) brand licensing 
D) multiproduct branding 
E) commercial branding

Question 12

To counteract 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 Act 
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 Act

Question 13

In 1984,IBM launched the "PCjr," its first low-priced,educational/home personal computer.Sales were poor because IBM most likely violated which criterion for picking a good brand name?

Accepted Answer

A) The name was not distinctive nor memorable. 
B) The name did not fit the company image. 
C) The name had too many legal restrictions. 
D) The name was too confusing with both capital and lowercase letters. 
E) The name failed to suggest the product benefits. 
A) The name was not distinctive nor memorable. 
B) The name did not fit the company image. 
C) The name had too many legal restrictions. 
D) The name was too confusing with both capital and lowercase letters. 
E) The name failed to suggest the product benefits.

Question 14

Co-branding involves

Accepted Answer

A) combining a corporate brand with a family brand. 
B) pairing two or more strong brands to facilitate the marketing of a joint product. 
C) using the same brand names for the same product in multiple countries. 
D) using the same name for the original product and for all subsequent product line extensions. 
E) using a current brand name to enter a different product class. 
A) combining a corporate brand with a family brand. 
B) pairing two or more strong brands to facilitate the marketing of a joint product. 
C) using the same brand names for the same product in multiple countries. 
D) using the same name for the original product and for all subsequent product line extensions. 
E) using a current brand name to enter a different product class.

Question 15

Primary demand is a desire for the ________ rather than for a ________;it might be the focus of marketing when there are few competitors with the same product.

Accepted Answer

A) product class;specific brand 
B) problem solution;product category 
C) brand name;product category 
D) novelty;problem solution 
E) product concept;tangible product 
A) product class;specific brand 
B) problem solution;product category 
C) brand name;product category 
D) novelty;problem solution 
E) product concept;tangible product

Question 16

When Coca-Cola promoted Coke as a morning beverage for those consumers who don't drink coffee,it used a ________ strategy.

Accepted Answer

A) product modification 
B) brand modification 
C) market-product extension 
D) diversification 
E) market modification 
A) product modification 
B) brand modification 
C) market-product extension 
D) diversification 
E) market modification

Question 17

What are the five shapes that a product life cycle can take? For each type,describe (as an option,draw)its characteristics.

Accepted Answer

The generalized product life cycle (PLC)

Question 18

Why are warranties important from the perspectives of both consumers and manufacturers?

Accepted Answer

Studies show that the type of warranty c

Question 19

Johnson & Johnson effectively repositioned St.Joseph Aspirin from a product for infants to an adult low-strength aspirin to reduce the risk of heart attacks or strokes.This is an example of a product repositioning for

Accepted Answer

A) reacting to a competitor's position. 
B) reaching a new market. 
C) catching a rising trend. 
D) changing the value offered. 
E) product modification. 
A) reacting to a competitor's position. 
B) reaching a new market. 
C) catching a rising trend. 
D) changing the value offered. 
E) product modification.

Question 20

What 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

Exam 11: Managing Successful Products, services, and Brands

All of the following marketing actions can be used by a firm to counteract barriers to product adoption except which?

Manufacturers of all-electric-powered automobiles provide low-cost leasing options in part to

Combining a corporate or family brand with a new brand to distinguish a part of its product line from others is referred to as

The added value a brand name gives to a product beyond the functional benefits provided is referred to as

The communication aspect of packaging on a can of Campbell's soup would most likely be of the greatest benefit to

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

Which of the following products would have a low-learning product life cycle curve?

Figure 11-6 -Figure 11-6 above shows the sequential process of building brand equity.The second step is to establish a brand's meaning in the minds of consumers.This step consists of two dimensions,B and C,which represent

The ________ stage of the product life cycle is characterized by rapid increases in sales.

At which stage of the product life cycle are microwave ovens?

Which of the following is one of the four alternatives for branding strategy that companies can employ?

To counteract counterfeiting,the U.S.government passed the ________ in 2006.

In 1984,IBM launched the "PCjr," its first low-priced,educational/home personal computer.Sales were poor because IBM most likely violated which criterion for picking a good brand name?

Co-branding involves

Primary demand is a desire for the ________ rather than for a ________;it might be the focus of marketing when there are few competitors with the same product.

When Coca-Cola promoted Coke as a morning beverage for those consumers who don't drink coffee,it used a ________ strategy.

What are the five shapes that a product life cycle can take? For each type,describe (as an option,draw)its characteristics.

Why are warranties important from the perspectives of both consumers and manufacturers?

Johnson & Johnson effectively repositioned St.Joseph Aspirin from a product for infants to an adult low-strength aspirin to reduce the risk of heart attacks or strokes.This is an example of a product repositioning for

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

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, targeting, and Positioning

Developing New Products and Services

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising,sales Promotion,and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

Filters

Primary demand is a desire for the rather than for a ;it might be the focus of marketing when there are few competitors with the same product.