Exam 10: Managing Successful Products, Services, and Brands

The life cycle of a product depends on sales to __________.

Promotional expenditures at the introduction stage of the product life cycle are best spent on __________.

Even though Liquid Paper correction fluid is in the __________ stage of its product life cycle, Sanford, its manufacturer, has not deleted it from its line because there is still a residual core of consumers who use the product.

Products tend to consume a disproportionate share of management and financial resources relative to their future worth throughout which stage of the product life cycle?

Ralston Purina advertises with the following slogan: "Your Pet, Our Passion - Premium Pet Food by Purina." The firm now offers high quality, super-premium cat and dog food based on formulations that promote life stage nutrition. This line is an example of __________.

A branding strategy in which a company uses one name for all its products in a product class is referred to as __________.

When the National Cattlemen's Beef Association developed the "Beef, It's What's for Dinner" advertising campaign, it was trying to stimulate __________ demand.

-The product life cycle shown in C in Figure 10-3 above is an example of a __________ product.

Describe a brand name and explain how it is related to a logo.

Service organizations must manage the availability of the offering so that __________ and the organization's assets are used in ways that will maximize the return on investment (ROI).

The preference for a specific brand is called __________ demand.

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

The lack of profit in the introductory stage of the product life cycle is very often the result of __________.

A risk with __________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

There is no set time that a product takes to move through its life cycle. But, as a rule, __________.

Brand equity is the added value a brand name gives to a product beyond the functional benefits provided. This value has two distinct advantages: it creates a competitive advantage and __________.

When consumers think of Harley-Davidson, the image is of a masculine non-conformist. With Vespa motor scooters, they think of a brainy environmentalist. Both Vespa and Harley-Davidson __________.

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

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

-If you were a marketing manager and were presented with the information in the CDI/BDI Marketing Dashboard above, you would determine that the __________ segment has the most opportunity for increasing Hawaiian Punch sales.