Question 1

statement indicating the liability of the manufacturer for product deficiencies is referred to as a(n)__________.

Accepted Answer

A)  warranty 
B)  consumer bill of rights 
C)  product liability statement 
D)  manufacturer's disclaimer 
E)  guarantee 
A)  warranty 
B)  consumer bill of rights 
C)  product liability statement 
D)  manufacturer's disclaimer 
E)  guarantee A

Question 2

Which of the following statements regarding Gatorade's branding is most accurate?

Accepted Answer

A)  Gatorade uses the same formula for all its products and simply changes the brand name when introducing new flavors. 
B)  Gatorade's success can be attributed to management's decision to find and stick with one channel of distribution. 
C)  Gatorade changed its color, packaging, and size of items in the product line for the domestic market so that they would not conflict with those marketed to foreign markets. 
D)  Gatorade has used the same packaging since the product debuted in 1965. 
E)  Gatorade has changed its product formulation, packaging, and advertising over the years in response to changes in the marketplace. 
A)  Gatorade uses the same formula for all its products and simply changes the brand name when introducing new flavors. 
B)  Gatorade's success can be attributed to management's decision to find and stick with one channel of distribution. 
C)  Gatorade changed its color, packaging, and size of items in the product line for the domestic market so that they would not conflict with those marketed to foreign markets. 
D)  Gatorade has used the same packaging since the product debuted in 1965. 
E)  Gatorade has changed its product formulation, packaging, and advertising over the years in response to changes in the marketplace. E

Question 3

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

Accepted Answer

A)  communication benefits 
B)  storage benefits 
C)  perceptual benefits 
D)  protection benefits 
E)  self-realization benefits 
A)  communication benefits 
B)  storage benefits 
C)  perceptual benefits 
D)  protection benefits 
E)  self-realization benefits A

Question 4

Product form refers to __________.

Accepted Answer

A)  a distinctive shape of a product life cycle 
B)  similarities within the product category 
C)  variations within the product class 
D)  variations from product lines in a product mix 
E)  shared characteristics within the product class 
A)  a distinctive shape of a product life cycle 
B)  similarities within the product category 
C)  variations within the product class 
D)  variations from product lines in a product mix 
E)  shared characteristics within the product class

Question 5

strategy of trading down involves __________.

Accepted Answer

A)  adding product features but using lower quality product materials 
B)  reducing product features and but using higher quality product materials or ingredients 
C)  reducing the number of features, quality, or price of a product 
D)  seeking a less price-sensitive target market 
E)  changing to a mass merchandiser retailer like Wal-Mart or Target 
A)  adding product features but using lower quality product materials 
B)  reducing product features and but using higher quality product materials or ingredients 
C)  reducing the number of features, quality, or price of a product 
D)  seeking a less price-sensitive target market 
E)  changing to a mass merchandiser retailer like Wal-Mart or Target

Question 6

Which of the following statements about the introduction stage of the product life cycle is most accurate?

Accepted Answer

A)  If a firm's product is especially good, efforts should be made to create selective demand rather than primary demand in order to allow the firm to distinguish itself from competitors. 
B)  During the introduction stage, it is best to avoid a skimming pricing strategy. 
C)  During the introduction stage, it is best to avoid a penetration pricing strategy. 
D)  A firm should introduce the identical product at several different price points in order to gauge customer price sensitivity. 
E)  Because of large initial investment costs, industry profits often must go from negative to positive. 
A)  If a firm's product is especially good, efforts should be made to create selective demand rather than primary demand in order to allow the firm to distinguish itself from competitors. 
B)  During the introduction stage, it is best to avoid a skimming pricing strategy. 
C)  During the introduction stage, it is best to avoid a penetration pricing strategy. 
D)  A firm should introduce the identical product at several different price points in order to gauge customer price sensitivity. 
E)  Because of large initial investment costs, industry profits often must go from negative to positive.

Question 7

manufacturer's branding strategy in which a distinct brand name is given to each of its products is referred to as __________.

Accepted Answer

A)  multiproduct branding 
B)  generic branding 
C)  product differentiation branding 
D)  mixed branding 
E)  multibranding 
A)  multiproduct branding 
B)  generic branding 
C)  product differentiation branding 
D)  mixed branding 
E)  multibranding

Question 8

Changing the place a product occupies in a consumer's mind relative to competitive products is referred to as __________.

Accepted Answer

A)  market modification 
B)  product modification 
C)  product repositioning 
D)  product positioning 
E)  perceptual mapping 
A)  market modification 
B)  product modification 
C)  product repositioning 
D)  product positioning 
E)  perceptual mapping

Question 9

Another name for multiproduct branding is __________.

Accepted Answer

A)  mixed branding 
B)  uniform branding 
C)  corporate branding 
D)  co-branding 
E)  agent licensing 
A)  mixed branding 
B)  uniform branding 
C)  corporate branding 
D)  co-branding 
E)  agent licensing

Question 10

product life cycle that results from products that are easily imitated by competitors,whose benefits are readily understood by consumers,and for which the appropriate marketing strategy is to broaden distribution quickly is typical for __________ products.

Accepted Answer

A)  high-learning 
B)  fashion 
C)  fad 
D)  low-learning 
E)  generalized 
A)  high-learning 
B)  fashion 
C)  fad 
D)  low-learning 
E)  generalized

Question 11

marketing of low-cost copies of popular brands not manufactured by the original producer is referred to as __________.

Accepted Answer

A)  brand licensing 
B)  co-branding 
C)  brand imitation 
D)  product counterfeiting 
E)  re-manufacturing 
A)  brand licensing 
B)  co-branding 
C)  brand imitation 
D)  product counterfeiting 
E)  re-manufacturing

Question 12

consumers consider all types of household cleaners,they are considering the __________ of household cleaners.When consumers limit their choice of household cleaners to only those that come in spray bottles,they are considering a __________ of household cleaners.

Accepted Answer

A)  product class; product brand 
B)  product group; product brand 
C)  product line; product mix 
D)  product mix; product line 
E)  product class; product form 
A)  product class; product brand 
B)  product group; product brand 
C)  product line; product mix 
D)  product mix; product line 
E)  product class; product form

Question 13

Companies can employ four general branding strategies,which include: (1)multiproduct branding; (2)multibranding; (3)private branding; and (4)__________.

Accepted Answer

A)  retailer branding 
B)  intermediary branding 
C)  brand licensing 
D)  mixed branding 
E)  co-branding 
A)  retailer branding 
B)  intermediary branding 
C)  brand licensing 
D)  mixed branding 
E)  co-branding

Question 14

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 for the sake of simplicity 
D)  it is easy to do 
E)  it produces lower profits for the reseller and higher profits for the manufacturer 
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 for the sake of simplicity 
D)  it is easy to do 
E)  it produces lower profits for the reseller and higher profits for the manufacturer

Question 15

Warranties that specifically state the bounds of coverage,and more importantly,areas of noncoverage,are referred to as __________ warranties.

Accepted Answer

A)  express 
B)  functional 
C)  explicit 
D)  limited-coverage 
E)  implied 
A)  express 
B)  functional 
C)  explicit 
D)  limited-coverage 
E)  implied

Question 16

__________ stage of the product life cycle occurs when a product is launched to its intended target market.

Accepted Answer

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

Question 17

Companies can employ four general branding strategies,which include: (1)__________; (2)multibranding; (3)private branding; or (4)and mixed branding.

Accepted Answer

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

Question 18

of the following are multiproduct branding practices EXCEPT __________.

Accepted Answer

A)  co-branding 
B)  product line extensions 
C)  multibranding 
D)  brand extensions 
E)  subbranding 
A)  co-branding 
B)  product line extensions 
C)  multibranding 
D)  brand extensions 
E)  subbranding

Question 19

full warranty __________.

Accepted Answer

A)  provides a written statement of manufacturer liability 
B)  states the bounds of coverage, and more importantly, areas of noncoverage 
C)  has no limits of noncoverage 
D)  assigns responsibility for product deficiencies to the manufacturer 
E)  assigns responsibility for product deficiencies on misuse by the consumer 
A)  provides a written statement of manufacturer liability 
B)  states the bounds of coverage, and more importantly, areas of noncoverage 
C)  has no limits of noncoverage 
D)  assigns responsibility for product deficiencies to the manufacturer 
E)  assigns responsibility for product deficiencies on misuse by the consumer

Question 20

Which of the following is an example of a product in the maturity stage of the product life cycle?

Accepted Answer

A)  pocket video cameras 
B)  hybrid vehicles 
C)  3D HDTVs 
D)  soft drinks 
E)  tablet devices 
A)  pocket video cameras 
B)  hybrid vehicles 
C)  3D HDTVs 
D)  soft drinks 
E)  tablet devices

Exam 11: Managing Successful Products,Services,and Brands

statement indicating the liability of the manufacturer for product deficiencies is referred to as a(n)__________.

Which of the following statements regarding Gatorade's branding is most accurate?

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

Product form refers to __________.

strategy of trading down involves __________.

Which of the following statements about the introduction stage of the product life cycle is most accurate?

manufacturer's branding strategy in which a distinct brand name is given to each of its products is referred to as __________.

Changing the place a product occupies in a consumer's mind relative to competitive products is referred to as __________.

Another name for multiproduct branding is __________.

product life cycle that results from products that are easily imitated by competitors,whose benefits are readily understood by consumers,and for which the appropriate marketing strategy is to broaden distribution quickly is typical for __________ products.

marketing of low-cost copies of popular brands not manufactured by the original producer is referred to as __________.

consumers consider all types of household cleaners,they are considering the __________ of household cleaners.When consumers limit their choice of household cleaners to only those that come in spray bottles,they are considering a __________ of household cleaners.

Companies can employ four general branding strategies,which include: (1)multiproduct branding; (2)multibranding; (3)private branding; and (4)__________.

manufacturer can successfully use mixed branding because __________.

Warranties that specifically state the bounds of coverage,and more importantly,areas of noncoverage,are referred to as __________ warranties.

__________ stage of the product life cycle occurs when a product is launched to its intended target market.

Companies can employ four general branding strategies,which include: (1)__________; (2)multibranding; (3)private branding; or (4)and mixed branding.

of the following are multiproduct branding practices EXCEPT __________.

full warranty __________.

Which of the following is an example of a product in the maturity stage of the product life cycle?

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 Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

Filters

consumers consider all types of household cleaners,they are considering the of household cleaners.When consumers limit their choice of household cleaners to only those that come in spray bottles,they are considering a of household cleaners.