Question 1

During the decline stage of the product life cycle,

Accepted Answer

A) sales rapidly decrease. 
B) market share is maintained. 
C) competition is at a peak. 
D) profits begin to fall. 
E) profits peak and then begin to decline. 
A) sales rapidly decrease. 
B) market share is maintained. 
C) competition is at a peak. 
D) profits begin to fall. 
E) profits peak and then begin to decline.

Question 2

Brand recognition exists when a customer is aware that the brand exists and views it as an alternative to purchase if the preferred brand is unavailable or if the other available brands are unfamiliar to the customer.

Accepted Answer

A) True 
 B)False

Question 3

When Clorox introduced bleach in a no-drip bottle, the firm was taking action consistent with its product being in the ____ stage of the product life cycle.

Accepted Answer

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

Question 4

Which of the following statements does not apply to convenience goods?

Accepted Answer

A) Consumers are brand loyal to convenience products and are not likely to substitute other brands. 
B) Convenience products require minimal shopping effort. 
C) Marketing of convenience products requires intensive exposure of these goods in as many stores as possible. 
D) Consumers tend to feel that the most desirable retail facility for convenience products is the closest one. 
E) Colas, gasoline, and bread are good examples of convenience goods. 
A) Consumers are brand loyal to convenience products and are not likely to substitute other brands. 
B) Convenience products require minimal shopping effort. 
C) Marketing of convenience products requires intensive exposure of these goods in as many stores as possible. 
D) Consumers tend to feel that the most desirable retail facility for convenience products is the closest one. 
E) Colas, gasoline, and bread are good examples of convenience goods.

Question 5

The Anderson Advertising Agency was developing a name for their client's new paper towel product. They finally settled on the name, "Soaker." Regarding the factors that marketers consider when selecting a brand name, which one does this best fulfill?

Accepted Answer

A) Compatibility with other products in the line 
B) Flexibility to be used in various types of media 
C) Using fabricated names that cannot be duplicated 
D) Indicating the product's major benefits 
E) Keeping the brand name easy to remember 
A) Compatibility with other products in the line 
B) Flexibility to be used in various types of media 
C) Using fabricated names that cannot be duplicated 
D) Indicating the product's major benefits 
E) Keeping the brand name easy to remember

Question 6

What is co-branding? Explain what makes co-branding effective.

Accepted Answer

Co-branding is the use of two or more br

Question 7

Aggressive pricing is typical during the ____ stage of the product life cycle.

Accepted Answer

A) decline 
B) growth 
C) introduction 
D) plateau 
E) stabilization 
A) decline 
B) growth 
C) introduction 
D) plateau 
E) stabilization

Question 8

Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand, will accept no substitute, and is willing to spend a great deal of time and effort to acquire that brand.

Accepted Answer

A) True 
 B)False

Question 9

Strategies relating to price become more mixed during a product's maturity stage.

Accepted Answer

A) True 
 B)False

Question 10

When Jiffy-Pop packaged its popcorn in an aluminum skillet, complete with attachable handle, it designed the package to become the cooking utensil. After cooking, the handle was removed and the package became the popcorn bowl. Jiffy-Pop's popcorn in this case is an example of _____ packaging.

Accepted Answer

A) secondary-use 
B) multiple 
C) innovative 
D) category-consistent 
E) "green" 
A) secondary-use 
B) multiple 
C) innovative 
D) category-consistent 
E) "green"

Question 11

Many manufacturers that produce their own brand

Accepted Answer

A) also produce generic versions of their products. 
B) sell only to outlets bearing their brand name. 
C) receive most of their profits from service work. 
D) use low prices to build their perceived brand quality. 
E) also produce products for private distributor brands. 
A) also produce generic versions of their products. 
B) sell only to outlets bearing their brand name. 
C) receive most of their profits from service work. 
D) use low prices to build their perceived brand quality. 
E) also produce products for private distributor brands.

Question 12

A co-branded product from Sony and Martha Stewart would likely fail because

Accepted Answer

A) neither of these brands is very well known to consumers. 
B) their products are not complementary. 
C) they are both food products. 
D) this co-branding will not provide product differentiation. 
E) the market segment for this product is too vast 
A) neither of these brands is very well known to consumers. 
B) their products are not complementary. 
C) they are both food products. 
D) this co-branding will not provide product differentiation. 
E) the market segment for this product is too vast

Question 13

Marketers may use brand names that have absolutely no meaning to avoid negative connotations.

Accepted Answer

A) True 
 B)False

Question 14

Early adopters are the first group of consumers to adopt a new product.

Accepted Answer

A) True 
 B)False

Question 15

A business can justify keeping a product as long as it contributes to profits or enhances the effectiveness of a product mix.

Accepted Answer

A) True 
 B)False

Question 16

Competition between manufacturer brands and private distributor brands is becoming more intense in several major categories.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following best defines the interest stage in the product adoption process?

Accepted Answer

A) The buyer tries to find the product in a retail store. 
B) The buyer considers the benefits and determines whether to try the product. 
C) The buyer tries the product to determine its usefulness. 
D) The buyer seeks information and is receptive to learning about the product. 
E) The buyer uses objective sources to learn about the product. 
A) The buyer tries to find the product in a retail store. 
B) The buyer considers the benefits and determines whether to try the product. 
C) The buyer tries the product to determine its usefulness. 
D) The buyer seeks information and is receptive to learning about the product. 
E) The buyer uses objective sources to learn about the product.

Question 18

The major characteristic of a private brand is that

Accepted Answer

A) only retailers initiate and own the brand. 
B) manufacturers are not identified on the product. 
C) producers become involved with the marketing mix. 
D) producers price the product. 
E) wholesalers encourage producers to make the product available. 
A) only retailers initiate and own the brand. 
B) manufacturers are not identified on the product. 
C) producers become involved with the marketing mix. 
D) producers price the product. 
E) wholesalers encourage producers to make the product available.

Question 19

Marketers must balance consumer desire for convenience against environmental concerns.

Accepted Answer

A) True 
 B)False

Question 20

Compared to creating and developing a brand from scratch, a firm sometimes buys a brand from another company at a premium price because outright purchase is

Accepted Answer

A) more challenging strategically. 
B) less time consuming. 
C) less risky. 
D) less expensive. 
E) less expensive and less risky. 
A) more challenging strategically. 
B) less time consuming. 
C) less risky. 
D) less expensive. 
E) less expensive and less risky.

During the decline stage of the product life cycle,

Brand recognition exists when a customer is aware that the brand exists and views it as an alternative to purchase if the preferred brand is unavailable or if the other available brands are unfamiliar to the customer.

When Clorox introduced bleach in a no-drip bottle, the firm was taking action consistent with its product being in the ____ stage of the product life cycle.

Which of the following statements does not apply to convenience goods?

The Anderson Advertising Agency was developing a name for their client's new paper towel product. They finally settled on the name, "Soaker." Regarding the factors that marketers consider when selecting a brand name, which one does this best fulfill?

What is co-branding? Explain what makes co-branding effective.

Aggressive pricing is typical during the ____ stage of the product life cycle.

Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand, will accept no substitute, and is willing to spend a great deal of time and effort to acquire that brand.

Strategies relating to price become more mixed during a product's maturity stage.

When Jiffy-Pop packaged its popcorn in an aluminum skillet, complete with attachable handle, it designed the package to become the cooking utensil. After cooking, the handle was removed and the package became the popcorn bowl. Jiffy-Pop's popcorn in this case is an example of _____ packaging.

Many manufacturers that produce their own brand

A co-branded product from Sony and Martha Stewart would likely fail because

Marketers may use brand names that have absolutely no meaning to avoid negative connotations.

Early adopters are the first group of consumers to adopt a new product.

A business can justify keeping a product as long as it contributes to profits or enhances the effectiveness of a product mix.

Competition between manufacturer brands and private distributor brands is becoming more intense in several major categories.

Which of the following best defines the interest stage in the product adoption process?

The major characteristic of a private brand is that

Marketers must balance consumer desire for convenience against environmental concerns.

Compared to creating and developing a brand from scratch, a firm sometimes buys a brand from another company at a premium price because outright purchase is

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Developing and Managing Products

Services Marketing

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 11: Product Concepts, Branding and Packaging

During the decline stage of the product life cycle,

Brand recognition exists when a customer is aware that the brand exists and views it as an alternative to purchase if the preferred brand is unavailable or if the other available brands are unfamiliar to the customer.

When Clorox introduced bleach in a no-drip bottle, the firm was taking action consistent with its product being in the ____ stage of the product life cycle.

Which of the following statements does not apply to convenience goods?

The Anderson Advertising Agency was developing a name for their client's new paper towel product. They finally settled on the name, "Soaker." Regarding the factors that marketers consider when selecting a brand name, which one does this best fulfill?

What is co-branding? Explain what makes co-branding effective.

Aggressive pricing is typical during the ____ stage of the product life cycle.

Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand, will accept no substitute, and is willing to spend a great deal of time and effort to acquire that brand.

Strategies relating to price become more mixed during a product's maturity stage.

When Jiffy-Pop packaged its popcorn in an aluminum skillet, complete with attachable handle, it designed the package to become the cooking utensil. After cooking, the handle was removed and the package became the popcorn bowl. Jiffy-Pop's popcorn in this case is an example of _____ packaging.

Many manufacturers that produce their own brand

A co-branded product from Sony and Martha Stewart would likely fail because

Marketers may use brand names that have absolutely no meaning to avoid negative connotations.

Early adopters are the first group of consumers to adopt a new product.

A business can justify keeping a product as long as it contributes to profits or enhances the effectiveness of a product mix.

Competition between manufacturer brands and private distributor brands is becoming more intense in several major categories.

Which of the following best defines the interest stage in the product adoption process?

The major characteristic of a private brand is that

Marketers must balance consumer desire for convenience against environmental concerns.

Compared to creating and developing a brand from scratch, a firm sometimes buys a brand from another company at a premium price because outright purchase is

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Developing and Managing Products

Services Marketing

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters