Exam 11: Managing Successful Products, Services, and Brands

Brawny Package Photos -There is one visible difference between the two packages in the Brawny package photos shown above,even though both sold for the same price.Discuss which aspect(s)might be considered legal but unethical,and why.

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Question 1

Correct Answer:

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The size of the package on the right is the same as on the left but contains 20% less product and was sold at the same price according to the Making Responsible Decision box in the textbook.Although the figures for total square feet are boldly displayed on the packages,most consumers would not remember the square footage before the change in value occurred.The equivalent size of the package therefore,could be considered misleading.And because the package on the right sold for the same price as the one on the left,consumers who bought the one on the right received less value,which may be unethical if they did not fully perceive and appreciate the reduction in content.

Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price.Georgia-Pacific used a(n)__________ strategy.

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Question 2

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Which of the following quotes from a new product adopter would signal the need for a firm to counteract a psychological barrier?

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(Multiple Choice)

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Question 3

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To handle products in the decline stage of the product life cycle,companies often use either a strategy or a strategy.

(Multiple Choice)

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Question 4

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

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Question 5

Which of the following is NOT true about a multibranding strategy?

(Multiple Choice)

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Question 6

Trading up refers to __________.

(Multiple Choice)

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Question 7

Downsizing reduces the __________.

(Multiple Choice)

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Question 8

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

(Multiple Choice)

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Question 9

When Proctor & Gamble revamped Pantene shampoo and conditioner with a new vitamin formula and relaunched the brand with a multimillion-dollar advertising and promotion campaign,what strategy did it use to manage the product through its life cycle?

(Multiple Choice)

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Question 10

Explain the following statement: "Packaging provides communication,functional,and perceptual benefits for manufacturers,retailers,and consumers."

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Question 11

Four key challenges that package and label designers face include: (1)__________; (2)environmental concerns; (3)health,safety,and security issues;and (4)cost reduction.

(Multiple Choice)

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Question 12

Which of the following products would have a fad product life cycle curve?

(Multiple Choice)

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Question 13

For any product to be successful,it must be purchased by __________.

(Multiple Choice)

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Question 14

When they were first introduced,peel-back aluminum seals were seen as a great alternative to using a traditional can opener to open cans because many people sliced their fingers with can openers.As soon as the technology became more widely available,many manufacturers switched to this safer,more flexible seal.This packaging innovation demonstrated the importance of a __________.

(Multiple Choice)

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Question 15

Which of the following quotes from a new product adopter would signal the need for a firm to counteract a usage barrier?

(Multiple Choice)

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Question 16

When a company uses a product line extension,it

(Multiple Choice)

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Question 17

An organization's use of a name,phrase,design,symbol,or combination of these to identify its products and distinguish them from those of competitors is referred to as __________.

(Multiple Choice)

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Question 18

Which of the following statements is most accurate?

(Multiple Choice)

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Question 19

Products such as Yoplait's Go-GURT^® portable low-fat yogurt in a tube demonstrate the importance of the __________ of packaging.

(Multiple Choice)

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Question 20

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Exam 11: Managing Successful Products, Services, and Brands

Brawny Package Photos -There is one visible difference between the two packages in the Brawny package photos shown above,even though both sold for the same price.Discuss which aspect(s)might be considered legal but unethical,and why.

Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price.Georgia-Pacific used a(n)__________ strategy.

Which of the following quotes from a new product adopter would signal the need for a firm to counteract a psychological barrier?

To handle products in the decline stage of the product life cycle,companies often use either a __________ strategy or a __________ strategy.

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

Which of the following is NOT true about a multibranding strategy?

Trading up refers to __________.

Downsizing reduces the __________.

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

When Proctor & Gamble revamped Pantene shampoo and conditioner with a new vitamin formula and relaunched the brand with a multimillion-dollar advertising and promotion campaign,what strategy did it use to manage the product through its life cycle?

Explain the following statement: "Packaging provides communication,functional,and perceptual benefits for manufacturers,retailers,and consumers."

Four key challenges that package and label designers face include: (1)__________; (2)environmental concerns; (3)health,safety,and security issues;and (4)cost reduction.

Which of the following products would have a fad product life cycle curve?

For any product to be successful,it must be purchased by __________.

Which of the following quotes from a new product adopter would signal the need for a firm to counteract a usage barrier?

When a company uses a product line extension,it

An organization's use of a name,phrase,design,symbol,or combination of these to identify its products and distinguish them from those of competitors is referred to as __________.

Which of the following statements is most accurate?

Products such as Yoplait's Go-GURT® portable low-fat yogurt in a tube demonstrate the importance of the __________ of packaging.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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 to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Building an Effective Marketing Plan

Financial Aspects of Marketing

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To handle products in the decline stage of the product life cycle,companies often use either a strategy or a strategy.

Products such as Yoplait's Go-GURT^® portable low-fat yogurt in a tube demonstrate the importance of the __________ of packaging.