Question 1

When the Egg Farmers of Canada implemented its "Get Cracking" advertising campaign,the organization was trying to stimulate ________ demand.

Accepted Answer

A)  secondary
B)  selective
C)  derived
D)  generic
E)  primaryF) B) and D)
G) C) and D)

Question 2

The Coca-Cola Co.is the ________ of that firm.

Accepted Answer

A)  logo
B)  patent
C)  trade name
D)  brand identity
E)  trademarkF) C) and E)
G) A) and C)

Question 3

Prerecorded music is an example of a ________,and digital music downloading and streaming are an example of a

Accepted Answer

A)  product line;product class.
B)  product class;product form.
C)  product family;product line.
D)  product brand;product line.
E)  product form;product class.F) A) and C)
G) D) and E)

Question 4

Seiko makes watches.It markets its higher-quality watches under the Seiko or LaSalle brand names,and its lower-priced watches are sold under the Pulsar brand.Seiko uses a ________ strategy.

Accepted Answer

A)  multibranding
B)  product differentiation branding
C)  multiproduct branding
D)  segmentation branding
E)  private brandingF) A) and B)
G) None of the above

Question 5

Gatorade is most likely in which stage of its product life cycle?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decline
E)  fadF) B) and E)
G) A) and E)

Question 6

There are several reasons a consumer would be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a psychological barrier,which occurs when

Accepted Answer

A)  there is no incentive to change.
B)  there are physical,economic,or social risks.
C)  there are cultural differences or image problems.
D)  the financial commitment is too great.
E)  the product is not consistent with existing habits.F) A) and D)
G) A) and B)

Question 7

Multiproduct branding refers to a branding strategy

Accepted Answer

A)  that involves giving each product a distinct name when each brand is intended for a different market segment.
B)  that uses different brand names for the same product across multiple countries.
C)  in which a company uses one name for all its products in a product class.
D)  in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer.
E)  in which a company uses a contractual agreement to allow someone else to use its brand name for a fee.F) A) and B)
G) B) and D)

Question 8

The practice of pairing two or more strong brands to facilitate the marketing of a joint product or service for their mutual benefit is referred to as

Accepted Answer

A)  multibranding.
B)  brand bundling.
C)  co-branding.
D)  mixed branding.
E)  reseller branding.F) A) and B)
G) A) and C)

Question 9

Which of the following statements regarding labels is most accurate?

Accepted Answer

A)  Although labels are can carry useful information,the less information communicated,the better.
B)  The brand logo or brand name should always be the largest image on a label.
C)  Labels can be very expensive,and they are important because they often are the first contact the consumer has with the product.
D)  The best labels to use on food products are those that can be easily removed to promote recycling of the package.
E)  One penny for every dollar consumers spend on products goes toward packaging and labeling costs.F) A) and C)
G) A) and E)

Question 10

CDI/BDI Marketing Dashboard
 
-If a firm's marketing dashboard displays a CDI of 120 for a consumer packaged good like Hawaiian Punch,this indicates which of the following?

Accepted Answer

A)  a weak brand position in a segment
B)  a strong brand position in a segment
C)  above-average product category purchases by a market segment
D)  below-average product category purchases by a market segment
E)  There is not enough information to make any conclusions.F) All of the above
G) None of the above

Question 11

A limited-coverage warranty

Accepted Answer

A)  provides a written statement of manufacturer liability.
B)  states the bounds of coverage and,more important,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 to the consumer.F) A) and B)
G) B) and C)

Question 12

A marketing strategy that alters a product's characteristic,such as its quality,performance,or appearance,to increase its value and sales to customers is referred to as

Accepted Answer

A)  market modification.
B)  product modification.
C)  product repositioning.
D)  market-product synergy.
E)  product management.F) None of the above
G) B) and D)

Question 13

In terms of its effect on faxing,e-mail has

Accepted Answer

A)  led to a significant number of improvements in fax machine technology to keep the product class competitive.
B)  led to a significant decrease in fax machine sales because e-mail better suits the needs of the business community.
C)  led to a significant increase in fax machine purchases due to distrust of e-mail spam.
D)  only a modest impact since the two technologies do not directly compete with each other.
E)  caused most fax machine manufacturers to incorporate new Internet technology to send,receive,and print e-mails through a wireless connection to a personal computer.F) A) and B)
G) A) and C)

Question 14

Product form refers to

Accepted Answer

A)  the legal description of an individual item including all its salient characteristics.
B)  the SKU designation assigned to a product item.
C)  a series of product items that share similar characteristics in terms of usage.
D)  variations within the product class.
E)  a group of product items that comprise an industry.F) A) and B)
G) All of the above

Question 15

3M is a master of the ________ pricing strategy,which uses a high initial price for a new product.

Accepted Answer

A)  penetration
B)  cost-plus
C)  ROI
D)  market-oriented
E)  skimmingF) B) and C)
G) B) and E)

Question 16

What is the marketing objective for the maturity stage of the product life cycle?

Accepted Answer

A)  begin deletion
B)  implement skimming
C)  stress differentiation
D)  gain awareness
E)  maintain brand loyaltyF) A) and E)
G) A) and D)

Question 17

Major American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit.Car manufacturers are using which of the following market modification strategies?

Accepted Answer

A)  finding new users
B)  creating new use situations
C)  increasing a product's use by existing customers
D)  modifying the product
E)  reacting to competitors' positionsF) B) and E)
G) D) and E)

Question 18

The life cycle of a product depends on product adoption by consumers as measured by

Accepted Answer

A)  sales.
B)  word-of-mouth.
C)  number of competitors.
D)  regulators.
E)  product proliferation.F) B) and D)
G) A) and E)

Question 19

As shown in the CDI/BDI Marketing Dashboard above,a BDI of 30 is determined by

Accepted Answer

A)  finding the percent of the U.S.population in the "Households without children" segment divided by the percent of Hawaiian Punch sold to households without children in the U.S.multiplied by 100.
B)  subtracting the total number of non-users from the total number of users of Hawaiian Punch sold to households without children.
C)  finding the difference in total sales of Hawaiian Punch between households who have children and those who do not.
D)  finding the percent of Hawaiian Punch sold to U.S.households without children divided by the percent of the U.S.population in the "Households without children" segment multiplied by 100.
E)  using the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry,including the firm itself.F) A) and E)
G) A) and D)

Question 20

A good brand name has several characteristics,including that it should

Accepted Answer

A)  avoid the use of a humorous connotation.
B)  fit the company or product image.
C)  suggest but not copy entirely the leading brand.
D)  be patented.
E)  easy to spell and pronounce.F) B) and C)
G) A) and B)

Exam 11: Managing Successful Products, services, and Brands

Seiko makes watches.It markets its higher-quality watches under the Seiko or LaSalle brand names,and its lower-priced watches are sold under the Pulsar brand.Seiko uses a ________ strategy.

Correct AnswerverifiedShow Answer

3M is a master of the ________ pricing strategy,which uses a high initial price for a new product.

Correct AnswerverifiedShow Answer

In terms of its effect on faxing,e-mail has

Correct AnswerverifiedShow Answer

The life cycle of a product depends on product adoption by consumers as measured by

Correct AnswerverifiedShow Answer

A good brand name has several characteristics,including that it should

Correct AnswerverifiedShow Answer

When the Egg Farmers of Canada implemented its "Get Cracking" advertising campaign,the organization was trying to stimulate ________ demand.

Correct AnswerverifiedShow Answer

Major American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit.Car manufacturers are using which of the following market modification strategies?

Correct AnswerverifiedShow Answer

Which of the following statements regarding labels is most accurate?

Correct AnswerverifiedShow Answer

Multiproduct branding refers to a branding strategy

Correct AnswerverifiedShow Answer

The practice of pairing two or more strong brands to facilitate the marketing of a joint product or service for their mutual benefit is referred to as

Correct AnswerverifiedShow Answer

CDI/BDI Marketing Dashboard -If a firm's marketing dashboard displays a CDI of 120 for a consumer packaged good like Hawaiian Punch,this indicates which of the following?

Correct AnswerverifiedShow Answer

There are several reasons a consumer would be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a psychological barrier,which occurs when

Correct AnswerverifiedShow Answer

What is the marketing objective for the maturity stage of the product life cycle?

Correct AnswerverifiedShow Answer

As shown in the CDI/BDI Marketing Dashboard above,a BDI of 30 is determined by

Correct AnswerverifiedShow Answer

The Coca-Cola Co.is the ________ of that firm.

Correct AnswerverifiedShow Answer

Gatorade is most likely in which stage of its product life cycle?

Correct AnswerverifiedShow Answer

A marketing strategy that alters a product's characteristic,such as its quality,performance,or appearance,to increase its value and sales to customers is referred to as

Correct AnswerverifiedShow Answer

Prerecorded music is an example of a ________,and digital music downloading and streaming are an example of a

Correct AnswerverifiedShow Answer

A limited-coverage warranty

Correct AnswerverifiedShow Answer

Product form refers to

Correct AnswerverifiedShow Answer

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