Question 1

Greeting cards are an example of a __________,and Valentine cards are an example of a __________.

Accepted Answer

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

Question 2

all electric-powered automobile is in which stage of its product life cycle?

Accepted Answer

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

Question 3

Xerox pioneered the first portable fax machine.In 1980,the price was $12,700.Xerox used a(n) __________ pricing strategy to help recover its research and development costs.

Accepted Answer

A)   penetration
B)   cost-plus
C)   target ROI
D)   above-market
E)   skimmingF) B) and D)
G) None of the above

Question 4

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

Accepted Answer

A)   women's hosiery
B)   pet rocks
C)   electric cars
D)   convection ovens
E)   sport drinksF) A) and E)
G) A) and D)

Question 5

Procter & Gamble introduced the product manager staff position in a marketing organizational structure in 1928.Consumer packaged goods firms like General Mills and PepsiCo and as well as industrial firms such as Intel and Hewlett-Packard employ a product manager to manage __________.

Accepted Answer

A)   all of an organization's product items or brands
B)   all of an organization's product classes
C)   all of an organization's existing products through the stages of their life cycles
D)   all products or brands that require close fiscal scrutiny
E)   a close-knit family of products or brandsF) B) and C)
G) A) and E)

Question 6

initial purchase of a product by a consumer is referred to as a(n) _________.

Accepted Answer

A)   product sampling
B)   first buy
C)   trial
D)   assessment
E)   examination periodF) D) and E)
G) None of the above

Question 7

Figure 11-1
-Figure 11-1 above represents the stages of the product life cycle.What does the portion of the curve labeled "D" represent?

Accepted Answer

A)   introduction
B)   maturity
C)   growth
D)   accelerated development
E)   declineF) None of the above
G) C) and D)

Question 8

product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as __________.

Accepted Answer

A)   co-brands
B)   private brands
C)   fighting brands
D)   brand extensions
E)   subbrandsF) D) and E)
G) B) and E)

Question 9

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 industryF) C) and D)
G) B) and E)

Question 10

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

Accepted Answer

A)   governmental regulations
B)   environmental concerns
C)   competition from global markets
D)   patent and trademark issues
E)   cultural and societal issuesF) A) and B)
G) A) and C)

Question 11

marketing objective for a product in the __________ stage of the product life cycle is to create consumer awareness and stimulate trial.

Accepted Answer

A)   introduction
B)   growth
C)   maturity
D)   decline
E)   accelerated developmentF) None of the above
G) B) and D)

Question 12

Another name for multiproduct branding is __________.

Accepted Answer

A)   family branding
B)   mixed branding
C)   uniform branding
D)   co-branding
E)   agent licensingF) A) and B)
G) C) and D)

Question 13

CDI/BDI Marketing Dashboard
-the CDI/BDI marketing dashboard above,which segment consumes the most fruit drinks?

Accepted Answer

A)   households without children
B)   households with children 13 to 18 years old
C)   households with children 6 years old or under
D)   households with children 7 to 12 years old
E)   Because the BDI and CDI show inconsistencies in their measurements, especially in the segment of children under the age of six, it is impossible to answer the question.F) C) and D)
G) A) and B)

Question 14

a firm's marketing dashboard displays a CDI over 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,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) B) and D)
G) A) and B)

Question 15

A__________ product requires little learning by the consumer,and the benefits of the purchase are readily understood.

Accepted Answer

A)   high-learning
B)   fashion
C)   fad
D)   substitute
E)   low-learningF) C) and E)
G) A) and C)

Question 16

Figure 11-4
-Figure 11-4 above shows that in 1995,CDs were in the __________ stage of the product life cycle,while cassette tapes were in the __________ stage.

Accepted Answer

A)   introduction; growth
B)   growth; introduction
C)   maturity; growth
D)   harvest; decline
E)   growth; declineF) A) and C)
G) A) and E)

Question 17

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.The two indexes,CDI and BDI,stand for __________.

Accepted Answer

A)   comprehensive demographic inventory and brand designation information
B)   consumer demographic index and buyer demographic inventory
C)   category development index and brand development index
D)   consumer development index and brand development inventory
E)   category development index and buyer development inventoryF) A) and B)
G) A) and D)

Question 18

strategy for managing a product's life cycle that attempts to increase a product's use among existing customers,create new use situations,or find new customers is referred to as __________.

Accepted Answer

A)   market modification
B)   product modification
C)   product repositioning
D)   product extension
E)   diversificationF) A) and D)
G) A) and E)

Question 19

a firm's marketing dashboard displays a CDI under 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,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) None of the above
G) All of the above

Question 20

aging baby boomer population has led to increased interest in developing and marketing products to satisfy the needs of this large market.As a result,moisturizing lotions and creams like Oil of Olay are now positioned as "age-defying" products.This is an example of which of repositioning action?

Accepted Answer

A)   reaching a new market
B)   reacting to a competitor's position
C)   trading up
D)   changing the value offered
E)   product modificationF) B) and C)
G) B) and D)

Exam 11: Managing Successful Products,Services,and Brands

Greeting cards are an example of a __________,and Valentine cards are an example of a __________.

Correct AnswerverifiedShow Answer

a firm's marketing dashboard displays a CDI under 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,this indicates which of the following?

Correct AnswerverifiedShow Answer

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.The two indexes,CDI and BDI,stand for __________.

Correct AnswerverifiedShow Answer

Figure 11-4 -Figure 11-4 above shows that in 1995,CDs were in the __________ stage of the product life cycle,while cassette tapes were in the __________ stage.

Correct AnswerverifiedShow Answer

A__________ product requires little learning by the consumer,and the benefits of the purchase are readily understood.

Correct AnswerverifiedShow Answer

CDI/BDI Marketing Dashboard -the CDI/BDI marketing dashboard above,which segment consumes the most fruit drinks?

Correct AnswerverifiedShow Answer

marketing objective for a product in the __________ stage of the product life cycle is to create consumer awareness and stimulate trial.

Correct AnswerverifiedShow Answer

Another name for multiproduct branding is __________.

Correct AnswerverifiedShow Answer

a firm's marketing dashboard displays a CDI over 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,this indicates which of the following?

Correct AnswerverifiedShow Answer

aging baby boomer population has led to increased interest in developing and marketing products to satisfy the needs of this large market.As a result,moisturizing lotions and creams like Oil of Olay are now positioned as "age-defying" products.This is an example of which of repositioning action?

Correct AnswerverifiedShow Answer

Figure 11-1 -Figure 11-1 above represents the stages of the product life cycle.What does the portion of the curve labeled "D" represent?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

initial purchase of a product by a consumer is referred to as a(n) _________.

Correct AnswerverifiedShow Answer

Procter & Gamble introduced the product manager staff position in a marketing organizational structure in 1928.Consumer packaged goods firms like General Mills and PepsiCo and as well as industrial firms such as Intel and Hewlett-Packard employ a product manager to manage __________.

Correct AnswerverifiedShow Answer

Product form refers to __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

all electric-powered automobile is in which stage of its product life cycle?

Correct AnswerverifiedShow Answer

strategy for managing a product's life cycle that attempts to increase a product's use among existing customers,create new use situations,or find new customers is referred to as __________.

Correct AnswerverifiedShow Answer

Xerox pioneered the first portable fax machine.In 1980,the price was $12,700.Xerox used a(n) __________ pricing strategy to help recover its research and development costs.

Correct AnswerverifiedShow Answer

product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as __________.

Correct AnswerverifiedShow Answer

Greeting cards are an example of a ,and Valentine cards are an example of a .

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Figure 11-4 -Figure 11-4 above shows that in 1995,CDs were in the stage of the product life cycle,while cassette tapes were in the stage.

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