Question 1

Kellogg's changed the name of its Heartwise cereal to Fiberwise MOST LIKELY to __________.

Accepted Answer

A)  respond to a changing public interest from heart to intestinal health issues
B)  convey a stronger product image,since "heart" implied sentimentality and "fiber" implied strength
C)  comply with Food and Drug Administration guidelines on the use of the word "heart" in food brand names
D)  avoid a lawsuit by the makers of HeartPro Organic Cereal because they claimed the names and benefits were too similar
E)  complement its new line of breakfast fiber barsF) A) and C)
G) A) and E)

Question 2

Which of the following is a multiproduct branding strategy?

Accepted Answer

A)  mixed branding
B)  product line extensions
C)  multibranding
D)  brand licensing
E)  private brandingF) B) and D)
G) C) and E)

Question 3

-There are several visible differences between the two packages in the Brawny package photos shown above.Discuss which aspect(s)might be considered legal but unethical,and why.

Accepted Answer

The size of the package on the right is ...

Question 4

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 mappingF) A) and E)
G) None of the above

Question 5

While there are 4 Ps of marketing,there are the __________ Ps of services.

Accepted Answer

A)  3
B)  5
C)  6
D)  7
E)  8F) C) and D)
G) B) and E)

Question 6

When Coca-Cola promoted Coke as a morning beverage for those consumers who don't drink coffee,it used a __________ strategy.

Accepted Answer

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

Question 7

A branding strategy in which a firm markets some products under its own name(s) and other products under the name of a reseller because the segment attracted to the reseller is different from its own market is referred to as __________.

Accepted Answer

A)  multibranding
B)  generic branding
C)  private branding
D)  mixed branding
E)  multiproduct brandingF) B) and E)
G) B) and C)

Question 8

The Toro Company makes Toro snow blowers,Toro lawn mowers,Toro yard tools,and Toro sprinkler systems.The Toro Company uses a __________ branding strategy.

Accepted Answer

A)  multibranding
B)  family branding
C)  co-branding
D)  uniform branding
E)  mixed brandingF) C) and E)
G) A) and B)

Question 9

The four steps in the sequential process of building the brand equity pyramid include: (1) developing positive brand awareness; (2) establishing a brand's meaning in the minds of consumers; (3) eliciting the proper consumer responses to a brand's identity and meaning; and (4) __________.

Accepted Answer

A)  easing consumers' decision making
B)  forming a brand personality
C)  creating a consumer-brand connection
D)  rewarding loyal customer behavior
E)  developing brand licensing criteriaF) A) and B)
G) A) and C)

Question 10

During the __________ stage of the product life cycle,product proliferation occurs to help differentiate a company's brand from competitors.

Accepted Answer

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

Question 11

A strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as __________.

Accepted Answer

A)  trimming
B)  elimination
C)  paring down
D)  deletion
E)  harvestingF) C) and D)
G) None of the above

Question 12

Pez was originally sold in Europe as a(n) __________ in plain "headless" dispenser.The product got its name from the German word "pfefferminz," which means "peppermint."

Accepted Answer

A)  chewing gum
B)  breath mint
C)  antacid
D)  pain reliever
E)  candyF) None of the above
G) All of the above

Question 13

People who tried a product,were satisfied,and bought it again are called __________ purchasers.

Accepted Answer

A)  replicate
B)  recurring
C)  recursive
D)  die-hard
E)  repeatF) D) and E)
G) C) and D)

Question 14

Imagine that Eveready has developed solar rechargeable batteries that cost only slightly more to produce than the rechargeable batteries currently available.These solar batteries can be recharged by sunlight up to 5 times,after which they must be discarded.Unfortunately,the production process cannot be patented,so competitors could enter the market within a year.Which of the following would be the LEAST sound marketing program decision?

Accepted Answer

A)  Select a skimming pricing strategy to position the product as "premium."
B)  Seek widespread distribution to gain a foothold in what might be a potentially huge market.
C)  Limit production capacity until you are certain consumers will actually want the product.
D)  Avoid a connection to the Eveready brand until the product has proven itself.
E)  Use multiple brand names to discourage other competitors from entering the market.F) A) and D)
G) C) and D)

Question 15

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.F) D) and E)
G) All of the above

Question 16

In its recent "You're not you when you're hungry-Snickers satisfies" TV ad campaign,Mars,the maker of the Snickers candy bar,repositioned Snickers from a candy bar dessert-like food to a snack food that can satisfy hunger.Mars used this product repositioning strategy with its Snickers brand to __________.

Accepted Answer

A)  react to a competitor's position
B)  reach a new target market segment
C)  catch a rising trend
D)  change the value offered to its customers
E)  implement a global strategyF) B) and E)
G) B) and C)

Question 17

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies __________.

Accepted Answer

A)  lose money during the introductory stage of a product's life cycle
B)  convince laggards to try a new product
C)  recoup research and development costs
D)  influence the product life cycle of fashion products
E)  attempt to overcome barriers to adoptionF) A) and C)
G) C) and E)

Question 18

Industry analysts estimate that the number of e-mail mailboxes worldwide will grow to __________ by 2014.

Accepted Answer

A)  2.1 billion
B)  2.5 billion
C)  3.1 billion
D)  3.5 billion
E)  4.1 billionF) None of the above
G) A) and B)

Question 19

During the introduction stage of the product life cycle,the strategy that discourages competitive entry by charging a low price for a new product is referred to as __________ pricing.

Accepted Answer

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

Question 20

Another name for multiproduct branding is __________.

Accepted Answer

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

Exam 10: Managing Successful Products, Services, and Brands

While there are 4 Ps of marketing,there are the __________ Ps of services.

Correct Answer
verified

When Coca-Cola promoted Coke as a morning beverage for those consumers who don't drink coffee,it used a __________ strategy.

Correct Answer
verified

The Toro Company makes Toro snow blowers,Toro lawn mowers,Toro yard tools,and Toro sprinkler systems.The Toro Company uses a __________ branding strategy.

Correct Answer
verified

Kellogg's changed the name of its Heartwise cereal to Fiberwise MOST LIKELY to __________.

Correct Answer
verified

A branding strategy in which a firm markets some products under its own name(s) and other products under the name of a reseller because the segment attracted to the reseller is different from its own market is referred to as __________.

Correct Answer
verified

People who tried a product,were satisfied,and bought it again are called __________ purchasers.

Correct Answer
verified

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies __________.

Correct Answer
verified

During the __________ stage of the product life cycle,product proliferation occurs to help differentiate a company's brand from competitors.

Correct Answer
verified

Pez was originally sold in Europe as a(n) __________ in plain "headless" dispenser.The product got its name from the German word "pfefferminz," which means "peppermint."

Correct Answer
verified

Correct Answer
verified

The four steps in the sequential process of building the brand equity pyramid include: (1) developing positive brand awareness; (2) establishing a brand's meaning in the minds of consumers; (3) eliciting the proper consumer responses to a brand's identity and meaning; and (4) __________.

Correct Answer
verified

-There are several visible differences between the two packages in the Brawny package photos shown above.Discuss which aspect(s)might be considered legal but unethical,and why.

Correct Answer
verified
The size of the package on the right is ...
View Answer

Another name for multiproduct branding is __________.

Correct Answer
verified

During the introduction stage of the product life cycle,the strategy that discourages competitive entry by charging a low price for a new product is referred to as __________ pricing.

Correct Answer
verified

A strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as __________.

Correct Answer
verified

Which of the following is a multiproduct branding strategy?

Correct Answer
verified

Industry analysts estimate that the number of e-mail mailboxes worldwide will grow to __________ by 2014.

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

While there are 4 Ps of marketing,there are the __________ Ps of services.

Correct AnswerverifiedShow Answer

When Coca-Cola promoted Coke as a morning beverage for those consumers who don't drink coffee,it used a __________ strategy.

Correct AnswerverifiedShow Answer

The Toro Company makes Toro snow blowers,Toro lawn mowers,Toro yard tools,and Toro sprinkler systems.The Toro Company uses a __________ branding strategy.

Correct AnswerverifiedShow Answer

Kellogg's changed the name of its Heartwise cereal to Fiberwise MOST LIKELY to __________.

Correct AnswerverifiedShow Answer

A branding strategy in which a firm markets some products under its own name(s) and other products under the name of a reseller because the segment attracted to the reseller is different from its own market is referred to as __________.

Correct AnswerverifiedShow Answer

People who tried a product,were satisfied,and bought it again are called __________ purchasers.

Correct AnswerverifiedShow Answer

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies __________.

Correct AnswerverifiedShow Answer

During the __________ stage of the product life cycle,product proliferation occurs to help differentiate a company's brand from competitors.

Correct AnswerverifiedShow Answer

Pez was originally sold in Europe as a(n) __________ in plain "headless" dispenser.The product got its name from the German word "pfefferminz," which means "peppermint."

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The four steps in the sequential process of building the brand equity pyramid include: (1) developing positive brand awareness; (2) establishing a brand's meaning in the minds of consumers; (3) eliciting the proper consumer responses to a brand's identity and meaning; and (4) __________.

Correct AnswerverifiedShow Answer

-There are several visible differences between the two packages in the Brawny package photos shown above.Discuss which aspect(s)might be considered legal but unethical,and why.

Correct AnswerverifiedThe size of the package on the right is ...View AnswerShow Answer

Another name for multiproduct branding is __________.

Correct AnswerverifiedShow Answer

During the introduction stage of the product life cycle,the strategy that discourages competitive entry by charging a low price for a new product is referred to as __________ pricing.

Correct AnswerverifiedShow Answer

A strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as __________.

Correct AnswerverifiedShow Answer

Which of the following is a multiproduct branding strategy?

Correct AnswerverifiedShow Answer

Industry analysts estimate that the number of e-mail mailboxes worldwide will grow to __________ by 2014.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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The size of the package on the right is ...
View Answer

Correct Answer
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