Question 1

Which of the following statements regarding Gatorade's branding is most accurate?

Accepted Answer

A)  Gatorade uses the same formula for all its products and simply changes their brand name.
B)  Gatorade's success can be attributed to their decision to find one channel of distribution and to stay with it.
C)  Gatorade changed its color, packaging, and size choices in the domestic market so they would not have to enter the global market.
D)  Gatorade produces many variations of its products under different brands; it only uses the Gatorade name on its beverages.
E)  Gatorade has changed its product, its product packaging, its market, and its advertising to keep the product and company profitable.F) A) and B)
G) A) and E)

Question 2

When the Floral Council advertises giving flowers as a thoughtful and appreciated gift for any occasion it is trying to stimulate _________ demand.

Accepted Answer

A)  selective
B)  primary
C)  derived
D)  generic
E)  secondaryF) C) and E)
G) C) and D)

Question 3

Toro makes Toro snow blowers, Toro lawn mowers, Toro garden hoses, and Toro sprinkler systems.Toro is using a __________ branding strategy.

Accepted Answer

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

Question 4

Most consumers who would buy the product are either repeat purchasers of the item or have tried and abandoned it are characteristically in which stage of the product life cycle?

Accepted Answer

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

Question 5

Identify and describe the four branding strategies used by product managers.

Accepted Answer

Product managers use the following brand...

Question 6

A concept that describes the stages a new product goes through in the marketplace-introduction, growth, maturity, and decline is referred to as

Accepted Answer

A)  the retail life cycle.
B)  the product life cycle.
C)  the marketing mix.
D)  the product growth cycle.
E)  product commercialization.F) A) and B)
G) B) and E)

Question 7

FIGURE 11-6 
-The consumers represented by "B" in Figure 11-6 above are called _________.

Accepted Answer

A)  innovators
B)  late majority
C)  early majority
D)  early adopters
E)  laggardsF) None of the above
G) A) and E)

Question 8

Free samples are one of the most popular means to gain consumer trial.In fact most consumers consider a sample _________.

Accepted Answer

A)  to simulate laggard usage of the product
B)  to be the best way to evaluate a new product
C)  to be faster than purchasing the product
D)  to be safer than purchasing the product
E)  to circumvent the typical adoption cycleF) B) and C)
G) A) and E)

Question 9

Which of the following statements regarding the maturity stage of the product life cycle is most accurate?

Accepted Answer

A)  Marketing emphasis is directed towards creating more consumer awareness.
B)  Marketing emphasis switches to finding more channel intermediaries to carry the product.
C)  Marketing emphasis aims at stimulating selective demand for the product.
D)  Marketing attention is directed toward holding market share through further product differentiation and finding new buyers.
E)  Marketing emphasis is directed towards having salespeople allocate more time in selling the product.F) B) and E)
G) B) and C)

Question 10

A patent gives a manufacturer of goods exclusive rights to its production for 17 years.A major difference between products and services is that

Accepted Answer

A)  services can be patented for the life of the creator.
B)  services can be patented for 21 years.
C)  services can be patented only for 10 years.
D)  services cannot be patented.
E)  there is no need to patent services.F) B) and D)
G) All of the above

Question 11

There are several reasons why a consumer would be reluctant to purchase a new product.One example would be a usage barrier.A usage barrier occurs when

Accepted Answer

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

Question 12

The Dell EC 280 is a small desktop computer that uses less electrical power, has a Celeron processor, and is targeted to the less affluent, very large, Chinese market that has never owned a computer.It was introduced at a price of $340 for a basic setup.Dell is using which pricing strategy in this example?

Accepted Answer

A)  penetration pricing
B)  cost-plus pricing
C)  ROI pricing
D)  market-oriented pricing
E)  skimming pricingF) B) and E)
G) B) and C)

Question 13

A marketing decision in which an organization uses a name, phrase, design, symbol, or combination of these to identify its products and distinguish them from those of competitors is referred to as

Accepted Answer

A)  product identification.
B)  branding.
C)  trademarking.
D)  copyrighting.
E)  licensing.F) C) and E)
G) B) and E)

Question 14

Private branding refers to

Accepted Answer

A)  a strategy where products are given no identifying names other than a description of its contents.
B)  a branding strategy used when a company manufactures products but sells them under the brand name of a wholesaler or retailer.
C)  a branding strategy in which a company uses one name for all of its products.
D)  a contractual agreement whereby a company allows someone else to use its brand name and usually requires that the product be made to its specifications.
E)  a branding strategy for unique, high-priced items that carry the name of the person or firm for whom it was produced.F) A) and D)
G) A) and C)

Question 15

There are several reasons why a consumer would be reluctant to purchase a new product.One example would be a value barrier.A value barrier occurs when

Accepted Answer

A)  there is no incentive to change.
B)  there are physical, economic, or social risks.
C)  there are cultural differences.
D)  the financial commitment is too great.
E)  the product is not consistent with existing habits.F) None of the above
G) B) and C)

Question 16

Commuters in New York have often installed devices on their cars that can be read automatically as they approach a tollbooth.This saves time, improves traffic flow, and means drivers don't need to keep suitable change in the car.It also offers New York authorities the opportunity to manage traffic flow by charging different toll amounts for different times of day.Commuters in New York are experiencing

Accepted Answer

A)  price gouging.
B)  competitive pricing.
C)  off-peak pricing.
D)  internal marketing.
E)  external marketing.F) A) and B)
G) A) and C)

Question 17

An additional benefit of a Phillies special promotions night is that not only does it boost overall attendance, it

Accepted Answer

A)  generates first-time visits by people who have never seen a Major League Baseball game.
B)  generates corporate sponsorship from new companies interested in offering a promotion.
C)  helps regulate local traffic since people arrive early to be sure they get the free gift.
D)  helps keep children quiet during the game since they're playing with their free gift and not bothering their parents or other game attendees.
E)  creates a heightened sense of excitement and anticipation for the game.F) A) and D)
G) C) and E)

Question 18

An integral part of the package that typically identifies the product or brand, who made it, where and when it was made, how it is to be used, and package contents and ingredients is referred to as a(n)  _________.

Accepted Answer

A)  stock keeping unit
B)  proof of purchase
C)  liability disclaimer
D)  product information panel
E)  labelF) D) and E)
G) All of the above

Question 19

Identify and describe the stages of the generalized product life cycle.For each stage, specify the marketing objective a firm should attempt to achieve.

Accepted Answer

Introduction Stage: occurs when new prod...

Question 20

As product adopters, innovators typically

Accepted Answer

A)  disregard debt and use neighbors and friends as information sources.
B)  are skeptical and have below average social status.
C)  act with deliberation and use many informal social contacts.
D)  are leaders in social standing and have slightly above average education when compared to the other adopter classes.
E)  are venturesome, better educated than other product adopters, and use multiple information sources.F) A) and E)
G) C) and E)

Exam 11: Managing Successful Products, Services, and Brands

As product adopters, innovators typically

Correct Answer
verified

Most consumers who would buy the product are either repeat purchasers of the item or have tried and abandoned it are characteristically in which stage of the product life cycle?

Correct Answer
verified

There are several reasons why a consumer would be reluctant to purchase a new product.One example would be a value barrier.A value barrier occurs when

Correct Answer
verified

When the Floral Council advertises giving flowers as a thoughtful and appreciated gift for any occasion it is trying to stimulate _________ demand.

Correct Answer
verified

A marketing decision in which an organization uses a name, phrase, design, symbol, or combination of these to identify its products and distinguish them from those of competitors is referred to as

Correct Answer
verified

Identify and describe the stages of the generalized product life cycle.For each stage, specify the marketing objective a firm should attempt to achieve.

Correct Answer
verified
Introduction Stage: occurs when new prod...
View Answer

Which of the following statements regarding the maturity stage of the product life cycle is most accurate?

Correct Answer
verified

Toro makes Toro snow blowers, Toro lawn mowers, Toro garden hoses, and Toro sprinkler systems.Toro is using a __________ branding strategy.

Correct Answer
verified

Correct Answer
verified

An additional benefit of a Phillies special promotions night is that not only does it boost overall attendance, it

Correct Answer
verified

Private branding refers to

Correct Answer
verified

FIGURE 11-6 -The consumers represented by "B" in Figure 11-6 above are called _________.

Correct Answer
verified

Correct Answer
verified

Identify and describe the four branding strategies used by product managers.

Correct Answer
verified
Product managers use the following brand...
View Answer

Which of the following statements regarding Gatorade's branding is most accurate?

Correct Answer
verified

An integral part of the package that typically identifies the product or brand, who made it, where and when it was made, how it is to be used, and package contents and ingredients is referred to as a(n) _________.

Correct Answer
verified

Free samples are one of the most popular means to gain consumer trial.In fact most consumers consider a sample _________.

Correct Answer
verified

A patent gives a manufacturer of goods exclusive rights to its production for 17 years.A major difference between products and services is that

Correct Answer
verified

A concept that describes the stages a new product goes through in the marketplace-introduction, growth, maturity, and decline is referred to as

Correct Answer
verified

There are several reasons why a consumer would be reluctant to purchase a new product.One example would be a usage barrier.A usage barrier occurs when

Correct Answer
verified

Exam 11: Managing Successful Products, Services, and Brands

As product adopters, innovators typically

Correct AnswerverifiedShow Answer

Most consumers who would buy the product are either repeat purchasers of the item or have tried and abandoned it are characteristically in which stage of the product life cycle?

Correct AnswerverifiedShow Answer

There are several reasons why a consumer would be reluctant to purchase a new product.One example would be a value barrier.A value barrier occurs when

Correct AnswerverifiedShow Answer

When the Floral Council advertises giving flowers as a thoughtful and appreciated gift for any occasion it is trying to stimulate _________ demand.

Correct AnswerverifiedShow Answer

A marketing decision in which an organization uses a name, phrase, design, symbol, or combination of these to identify its products and distinguish them from those of competitors is referred to as

Correct AnswerverifiedShow Answer

Identify and describe the stages of the generalized product life cycle.For each stage, specify the marketing objective a firm should attempt to achieve.

Correct AnswerverifiedIntroduction Stage: occurs when new prod...View AnswerShow Answer

Which of the following statements regarding the maturity stage of the product life cycle is most accurate?

Correct AnswerverifiedShow Answer

Toro makes Toro snow blowers, Toro lawn mowers, Toro garden hoses, and Toro sprinkler systems.Toro is using a __________ branding strategy.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

An additional benefit of a Phillies special promotions night is that not only does it boost overall attendance, it

Correct AnswerverifiedShow Answer

Private branding refers to

Correct AnswerverifiedShow Answer

FIGURE 11-6 -The consumers represented by "B" in Figure 11-6 above are called _________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Identify and describe the four branding strategies used by product managers.

Correct AnswerverifiedProduct managers use the following brand...View AnswerShow Answer

Which of the following statements regarding Gatorade's branding is most accurate?

Correct AnswerverifiedShow Answer

An integral part of the package that typically identifies the product or brand, who made it, where and when it was made, how it is to be used, and package contents and ingredients is referred to as a(n) _________.

Correct AnswerverifiedShow Answer

Free samples are one of the most popular means to gain consumer trial.In fact most consumers consider a sample _________.

Correct AnswerverifiedShow Answer

A patent gives a manufacturer of goods exclusive rights to its production for 17 years.A major difference between products and services is that

Correct AnswerverifiedShow Answer

A concept that describes the stages a new product goes through in the marketplace-introduction, growth, maturity, and decline is referred to as

Correct AnswerverifiedShow Answer

There are several reasons why a consumer would be reluctant to purchase a new product.One example would be a usage barrier.A usage barrier occurs when

Correct AnswerverifiedShow Answer

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Introduction Stage: occurs when new prod...
View Answer

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Product managers use the following brand...
View Answer

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