Question 1

Explain the difference between primary demand and selective demand.

Accepted Answer

Primary demand is a desire for...

Question 2

A few years ago Who Wants to Be a Millionaire premiered as the first nighttime game show in a couple of decades.Once the show became a hit and televised several nights a week, other networks quickly created their own version of what they hoped to be a successful game show format.Greed and Twenty-One are the names of but two of the new shows that were created to compete with Who Wants to Be a Millionaire.At this point in time the nighttime televised game show genre entered which stage of its product life cycle?

Accepted Answer

A)  growth stage
B)  decline stage
C)  commercialization stage
D)  maturity stage
E)  introduction stageF) A) and D)
G) B) and C)

Question 3

Product modification refers to

Accepted Answer

A)  strategies that alter a product's characteristic such as its quality, performance, or appearance to increase the product's value to customers and increase sales.
B)  a 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 markets.
C)  a strategy in which a company tries to find new customers and increase a product's use among users who "strayed" but will return again.
D)  a strategy whereby a firm drops its lowest producing market segment and replaces it with an entirely new target market.
E)  a strategy of blending the lowest producing market segments into one new target market in order to enjoy marketing economies of scale.F) B) and D)
G) A) and D)

Question 4

Figure 11-6 above shows five categories and profiles of product adopters.Leaders in social setting, and have slightly above average education are called _________ and would be found in cell _________.

Accepted Answer

A)  innovators, A
B)  early adopters, B
C)  early majority, C
D)  late majority, D
E)  laggards, EF) A) and B)
G) B) and E)

Question 5

Products such as Yoplait's Go-GURT →\rarr→  portable low fat yogurt in a tube demonstrate the importance of _________ in packaging.

Accepted Answer

A)  convenience
B)  communication benefits
C)  functional benefits
D)  technology
E)  renewable resources F) A) and B)
G) A) and C)

Question 6

The chief purpose of __________ is to confront competitor brands.

Accepted Answer

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

Question 7

One type of television show is the category called reality shows.According to the product life cycle, what was the objective of the marketers of these reality shows when they were in the introduction stage of the product life cycle?

Accepted Answer

A)  gain awareness and stimulate the target market to watch
B)  stress differentiation from other forms of entertainment
C)  gain as much distribution as possible to local TV stations
D)  reveal a marketing niche for that particular show
E)  maintain loyalty of the viewersF) A) and C)
G) C) and E)

Question 8

Which of the following is an example of a product in the maturity stage of the product life cycle?

Accepted Answer

A)  digital cameras
B)  hybrid vehicles
C)  3D HDTV
D)  soft drinks
E)  digital music playersF) All of the above
G) D) and E)

Question 9

Figure 11-2 above represents the stages of the product life cycle.What does the curve labeled "A" represent in this graphic?

Accepted Answer

A)  total variable costs
B)  total fixed costs
C)  total industry profit
D)  total industry revenue
E)  total research and development costsF) B) and D)
G) A) and E)

Question 10

When selecting a brand name it is recommended that the name suggests product features; be memorable; have no legal or regulatory restrictions; be distinctive and positive; fit the company or product image; be simple and emotional and

Accepted Answer

A)  be humorous or mysterious.
B)  easy to spell and pronounce.
C)  contain no hidden meanings.
D)  suggest an air of mystery.
E)  be memorable, distinctive, and positive.F) A) and B)
G) A) and D)

Question 11

Twenty years ago, the Mississippi Gulf Coast was a nice place to vacation with a white sandy beach, golfing opportunities, resort hotels, and good seafood restaurants.With the addition of casinos, the Gulf Coast improved its odds of being a tourist destination for more travelers.This is an example of

Accepted Answer

A)  a market-product strategy.
B)  diversification.
C)  market modification.
D)  product modification.
E)  product repositioning.F) D) and E)
G) B) and E)

Question 12

FIGURE 11-1 
-The stage in the product life cycle labeled "D" in Figure 11-1 above is called

Accepted Answer

A)  introduction.
B)  maturity.
C)  growth.
D)  diversification.
E)  decline.F) C) and D)
G) A) and E)

Question 13

FIGURE 11-10 
-Companies can employ several different branding strategies.In Figure 11-10 above, "A" represents __________ branding strategy.

Accepted Answer

A)  retailer
B)  multiproduct
C)  multibranding
D)  private
E)  mixedF) B) and D)
G) C) and D)

Question 14

Market modification refers to

Accepted Answer

A)  strategies that alter a product's characteristics, such as its quality, performance, or appearance, to increase the product's value to customers and increase sales.
B)  a 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 markets.
C)  a strategy in which a company tries to find new customers and increase a product's use among users who "strayed" but will return again.
D)  a strategy whereby a firm drops its lowest producing market segment and replaces it with an entirely new target market.
E)  a strategy of blending the lowest producing market segments into one new target market in order to enjoy marketing economies of scale.F) A) and B)
G) C) and D)

Question 15

Originally intended as a single pant for every situation, Dockers, the U.S.market leader in casual pants now promotes different looks for different usage situations work, weekend, dress, and golf.Dockers new strategy is designed to

Accepted Answer

A)  create brand awareness.
B)  create a new use situation.
C)  increase a product's use.
D)  find new customers.
E)  lower surplus inventory levels.F) A) and E)
G) A) and C)

Question 16

Generally, the average length of time it takes for a product category to move from the introduction stage of its product life cycle to the decline stage is

Accepted Answer

A)  18 months.
B)  5-10 years.
C)  20 years.
D)  30 years.
E)  unpredictable.F) A) and E)
G) A) and D)

Question 17

FIGURE 11-10 
-Companies can employ several different branding strategies.In Figure 11-10 above, "D" represents _________ branding strategy.

Accepted Answer

A)  retailer
B)  multiproduct
C)  multibranding
D)  private
E)  mixedF) B) and D)
G) A) and E)

Question 18

The Phillies segment their fans primarily upon what basis?

Accepted Answer

A)  location
B)  interests
C)  income
D)  occupation
E)  ageF) B) and E)
G) A) and B)

Question 19

Combining a corporate brand with a new brand is referred to as

Accepted Answer

A)  subbranding.
B)  multiproduct branding.
C)  mixed branding.
D)  generic branding.
E)  family branding.F) A) and D)
G) B) and D)

Question 20

A branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment is referred to as __________.

Accepted Answer

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

Exam 11: Managing Successful Products, Services, and Brands

Figure 11-2 above represents the stages of the product life cycle.What does the curve labeled "A" represent in this graphic?

Correct Answer
verified

Generally, the average length of time it takes for a product category to move from the introduction stage of its product life cycle to the decline stage is

Correct Answer
verified

Product modification refers to

Correct Answer
verified

FIGURE 11-10 -Companies can employ several different branding strategies.In Figure 11-10 above, "A" represents __________ branding strategy.

Correct Answer
verified

Combining a corporate brand with a new brand is referred to as

Correct Answer
verified

Correct Answer
verified

FIGURE 11-10 -Companies can employ several different branding strategies.In Figure 11-10 above, "D" represents _________ branding strategy.

Correct Answer
verified

A branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment is referred to as __________.

Correct Answer
verified

The Phillies segment their fans primarily upon what basis?

Correct Answer
verified

Market modification refers to

Correct Answer
verified

Products such as Yoplait's Go-GURT $\rarr$ portable low fat yogurt in a tube demonstrate the importance of _________ in packaging.

Correct Answer
verified

Which of the following is an example of a product in the maturity stage of the product life cycle?

Correct Answer
verified

Figure 11-6 above shows five categories and profiles of product adopters.Leaders in social setting, and have slightly above average education are called _ and would be found in cell _.

Correct Answer
verified

Explain the difference between primary demand and selective demand.

Correct Answer
verified
Primary demand is a desire for...
View Answer

One type of television show is the category called reality shows.According to the product life cycle, what was the objective of the marketers of these reality shows when they were in the introduction stage of the product life cycle?

Correct Answer
verified

Originally intended as a single pant for every situation, Dockers, the U.S.market leader in casual pants now promotes different looks for different usage situations work, weekend, dress, and golf.Dockers new strategy is designed to

Correct Answer
verified

Correct Answer
verified

When selecting a brand name it is recommended that the name suggests product features; be memorable; have no legal or regulatory restrictions; be distinctive and positive; fit the company or product image; be simple and emotional and

Correct Answer
verified

FIGURE 11-1 -The stage in the product life cycle labeled "D" in Figure 11-1 above is called

Correct Answer
verified

The chief purpose of __________ is to confront competitor brands.

Correct Answer
verified

Exam 11: Managing Successful Products, Services, and Brands

Figure 11-2 above represents the stages of the product life cycle.What does the curve labeled "A" represent in this graphic?

Correct AnswerverifiedShow Answer

Generally, the average length of time it takes for a product category to move from the introduction stage of its product life cycle to the decline stage is

Correct AnswerverifiedShow Answer

Product modification refers to

Correct AnswerverifiedShow Answer

FIGURE 11-10 -Companies can employ several different branding strategies.In Figure 11-10 above, "A" represents __________ branding strategy.

Correct AnswerverifiedShow Answer

Combining a corporate brand with a new brand is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

FIGURE 11-10 -Companies can employ several different branding strategies.In Figure 11-10 above, "D" represents _________ branding strategy.

Correct AnswerverifiedShow Answer

A branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment is referred to as __________.

Correct AnswerverifiedShow Answer

The Phillies segment their fans primarily upon what basis?

Correct AnswerverifiedShow Answer

Market modification refers to

Correct AnswerverifiedShow Answer

Products such as Yoplait's Go-GURT →\rarr→ portable low fat yogurt in a tube demonstrate the importance of _________ in packaging.

Correct AnswerverifiedShow Answer

Which of the following is an example of a product in the maturity stage of the product life cycle?

Correct AnswerverifiedShow Answer

Figure 11-6 above shows five categories and profiles of product adopters.Leaders in social setting, and have slightly above average education are called _________ and would be found in cell _________.

Correct AnswerverifiedShow Answer

Explain the difference between primary demand and selective demand.

Correct AnswerverifiedPrimary demand is a desire for...View AnswerShow Answer

One type of television show is the category called reality shows.According to the product life cycle, what was the objective of the marketers of these reality shows when they were in the introduction stage of the product life cycle?

Correct AnswerverifiedShow Answer

Originally intended as a single pant for every situation, Dockers, the U.S.market leader in casual pants now promotes different looks for different usage situations work, weekend, dress, and golf.Dockers new strategy is designed to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

When selecting a brand name it is recommended that the name suggests product features; be memorable; have no legal or regulatory restrictions; be distinctive and positive; fit the company or product image; be simple and emotional and

Correct AnswerverifiedShow Answer

FIGURE 11-1 -The stage in the product life cycle labeled "D" in Figure 11-1 above is called

Correct AnswerverifiedShow Answer

The chief purpose of __________ is to confront competitor brands.

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
verified

Products such as Yoplait's Go-GURT $\rarr$ portable low fat yogurt in a tube demonstrate the importance of _________ in packaging.

Correct Answer
verified

Correct Answer
verified

Figure 11-6 above shows five categories and profiles of product adopters.Leaders in social setting, and have slightly above average education are called _ and would be found in cell _.

Correct Answer
verified

Correct Answer
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Primary demand is a desire for...
View Answer

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