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Exam 11: Managing Successful Products, Services, and Brands

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Question 141

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Which of the following statements about product line extensions is most accurate?

A) A product line extension strategy typically leads to increased advertising costs.
B) There are no risks associated with a product line extension strategy.
C) When the Clorox Company joins with Kroger supermarkets to advertise Clorox products in a local newspaper,it is engaged in a product line extension.
D) A product line extension is a form of multiproduct branding.
E) A product line extension is a form of multibranding.

F) B) and C)
G) A) and E)

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Question 142

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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) __________;and (4) creating an intense,active,and loyal consumer-brand connection.

A) forming a brand personality
B) easing consumers' decision making
C) developing brand licensing criteria
D) rewarding loyal customer behavior
E) eliciting the proper consumer responses to a brand's identity and meaning

F) None of the above
G) D) and E)

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Question 143

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The strategy of trading down involves __________.

For many years,Kellogg's Frosted Flakes,a ready-to-eat breakfast cereal,was perceived as a cereal for children.Tony the Tiger,a cartoon character,extolled Frosted Flakes,and advertisements depicted children enjoying the product with Tony in competitive situations.Recently,in response to declining sales of Frosted Flakes,the cereal-maker has adopted a new series of advertisements that show adults admitting that they enjoy Frosted Flakes,too.Kellogg's is attempting to __________.

Industry analysts estimate that the number of e-mail mailboxes worldwide will grow to __________ by 2016.

One of the primary benefits of branding for consumers is that branding __________.

The concept of the diffusion of innovation shows how a product "diffuses" or spreads through the population over time.The consumer population is divided into five categories of product adopters based on when they adopt (i.e. ,first buy) a new product.Each product adopter category has a unique profile.Consumers who are leaders in social setting,and have slightly above average education are called __________ product adopters.

The consumers represented by "D" in Figure 11-5 above are called __________.

In 1984,IBM launched the "PCjr," its first low-priced,educational/home personal computer.Sales were poor because IBM most likely violated which criterion of picking a good brand name?

3M is a master of the __________ pricing strategy.According to a 3M manager,"We hit fast,price high,and get the heck out when the me-too products pour in."

Which stage in the product life cycle is characterized by a rapid increase in sales and the appearance of competitors?

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?

If you were a marketing manager and were presented with the information in the UMD11: CDI/BDI Marketing Dashboard above,you would determine that the __________ segment has the MOST opportunity for increasing Hawaiian Punch sales.

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.

A product manager is sometimes called a __________.

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.

Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers.Such expenditures are often made to stimulate primary demand,or desire for the product __________,rather than for a specific brand,when there are few competitors with the same product.

Figure 11-4 above shows that in 2007,digital music (mp3) downloads were in which stage of the product life cycle?

As product adopters,innovators

The concept of the diffusion of innovation shows how a product "diffuses" or spreads through the population over time.The consumer population is divided into five categories of product adopters based on when they adopt (i.e. ,first buy) a new product.Each product adopter category has a unique profile.Consumers who have a fear of debt and depend on neighbors and friends as their information sources are called __________ product adopters.