Question 1

Introduced by Procter & Gamble in 1928, and used by such consumer goods firms as General Foods and PepsiCo and by industrial firms such as Intel and Hewlett-Packard, the product manager manages the marketing efforts for

Accepted Answer

A)  all of the corporation's products or brands.
B)  diverse assortment of varied products or brands.
C)  all existing products through the stages of the life cycle.
D)  those aspects of products or brands that require close fiscal scrutiny.
E)  a close-knit family of products or brands.F) D) and E)
G) B) and C)

Question 2

Directions on how and when to use a product and the composition of a product that appear on packaging are examples of what kind of benefits?

Accepted Answer

A)  communication benefits
B)  self-realization benefits
C)  perceptual benefits
D)  protection benefits
E)  storage benefitsF) None of the above
G) B) and E)

Question 3

Reducing the content of packages without changing package size and maintaining or increasing the package price is referred to as _________.

Accepted Answer

A)  top-down marketing
B)  trading up
C)  bottom-up marketing
D)  game-playing
E)  downsizingF) C) and D)
G) A) and E)

Question 4

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

Accepted Answer

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

Question 5

Compared with the multiproduct strategy, advertising and promotion costs tend to be higher with _________ because the company must generate awareness among consumers and retailers for each new brand name without the benefit of any previous impressions.

Accepted Answer

A)  trademarked branding
B)  private branding
C)  multibranding
D)  multiproduct branding
E)  mixed brandingF) All of the above
G) D) and E)

Question 6

The term branding refers to

Accepted Answer

A)  the licensing of a name, phrase, design, symbol, or combination of these, for a period of 17 years at which time a firm may renew its rights to them.
B)  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.
C)  assigning the same name or part of a name to all products in a firm's product mix.
D)  the identification of an organization's products based upon individual CPUS or SKUS.
E)  selecting a name, phrase, design, or symbol that best reflects a product's features provided the concept is generic.F) None of the above
G) A) and C)

Question 7

The first step in the sequential building process of brand equity is _________.

Accepted Answer

A)  develop positive brand awareness
B)  establish a brand's meaning in the minds of consumers
C)  elicit the proper consumer responses to a brands identity and meaning
D)  create a consumer-brand connection
E)  reward loyal customer behaviorF) A) and B)
G) C) and E)

Question 8

FIGURE 11-14 
-McDonald's familiar Golden Arches logo depicted in Figure 11-14 above, is an important part of the company's __________ strategy.

Accepted Answer

A)  ownership
B)  exclusivity
C)  branding
D)  patent
E)  integrationF) C) and E)
G) D) and E)

Question 9

FIGURE 11-5 
-The product life cycle (PLC)  shown in "C" in Figure 11-5 above is an example of a __________ PLC.

Accepted Answer

A)  high-learning product
B)  low-learning product
C)  fashion product
D)  fad product
E)  introductoryF) A) and C)
G) C) and E)

Question 10

FIGURE 11- 
-In Figure 11-9 above, "B" and "C" represents the third step in the sequential building process of brand equity which would be to elicit the proper consumer responses to a brand's identity and meaning through _________.

Accepted Answer

A)  brand identity/brand emotion
B)  brand performance/ brand imagery
C)  consumer judgments/consumer feelings
D)  brand connotation/brand awareness
E)  consumer feelings/brand imageryF) A) and B)
G) D) and E)

Question 11

One of the most popular means to gain consumer trial is through

Accepted Answer

A)  demonstrations
B)  free samples
C)  press releases
D)  celebrity endorsements
E)  product diffusionF) A) and E)
G) A) and D)

Question 12

As product adopters, members of the early majority typically

Accepted Answer

A)  fear 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) B) and C)
G) None of the above

Question 13

Gillette spent $200 million in advertising to introduce the Fusion shaving system to male shavers.Such expenditures are often made to stimulate _________, or desire for the product class, rather than for a specific brand, when there are no competitors with the same product.

Accepted Answer

A)  secondary demand
B)  introductory demand
C)  primary demand
D)  discretionary demand
E)  repeat purchaseF) B) and C)
G) A) and C)

Question 14

FIGURE 11-7 
-In the Using Marketing Dashboards Figure 11-7 above, the information presented suggests that 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 under 6 years old
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) A) and E)
G) D) and E)

Question 15

Which of the following is a characteristic of the growth stage of the product life cycle?

Accepted Answer

A)  advertising shifts emphasis to stimulate selective demand
B)  growing proportion of trial purchasers
C)  product features remain unchanged
D)  profit margins increase as sales increase
E)  products are in the maximum number of outletsF) D) and E)
G) C) and E)

Question 16

Interactive television with video-on-demand capabilities changes how people watch television and how consumers access the Internet.This technology requires significant customer education for most people.What type of a product life cycle would be associated with this product?

Accepted Answer

A)  exceptional
B)  high-learning
C)  low-learning
D)  fashion
E)  fadF) A) and C)
G) A) and E)

Question 17

The two most common pricing alternatives for products in the introduction stage of the product life cycle are _________ and _________.

Accepted Answer

A)  skimming; penetration
B)  competitive pricing; price matching
C)  one-line pricing; quantity discount pricing
D)  skimming; one-line pricing
E)  penetration; quantity discount pricingF) B) and D)
G) B) and E)

Question 18

The preference for a specific brand is called ________ demand.

Accepted Answer

A)  selective
B)  secondary
C)  primary
D)  derived
E)  genericF) A) and B)
G) None of the above

Question 19

The fourth step in the sequential building process of brand equity is _________.

Accepted Answer

A)  develop positive brand awareness
B)  establish a brand's meaning in the minds of consumers
C)  elicit the proper consumer responses to a brands identity and meaning
D)  create a consumer-brand connection
E)  reward loyal customer behaviorF) A) and B)
G) None of the above

Question 20

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

Accepted Answer

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

Exam 11: Managing Successful Products, Services, and Brands

The term branding refers to

Correct AnswerverifiedShow Answer

FIGURE 11- -In Figure 11-9 above, "B" and "C" represents the third step in the sequential building process of brand equity which would be to elicit the proper consumer responses to a brand's identity and meaning through _________.

Correct AnswerverifiedShow Answer

As product adopters, members of the early majority typically

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The first step in the sequential building process of brand equity is _________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The two most common pricing alternatives for products in the introduction stage of the product life cycle are _________ and _________.

Correct AnswerverifiedShow Answer

Interactive television with video-on-demand capabilities changes how people watch television and how consumers access the Internet.This technology requires significant customer education for most people.What type of a product life cycle would be associated with this product?

Correct AnswerverifiedShow Answer

Gillette spent $200 million in advertising to introduce the Fusion shaving system to male shavers.Such expenditures are often made to stimulate _________, or desire for the product class, rather than for a specific brand, when there are no competitors with the same product.

Correct AnswerverifiedShow Answer

Reducing the content of packages without changing package size and maintaining or increasing the package price is referred to as _________.

Correct AnswerverifiedShow Answer

Which of the following is a characteristic of the growth stage of the product life cycle?

Correct AnswerverifiedShow Answer

Compared with the multiproduct strategy, advertising and promotion costs tend to be higher with _________ because the company must generate awareness among consumers and retailers for each new brand name without the benefit of any previous impressions.

Correct AnswerverifiedShow Answer

One of the most popular means to gain consumer trial is through

Correct AnswerverifiedShow Answer

The fourth step in the sequential building process of brand equity is _________.

Correct AnswerverifiedShow Answer

FIGURE 11-14 -McDonald's familiar Golden Arches logo depicted in Figure 11-14 above, is an important part of the company's __________ strategy.

Correct AnswerverifiedShow Answer

Introduced by Procter & Gamble in 1928, and used by such consumer goods firms as General Foods and PepsiCo and by industrial firms such as Intel and Hewlett-Packard, the product manager manages the marketing efforts for

Correct AnswerverifiedShow Answer

The preference for a specific brand is called ________ demand.

Correct AnswerverifiedShow Answer

Directions on how and when to use a product and the composition of a product that appear on packaging are examples of what kind of benefits?

Correct AnswerverifiedShow Answer

FIGURE 11-7 -In the Using Marketing Dashboards Figure 11-7 above, the information presented suggests that which segment consumes the most fruit drinks?

Correct AnswerverifiedShow Answer

FIGURE 11-5 -The product life cycle (PLC) shown in "C" in Figure 11-5 above is an example of a __________ PLC.

Correct AnswerverifiedShow Answer

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The two most common pricing alternatives for products in the introduction stage of the product life cycle are _ and _.

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