Question 1

Promotional expenditures at the introduction stage of the product life cycle are best spent on __________.

Accepted Answer

A)  contests and sweepstakes to stimulate selective demand
B)  product samples to create secondary demand
C)  advertising to cultivate primary demand
D)  personal endorsements to generate word of mouth demand
E)  coupons to maintain brand loyalty or static demandF) D) and E)
G) A) and E)

Question 2

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 diffusion.F) B) and D)
G) D) and E)

Question 3

Product modification refers to a marketing strategy that __________.

Accepted Answer

A)  alters a product's characteristic such as its quality,performance,or appearance to increase its value to customers and to increase sales
B)  manages a product's life cycle to increase its use among existing customers,create new use situations,or find new customers
C)  tries to find new customers and convince users who abandoned it to purchase again
D)  drops the lowest producing market segment and replaces it with an entirely new one
E)  combines the lowest producing market segment into others to achieve marketing economies of scaleF) A) and D)
G) A) and B)

Question 4

Service firms can manage their physical environment to influence customers' perceptions through

Accepted Answer

A)  service delivery management.
B)  relationship management.
C)  customer experience management.
D)  exposure management.
E)  impression management.F) B) and E)
G) B) and D)

Question 5

Apple launched its iPhone in 2007 and has become the world's best smartphone with its multitouch user interface and its "apps." The product class has experienced tremendous growth,both in terms of sales and the addition of formidable competitors such as Samsung,LG,HTC,Nokia,BlackBerry,etc.vying for market share.Which stage of the product life cycle are smartphones such as the iPhone in?

Accepted Answer

A)  decline stage
B)  commercialization stage
C)  maturity stage
D)  growth stage
E)  introduction stageF) All of the above
G) A) and C)

Question 6

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.The two indexes,CDI and BDI,stand for __________.

Accepted Answer

A)  comprehensive demographic inventory and brand designation information
B)  consumer demographic index and buyer demographic inventory
C)  category development index and brand development index
D)  consumer development index and brand development inventory
E)  category development index and buyer development inventoryF) A) and E)
G) B) and D)

Question 7

A marketing strategy that alters a product's characteristic such as its quality,performance,or appearance to increase its value and sales to customers is referred to as __________.

Accepted Answer

A)  market modification
B)  product modification
C)  product repositioning
D)  market-product synergy
E)  product managementF) A) and B)
G) B) and D)

Question 8

How long is a product life cycle? What determines its length?

Accepted Answer

There is no set time that a product take...

Question 9

A decade ago,Survivor premiered as a nighttime reality TV show during the summer season when TV ratings are normally low and TV viewing options consisted primarily of reruns.The marketing goals for the first show included making television viewers aware of its existence and generating enough excitement about the show so that millions of viewers would watch the first episode.Based on this description,the TV show was in what stage of its product life cycle?

Accepted Answer

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

Question 10

-What is the brand name of the soft drink ad shown above? Why are you able to answer this question? Specifically,what packaging benefit does this firm use?

Accepted Answer

You can tell this is a Coke bottle simpl...

Question 11

When a company sells a new product with the current brand name to enter a new market segment in its product class,it is using __________.

Accepted Answer

A)  mixed branding
B)  brand extension
C)  co-branding
D)  family branding
E)  product line extensionF) A) and B)
G) None of the above

Question 12

Which of the following statements regarding service branding is most accurate?

Accepted Answer

A)  Unlike products,services do not use subbranding.
B)  Services must include the word "service" in their brand names to assure that customers are not purchasing a product.
C)  Service firms with a well-established brand reputation will find it easier to introduce new services than those without a brand reputation.
D)  Many consumers are suspicious of service providers that offer too many service line extensions.
E)  Many service organizations,such as banks,hotels,and restaurants,do not rely heavily on branding because of the extent to which they are people-,not equipment-based services.F) C) and D)
G) B) and E)

Question 13

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 a consumer-brand connection.

Accepted Answer

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 meaningF) B) and C)
G) D) and E)

Question 14

-In the UMD10: CDI/BDI Marketing Dashboard above,which segment consumes the least amount of Hawaiian Punch?

Accepted Answer

A)  households without children
B)  households with children 13 to 18 years old
C)  households with children 6 years old or under
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) A) and B)

Question 15

During the introduction stage of the product life cycle,promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand.The consumer demand that is stimulated is referred to as __________ demand.

Accepted Answer

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

Question 16

Which of the following products has the brand name that best suggests its benefit according to the five criteria for selecting a good brand name?

Accepted Answer

A)  Spam canned meat
B)  Ken's salad dressing
C)  Formula 409 cleaner
D)  Match Light charcoal
E)  Bayer aspirinF) C) and E)
G) B) and C)

Question 17

What are the five shapes that a product life cycle can take? For each type,describe (and as an option,draw)its characteristics.

Accepted Answer

The one generalized product life cycle (...

Question 18

To handle products in the decline stage of the product life cycle,companies often use either a __________ strategy or a __________ strategy.

Accepted Answer

A)  divesting; harvesting
B)  diversification; contraction
C)  deletion; harvesting
D)  deletion; diversification
E)  building; divestingF) All of the above
G) A) and E)

Question 19

Which type of product has equally rapid introduction and decline stages of the product life cycle?

Accepted Answer

A)  high-learning products
B)  low-learning products
C)  fashion products
D)  generalized products
E)  fad productsF) All of the above
G) C) and D)

Question 20

Capacity management refers to

Accepted Answer

A)  integrating the service component of the marketing mix with efforts to influence consumer demand.
B)  when the service provider is available but there is no demand.
C)  charging different prices during different times of the day or during different days of the week to reflect variations in demand for the service.
D)  the practice of changing prices for services in real time in response to supply and demand conditions.
E)  the operating cost per hour per employee or technology subtracted from the revenue generated by each full-time employee equivalent.F) None of the above
G) C) and D)

Exam 10: Managing Successful Products, Services, and Brands

-In the UMD10: CDI/BDI Marketing Dashboard above,which segment consumes the least amount of Hawaiian Punch?

Correct Answer
verified

Promotional expenditures at the introduction stage of the product life cycle are best spent on __________.

Correct Answer
verified

How long is a product life cycle? What determines its length?

Correct Answer
verified
There is no set time that a product take...
View Answer

During the introduction stage of the product life cycle,promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand.The consumer demand that is stimulated is referred to as __________ demand.

Correct Answer
verified

To handle products in the decline stage of the product life cycle,companies often use either a strategy or a strategy.

Correct Answer
verified

Correct Answer
verified

Which type of product has equally rapid introduction and decline stages of the product life cycle?

Correct Answer
verified

-What is the brand name of the soft drink ad shown above? Why are you able to answer this question? Specifically,what packaging benefit does this firm use?

Correct Answer
verified
You can tell this is a Coke bottle simpl...
View 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) __________; and (4) creating a consumer-brand connection.

Correct Answer
verified

Service firms can manage their physical environment to influence customers' perceptions through

Correct Answer
verified

Capacity management refers to

Correct Answer
verified

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.The two indexes,CDI and BDI,stand for __________.

Correct Answer
verified

Correct Answer
verified

Product modification refers to a marketing strategy that __________.

Correct Answer
verified

A marketing strategy that alters a product's characteristic such as its quality,performance,or appearance to increase its value and sales to customers is referred to as __________.

Correct Answer
verified

Which of the following products has the brand name that best suggests its benefit according to the five criteria for selecting a good brand name?

Correct Answer
verified

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

Correct Answer
verified

Which of the following statements regarding service branding is most accurate?

Correct Answer
verified

When a company sells a new product with the current brand name to enter a new market segment in its product class,it is using __________.

Correct Answer
verified

What are the five shapes that a product life cycle can take? For each type,describe (and as an option,draw)its characteristics.

Correct Answer
verified
The one generalized product life cycle (...
View Answer

Exam 10: Managing Successful Products, Services, and Brands

-In the UMD10: CDI/BDI Marketing Dashboard above,which segment consumes the least amount of Hawaiian Punch?

Correct AnswerverifiedShow Answer

Promotional expenditures at the introduction stage of the product life cycle are best spent on __________.

Correct AnswerverifiedShow Answer

How long is a product life cycle? What determines its length?

Correct AnswerverifiedThere is no set time that a product take...View AnswerShow Answer

During the introduction stage of the product life cycle,promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand.The consumer demand that is stimulated is referred to as __________ demand.

Correct AnswerverifiedShow Answer

To handle products in the decline stage of the product life cycle,companies often use either a __________ strategy or a __________ strategy.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which type of product has equally rapid introduction and decline stages of the product life cycle?

Correct AnswerverifiedShow Answer

-What is the brand name of the soft drink ad shown above? Why are you able to answer this question? Specifically,what packaging benefit does this firm use?

Correct AnswerverifiedYou can tell this is a Coke bottle simpl...View AnswerShow 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) __________; and (4) creating a consumer-brand connection.

Correct AnswerverifiedShow Answer

Service firms can manage their physical environment to influence customers' perceptions through

Correct AnswerverifiedShow Answer

Capacity management refers to

Correct AnswerverifiedShow Answer

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.The two indexes,CDI and BDI,stand for __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Product modification refers to a marketing strategy that __________.

Correct AnswerverifiedShow Answer

A marketing strategy that alters a product's characteristic such as its quality,performance,or appearance to increase its value and sales to customers is referred to as __________.

Correct AnswerverifiedShow Answer

Which of the following products has the brand name that best suggests its benefit according to the five criteria for selecting a good brand name?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following statements regarding service branding is most accurate?

Correct AnswerverifiedShow Answer

When a company sells a new product with the current brand name to enter a new market segment in its product class,it is using __________.

Correct AnswerverifiedShow Answer

What are the five shapes that a product life cycle can take? For each type,describe (and as an option,draw)its characteristics.

Correct AnswerverifiedThe one generalized product life cycle (...View AnswerShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
There is no set time that a product take...
View Answer

Correct Answer
verified

To handle products in the decline stage of the product life cycle,companies often use either a strategy or a strategy.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
You can tell this is a Coke bottle simpl...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The one generalized product life cycle (...
View Answer