Question 1

who tried the Gillette Fusion razor were so satisfied with it that 60 percent of them adopted the product permanently.These men are known as __________ purchasers.

Accepted Answer

A)   repeat
B)   replicate
C)   recurring
D)   reiterate
E)   die-hardF) A) and E)
G) All of the above

Question 2

Explain the difference between trading up and trading down when repositioning a product.

Accepted Answer

Often a company decides to reposition it...

Question 3

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 a __________ strategy.

Accepted Answer

A)   market-product grid
B)   diversification
C)   market modification
D)   product modification
E)   product repositioningF) A) and B)
G) A) and E)

Question 4

Dr. Pepper KISS Ad
-consumers think of Harley-Davidson,the image is of a masculine,non-conformist.With Vespa motor scooters,the image is of a brainy environmentalist.Both Vespa and Harley-Davidson ___________.

Accepted Answer

A)   have brand personalities
B)   have created brand subcultures
C)   are logotypes
D)   use co-branding
E)   use product personificationF) None of the above
G) C) and D)

Question 5

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.

Accepted Answer

A)   class
B)   form
C)   item
D)   mix
E)   conceptF) A) and E)
G) A) and D)

Question 6

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 settings and have slightly above average educations are called __________.

Accepted Answer

A)   innovators
B)   early adopters
C)   early majority
D)   late majority
E)   laggardsF) A) and B)
G) A) and C)

Question 7

Which of the following products would have a low-learning product life cycle curve?

Accepted Answer

A)   electric cars
B)   Fusion razor
C)   interactive television
D)   software for learning a foreign language
E)   convection ovensF) D) and E)
G) B) and E)

Question 8

Counterfeit products steal sales from the original manufacturer or harm the company's reputation.U.S.companies lose up to __________ each year to counterfeit products.

Accepted Answer

A)   $100 million
B)   $1 billion
C)   $10 billion
D)   $100 billion
E)   $250 billionF) A) and E)
G) B) and D)

Question 9

selecting a brand name,it should suggest product benefits; be memorable,distinctive and positive; fit the company or product image; be simple and emotional; and __________.

Accepted Answer

A)   be humorous or mysterious
B)   have no legal or regulatory restrictions
C)   be easy to spell and pronounce
D)   contain no hidden meanings
E)   suggest an air of mysteryF) A) and D)
G) A) and C)

Question 10

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in __________.

Accepted Answer

A)   lower product prices for consumers because of lower labor, raw material, and packaging costs
B)   a greener environment due to the reduction in the amount of packaging, thereby reducing the amount of waste disposed in landfills
C)   fewer product choices for consumers that led to riding prices
D)   keeping prices from rising in response to the psychological barriers consumers have developed for downsized products
E)   a subtle, deceptive, yet legal practice of increasing the priceF) B) and C)
G) B) and D)

Question 11

U.S.Patent and Trademark Office website allows you to __________.

Accepted Answer

A)   see if a brand or trade name has been registered
B)   view the list of brand franchises approved
C)   view the status of trademark infringement lawsuits
D)   copyright a book without having to use a lawyer
E)   buy unused trademarksF) B) and E)
G) C) and E)

Question 12

they were first introduced,peel-back aluminum seals were seen as a great alternative to using a traditional can opener to open cans because many people sliced their fingers with can openers.As soon as the technology became more widely available,many manufacturers switched to this safer more flexible seal.This packaging innovation demonstrated the importance of a __________.

Accepted Answer

A)   functional benefit
B)   reseller benefit
C)   communication benefit
D)   perceptual benefit
E)   psychological benefitF) B) and D)
G) A) and D)

Question 13

Coca-Cola Company is the __________ of that firm.

Accepted Answer

A)   logo
B)   brand name
C)   trade name
D)   brand identity
E)   trademarkF) C) and D)
G) B) and E)

Question 14

Companies can employ four general branding strategies,which include: (1) multiproduct branding; (2) __________; (3) private branding; and (4) mixed branding.

Accepted Answer

A)   multibranding
B)   retailer branding
C)   intermediary branding
D)   brand licensing
E)   co-brandingF) A) and E)
G) A) and D)

Question 15

life cycle of a product depends on sales to __________.

Accepted Answer

A)   consumers
B)   distributors
C)   intermediaries
D)   brokers
E)   exportersF) All of the above
G) A) and E)

Question 16

second step in the sequential process of building brand equity is to __________.

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 brand's identity and meaning
D)   create a consumer-brand connection
E)   reward loyal customer behaviorF) B) and D)
G) A) and E)

Question 17

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

Question 18

sale of two or more separate products in one package is referred to as __________.

Accepted Answer

A)   a two-for-one deal
B)   product modification
C)   product repositioning
D)   product bundling
E)   product differentiationF) A) and D)
G) C) and D)

Question 19

Express warranties __________.

Accepted Answer

A)   provide a written statement of manufacturer liability
B)   state the bounds of coverage, and more importantly, areas of noncoverage
C)   have no limits of noncoverage
D)   assign responsibility for product deficiencies to the manufacturer
E)   assign responsibility for product deficiencies on misuse by the consumerF) A) and B)
G) B) and E)

Question 20

Johnson & Johnson effectively __________ St.Joseph Aspirin as a product for infants to an adult low-strength aspirin designed to reduce the risk of heart attacks.

Accepted Answer

A)   reinvented
B)   resurrected
C)   reconfigured
D)   repositioned
E)   realignedF) A) and D)
G) A) and B)

Exam 11: Managing Successful Products,Services,and Brands

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.

Correct Answer
verified

Explain the difference between trading up and trading down when repositioning a product.

Correct Answer
verified
Often a company decides to reposition it...
View Answer

Companies can employ four general branding strategies,which include: (1) multiproduct branding; (2) __________; (3) private branding; and (4) mixed branding.

Correct Answer
verified

U.S.Patent and Trademark Office website allows you to __________.

Correct Answer
verified

Correct Answer
verified

Dr. Pepper KISS Ad -consumers think of Harley-Davidson,the image is of a masculine,non-conformist.With Vespa motor scooters,the image is of a brainy environmentalist.Both Vespa and Harley-Davidson ___________.

Correct Answer
verified

Johnson & Johnson effectively __________ St.Joseph Aspirin as a product for infants to an adult low-strength aspirin designed to reduce the risk of heart attacks.

Correct Answer
verified

Correct Answer
verified

who tried the Gillette Fusion razor were so satisfied with it that 60 percent of them adopted the product permanently.These men are known as __________ purchasers.

Correct Answer
verified

Express warranties __________.

Correct Answer
verified

Correct Answer
verified

Coca-Cola Company is the __________ of that firm.

Correct Answer
verified

Correct Answer
verified

Which of the following products would have a low-learning product life cycle curve?

Correct Answer
verified

Counterfeit products steal sales from the original manufacturer or harm the company's reputation.U.S.companies lose up to __________ each year to counterfeit products.

Correct Answer
verified

selecting a brand name,it should suggest product benefits; be memorable,distinctive and positive; fit the company or product image; be simple and emotional; and __________.

Correct Answer
verified

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in __________.

Correct Answer
verified

sale of two or more separate products in one package is referred to as __________.

Correct Answer
verified

life cycle of a product depends on sales to __________.

Correct Answer
verified

second step in the sequential process of building brand equity is to __________.

Correct Answer
verified

Exam 11: Managing Successful Products,Services,and Brands

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.

Correct AnswerverifiedShow Answer

Explain the difference between trading up and trading down when repositioning a product.

Correct AnswerverifiedOften a company decides to reposition it...View AnswerShow Answer

Companies can employ four general branding strategies,which include: (1) multiproduct branding; (2) __________; (3) private branding; and (4) mixed branding.

Correct AnswerverifiedShow Answer

U.S.Patent and Trademark Office website allows you to __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Dr. Pepper KISS Ad -consumers think of Harley-Davidson,the image is of a masculine,non-conformist.With Vespa motor scooters,the image is of a brainy environmentalist.Both Vespa and Harley-Davidson ___________.

Correct AnswerverifiedShow Answer

Johnson & Johnson effectively __________ St.Joseph Aspirin as a product for infants to an adult low-strength aspirin designed to reduce the risk of heart attacks.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

who tried the Gillette Fusion razor were so satisfied with it that 60 percent of them adopted the product permanently.These men are known as __________ purchasers.

Correct AnswerverifiedShow Answer

Express warranties __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Coca-Cola Company is the __________ of that firm.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following products would have a low-learning product life cycle curve?

Correct AnswerverifiedShow Answer

Counterfeit products steal sales from the original manufacturer or harm the company's reputation.U.S.companies lose up to __________ each year to counterfeit products.

Correct AnswerverifiedShow Answer

selecting a brand name,it should suggest product benefits; be memorable,distinctive and positive; fit the company or product image; be simple and emotional; and __________.

Correct AnswerverifiedShow Answer

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in __________.

Correct AnswerverifiedShow Answer

sale of two or more separate products in one package is referred to as __________.

Correct AnswerverifiedShow Answer

life cycle of a product depends on sales to __________.

Correct AnswerverifiedShow Answer

second step in the sequential process of building brand equity is to __________.

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
verified
Often a company decides to reposition it...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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