Question 1

The product life cycle shown in "A" in Figure 11-3 above is an example of a __________ product.

Accepted Answer

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

Question 2

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) B) and D)
G) A) and B)

Question 3

Your product has been suffering from steadily eroding sales.You have tried a number of options to revitalize the product's sales and profits,but after seven changes in your strategy,you have yet to find success.Which of the following actions would be the LEAST appropriate next step?

Accepted Answer

A)  delete the product from the line
B)  retain the product,but reduce its marketing costs
C)  stimulate primary demand
D)  stimulate selective demand
E)  rebrand the productF) A) and E)
G) A) and C)

Question 4

Changing the place a product occupies in a consumer's mind relative to competitive products is referred to as __________.

Accepted Answer

A)  market modification
B)  product modification
C)  product repositioning
D)  product positioning
E)  perceptual mappingF) A) and D)
G) A) and C)

Question 5

During the maturity stage of the product life cycle,profit declines PRIMARILY because __________.

Accepted Answer

A)  there are fewer and fewer competitors in the market
B)  promotional expenditures increase
C)  production costs increase the more a firm has to manufacture the same product
D)  there is fierce price competition among sellers
E)  more consumers enter the market seeking bargainsF) B) and C)
G) A) and C)

Question 6

The preference for a specific brand is called __________ demand.

Accepted Answer

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

Question 7

Which of the following is a product modification strategy?

Accepted Answer

A)  creating new advertising for a product
B)  improving a product's quality
C)  finding a new target market for a product
D)  creating a new use situation for a product
E)  altering a product's distributionF) B) and D)
G) All of the above

Question 8

Bayer Aspirin is sold in the original strength,in a safety-coated version,in an extra-strength version,and in a version designed especially for women.Bayer is using a __________ strategy.

Accepted Answer

A)  product item expansion
B)  subbranding
C)  product line extension
D)  co-branding
E)  brand extensionF) A) and B)
G) B) and E)

Question 9

A __________ product is one for which significant customer education is required and there is an extended introductory period.

Accepted Answer

A)  low-learning
B)  fashion
C)  fad
D)  substitute
E)  high-learningF) B) and C)
G) A) and E)

Question 10

Seventy-one percent of consumers consider __________ to be the best way to evaluate a new product.

Accepted Answer

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

Question 11

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

Accepted Answer

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

Question 12

A strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as __________.

Accepted Answer

A)  trimming
B)  elimination
C)  paring down
D)  deletion
E)  harvestingF) A) and B)
G) None of the above

Question 13

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) All of the above
G) A) and D)

Question 14

A new exercise video contends that with one day of fasting and a one-hour period of intense cardiovascular exercise,the average individual can lose five pounds a week and be in peak health within six months of starting the program.__________ barriers could doom the new product to failure because the product's claims are not consistent with how consumers think and behave.

Accepted Answer

A)  Psychological
B)  Social
C)  Physical
D)  Risk
E)  UsageF) B) and D)
G) B) and C)

Question 15

The life cycle of a product depends on sales to __________.

Accepted Answer

A)  consumers
B)  distributors
C)  intermediaries
D)  regulators
E)  exportersF) B) and C)
G) C) and D)

Question 16

Brand extensions is the practice of

Accepted Answer

A)  manufacturing a product under a new name that consumers will view as an entirely new product line
B)  manufacturing a new product with the same brand name for a new market segment in the same product class
C)  manufacturing accessory products for the base offering,such as Barbie clothes for Barbie Dolls
D)  licensing another firm to manufacture modified versions of the original product
E)  applying the current brand name to enter a completely different product classF) C) and D)
G) B) and E)

Question 17

A company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and/or to __________.

Accepted Answer

A)  capitalize on the price insensitivity of early buyers
B)  discourage competition from other manufacturers
C)  ease the product into its maturity stage
D)  gain the largest unit sales possible
E)  gain more distribution outletsF) A) and C)
G) A) and D)

Question 18

To better connect with its customers,Kraft did what with its Chips Ahoy! cookies?

Accepted Answer

A)  gave the products a more interesting brand personality
B)  created additional brand extensions,such as adding chocolate dipped and mint dipped cookies
C)  engaged in a co-branding effort with Blue Bell ice cream
D)  complied with ISO 9000 total quality management guidelines due to its expansion into Asian markets
E)  created a patented resealable opening in the bag for easy access and to maintain freshnessF) All of the above
G) A) and B)

Question 19

Warranties that specifically state the bounds of coverage,and more important,areas of noncoverage,are referred to as __________ warranties.

Accepted Answer

A)  express
B)  functional
C)  explicit
D)  limited-coverage
E)  impliedF) A) and D)
G) A) and C)

Question 20

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

Accepted Answer

A)  e-book readers
B)  all electric cars
C)  3D HDTVs
D)  soft drinks
E)  analog TVsF) A) and B)
G) A) and C)

Exam 11: Managing Successful Products, Services, and Brands

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

Correct Answer
verified

Your product has been suffering from steadily eroding sales.You have tried a number of options to revitalize the product's sales and profits,but after seven changes in your strategy,you have yet to find success.Which of the following actions would be the LEAST appropriate next step?

Correct Answer
verified

The preference for a specific brand is called __________ demand.

Correct Answer
verified

Changing the place a product occupies in a consumer's mind relative to competitive products is referred to as __________.

Correct Answer
verified

Brand extensions is the practice of

Correct Answer
verified

Bayer Aspirin is sold in the original strength,in a safety-coated version,in an extra-strength version,and in a version designed especially for women.Bayer is using a __________ strategy.

Correct Answer
verified

Seventy-one percent of consumers consider __________ to be the best way to evaluate a new product.

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

To better connect with its customers,Kraft did what with its Chips Ahoy! cookies?

Correct Answer
verified

Warranties that specifically state the bounds of coverage,and more important,areas of noncoverage,are referred to as __________ warranties.

Correct Answer
verified

Which of the following is a product modification strategy?

Correct Answer
verified

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

Correct Answer
verified

The product life cycle shown in "A" in Figure 11-3 above is an example of a __________ product.

Correct Answer
verified

A __________ product is one for which significant customer education is required and there is an extended introductory period.

Correct Answer
verified

The life cycle of a product depends on sales to __________.

Correct Answer
verified

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

Correct Answer
verified

During the maturity stage of the product life cycle,profit declines PRIMARILY because __________.

Correct Answer
verified

A strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as __________.

Correct Answer
verified

A company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and/or to __________.

Correct Answer
verified

Exam 11: Managing Successful Products, Services, and Brands

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

Correct AnswerverifiedShow Answer

Your product has been suffering from steadily eroding sales.You have tried a number of options to revitalize the product's sales and profits,but after seven changes in your strategy,you have yet to find success.Which of the following actions would be the LEAST appropriate next step?

Correct AnswerverifiedShow Answer

The preference for a specific brand is called __________ demand.

Correct AnswerverifiedShow Answer

Changing the place a product occupies in a consumer's mind relative to competitive products is referred to as __________.

Correct AnswerverifiedShow Answer

Brand extensions is the practice of

Correct AnswerverifiedShow Answer

Bayer Aspirin is sold in the original strength,in a safety-coated version,in an extra-strength version,and in a version designed especially for women.Bayer is using a __________ strategy.

Correct AnswerverifiedShow Answer

Seventy-one percent of consumers consider __________ to be the best way to evaluate a new product.

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

To better connect with its customers,Kraft did what with its Chips Ahoy! cookies?

Correct AnswerverifiedShow Answer

Warranties that specifically state the bounds of coverage,and more important,areas of noncoverage,are referred to as __________ warranties.

Correct AnswerverifiedShow Answer

Which of the following is a product modification strategy?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The product life cycle shown in "A" in Figure 11-3 above is an example of a __________ product.

Correct AnswerverifiedShow Answer

A __________ product is one for which significant customer education is required and there is an extended introductory period.

Correct AnswerverifiedShow Answer

The life cycle of a product depends on sales to __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

During the maturity stage of the product life cycle,profit declines PRIMARILY because __________.

Correct AnswerverifiedShow Answer

A strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as __________.

Correct AnswerverifiedShow Answer

A company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and/or to __________.

Correct AnswerverifiedShow Answer

Correct Answer
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