Question 1

The Make a Wish Foundation brand name is especially effective because it __________.

Accepted Answer

A)  is easy to spell and pronounce
B)  is not easily imitated
C)  suggests the service's benefits
D)  demands a hint of moral obligation
E)  is devoid of emotionF) A) and C)
G) C) and D)

Question 2

Products that experience rapid sales on introduction and then an equally rapid decline are called __________ products.

Accepted Answer

A)  high-learning
B)  low-learning
C)  fashion
D)  fad
E)  primaryF) None of the above
G) C) and D)

Question 3

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

Accepted Answer

A)  advertising emphasis switches to primary demand
B)  a growing proportion of initial purchasers to repeat purchasers
C)  addition of new or modified product features
D)  profit margins increase as sales increase
E)  there are a limited number of retail outlets for greater quality controlF) A) and E)
G) None of the above

Question 4

A strategy of harvesting may be employed in the decline stage of a product life to __________.

Accepted Answer

A)  maintain primary demand for a product category
B)  acquire as many new customers as possible
C)  maintain the ability to meet ongoing customers' requests
D)  eliminate all production costs
E)  reposition the productF) A) and D)
G) A) and E)

Question 5

Imagine that Post Cereal introduces a cereal bar-Trail Mix Crunch-just like the ones Kellogg's and General Mills already have on the market.Post has decided to promote the bars using ads without coupons and to price the bars at about the same price as these other brands.Post Cereal Trail Mix Crunch cereal bars will also be distributed to the same stores as the products from Kellogg's and General Mills' bars.Which of the following barriers to new product adoption will most likely prevent the Post Cereal Trail Mix Crunch cereal bars from being a successful product?

Accepted Answer

A)  value barrier
B)  psychological barrier
C)  risk barrier
D)  usage barrier
E)  social barrierF) None of the above
G) B) and D)

Question 6

The process of managing the entire customer experience with the company is referred to as

Accepted Answer

A)  services marketing.
B)  internal marketing.
C)  customer experience management.
D)  relationship marketing.
E)  gap analysis.F) A) and C)
G) None of the above

Question 7

The swoosh that appears on every Nike product is an example of a __________.

Accepted Answer

A)  copyright
B)  trade name
C)  trade mark
D)  brand name
E)  labelF) B) and C)
G) None of the above

Question 8

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

Question 9

Any word,device (design,sound,shape,or color) ,or combination of these used to distinguish a seller's goods or services is referred to as a __________.

Accepted Answer

A)  brand name
B)  copyright
C)  trade name
D)  trade mark
E)  labelF) D) and E)
G) A) and D)

Question 10

All of the following are responsibilities of a product or brand manager EXCEPT:

Accepted Answer

A)  engaging in extensive data analysis related to their products and brands.
B)  developing new products.
C)  managing existing products through the stages of their life cycles.
D)  developing and implementing strategies at the corporate level.
E)  developing and executing a marketing program described in an annual marketing plan for the product line.F) A) and C)
G) A) and E)

Question 11

The fourth and last 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 brands identity and meaning
D)  create a consumer-brand connection
E)  reward loyal customer behaviorF) A) and B)
G) None of the above

Question 12

When selecting a brand name,it should: (1) __________; (2) be memorable,distinctive,and positive; (3) fit the company or product image; (4) have no legal or regulatory restrictions; and (5) be simple and emotional.

Accepted Answer

A)  never have a humorous connotation
B)  suggest product benefits
C)  not be easily imitated
D)  be patented
E)  easy to spell and pronounceF) A) and E)
G) B) and C)

Question 13

Charging different prices during different times of the day or during different days of the week to reflect variations in demand for a service is referred to as

Accepted Answer

A)  capacity pricing.
B)  idle production pricing.
C)  customer contact pricing.
D)  derived demand pricing.
E)  off-peak pricing.F) A) and E)
G) D) and E)

Question 14

For consumers,the primary benefit of branding is __________.

Accepted Answer

A)  products tend to be higher in quality
B)  it helps consumers become more efficient shoppers
C)  branded items are more readily available in retail outlets
D)  brand items are usually more expensive because of the cost to register them with the Federal Trade Commission (FT
C)  
E)  they are often rewarded with buyer loyalty incentivesF) C) and E)
G) A) and C)

Question 15

Which of the following statements regarding the maturity stage of the product life cycle is most accurate?

Accepted Answer

A)  Technological forces often push a product from the introduction stage to the maturity stage.
B)  During this stage,companies add more distribution outlets to maximize target market coverage.
C)  Sales increase at a decreasing rate as fewer new buyers enter the market.
D)  Industry profits peak because production and distribution costs are declining.
E)  Total industry profits exceed total industry sales.F) B) and C)
G) C) and D)

Question 16

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 are to be discarded.Unfortunately,the production process cannot be patented,so competitors could enter the market within a year.Which of the following is the best description of the product life cycle of this product?

Accepted Answer

A)  rapid growth followed by rapid decline
B)  long,level beginning,and rapid ascent
C)  moderately slow introduction,followed by modest growth,gradually leveling off
D)  high introductory sales,with rapid decline
E)  high initial sales followed by slow declineF) C) and E)
G) B) and C)

Question 17

Promotional expenses at the maturity stage of the product life cycle are often designed to __________.

Accepted Answer

A)  convince those who have abandoned the brand to try it again
B)  maintain market share
C)  create a sense of nostalgia
D)  attract more price conscious consumers
E)  thwart the growing number of competitors that have entered the marketF) D) and E)
G) B) and D)

Question 18

The appearance of the environment in which the service is delivered and where the firm and customer interact can influence the customer's __________ of the service.

Accepted Answer

A)  repeat usage
B)  evaluation
C)  exploitation
D)  utilization
E)  perceptionF) A) and E)
G) A) and D)

Question 19

Thirty-six percent of sales at supermarkets in the United Kingdom carry the stores' own brand names.Eighteen percent of all supermarket sales in France and Germany carry the stores' own brand names.And in the U.S.,14 percent carry the stores' own brand names.These stores use a __________ strategy to sell other manufacturers products with their own brand names.

Accepted Answer

A)  generic branding
B)  multibranding
C)  co-branding
D)  multiproduct branding
E)  private brandingF) A) and B)
G) A) and C)

Question 20

In the seven Ps of services marketing,the term "process" involves not only "what" gets created but also

Accepted Answer

A)  "if" it gets created at all.
B)  "how" it gets created.
C)  "when" it gets created.
D)  for "whom" it gets created.
E)  "why" it gets created.F) C) and D)
G) A) and E)

Exam 10: Managing Successful Products, Services, and Brands

Products that experience rapid sales on introduction and then an equally rapid decline are called __________ products.

Correct Answer
verified

In the seven Ps of services marketing,the term "process" involves not only "what" gets created but also

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

The swoosh that appears on every Nike product is an example of a __________.

Correct Answer
verified

For consumers,the primary benefit of branding is __________.

Correct Answer
verified

Charging different prices during different times of the day or during different days of the week to reflect variations in demand for a service is referred to as

Correct Answer
verified

A strategy of harvesting may be employed in the decline stage of a product life to __________.

Correct Answer
verified

Promotional expenses at the maturity stage of the product life cycle are often designed to __________.

Correct Answer
verified

The process of managing the entire customer experience with the company is referred to as

Correct Answer
verified

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

The fourth and last step in the sequential process of building brand equity is to __________.

Correct Answer
verified

Any word,device (design,sound,shape,or color) ,or combination of these used to distinguish a seller's goods or services is referred to as a __________.

Correct Answer
verified

The appearance of the environment in which the service is delivered and where the firm and customer interact can influence the customer's __________ of the service.

Correct Answer
verified

When selecting a brand name,it should: (1) __________; (2) be memorable,distinctive,and positive; (3) fit the company or product image; (4) have no legal or regulatory restrictions; and (5) be simple and emotional.

Correct Answer
verified

The Make a Wish Foundation brand name is especially effective because it __________.

Correct Answer
verified

Correct Answer
verified

All of the following are responsibilities of a product or brand manager EXCEPT:

Correct Answer
verified

Which of the following statements regarding the maturity stage of the product life cycle is most accurate?

Correct Answer
verified

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

Products that experience rapid sales on introduction and then an equally rapid decline are called __________ products.

Correct AnswerverifiedShow Answer

In the seven Ps of services marketing,the term "process" involves not only "what" gets created but also

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The swoosh that appears on every Nike product is an example of a __________.

Correct AnswerverifiedShow Answer

For consumers,the primary benefit of branding is __________.

Correct AnswerverifiedShow Answer

Charging different prices during different times of the day or during different days of the week to reflect variations in demand for a service is referred to as

Correct AnswerverifiedShow Answer

A strategy of harvesting may be employed in the decline stage of a product life to __________.

Correct AnswerverifiedShow Answer

Promotional expenses at the maturity stage of the product life cycle are often designed to __________.

Correct AnswerverifiedShow Answer

The process of managing the entire customer experience with the company is referred to as

Correct AnswerverifiedShow Answer

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

The fourth and last step in the sequential process of building brand equity is to __________.

Correct AnswerverifiedShow Answer

Any word,device (design,sound,shape,or color) ,or combination of these used to distinguish a seller's goods or services is referred to as a __________.

Correct AnswerverifiedShow Answer

The appearance of the environment in which the service is delivered and where the firm and customer interact can influence the customer's __________ of the service.

Correct AnswerverifiedShow Answer

When selecting a brand name,it should: (1) __________; (2) be memorable,distinctive,and positive; (3) fit the company or product image; (4) have no legal or regulatory restrictions; and (5) be simple and emotional.

Correct AnswerverifiedShow Answer

The Make a Wish Foundation brand name is especially effective because it __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

All of the following are responsibilities of a product or brand manager EXCEPT:

Correct AnswerverifiedShow Answer

Which of the following statements regarding the maturity stage of the product life cycle is most accurate?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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verified

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