Question 1

Gatorade offers a range of product offerings. The firm uses one name for all its products in a product class. Gatorade is using a ________ strategy.

Accepted Answer

A)   multibranding
B)   family branding
C)   co-branding
D)   dual branding
E)   mixed brandingF) A) and B)
G) A) and C)

Question 2

Identify and describe the stages of the generalized product life cycle. For each stage, specify the marketing objective a firm should attempt to achieve.

Accepted Answer

There are four stages of the generalized...

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 selective demand.
B)   A growing proportion of trial purchases come from brand loyal users.
C)   Product features remain unchanged.
D)   Profit margins increase as sales increase.
E)   The product is sold in a narrowly selected number of retail outlets.F) B) and C)
G) A) and D)

Question 4

All of the following are benefits to be stressed during the promotion of services except which?

Accepted Answer

A)   low price
B)   consistent quality
C)   location
D)   availability
E)   efficient and courteous serviceF) C) and E)
G) None of the above

Question 5

Figure 10-3
-The product life cycle shown in C in Figure 10-3 above is an example of a ________ product.

Accepted Answer

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

Question 6

A ________ at Justin's is responsible for a category such as nut butters or butter cups. He or she develops all elements of that brand, from the promotional strategy, to everyday pricing, to working with the sales team.

Accepted Answer

A)   chief marketing officer (CMO) .
B)   brand manager.
C)   marketing manager.
D)   category manager.
E)   sales manager.F) A) and E)
G) None of the above

Question 7

Downsizing reduces the

Accepted Answer

A)   quality of materials without changing the price.
B)   product's price along with the quality of the materials.
C)   package content without changing its size and maintaining or increasing the package price.
D)   number of product features.
E)   number of product items in a product line.F) A) and E)
G) D) and E)

Question 8

All of the following are factors triggering the need for product repositioning except which?

Accepted Answer

A)   creating a new use situation
B)   reaching a new market
C)   catching a rising trend
D)   changing the value offered
E)   reacting to a competitor's positionF) D) and E)
G) A) and E)

Question 9

An entire product category or industry is referred to as

Accepted Answer

A)   product form.
B)   product class.
C)   product line.
D)   product mix.
E)   product item.F) A) and E)
G) All of the above

Question 10

Gatorade Thirst Quencher displays the letter G front and center along with the brand's iconic bolt. According to the company, "G represents the heart, hustle, and soul of athleticism and will become a badge of pride for anyone who sweats, no matter where they're active." This is an example of ________ benefits of its packaging.

Accepted Answer

A)   perceptual
B)   functional
C)   communications
D)   physical
E)   tangibleF) B) and E)
G) A) and D)

Question 11

Thirty 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)   product modification
D)   market modification
E)   product repositioningF) B) and E)
G) C) and D)

Question 12

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) D) and E)
G) C) and E)

Question 13

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

Accepted Answer

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

Question 14

Private branding refers to a branding strategy in which a firm

Accepted Answer

A)   gives each product a distinct name when each brand is intended for a different market segment.
B)   uses different brand names for the same product across multiple countries.
C)   uses one name for all its products in a product class.
D)   produces products but sells them under the brand name of a wholesaler or retailer.
E)   contractually, and for a fee, allows other firms to use its brand name, requiring that the product be made to its specifications.F) B) and C)
G) None of the above

Question 15

The less-expensive matinee movie pricing offered on shows prior to 4 p.m. is an example of

Accepted Answer

A)   price lining.
B)   price differentiation.
C)   off-peak pricing.
D)   bait-and-switch pricing.
E)   idle production pricing.F) B) and E)
G) C) and D)

Question 16

Figure 10-6
-Figure 10-6 above shows the sequential process of building brand equity. The second step is to establish a brand's meaning in the minds of consumers. This step consists of two dimensions, B and C, which represent

Accepted Answer

A)   brand performance and brand imagery.
B)   brand identity and brand emotion.
C)   consumer judgments and consumer feelings.
D)   brand awareness and consumer-brand connection.
E)   consumer feelings and brand imagery.F) D) and E)
G) A) and B)

Question 17

Which of the following barriers does downsizing try to combat when consumers may either adopt a new product or repurchase an existing one?

Accepted Answer

A)   risk barriers
B)   usage barriers
C)   feature bloat barriers
D)   psychological barriers
E)   value barriersF) B) and E)
G) C) and D)

Question 18

Multiproduct branding is a branding strategy

Accepted Answer

A)   that involves giving each product a distinct name when each brand is intended for a different market segment.
B)   that uses different brand names for the same product across multiple countries.
C)   in which a company uses one name for all its products in a product class.
D)   in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer.
E)   in which a company uses a contractual agreement to allow someone else to use its brand name for a fee.F) A) and B)
G) B) and E)

Question 19

Figure 10-4
-Figure 10-4 shows that in 2005, digital music (mp3)  downloads were in which stage of the product life cycle?

Accepted Answer

A)   introduction
B)   growth
C)   maturity
D)   harvest
E)   declineF) All of the above
G) None of the above

Question 20

Hormel owns a variety of brands, including Jennie-O, Muscle Milk, Skippy, and Justin's. For these brands, Hormel uses a ________ strategy.

Accepted Answer

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

Exam 10: Managing Successful Products, Services, and Brands

All of the following are factors triggering the need for product repositioning except which?

Correct Answer
verified

All of the following are benefits to be stressed during the promotion of services except which?

Correct Answer
verified

Correct Answer
verified

Multiproduct branding is a branding strategy

Correct Answer
verified

A ________ at Justin's is responsible for a category such as nut butters or butter cups. He or she develops all elements of that brand, from the promotional strategy, to everyday pricing, to working with the sales team.

Correct Answer
verified

Which of the following barriers does downsizing try to combat when consumers may either adopt a new product or repurchase an existing one?

Correct Answer
verified

An entire product category or industry is referred to as

Correct Answer
verified

Identify and describe the stages of the generalized product life cycle. For each stage, specify the marketing objective a firm should attempt to achieve.

Correct Answer
verified
There are four stages of the generalized...
View Answer

Figure 10-3 -The product life cycle shown in C in Figure 10-3 above is an example of a ________ product.

Correct Answer
verified

The less-expensive matinee movie pricing offered on shows prior to 4 p.m. is an example of

Correct Answer
verified

Figure 10-4 -Figure 10-4 shows that in 2005, digital music (mp3) downloads were in which stage of the product life cycle?

Correct Answer
verified

Downsizing reduces the

Correct Answer
verified

Figure 10-6 -Figure 10-6 above shows the sequential process of building brand equity. The second step is to establish a brand's meaning in the minds of consumers. This step consists of two dimensions, B and C, which represent

Correct Answer
verified

Gatorade offers a range of product offerings. The firm uses one name for all its products in a product class. Gatorade is using a ________ strategy.

Correct Answer
verified

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

Correct Answer
verified

Private branding refers to a branding strategy in which a firm

Correct Answer
verified

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

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

Correct Answer
verified

Hormel owns a variety of brands, including Jennie-O, Muscle Milk, Skippy, and Justin's. For these brands, Hormel uses a ________ strategy.

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

All of the following are factors triggering the need for product repositioning except which?

Correct AnswerverifiedShow Answer

All of the following are benefits to be stressed during the promotion of services except which?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Multiproduct branding is a branding strategy

Correct AnswerverifiedShow Answer

A ________ at Justin's is responsible for a category such as nut butters or butter cups. He or she develops all elements of that brand, from the promotional strategy, to everyday pricing, to working with the sales team.

Correct AnswerverifiedShow Answer

Which of the following barriers does downsizing try to combat when consumers may either adopt a new product or repurchase an existing one?

Correct AnswerverifiedShow Answer

An entire product category or industry is referred to as

Correct AnswerverifiedShow Answer

Identify and describe the stages of the generalized product life cycle. For each stage, specify the marketing objective a firm should attempt to achieve.

Correct AnswerverifiedThere are four stages of the generalized...View AnswerShow Answer

Figure 10-3 -The product life cycle shown in C in Figure 10-3 above is an example of a ________ product.

Correct AnswerverifiedShow Answer

The less-expensive matinee movie pricing offered on shows prior to 4 p.m. is an example of

Correct AnswerverifiedShow Answer

Figure 10-4 -Figure 10-4 shows that in 2005, digital music (mp3) downloads were in which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Downsizing reduces the

Correct AnswerverifiedShow Answer

Figure 10-6 -Figure 10-6 above shows the sequential process of building brand equity. The second step is to establish a brand's meaning in the minds of consumers. This step consists of two dimensions, B and C, which represent

Correct AnswerverifiedShow Answer

Gatorade offers a range of product offerings. The firm uses one name for all its products in a product class. Gatorade is using a ________ strategy.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Private branding refers to a branding strategy in which a firm

Correct AnswerverifiedShow Answer

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

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

Correct AnswerverifiedShow Answer

Hormel owns a variety of brands, including Jennie-O, Muscle Milk, Skippy, and Justin's. For these brands, Hormel uses a ________ strategy.

Correct AnswerverifiedShow 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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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
There are four stages of the generalized...
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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Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

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

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