Question 1

Many nonprofit organizations have used PSAs in their media planning.What does the acronym "PSA" stand for?

Accepted Answer

A)  public service announcement
B)  publicity savings allocation
C)  publicly served audience
D)  pluralistic society allotment
E)  promotional service allocationF) A) and B)
G) B) and E)

Question 2

The Philadelphia Phillies best type of advertising is

Accepted Answer

A)  media convergence.
B)  personal selling.
C)  coupons for give-aways.
D)  word-of-mouth.
E)  advertising.F) All of the above
G) A) and E)

Question 3

The challenges of packaging and labeling are often global.Two particular types of challenges facing global manufacturers are environmental concerns and

Accepted Answer

A)  creating larger size packages to be sold at warehouse stores.
B)  making packaging a less expensive part of the marketing strategy.
C)  health and safety concerns.
D)  total quality management.
E)  cultural diversity.F) C) and E)
G) A) and C)

Question 4

The initial purchase of a product by a consumer is referred to as a(n)

Accepted Answer

A)  product sampling.
B)  product assessment.
C)  examination period.
D)  first buy.
E)  trial.F) A) and D)
G) A) and E)

Question 5

Figure 11-2 above represents the stages of the product life cycle.What does the curve labeled "B" represent in this graphic?

Accepted Answer

A)  total variable costs
B)  total fixed costs
C)  total industry profit
D)  total industry revenue
E)  total research and development costsF) C) and E)
G) A) and E)

Question 6

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

Accepted Answer

A)  is easy to spell and pronounce.
B)  contain no hidden meanings.
C)  suggests the product benefits.
D)  suggests a hint of moral obligation.
E)  conjures up birthday parties.F) B) and C)
G) B) and E)

Question 7

The _________ stage of the product life cycle occurs when a product is launched to its intended target market.

Accepted Answer

A)  concept
B)  introduction
C)  growth
D)  maturity
E)  declineF) A) and C)
G) B) and D)

Question 8

List the four sequential steps used to develop brand equity.Which step is the most difficult?

Accepted Answer

(1) The first is to develop a positive b...

Question 9

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

Accepted Answer

A)  renew interest in the product class.
B)  further product differentiation.
C)  create a sense of nostalgia.
D)  attract more price conscious consumers.
E)  "piggyback" on competitors' advertising, letting them do most of the work.F) A) and C)
G) A) and E)

Question 10

Multibranding refers to

Accepted Answer

A)  a branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment.
B)  a branding strategy that uses different brand names for the same product across multiple countries.
C)  a branding strategy in which a company uses one name for multiple products.
D)  a branding strategy in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer.
E)  a contractual agreement whereby a company allows someone else to use its brand name and usually requires that the product be made to its specifications.F) A) and E)
G) None of the above

Question 11

FIGURE 11-4 
-According to the text, the Olympus digital camera (see Figure 11-4 above) , is most likely in what stage of the product life cycle?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  harvest
E)  declineF) A) and D)
G) B) and D)

Question 12

The four steps in the sequential building process of brand equity include positive brand awareness, establishing a brand's meaning in the minds of consumers, _________, and to create a consumer-brand connection.

Accepted Answer

A)  products lower in price
B)  easing consumers' decision making
C)  eliciting the proper consumer responses
D)  products higher in value
E)  needed market modificationF) B) and E)
G) A) and C)

Question 13

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

Accepted Answer

A)  diversification or harvesting.
B)  diversification or contracting.
C)  deletion or harvesting.
D)  deletion or diversification.
E)  building or contracting.F) A) and E)
G) B) and D)

Question 14

FIGURE 10-11 
-Equity in the Huggies family brand name has allowed Kimberley-Clark to successfully use a _________ strategy to successfully leverage the strong Huggies brand equity among mothers when it introduced a full line of baby and toddler toiletries (See Figure 10-11 above) .

Accepted Answer

A)  generic branding
B)  subbranding
C)  multiproduct branding
D)  mixed branding
E)  brand extensionF) A) and D)
G) A) and B)

Question 15

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

Accepted Answer

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

Question 16

The time a product can be stored before it spoils is referred to as

Accepted Answer

A)  date of origination.
B)  protection potential.
C)  storage benefit.
D)  product life.
E)  shelf life.F) C) and D)
G) All of the above

Question 17

The Philadelphia Phillies uses the Phanatic to help the fans evaluate their experience, since a ball game experience is

Accepted Answer

A)  intangible.
B)  inseparable.
C)  inventory.
D)  inconsistent.
E)  imperfect.F) A) and B)
G) C) and D)

Question 18

Alka-Seltzer was made originally a hangover remedy that cured the headache and settled the stomach.Today, you can purchase Original Alka-Seltzer, Extra Strength Alka-Seltzer, Alka-Seltzer Morning Relief (for morning headaches and fatigue) , and Alka-Seltzer Heartburn Relief.To extend the product's sales to new markets, the makers of Alka-Seltzer have used

Accepted Answer

A)  a market-product strategy.
B)  product modification.
C)  market modification.
D)  diversification.
E)  product extension.F) A) and D)
G) A) and E)

Question 19

Certain movie theaters open on Tuesday mornings to allow parents with small children to bring them to the theater.They also advertised that the children did not need to stay seated or remain quiet since it is that this is a special day and time just for parents and their small children.Prior to developing this idea, the theaters had been closed on Tuesday mornings.In this situation, the theaters are using

Accepted Answer

A)  capacity management.
B)  image management.
C)  inseparability.
D)  exclusivity.
E)  branding.F) A) and B)
G) A) and C)

Question 20

Which of the following products would be considered as a fad product in the product life-cycle curve?

Accepted Answer

A)  parabolic skis
B)  wall walker
C)  hockey helmets
D)  microwave ovens
E)  sport drinksF) B) and E)
G) A) and C)

Exam 11: Managing Successful Products, Services, and Brands

Correct Answer
verified

The time a product can be stored before it spoils is referred to as

Correct Answer
verified

Multibranding refers to

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

The Philadelphia Phillies best type of advertising is

Correct Answer
verified

Correct Answer
verified

The initial purchase of a product by a consumer is referred to as a(n)

Correct Answer
verified

Figure 11-2 above represents the stages of the product life cycle.What does the curve labeled "B" represent in this graphic?

Correct Answer
verified

The challenges of packaging and labeling are often global.Two particular types of challenges facing global manufacturers are environmental concerns and

Correct Answer
verified

FIGURE 10-11 -Equity in the Huggies family brand name has allowed Kimberley-Clark to successfully use a _________ strategy to successfully leverage the strong Huggies brand equity among mothers when it introduced a full line of baby and toddler toiletries (See Figure 10-11 above) .

Correct Answer
verified

The Philadelphia Phillies uses the Phanatic to help the fans evaluate their experience, since a ball game experience is

Correct Answer
verified

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

Correct Answer
verified

List the four sequential steps used to develop brand equity.Which step is the most difficult?

Correct Answer
verified
(1) The first is to develop a positive b...
View Answer

Which of the following products would be considered as a fad product in the product life-cycle curve?

Correct Answer
verified

The _________ stage of the product life cycle occurs when a product is launched to its intended target market.

Correct Answer
verified

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

Correct Answer
verified

The four steps in the sequential building process of brand equity include positive brand awareness, establishing a brand's meaning in the minds of consumers, _________, and to create a consumer-brand connection.

Correct Answer
verified

FIGURE 11-4 -According to the text, the Olympus digital camera (see Figure 11-4 above) , is most likely in what stage of the product life cycle?

Correct Answer
verified

Many nonprofit organizations have used PSAs in their media planning.What does the acronym "PSA" stand for?

Correct Answer
verified

Exam 11: Managing Successful Products, Services, and Brands

Correct AnswerverifiedShow Answer

The time a product can be stored before it spoils is referred to as

Correct AnswerverifiedShow Answer

Multibranding refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The Philadelphia Phillies best type of advertising is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The initial purchase of a product by a consumer is referred to as a(n)

Correct AnswerverifiedShow Answer

Figure 11-2 above represents the stages of the product life cycle.What does the curve labeled "B" represent in this graphic?

Correct AnswerverifiedShow Answer

The challenges of packaging and labeling are often global.Two particular types of challenges facing global manufacturers are environmental concerns and

Correct AnswerverifiedShow Answer

FIGURE 10-11 -Equity in the Huggies family brand name has allowed Kimberley-Clark to successfully use a _________ strategy to successfully leverage the strong Huggies brand equity among mothers when it introduced a full line of baby and toddler toiletries (See Figure 10-11 above) .

Correct AnswerverifiedShow Answer

The Philadelphia Phillies uses the Phanatic to help the fans evaluate their experience, since a ball game experience is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

List the four sequential steps used to develop brand equity.Which step is the most difficult?

Correct Answerverified(1) The first is to develop a positive b...View AnswerShow Answer

Which of the following products would be considered as a fad product in the product life-cycle curve?

Correct AnswerverifiedShow Answer

The _________ stage of the product life cycle occurs when a product is launched to its intended target market.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The four steps in the sequential building process of brand equity include positive brand awareness, establishing a brand's meaning in the minds of consumers, _________, and to create a consumer-brand connection.

Correct AnswerverifiedShow Answer

FIGURE 11-4 -According to the text, the Olympus digital camera (see Figure 11-4 above) , is most likely in what stage of the product life cycle?

Correct AnswerverifiedShow Answer

Many nonprofit organizations have used PSAs in their media planning.What does the acronym "PSA" stand for?

Correct AnswerverifiedShow Answer

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(1) The first is to develop a positive b...
View Answer

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