Question 1

Which of the following statements is most accurate?

Accepted Answer

A)  The name Gatorade was chosen because as an energy drink it gets you out of the gate fast.
B)  The name Gatorade was coined by a team who lost to the University of Florida Gators, attributing the Gator win to the aid it got from the rehydrating beverage.
C)  The green color of the original lemon-lime Gatorade was based on the University of Florida's alligator mascot.
D)  Gatorade was developed by PepsiCo as a cause-marketing project to provide resources for women's sports at University of Florida's as a result of the passage of Title IX in 1972.
E)  Gatorade is the only sports drink marketer that doesn't use sports celebrities to endorse its products.F) A) and C)
G) A) and D)

Question 2

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) B) and D)
G) D) and E)

Question 3

Brand personality refers to __________.

Accepted Answer

A)  the personification of a brand in terms of its benefits
B)  a brand name that cannot be spoken
C)  a set of human characteristics associated with a brand name
D)  the added value a brand name gives to a product beyond the functional benefits provided
E)  the embedded association between a company spokesman or paid celebrity and the product itselfF) A) and D)
G) C) and E)

Question 4

Florida Orange Growers Association advocates drinking orange juice throughout the day rather than for breakfast only, in a market modification strategy known as

Accepted Answer

A)  finding new users.
B)  personalizing the use situation.
C)  increasing a product's use by existing customers.
D)  modifying the product.
E)  reacting to competitors' positions.F) B) and C)
G) C) and D)

Question 5

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

Accepted Answer

A)  product life cycle
B)  use-by date
C)  spoilage index
D)  shelf life
E)  expiration dateF) A) and C)
G) All of the above

Question 6

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 lineF) C) and E)
G) B) and C)

Question 7

-Figure 10-5 above shows the sequential process of building brand equity. F represents the fourth and last step, which is to __________.

Accepted Answer

A)  elicit the proper consumer responses to a brand's identity and meaning
B)  develop positive brand awareness
C)  reward loyal customer behavior
D)  establish a brand's meaning in the minds of consumers
E)  create a consumer-brand connectionF) A) and B)
G) B) and E)

Question 8

When most consumers who would buy a product are either repeat purchasers of the item or have tried and abandoned it, in what stage of the product life cycle is the product?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decline
E)  harvestF) A) and B)
G) B) and E)

Question 9

The product life cycle refers to __________.

Accepted Answer

A)  the average life span of a product
B)  a concept that describes the stages a new product goes through from product concept to commercialization
C)  a concept that describes the stages a product goes through in the marketplace - early growth, accelerated development, maturity, and decline
D)  a concept that describes the stages a product goes through in the marketplace - introduction, growth, maturity, and decline
E)  the amount of time it takes a product innovation to completely diffuse in the marketplaceF) C) and E)
G) A) and C)

Question 10

Apple launched its iPad in 2010 and it, along with its companion iPad mini, have become the world's bestselling tablet devices with their multitouch user interfaces and the availability of hundreds of thousands of apps. The product class has experienced tremendous growth in terms of sales and the addition of formidable competitors such as Samsung Galaxy, Google Nexus, Sony Xperia, etc. - all vying for market share. In which stage of the product life cycle are the iPad and other tablets?

Accepted Answer

A)  decline stage
B)  commercialization stage
C)  accelerated development stage
D)  growth stage
E)  introduction stageF) B) and D)
G) A) and E)

Question 11

Place or distribution is a major factor in developing a service marketing strategy because of the __________ of services.

Accepted Answer

A)  inventory
B)  inseparability
C)  inconsistency
D)  intangibility
E)  informationF) A) and D)
G) A) and C)

Question 12

-The consumers represented by Segment A in Figure 10-4 above are called __________.

Accepted Answer

A)  early adopters
B)  early majority
C)  late majority
D)  laggards
E)  innovatorsF) A) and C)
G) A) and B)

Question 13

For consumers, the primary benefit of branding is that __________.

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)  branded 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) B) and C)
G) A) and E)

Question 14

The communication aspect of packaging on a can of Campbell's soup would most likely be of the greatest benefit to __________.

Accepted Answer

A)  people in a hurry to get to work
B)  people on a tight budget
C)  people with dietary restrictions
D)  people who are brand loyal
E)  people who love to try new thingsF) All of the above
G) A) and E)

Question 15

A publicity tool frequently used by nonprofit services, which uses free space or time donated by the media, is referred to as a(n)

Accepted Answer

A)  promotion.
B)  advertisement.
C)  press release.
D)  cooperative advertisement.
E)  public service announcement.F) A) and E)
G) None of the above

Question 16

The challenges of packaging and labeling are often global. Two of the particular types of challenges facing global manufacturers are health and safety concerns and __________.

Accepted Answer

A)  making packaging a very inexpensive part of the marketing strategy
B)  creating larger size packages to be sold at warehouse stores
C)  ensuring total quality management across national boundaries
D)  creating packaging sensitive to cultural diversity
E)  addressing ongoing environmental concernsF) B) and C)
G) A) and B)

Question 17

An aging baby boomer population has led to increased interest in developing and marketing products to satisfy the needs of this large market. As a result, moisturizing lotions and creams like Oil of Olay are now repositioned as age-defying products. This is an example of which product repositioning action?

Accepted Answer

A)  reaching a new market
B)  reacting to a competitor's position
C)  trading up
D)  changing the value offered
E)  product modificationF) C) and D)
G) A) and D)

Question 18

Which of the following statements about the introduction stage of the product life cycle is most accurate?

Accepted Answer

A)  It is preferable stimulate selective demand rather than focus on primary demand.
B)  During the introduction stage, it is best to avoid a skimming pricing strategy.
C)  During the introduction stage, it is best to avoid a penetration pricing strategy.
D)  A firm should introduce the identical product at several different price points in order to gauge customer price sensitivity.
E)  Because of large initial investment costs, industry profits often are initially negativeF) B) and E)
G) All of the above

Question 19

-In the CDI/BDI Marketing Dashboard above, which segment consumes the LEAST amount of Hawaiian Punch?

Accepted Answer

A)  households without children
B)  households with children 13 to 18 years old
C)  households with children 6 years old or under
D)  households with children 7 to 12 years old
E)  Because the BDI and CDI show inconsistencies in their measurements, especially in the segment of children under the age of six, it is impossible to answer the question.F) C) and D)
G) B) and E)

Question 20

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) A) and E)
G) A) and D)

Exam 10: Managing Successful Products, Services, and Brands

-Figure 10-5 above shows the sequential process of building brand equity. F represents the fourth and last step, which is to __________.

Correct Answer
verified

The challenges of packaging and labeling are often global. Two of the particular types of challenges facing global manufacturers are health and safety concerns and __________.

Correct Answer
verified

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

Correct Answer
verified

The product life cycle refers to __________.

Correct Answer
verified

Brand personality refers to __________.

Correct Answer
verified

A publicity tool frequently used by nonprofit services, which uses free space or time donated by the media, is referred to as a(n)

Correct Answer
verified

Correct Answer
verified

The communication aspect of packaging on a can of Campbell's soup would most likely be of the greatest benefit to __________.

Correct Answer
verified

Correct Answer
verified

When most consumers who would buy a product are either repeat purchasers of the item or have tried and abandoned it, in what stage of the product life cycle is the product?

Correct Answer
verified

Place or distribution is a major factor in developing a service marketing strategy because of the __________ of services.

Correct Answer
verified

Florida Orange Growers Association advocates drinking orange juice throughout the day rather than for breakfast only, in a market modification strategy known as

Correct Answer
verified

-In the CDI/BDI Marketing Dashboard above, which segment consumes the LEAST amount of Hawaiian Punch?

Correct Answer
verified

For consumers, the primary benefit of branding is that __________.

Correct Answer
verified

-The consumers represented by Segment A in Figure 10-4 above are called __________.

Correct Answer
verified

Which of the following is a product modification strategy?

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Which of the following statements about the introduction stage of the product life cycle is most accurate?

Correct Answer
verified

Which of the following statements is most accurate?

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

-Figure 10-5 above shows the sequential process of building brand equity. F represents the fourth and last step, which is to __________.

Correct AnswerverifiedShow Answer

The challenges of packaging and labeling are often global. Two of the particular types of challenges facing global manufacturers are health and safety concerns and __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The product life cycle refers to __________.

Correct AnswerverifiedShow Answer

Brand personality refers to __________.

Correct AnswerverifiedShow Answer

A publicity tool frequently used by nonprofit services, which uses free space or time donated by the media, is referred to as a(n)

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The communication aspect of packaging on a can of Campbell's soup would most likely be of the greatest benefit to __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

When most consumers who would buy a product are either repeat purchasers of the item or have tried and abandoned it, in what stage of the product life cycle is the product?

Correct AnswerverifiedShow Answer

Place or distribution is a major factor in developing a service marketing strategy because of the __________ of services.

Correct AnswerverifiedShow Answer

Florida Orange Growers Association advocates drinking orange juice throughout the day rather than for breakfast only, in a market modification strategy known as

Correct AnswerverifiedShow Answer

-In the CDI/BDI Marketing Dashboard above, which segment consumes the LEAST amount of Hawaiian Punch?

Correct AnswerverifiedShow Answer

For consumers, the primary benefit of branding is that __________.

Correct AnswerverifiedShow Answer

-The consumers represented by Segment A in Figure 10-4 above are called __________.

Correct AnswerverifiedShow Answer

Which of the following is a product modification strategy?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following statements about the introduction stage of the product life cycle is most accurate?

Correct AnswerverifiedShow Answer

Which of the following statements is most accurate?

Correct AnswerverifiedShow Answer

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