Question 1

Gillette spent $200 million in advertising to introduce the Fusion shaving system to male shavers.Such expenditures are often made to stimulate primary demand, or desire for _________, rather than for a specific brand, when there are no competitors with the same product.

Accepted Answer

A)  the product class
B)  innovative sampling
C)  secondary demand
D)  a well-known brand
E)  repeat purchaseF) A) and E)
G) A) and D)

Question 2

Brand personality refers to

Accepted Answer

A)  the personification of a brand in terms of its product appearance or product benefits.
B)  a title given to the premiere brand in a product class, usually the first of its kind.
C)  a set of human characteristics associated with a brand name.
D)  the linked association between a fictional character or cartoon and the brand itself.
E)  the linked association between a company spokesman or paid celebrity, and the product itself.F) A) and E)
G) A) and D)

Question 3

A(n)  __________ product is one for which requires little learning by the consumer, and the benefits of the purchase are readily understood.

Accepted Answer

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

Question 4

Four key challenges for package and label designers include (1)  cost reduction, (2)  a continued need to connect with customers, (3)  environmental concerns, and (4)  _________.

Accepted Answer

A)  health, safety, and security issues
B)  competition from global markets
C)  diminishing color, symbol, and trademark selections
D)  social and societal impact
E)  uniqueness and creativityF) B) and E)
G) A) and D)

Question 5

New Coke was repositioned as a slightly sweeter, less filling soft drink because the Coca-Cola Company discovered that its 1984 market share in supermarkets was 2 percent behind Pepsi.This product repositioning strategy was

Accepted Answer

A)  a reaction to a competitor's position.
B)  to reach a new market.
C)  to catch a rising trend.
D)  to change the value offered.
E)  to change its target audience.F) None of the above
G) B) and D)

Question 6

Which stage in the product life cycle is characterized by a slowing of total industry sales or product class revenue?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decline
E)  comparabilityF) C) and D)
G) All of the above

Question 7

Profits tend to consume a disproportionate share of management and financial resources relative to their worth throughout which stage of the product life cycle?

Accepted Answer

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

Question 8

Explain the difference between trading up and trading down in repositioning a product.

Accepted Answer

Trading up involves adding value to the ...

Question 9

Gatorade is classified as a _________ brand.

Accepted Answer

A)  domestic
B)  regional
C)  international
D)  global
E)  nationwideF) B) and C)
G) All of the above

Question 10

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 development.
E)  differentiation.F) A) and E)
G) B) and D)

Question 11

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)  brand items are more readily available.
D)  brand items are usually more expensive initially but cheaper in the long run.
E)  they are often rewarded with buyer loyalty incentives.F) C) and D)
G) B) and D)

Question 12

Although when they were first introduced, peel back aluminum seals were seen as a great alternative to using a traditional can opener, many people sliced their fingers in the process of opening the container.Many manufacturers switched to a safer more flexible seal as soon as the technology became available.This demonstrates the importance of

Accepted Answer

A)  consumer protection and safety, an element of functional benefits.
B)  convenience, an aspect of functional benefits.
C)  clear instructions, an aspect of communication benefits.
D)  a sense of security, an aspect of perceptual benefits.
E)  adaptability, an aspect of technological benefits.F) B) and C)
G) D) and E)

Question 13

A publicity tool frequently used by nonprofit organizations, which uses free space or time donated by the media is called a(n)

Accepted Answer

A)  promotion.
B)  Advertisement.
C)  public service announcement.
D)  free standing insert.
E)  publicity stunt.F) B) and E)
G) All of the above

Question 14

Some singers sing a great song that shoots to the top of the charts.The singers go on tour and have sold-out concerts everywhere they appear.Just as quickly (particularly if they are unable to follow their first hit song with a second one) , they are singing to half-filled concerts and then to smaller clubs, and eventually no one wants to hear them perform.Such one-hit singers are best categorized as __________ products.

Accepted Answer

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

Question 15

The _________ stage of the product life cycle is characterized by rapid increases in sales.

Accepted Answer

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

Question 16

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in

Accepted Answer

A)  lower product prices for consumers because of lower labor, raw material and packaging costs due to the recession and lower inflation in the United States.
B)  a greener environment due to the reduction in the amount of packaging used for promotional purposes thereby reducing the amount of waste disposed in landfills.
C)  fewer products and less product variability offered due to the corporate restructuring taking place worldwide.
D)  keeping prices from rising beyond the psychological barriers consumers have developed for products.
E)  a subtle, yet deceptive practice of taking advantage of consumers' buying habits by offering less product content in the same or larger package while maintaining or increasing the price.F) All of the above
G) B) and D)

Question 17

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.The manufacturer of Bayer aspirin is using _________.

Accepted Answer

A)  channel extensions
B)  subbranding
C)  line extensions
D)  co-branding
E)  multibrandingF) D) and E)
G) A) and B)

Question 18

When a company uses line extension it is

Accepted Answer

A)  manufacturing a product under a new brand name that consumers will view as an entirely new product line.
B)  manufacturing a new product with the current brand name to enter a new market segment in its product class.
C)  speeding up the movement of a product category through its product life cycle.
D)  contracting with another firm to manufacture modified versions of the original products.
E)  applying the current brand name to enter a completely different product class.F) C) and D)
G) B) and E)

Question 19

Trading down refers to

Accepted Answer

A)  reducing the number of features, qualities, or price.
B)  reducing the amount of product carried as inventory.
C)  reducing the number of products carried in a product line.
D)  redirecting marketing resources from a large producing target market to one that is not performing as well.
E)  redirecting marketing resources away from target market segments that are not performing up to expectations.F) A) and D)
G) B) and E)

Question 20

FIGURE 11-12 
-The billboard shown above in Figure 11-12 displays a product whose package makes it easily identifiable to consumers.This is an example of a package's _________ benefit.

Accepted Answer

A)  packaging
B)  labeling
C)  communication
D)  functional
E)  perceptualF) B) and D)
G) B) and E)

Exam 11: Managing Successful Products, Services, and Brands

Brand personality refers to

Correct Answer
verified

FIGURE 11-12 -The billboard shown above in Figure 11-12 displays a product whose package makes it easily identifiable to consumers.This is an example of a package's _________ benefit.

Correct Answer
verified

Four key challenges for package and label designers include (1) cost reduction, (2) a continued need to connect with customers, (3) environmental concerns, and (4) _________.

Correct Answer
verified

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in

Correct Answer
verified

When a company uses line extension it is

Correct Answer
verified

Profits tend to consume a disproportionate share of management and financial resources relative to their worth throughout which stage of the product life cycle?

Correct Answer
verified

Correct Answer
verified

Trading down refers to

Correct Answer
verified

New Coke was repositioned as a slightly sweeter, less filling soft drink because the Coca-Cola Company discovered that its 1984 market share in supermarkets was 2 percent behind Pepsi.This product repositioning strategy was

Correct Answer
verified

Gillette spent $200 million in advertising to introduce the Fusion shaving system to male shavers.Such expenditures are often made to stimulate primary demand, or desire for _________, rather than for a specific brand, when there are no competitors with the same product.

Correct Answer
verified

A publicity tool frequently used by nonprofit organizations, which uses free space or time donated by the media is called a(n)

Correct Answer
verified

Gatorade is classified as a _________ brand.

Correct Answer
verified

Which stage in the product life cycle is characterized by a slowing of total industry sales or product class revenue?

Correct Answer
verified

The _________ stage of the product life cycle is characterized by rapid increases in sales.

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

A(n) __________ product is one for which requires little learning by the consumer, and the benefits of the purchase are readily understood.

Correct Answer
verified

For consumers, the primary benefit of branding is

Correct Answer
verified

Correct Answer
verified

Explain the difference between trading up and trading down in repositioning a product.

Correct Answer
verified
Trading up involves adding value to the ...
View 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.The manufacturer of Bayer aspirin is using _________.

Correct Answer
verified

Exam 11: Managing Successful Products, Services, and Brands

Brand personality refers to

Correct AnswerverifiedShow Answer

FIGURE 11-12 -The billboard shown above in Figure 11-12 displays a product whose package makes it easily identifiable to consumers.This is an example of a package's _________ benefit.

Correct AnswerverifiedShow Answer

Four key challenges for package and label designers include (1) cost reduction, (2) a continued need to connect with customers, (3) environmental concerns, and (4) _________.

Correct AnswerverifiedShow Answer

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in

Correct AnswerverifiedShow Answer

When a company uses line extension it is

Correct AnswerverifiedShow Answer

Profits tend to consume a disproportionate share of management and financial resources relative to their worth throughout which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Trading down refers to

Correct AnswerverifiedShow Answer

New Coke was repositioned as a slightly sweeter, less filling soft drink because the Coca-Cola Company discovered that its 1984 market share in supermarkets was 2 percent behind Pepsi.This product repositioning strategy was

Correct AnswerverifiedShow Answer

Gillette spent $200 million in advertising to introduce the Fusion shaving system to male shavers.Such expenditures are often made to stimulate primary demand, or desire for _________, rather than for a specific brand, when there are no competitors with the same product.

Correct AnswerverifiedShow Answer

A publicity tool frequently used by nonprofit organizations, which uses free space or time donated by the media is called a(n)

Correct AnswerverifiedShow Answer

Gatorade is classified as a _________ brand.

Correct AnswerverifiedShow Answer

Which stage in the product life cycle is characterized by a slowing of total industry sales or product class revenue?

Correct AnswerverifiedShow Answer

The _________ stage of the product life cycle is characterized by rapid increases in sales.

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

A(n) __________ product is one for which requires little learning by the consumer, and the benefits of the purchase are readily understood.

Correct AnswerverifiedShow Answer

For consumers, the primary benefit of branding is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Explain the difference between trading up and trading down in repositioning a product.

Correct AnswerverifiedTrading up involves adding value to the ...View AnswerShow 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.The manufacturer of Bayer aspirin is using _________.

Correct AnswerverifiedShow Answer

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Trading up involves adding value to the ...
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