Question 1

A major factor in developing a service marketing strategy is __________ because of the inseparability of services from the producer.

Accepted Answer

A)  product
B)  price or distribution
C)  promotion
D)  place
E)  processF) A) and D)
G) A) and C)

Question 2

The process of a product spreading through the population is called the __________.

Accepted Answer

A)  spread of innovation
B)  proliferation of innovation
C)  acceptance of innovation
D)  dispersal of innovation
E)  diffusion of innovationF) C) and E)
G) None of the above

Question 3

People who tried a product, were satisfied, and bought it again are called __________ purchasers.

Accepted Answer

A)  replicate
B)  dedicated
C)  recurring
D)  loyal
E)  repeatF) D) and E)
G) C) and E)

Question 4

Under the concept of the diffusion of innovation, consumers who are deliberate adopters with many informal social contacts are called __________ product adopters.

Accepted Answer

A)  innovators
B)  early adopters
C)  early majority
D)  late majority
E)  laggardsF) B) and E)
G) A) and E)

Question 5

Consumer packaged goods firms like General Mills and PepsiCo and as well as industrial firms such as Intel and Hewlett-Packard employ a product manager to manage __________.

Accepted Answer

A)  all of an organization's product items or brands
B)  all of an organization's product classes
C)  all of an organization's existing products through the stages of their life cycles
D)  all products or brands that require close fiscal scrutiny
E)  a close-knit family of products or brandsF) A) and B)
G) C) and D)

Question 6

-Companies can employ several different branding strategies. In Figure 10-6 above, B represents a __________ strategy.

Accepted Answer

A)  retailer branding
B)  multiproduct branding
C)  multibranding
D)  private branding
E)  mixed brandingF) C) and D)
G) A) and E)

Question 7

Which of the following products would have a fad product life cycle curve?

Accepted Answer

A)  women's hosiery
B)  electric cars
C)  convection ovens
D)  pet rocks
E)  sport drinksF) All of the above
G) A) and B)

Question 8

The first step in the sequential building process of brand equity involves __________.

Accepted Answer

A)  developing positive brand awareness
B)  creating a consumer-brand connection
C)  easing consumers' decision making
D)  eliciting the proper consumer responses to a brand's identity and meaning
E)  establishing a brand's meaning in the minds of consumersF) None of the above
G) All of the above

Question 9

The customer experience management (CEM)  process should

Accepted Answer

A)  allow for spontaneity and not be too rigid or planned.
B)  be unique to each individual customer's experience.
C)  stress the similarities in style, function, and form of their service relative to the top competitors in the industry.
D)  differentiate a service from other service offerings.
E)  be performed by someone outside the firm to guarantee objectivity.F) B) and D)
G) C) and E)

Question 10

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

Accepted Answer

Often a company decides to reposition it...

Question 11

Marketing for a product in the introduction stage of its product life cycle should focus primarily on gaining awareness and which other marketing objective?

Accepted Answer

A)  stress differentiation
B)  stimulate trial
C)  foster brand loyalty
D)  maximize distribution
E)  target a marketing nicheF) A) and B)
G) A) and C)

Question 12

Dockers, the U.S. market leader in casual pants, originally intended its product as a single pant for every situation. Dockers now promotes different looks for work, weekend, dress, and golf. Dockers' new strategy is designed to __________.

Accepted Answer

A)  create brand awareness
B)  create new use situations
C)  increase a product's use
D)  find new customers
E)  lower surplus inventory levelsF) All of the above
G) C) and D)

Question 13

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

Question 14

Changes in a company's product characteristically are made in the __________ stage of the product life cycle.

Accepted Answer

A)  introduction
B)  maturity
C)  decline
D)  harvest
E)  growthF) C) and D)
G) B) and D)

Question 15

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)  hints at a moral obligation
E)  is devoid of emotionF) A) and B)
G) None of the above

Question 16

All of the following marketing actions can be used by a firm to counteract barriers to product adoption EXCEPT:

Accepted Answer

A)  offering money-back guarantees.
B)  targeting new consumers.
C)  conducting demonstrations.
D)  offering free samples.
E)  providing extensive usage instructions.F) B) and C)
G) A) and E)

Question 17

Men who tried the Gillette Fusion razor were so satisfied with it that 60 percent of them adopted the product permanently. Men who bought again are known as __________ purchasers.

Accepted Answer

A)  repeat
B)  preference
C)  replicate
D)  recurring
E)  selectiveF) B) and E)
G) C) and D)

Question 18

-Companies can employ several different branding strategies. In Figure 10-6 above, Box A represents a __________ strategy.

Accepted Answer

A)  retailer branding
B)  multiproduct branding
C)  multibranding
D)  private branding
E)  mixed brandingF) A) and E)
G) B) and C)

Question 19

If a firm's marketing dashboard displays a CDI over 100 for a consumer packaged good, such as General Mills' Warm Delights Minis, this indicates which of the following?

Accepted Answer

A)  a weak brand position in a segment
B)  a strong brand position in a segment
C)  above-average product category purchases by a market segment
D)  below-average product category purchases by a market segment
E)  There is not enough information to make any conclusions.F) A) and D)
G) C) and D)

Question 20

The $150 Pebble Smartwatch was one of the first smart watches released to the public in 2013 after a revolutionary crowdfunding program managed by Kickstarter.com that raised over $10 million from over 68,000 backers. Smartwatches can collect physiological data from the wearer and transmit it wirelessly to smartphones, tablets, and PCs. Samsung recently launched its Galaxy Gear smart watch and Apple is set to launch such a device in 2015. In what stage of the product life cycle is this product?

Accepted Answer

A)  growth stage
B)  decline stage
C)  accelerated development stage
D)  introduction stage
E)  maturity stageF) A) and C)
G) All of the above

Exam 10: Managing Successful Products, Services, and Brands

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

Correct Answer
verified

The customer experience management (CEM) process should

Correct Answer
verified

-Companies can employ several different branding strategies. In Figure 10-6 above, Box A represents a __________ strategy.

Correct Answer
verified

Changes in a company's product characteristically are made in the __________ stage of the product life cycle.

Correct Answer
verified

Consumer packaged goods firms like General Mills and PepsiCo and as well as industrial firms such as Intel and Hewlett-Packard employ a product manager to manage __________.

Correct Answer
verified

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

Correct Answer
verified
Often a company decides to reposition it...
View Answer

Marketing for a product in the introduction stage of its product life cycle should focus primarily on gaining awareness and which other marketing objective?

Correct Answer
verified

If a firm's marketing dashboard displays a CDI over 100 for a consumer packaged good, such as General Mills' Warm Delights Minis, this indicates which of the following?

Correct Answer
verified

Correct Answer
verified

Dockers, the U.S. market leader in casual pants, originally intended its product as a single pant for every situation. Dockers now promotes different looks for work, weekend, dress, and golf. Dockers' new strategy is designed to __________.

Correct Answer
verified

Correct Answer
verified

Which of the following products would have a fad product life cycle curve?

Correct Answer
verified

-Companies can employ several different branding strategies. In Figure 10-6 above, B represents a __________ strategy.

Correct Answer
verified

The process of a product spreading through the population is called the __________.

Correct Answer
verified

People who tried a product, were satisfied, and bought it again are called __________ purchasers.

Correct Answer
verified

All of the following marketing actions can be used by a firm to counteract barriers to product adoption EXCEPT:

Correct Answer
verified

The first step in the sequential building process of brand equity involves __________.

Correct Answer
verified

Under the concept of the diffusion of innovation, consumers who are deliberate adopters with many informal social contacts are called __________ product adopters.

Correct Answer
verified

Men who tried the Gillette Fusion razor were so satisfied with it that 60 percent of them adopted the product permanently. Men who bought again are known as __________ purchasers.

Correct Answer
verified

A major factor in developing a service marketing strategy is __________ because of the inseparability of services from the producer.

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

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

Correct AnswerverifiedShow Answer

The customer experience management (CEM) process should

Correct AnswerverifiedShow Answer

-Companies can employ several different branding strategies. In Figure 10-6 above, Box A represents a __________ strategy.

Correct AnswerverifiedShow Answer

Changes in a company's product characteristically are made in the __________ stage of the product life cycle.

Correct AnswerverifiedShow Answer

Consumer packaged goods firms like General Mills and PepsiCo and as well as industrial firms such as Intel and Hewlett-Packard employ a product manager to manage __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedOften a company decides to reposition it...View AnswerShow Answer

Marketing for a product in the introduction stage of its product life cycle should focus primarily on gaining awareness and which other marketing objective?

Correct AnswerverifiedShow Answer

If a firm's marketing dashboard displays a CDI over 100 for a consumer packaged good, such as General Mills' Warm Delights Minis, this indicates which of the following?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Dockers, the U.S. market leader in casual pants, originally intended its product as a single pant for every situation. Dockers now promotes different looks for work, weekend, dress, and golf. Dockers' new strategy is designed to __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following products would have a fad product life cycle curve?

Correct AnswerverifiedShow Answer

-Companies can employ several different branding strategies. In Figure 10-6 above, B represents a __________ strategy.

Correct AnswerverifiedShow Answer

The process of a product spreading through the population is called the __________.

Correct AnswerverifiedShow Answer

People who tried a product, were satisfied, and bought it again are called __________ purchasers.

Correct AnswerverifiedShow Answer

All of the following marketing actions can be used by a firm to counteract barriers to product adoption EXCEPT:

Correct AnswerverifiedShow Answer

The first step in the sequential building process of brand equity involves __________.

Correct AnswerverifiedShow Answer

Under the concept of the diffusion of innovation, consumers who are deliberate adopters with many informal social contacts are called __________ product adopters.

Correct AnswerverifiedShow Answer

Men who tried the Gillette Fusion razor were so satisfied with it that 60 percent of them adopted the product permanently. Men who bought again are known as __________ purchasers.

Correct AnswerverifiedShow Answer

A major factor in developing a service marketing strategy is __________ because of the inseparability of services from the producer.

Correct AnswerverifiedShow Answer

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Often a company decides to reposition it...
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
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Correct Answer
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