Question 1

four steps in the sequential building process of brand equity include __________,establishing a brand's meaning in the minds of consumers,eliciting the proper consumer responses to a brand's identity and meaning,and creating a consumer-brand connection.

Accepted Answer

A)   developing positive brand awareness
B)   lowering the price of products
C)   easing consumers' decision making
D)   incorporating higher value in products
E)   creating market modificationF) A) and B)
G) A) and C)

Question 2

product has been suffering from steadily eroding sales.You have tried a number of options to revitalize the product's sales and profits,but after seven changes in your strategy,you have yet to find success.Which of the following actions would be the LEAST appropriate next step?

Accepted Answer

A)   delete the product from the line
B)   retain the product, but reduce its marketing costs
C)   stimulate primary demand
D)   stimulate selective demand
E)   rebrand the productF) B) and D)
G) A) and B)

Question 3

few years ago,Who Wants to Be a Millionaire premiered as the first nighttime TV game show in several decades.The marketing goals for the show included making television viewers aware of its existence and generating enough excitement about the show so that millions of viewers would watch the first episode.Based on this description,the TV show was in what stage of its product life cycle?

Accepted Answer

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

Question 4

During the introduction stage of the product life cycle,the strategy that discourages competitive entry by charging a low price for a new product is referred to as __________ pricing.

Accepted Answer

A)   penetration
B)   cost-plus
C)   target ROI
D)   below-market
E)   skimmingF) A) and B)
G) C) and E)

Question 5

Subbranding involves __________.

Accepted Answer

A)   having one firm manufacture a product and a second firm distribute it all under the same name
B)   changing a brand name of a product line extension product by making it "New and Improved!"
C)   combining a corporate brand with a new brand to distinguish a part of its product line from others
D)   creating a "knock-off" version of a product and changing the spelling of the name (chicken to "chikin" as is the case with Chick-Fil-
A)  
E)   using the same name for the original product and all subsequent product line and brand extensionsF) A) and B)
G) B) and C)

Question 6

of the following types of warranties are discussed in the text EXCEPT _____ warranties.

Accepted Answer

A)   limited-coverage
B)   express
C)   full
D)   implied
E)   lifetimeF) A) and B)
G) C) and E)

Question 7

Products that are introduced,decline,and seem to return are characteristic of the __________ type of product life cycle.

Accepted Answer

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

Question 8

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.The two indexes are (1) __________ (CDI) and (2) brand development index (BDI) .

Accepted Answer

A)   category development index
B)   consumer development index
C)   competitive development index
D)   channel development index
E)   customization development indexF) C) and E)
G) D) and E)

Question 9

Gatorade is classified as a __________ brand.

Accepted Answer

A)   domestic
B)   regional
C)   international
D)   global
E)   nationwideF) B) and E)
G) B) and D)

Question 10

Which of the following statements about product line extensions is most accurate?

Accepted Answer

A)   A product line extension strategy typically leads to increased advertising costs.
B)   There are no risks associated with a product line extension strategy.
C)   When the Clorox Company joins with Kroger supermarkets to advertise Clorox products in a local newspaper, it is engaged in a product line extension.
D)   A product line extension is used with multiproduct branding.
E)   A product line extension is used with multibranding.F) All of the above
G) A) and C)

Question 11

Which of the following is NOT true about a multibranding strategy?

Accepted Answer

A)   With a multibranding strategy, there is no risk that a product failure will affect other products in the line.
B)   Some large firms have found that the complexity and expense of implementing a multibrand strategy outweigh its benefits.
C)   With a multibranding strategy, each brand is unique to each market segment.
D)   A multibranding strategy is used when a firm produces products and sells them under the brand name of a wholesaler or retailer.
E)   Some multibrands are introduced to confront competitors' brands.F) All of the above
G) C) and D)

Question 12

Advertising and promotion costs tend to be higher with a __________ strategy because the company must generate awareness among consumers and retailers for each new brand name without the benefit of any previous impressions.

Accepted Answer

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

Question 13

Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price.Georgia-Pacific used a __________ strategy.

Accepted Answer

A)   top-down packaging
B)   trading up
C)   shrinkage
D)   downsizing
E)   product modificationF) C) and D)
G) B) and D)

Question 14

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

Accepted Answer

The first step is to develop a positive ...

Question 15

is multiproduct branding? What are its advantages? Disadvantages?

Accepted Answer

Multiproduct branding occurs when a comp...

Question 16

product adopters,members of the early majority __________.

Accepted Answer

A)   have a fear of debt and use neighbors and friends as information sources
B)   are skeptical and have below average social status
C)   are deliberate and use many informal social contacts
D)   are leaders in social settings and have a slightly above average education
E)   are venturesome, highly educated, and use multiple information sourcesF) None of the above
G) C) and D)

Question 17

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

Accepted Answer

A)   a switch to primary demand
B)   a growing proportion of repeat purchasers to initial purchasers
C)   The number of distribution outlets shrinks due to growing inefficiencies.
D)   Profit margins increase as sales increase.
E)   No new product features are added to maximize profits.F) A) and B)
G) A) and C)

Question 18

strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as __________.

Accepted Answer

A)   trimming
B)   elimination
C)   paring down
D)   deletion
E)   harvestingF) A) and E)
G) C) and D)

Question 19

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

Accepted Answer

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

Question 20

preference for a specific brand is called __________ demand.

Accepted Answer

A)   selective
B)   secondary
C)   primary
D)   derived
E)   genericF) B) and E)
G) A) and E)

Exam 11: Managing Successful Products,Services,and Brands

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

Correct Answer
verified

Gatorade is classified as a __________ brand.

Correct Answer
verified

Advertising and promotion costs tend to be higher with a __________ strategy because the company must generate awareness among consumers and retailers for each new brand name without the benefit of any previous impressions.

Correct Answer
verified

Subbranding involves __________.

Correct Answer
verified

preference for a specific brand is called __________ demand.

Correct Answer
verified

Which of the following is NOT true about a multibranding strategy?

Correct Answer
verified

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

Correct Answer
verified
The first step is to develop a positive ...
View Answer

strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as __________.

Correct Answer
verified

is multiproduct branding? What are its advantages? Disadvantages?

Correct Answer
verified
Multiproduct branding occurs when a comp...
View Answer

During the introduction stage of the product life cycle,the strategy that discourages competitive entry by charging a low price for a new product is referred to as __________ pricing.

Correct Answer
verified

Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price.Georgia-Pacific used a __________ strategy.

Correct Answer
verified

product has been suffering from steadily eroding sales.You have tried a number of options to revitalize the product's sales and profits,but after seven changes in your strategy,you have yet to find success.Which of the following actions would be the LEAST appropriate next step?

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.The two indexes are (1) __________ (CDI) and (2) brand development index (BDI) .

Correct Answer
verified

Products that are introduced,decline,and seem to return are characteristic of the __________ type of product life cycle.

Correct Answer
verified

of the following types of warranties are discussed in the text EXCEPT _____ warranties.

Correct Answer
verified

four steps in the sequential building process of brand equity include __________,establishing a brand's meaning in the minds of consumers,eliciting the proper consumer responses to a brand's identity and meaning,and creating a consumer-brand connection.

Correct Answer
verified

Which of the following statements about product line extensions is most accurate?

Correct Answer
verified

product adopters,members of the early majority __________.

Correct Answer
verified

Exam 11: Managing Successful Products,Services,and Brands

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

Correct AnswerverifiedShow Answer

Gatorade is classified as a __________ brand.

Correct AnswerverifiedShow Answer

Advertising and promotion costs tend to be higher with a __________ strategy because the company must generate awareness among consumers and retailers for each new brand name without the benefit of any previous impressions.

Correct AnswerverifiedShow Answer

Subbranding involves __________.

Correct AnswerverifiedShow Answer

preference for a specific brand is called __________ demand.

Correct AnswerverifiedShow Answer

Which of the following is NOT true about a multibranding strategy?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedThe first step is to develop a positive ...View AnswerShow Answer

strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as __________.

Correct AnswerverifiedShow Answer

is multiproduct branding? What are its advantages? Disadvantages?

Correct AnswerverifiedMultiproduct branding occurs when a comp...View AnswerShow Answer

During the introduction stage of the product life cycle,the strategy that discourages competitive entry by charging a low price for a new product is referred to as __________ pricing.

Correct AnswerverifiedShow Answer

Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price.Georgia-Pacific used a __________ strategy.

Correct AnswerverifiedShow Answer

product has been suffering from steadily eroding sales.You have tried a number of options to revitalize the product's sales and profits,but after seven changes in your strategy,you have yet to find success.Which of the following actions would be the LEAST appropriate next step?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts.The two indexes are (1) __________ (CDI) and (2) brand development index (BDI) .

Correct AnswerverifiedShow Answer

Products that are introduced,decline,and seem to return are characteristic of the __________ type of product life cycle.

Correct AnswerverifiedShow Answer

of the following types of warranties are discussed in the text EXCEPT _____ warranties.

Correct AnswerverifiedShow Answer

four steps in the sequential building process of brand equity include __________,establishing a brand's meaning in the minds of consumers,eliciting the proper consumer responses to a brand's identity and meaning,and creating a consumer-brand connection.

Correct AnswerverifiedShow Answer

Which of the following statements about product line extensions is most accurate?

Correct AnswerverifiedShow Answer

product adopters,members of the early majority __________.

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
verified
The first step is to develop a positive ...
View Answer

Correct Answer
verified

Correct Answer
verified
Multiproduct branding occurs when a comp...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
verified

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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