Question 1

Which of the following products would have a high-learning product life-cycle curve?

Accepted Answer

A)  video phones
B)  Fusion razors
C)  electric cars
D)  kayaks
E)  parabolic skis

Question 2

The Phillies address the cultural diversity of their neighborhood by

Accepted Answer

A)  actively recruiting players from other countries and from multiple cultures.
B)  making sure that at least 20% of their game day workforce is multi-lingual.
C)  sponsoring special nights spotlighting entertainment or promotions for individual ethnic groups.
D)  posting their website in Spanish, English, and even Cantonese.
E)  hosting "wear your colors" games offering discount tickets for people wearing their native garb.

Question 3

In the Marketing dashboards shown in Figure 10-5 above, "green" indicates an annual growth rate that is greater than 10%; "orange" signifies an annual growth rate of between 0%-10%; and "red" represents a decline or negative annual growth rate.If an organization's 2010 sales for entire U.S.were $50 million and its 2009 U.S.sales were $30 million, what is the annual % sales change?

Accepted Answer

A)  50%
B)  75%
C)  100%
D)  120%
E)  150%

Question 4

The marketing objective for a product in the _________ stage of the product life cycle is to create consumer awareness and gain trial.

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decline
E)  harvest

Question 5

The apple that appears on every Apple computer product is an example of a

Accepted Answer

A)  copyright.
B)  trade name.
C)  service mark.
D)  brand name.
E)  generic brand.

Question 6

What is the difference between a brand name and a trade name? Give an example of each.

Accepted Answer

A brand name is any word, device (design...

Question 7

To help differentiate a company's brand from competitors, an improved version or new features are added to the original design, and product proliferation occurs in the _________ stage of the product life cycle.

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decline
E)  harvest

Question 8

IKEA sells a portable workbench called the FARTFULL.The product has many positive features, and in German or Swedish markets, the name describes the product's features well (fahrt meaning travel) .This brand name in the United States however, may not be as effective due to

Accepted Answer

A)  disappointment when the product fails to perform.
B)  the element of humor which makes consumers question product quality.
C)  governmental restrictions on brand names regarding bodily functions.
D)  language and cultural differences.
E)  difficulty in spelling and pronunciation.

Question 9

The added value a brand name gives to a product beyond the functional benefits provided is referred to as _________.

Accepted Answer

A)  brand cache
B)  brand bonus
C)  brand equity
D)  brand benefit
E)  brand enhancement

Question 10

The three main benefits provided by packaging are communication benefits, perceptual benefits, and _________.

Accepted Answer

A)  personal benefits
B)  functional benefits
C)  financial benefits
D)  societal benefits
E)  aesthetic benefits

Question 11

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, eliciting the proper consumer responses to a brand's identity and meaning, and to _________.

Accepted Answer

A)  introduce products lower in price
B)  create a consumer-brand connection
C)  ease consumers' decision making
D)  develop products higher in value
E)  complete needed market modification

Question 12

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

Accepted Answer

A)  top-down marketing.
B)  trading up.
C)  bottom-up marketing.
D)  game playing.
E)  downsizing.

Question 13

A(n)  __________ product is a style of the times.

Accepted Answer

A)  high-learning
B)  low-learning
C)  fashion
D)  fad
E)  substitute

Question 14

A(n)  __________ product is one for which significant customer education is required and there is an extended introductory period.

Accepted Answer

A)  high-learning
B)  low-learning
C)  fashion
D)  fad
E)  substitute

Question 15

Any word, device (design, sound, shape, or color) , or combination of these used to distinguish a seller's goods or services is referred to as a _________.

Accepted Answer

A)  copyright
B)  trade name
C)  brand mark
D)  brand name
E)  generic brand

Question 16

Which stage of the product life cycle do marginal competitors begin to leave the market?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decline
E)  harvest

Question 17

Tylenol →\rarr→  offers regular strength, Tylenol →\rarr→  extra-strength, Tylenol →\rarr→  Rapid Release Gels, and Tylenol →\rarr→  8 hour.The manufacturer of Tylenol is using _________.

Accepted Answer

A)  line-extensions
B)  subbranding
C)  channel extensions
D)  co-branding
E)  multibranding

Question 18

Which of the following statements is most accurate?

Accepted Answer

A)  The name Gatorade was chosen because as an energy drink it "got you out the gate-fast."
B)  The name Gatorade was coined by a team who lost to the FL Gators, attributing the Gator win to the "aid" it got from the rehydrating beverage.
C)  The green color of the original lemon-lime Gatorade conjured up a fast and strong alligator in the water.
D)  The first five letters in Gatorade are the initials of the product's inventors, with "ade" at the end representing the product's fruity taste.
E)  With the exception of the "ade" at the end of the word (alluding to the citrus taste) , the "gator" was the result of randomly selecting 5 letters from a Scrabble →\rarr→  board.

Question 19

Figure 11-6 above shows five categories and profiles of product adopters.Adopters who have a fear of dept, and depend on neighbors and friends for the information sources are called __________ and would be found in cell _________.

Accepted Answer

A)  innovators, A
B)  early adopters, B
C)  early majority, C
D)  late majority, D
E)  laggards, E

Question 20

Four key challenges for package and label designers include (1)  a continuing need to connect with customers, (2)  environmental concerns, (3)  health, safety, and security issues, and (4)  __________.

Accepted Answer

A)  cost reduction
B)  social and societal issues
C)  competition from global markets
D)  governmental regulations
E)  diminishing color, symbol, and trademark selections

Exam 11: Managing Successful Products, Services, and Brands

The added value a brand name gives to a product beyond the functional benefits provided is referred to as _________.

Correct Answer
verified

IKEA sells a portable workbench called the FARTFULL.The product has many positive features, and in German or Swedish markets, the name describes the product's features well (fahrt meaning travel) .This brand name in the United States however, may not be as effective due to

Correct Answer
verified

What is the difference between a brand name and a trade name? Give an example of each.

Correct Answer
verified
A brand name is any word, device (design...
View Answer

The three main benefits provided by packaging are communication benefits, perceptual benefits, and _________.

Correct Answer
verified

The Phillies address the cultural diversity of their neighborhood by

Correct Answer
verified

Which of the following products would have a high-learning product life-cycle curve?

Correct Answer
verified

To help differentiate a company's brand from competitors, an improved version or new features are added to the original design, and product proliferation occurs in the _________ stage of the product life cycle.

Correct Answer
verified

A(n) __________ product is one for which significant customer education is required and there is an extended introductory period.

Correct Answer
verified

Which of the following statements is most accurate?

Correct Answer
verified

Figure 11-6 above shows five categories and profiles of product adopters.Adopters who have a fear of dept, and depend on neighbors and friends for the information sources are called __ and would be found in cell _.

Correct Answer
verified

Tylenol $\rarr$ offers regular strength, Tylenol $\rarr$ extra-strength, Tylenol $\rarr$ Rapid Release Gels, and Tylenol $\rarr$ 8 hour.The manufacturer of Tylenol is using _________.

Correct Answer
verified

Any word, device (design, sound, shape, or color) , or combination of these used to distinguish a seller's goods or services is referred to as a _________.

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, eliciting the proper consumer responses to a brand's identity and meaning, and to _________.

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

Correct Answer
verified

Correct Answer
verified

Which stage of the product life cycle do marginal competitors begin to leave the market?

Correct Answer
verified

A(n) __________ product is a style of the times.

Correct Answer
verified

The apple that appears on every Apple computer product is an example of a

Correct Answer
verified

The marketing objective for a product in the _________ stage of the product life cycle is to create consumer awareness and gain trial.

Correct Answer
verified

Four key challenges for package and label designers include (1) a continuing need to connect with customers, (2) environmental concerns, (3) health, safety, and security issues, and (4) __________.

Correct Answer
verified

Exam 11: Managing Successful Products, Services, and Brands

The added value a brand name gives to a product beyond the functional benefits provided is referred to as _________.

Correct AnswerverifiedShow Answer

IKEA sells a portable workbench called the FARTFULL.The product has many positive features, and in German or Swedish markets, the name describes the product's features well (fahrt meaning travel) .This brand name in the United States however, may not be as effective due to

Correct AnswerverifiedShow Answer

What is the difference between a brand name and a trade name? Give an example of each.

Correct AnswerverifiedA brand name is any word, device (design...View AnswerShow Answer

The three main benefits provided by packaging are communication benefits, perceptual benefits, and _________.

Correct AnswerverifiedShow Answer

The Phillies address the cultural diversity of their neighborhood by

Correct AnswerverifiedShow Answer

Which of the following products would have a high-learning product life-cycle curve?

Correct AnswerverifiedShow Answer

To help differentiate a company's brand from competitors, an improved version or new features are added to the original design, and product proliferation occurs in the _________ stage of the product life cycle.

Correct AnswerverifiedShow Answer

A(n) __________ product is one for which significant customer education is required and there is an extended introductory period.

Correct AnswerverifiedShow Answer

Which of the following statements is most accurate?

Correct AnswerverifiedShow Answer

Figure 11-6 above shows five categories and profiles of product adopters.Adopters who have a fear of dept, and depend on neighbors and friends for the information sources are called __________ and would be found in cell _________.

Correct AnswerverifiedShow Answer

Tylenol →\rarr→ offers regular strength, Tylenol →\rarr→ extra-strength, Tylenol →\rarr→ Rapid Release Gels, and Tylenol →\rarr→ 8 hour.The manufacturer of Tylenol is using _________.

Correct AnswerverifiedShow Answer

Any word, device (design, sound, shape, or color) , or combination of these used to distinguish a seller's goods or services is referred to as a _________.

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, eliciting the proper consumer responses to a brand's identity and meaning, and to _________.

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which stage of the product life cycle do marginal competitors begin to leave the market?

Correct AnswerverifiedShow Answer

A(n) __________ product is a style of the times.

Correct AnswerverifiedShow Answer

The apple that appears on every Apple computer product is an example of a

Correct AnswerverifiedShow Answer

The marketing objective for a product in the _________ stage of the product life cycle is to create consumer awareness and gain trial.

Correct AnswerverifiedShow Answer

Four key challenges for package and label designers include (1) a continuing need to connect with customers, (2) environmental concerns, (3) health, safety, and security issues, and (4) __________.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
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Correct Answer
verified
A brand name is any word, device (design...
View Answer

Correct Answer
verified

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Correct Answer
verified

Figure 11-6 above shows five categories and profiles of product adopters.Adopters who have a fear of dept, and depend on neighbors and friends for the information sources are called __ and would be found in cell _.

Correct Answer
verified

Tylenol $\rarr$ offers regular strength, Tylenol $\rarr$ extra-strength, Tylenol $\rarr$ Rapid Release Gels, and Tylenol $\rarr$ 8 hour.The manufacturer of Tylenol is using _________.

Correct Answer
verified

Correct Answer
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