Question 1

When Gatorade introduced Gatorade AM as a morning workout beverage for those avoiding caffeine, it was using a __________ strategy.

Accepted Answer

A)  product modification
B)  brand modification
C)  market modification
D)  market-product extension
E)  diversification

Question 2

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)  harvest

Question 3

What role does price play in the managing of services?

Accepted Answer

There are two roles pricing plays in man...

Question 4

Downsizing reduces the __________.

Accepted Answer

A)  quality of materials without changing the price
B)  product's price along with the quality of the materials
C)  package content without changing its size while maintaining or increasing the package price
D)  number of product features
E)  number of product items in a product line

Question 5

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

Accepted Answer

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

Question 6

The shapes of the product life cycle for high-learning, low-learning, fashion, and fad products vary as does __________.

Accepted Answer

A)  the actual length of time a product stays in any stage of the life cycle
B)  the individual criteria selected to place a firm in a stage of the life cycle
C)  the importance of the marketing mix elements
D)  the importance of environmental forces
E)  the importance of new product innovation

Question 7

Black & Decker uses a __________ strategy to reach the do-it-yourself market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

Accepted Answer

A)  product differentiation branding
B)  multiproduct branding
C)  multibranding
D)  segmentation branding
E)  private branding

Question 8

What role do people play in the managing of services? In answering the question, discuss the concept of customer experience management (CEM).

Accepted Answer

Many services depend on people for the c...

Question 9

The Toro Company makes Toro snow blowers, Toro lawn mowers, Toro yard tools, and Toro sprinkler systems. The Toro Company uses a __________ branding strategy.

Accepted Answer

A)  multibranding
B)  family branding
C)  co-branding
D)  uniform branding
E)  mixed branding

Question 10

In the seven Ps of services, the term "process" refers to

Accepted Answer

A)  the patented steps of service encounters that distinguish one service provider from another.
B)  licensed procedures that have met ISO 9000 guidelines for safety.
C)  the procedures, mechanisms, and flow of activities by which the service is created and delivered.
D)  a protocol for behaviors and activities for people-based rather than technology-based services.
E)  the decisions consumers' make during the purchase of services.

Question 11

A 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)  harvesting

Question 12

One of the most popular means to gain consumer trial is through

Accepted Answer

A)  demonstrations.
B)  free samples.
C)  press releases.
D)  celebrity endorsements.
E)  product diffusion.

Question 13

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)  generalized

Question 14

What are the five shapes that a product life cycle can take? For each type, describe (and as an option, draw) its characteristics.

Accepted Answer

The one generalized product life cycle (...

Question 15

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 must be discarded. Unfortunately, the production process cannot be patented, so competitors could enter the market within a year. Which of the following would be the LEAST sound marketing program decision?

Accepted Answer

A)  Select a skimming pricing strategy to position the product as premium.
B)  Seek widespread distribution to gain a foothold in what might be a potentially huge market.
C)  Limit production capacity until you are certain consumers will actually want the product.
D)  Avoid a connection to the Eveready brand until the product has proven itself.
E)  Use multiple brand names to discourage other competitors from entering the market.

Question 16

The four steps in the sequential process of building the brand equity pyramid include: (1)  developing positive brand awareness; (2)  __________; (3)  eliciting the proper consumer responses to a brand's identity and meaning; and (4)  creating an intense, active, and loyal consumer-brand connection.

Accepted Answer

A)  easing consumers' decision making
B)  forming a brand personality
C)  rewarding loyal customer behavior
D)  establishing a brand's meaning in the minds of consumers
E)  developing brand licensing criteria

Question 17

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 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

Question 18

The four steps in the sequential process of building the brand equity pyramid include: (1)  developing positive brand awareness; (2)  establishing a brand's meaning in the minds of consumers; (3)  eliciting the proper consumer responses to a brand's identity and meaning; and (4)  __________.

Accepted Answer

A)  easing consumers' decision making
B)  forming a brand personality
C)  creating a consumer-brand connection
D)  rewarding loyal customer behavior
E)  developing brand licensing criteria

Question 19

A strategy of harvesting may be employed in the decline stage of a product life to __________.

Accepted Answer

A)  maintain primary demand for a product category
B)  acquire as many new customers as possible
C)  maintain the ability to meet ongoing customers' requests
D)  eliminate all production costs
E)  reposition the product

Question 20

Nike has successfully used __________ with its lines Air Jordan and Air Lebron.

Accepted Answer

A)  family branding
B)  subbranding
C)  multiproduct branding
D)  mixed branding
E)  generic branding

Exam 10: Managing Successful Products, Services, and Brands

What role does price play in the managing of services?

Correct Answer
verified
There are two roles pricing plays in man...
View Answer

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

Correct Answer
verified

What role do people play in the managing of services? In answering the question, discuss the concept of customer experience management (CEM).

Correct Answer
verified
Many services depend on people for the c...
View Answer

A 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

A strategy of harvesting may be employed in the decline stage of a product life to __________.

Correct Answer
verified

One of the most popular means to gain consumer trial is through

Correct Answer
verified

When Gatorade introduced Gatorade AM as a morning workout beverage for those avoiding caffeine, it was using a __________ strategy.

Correct Answer
verified

Correct Answer
verified

The Toro Company makes Toro snow blowers, Toro lawn mowers, Toro yard tools, and Toro sprinkler systems. The Toro Company uses a __________ branding strategy.

Correct Answer
verified

The four steps in the sequential process of building the brand equity pyramid include: (1) developing positive brand awareness; (2) establishing a brand's meaning in the minds of consumers; (3) eliciting the proper consumer responses to a brand's identity and meaning; and (4) __________.

Correct Answer
verified

Black & Decker uses a __________ strategy to reach the do-it-yourself market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

Correct Answer
verified

Nike has successfully used __________ with its lines Air Jordan and Air Lebron.

Correct Answer
verified

In the seven Ps of services, the term "process" refers to

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

The four steps in the sequential process of building the brand equity pyramid include: (1) developing positive brand awareness; (2) __________; (3) eliciting the proper consumer responses to a brand's identity and meaning; and (4) creating an intense, active, and loyal consumer-brand connection.

Correct Answer
verified

The shapes of the product life cycle for high-learning, low-learning, fashion, and fad products vary as does __________.

Correct Answer
verified

What are the five shapes that a product life cycle can take? For each type, describe (and as an option, draw) its characteristics.

Correct Answer
verified
The one generalized product life cycle (...
View Answer

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

Correct Answer
verified

Downsizing reduces the __________.

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

What role does price play in the managing of services?

Correct AnswerverifiedThere are two roles pricing plays in man...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

What role do people play in the managing of services? In answering the question, discuss the concept of customer experience management (CEM).

Correct AnswerverifiedMany services depend on people for the c...View AnswerShow Answer

A 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

A strategy of harvesting may be employed in the decline stage of a product life to __________.

Correct AnswerverifiedShow Answer

One of the most popular means to gain consumer trial is through

Correct AnswerverifiedShow Answer

When Gatorade introduced Gatorade AM as a morning workout beverage for those avoiding caffeine, it was using a __________ strategy.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The Toro Company makes Toro snow blowers, Toro lawn mowers, Toro yard tools, and Toro sprinkler systems. The Toro Company uses a __________ branding strategy.

Correct AnswerverifiedShow Answer

The four steps in the sequential process of building the brand equity pyramid include: (1) developing positive brand awareness; (2) establishing a brand's meaning in the minds of consumers; (3) eliciting the proper consumer responses to a brand's identity and meaning; and (4) __________.

Correct AnswerverifiedShow Answer

Black & Decker uses a __________ strategy to reach the do-it-yourself market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

Correct AnswerverifiedShow Answer

Nike has successfully used __________ with its lines Air Jordan and Air Lebron.

Correct AnswerverifiedShow Answer

In the seven Ps of services, the term "process" refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The four steps in the sequential process of building the brand equity pyramid include: (1) developing positive brand awareness; (2) __________; (3) eliciting the proper consumer responses to a brand's identity and meaning; and (4) creating an intense, active, and loyal consumer-brand connection.

Correct AnswerverifiedShow Answer

The shapes of the product life cycle for high-learning, low-learning, fashion, and fad products vary as does __________.

Correct AnswerverifiedShow Answer

What are the five shapes that a product life cycle can take? For each type, describe (and as an option, draw) its characteristics.

Correct AnswerverifiedThe one generalized product life cycle (...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Downsizing reduces the __________.

Correct AnswerverifiedShow Answer

Correct Answer
verified
There are two roles pricing plays in man...
View Answer

Correct Answer
verified

Correct Answer
verified
Many services depend on people for the c...
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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Correct Answer
verified
The one generalized product life cycle (...
View Answer

Correct Answer
verified

Correct Answer
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