Question 1

There are several reasons why a consumer would be reluctant to adopt a new product, including a psychological barrier, which occurs when __________.

Accepted Answer

A)  there is no incentive to change
B)  there are physical, economic, or social risks
C)  there are cultural differences or image problems
D)  the financial commitment is too great
E)  the product is not consistent with existing habitsF) B) and C)
G) A) and E)

Question 2

A branding strategy in which a firm markets some products under its own name(s)  and other products under the name of a reseller because the segment attracted to the reseller is different from its own market is referred to as __________.

Accepted Answer

A)  multibranding
B)  generic branding
C)  private branding
D)  mixed branding
E)  multiproduct brandingF) None of the above
G) A) and B)

Question 3

Proctor and Gamble repositioned its Old Spice anti-perspirant brand from a deodorant your grandfather might use to a strong, hip anti-perspirant through commercials that showed the target market of 18- to 30-year-old men advocating its use. P&G used this product repositioning strategy with its Old Spice brand anti-perspirant to __________.

Accepted Answer

A)  react to a competitor's position
B)  catch a rising trend
C)  change the value offered
D)  diversify its product portfolio
E)  reach a new marketF) A) and B)
G) B) and E)

Question 4

A product manager is sometimes called a __________.

Accepted Answer

A)  chief marketing officer (CMO) 
B)  brand manager
C)  marketing manager
D)  category manager
E)  sales managerF) D) and E)
G) C) and D)

Question 5

The classifications of innovators, early adopters, early majority, late majority, and laggards are all based upon __________.

Accepted Answer

A)  how frequently a consumer uses a product
B)  the number and strength of competitors
C)  when consumers begin buying a new product
D)  the time it takes to educate a consumer in the use of a new technology
E)  how quickly consumers respond to an advertising message or campaignF) D) and E)
G) C) and E)

Question 6

-The product life cycle shown in Box A in Figure 10-3 above is an example of a __________ product.

Accepted Answer

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

Question 7

When selecting a brand name, it should: (1)  suggest product benefits; (2)  be memorable, distinctive and positive; (3)  fit the company or product image; (4)  __________; (5)  be simple and emotional; and (6)  have favorable phonetic and semantic associations in other languages.

Accepted Answer

A)  never have a humorous connotation
B)  be easy to spell and pronounce
C)  be patented
D)  not be easily imitated
E)  have no legal or regulatory restrictionsF) None of the above
G) A) and E)

Question 8

Which of the following is FALSE about a multibranding strategy?

Accepted Answer

A)  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 multibranding 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) C) and D)
G) A) and B)

Question 9

-In the CDI/BDI Marketing Dashboard above, which segment consumes the MOST fruit drinks?

Accepted Answer

A)  households without children
B)  households with children 13 to 18 years old
C)  households with children 6 years old or under
D)  households with children 7 to 12 years old
E)  Because the BDI and CDI show inconsistencies in their measurements, especially in the segment of children under the age of six, it is impossible to answer the question.F) A) and D)
G) A) and B)

Question 10

Seventy-one percent of consumers consider __________ to be the best way to evaluate a new product.

Accepted Answer

A)  demonstrations
B)  free samples
C)  press releases
D)  celebrity endorsements
E)  product diffusionF) None of the above
G) C) and D)

Question 11

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

Accepted Answer

A)  communication benefits
B)  storage benefits
C)  perceptual benefits
D)  protection benefits
E)  self-realization benefitsF) B) and E)
G) A) and B)

Question 12

When a company sells a new product with the current brand name to enter a new market segment in its product class, it is using a __________ strategy.

Accepted Answer

A)  mixed branding
B)  brand extension
C)  co-branding
D)  family branding
E)  product line extensionF) All of the above
G) C) and D)

Question 13

Free samples are one of the most popular means to gain consumer trial. In fact, most consumers consider a sample to __________.

Accepted Answer

A)  simulate laggard usage of the product
B)  be the best way to evaluate a new product
C)  be faster than purchasing a product
D)  be safer than purchasing a product
E)  circumvent the typical adoption cycleF) B) and D)
G) A) and B)

Question 14

At which stage of the product life cycle are microwave ovens?

Accepted Answer

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

Question 15

Kellogg's changed the name of its Heartwise cereal to Fiberwise most likely to __________.

Accepted Answer

A)  respond to a changing public interest from heart to intestinal health issues
B)  convey a stronger product image, since "heart" implied sentimentality and "fiber" implied strength
C)  comply with Food and Drug Administration guidelines on the use of the word "heart" in food brand names
D)  avoid a lawsuit by the makers of HeartPro Organic Cereal because they claimed the names and benefits were too similar
E)  complement its new line of breakfast fiber barsF) A) and B)
G) A) and E)

Question 16

Another name for multiproduct branding is __________.

Accepted Answer

A)  family branding
B)  mixed branding
C)  uniform branding
D)  co-branding
E)  multibrandingF) C) and D)
G) All of the above

Question 17

During the introduction stage of the product life cycle, the place (distribution)  element of the marketing mix is highly involved with __________.

Accepted Answer

A)  increasing inventory levels at warehouses and distribution centers to meet potential demand
B)  gaining distribution, even though many channel intermediaries will be reluctant to carry a new product
C)  using an intermodal logistics system to get the products through the marketing channel as quickly as possible
D)  building storage warehouses and distribution centers to establish an efficient infrastructure for the new product
E)  obtaining contracts with independent sales agents and brokers instead of using the firm's salesforceF) C) and D)
G) A) and E)

Question 18

In terms of new product purchases, early adopters

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 sources.F) C) and D)
G) D) and E)

Question 19

The swoosh that appears on every Nike product is an example of a __________.

Accepted Answer

A)  copyright
B)  trade name
C)  trademark
D)  brand name
E)  labelF) A) and B)
G) A) and C)

Question 20

What is the marketing objective for the decline stage of the product life cycle?

Accepted Answer

A)  harvesting
B)  add outlets
C)  stress differentiation
D)  gain awareness
E)  maintain brand loyaltyF) A) and B)
G) C) and D)

Exam 10: Managing Successful Products, Services, and Brands

-In the CDI/BDI Marketing Dashboard above, which segment consumes the MOST fruit drinks?

Correct Answer
verified

When a company sells a new product with the current brand name to enter a new market segment in its product class, it is using a __________ strategy.

Correct Answer
verified

Another name for multiproduct branding is __________.

Correct Answer
verified

-The product life cycle shown in Box A in Figure 10-3 above is an example of a __________ product.

Correct Answer
verified

The classifications of innovators, early adopters, early majority, late majority, and laggards are all based upon __________.

Correct Answer
verified

During the introduction stage of the product life cycle, the place (distribution) element of the marketing mix is highly involved with __________.

Correct Answer
verified

The swoosh that appears on every Nike product is an example of a __________.

Correct Answer
verified

Free samples are one of the most popular means to gain consumer trial. In fact, most consumers consider a sample to __________.

Correct Answer
verified

When selecting a brand name, it should: (1) suggest product benefits; (2) be memorable, distinctive and positive; (3) fit the company or product image; (4) __________; (5) be simple and emotional; and (6) have favorable phonetic and semantic associations in other languages.

Correct Answer
verified

In terms of new product purchases, early adopters

Correct Answer
verified

Seventy-one percent of consumers consider __________ to be the best way to evaluate a new product.

Correct Answer
verified

Correct Answer
verified

There are several reasons why a consumer would be reluctant to adopt a new product, including a psychological barrier, which occurs when __________.

Correct Answer
verified

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

Correct Answer
verified

A product manager is sometimes called a __________.

Correct Answer
verified

At which stage of the product life cycle are microwave ovens?

Correct Answer
verified

What is the marketing objective for the decline stage of the product life cycle?

Correct Answer
verified

Which of the following is FALSE about a multibranding strategy?

Correct Answer
verified

Kellogg's changed the name of its Heartwise cereal to Fiberwise most likely to __________.

Correct Answer
verified

A branding strategy in which a firm markets some products under its own name(s) and other products under the name of a reseller because the segment attracted to the reseller is different from its own market is referred to as __________.

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

-In the CDI/BDI Marketing Dashboard above, which segment consumes the MOST fruit drinks?

Correct AnswerverifiedShow Answer

When a company sells a new product with the current brand name to enter a new market segment in its product class, it is using a __________ strategy.

Correct AnswerverifiedShow Answer

Another name for multiproduct branding is __________.

Correct AnswerverifiedShow Answer

-The product life cycle shown in Box A in Figure 10-3 above is an example of a __________ product.

Correct AnswerverifiedShow Answer

The classifications of innovators, early adopters, early majority, late majority, and laggards are all based upon __________.

Correct AnswerverifiedShow Answer

During the introduction stage of the product life cycle, the place (distribution) element of the marketing mix is highly involved with __________.

Correct AnswerverifiedShow Answer

The swoosh that appears on every Nike product is an example of a __________.

Correct AnswerverifiedShow Answer

Free samples are one of the most popular means to gain consumer trial. In fact, most consumers consider a sample to __________.

Correct AnswerverifiedShow Answer

When selecting a brand name, it should: (1) suggest product benefits; (2) be memorable, distinctive and positive; (3) fit the company or product image; (4) __________; (5) be simple and emotional; and (6) have favorable phonetic and semantic associations in other languages.

Correct AnswerverifiedShow Answer

In terms of new product purchases, early adopters

Correct AnswerverifiedShow Answer

Seventy-one percent of consumers consider __________ to be the best way to evaluate a new product.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

There are several reasons why a consumer would be reluctant to adopt a new product, including a psychological barrier, which occurs when __________.

Correct AnswerverifiedShow Answer

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

Correct AnswerverifiedShow Answer

A product manager is sometimes called a __________.

Correct AnswerverifiedShow Answer

At which stage of the product life cycle are microwave ovens?

Correct AnswerverifiedShow Answer

What is the marketing objective for the decline stage of the product life cycle?

Correct AnswerverifiedShow Answer

Which of the following is FALSE about a multibranding strategy?

Correct AnswerverifiedShow Answer

Kellogg's changed the name of its Heartwise cereal to Fiberwise most likely to __________.

Correct AnswerverifiedShow Answer

A branding strategy in which a firm markets some products under its own name(s) and other products under the name of a reseller because the segment attracted to the reseller is different from its own market is referred to as __________.

Correct AnswerverifiedShow Answer

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verified

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