Question 1

When Apple first introduced the Apple II personal computer in 1977,industry analysts predicted that very few would be sold.However,a short time after the product was made available,consumers who were young,highly educated,adventuresome,and who were well informed began buying them.While those buyers were relatively few in number,marketers like IBM and Compaq were encouraged because other,less adventuresome consumers like businesspeople would likely adopt personal computers later.Based on the diffusion of innovation concept,those first buyers of personal computers were __________.

Accepted Answer

A)  early adopters
B)  early majority
C)  innovators
D)  product leaders
E)  diffusion leadersF) A) and B)
G) B) and E)

Question 2

At which stage in the product life cycle do industry profits usually peak?

Accepted Answer

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

Question 3

Which of the following products has the brand name that BEST suggests its benefit according to the six criteria for selecting a good brand name?

Accepted Answer

A)  Spam canned meat
B)  Ken's salad dressing
C)  Formula 409 cleaner
D)  Match Light charcoal
E)  Bayer aspirinF) B) and C)
G) A) and D)

Question 4

When selecting a brand name,it should: (1) suggest the product benefits; (2) be memorable,distinctive and positive; (3) __________; (4) have no legal or regulatory restrictions; (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)  fit the company or product image
D)  not be easily imitated
E)  be patentedF) D) and E)
G) All of the above

Question 5

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

Accepted Answer

A)  electric cars
B)  Fusion razors
C)  fleece bikinis
D)  women's hosiery
E)  vinyl dressesF) A) and B)
G) C) and D)

Question 6

For years,when most consumers thought of cranberries,they thought of the Ocean Spray brand.Then Northland cranberry juice came on the market,claiming that it was superior to the Ocean Spray brand.Northland was creating __________ demand for its cranberry products.

Accepted Answer

A)  primary
B)  derived
C)  generic
D)  selective
E)  secondaryF) B) and C)
G) A) and C)

Question 7

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while.The product's recent introduction of a DiGiorno cheese stuffed crust to its line of pizzas is an example of __________.

Accepted Answer

A)  a market-product grid
B)  diversification
C)  market modification
D)  product class extension
E)  product modificationF) D) and E)
G) A) and D)

Question 8

Johnson & Johnson effectively repositioned St.Joseph Aspirin as a product for infants to an adult low-strength aspirin to reduce the risk of heart attacks or strokes.This is an example of a product repositioning by __________.

Accepted Answer

A)  reacting to a competitor's position
B)  reaching a new market
C)  catching a rising trend
D)  changing the value offered
E)  product modificationF) D) and E)
G) A) and C)

Question 9

In the late 1950s and 1960s,television westerns were extremely popular.These adventure shows had settings and costumes that were very unlike other shows of that time (comedy,variety,crime,etc. ) .Popular programs included Gunsmoke,Bonanza,Wagon Train,The Big Valley etc.When ratings declined as viewers gradually stopped watching this TV genre,production companies found the networks no longer wanted to buy and televise such shows.The production companies used a __________ strategy and stopped production on all television westerns when the networks stopped showing them.

Accepted Answer

A)  diversification
B)  aggregation
C)  segmentation
D)  deletion
E)  harvestingF) C) and D)
G) A) and E)

Question 10

Apple introduced the iPhone and iPad that use a multitouch screen to control and interact with what's on its screen,as well as the Magic Trackpad,which is also is a multitouch device.These devices require consumers to use gestures (touch,swipe,tap,etc. ) to perform various functions.This could "exterminate" the "mouse," a device Apple invented in 1977 for its Apple II computer that enabled users to perform various functions by moving the mouse and clicking its button.Based on the emergence of these two multitouch technologies,the mouse MOST LIKELY is now in the __________ stage of its product life cycle.

Accepted Answer

A)  introduction
B)  decline
C)  maturity
D)  deletion
E)  harvestingF) B) and E)
G) B) and D)

Question 11

Which of the following statements about are perceptual benefits conveyed by a product's packaging and labeling is NOT true?

Accepted Answer

A)  Global brands can benefit from "country of origin or manufacture" perceptions since consumers tend to hold ethnocentric stereotypes about country-product pairings that they judge "best."
B)  Packaging and labeling have been shown to enhance brand recognition and facilitate the formation of strong,favorable,and unique brand associations.
C)  Packaging and labeling satisfy the legal requirements for the conveyance of information.
D)  Changes in packaging and labeling can uphold a brand's image in consumers' minds.
E)  The color,shape,and graphics of a package or label distinguish one brand from another.F) A) and B)
G) All of the above

Question 12

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

Accepted Answer

A)  brand caché
B)  brand net worth
C)  brand equity
D)  brand benefit
E)  brand enhancementF) A) and C)
G) A) and B)

Question 13

If a firm's marketing dashboard displays a BDI under 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) C) and D)
G) None of the above

Question 14

Tylenol successfully used __________ with the introduction of Tylenol →\rightarrow→ Arthritis,Tylenol →\rightarrow→ Sinus and Allergy,Tylenol →\rightarrow→ Cold and Flu,and Tylenol →\rightarrow→ Pain and Sleeplessness.

Accepted Answer

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

Question 15

Four key challenges that package and label designers face include: (1) connecting with customers; (2) __________; (3) health,safety,and security issues;and (4) cost reduction.

Accepted Answer

A)  governmental regulations
B)  environmental concerns
C)  competition from global markets
D)  patent and trademark issues
E)  cultural and societal issuesF) C) and D)
G) A) and B)

Question 16

A brand name refers to __________.

Accepted Answer

A)  a product's identifier that only can be spoken
B)  a product's identifier that consists of only the symbol or design that cannot be spoken
C)  any word,device (design,sound,shape or color) ,or combination of these used to distinguish a seller's products or services
D)  the commercial,legal name under which a company does business
E)  the identification of an organization's products based upon individual SKUsF) A) and B)
G) A) and C)

Question 17

Express warranties

Accepted Answer

A)  provide a written statement of manufacturer liability.
B)  state the bounds of coverage,and more important,areas of noncoverage.
C)  have no limits of noncoverage.
D)  assign responsibility for product deficiencies to the manufacturer.
E)  assign responsibility for product deficiencies on misuse to the consumer.F) All of the above
G) A) and E)

Question 18

Gatorade successfully used a __________ strategy when it introduced Gatorade G2.

Accepted Answer

A)  subbranding
B)  multibranding
C)  mixed branding
D)  generic branding
E)  family brandingF) C) and D)
G) C) and E)

Question 19

A branding strategy in which a company uses one name for all its products in a product class is referred to as __________.

Accepted Answer

A)  global branding
B)  public branding
C)  multibranding
D)  brand licensing
E)  multiproduct brandingF) B) and E)
G) A) and D)

Question 20

The second step in the sequential process of building brand equity is to __________.

Accepted Answer

A)  develop positive brand awareness
B)  establish a brand's meaning in the minds of consumers
C)  elicit the proper consumer responses to a brand's identity and meaning
D)  create a consumer-brand connection
E)  reward loyal customer behaviorF) B) and C)
G) A) and E)

Exam 11: Managing Successful Products, Services, and Brands

Tylenol successfully used __________ with the introduction of Tylenol $\rightarrow$ Arthritis,Tylenol $\rightarrow$ Sinus and Allergy,Tylenol $\rightarrow$ Cold and Flu,and Tylenol $\rightarrow$ Pain and Sleeplessness.

Correct Answer
verified

For years,when most consumers thought of cranberries,they thought of the Ocean Spray brand.Then Northland cranberry juice came on the market,claiming that it was superior to the Ocean Spray brand.Northland was creating __________ demand for its cranberry products.

Correct Answer
verified

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

Correct Answer
verified

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while.The product's recent introduction of a DiGiorno cheese stuffed crust to its line of pizzas is an example of __________.

Correct Answer
verified

A brand name refers to __________.

Correct Answer
verified

When selecting a brand name,it should: (1) suggest the product benefits; (2) be memorable,distinctive and positive; (3) __________; (4) have no legal or regulatory restrictions; (5) be simple and emotional;and (6) have favorable phonetic and semantic associations in other languages.

Correct Answer
verified

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

Correct Answer
verified

At which stage in the product life cycle do industry profits usually peak?

Correct Answer
verified

Correct Answer
verified

Express warranties

Correct Answer
verified

Gatorade successfully used a __________ strategy when it introduced Gatorade G2.

Correct Answer
verified

Four key challenges that package and label designers face include: (1) connecting with customers; (2) __________; (3) health,safety,and security issues;and (4) cost reduction.

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Which of the following products has the brand name that BEST suggests its benefit according to the six criteria for selecting a good brand name?

Correct Answer
verified

Which of the following statements about are perceptual benefits conveyed by a product's packaging and labeling is NOT true?

Correct Answer
verified

The second step in the sequential process of building brand equity is to __________.

Correct Answer
verified

Correct Answer
verified

A branding strategy in which a company uses one name for all its products in a product class is referred to as __________.

Correct Answer
verified

Johnson & Johnson effectively repositioned St.Joseph Aspirin as a product for infants to an adult low-strength aspirin to reduce the risk of heart attacks or strokes.This is an example of a product repositioning by __________.

Correct Answer
verified

Exam 11: Managing Successful Products, Services, and Brands

Tylenol successfully used __________ with the introduction of Tylenol →\rightarrow→ Arthritis,Tylenol →\rightarrow→ Sinus and Allergy,Tylenol →\rightarrow→ Cold and Flu,and Tylenol →\rightarrow→ Pain and Sleeplessness.

Correct AnswerverifiedShow Answer

For years,when most consumers thought of cranberries,they thought of the Ocean Spray brand.Then Northland cranberry juice came on the market,claiming that it was superior to the Ocean Spray brand.Northland was creating __________ demand for its cranberry products.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while.The product's recent introduction of a DiGiorno cheese stuffed crust to its line of pizzas is an example of __________.

Correct AnswerverifiedShow Answer

A brand name refers to __________.

Correct AnswerverifiedShow Answer

When selecting a brand name,it should: (1) suggest the product benefits; (2) be memorable,distinctive and positive; (3) __________; (4) have no legal or regulatory restrictions; (5) be simple and emotional;and (6) have favorable phonetic and semantic associations in other languages.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

At which stage in the product life cycle do industry profits usually peak?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Express warranties

Correct AnswerverifiedShow Answer

Gatorade successfully used a __________ strategy when it introduced Gatorade G2.

Correct AnswerverifiedShow Answer

Four key challenges that package and label designers face include: (1) connecting with customers; (2) __________; (3) health,safety,and security issues;and (4) cost reduction.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following products has the brand name that BEST suggests its benefit according to the six criteria for selecting a good brand name?

Correct AnswerverifiedShow Answer

Which of the following statements about are perceptual benefits conveyed by a product's packaging and labeling is NOT true?

Correct AnswerverifiedShow Answer

The second step in the sequential process of building brand equity is to __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A branding strategy in which a company uses one name for all its products in a product class is referred to as __________.

Correct AnswerverifiedShow Answer

Johnson & Johnson effectively repositioned St.Joseph Aspirin as a product for infants to an adult low-strength aspirin to reduce the risk of heart attacks or strokes.This is an example of a product repositioning by __________.

Correct AnswerverifiedShow Answer

Tylenol successfully used __________ with the introduction of Tylenol $\rightarrow$ Arthritis,Tylenol $\rightarrow$ Sinus and Allergy,Tylenol $\rightarrow$ Cold and Flu,and Tylenol $\rightarrow$ Pain and Sleeplessness.

Correct Answer
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