Question 1

IBM's choice of "PCjr" as a brand name for its first home computer, was ineffective because

Accepted Answer

A)  the name was not distinctive nor was it memorable.
B)  the name did not fit the company image.
C)  the name had too many legal restrictions.
D)  the name was too confusing with both capital and lowercase letters.
E)  the name failed to suggest the product benefits.F) A) and D)
G) A) and C)

Question 2

3M is a master of _________ strategy.According to a 3M manager, "we hit fast, price high, and get the heck out when the me-too-products pour in."

Accepted Answer

A)  penetration pricing
B)  cost-plus pricing
C)  ROI pricing
D)  market-oriented pricing
E)  skimming pricingF) D) and E)
G) C) and D)

Question 3

Customers will often judge the quality of the service experience based on the performance of the people providing the service.This aspect of services marketing has led to a concept called

Accepted Answer

A)  customer relationship management.
B)  customer experience management.
C)  customer promotion marketing.
D)  disjointed marketing.
E)  publicity marketing.F) None of the above
G) D) and E)

Question 4

FIGURE 11-7 
-If you were a marketing manager and presented with the information in the Using Marketing Dashboards Figure 11-7 above, which segment has the most opportunity for increasing Hawaiian Punch sales?

Accepted Answer

A)  households without children
B)  households with children 13 to 18 years old
C)  households with children under 6 years old
D)  households with children 7 to 12 years old
E)  According to the BDI, all though some segments measure above a 100, there is still great opportunity for growth in every segment.F) C) and D)
G) A) and D)

Question 5

What are the five product life cycle types described in the text? For each type, describe (and as an option, draw) its characteristics.

Accepted Answer

The five product life cycles (PLC) are:
...

Question 6

FIGURE 11- 
-In Figure 11-9 above, "D" and "E" represents the second step in the sequential building process of brand equity which would be to establish a brand's meaning in the minds of consumers from two dimensions:

Accepted Answer

A)  brand identity/brand emotion.
B)  brand performance/ brand imagery.
C)  consumer judgments/consumer feelings.
D)  brand connotation/brand awareness.
E)  consumer feelings/brand imagery.F) B) and E)
G) None of the above

Question 7

Which of the following is an example of a product in the growth stage of the product life cycle?

Accepted Answer

A)  digital cameras
B)  electric vehicles
C)  HDTV
D)  soft drinks
E)  3D HDTVsF) C) and D)
G) D) and E)

Question 8

The desire for a product class rather than for a specific brand is called ________ demand.

Accepted Answer

A)  selective
B)  primary
C)  derived
D)  generic
E)  secondaryF) All of the above
G) A) and E)

Question 9

A contractual agreement whereby one company (licensor)  allows its brand name(s) , or trademark(s)  to be used with products or services offered by another company (licensee)  for a royalty or fee is referred to as _________.

Accepted Answer

A)  manufacturer branding
B)  generic branding
C)  reseller branding
D)  mixed branding
E)  brand licensingF) B) and D)
G) A) and E)

Question 10

Pez was originally sold in Europe as a _________ in plain "headless" dispenser.The product got its name from the German word for peppermint, pfefferminz.

Accepted Answer

A)  chewing gum
B)  breath mint
C)  antacid
D)  pain reliever
E)  Christmas candyF) A) and D)
G) All of the above

Question 11

The four steps in the sequential building process of brand equity include positive brand awareness, _________, eliciting the proper consumer responses to a brand's identity and meaning, and to create a consumer-brand connection

Accepted Answer

A)  establishing a brand's meaning in the minds of consumers
B)  products lower in price
C)  easing consumers' decision making
D)  products higher in value
E)  needed market modificationF) A) and E)
G) A) and C)

Question 12

"Gatorade Thirst Quencher displays the letter G front and center along with the brand's iconic bolt.For Gatorade, G represents the heart, hustle, and soul of athleticism and will become a badge of pride for anyone who sweats, no matter they are active".This is an example of

Accepted Answer

A)  functional benefits.
B)  communications benefits.
C)  perceptual benefits.
D)  physical benefits.
E)  tangible benefits.F) B) and D)
G) All of the above

Question 13

Figure 11-6 above shows five categories and profiles of product adopters.Skeptical, with below average social status adopters 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, EF) A) and E)
G) B) and D)

Question 14

Managing the demand for a service so that a sufficient supply is available to customers is called

Accepted Answer

A)  idle production capacity.
B)  inventory management.
C)  capacity management.
D)  off-peak pricing.
E)  gap analysis.F) A) and B)
G) A) and C)

Question 15

Brand equity refers to

Accepted Answer

A)  the resources invested to create a name, phrase, design, symbol, or combination of these to identify a firm's products and distinguish them from those of its competitors.
B)  adding customer value to the product brand through additional features or higher-quality materials, or reducing its price.
C)  increasing the content contained within the brand's package without changing its size or increasing its price.
D)  the net present value of the royalties the firm receives as a result of licensing its brand to other firms to manufacture and/or market.
E)  the added value a brand name gives to a product beyond the functional benefits provided.F) A) and E)
G) None of the above

Question 16

Your product has been suffering from steadily eroding sales and profits.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 support costs.
C)  Stimulate primary demand.
D)  Reduce the production of the product.
E)  Reduce the marketing of the product.F) A) and E)
G) A) and D)

Question 17

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

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 brands identity and meaning
D)  create a consumer-brand connection
E)  reward loyal customer behaviorF) C) and D)
G) B) and E)

Question 18

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 line extension product by making it diminutive (adding "jr." or "little") .
C)  combining a corporate brand with a new brand.
D)  creating a "knock-off" version of a product and changing the spelling of the name (chicken to chikin) .
E)  using the same name for the original product and all subsequent product extensions.F) B) and D)
G) None of the above

Question 19

How long is a product life cycle? What determines its length?

Accepted Answer

There is no exact time that a product ta...

Question 20

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)  get as many new customers as possible.
C)  maintain the ability to meet customers' requests.
D)  eliminate production and distribution costs.
E)  reposition the product.F) A) and B)
G) C) and E)

Exam 11: Managing Successful Products, Services, and Brands

Pez was originally sold in Europe as a _________ in plain "headless" dispenser.The product got its name from the German word for peppermint, pfefferminz.

Correct AnswerverifiedShow Answer

Figure 11-6 above shows five categories and profiles of product adopters.Skeptical, with below average social status adopters are called __________ and would be found in cell _________.

Correct AnswerverifiedShow Answer

A contractual agreement whereby one company (licensor) allows its brand name(s) , or trademark(s) to be used with products or services offered by another company (licensee) for a royalty or fee is referred to as _________.

Correct AnswerverifiedShow Answer

Your product has been suffering from steadily eroding sales and profits.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

Which of the following is an example of a product in the growth stage of the product life cycle?

Correct AnswerverifiedShow Answer

Subbranding involves

Correct AnswerverifiedShow Answer

FIGURE 11-7 -If you were a marketing manager and presented with the information in the Using Marketing Dashboards Figure 11-7 above, which segment has the most opportunity for increasing Hawaiian Punch sales?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

FIGURE 11- -In Figure 11-9 above, "D" and "E" represents the second step in the sequential building process of brand equity which would be to establish a brand's meaning in the minds of consumers from two dimensions:

Correct AnswerverifiedShow Answer

3M is a master of _________ strategy.According to a 3M manager, "we hit fast, price high, and get the heck out when the me-too-products pour in."

Correct AnswerverifiedShow Answer

Managing the demand for a service so that a sufficient supply is available to customers is called

Correct AnswerverifiedShow Answer

The four steps in the sequential building process of brand equity include positive brand awareness, _________, eliciting the proper consumer responses to a brand's identity and meaning, and to create a consumer-brand connection

Correct AnswerverifiedShow Answer

What are the five product life cycle types described in the text? For each type, describe (and as an option, draw) its characteristics.

Correct AnswerverifiedThe five product life cycles (PLC) are:...View AnswerShow Answer

Brand equity refers to

Correct AnswerverifiedShow Answer

How long is a product life cycle? What determines its length?

Correct AnswerverifiedThere is no exact time that a product ta...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

IBM's choice of "PCjr" as a brand name for its first home computer, was ineffective because

Correct AnswerverifiedShow Answer

Customers will often judge the quality of the service experience based on the performance of the people providing the service.This aspect of services marketing has led to a concept called

Correct AnswerverifiedShow Answer

"Gatorade Thirst Quencher displays the letter G front and center along with the brand's iconic bolt.For Gatorade, G represents the heart, hustle, and soul of athleticism and will become a badge of pride for anyone who sweats, no matter they are active".This is an example of

Correct AnswerverifiedShow Answer

The desire for a product class rather than for a specific brand is called ________ demand.

Correct AnswerverifiedShow Answer

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Figure 11-6 above shows five categories and profiles of product adopters.Skeptical, with below average social status adopters are called __ and would be found in cell _.

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The five product life cycles (PLC) are:
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There is no exact time that a product ta...
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