Question 1

The types of products Mary Kay,Inc.offers to its women customers are likely to have which type of product life cycle?

Accepted Answer

A)  fad
B)  high-learning
C)  fashion
D)  trading-down
E)  brand-licensed

Question 2

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

Accepted Answer

A)  electric cars
B)  Fusion razor
C)  interactive television
D)  software for learning a foreign language
E)  convection ovens

Question 3

In 1984,IBM launched the "PCjr," its first low-priced,educational/home personal computer.Sales were poor because IBM most likely violated which criterion of picking a good brand name?

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.

Question 4

Seiko makes watches.It markets its higher quality watches under the Seiko or LaSalle brand name,and its lower-priced watches are sold under the Pulsar brand.Seiko uses a __________ strategy.

Accepted Answer

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

Question 5

Which of the following statements regarding Gatorade's branding is most accurate?

Accepted Answer

A)  Gatorade uses the same formula for all its products and simply changes the brand name when introducing new flavors.
B)  Gatorade's success can be attributed to management's decision to find and stick with one channel of distribution.
C)  Gatorade changed its color,packaging,and size of items in the product line for the domestic market so that they would not conflict with those marketed to foreign markets.
D)  Gatorade has used the same packaging since the product debuted in 1965.
E)  Gatorade has changed its product formulation,packaging,and advertising over the years in response to changes in the marketplace.

Question 6

Your product has been suffering from steadily eroding sales.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 marketing costs
C)  stimulate primary demand
D)  stimulate selective demand
E)  rebrand the product

Question 7

A risk with __________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

Accepted Answer

A)  brand extensions
B)  family branding
C)  co-branding
D)  private branding
E)  mixed branding

Question 8

The term branding refers to __________.

Accepted Answer

A)  the licensing of a name,phrase,design,symbol,or combination of these for a period of 17 years,at which time a firm may renew its intellectual property rights to them
B)  the value added to the product from the additional features given to a product beyond its functional attributes
C)  the identification of an organization's products based upon individual SKUs
D)  an organization's use of a name,phrase,design,symbol,or combination of these to identify its products and distinguish them from those of competitors
E)  the establishment of a commercial,legal name under which a company does business

Question 9

-As shown in the UMD10: CDI/BDI Marketing Dashboard above,a BDI of 30 is determined by __________.

Accepted Answer

A)  finding the percent of the U.S.population in the "Households without children" segment divided by the percent of Hawaiian Punch sold to households without children in the U.S.multiplied by 100
B)  finding the percent of Hawaiian Punch sold to households without children in the U.S.divided by the percent of the U.S.population in the "Households without children" segment multiplied by 100
C)  subtracting the total number of non-users from the total number of users of Hawaiian Punch sold to households without children
D)  finding the difference in total sales of Hawaiian Punch between households who have children with those who do not
E)  using a chart provided in the category development index

Question 10

Many nonprofit organizations use PSAs in their media planning.What does the acronym "PSA" stand for?

Accepted Answer

A)  public stakeholder agreement
B)  promotional service amendment
C)  public service announcement
D)  public sustainability amendment
E)  promotional setting announcement

Question 11

When the Floral Council,a trade association of flower shop retailers,advertises that giving flowers is a thoughtful and appreciated gift for any occasion,it is trying to stimulate __________ demand.

Accepted Answer

A)  selective
B)  primary
C)  derived
D)  generic
E)  secondary

Question 12

Products such as Yoplait's Go-GURT portable low-fat yogurt in a tube demonstrate the importance of the __________ of packaging.

Accepted Answer

A)  perceptual benefits
B)  communication benefits
C)  functional benefits
D)  technology
E)  renewable resources

Question 13

Four key challenges that package and label designers face include: (1) connecting with customers; (2) environmental concerns; (3) __________; and (4) cost reduction.

Accepted Answer

A)  health,safety,and security issues
B)  competition from global markets
C)  patent and trademark issues
D)  governmental regulations
E)  cultural and societal issues

Question 14

When a company retains a product but reduces marketing costs,it is referred to as __________.

Accepted Answer

A)  skimming
B)  harvesting
C)  milking
D)  deletion
E)  divesting

Question 15

Since Gatorade Thirst Quencher was concocted in 1965,its marketers have introduced Gatorade Frost in 1997,Gatorade Fierce in 1999,the Gatorade Performance Series in 2001,Gatorade Rain in 2006,and the Gatorade G Series in 2011,to name a few.These introductions are examples of __________.

Accepted Answer

A)  brand extensions
B)  subbranding
C)  primary demand
D)  product line extensions
E)  a product class

Question 16

A __________ product is a style of the times.

Accepted Answer

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

Question 17

A __________ is a brand strategy designed to counteract or confront competitors' brands.

Accepted Answer

A)  co-brand
B)  private brand
C)  fighting brand
D)  brand extension
E)  subbrand

Question 18

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 diffusion

Question 19

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies attempt to overcome barriers to product adoption during the __________ stage of a product's life cycle.

Accepted Answer

A)  accelerated development
B)  maturity
C)  growth
D)  introduction
E)  decline

Question 20

Trading down refers to __________ when repositioning a product.

Accepted Answer

A)  reducing the number of features,qualities,or price
B)  reducing the amount of product carried as inventory
C)  reducing the number of product items in a product line
D)  redirecting marketing resources from a "cash cow" target market to one that is not performing as well in the hopes of increasing sales and profits
E)  encouraging consumers through the use of coupons and deals to purchase a firm's lower-priced products

Exam 10: Managing Successful Products, Services, and Brands

When the Floral Council,a trade association of flower shop retailers,advertises that giving flowers is a thoughtful and appreciated gift for any occasion,it is trying to stimulate __________ demand.

Correct AnswerverifiedShow Answer

A __________ is a brand strategy designed to counteract or confront competitors' brands.

Correct AnswerverifiedShow Answer

Seiko makes watches.It markets its higher quality watches under the Seiko or LaSalle brand name,and its lower-priced watches are sold under the Pulsar brand.Seiko uses a __________ strategy.

Correct AnswerverifiedShow Answer

Your product has been suffering from steadily eroding sales.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

Since Gatorade Thirst Quencher was concocted in 1965,its marketers have introduced Gatorade Frost in 1997,Gatorade Fierce in 1999,the Gatorade Performance Series in 2001,Gatorade Rain in 2006,and the Gatorade G Series in 2011,to name a few.These introductions are examples of __________.

Correct AnswerverifiedShow Answer

Four key challenges that package and label designers face include: (1) connecting with customers; (2) environmental concerns; (3) __________; and (4) cost reduction.

Correct AnswerverifiedShow Answer

The term branding refers to __________.

Correct AnswerverifiedShow Answer

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies attempt to overcome barriers to product adoption during the __________ stage of a product's life cycle.

Correct AnswerverifiedShow Answer

Many nonprofit organizations use PSAs in their media planning.What does the acronym "PSA" stand for?

Correct AnswerverifiedShow Answer

Which of the following statements regarding Gatorade's branding is most accurate?

Correct AnswerverifiedShow Answer

Trading down refers to __________ when repositioning a product.

Correct AnswerverifiedShow Answer

When a company retains a product but reduces marketing costs,it is referred to as __________.

Correct AnswerverifiedShow Answer

The types of products Mary Kay,Inc.offers to its women customers are likely to have which type of product life cycle?

Correct AnswerverifiedShow Answer

Products such as Yoplait's Go-GURT portable low-fat yogurt in a tube demonstrate the importance of the __________ of packaging.

Correct AnswerverifiedShow Answer

A risk with __________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

Correct AnswerverifiedShow Answer

A __________ product is a style of the times.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In 1984,IBM launched the "PCjr," its first low-priced,educational/home personal computer.Sales were poor because IBM most likely violated which criterion of picking a good brand name?

Correct AnswerverifiedShow Answer

-As shown in the UMD10: CDI/BDI Marketing Dashboard above,a BDI of 30 is determined by __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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