Question 1

Despite the success of its Pentium chips, Intel faced a major threat from AMD's cheaper K6 chips, which were better placed to serve the emerging low-cost PC market. Intel wanted to protect the brand equity and price premium of its Pentium microprocessors, but it also wanted to avoid AMD gaining a foothold into the lower end of the market. So it created Celeron as a cheaper, less powerful version of its Pentium chips to serve this market. This is a notable example of a

Accepted Answer

A)   private brand.
B)   brand extension.
C)   subbrand.
D)   co-brand.
E)   fighting brand.F) A) and B)
G) A) and C)

Question 2

A company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and to

Accepted Answer

A)   capitalize on the price insensitivity of early buyers.
B)   discourage competition from other manufacturers.
C)   ease the product into its maturity stage.
D)   gain the largest unit sales possible.
E)   gain more distribution outlets.F) C) and D)
G) A) and B)

Question 3

The product life cycle is

Accepted Answer

A)   the average life span of a product.
B)   a concept that describes the stages a new product goes through from product concept to commercialization.
C)   a concept that describes the stages a product goes through in the marketplace-early growth, accelerated development, maturity, and decline.
D)   a concept that describes the stages a product goes through in the marketplace-introduction, growth, maturity, and decline.
E)   the amount of time it takes a product innovation to completely diffuse in the marketplace.F) B) and E)
G) C) and D)

Question 4

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

Accepted Answer

A)   electric cars
B)   five-blade razors
C)   interactive television
D)   software for learning a foreign language
E)   convection ovensF) A) and B)
G) All of the above

Question 5

All of the following are true about a skimming pricing strategy when used during the introduction stage of the product life cycle except which?

Accepted Answer

A)   It capitalizes on the price insensitivity of early buyers.
B)   It typically results in high profit margins.
C)   It encourages competitive entrants into the market.
D)   It helps recover the R&D costs of the new offering.
E)   It helps build unit volume.F) A) and D)
G) A) and C)

Question 6

Which of these is one of the steps in the sequential process of building brand equity?

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) A) and B)
G) D) and E)

Question 7

The McDonald's Corporation recently announced that it will begin phasing out the use of eggs from hens housed in cages. The company uses about two billion eggs annually, or a little more than 4 percent of the eggs produced in the United States. This change in McDonald's egg-containing products to appeal to healthy eating habits is a ________ strategy.

Accepted Answer

A)   product modification
B)   market-product grid
C)   diversification
D)   market modification
E)   product class extensionF) B) and C)
G) A) and E)

Question 8

Marketing for a product in the introduction stage of its product life cycle should focus primarily on gaining awareness and which other marketing objective?

Accepted Answer

A)   stressing differentiation
B)   stimulating trial
C)   fostering brand loyalty
D)   gaining wide distribution
E)   targeting a nicheF) All of the above
G) A) and B)

Question 9

What federal law protects the trademarks of a firm?

Accepted Answer

A)   Sherman Act
B)   Lanham Act
C)   Copyright Act
D)   Clayton Act
E)   Robinson-Patman ActF) B) and D)
G) B) and C)

Question 10

Which of these barriers does downsizing try to combat when consumers may either adopt a new product or repurchase an existing one?

Accepted Answer

A)   risk barriers
B)   usage barriers
C)   feature bloat barriers
D)   psychological barriers
E)   value barriersF) B) and C)
G) A) and D)

Question 11

All of these are market modification strategies except which?

Accepted Answer

A)   creating a new use situation
B)   finding new customers
C)   changing a product's appearance
D)   targeting new market segments
E)   increasing a product's use among existing customersF) B) and E)
G) C) and D)

Question 12

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

Accepted Answer

A)   electric cars
B)   five-blade razors
C)   fleece bikinis
D)   titanium golf driver
E)   spicy ketchupF) A) and B)
G) D) and E)

Question 13

An entire product category or industry is referred to as a

Accepted Answer

A)   product form.
B)   product class.
C)   product line.
D)   product mix.
E)   product item.F) B) and D)
G) D) and E)

Question 14

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) B) and E)
G) B) and D)

Question 15

The central element of the marketing strategy for Pez Candy, Inc., is the

Accepted Answer

A)   price.
B)   breath mint.
C)   availability.
D)   dispenser.
E)   fulfillment.F) B) and E)
G) None of the above

Question 16

Explain the three primary types of benefits that packaging provides.

Accepted Answer

Packages provide important benefits for ...

Question 17

The lack of profit in the introductory stage of the product life cycle is very often the result of

Accepted Answer

A)   pricing the product too low in an attempt to quickly gain market share.
B)   targeting the wrong target market segment.
C)   a lack of wholesaler support.
D)   the large investment costs in product development.
E)   ineffective execution of the marketing program.F) All of the above
G) B) and E)

Question 18

Promotional expenses at the maturity stage of the product life cycle are often designed to

Accepted Answer

A)   convince those who have abandoned the brand to try it again.
B)   maintain market share.
C)   create a sense of nostalgia.
D)   attract more price-conscious consumers.
E)   thwart the growing number of competitors that have entered the market.F) C) and D)
G) C) and E)

Question 19

A brand name is

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 SKUs.F) A) and D)
G) All of the above

Question 20

The primary purpose of a trademark is to

Accepted Answer

A)   legally protect a product's brand name or trade name and prevent others from using it.
B)   allow a company to use the brand name on multiple products in its product line.
C)   legally identify the product as having met government standards for its product item.
D)   help consumers identify a genuine product from a counterfeit product.
E)   capitalize on the brand equity a consumer associates with the symbol, sound, or image.F) D) and E)
G) A) and C)

Exam 11: Managing Successful Products, Services, and Brands

What federal law protects the trademarks of a firm?

Correct Answer
verified

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

Correct Answer
verified

A brand name is

Correct Answer
verified

Marketing for a product in the introduction stage of its product life cycle should focus primarily on gaining awareness and which other marketing objective?

Correct Answer
verified

All of the following are true about a skimming pricing strategy when used during the introduction stage of the product life cycle except which?

Correct Answer
verified

A company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and to

Correct Answer
verified

The primary purpose of a trademark is to

Correct Answer
verified

The central element of the marketing strategy for Pez Candy, Inc., is the

Correct Answer
verified

All of these are market modification strategies except which?

Correct Answer
verified

The lack of profit in the introductory stage of the product life cycle is very often the result of

Correct Answer
verified

Correct Answer
verified

Explain the three primary types of benefits that packaging provides.

Correct Answer
verified
Packages provide important benefits for ...
View Answer

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

Correct Answer
verified

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

Correct Answer
verified

Which of these is one of the steps in the sequential process of building brand equity?

Correct Answer
verified

Promotional expenses at the maturity stage of the product life cycle are often designed to

Correct Answer
verified

The product life cycle is

Correct Answer
verified

An entire product category or industry is referred to as a

Correct Answer
verified

Which of these barriers does downsizing try to combat when consumers may either adopt a new product or repurchase an existing one?

Correct Answer
verified

Correct Answer
verified

Exam 11: Managing Successful Products, Services, and Brands

What federal law protects the trademarks of a firm?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A brand name is

Correct AnswerverifiedShow Answer

Marketing for a product in the introduction stage of its product life cycle should focus primarily on gaining awareness and which other marketing objective?

Correct AnswerverifiedShow Answer

All of the following are true about a skimming pricing strategy when used during the introduction stage of the product life cycle except which?

Correct AnswerverifiedShow Answer

A company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and to

Correct AnswerverifiedShow Answer

The primary purpose of a trademark is to

Correct AnswerverifiedShow Answer

The central element of the marketing strategy for Pez Candy, Inc., is the

Correct AnswerverifiedShow Answer

All of these are market modification strategies except which?

Correct AnswerverifiedShow Answer

The lack of profit in the introductory stage of the product life cycle is very often the result of

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Explain the three primary types of benefits that packaging provides.

Correct AnswerverifiedPackages provide important benefits for ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of these is one of the steps in the sequential process of building brand equity?

Correct AnswerverifiedShow Answer

Promotional expenses at the maturity stage of the product life cycle are often designed to

Correct AnswerverifiedShow Answer

The product life cycle is

Correct AnswerverifiedShow Answer

An entire product category or industry is referred to as a

Correct AnswerverifiedShow Answer

Which of these barriers does downsizing try to combat when consumers may either adopt a new product or repurchase an existing one?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Packages provide important benefits for ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified