Question 1

Why might ad expenditures be high for products in the introductory stage of the product life cycle?

Accepted Answer

Consumers have very little awa...

Question 2

Explain the history of legal concerns about packaging and labels.

Accepted Answer

The Fair Packaging and Labeling Act of 1...

Question 3

A company has only one product line: all the company manufactures is supercomputers.This one product line is also the company's .

Accepted Answer

A)  branding strategy
B)  marketing mix
C)  promotional mix
D)  brand equity
E)  product mixF) All of the above
G) A) and C)

Question 4

How can marketers use elements of the marketing mix to improve product quality?

Accepted Answer

Product,place,price,and promotion are th...

Question 5

The market manager structure would probably not be useful when firms offer a variety of products that serve the needs of a wide range of customers.

Accepted Answer

A) True 
 B)False

Question 6

What is ingredient branding? Why would manufacturers want to engage in ingredient branding?

Accepted Answer

Ingredient branding is a form of cobrand...

Question 7

The product life cycle concept can be applied by marketers as a useful framework for describing how _.

Accepted Answer

A)  a market responds to a product over time
B)  product ideas are developed
C)  to forecast product performance
D)  to develop marketing strategies
E)  a brand gains a dominant position in the marketF) B) and E)
G) A) and B)

Question 8

Tide detergent,Smucker's toppings,Purina Dog Chow dog food,and Starkist tuna are all examples of _.

Accepted Answer

A)  national brands
B)  store brands
C)  cobrands
D)  ingredient brands
E)  private- label brandsF) A) and B)
G) C) and E)

Question 9

Procter & Gamble makes a variety of different cleaners,detergents,and polishes to appeal to a variety of target markets.Procter & Gamble uses a(n) .

Accepted Answer

A)  undifferentiated strategy
B)  limited- line strategy
C)  marketing mix orientation
D)  filling- out strategy
E)  full line strategyF) A) and B)
G) A) and C)

Question 10

The length of the introduction stage of the product life cycle is typically the same for all products.

Accepted Answer

A) True 
 B)False

Question 11

Consistency of quality is a major benefit that companies can reap through implementing total quality management (TQM).

Accepted Answer

A) True 
 B)False

Question 12

Colgate- Palmolive replaced its brand management structure with a product category management structure.A manager who had once managed Colgate toothpaste now manages all of the company's dental products.Under Colgate's new system,a product category manager would have .

Accepted Answer

A)  completely different duties than the brand manager had
B)  to use persuasion as opposed to direct authority to achieve goals
C)  no authority on international dental product sales
D)  no authority over functions other than marketing that affect dental products
E)  profit and loss responsibility for all dental productsF) A) and C)
G) A) and D)

Question 13

John Deere,Inc.introduced a lower- priced line of lawn- tractors called Senber although still selling its more expensive tractors under the John Deere,Inc.brand.This is an example of _ .

Accepted Answer

A)  an upward line stretch
B)  a two- way stretch
C)  a filling- out strategy
D)  a downward line stretch
E)  a contraction strategyF) C) and D)
G) A) and B)

Question 14

Which stage in the product life cycle is characterized by rapidly increasing sales and increasing profits?

Accepted Answer

A)  development
B)  growth
C)  maturity
D)  introduction
E)  youthF) D) and E)
G) B) and E)

Question 15

Which of the following statements about brand equity is NOT true?

Accepted Answer

A)  Brand equity gives a firm the power to capture and hold onto a larger share of the market and to sell at prices with higher profit margins.
B)  Brand equity can provide a competitive advantage.
C)  Brand equity refers to the brand's value to an organization.
D)  The highest level of brand equity involves establishing product benefits.
E)  Brand equity means a brand has customer loyalty.F) B) and E)
G) B) and C)

Question 16

The Six Sigma process is applied to products but not services.

Accepted Answer

A) True 
 B)False

Question 17

Each product will have a life cycle,although its exact shape and length is not known in advance.Briefly explain each step in the product life cycle.

Accepted Answer

Introduction is a period of slow sales g...

Question 18

Which of the following accurately describes a product category manager?

Accepted Answer

A)  A product category manager is responsible for moving a company's product mix from generic to branded.
B)  A product category manager is also called a sales manager.
C)  A product category manager coordinates the mix of product lines within a general product category and is responsible for the addition of new product lines.
D)  A product category manager works for a company that relies solely on individual branding.
E)  A product category manager coordinates the development of brand equity for a specific brand name.F) A) and E)
G) B) and C)

Question 19

A is a firm's total product offering designed to satisfy a single need or desire of a group of target customers.

Accepted Answer

A)  marketing mix
B)  product line
C)  product mix
D)  brand
E)  positioning strategyF) D) and E)
G) All of the above

Question 20

Packaging plays an important role in communicating brand personality.

Accepted Answer

A) True 
 B)False

Exam 9: Manage the Product

Each product will have a life cycle,although its exact shape and length is not known in advance.Briefly explain each step in the product life cycle.

Correct AnswerverifiedIntroduction is a period of slow sales g...View AnswerShow Answer

Which of the following statements about brand equity is NOT true?

Correct AnswerverifiedShow Answer

Which of the following accurately describes a product category manager?

Correct AnswerverifiedShow Answer

Procter & Gamble makes a variety of different cleaners,detergents,and polishes to appeal to a variety of target markets.Procter & Gamble uses a(n) .

Correct AnswerverifiedShow Answer

The market manager structure would probably not be useful when firms offer a variety of products that serve the needs of a wide range of customers.

Correct AnswerverifiedShow Answer

Which stage in the product life cycle is characterized by rapidly increasing sales and increasing profits?

Correct AnswerverifiedShow Answer

Why might ad expenditures be high for products in the introductory stage of the product life cycle?

Correct AnswerverifiedConsumers have very little awa...View AnswerShow Answer

Tide detergent,Smucker's toppings,Purina Dog Chow dog food,and Starkist tuna are all examples of _.

Correct AnswerverifiedShow Answer

Consistency of quality is a major benefit that companies can reap through implementing total quality management (TQM).

Correct AnswerverifiedShow Answer

What is ingredient branding? Why would manufacturers want to engage in ingredient branding?

Correct AnswerverifiedIngredient branding is a form of cobrand...View AnswerShow Answer

Packaging plays an important role in communicating brand personality.

Correct AnswerverifiedShow Answer

The length of the introduction stage of the product life cycle is typically the same for all products.

Correct AnswerverifiedShow Answer

A is a firm's total product offering designed to satisfy a single need or desire of a group of target customers.

Correct AnswerverifiedShow Answer

How can marketers use elements of the marketing mix to improve product quality?

Correct AnswerverifiedProduct,place,price,and promotion are th...View AnswerShow Answer

Explain the history of legal concerns about packaging and labels.

Correct AnswerverifiedThe Fair Packaging and Labeling Act of 1...View AnswerShow Answer

A company has only one product line: all the company manufactures is supercomputers.This one product line is also the company's .

Correct AnswerverifiedShow Answer

The product life cycle concept can be applied by marketers as a useful framework for describing how _.

Correct AnswerverifiedShow Answer

John Deere,Inc.introduced a lower- priced line of lawn- tractors called Senber although still selling its more expensive tractors under the John Deere,Inc.brand.This is an example of _ .

Correct AnswerverifiedShow Answer

Colgate- Palmolive replaced its brand management structure with a product category management structure.A manager who had once managed Colgate toothpaste now manages all of the company's dental products.Under Colgate's new system,a product category manager would have .

Correct AnswerverifiedShow Answer

The Six Sigma process is applied to products but not services.

Correct AnswerverifiedShow Answer

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Introduction is a period of slow sales g...
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Consumers have very little awa...
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Ingredient branding is a form of cobrand...
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Correct Answer
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Product,place,price,and promotion are th...
View Answer

Correct Answer
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The Fair Packaging and Labeling Act of 1...
View Answer

Correct Answer
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