Question 1

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)  co-branding.
B)  generic branding.
C)  multibranding.
D)  multiproduct licensing.
E)  multiproduct branding.F) A) and B)
G) A) and D)

Question 2

Sealy, the largest manufacturer of mattresses in the U.S.recently set out to redefine its place in the bedrooms of America.No longer was it going to be associated as simply a mattress company.Henceforth, the name Sealy was going to be known as the world's leading "sleep wellness provider." This is an example of _________.

Accepted Answer

A)  reverse marketing
B)  demarketing
C)  repositioning
D)  resegmenting
E)  trading downF) A) and D)
G) C) and D)

Question 3

The use of brand names is especially important for services because of which unique characteristic of services?

Accepted Answer

A)  inventory costs
B)  inseparability
C)  inconsistency
D)  indeterminism
E)  intangibilityF) C) and D)
G) B) and E)

Question 4

Product life cycle refers to

Accepted Answer

A)  the average life span or usage rate of a product when used according to the manufacturer's instructions.
B)  a concept that describes the stages a new product goes through from product concept to commercialization.
C)  a normal fluctuation in sales, often following a ten-year cycle reflecting a typical demographic generation.
D)  a concept that describes the stages a new product goes through in the marketplace-introduction, growth, maturity, and decline.
E)  the average amount of times a customer will try a product alternative before becoming brand loyal to one product over another.F) A) and E)
G) A) and D)

Question 5

Historically, in services marketing little attention has been paid to

Accepted Answer

A)  product.
B)  price.
C)  place (distribution) .
D)  positioning.
E)  promotion.F) A) and B)
G) B) and E)

Question 6

A strategy of dropping a product from the product line, usually in the decline stage of the product life cycle, is referred to as _________.

Accepted Answer

A)  diversification
B)  aggregation
C)  paring down
D)  deletion
E)  harvestingF) All of the above
G) A) and B)

Question 7

Ralston Purina advertises with the following slogan - "Your Pet, Our Passion  →\rarr→ : Premium Pet Food by Purina".They offer super-premium cat and dog food based on "life stage nutrition".This is an example of

Accepted Answer

A)  rebranding
B)  trading up
C)  trading down
D)  trend setting
E)  product branding F) A) and B)
G) B) and E)

Question 8

Every product manufactured by the SlimFast Company carries the Slim-Fast brand name.The SlimFast Company uses

Accepted Answer

A)  multibranding.
B)  single branding.
C)  co-branding.
D)  family branding.
E)  agent licensing.F) A) and C)
G) A) and E)

Question 9

The range of Gatorade offerings from the traditional Gatorade Thirst Quencher to newly enhanced beverages conveying the attitude of a tough-love coach or personal trainer through in-your-face names on the label and nutrition benefits inside are all examples of a company's commitment to

Accepted Answer

A)  dynamically continuous innovation.
B)  discontinuous innovation.
C)  continuous innovation.
D)  symbiotic innovation.
E)  Simultaneous innovation.F) All of the above
G) C) and D)

Question 10

You can now buy Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy)  made by Kemps Dairy.This is most likely an example of

Accepted Answer

A)  generic branding.
B)  reseller branding.
C)  mixed branding.
D)  brand licensing.
E)  manufacturer branding.F) C) and D)
G) B) and C)

Question 11

What is multiproduct branding? What are its advantages and disadvantages?

Accepted Answer

Multiproduct branding is when a company ...

Question 12

Gatorades offers a range of product offerings.They use one name for all its products in a product class.Gatorade is using a _________ strategy.

Accepted Answer

A)  multibranding
B)  family branding
C)  co-branding
D)  dual branding
E)  mixed brandingF) A) and B)
G) A) and E)

Question 13

When designing the product element of the marketing mix for services, marketing managers should give special attention to

Accepted Answer

A)  exclusivity, advertising, and capacity management.
B)  exclusivity, branding, and capacity management.
C)  advertising, packaging, and exclusivity.
D)  capacity management, packaging, and advertising.
E)  brand name, packaging, and exclusivity.F) A) and C)
G) A) and E)

Question 14

Mott's applesauce promotes using it as a low-fat alternative to cooking oil in baking.Mott's is

Accepted Answer

A)  finding new users through a product modification strategy.
B)  creating new use situations through a market modification strategy.
C)  increasing use by existing customers through a product modification strategy.
D)  modifying the product characteristics.
E)  demarketing the product.F) D) and E)
G) A) and E)

Question 15

If a customer is reluctant to try a new product because he'd have to change his normal every day behaviors, the company is most likely facing a __________ barrier.

Accepted Answer

A)  usage
B)  risk
C)  value
D)  financial
E)  psychologicalF) All of the above
G) B) and E)

Question 16

What role does pricing play in the managing of services?

Accepted Answer

There are two roles pricing plays in man...

Question 17

Another name for product manager is

Accepted Answer

A)  product supervisor.
B)  brand manager.
C)  marketing manager.
D)  advertising and promotion manager.
E)  sales manager.F) All of the above
G) A) and B)

Question 18

Brand extensions require

Accepted Answer

A)  manufacturing a product under a new name that consumers will view as an entirely new product line.
B)  manufacturing a new product with the same brand name for a new market segment in the same product class so consumers will view it as a logical addition to the original product line.
C)  manufacturing accessory products such as Barbie clothes for Barbie Dolls.
D)  licensing another firm to manufacture modified versions of the original products.
E)  applying the current brand name to enter a completely different product class.F) A) and E)
G) A) and D)

Question 19

The largest numbers of product adopters with respect to the diffusion of innovation are found among

Accepted Answer

A)  early adopters and laggards.
B)  early majority and late majority.
C)  late majority and laggards.
D)  innovators and early majority.
E)  innovators and early adopters.F) B) and D)
G) A) and E)

Question 20

The strategy of trading down involves

Accepted Answer

A)  adding product features but using lower quality product materials.
B)  reducing product features and using lower quality product materials.
C)  reducing the number of features, quality, or price of a product.
D)  seeking a less price sensitive target market.
E)  changing to a mass market discount distributor.F) A) and C)
G) A) and B)

Exam 11: Managing Successful Products, Services, and Brands

The strategy of trading down involves

Correct Answer
verified

Product life cycle refers to

Correct Answer
verified

Every product manufactured by the SlimFast Company carries the Slim-Fast brand name.The SlimFast Company uses

Correct Answer
verified

The use of brand names is especially important for services because of which unique characteristic of services?

Correct Answer
verified

What is multiproduct branding? What are its advantages and disadvantages?

Correct Answer
verified
Multiproduct branding is when a company ...
View Answer

Brand extensions require

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

Gatorades offers a range of product offerings.They use one name for all its products in a product class.Gatorade is using a _________ strategy.

Correct Answer
verified

Correct Answer
verified

Historically, in services marketing little attention has been paid to

Correct Answer
verified

Another name for product manager is

Correct Answer
verified

The range of Gatorade offerings from the traditional Gatorade Thirst Quencher to newly enhanced beverages conveying the attitude of a tough-love coach or personal trainer through in-your-face names on the label and nutrition benefits inside are all examples of a company's commitment to

Correct Answer
verified

What role does pricing play in the managing of services?

Correct Answer
verified
There are two roles pricing plays in man...
View Answer

If a customer is reluctant to try a new product because he'd have to change his normal every day behaviors, the company is most likely facing a __________ barrier.

Correct Answer
verified

When designing the product element of the marketing mix for services, marketing managers should give special attention to

Correct Answer
verified

Mott's applesauce promotes using it as a low-fat alternative to cooking oil in baking.Mott's is

Correct Answer
verified

Ralston Purina advertises with the following slogan - "Your Pet, Our Passion $\rarr$ : Premium Pet Food by Purina".They offer super-premium cat and dog food based on "life stage nutrition".This is an example of

Correct Answer
verified

A strategy of dropping a product from the product line, usually in the decline stage of the product life cycle, is referred to as _________.

Correct Answer
verified

The largest numbers of product adopters with respect to the diffusion of innovation are found among

Correct Answer
verified

You can now buy Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy) made by Kemps Dairy.This is most likely an example of

Correct Answer
verified

Exam 11: Managing Successful Products, Services, and Brands

The strategy of trading down involves

Correct AnswerverifiedShow Answer

Product life cycle refers to

Correct AnswerverifiedShow Answer

Every product manufactured by the SlimFast Company carries the Slim-Fast brand name.The SlimFast Company uses

Correct AnswerverifiedShow Answer

The use of brand names is especially important for services because of which unique characteristic of services?

Correct AnswerverifiedShow Answer

What is multiproduct branding? What are its advantages and disadvantages?

Correct AnswerverifiedMultiproduct branding is when a company ...View AnswerShow Answer

Brand extensions require

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

Gatorades offers a range of product offerings.They use one name for all its products in a product class.Gatorade is using a _________ strategy.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Historically, in services marketing little attention has been paid to

Correct AnswerverifiedShow Answer

Another name for product manager is

Correct AnswerverifiedShow Answer

The range of Gatorade offerings from the traditional Gatorade Thirst Quencher to newly enhanced beverages conveying the attitude of a tough-love coach or personal trainer through in-your-face names on the label and nutrition benefits inside are all examples of a company's commitment to

Correct AnswerverifiedShow Answer

What role does pricing play in the managing of services?

Correct AnswerverifiedThere are two roles pricing plays in man...View AnswerShow Answer

If a customer is reluctant to try a new product because he'd have to change his normal every day behaviors, the company is most likely facing a __________ barrier.

Correct AnswerverifiedShow Answer

When designing the product element of the marketing mix for services, marketing managers should give special attention to

Correct AnswerverifiedShow Answer

Mott's applesauce promotes using it as a low-fat alternative to cooking oil in baking.Mott's is

Correct AnswerverifiedShow Answer

Ralston Purina advertises with the following slogan - "Your Pet, Our Passion →\rarr→ : Premium Pet Food by Purina".They offer super-premium cat and dog food based on "life stage nutrition".This is an example of

Correct AnswerverifiedShow Answer

A strategy of dropping a product from the product line, usually in the decline stage of the product life cycle, is referred to as _________.

Correct AnswerverifiedShow Answer

The largest numbers of product adopters with respect to the diffusion of innovation are found among

Correct AnswerverifiedShow Answer

You can now buy Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy) made by Kemps Dairy.This is most likely an example of

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
Multiproduct branding is when a company ...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
There are two roles pricing plays in man...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Ralston Purina advertises with the following slogan - "Your Pet, Our Passion $\rarr$ : Premium Pet Food by Purina".They offer super-premium cat and dog food based on "life stage nutrition".This is an example of

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified