Question 1

The consumers represented by "C" in Figure 11-5 above are called __________.

Accepted Answer

A)  innovators
B)  late majority
C)  early majority
D)  early adopters
E)  laggardsF) None of the above
G) All of the above

Question 2

The swoosh that appears on every Nike product is an example of a __________.

Accepted Answer

A)  copyright
B)  trade name
C)  trade mark
D)  brand name
E)  labelF) C) and D)
G) All of the above

Question 3

The __________ stage of the product life cycle is characterized by the appearance of competitors.

Accepted Answer

A)  decline
B)  maturity
C)  introduction
D)  growth
E)  harvestF) A) and E)
G) B) and E)

Question 4

One of the most popular means to gain consumer trial is through

Accepted Answer

A)  demonstrations.
B)  free samples.
C)  press releases.
D)  celebrity endorsements.
E)  product diffusion.F) B) and D)
G) A) and E)

Question 5

Even though Liquid Paper correction fluid is in the __________ stage of its product life cycle,Sanford,its manufacturer,has not deleted it from its line because there is still a residual core of consumers who use the product.

Accepted Answer

A)  decline
B)  introduction
C)  growth
D)  maturity
E)  deletionF) A) and B)
G) B) and E)

Question 6

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 issuesF) A) and D)
G) C) and D)

Question 7

Combining a corporate or family brand with a new brand to distinguish a part of its product line from others is referred to as __________.

Accepted Answer

A)  subbranding
B)  multibranding
C)  mixed branding
D)  private branding
E)  family brandingF) A) and B)
G) C) and D)

Question 8

There are several reasons why a consumer would be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a risk barrier,which occurs when __________.

Accepted Answer

A)  there is no incentive to change
B)  there are physical,economic,or social fears
C)  there are cultural differences
D)  the financial commitment is too great
E)  the product is not consistent with existing habitsF) D) and E)
G) All of the above

Question 9

The $150 Pebble Smartwatch shown above was one of the first "smart watches" released to the public in 2013 after a revolutionary crowdfunding program managed by Kickstarter.com that raised over $3 million in its first four days and ultimately $10 million from over 68,000 "backers." Smartwatches are becoming a increased presence in wearable computing,which consists of digital computing or sensory devices worn on a person's body (such as Nike's Fuel wristband) or clothing that display specific types of information (time,heart rate,distance walked/ran,text messages/e-mail alerts,caloric intake,etc. ) ,play music,etc.These devices also can connect wirelessly to smartphones,tablets devices,and PCs to further manage the data generated.Samsung recently launched its Galaxy Gear smart watch and Apple is rumored to launch such a device in 2014.In what stage of the product life cycle is this product?

Accepted Answer

A)  growth stage
B)  decline stage
C)  accelerated development stage
D)  introduction stage
E)  maturity stageF) C) and E)
G) A) and E)

Question 10

Which of the following is a characteristic of the growth stage of the product life cycle?

Accepted Answer

A)  advertising emphasis switches to primary demand
B)  a growing proportion of repeat purchasers to initial purchasers
C)  the number of distribution outlets shrinks due to growing inefficiencies
D)  profit margins increase as sales increase
E)  no new product features are added to maximize profitsF) B) and C)
G) A) and C)

Question 11

In terms of the diffusion of innovation,late majority accounts for __________ of product adopters.

Accepted Answer

A)  2.5%
B)  13.5%
C)  16%
D)  34%
E)  50%F) A) and C)
G) D) and E)

Question 12

Sales exhibit a steady downward trend throughout which stage of the product life cycle?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decay
E)  declineF) A) and E)
G) B) and D)

Question 13

Figure 11-6 above shows the sequential process of building brand equity.The second step is to establish a brand's meaning in the minds of consumers.This step consists of two dimensions,"B" and "C," which stand for __________ and __________.

Accepted Answer

A)  brand performance;brand imagery
B)  brand identity;brand emotion
C)  consumer judgments;consumer feelings
D)  brand awareness;consumer-brand connection
E)  consumer feelings;brand imageryF) C) and D)
G) B) and E)

Question 14

Some singers sing a great song that shoots to the top of the charts.The singers then go on tour and have sold-out concerts everywhere they appear.Just as quickly (particularly if they are unable to follow their first hit song with a second one) ,they are singing in half-filled concert halls,then smaller clubs,and eventually no one wants to hear them perform.Such "one-hit wonder" singers are best categorized as being __________ products (or services) .

Accepted Answer

A)  fad
B)  low-learning
C)  fashion
D)  generalized
E)  high-learningF) B) and D)
G) B) and C)

Question 15

All of the following are product modification strategies EXCEPT:

Accepted Answer

A)  product bundling.
B)  improving a product's quality.
C)  changing a product's appearance.
D)  creating a new use situation.
E)  altering a product's performance.F) C) and E)
G) A) and E)

Question 16

When Rose went shopping for a new purse,she thought she had found a real value-a Gucci purse for about 50% of what she was expecting to pay.When she looked at it more closely,she noticed that the purse was identical to a Gucci but was not manufactured by Gucci.This was most likely an example of

Accepted Answer

A)  product counterfeiting.
B)  brand licensing.
C)  co-branding.
D)  brand imitation.
E)  re-manufacturing.F) A) and D)
G) B) and E)

Question 17

A strategy for managing a product's life cycle that attempts to find new customers,increase a product's use among existing customers,or create new use situations is referred to as __________.

Accepted Answer

A)  market modification
B)  product modification
C)  product repositioning
D)  product extension
E)  diversificationF) B) and D)
G) D) and E)

Question 18

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)  secondaryF) None of the above
G) A) and E)

Question 19

As product adopters,laggards

Accepted Answer

A)  have a fear debt and use neighbors and friends as information sources.
B)  are skeptical and have below average social status.
C)  are deliberate and use many informal social contacts.
D)  are leaders in social settings and have a slightly above average education.
E)  are venturesome,highly educated,and use multiple information sources.F) D) and E)
G) B) and E)

Question 20

Pez was originally sold in Europe as a(n) __________ in plain "headless" dispensers.The product got its name from the German word "pfefferminz," which means "peppermint."

Accepted Answer

A)  chewing gum
B)  breath mint
C)  antacid
D)  pain reliever
E)  candyF) B) and C)
G) None of the above

Exam 11: Managing Successful Products, Services, and Brands

There are several reasons why a consumer would be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a risk barrier,which occurs when __________.

Correct Answer
verified

Even though Liquid Paper correction fluid is in the __________ stage of its product life cycle,Sanford,its manufacturer,has not deleted it from its line because there is still a residual core of consumers who use the product.

Correct Answer
verified

One of the most popular means to gain consumer trial is through

Correct Answer
verified

As product adopters,laggards

Correct Answer
verified

All of the following are product modification strategies EXCEPT:

Correct Answer
verified

Combining a corporate or family brand with a new brand to distinguish a part of its product line from others is referred to as __________.

Correct Answer
verified

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 Answer
verified

The consumers represented by "C" in Figure 11-5 above are called __________.

Correct Answer
verified

When Rose went shopping for a new purse,she thought she had found a real value-a Gucci purse for about 50% of what she was expecting to pay.When she looked at it more closely,she noticed that the purse was identical to a Gucci but was not manufactured by Gucci.This was most likely an example of

Correct Answer
verified

Which of the following is a characteristic of the growth stage of the product life cycle?

Correct Answer
verified

A strategy for managing a product's life cycle that attempts to find new customers,increase a product's use among existing customers,or create new use situations is referred to as __________.

Correct Answer
verified

The __________ stage of the product life cycle is characterized by the appearance of competitors.

Correct Answer
verified

In terms of the diffusion of innovation,late majority accounts for __________ of product adopters.

Correct Answer
verified

Pez was originally sold in Europe as a(n) __________ in plain "headless" dispensers.The product got its name from the German word "pfefferminz," which means "peppermint."

Correct Answer
verified

Correct Answer
verified

The swoosh that appears on every Nike product is an example of a __________.

Correct Answer
verified

Sales exhibit a steady downward trend throughout which stage of the product life cycle?

Correct Answer
verified

Correct Answer
verified

Figure 11-6 above shows the sequential process of building brand equity.The second step is to establish a brand's meaning in the minds of consumers.This step consists of two dimensions,"B" and "C," which stand for and .

Correct Answer
verified

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

Correct Answer
verified

Exam 11: Managing Successful Products, Services, and Brands

There are several reasons why a consumer would be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a risk barrier,which occurs when __________.

Correct AnswerverifiedShow Answer

Even though Liquid Paper correction fluid is in the __________ stage of its product life cycle,Sanford,its manufacturer,has not deleted it from its line because there is still a residual core of consumers who use the product.

Correct AnswerverifiedShow Answer

One of the most popular means to gain consumer trial is through

Correct AnswerverifiedShow Answer

As product adopters,laggards

Correct AnswerverifiedShow Answer

All of the following are product modification strategies EXCEPT:

Correct AnswerverifiedShow Answer

Combining a corporate or family brand with a new brand to distinguish a part of its product line from others is referred to as __________.

Correct AnswerverifiedShow Answer

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

The consumers represented by "C" in Figure 11-5 above are called __________.

Correct AnswerverifiedShow Answer

When Rose went shopping for a new purse,she thought she had found a real value-a Gucci purse for about 50% of what she was expecting to pay.When she looked at it more closely,she noticed that the purse was identical to a Gucci but was not manufactured by Gucci.This was most likely an example of

Correct AnswerverifiedShow Answer

Which of the following is a characteristic of the growth stage of the product life cycle?

Correct AnswerverifiedShow Answer

A strategy for managing a product's life cycle that attempts to find new customers,increase a product's use among existing customers,or create new use situations is referred to as __________.

Correct AnswerverifiedShow Answer

The __________ stage of the product life cycle is characterized by the appearance of competitors.

Correct AnswerverifiedShow Answer

In terms of the diffusion of innovation,late majority accounts for __________ of product adopters.

Correct AnswerverifiedShow Answer

Pez was originally sold in Europe as a(n) __________ in plain "headless" dispensers.The product got its name from the German word "pfefferminz," which means "peppermint."

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The swoosh that appears on every Nike product is an example of a __________.

Correct AnswerverifiedShow Answer

Sales exhibit a steady downward trend throughout which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Figure 11-6 above shows the sequential process of building brand equity.The second step is to establish a brand's meaning in the minds of consumers.This step consists of two dimensions,"B" and "C," which stand for __________ and __________.

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

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Figure 11-6 above shows the sequential process of building brand equity.The second step is to establish a brand's meaning in the minds of consumers.This step consists of two dimensions,"B" and "C," which stand for and .

Correct Answer
verified

Correct Answer
verified