Question 1

Most services have a limited capacity due to the __________ of the service from the service provider and the perishable nature of the service.

Accepted Answer

A)  inventory
B)  inseparability
C)  inconsistency
D)  intangibility
E)  informationF) A) and B)
G) A) and C)

Question 2

For many years,Kellogg's Frosted Flakes,a ready-to-eat breakfast cereal,was perceived as a cereal for children.Tony the Tiger,a cartoon character,extolled Frosted Flakes,and advertisements depicted children enjoying the product with Tony in competitive situations.Recently,in response to declining sales of Frosted Flakes,the cereal-maker has adopted a new series of advertisements that show adults admitting that they enjoy Frosted Flakes,too.Kellogg's is attempting to __________.

Accepted Answer

A)  develop a perceptual map for Frosted Flakes
B)  reposition Frosted Flakes
C)  complete the Frosted Flakes product life cycle
D)  introduce a new product line extension for Frosted Flakes
E)  position Frosted FlakesF) C) and D)
G) None of the above

Question 3

A branding strategy that involves giving each product a distinct name,which is useful when each brand is intended for a different market segment,is referred to as __________.

Accepted Answer

A)  product differentiation branding
B)  multibranding
C)  mixed branding
D)  segmentation branding
E)  multiproduct brandingF) A) and E)
G) A) and D)

Question 4

Major American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit.Car manufacturers are using which of the following market modification strategies?

Accepted Answer

A)  finding new users
B)  creating new use situations
C)  increasing a product's use by existing customers
D)  modifying the product
E)  reacting to competitors' positionsF) D) and E)
G) A) and E)

Question 5

Gatorade successfully used a__________ strategy when it introduced Gatorade G2.

Accepted Answer

A)  subbranding
B)  multibranding
C)  mixed branding
D)  generic branding
E)  family brandingF) B) and D)
G) None of the above

Question 6

The Reynolds's Aluminum foil box has two side tabs that say "Press Here to Lock Roll" to keep the roll of foil in place during use.This demonstrates which elements of good packaging?

Accepted Answer

A)  perceptual benefits and functional benefits
B)  protection benefits and functional benefits
C)  communication benefits and perceptual benefits
D)  communication benefits and functional benefits
E)  functional benefits and protection benefitsF) C) and D)
G) All of the above

Question 7

In the late 1950s and 1960s,television westerns were extremely popular.The shows were adventure shows with settings and costumes that were very unlike what really existed.There was Gunsmoke,Bonanza,Wagon Train,The Big Valley etc.When ratings declined as viewers gradually stopped watching this TV genre,production companies found the networks no longer wanted to buy and televise such shows.The production companies used a __________ strategy and stopped production on all television westerns when the networks stopped showing them.

Accepted Answer

A)  diversification
B)  aggregation
C)  segmentation
D)  deletion
E)  harvestingF) C) and D)
G) A) and C)

Question 8

-If you were a marketing manager and were presented with the information in the UMD10: CDI/BDI Marketing Dashboard above,you would determine that the __________ segment has the most opportunity for increasing Hawaiian Punch sales.

Accepted Answer

A)  households without children
B)  households with children 13 to 18 years old
C)  households with children 6 years old or under
D)  households with children 7 to 12 years old
E)  According to the BDI,all though some segments measure above a 100,there is still great opportunity for growth in every segment.F) C) and D)
G) B) and E)

Question 9

Since 1963,Mary Kay,Inc.'s guiding principle has been based on __________.

Accepted Answer

A)  the Consumer Bill of Rights
B)  the Golden Rule
C)  caveat emptor
D)  the American Marketing Association Statement of Ethics
E)  maximizing profits so long as the firm "stays within the rules"F) None of the above
G) B) and C)

Question 10

Which of the following statements regarding service branding is most accurate?

Accepted Answer

A)  New services cannot be patented.
B)  Because services are intangible and more difficult to describe,brand names and logos are of critical importance.
C)  Services must include the word "service" in all their brand names.
D)  Service firms without a brand reputation find it easy to introduce new services.
E)  All service logos and brands must designated with the "SM" symbol.F) A) and E)
G) D) and E)

Question 11

If a firm's marketing dashboard displays a CDI over 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,this indicates which of the following?

Accepted Answer

A)  a weak brand position in a segment
B)  a strong brand position in a segment
C)  above-average product category purchases by a market segment
D)  below-average product category purchases by a market segment
E)  There is not enough information to make any conclusions.F) D) and E)
G) All of the above

Question 12

When a product reaches the decline stage of the product life cycle,a firm has two choices.One choice involves product deletion-dropping it from a firm's product line.The other is called __________,which retains the product in the product line but reduces marketing costs.

Accepted Answer

A)  reaping
B)  paring down
C)  divesting
D)  milking
E)  harvestingF) C) and E)
G) B) and E)

Question 13

The Dell EC 280 is a small desktop computer that uses less electrical power and is targeted at the less affluent,but very large Chinese market that has never owned a personal computer.The PC was introduced at a price of $340 for a basic configuration.Dell most likely used which pricing strategy in this example?

Accepted Answer

A)  penetration pricing
B)  cost-plus pricing
C)  target ROI pricing
D)  above-market pricing
E)  skimming pricingF) C) and D)
G) A) and B)

Question 14

3M is a master of the __________ pricing strategy.According to a 3M manager,"We hit fast,price high,and get the heck out when the me-too products pour in."

Accepted Answer

A)  penetration
B)  cost-plus
C)  ROI
D)  market-oriented
E)  skimmingF) A) and C)
G) A) and B)

Question 15

Customer value can assume numerous forms.For Pez Candy,Inc.,customer value manifests itself in the form of __________.

Accepted Answer

A)  an upbeat jingle
B)  character candy dispensers
C)  a stylish logotype
D)  sour taste
E)  sugar coatingF) B) and C)
G) B) and E)

Question 16

-In the UMD10: CDI/BDI Marketing Dashboard above,which segment consumes the most fruit drinks?

Accepted Answer

A)  households without children
B)  households with children 13 to 18 years old
C)  households with children 6 years old or under
D)  households with children 7 to 12 years old
E)  Because the BDI and CDI show inconsistencies in their measurements,especially in the segment of children under the age of six,it is impossible to answer the question.F) B) and D)
G) D) and E)

Question 17

All of the following comprise the seven (7) Ps of services marketing EXCEPT:

Accepted Answer

A)  product.
B)  process.
C)  profitability.
D)  people.
E)  physical environment.F) D) and E)
G) None of the above

Question 18

Hillside coffee comes in single-serving,self-heating containers.Not only does this benefit people on the go,it is a popular product with people in areas prone to hurricanes or blizzards because they can still have hot coffee when there is no electricity.This demonstrates which benefit of good packaging?

Accepted Answer

A)  communication benefit
B)  perceptual benefit
C)  financial benefit
D)  societal benefit
E)  functional benefitF) A) and B)
G) A) and E)

Question 19

Which stage in the product life cycle is characterized by a rapid increase in sales and the appearance of competitors?

Accepted Answer

A)  maturity
B)  decline
C)  growth
D)  accelerated development
E)  introductionF) All of the above
G) D) and E)

Question 20

Pretzels were first introduced as a salty snack.Later,the product was repositioned as a low-fat snack in order to __________.

Accepted Answer

A)  respond to a competitor's head-to-head positioning strategy
B)  reach a new market
C)  catch a rising trend
D)  change the value offered
E)  change its target audienceF) C) and D)
G) All of the above

Exam 10: Managing Successful Products, Services, and Brands

Correct Answer
verified

Most services have a limited capacity due to the __________ of the service from the service provider and the perishable nature of the service.

Correct Answer
verified

3M is a master of the __________ pricing strategy.According to a 3M manager,"We hit fast,price high,and get the heck out when the me-too products pour in."

Correct Answer
verified

-In the UMD10: CDI/BDI Marketing Dashboard above,which segment consumes the most fruit drinks?

Correct Answer
verified

The Reynolds's Aluminum foil box has two side tabs that say "Press Here to Lock Roll" to keep the roll of foil in place during use.This demonstrates which elements of good packaging?

Correct Answer
verified

When a product reaches the decline stage of the product life cycle,a firm has two choices.One choice involves product deletion-dropping it from a firm's product line.The other is called __________,which retains the product in the product line but reduces marketing costs.

Correct Answer
verified

A branding strategy that involves giving each product a distinct name,which is useful when each brand is intended for a different market segment,is referred to as __________.

Correct Answer
verified

All of the following comprise the seven (7) Ps of services marketing EXCEPT:

Correct Answer
verified

If a firm's marketing dashboard displays a CDI over 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,this indicates which of the following?

Correct Answer
verified

Gatorade successfully used a__________ strategy when it introduced Gatorade G2.

Correct Answer
verified

Correct Answer
verified

Which stage in the product life cycle is characterized by a rapid increase in sales and the appearance of competitors?

Correct Answer
verified

Customer value can assume numerous forms.For Pez Candy,Inc.,customer value manifests itself in the form of __________.

Correct Answer
verified

Pretzels were first introduced as a salty snack.Later,the product was repositioned as a low-fat snack in order to __________.

Correct Answer
verified

-If you were a marketing manager and were presented with the information in the UMD10: CDI/BDI Marketing Dashboard above,you would determine that the __________ segment has the most opportunity for increasing Hawaiian Punch sales.

Correct Answer
verified

Major American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit.Car manufacturers are using which of the following market modification strategies?

Correct Answer
verified

Which of the following statements regarding service branding is most accurate?

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Since 1963,Mary Kay,Inc.'s guiding principle has been based on __________.

Correct Answer
verified

Exam 10: Managing Successful Products, Services, and Brands

Correct AnswerverifiedShow Answer

Most services have a limited capacity due to the __________ of the service from the service provider and the perishable nature of the service.

Correct AnswerverifiedShow Answer

3M is a master of the __________ pricing strategy.According to a 3M manager,"We hit fast,price high,and get the heck out when the me-too products pour in."

Correct AnswerverifiedShow Answer

-In the UMD10: CDI/BDI Marketing Dashboard above,which segment consumes the most fruit drinks?

Correct AnswerverifiedShow Answer

The Reynolds's Aluminum foil box has two side tabs that say "Press Here to Lock Roll" to keep the roll of foil in place during use.This demonstrates which elements of good packaging?

Correct AnswerverifiedShow Answer

When a product reaches the decline stage of the product life cycle,a firm has two choices.One choice involves product deletion-dropping it from a firm's product line.The other is called __________,which retains the product in the product line but reduces marketing costs.

Correct AnswerverifiedShow Answer

A branding strategy that involves giving each product a distinct name,which is useful when each brand is intended for a different market segment,is referred to as __________.

Correct AnswerverifiedShow Answer

All of the following comprise the seven (7) Ps of services marketing EXCEPT:

Correct AnswerverifiedShow Answer

If a firm's marketing dashboard displays a CDI over 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,this indicates which of the following?

Correct AnswerverifiedShow Answer

Gatorade successfully used a__________ strategy when it introduced Gatorade G2.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which stage in the product life cycle is characterized by a rapid increase in sales and the appearance of competitors?

Correct AnswerverifiedShow Answer

Customer value can assume numerous forms.For Pez Candy,Inc.,customer value manifests itself in the form of __________.

Correct AnswerverifiedShow Answer

Pretzels were first introduced as a salty snack.Later,the product was repositioned as a low-fat snack in order to __________.

Correct AnswerverifiedShow Answer

-If you were a marketing manager and were presented with the information in the UMD10: CDI/BDI Marketing Dashboard above,you would determine that the __________ segment has the most opportunity for increasing Hawaiian Punch sales.

Correct AnswerverifiedShow Answer

Major American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit.Car manufacturers are using which of the following market modification strategies?

Correct AnswerverifiedShow Answer

Which of the following statements regarding service branding is most accurate?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Since 1963,Mary Kay,Inc.'s guiding principle has been based on __________.

Correct AnswerverifiedShow Answer

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