Question 1

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

Accepted Answer

A)  advertising emphasis switches to stimulate primary demand
B)  profit margins increase as sales increase
C)  product features remain unchanged
D)  growing proportion of repeat purchasers to initial purchases
E)  the elimination of non-essential product featuresF) D) and E)
G) A) and E)

Question 2

Industry analysts estimate that the number of e-mail mailboxes worldwide will grow to _________ in 2012.

Accepted Answer

A)  2.0 billion
B)  2.5 billion
C)  3.0 billion
D)  3.5 billion
E)  4.0 billionF) A) and D)
G) B) and E)

Question 3

Which type of product has equally rapid introduction and decline stages of the product life cycle?

Accepted Answer

A)  high-learning products
B)  low-learning
C)  fashion products
D)  fad products
E)  primary productsF) B) and D)
G) A) and E)

Question 4

In the 1960s, television westerns were extremely popular.The shows were adventure shows with settings and costumes that were very unlike what really existed.There was Bonanza, Wagon Train, The Virginian, Laramie, etc.When viewers gradually stopped watching this category of programs, production companies found the networks no longer wanted to televise such shows.The television western as a product category entered the _________ stage.

Accepted Answer

A)  decay
B)  diversification
C)  decline
D)  maturity
E)  harvestingF) D) and E)
G) B) and C)

Question 5

For any product to be successful, it must be purchased by

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

Question 6

The Philadelphia Phillies are marketing what "product"?

Accepted Answer

A)  a baseball game
B)  popular players
C)  a fun experience
D)  a winning team
E)  competitive spiritF) A) and D)
G) A) and B)

Question 7

Which of the following occurs during the decline stage of the product life cycle?

Accepted Answer

A)  sales decrease substantially
B)  supplemental product lines are added
C)  the product becomes less vulnerable to environmental changes
D)  promotional support is increased
E)  competition becomes intense as more and more competitors leave the playing fieldF) None of the above
G) A) and E)

Question 8

FIGURE 11-6 
-The consumers represented by "C" in Figure 11-6 above are called _________.

Accepted Answer

A)  innovators
B)  late majority
C)  early majority
D)  early adopters
E)  laggardsF) C) and E)
G) A) and C)

Question 9

Downsizing is reducing the

Accepted Answer

A)  quality of materials.
B)  product's price.
C)  content of a package without changing its size while maintaining or increasing the package price.
D)  number of product features offered to consumers.
E)  number of brands offered and the total number of products manufactured.F) All of the above
G) B) and E)

Question 10

Brand name refers to

Accepted Answer

A)  the part of a brand name that can be spoken.
B)  the part of a brand that is a symbol or design and cannot be spoken.
C)  any word, device (design, sound, shape or color) , or combination of these used to distinguish a seller's goods or services.
D)  the commercial, legal name under which a company does business.
E)  legal identification of a company's exclusive rights to use a brand name, brand mark, or trade name.F) A) and B)
G) A) and C)

Question 11

Promotional expenditures at the introduction stage of the product life cycle are best spent on

Accepted Answer

A)  contests and sweepstakes.
B)  creating selective demand.
C)  creating primary demand.
D)  personal endorsements.
E)  maintaining brand loyalty.F) A) and C)
G) All of the above

Question 12

Mixed branding refers to a branding strategy

Accepted Answer

A)  that involves giving each product a distinct name.
B)  that uses different brand names for the same product across multiple countries.
C)  in which a company uses one name, with slight variations, for all of its products to make it easier for customers to become brand loyal.
D)  where a firm markets some products under their own name(s)  and that of a reseller because the segment attracted to the reseller is different from its own market.
E)  in which a company follows both manufacturer and generic branding approaches for products in its mix.F) A) and C)
G) A) and B)

Question 13

FIGURE 11-6 
-The consumers represented by "A" in Figure 11-6 above are called _________.

Accepted Answer

A)  innovators
B)  late majority
C)  early majority
D)  early adopters
E)  laggardsF) A) and B)
G) A) and C)

Question 14

FIGURE 11-5 
-The product life cycle (PLC)  shown in "A" in Figure 11-5 above is an example of a __________ PLC.

Accepted Answer

A)  high-learning product
B)  low-learning product
C)  fashion product
D)  fad product
E)  introductoryF) A) and B)
G) A) and C)

Question 15

People who tried the product, were satisfied, and bought again are called __________.

Accepted Answer

A)  replicate purchasers
B)  recurring purchasers
C)  reiterate purchasers
D)  die hard purchasers
E)  repeat purchasersF) A) and B)
G) B) and E)

Question 16

Despite the success of its Pentium chips, Intel faced a major threat from competitors like AMD's K6 chips that were cheaper and better placed to serve the emerging low-cost PC market.Intel wanted to protect the brand equity and price premium of its Pentium chips.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

Accepted Answer

A)  private brands
B)  brand extension
C)  subbrands
D)  co-brands
E)  fighting brandsF) A) and B)
G) A) and D)

Question 17

The Phillies "special promotions days" fall into three distinct categories:

Accepted Answer

A)  theme nights, event days, and premium gift days.
B)  team oriented, fan oriented, and family oriented.
C)  revenue generating, market share building, and good will generating.
D)  discounts, give-aways, and contests.
E)  televised games, community outreach, and loyal fan promotions.F) C) and D)
G) D) and E)

Question 18

Imagine Eveready has developed solar rechargeable batteries that cost only slightly more to produce than regular batteries (less than the rechargeable batteries currently available)  and can be recharged by sunlight up to 5 times, after which they are meant to be discarded.Unfortunately, the production process cannot be patented, and competitors could arrive within a few months.Which of the following is the best description of the product life cycle of this product?

Accepted Answer

A)  rapid growth followed by rapid decline
B)  long, level beginning, and rapid ascent
C)  moderately slow introduction, followed by modest growth, gradually leveling off
D)  high introductory sales, with rapid decline
E)  high initial sales followed by slow declineF) A) and C)
G) A) and B)

Question 19

As product adopters, members of the late majority typically

Accepted Answer

A)  fear debt and use neighbors and friends as information sources.
B)  are skeptical and have below average social status.
C)  act with deliberation and use many informal social contacts.
D)  are leaders in social standing and have slightly above average education when compared to the other adopter classes.
E)  are venturesome, better educated than other product adopters, and use multiple information sources.F) C) and D)
G) A) and D)

Question 20

The life cycle of a product depends on sales to _________.

Accepted Answer

A)  consumers
B)  distributors
C)  intermediaries
D)  brokers
E)  exportersF) A) and B)
G) C) and D)

Exam 11: Managing Successful Products, Services, and Brands

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

Correct Answer
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Correct Answer
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Industry analysts estimate that the number of e-mail mailboxes worldwide will grow to _________ in 2012.

Correct Answer
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As product adopters, members of the late majority typically

Correct Answer
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Correct Answer
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Correct Answer
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People who tried the product, were satisfied, and bought again are called __________.

Correct Answer
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Which type of product has equally rapid introduction and decline stages of the product life cycle?

Correct Answer
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For any product to be successful, it must be purchased by

Correct Answer
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The Phillies "special promotions days" fall into three distinct categories:

Correct Answer
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The Philadelphia Phillies are marketing what "product"?

Correct Answer
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Brand name refers to

Correct Answer
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FIGURE 11-5 -The product life cycle (PLC) shown in "A" in Figure 11-5 above is an example of a __________ PLC.

Correct Answer
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Which of the following occurs during the decline stage of the product life cycle?

Correct Answer
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Mixed branding refers to a branding strategy

Correct Answer
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Downsizing is reducing the

Correct Answer
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FIGURE 11-6 -The consumers represented by "A" in Figure 11-6 above are called _________.

Correct Answer
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The life cycle of a product depends on sales to _________.

Correct Answer
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FIGURE 11-6 -The consumers represented by "C" in Figure 11-6 above are called _________.

Correct Answer
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Promotional expenditures at the introduction stage of the product life cycle are best spent on

Correct Answer
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Exam 11: Managing Successful Products, Services, and Brands

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Industry analysts estimate that the number of e-mail mailboxes worldwide will grow to _________ in 2012.

Correct AnswerverifiedShow Answer

As product adopters, members of the late majority typically

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

People who tried the product, were satisfied, and bought again are called __________.

Correct AnswerverifiedShow Answer

Which type of product has equally rapid introduction and decline stages of the product life cycle?

Correct AnswerverifiedShow Answer

For any product to be successful, it must be purchased by

Correct AnswerverifiedShow Answer

The Phillies "special promotions days" fall into three distinct categories:

Correct AnswerverifiedShow Answer

The Philadelphia Phillies are marketing what "product"?

Correct AnswerverifiedShow Answer

Brand name refers to

Correct AnswerverifiedShow Answer

FIGURE 11-5 -The product life cycle (PLC) shown in "A" in Figure 11-5 above is an example of a __________ PLC.

Correct AnswerverifiedShow Answer

Which of the following occurs during the decline stage of the product life cycle?

Correct AnswerverifiedShow Answer

Mixed branding refers to a branding strategy

Correct AnswerverifiedShow Answer

Downsizing is reducing the

Correct AnswerverifiedShow Answer

FIGURE 11-6 -The consumers represented by "A" in Figure 11-6 above are called _________.

Correct AnswerverifiedShow Answer

The life cycle of a product depends on sales to _________.

Correct AnswerverifiedShow Answer

FIGURE 11-6 -The consumers represented by "C" in Figure 11-6 above are called _________.

Correct AnswerverifiedShow Answer

Promotional expenditures at the introduction stage of the product life cycle are best spent on

Correct AnswerverifiedShow Answer

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