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Exam 10: Managing Successful Products, Services, and Brands

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Question 61

Multiple Choice

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Brand equity building steps are: (1) __________ and an association with a product class or need in consumers' minds to create an identity; (2) establishing a brand's meaning in the minds of consumers; (3) eliciting the proper consumer responses to a brand's identity and meaning; and (4) creating an intense, active, and loyal consumer-brand connection.

A) developing positive brand awareness
B) lowering the price of products
C) easing consumers' decision making
D) incorporating higher value in products
E) creating market modification

F) A) and E)
G) A) and B)

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Question 62

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A __________ product is one for which significant customer education is required and there is an extended introductory period.

A) low-learning
B) fashion
C) fad
D) substitute
E) high-learning

F) All of the above
G) B) and C)

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Question 63

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An integral part of the package that typically identifies the product or brand, who made it, where and when it was made, how it is to be used, and package contents and ingredients is referred to as a(n) __________.

The initial purchase of a product by a consumer is referred to as a(n) __________.

-The consumers represented by C in Figure 10-4 above are called __________.

Among teenagers, Pez has a __________ percent awareness level.

The less-expensive matinee movie pricing offered on shows prior to 4:00 p.m. is an example of

While there are the 4 Ps of marketing, there are the __________ Ps of services.

Under the concept of the diffusion of innovation, consumers who are leaders in social setting, and have slightly above average education are called __________ product adopters.

What is the marketing objective for the growth stage of the product life cycle?

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts. One of these indexes is the BDI or __________.

Which of the following is an example of a product in the growth stage of the product life cycle?

A brand name refers to __________.

Over a decade ago, Survivor premiered as a nighttime reality TV show during the summer season when TV ratings are normally low and TV viewing options consisted primarily of reruns. The marketing goals for the first show included making television viewers aware of its existence and generating enough excitement about the show so that millions of viewers would watch the first episode. Based on this description, the TV show was in what stage of its product life cycle?

Your product has been suffering from steadily eroding sales. You have tried to revitalize the product's sales and profits, but after seven strategy changes, you have yet to find success. Which of the following actions would be the LEAST appropriate next step?

When Wendy's wants to increase the value of its Dave's Hot 'N Juicy cheeseburger to its customers, it combines complementary items (French fries and a soft drink) to expedite the ordering process, and provide a complete meal. This product modification approach is called __________.

Industry analysts estimate that the number of e-mail mailboxes worldwide will grow to __________ by 2016.

In the late 1950s and 1960s, television westerns were extremely popular. These adventure shows had settings and costumes very unlike other shows of that time (comedy, variety, crime, etc.) . Popular programs included Gunsmoke, Bonanza, Wagon Train, and The Big Valley. When ratings declined as viewers gradually stopped watching this TV genre, the networks no longer wanted to produce and televise such shows. The television western as a product category had entered the __________ stage of its product life cycle.

Changing the place a product occupies in a consumer's mind relative to competitive products is referred to as __________.

One tool available when trying to even out the variations in demand for services is __________.