Question 1

According to The Wall Street Journal, "With the spring-break crush coming, hotels in resort areas are arming themselves with new policies to combat "chair hogs," the scourge of vacationers who stake claim to prime spots early in the morning and then don't show up again until afternoon." This effort on the part of hotels is primarily intended to

Accepted Answer

A)  increase idle production capacity.
B)  make service more tangible.
C)  decrease idle production capacity.
D)  avoid inconsistency in service.
E)  keep pool personnel fully occupied.F) B) and E)
G) A) and B)

Question 2

FIGURE 11-6 
-The consumers represented by "D" 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) C) and E)

Question 3

When consumers think of Harley-Davidson, the image of a masculine, non-conformist is the likely vision associated with that brand name.With Vespa motor scooters, the image is more likely to be a brainy environmentalist that wears polyester and socks that don't match.Both Vespa and Harley-Davidson

Accepted Answer

A)  have brand personalities.
B)  have created brand mannerisms.
C)  are symbolic brands.
D)  use brand personification.
E)  use product personification.F) B) and E)
G) A) and E)

Question 4

Warranties, money-back guarantees, extensive usage instructions, demonstrations, and and free samples are all ways in which

Accepted Answer

A)  companies attempt to overcome adoption barriers.
B)  companies lose money during the introductory stage of a product's life cycle.
C)  companies can convince laggards to try a new product.
D)  companies can recoup research and development costs.
E)  companies can influence the product life cycle of fashion products.F) B) and E)
G) C) and E)

Question 5

For years when most consumers thought of cranberries, they thought of the Ocean Spray brand.Then Northland cranberry juice came on the market claiming that it was superior to the Ocean Spray brand.Northland was creating _________ demand for its cranberry products.

Accepted Answer

A)  selective
B)  primary
C)  derived
D)  generic
E)  secondaryF) A) and D)
G) C) and D)

Question 6

Figure 11-6 above shows five categories and profiles of product adopters.Deliberate adopters with many informal social contacts are called __________ and would be found in cell _________.

Accepted Answer

A)  innovators, A
B)  early adopters, B
C)  early majority, C
D)  late majority, D
E)  laggards, EF) A) and E)
G) B) and D)

Question 7

Which of the following responses would signal the need for a firm to counteract a value barrier?

Accepted Answer

A)  "But it might make me fat."
B)  "What if I can't make the monthly payments?"
C)  "I don't want to try this if it means I have to swallow it with milk."
D)  "Big deal, the only difference is the shape of the package."
E)  "Sure I'll try it; why not!"F) B) and E)
G) C) and D)

Question 8

When the Egg Framers of Canada advertises "Get Cracking" it is trying to stimulate _________ demand.

Accepted Answer

A)  secondary
B)  selective
C)  primary
D)  derived
E)  genericF) A) and C)
G) A) and D)

Question 9

One of the primary benefits of branding for consumers is that branding

Accepted Answer

A)  identifies high quality products.
B)  guarantees lowest prices.
C)  makes decision making easier.
D)  indicates products having more features.
E)  makes advertising unnecessary.F) A) and B)
G) A) and C)

Question 10

Brand name importance to a company has led to a concept called brand equity, the added value a brand name gives to a product beyond the functional benefits provided.This value has two distinct advantages: (1)  it creates a competitive advantage and (2)

Accepted Answer

A)  customers are often willing to pay a higher price.
B)  there is little if any need for advertising past the introductory stage.
C)  decision making becomes easier for consumers.
D)  there is no need for coupons, discounts, or other customer incentives.
E)  new market segments seem to create themselves.F) A) and E)
G) None of the above

Question 11

Pez was originally sold in Europe as an adult _________.

Accepted Answer

A)  breath mint
B)  chewing gum
C)  pain reliever
D)  stop smoking patch
E)  antacidF) B) and E)
G) D) and E)

Question 12

When selecting a brand name it is recommended that the name suggests product features; be memorable, distinctive and positive; have no legal or regulatory restrictions; be simple and emotional and

Accepted Answer

A)  be humorous or mysterious.
B)  easy to spell and pronounce.
C)  fit the company or product image.
D)  contain no hidden meanings.
E)  suggest an air of mystery.F) All of the above
G) C) and E)

Question 13

As shown in Figure 11-8 above, what does each letter of the brand equity pyramid stand for?

Accepted Answer

Consumer brand connection - "A...

Question 14

Which of the following statements regarding the Phillies special promotions nights, is most accurate?

Accepted Answer

A)  Although they foster good will in the community, there is little change in attendance.
B)  Regular and diehard fans tend to stay away, they are too distracted by children there only for the "free gifts."
C)  Attendance remains steady but people tend to spend more money because there is a greater sense of fun and excitement.
D)  Game attendance can increase by thirty to thirty-five percent.
E)  Game attendance increases by 25% with the bump in attendance usually lasting throughout the entire month.F) A) and B)
G) None of the above

Question 15

When selecting a brand name it is recommended that the name suggests product features; be memorable, distinctive and positive; fit the company or product image; be simple and emotional and

Accepted Answer

A)  be humorous or mysterious.
B)  easy to spell and pronounce.
C)  contain no hidden meanings.
D)  suggest an air of mystery.
E)  have no legal or regulatory restrictions.F) A) and E)
G) A) and B)

Question 16

When a product reaches the decline stage of the product life cycle, a firm has two choices.One choice involves product deletion, where a product is dropped from a firm's product line.Another less drastic choice is to retain the product in the product line, but to reduce marketing costs.When this option called _________ is selected, advertising expenditures for the product are reduced, and salespeople do not devote their efforts to selling the product.

Accepted Answer

A)  decline maintenance
B)  paring down
C)  divestment
D)  maturity re-development
E)  harvestingF) A) and C)
G) C) and D)

Question 17

Among teenagers Pez has a __________ percent awareness level.

Accepted Answer

A)  50%
B)  60%
C)  75%
D)  88%
E)  98%F) A) and D)
G) C) and D)

Exam 11: Managing Successful Products, Services, and Brands

Among teenagers Pez has a __________ percent awareness level.

Correct Answer
verified

Figure 11-6 above shows five categories and profiles of product adopters.Deliberate adopters with many informal social contacts are called __ and would be found in cell _.

Correct Answer
verified

Which of the following responses would signal the need for a firm to counteract a value barrier?

Correct Answer
verified

When selecting a brand name it is recommended that the name suggests product features; be memorable, distinctive and positive; have no legal or regulatory restrictions; be simple and emotional and

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

One of the primary benefits of branding for consumers is that branding

Correct Answer
verified

When selecting a brand name it is recommended that the name suggests product features; be memorable, distinctive and positive; fit the company or product image; be simple and emotional and

Correct Answer
verified

When consumers think of Harley-Davidson, the image of a masculine, non-conformist is the likely vision associated with that brand name.With Vespa motor scooters, the image is more likely to be a brainy environmentalist that wears polyester and socks that don't match.Both Vespa and Harley-Davidson

Correct Answer
verified

As shown in Figure 11-8 above, what does each letter of the brand equity pyramid stand for?

Correct Answer
verified
Consumer brand connection - "A...
View Answer

Warranties, money-back guarantees, extensive usage instructions, demonstrations, and and free samples are all ways in which

Correct Answer
verified

For years when most consumers thought of cranberries, they thought of the Ocean Spray brand.Then Northland cranberry juice came on the market claiming that it was superior to the Ocean Spray brand.Northland was creating _________ demand for its cranberry products.

Correct Answer
verified

Correct Answer
verified

Pez was originally sold in Europe as an adult _________.

Correct Answer
verified

Which of the following statements regarding the Phillies special promotions nights, is most accurate?

Correct Answer
verified

Brand name importance to a company has led to a concept called brand equity, the added value a brand name gives to a product beyond the functional benefits provided.This value has two distinct advantages: (1) it creates a competitive advantage and (2)

Correct Answer
verified

When the Egg Framers of Canada advertises "Get Cracking" it is trying to stimulate _________ demand.

Correct Answer
verified

Exam 11: Managing Successful Products, Services, and Brands

Among teenagers Pez has a __________ percent awareness level.

Correct AnswerverifiedShow Answer

Figure 11-6 above shows five categories and profiles of product adopters.Deliberate adopters with many informal social contacts are called __________ and would be found in cell _________.

Correct AnswerverifiedShow Answer

Which of the following responses would signal the need for a firm to counteract a value barrier?

Correct AnswerverifiedShow Answer

When selecting a brand name it is recommended that the name suggests product features; be memorable, distinctive and positive; have no legal or regulatory restrictions; be simple and emotional and

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

One of the primary benefits of branding for consumers is that branding

Correct AnswerverifiedShow Answer

When selecting a brand name it is recommended that the name suggests product features; be memorable, distinctive and positive; fit the company or product image; be simple and emotional and

Correct AnswerverifiedShow Answer

When consumers think of Harley-Davidson, the image of a masculine, non-conformist is the likely vision associated with that brand name.With Vespa motor scooters, the image is more likely to be a brainy environmentalist that wears polyester and socks that don't match.Both Vespa and Harley-Davidson

Correct AnswerverifiedShow Answer

As shown in Figure 11-8 above, what does each letter of the brand equity pyramid stand for?

Correct AnswerverifiedConsumer brand connection - "A...View AnswerShow Answer

Warranties, money-back guarantees, extensive usage instructions, demonstrations, and and free samples are all ways in which

Correct AnswerverifiedShow Answer

For years when most consumers thought of cranberries, they thought of the Ocean Spray brand.Then Northland cranberry juice came on the market claiming that it was superior to the Ocean Spray brand.Northland was creating _________ demand for its cranberry products.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Pez was originally sold in Europe as an adult _________.

Correct AnswerverifiedShow Answer

Which of the following statements regarding the Phillies special promotions nights, is most accurate?

Correct AnswerverifiedShow Answer

Brand name importance to a company has led to a concept called brand equity, the added value a brand name gives to a product beyond the functional benefits provided.This value has two distinct advantages: (1) it creates a competitive advantage and (2)

Correct AnswerverifiedShow Answer

When the Egg Framers of Canada advertises "Get Cracking" it is trying to stimulate _________ demand.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Figure 11-6 above shows five categories and profiles of product adopters.Deliberate adopters with many informal social contacts are called __ and would be found in cell _.

Correct Answer
verified

Correct Answer
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Correct Answer
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verified
Consumer brand connection - "A...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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