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Figure 11-6 above shows the sequential process of building brand equity.The third step is to elicit the proper consumer responses to a brand's identity and meaning.This step consists of two dimensions,"D" and "E," which stand for __________ and __________.


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

F) A) and B)
G) A) and C)

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A strategy of harvesting may be employed in the decline stage of a product life to __________.


A) maintain primary demand for a product category
B) acquire as many new customers as possible
C) maintain the ability to meet ongoing customers' requests
D) eliminate all production costs
E) reposition the product

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

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In its recent "You're not you when you're hungry-Snickers satisfies" TV ad campaign,Mars,the maker of the Snickers candy bar,repositioned Snickers from a candy bar dessert-like food to a snack food that can satisfy one's immediate feeling of hunger.Mars used this product repositioning strategy with its Snickers brand to __________.


A) react to a competitor's position
B) catch a rising trend
C) reach a new target market segment
D) change the value offered to its customers
E) implement a global strategy

F) A) and E)
G) A) and D)

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A full warranty


A) provides a written statement of manufacturer liability.
B) states the bounds of coverage,and more important,areas of noncoverage.
C) has no limits of noncoverage.
D) assigns responsibility for product deficiencies to the manufacturer.
E) assigns responsibility for product deficiencies on misuse to the consumer.

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

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All of the following are barriers to the adoption of new products EXCEPT:


A) risk
B) regulatory
C) psychological
D) usage
E) value

F) A) and B)
G) B) and C)

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The __________ stage of the product life cycle is characterized by the slowing of total industry sales or product class revenue,causing marginal competitors to begin leaving the market.


A) decline
B) maturity
C) introduction
D) growth
E) harvest

F) A) and B)
G) C) and D)

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Adding value to the product (or line) through additional features or higher-quality materials is referred to as __________.


A) trading up
B) trading down
C) product enhancement
D) product extension
E) quality infusement

F) C) and D)
G) B) and C)

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One type of television show is a category called TV reality shows.According to the product life cycle framework,what is(are) the marketing objective(s) of the producers for these reality shows when they were in the introduction stage of their product life cycles?


A) stress differentiation from other TV show formats
B) maintain viewer loyalty
C) allow viewers to watch the show on the Netflix channel
D) gain awareness and stimulate the target market to watch
E) target viewers of "sitcoms," or situation comedies

F) B) and C)
G) B) and E)

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During the introduction stage of the product life cycle,promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand.The consumer demand that is stimulated is referred to as __________ demand.


A) selective
B) primary
C) derived
D) generic
E) secondary

F) B) and D)
G) B) and E)

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What is the difference between multiproduct branding and multibrand strategies? What advantages are offered by each of these two approaches?

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The manufacturer may use either a multip...

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Product form refers to


A) the legal description of an individual item including all its salient characteristics.
B) the SKU designation assigned to a product item.
C) a series of product items that share similar characteristics in terms of usage.
D) variations within the product class.
E) a group of product items that comprise an industry.

F) A) and D)
G) D) and E)

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


A) pocket video cameras
B) hybrid vehicles
C) 3D HDTVs
D) soft drinks
E) tablet devices

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

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A brand name that cannot be spoken is referred to as a __________.


A) label
B) copyright
C) trade name
D) trade mark
E) logo or logotype

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

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Which of the following statements about the decline stage of the product life cycle is most accurate?


A) Ironically,in the decline stage,sales decline even though profits increase.
B) A product always enters the decline stage as the result a major product flaw or marketing misstep.
C) A major reason that a firm's product enters the decline stage is as a result of a change in the marketing environment.
D) The only real step that can be taken to avoid the decline stage and ultimately extinction is to increase marketing expenditures as soon as the product enters its maturity stage.
E) Service industries are exempt from the decline stage because of their intangible nature.

F) A) and B)
G) A) and C)

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The four steps in the sequential process of building the brand equity pyramid include: (1) developing positive brand awareness; (2) __________; (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) easing consumers' decision making
B) forming a brand personality
C) rewarding loyal customer behavior
D) establishing a brand's meaning in the minds of consumers
E) developing brand licensing criteria

F) A) and E)
G) C) and D)

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All electric-powered automobiles such as the Chevy Sparks shown in the photo above are in which stage of their product life cycle?


A) growth
B) maturity
C) decline
D) accelerated development
E) introduction

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

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As product adopters,members of the early majority


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) A) and B)
G) B) and D)

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The identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use,thereby preventing others from using it,is referred to as a __________.


A) brand name
B) copyright
C) trademark
D) label
E) trade name

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

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


A) advertising emphasis switches to primary demand
B) a growing proportion of initial purchasers to repeat purchasers
C) addition of new or modified product features
D) profit margins increase as sales increase
E) there are a limited number of retail outlets for greater quality control

F) A) and B)
G) None of the above

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Every product manufactured by the maker of Slim-Fast carries the Slim-Fast brand name.This company uses __________.


A) multibranding
B) uniform branding
C) co-branding
D) corporate branding
E) agent licensing

F) C) and D)
G) A) and E)

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