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The ________ stage of the product life cycle occurs when a product is launched to its intended target market.


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

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

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________ products have a product life cycle that reflects benefits that are readily understood by consumers,and because the products are easily imitated by competitors,the appropriate marketing strategy is to broaden distribution quickly.


A) High-learning
B) Fashion
C) Fad
D) Low-learning
E) Generalized

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

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Product packaging such as the Pringles cylindrical package that minimizes breakage is one example of the product's


A) functional benefits.
B) convenience.
C) communication benefits.
D) technology.
E) renewable resources.

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

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One of the most popular means to gain consumer trial is through


A) demonstrations.
B) free samples.
C) press releases.
D) celebrity endorsements.
E) product diffusion.

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

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Mars,Inc. ,sells Snickers,Milky Way,Twix,Skittles,Dove,Starburst,M&ms,and 3 Musketeers candy.This variety of brand names is typical of a ________ strategy.


A) co-branding
B) multibranding
C) multiproduct
D) mixed brand
E) private branding

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

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Figure 11-5 Figure 11-5    -For any product to be successful,it must be purchased by 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. -For any product to be successful,it must be purchased by


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 E)
G) A) and B)

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IKEA sells a portable workbench called the Fahrtfull.The product has many positive features,and in German or Swedish markets,the name describes the product's features well (fahrt meaning travel) .This brand name in the United States,however,may not be as effective due to


A) disappointment when the product fails to perform as the brand name implies.
B) the poor attempt at humor,which makes consumers question product quality.
C) governmental restrictions on brand names that read or sound like bodily functions.
D) its unfavorable phonetic and semantic associations in English.
E) difficulty in showing "fahrtfull" in German and Swedish advertising.

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

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Figure 11-5 Figure 11-5    -The consumers represented by Segment E in Figure 11-5 above are called A) early adopters. B) late majority. C) laggards. D) early majority. E) innovators. -The consumers represented by Segment E in Figure 11-5 above are called


A) early adopters.
B) late majority.
C) laggards.
D) early majority.
E) innovators.

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

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Identify and describe the stages of the generalized product life cycle.For each stage,specify the marketing objective a firm should attempt to achieve.

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There are four stages of the generalized...

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Figure 11-1 Figure 11-1    -Figure 11-1 above represents the stages of the product life cycle.What does the curve labeled X represent? A) total variable costs B) total fixed costs C) total industry profit D) total industry sales revenue E) total research and development costs -Figure 11-1 above represents the stages of the product life cycle.What does the curve labeled X represent?


A) total variable costs
B) total fixed costs
C) total industry profit
D) total industry sales revenue
E) total research and development costs

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

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A risk with ________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.


A) brand extensions
B) product line extensions
C) co-branding
D) private branding
E) mixed branding

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

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Figure 11-5 Figure 11-5    -According to the diffusion of innovation concept,early adopters A) have a fear of 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,higher educated,and use multiple information sources. -According to the diffusion of innovation concept,early adopters


A) have a fear of 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,higher educated,and use multiple information sources.

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

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Figure 11-5 Figure 11-5    -In terms of the diffusion of innovation,early adopters account for ________ percent of product adopters. A) 2) 5 B) 13.5 C) 16 D) 34 E) 50 -In terms of the diffusion of innovation,early adopters account for ________ percent of product adopters.


A) 2) 5
B) 13.5
C) 16
D) 34
E) 50

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

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


A) product differentiation branding.
B) multibranding.
C) mixed branding.
D) segmentation branding.
E) multiproduct branding.

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

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Figure 11-5 Figure 11-5    -The largest numbers of product adopters with respect to the diffusion of innovation are found among A) innovators and laggards. B) early majority and late majority. C) late majority and laggards. D) innovators and early majority. E) innovators and early adopters. -The largest numbers of product adopters with respect to the diffusion of innovation are found among


A) innovators 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 B)
G) A) and C)

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A manufacturer can successfully use mixed branding because


A) it involves giving each product a distinct brand name.
B) the segment attracted to the reseller product is different from its own targeted market segment.
C) the company uses one name for all of its products for the sake of simplicity.
D) it is easy to do.
E) it produces lower profits for the reseller and higher profits for the manufacturer.

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

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Downsizing reduces the


A) quality of materials without changing the price.
B) product's price along with the quality of the materials.
C) package content without changing its size while maintaining or increasing the package price.
D) number of product features.
E) number of product items in a product line.

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

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Products tend to consume a disproportionate share of management and financial resources relative to their future worth throughout which stage of the product life cycle?


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

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

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Procter & Gamble repositioned its Old Spice antiperspirant brand from a deodorant your grandfather might use to a strong,hip antiperspirant through commercials that showed the target market of 18- to 30-year-old men advocating its use.P&G used this product repositioning strategy with its Old Spice brand antiperspirant to


A) react to a competitor's position.
B) catch a rising trend.
C) change the value offered.
D) diversify its product portfolio.
E) reach a new market.

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

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Figure 11-3 Figure 11-3    -The shapes of the product life cycle curve for high-learning,low-learning,fashion,and fad products vary as does A) the actual length of time a product stays in any stage of the life cycle. B) the individual criteria selected to place a firm in a stage of the life cycle. C) the importance of the marketing mix elements. D) the importance of environmental forces. E) the importance of new product innovation. -The shapes of the product life cycle curve for high-learning,low-learning,fashion,and fad products vary as does


A) the actual length of time a product stays in any stage of the life cycle.
B) the individual criteria selected to place a firm in a stage of the life cycle.
C) the importance of the marketing mix elements.
D) the importance of environmental forces.
E) the importance of new product innovation.

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

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