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| 1 | |
The marketing objective for a product in the __________ stage of the product life cycle is to promote consumer awareness and stimulate trial. |
| | A) | introduction |
| | B) | growth |
| | C) | maturity |
| | D) | decline |
| | E) | product repositioning |
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| 2 | |
Consumers who are frequently on the Internet more than likely use either Internet Explorer or Netscape as their Web browser. Opera is another Web browser that is fast, highly customizable, and not widely used because its maker needs to create __________ demand. |
| | A) | secondary |
| | B) | primary |
| | C) | selective |
| | D) | derived |
| | E) | generic |
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| 3 | |
INGenius ATG introduced a microwave oven-sized battery recycler that was intended for the business market. Companies could buy the recycler and use it to restore alkaline batteries that are not normally recharged. The recycling does not let a battery live forever; but it does give it a charge of about 80 percent of the energy it originally had. Depending on the size of the battery, the recycler can hold up to 96 batteries. It takes 13 hours to recharge any battery. The recycler was introduced at $3,000. When you consider that the R & D to develop this product was quite high, you should suspect that INGenius ATG was using a __________ strategy. |
| | A) | penetration pricing |
| | B) | cost-plus pricing |
| | C) | ROI pricing. |
| | D) | market-oriented pricing |
| | E) | skimming pricing |
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| 4 | |
Upon introduction, Sony priced Playstation 2 at $299—this amount is close to what it costs to produce the video game console. This low price would indicate that Sony was using a __________ strategy. |
| | A) | penetration pricing |
| | B) | cost-plus pricing |
| | C) | ROI pricing |
| | D) | market-oriented pricing |
| | E) | skimming pricing |
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| 5 | |
Jell-O was invented in 18It is a widely recognized product. To keep customers buying the flavored gelatin, Jell-O has introduced a variety of different flavors and ways to use Jello, such as Jigglers. Its use of product differentiation indicates that Jell-O is in the __________ stage of its product life cycle. |
| | A) | introduction |
| | B) | growth |
| | C) | maturity |
| | D) | decline |
| | E) | harvesting |
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| 6 | |
Promotional expenses at the maturity stage of the product life cycle are often directed towards: |
| | A) | creating demand for the product class. |
| | B) | reminding the consumer to use the product. |
| | C) | creating primary demand. |
| | D) | gaining new distributors. |
| | E) | eliminating distribution channels. |
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| 7 | |
There is no exact time that a product takes to move through its life cycle. As a rule: |
| | A) | fad products have the longest lifecycle. |
| | B) | consumer products have shorter life cycles than business products. |
| | C) | packaged goods have a shorter life cycle than fads. |
| | D) | installations have a shorter life cycle than consumer products. |
| | E) | intangibility shortens the product life cycle. |
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| 8 | |
All of the following are categories of consumers based on when they purchase a new product, the information sources they use, and their risk-taking orientation EXCEPT: |
| | A) | initiators. |
| | B) | early adopters. |
| | C) | early majority. |
| | D) | late majority. |
| | E) | laggards. |
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| 9 | |
When H&R Block began offering its customers an instant tax refund (actually a short-term loan) along with filling out and filing their tax returns, it was an example of a: |
| | A) | product modification. |
| | B) | product repositioning. |
| | C) | consumer modification. |
| | D) | market-product extension. |
| | E) | divestment. |
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| 10 | |
___________ is a strategy used when a company tries to find new customers, increase a product's use among existing customers, or create new use situations. |
| | A) | Market modification |
| | B) | Product modification |
| | C) | Product repositioning |
| | D) | Market-product strategy |
| | E) | Diversification |
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| 11 | |
Kmart stores hoped to add perceived value to the store's merchandise by adding the Martha Stewart product line, which is perceived as being of a higher quality. This product line addition was an example of: |
| | A) | top-down marketing. |
| | B) | trading up. |
| | C) | bottom-up marketing. |
| | D) | trading down. |
| | E) | game-playing. |
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| 12 | |
The Girl Guides has been an institution in Canada for more than 90 years. It used marketing research to determine why its membership was declining. Research confirmed theories that Girl Guides had an outdated image, and there was no surprise when some survey respondents called the organization "militaristic" and "geeky." However the organization didn't expect focus groups to use words like "solitary" and "lonely" to describe the worldwide sisterhood that stresses just the opposite: friendship and teambuilding. The Girl Guides of Canada had a problem with its: |
| | A) | copyright. |
| | B) | express warranty. |
| | C) | functional benefits. |
| | D) | brand personality. |
| | E) | service mark. |
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| 13 | |
Which of the following statements about brand equity is true? |
| | A) | Brand equity is the added value a given brand name gives to a product beyond the functional benefits provided. |
| | B) | Brand equity provides a brand with a competitive advantage. |
| | C) | Consumers are often willing to pay a higher price for a product with brand equity. |
| | D) | Brand equity is carefully crafted and nurtured by marketing programs. |
| | E) | All of the above statements about brand equity are true. |
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| 14 | |
Kraft foods sells products under the Kraft, Jell-o, Oreo, Maxwell House, and DiGiorno brands. Which type of branding strategy is this? |
| | A) | Subbranding. |
| | B) | Multiproduct branding. |
| | C) | Corporate branding |
| | D) | Multibranding. |
| | E) | Family branding. |
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| 15 | |
Another name for multiproduct branding is: |
| | A) | co-branding. |
| | B) | dual branding. |
| | C) | mixed branding. |
| | D) | multibranding. |
| | E) | corporate branding. |
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| 16 | |
When Keebler introduced its snack-size packages of mini cookies, it continued to use the Keebler name—just like it did on all of its cookies. Keebler uses: |
| | A) | brand extension. |
| | B) | sub-branding. |
| | C) | line extensions. |
| | D) | co-branding. |
| | E) | multibranding. |
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| 17 | |
Combining a family brand with a new brand is called: |
| | A) | subbranding. |
| | B) | multiproduct branding. |
| | C) | mixed branding. |
| | D) | generic branding. |
| | E) | family branding. |
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| 18 | |
Cracker Barrel is a leader in the market of family restaurants located alongside major highways. Its marketing mix includes a down-home atmosphere, a shop through which customers pass on the way to and from the restaurant, a menu of American home cooking, and a friendly staff. Which aspect of the product component of the marketing mix will be particularly helpful to travelers looking for a place to eat lunch? |
| | A) | capacity management |
| | B) | pricing strategy |
| | C) | brand name and identifying logo |
| | D) | exclusivity |
| | E) | all of the above |
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| 19 | |
A strategy where a product is sold under the brand name of a wholesaler or retailer is called: |
| | A) | multibranding. |
| | B) | generic branding. |
| | C) | private branding. |
| | D) | mixed branding. |
| | E) | multiproduct branding. |
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| 20 | |
Packaging that provides convenience, protection, or storage offers what kind of benefits? |
| | A) | communication benefits |
| | B) | functional benefits |
| | C) | perceptual benefits |
| | D) | physiological benefits |
| | E) | all of the above types of benefits |
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