Deck 9: Manage the Product

Question 1

is an agreement between two brands to work together in marketing a new product.

A)Aggregated branding
B)Family branding
C)Franchising
D)Manufacturer branding
E)Cobranding

Answer 1

E

Question 2

The product life cycle concept can be applied by marketers as a useful framework for describing how _.

A)a market responds to a product over time
B)product ideas are developed
C)to forecast product performance
D)to develop marketing strategies
E)a brand gains a dominant position in the market

Answer 2

A

Question 3

Hershey Foods and General Mills worked together to create Reese's Peanut Butter Puffs cereal.This is an example of .

A)generic branding
B)private- label branding
C)ingredient branding
D)licensing
E)umbrella branding

Answer 3

C

Question 4

In which stage of the product life cycle will promotional expenditures be especially high in an attempt to create consumer awareness?

A)introduction
B)product development
C)maturity
D)youth
E)growth

Question 5

General Mills has developed an experiential Web site called MyCereal.com.Visitors to this site can mix their own cereal ingredients.By allowing customers to develop their own cereal according to their desires,General Mills is implementing a(n)_ .

A)undifferentiated strategy
B)marketing mix contraction
C)cannibalization strategy
D)limited- line strategy
E)full line strategy

Question 6

What are the two dimensions of product quality on which marketing planners most often focus product objectives?

A)precision and versatility
B)level and consistency
C)durability and reliability
D)safety and ease of use
E)pleasure and function

Question 7

Mattel teamed with Coca- Cola to market Soda Fountain Sweetheart Barbie.This is an example of .

A)ingredient branding
B)cobranding
C)licensing
D)franchising
E)family branding

Question 8

The marketing goal for a product in the growth stage of its product life cycle is to .

A)maintain market share
B)reach peak sales levels
C)stabilize profit margins
D)encourage brand loyalty
E)compete on the basis of price

Question 9

The Malcolm Baldridge Award recognizes which of the following?

A)quality and productivity in American firms
B)Six Sigma certification
C)ISO 9000 compliance in European firms
D)completion of the DMAIC process
E)Kansei engineering successes

Question 10

involves designing and producing the container or cover for a product.

A)Labeling
B)Branding
C)Retailing
D)Packaging
E)Service

Question 11

Which of the following is a disadvantage of the brand management system?

A)a tendency to overemphasize short- term gains in sales
B)too much focus on the supplementary and complementary roles of all product lines
C)a tendency to avoid price differentiation
D)an interdependent structure that can undermine personal responsibility
E)too much focus on establishing brand equity

Question 12

A is a firm's total product offering designed to satisfy a single need or desire of a group of target customers.

A)marketing mix
B)product line
C)product mix
D)brand
E)positioning strategy

Question 13

Which of the following is NOT true about the Universal Product Code (UPC)?

A)It is read by an electronic scanner.
B)It is printed on the side or bottom of all non- perishable items sold in grocery stores and other mass- merchandising outlets.
C)It supplies information about the type of item.
D)It identifies the manufacturer of the product.
E)Retailers use information from UPC bars to track sales and control inventory.

Question 14

Unilever,the manufacturer of many recognizable brands of consumer products,has announced that it plans to move from a high of marketing 1,600 different products to 400 products so it can concentrate on increasing its efficiency.This is an example of a .

A)value stretch
B)cannibalization strategy
C)filling out strategy
D)downward line stretch
E)product line contraction

Question 15

Kellogg's has marketed Special K cereal for a number of years to a loyal customer base.Its introduction of a new cereal called Special K with Red Berries is an example of a(n)strategy.

A)downward line stretch
B)brand extension
C)upward line stretch
D)cobranding
E)cannibalization

Question 16

When a company begins marketing a new product line in addition to its existing product lines,it has done which of the following?

A)expanded the depth of the product mix
B)expanded the width of the marketing mix
C)used a filling- out strategy
D)expanded the width of the product mix
E)expanded the length of the product line

Question 17

Which of the following is a philosophy that focuses on satisfying customers through empowering employees to be an active part of continuous quality improvement?

A)SERVQUAL
B)ISO 9000
C)ISO 14000
D)total quality management (TQM)
E)Kansei engineering

Question 18

Creative people with entrepreneurial skills are the best match for which of the following?

A)sales management
B)product management
C)market management
D)a role on a venture team
E)information management

Question 19

Practically every brand of soft drink ever made is available at Mom's Soda Shop; regional beverages from around the world can be purchased at the retailer's Web site.The retailer targets people who have developed a fondness for a particular soft drink and can no longer find it.The retailer's is all types of soft drinks.

A)product mix
B)positioning strategy
C)marketing mix
D)product objective
E)branding strategy

Question 20

One drink- producing company is generally associated with cranberries.The company's addition of a line of orange drinks is an example of .

A)cobranding
B)a downward line stretch
C)a product mix expansion
D)an upward line stretch
E)a cannibalization strategy

Question 21

In small firms,the marketing function is usually handled by a who is responsible for new- product planning,advertising,working with the company's sales representatives,and marketing research.

A)brand manager
B)product category manager
C)venture team manager
D)market manager
E)single marketing manager

Question 22

In a competition between _ and _ brands,retailers have the advantages of controlling what products will be stocked,where products will be stocked,what prices will be charged,and which products will be featured in local print promotions.

A)national; licensed
B)store; private- label
C)national; private- label
D)national; manufacturer
E)manufacturer; licensed

Question 23

A manager of a Holiday Inn said,"We have power and value in the market and people are willing to pay for it." This manager is referring to _.

A)brand equity
B)the value proposition
C)societal marketing
D)Kansei engineering
E)total quality management (TQM)

Question 24

Which of the following is NOT necessary for a product- related objective to be effective?

A)It should be clear.
B)It should focus on short- term implications.
C)It should be measurable.
D)It should be feasible.
E)It should indicate a specific time frame.

Question 25

A company makes several different kinds of shampoo,but it did not have a dandruff shampoo designed specially for women until it added Pro- Women antidandruff shampoo.This is an example of a(n).

A)upward line stretch
B)filling- out strategy
C)cannibalization strategy
D)downward line stretch
E)product line contraction

Question 26

Another name for a store brand is a .

A)licensed brand
B)generic brand
C)manufacturer brand
D)national brand
E)private- label brand

Question 27

Within the market manager structure,managers focus on .

A)new product development and marketing
B)specific customer groups rather than specific products
C)specific brands and specific customer groups
D)all company brands and all company customers
E)specific products rather than specific customer groups

Question 28

A _ is the legal term for a brand name,brand mark,or trade character.

A)patent
B)trademark
C)copyright
D)logo
E)corporate mark

Question 29

Total quality management firms believe that it is the responsibility of _ employees to serve the needs of customers.

A)all
B)human resource
C)marketing
D)research and development
E)management

Question 30

are responsible for the positioning of a brand and developing its brand equity.They are likely to team with sales,finance,and logistics staff members as part of customer business teams who work with major retail accounts.

A)Brand managers
B)Market managers
C)Product category managers
D)Sales managers
E)Venture team managers

Question 31

Which of the following is true of the Universal Product Code (UPC)?

A)It is a package communication element.
B)It prevents product cannibalization.
C)It is used only by companies that have more than one retail outlet.
D)It is a five- digit number used to control inventory.
E)It is legally required for products with dual distribution channels.

Question 32

Kitchen dishcloths are often difficult to rinse clean and typically dry slowly.A company developed a disposable kitchen cloth that rinses easily and dries quickly.Because this is a brand new product to the market,it can be said to be in the stage of its product life cycle.

A)youth
B)introduction
C)growth
D)competitive
E)trial

Question 33

A manufacturer of acrylic,latex,and nitrile gloves sells to medical laboratories,factories where employees handle chemicals,companies that manufacture micro- tech equipment,and cleaning services.The company is organized to better satisfy the specific needs of each of its four target markets,so it uses a structure.

A)product category
B)brand manager
C)venture team
D)market manager
E)cross- functional

Question 34

Mercedes was able to successfully introduce its C- Class car at $30,000 without injuring its ability to sell other Mercedes cars for $100,000 or more.Mercedes implemented a(n).

A)cannibalization strategy
B)upward line stretch
C)filling- out strategy
D)value stretch
E)downward line stretch

Question 35

Which of the following is a philosophy that translates customers' feelings into design elements of a product?

A)Six Sigma
B)Kansei engineering
C)total quality management (TQM)
D)ISO 9000
E)ISO 14000

Question 36

Over the past 100 years or so,Binney and Smith's Crayola crayons have become a household staple in more than 80 countries around the world.The company occasionally tinkers with the product's marketing mix to maintain market share.Crayola crayons are in the stage of the product life cycle.

A)growth
B)development
C)maturity
D)extension
E)decline

Question 37

Which of the following controls package communications and labeling in the United States?

A)the Nutrition Facts Panel
B)the Federal Fair Packaging and Labeling Act
C)the Nutrition Labeling and Education Act
D)the Consumer Bill of Rights
E)the Food and Drug Administration (FDA)

Question 38

When marketers develop _ strategies,they make decisions about product benefits,features,styling,branding,labeling,and packaging.

A)brand
B)Six Sigma
C)total quality management (TQM)
D)communication
E)product

Question 39

A few years ago,a company brought a miniature version of its cereal bars to market.The nugget- sized product was very successful because it was not messy.The company recently introduced a similar product under another brand.Mini- cereal bars are most likely in the stage of their product life cycle.

A)extension
B)maturity
C)introduction
D)youth
E)growth

Question 40

Which of the following is true about generic brands?

A)They are manufacturer brands.
B)They are more popular today than ever before.
C)They were first developed during the last period of economic prosperity in the United States.
D)They attract approximately 25 percent of all dollars spent in U.S.super markets.
E)They were designed to appeal to the price- conscious consumer.

Question 41

The sales peak typically occurs during which stage of the product life cycle?

A)leveling
B)youth
C)introduction
D)maturity
E)development

Question 42

A firm's is the entire range of products the company offers for sale.

A)marketing mix
B)positioning strategy
C)promotional mix
D)product line
E)product mix

Question 43

A good brand name should do all of the following EXCEPT fit .

A)the product's benefits
B)legal requirements
C)the customer's culture
D)the competition
E)the target market

Question 44

Which approach was being used when Mazda discovered that the young driver sees a car as an extension of his body,and thus changed the design of the Mazda Miata?

A)Six Sigma
B)ISO 9000
C)total quality management (TQM)
D)Kansei engineering
E)ISO 14000

Question 45

The J.M.Smuckers Company makes jams,jellies,fruit spreads,and ice cream toppings.All of these products are sold using the Smuckers brand name.This company uses a(n)strategy.

A)store brand
B)cobranding
C)ingredient branding
D)private- label brand
E)family brand

Question 46

The final stage in the product life cycle is _.

A)decline
B)divestment
C)harvesting
D)maturity
E)phasing out

Question 47

Multivitamin sales are primarily to current users who are restocking,and multivitamin makers commonly use reminder advertising.Most makers of multivitamins look to sell their products through as many outlets as possible.Multivitamins are in the stage of the product life cycle.

A)youth
B)decline
C)leveling
D)growth
E)maturity

Question 48

Which of the following was developed to guarantee that an organization's products conform to the customer's requirements?

A)Kansei engineering
B)Six Sigma
C)ISO 14000
D)ISO 9000
E)SERVQUAL

Question 49

A(n)is a name,a term,a symbol,or other unique element of a product that identifies one firm's products and sets it apart from the competition.

A)patent
B)value proposition
C)brand
D)position
E)license

Question 50

Firms interested in using socially responsible packaging that is less harmful to the environment are developing .

A)aesthetic packaging
B)Kansei engineering
C)green packaging
D)ingredient packaging
E)venture packaging

Question 51

Product packaging can do all of the following EXCEPT which one?

A)communicate brand personality
B)provide service
C)protect the product
D)create a competitive advantage
E)make the product easier to store

Question 52

When large companies undertake new- product development,they typically enlist specialists in different areas to create a within the organization.

A)venture team
B)product category team
C)sales team
D)focus group
E)cross- functional brand team

Question 53

The red letter "K" that appears on all Kellogg's cereal boxes and the Jolly Green Giant are both examples of .

A)trade characters
B)brands
C)logos
D)cobrands
E)brand marks

Question 54

Which of the following helps an organization focus on minimizing any harmful effects it may have on the environment?

A)ISO 14000
B)Six Sigma
C)ISO 9000
D)total quality management (TQM)
E)Kansei engineering

Question 55

Which of the following statements about brand equity is NOT true?

A)Brand equity gives a firm the power to capture and hold onto a larger share of the market and to sell at prices with higher profit margins.
B)Brand equity can provide a competitive advantage.
C)Brand equity refers to the brand's value to an organization.
D)The highest level of brand equity involves establishing product benefits.
E)Brand equity means a brand has customer loyalty.

Question 56

An American company wanting to be competitive in the European market would be most likely to seek which type of certification?

A)ISO 14000
B)Kansei engineering
C)the Baldridge Award
D)total quality management (TQM)
E)Six Sigma

Question 57

Disney allowed a paint manufacturer to produce paint using the Disney brand name for a specific period of time.Disney paint is an example of .

A)licensing
B)family branding
C)cobranding
D)ingredient branding
E)private- label branding

Question 58

The term skunk works is associated with which of the following?

A)total quality management (TQM)
B)venture teams
C)Six Sigma
D)cross- functional teams
E)product category teams

Question 59

In ,branded materials become component parts of other branded products.

A)ingredient branding
B)manufacturer branding
C)aggregated branding
D)family branding
E)umbrella branding

Question 60

Venture teams focus exclusively on which of the following?

A)relationships with large,important customers
B)products in the maturity stage of the product life cycle
C)the promotional plan for a new product
D)products in the growth stage of the product life cycle
E)the development of a new product

Question 61

Tide detergent,Smucker's toppings,Purina Dog Chow dog food,and Starkist tuna are all examples of _.

A)national brands
B)store brands
C)cobrands
D)ingredient brands
E)private- label brands

Question 62

Which of the following is true about a brand manager and a product category manager?

A)They do not consider new product lines.
B)They are mainly responsible for financial decisions.
C)They are two titles for the same job.
D)They have the same functional responsibilities.
E)They probably work for large firms.

Question 63

In addition to regular Alka- Seltzer,there is an Alka Seltzer product for each of the following: cold sufferers,people with upset stomachs,people who can't sleep,people with allergies,and people who have a worse than normal headache.The manufacturer of Alka- Seltzer is using a(n)to reach as many different target markets as possible.

A)undifferentiated strategy
B)downward line stretch
C)cannibalization strategy
D)upward line stretch
E)full line strategy

Question 64

Which of the following is NOT a desirable quality for a brand name?

A)It should make sense in the customer's culture.
B)It should be easy to pronounce and remember.
C)It should suggest something about the product's benefits.
D)It should almost always be a long word to get attention
E)It needs to fit legal requirements.

Question 65

General Foods produces quite a few different brands of coffee,including Brim,Maxim,Maxwell House,International Coffees,Sanka,and Yuban.Each brand is likely to have its own .

A)product category manager
B)communication manager
C)brand manager
D)market manager
E)venture team

Question 66

Which of the following is an advantage offered by cobranding?

A)Advertising,sales,promotion,and marketing must be carefully coordinated.
B)Retailers have exclusive products that cannot be purchased from competitors.
C)Manufacturers do not have to invest in creating their own brand names.
D)Brand equity is stabilized.
E)A company can expand its existing brand into a category it otherwise might have difficulty entering alone.

Question 67

An alternative to product line stretching is _ ,adding more items within the present range of the line.

A)cobranding
B)a contracting strategy
C)a filling- out strategy
D)a mixing strategy
E)family branding

Question 68

A manufacturer of a product in the decline stage of its product life cycle would be LEAST likely to do which of the following?

A)phase out production of the product
B)withdraw most marketing support for the product and rely on e- commerce
C)advertise heavily and use sales promotion efforts
D)continue producing the product for loyal users
E)reduce the advertising budget for the product

Question 69

All of the following are stages in the product life cycle,EXCEPT which one?

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

Question 70

Toronto- based Loblaw supermarket chain developed President's Choice brand products to sell exclusively in its stores.President's Choice is an example of a .

A)private- label brand
B)generic brand
C)national brand
D)manufacturer brand
E)cobrand

Question 71

John Deere,Inc.introduced a lower- priced line of lawn- tractors called Senber although still selling its more expensive tractors under the John Deere,Inc.brand.This is an example of _ .

A)an upward line stretch
B)a two- way stretch
C)a filling- out strategy
D)a downward line stretch
E)a contraction strategy

Question 72

A manufacturer with a product in the decline stage of the product life cycle might decide to if it has reason to hope that there will be a residual demand for the product.

A)search for replacements
B)maintain the product without change
C)drop the product immediately
D)increase sales promotion efforts
E)let the product wither on the vine

Question 73

Procter & Gamble makes a variety of different cleaners,detergents,and polishes to appeal to a variety of target markets.Procter & Gamble uses a(n).

A)undifferentiated strategy
B)limited- line strategy
C)marketing mix orientation
D)filling- out strategy
E)full line strategy

Question 74

A company has only one product line: all the company manufactures is supercomputers.This one product line is also the company's .

A)branding strategy
B)marketing mix
C)promotional mix
D)brand equity
E)product mix

Question 75

Which of the following is one of the ways that Berkowitz Piano Company can expand its product line?

A)a filling out strategy
B)line mixing
C)societal marketing
D)a product mix strategy
E)internal marketing

Question 76

Procter & Gamble makes Tide,Cheer,Ivory Snow,and Bold detergents as well as PertPlus,Rejoice,and Vidal Sassoon shampoos.Through its use of a separate and unique brand name for each of these products,Procter & Gamble is using a(n)strategy.

A)private- label brand
B)umbrella brand
C)cobranding
D)family brand
E)individual brand

Question 77

What is the most logical explanation for why retailers carry private- label brands?

A)to earn more profit
B)to support trade promotions
C)to prevents sales cannibalization
D)to eliminate the need for competitive advantages
E)to encourage transaction marketing

Question 78

Which stage in the product life cycle normally lasts longest?

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

Question 79

In a competition between _ and _ brands,retailers have the advantages of controlling what products will be stocked,where products will be stocked,what prices will be charged,and which products will be featured in local print promotions.

A)store; private- label
B)national; private- label
C)national; licensed
D)national; manufacturer
E)manufacturer; licensed

Question 80

A firm's skunk works department would most likely be located .

A)at the headquarter's of the firm's largest customer
B)as close as possible to the firm's communication specialists
C)in a central part of the firm's main office building
D)in the most productive section of the company
E)away from the firm's traditional offices