Question 1

Sealy,the self-proclaimed largest manufacturer of mattresses in the United States,recently set out to redefine its place in the bedrooms of America.No longer was it going to be known as simply a mattress company.Now the name Sealy was going to be known as the world's leading "sleep wellness provider." This is an example of

Accepted Answer

Sealy's efforts to redefine its place in the market, by going beyond being just a mattress company, and instead providing sleep wellness, is an example of repositioning.

Question 2

For many years,Kellogg's Frosted Flakes,a ready-to-eat breakfast cereal,was perceived as a cereal for children.Tony the Tiger,a cartoon character,extolled Frosted Flakes,and advertisements depicted children enjoying the product with Tony in competitive situations.Recently,in response to declining sales of Frosted Flakes,the cereal maker has adopted a new series of advertisements that show adults admitting that they enjoy Frosted Flakes,too.Kellogg's is attempting to

Accepted Answer

Kellogg's is attempting to reposition Frosted Flakes by changing the perception that it is only for children and showing that adults can also enjoy it. This is a strategy to attract a wider target audience and increase sales.

Question 3

When Coca-Cola promoted Coke as a morning beverage for those consumers who don't drink coffee,it used a __________ strategy.

Accepted Answer

The strategy used by Coca-Cola is market modification, as it targets consumers who do not drink coffee in the morning and positions Coke as a viable alternative. Market modification involves trying to increase sales by reaching out to new market segments or by promoting new uses for a product to existing markets.

Question 4

Major American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit.Car manufacturers are using which of the following market modification strategies?

Accepted Answer

The answer of Major American car manufacturers are offering buying...

Question 5

New Balance,Inc.,successfully repositioned its athletic shoes to focus on fit,durability,and comfort rather than on going head-on against Nike and Adidas on fashion and professional sports.This product repositioning strategy was designed to

Accepted Answer

The answer of New Balance,Inc.,successfully repositioned its athletic shoes to...

Question 6

When Wendy's wants to increase the value of its Dave's Hot 'N Juicy cheeseburger to its customers,it combines complementary items (French fries and a soft drink)to expedite the ordering process,and provide a complete meal.This product modification approach is called

Accepted Answer

The approach of combining complementary items to increase the value of a product is called product bundling. This is exactly what Wendy's is doing by offering French fries and a soft drink along with the Dave's Hot 'N Juicy cheeseburger as a complete meal.

Question 7

The McDonald's Corporation recently announced that it will begin phasing out the use of eggs from hens housed in cages.The company uses about two billion eggs annually,or a little more than 4 percent of the eggs produced in the United States.This change in McDonald's egg-containing products to appeal to healthy eating habits is a __________ strategy.

Accepted Answer

The fact that McDonald's is changing the way it sources its eggs in order to appeal to health-conscious consumers indicates that they are using a product modification strategy. This involves making changes to an existing product to meet changing customer needs and preferences.

Question 8

All of the following are factors triggering the need for product repositioning except which?

Accepted Answer

Creating a new use situation is a market modification strategy while the other alternatives would trigger a need to reposition a product.

Question 9

Johnson & Johnson effectively __________ St.Joseph Aspirin from a product for infants to one targeted at adults who may need a low-strength aspirin designed to reduce the risk of heart attacks or strokes.

Accepted Answer

The word "repositioned" accurately describes Johnson & Johnson's strategy of shifting the target market for St. Joseph Aspirin from infants to adults in need of a low-strength aspirin for heart health. The other answer choices do not convey this specific business strategy.

Question 10

The sale of two or more separate products in one package is referred to as

Accepted Answer

Product bundling refers to the sale of two or more separate products in one package. BOGO deals refer to buy one, get one free promotions, product modification involves making changes to an existing product, product repositioning involves changing the target market or positioning of a product, and product differentiation involves creating a unique product that stands out from competitors.

Question 11

If Procter & Gamble (P&G)were to package a Gillette Fusion ProGlide Razor with its Gillette Fusion Hydragel,P&G would be engaged in

Accepted Answer

Product bundling is the practice of offering several products for sale as one combined product. P&G's packaging of a Gillette Fusion ProGlide Razor with its Gillette Fusion Hydragel is an example of product bundling.

Question 12

Starbucks sometimes offers a promotion known as the "treat receipt." Patrons purchase a drink of their choice in the morning and then will receive a receipt to turn in after 2:00pm that same day.With the receipt the customer can choose from any grande iced beverage for just .50.Which is the most likely market modification strategy for Starbucks here?

Accepted Answer

The promotion is aimed at increasing a product's use by existing customers. By offering a discount on iced beverages in the afternoon, Starbucks encourages customers to return later in the day and purchase additional drinks, increasing their overall use of the product.

Question 13

All of the following are market modification strategies except which?

Accepted Answer

With market modification strategies,a company tries to find new customers,increase a product's use among existing customers,or create new use situations.Changing a product's appearance is a product modification strategy.

Question 14

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while.The product's recent introduction of a DiGiorno cheese-stuffed crust to its line of pizzas is an example of

Accepted Answer

The introduction of a cheese-stuffed crust to the existing line of DiGiorno rising crust pizzas is an example of product modification, which involves changing an existing product's characteristics to better meet the needs or wants of customers.

Question 15

A strategy for managing a product's life cycle that attempts to find new customers,increase a product's use among existing customers,or create new use situations is referred to as

Accepted Answer

The answer of A strategy for managing a product's life...

Question 16

Mott's applesauce promotes itself as a low-fat alternative to cooking oil for baked goods.Mott's is

Accepted Answer

Mott's is creating a new use situation by promoting itself as a low-fat alternative to cooking oil for baked goods, which is a market modification strategy.

Question 17

Market modification refers to a marketing strategy that

Accepted Answer

Market modification refers to the process of managing a product's life cycle by finding new customers, increasing a product's use among existing customers, or creating new use situations. This can be achieved through various marketing strategies, such as product positioning or changing the product's packaging or pricing. Market modification aims to increase the product's sales and profitability by modifying its marketing mix to better meet the needs of the target market. Therefore, option B is the best choice as it best describes the market modification strategy.

Question 18

Changing the place a product occupies in a consumer's mind relative to competitive products is referred to as

Accepted Answer

Product repositioning involves changing the way a product is perceived in the minds of consumers relative to the competition. It can involve changing the product itself, but more often it involves changing the marketing mix elements such as price, promotion and distribution in order to alter consumer perceptions of the product.

Question 19

Known for its popular line of construction toys for boys,LEGO introduced a product line for young girls called LEGO Friends.This is an example of which market modification strategy?

Accepted Answer

The answer of Known for its popular line of construction...

Question 20

Johnson & Johnson effectively repositioned St.Joseph Aspirin from a product for infants to an adult low-strength aspirin to reduce the risk of heart attacks or strokes.This is an example of a product repositioning by

Accepted Answer

Johnson & Johnson repositioned St. Joseph Aspirin to target adults as a low-strength aspirin to reduce the risk of heart attacks or strokes. This is an example of reaching a new market, as they shifted their focus from infants to adults with a specific need for aspirin.

Quiz 10: Managing Successful Products, services, and Brands