Question 1

Proctor and Gamble repositioned its Old Spice anti-perspirant brand from a deodorant your grandfather might use to a strong, hip anti-perspirant 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 anti-perspirant to __________.

Accepted Answer

The answer of Proctor and Gamble repositioned its Old Spice...

Question 2

Trading up refers to __________.

Accepted Answer

Trading up refers to adding value to the product (or line) through additional features or higher-quality materials. This typically results in a higher price point for the product.

Question 3

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 place a product occupies in a consumer's mind relative to competitive products. Market modification refers to the process of changing the sales potential of a product by modifying its market or target audience. Product modification refers to changing the quality, features, and/or design of a product. Product positioning involves creating an image or identity for a product in the minds of consumers. Perceptual mapping is a research technique used to analyze and visually display consumers' perceptions of products or brands based on their characteristics or attributes.

Question 4

In its recent "You're not you when you're hungry - Snickers satisfies" TV ad campaign, Mars, the maker of the Snickers candy bar, attempted to reposition Snickers from a sugary 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 __________.

Accepted Answer

The most appropriate answer is C, as Mars attempted to reposition Snickers to reach a new target market segment. The campaign aimed to attract customers who were looking for a quick hunger solution rather than a dessert-like candy bar. Mars did not react to a competitor's position, catch a rising trend, change the value offered to customers, or implement a global strategy through this campaign.

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...

Question 6

Johnson & Johnson effectively repositioned St. Joseph Aspirin as 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

Repositioning St. Joseph Aspirin as an adult low-strength aspirin to reduce the risk of heart attacks or strokes suggests that Johnson & Johnson was attempting to reach a new market.

Question 7

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

Accepted Answer

LEGO Friends was introduced to attract a new demographic (young girls) who were not the primary users of traditional LEGO sets, thus finding new users for their products.

Question 8

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

Accepted Answer

The answer of Adding value to the product (or line)...

Question 9

Sealy, the self-proclaimed largest manufacturer of mattresses in the U.S., recently set out to redefine its function in the bedrooms of America. No longer did it want to be known as simply a mattress company. It wanted Sealy to be known as the world's leading "sleep wellness provider." This is an example of __________.

Accepted Answer

This is an example of repositioning, where Sealy is trying to change the perception of its brand from being just a mattress company to a sleep wellness provider.

Question 10

New Coke was repositioned as a slightly sweeter, less filling soft drink because the Coca-Cola Company discovered that its 1984 market share in supermarkets was 2 percent behind Pepsi. This product repositioning strategy was designed to __________.

Accepted Answer

The repositioning strategy of New Coke was designed to react to a competitor's position, specifically Pepsi's 2 percent lead in market share. The goal was to regain market share by offering a slightly sweeter and less filling product that would appeal to Pepsi's target audience.

Question 11

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

Accepted Answer

Mott's is using a market modification strategy to create a new use situation for their product as a low-fat alternative to cooking oil for baked goods. They are not necessarily changing the characteristics of the product itself, but rather how it is being marketed and used.

Question 12

Florida Orange Growers Association advocates drinking orange juice throughout the day rather than for breakfast only, in a market modification strategy known as

Accepted Answer

The strategy of advocating drinking orange juice throughout the day rather than for breakfast only is aimed at increasing the use of the product by existing customers, which is a market modification strategy.

Question 13

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

Johnson & Johnson shifted the target audience from infants to adults who need low-strength aspirin to prevent heart attacks or strokes, making it a repositioning strategy.

Question 14

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

Accepted Answer

Coca-Cola's promotion of Coke as a morning beverage for non-coffee drinkers is an example of market modification, where the company is trying to expand the market for its existing product by targeting a new group of consumers. There is no product or brand modification involved, and diversification refers to entering into a new market with a new product, which is not the case here. Market-product extension involves launching a new product in an existing market, which is also not applicable in this scenario.

Question 15

Pretzels were first introduced as a salty snack. Later, the product was repositioned as a low-fat snack in order to __________.

Accepted Answer

The answer of Pretzels were first introduced as a salty...

Question 16

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 of the target audience, from just children to adults as well.

Question 17

An aging baby boomer population has led to increased interest in developing and marketing products to satisfy the needs of this large market. As a result, moisturizing lotions and creams like Oil of Olay are now repositioned as age-defying products. This is an example of which product repositioning action?

Accepted Answer

The answer of An aging baby boomer population has led...

Question 18

Dockers, the U.S. market leader in casual pants, originally intended its product as a single pant for every situation. Dockers now promotes different looks for work, weekend, dress, and golf. Dockers' new strategy is designed to __________.

Accepted Answer

Dockers' strategy of promoting different looks for various occasions is aimed at creating new use situations, encouraging customers to purchase multiple styles for different contexts.

Question 19

All of the following are factors triggering the need for product repositioning EXCEPT:

Accepted Answer

The answer of All of the following are factors triggering...

Question 20

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...

Quiz 10: Managing Successful Products, Services, and Brands