Question 1

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

Product modification is a strategy that involves altering a product's characteristics such as its quality,performance,or appearance to try to increase the product's value to customers and increase sales,such as the introduction of a DiGiorno cheese-stuffed crust to the firm's line of pizzas.

Question 2

Market modification refers to a marketing strategy that __________.

Accepted Answer

Market modification is a strategy used to manage a product's life cycle in order to find new customers, increase usage among existing customers, or create new use situations. This may involve changing promotional tactics, adjusting pricing, or modifying distribution channels. It is not focused on altering the product itself (as in A), re-acquiring past customers (as in C), dropping market segments (as in D), or combining segments (as in E).

Question 3

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 to one that appeals to adults as well, in order to address declining sales.

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 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 to __________.

Accepted Answer

The repositioning of New Coke was a direct response to the Coca-Cola Company's discovery that it was 2 percent behind Pepsi in supermarket market share. This indicates that they were reacting to a competitor's position in the market. Therefore, option E is the best choice.

Question 6

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

Accepted Answer

The term used for the sale of two or more separate products in one package is product bundling.

Question 7

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

Product repositioning refers to changing the perception or positioning of a product in the minds of consumers. In this case, Johnson & Johnson changed the target market of St. Joseph Aspirin from infants to adults, therefore, the answer is reaching a new market.

Question 8

Sealy,the self-proclaimed largest manufacturer of mattresses in the U.S. ,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 decision to redefine its place in the market and change its image from being solely a mattress company to a sleep wellness provider is an example of repositioning.

Question 9

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 10

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. This falls under market modification strategy where the company tries to increase usage of the product in new situations or among new groups of customers.

Question 11

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, which involves finding new uses or new target markets for an existing product. In this case, Coca-Cola is trying to expand its target market beyond those who drink coffee in the morning by promoting Coke as an alternative breakfast beverage. This does not involve changing the product itself (product modification), changing the brand name or image (brand modification), or introducing new products or services (diversification or market-product extension).

Question 12

Alka-Seltzer was originally made as a hangover remedy that cured a headache and settled the stomach.Today,you can purchase Original Alka-Seltzer,Extra Strength Alka-Seltzer,Alka-Seltzer Morning Relief (for morning headaches and fatigue),and Alka-Seltzer Heartburn Relief,each of which has slightly different ingredients to solve the inherent problem identified in its respective brand names.To broaden the product line to increase sales to new target market segments,the makers of Alka-Seltzer used a __________ strategy.

Accepted Answer

The answer of Alka-Seltzer was originally made as a hangover...

Question 13

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-a medium-sized Coke with the burger)to expedite the ordering process,given the myriad of menu order options available.This product modification approach is called __________.

Accepted Answer

This product modification approach is called product bundling, which involves combining complementary items to provide more value to customers while simplifying the ordering process. In this case, Wendy's is bundling their Dave's Hot 'N Juicy cheeseburger with French fries and a soft drink.

Question 14

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 situations is aimed at creating a new use situation for their products, encouraging customers to buy more pants for different occasions.

Question 15

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 16

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" means changing the positioning or targeted market for a product. In this case, Johnson & Johnson changed the target market of St. Joseph Aspirin from infants to adults who need a low-strength aspirin to reduce the risk of heart attacks or strokes.

Question 17

If Proctor and Gamble (P&G)were to package a Gillette Fusion ProGlide Razor with its Old Spice Pure Sport Anti-Perspirant & Deodorant,P&G would be engaged in __________.

Accepted Answer

Product bundling is the practice of offering several products for sale as one combined product. In this case, P&G would be offering the Gillette Fusion ProGlide Razor and Old Spice Pure Sport Anti-Perspirant & Deodorant together as a bundle, likely at a discounted price, to encourage customers to purchase both products.

Question 18

All of the following are market modification strategies EXCEPT:

Accepted Answer

Changing a product's appearance is a product modification strategy, not a market modification strategy. Market modification strategies focus on altering the market dynamics, such as finding new customers or increasing usage among existing customers.

Question 19

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

Accepted Answer

Product repositioning refers to changing the place a product occupies in a consumer's mind relative to competitive products. This can be done through advertising, packaging, and other marketing strategies. Market modification refers to changing the types of customers or the regions where a product is sold. Product modification refers to changing the actual product itself, such as its features or design. Product positioning refers to the process of identifying a market niche for a product and creating a marketing strategy to reach that niche. Perceptual mapping refers to a visual representation of how consumers perceive different brands in a particular industry.

Question 20

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

Accepted Answer

Creating a new use situation is not typically a factor that triggers the need for product repositioning; rather, it is often a strategy used after repositioning to expand the product's market.

Quiz 11: Managing Successful Products, Services, and Brands