Question 1

Product modification refers to a marketing strategy that

Accepted Answer

Product modification involves changing a product's characteristics to enhance its value and boost sales.

Question 2

All of these are product modification strategies except which?

Accepted Answer

Creating a new use situation is not a modification of the product itself but rather a marketing strategy to find new applications for the existing product.

Question 3

If a firm's marketing dashboard displays a CDI of 80 for a consumer packaged good like Hawaiian Punch, this indicates which of the following?

Accepted Answer

A CDI (Category Development Index) of 80 indicates that the product category purchases in that market segment are below average, as a CDI of 100 represents the average.

Question 4

Managers often use two special measures to help identify strong and weak market segments in order to provide direction for marketing efforts. One of these is the CDI, or

Accepted Answer

The CDI, or category development index, is a measure used by managers to assess the sales performance of a category of products within a specific market segment, helping to identify strong and weak segments for targeted marketing efforts.

Question 5

CDI/BDI Marketing Dashboard
-As shown in the CDI/BDI Marketing Dashboard above, a BDI of 30 is determined by

Accepted Answer

BDI (Brand Development Index) is calculated by dividing the percent of a brand's sales in a specific segment by the percent of the population in that segment, then multiplying by 100.

Question 6

If a firm's marketing dashboard displays a BDI of 80 for a consumer packaged good like Hawaiian Punch, this indicates which of the following?

Accepted Answer

A BDI (Brand Development Index) of 80 indicates a weak brand position in a segment, as it is below the average index of 100, suggesting lower brand sales relative to the population in that market segment.

Question 7

The formula ________ is used to calculate CDI.

Accepted Answer

The Category Development Index (CDI) is calculated using the formula: (Percent of a product category's total U.S. sales in a market segment ÷ Percent of the total U.S. population in a market segment) × 100.

Question 8

All of the following are responsibilities of a product or brand manager except which?

Accepted Answer

Developing and implementing strategies at the corporate level is typically the responsibility of higher-level executives, not product or brand managers, who focus more on specific products or brands.

Question 9

Managers often use two special measures to help identify strong and weak market segments in order to provide direction for marketing efforts. The two measures are the CDI and the BDI, which stand for

Accepted Answer

The CDI (Category Development Index) and BDI (Brand Development Index) are used to assess the performance of a category or brand within a specific market segment.

Question 10

Consumer goods firms such as General Mills and PepsiCo as well as technology companies such as Intel and Hewlett-Packard employ a product manager to manage

Accepted Answer

Product managers are typically responsible for managing a specific group or family of related products or brands, ensuring they meet market needs and align with the company's strategic goals.

Question 11

CDI/BDI Marketing Dashboard
-In the CDI/BDI Marketing Dashboard above, which segment consumes the least amount of Hawaiian Punch?

Accepted Answer

Households without children typically consume less Hawaiian Punch compared to households with children, as the product is often marketed towards families with children.

Question 12

When Proctor & Gamble revamped Pantene shampoo and conditioner with a new vitamin formula and relaunched the brand with a multimillion-dollar advertising and promotion campaign, what strategy did it use to manage the product through its life cycle?

Accepted Answer

Proctor & Gamble used product modification by changing the formula of Pantene shampoo and conditioner to include a new vitamin formula, which is a strategy to improve or update a product to maintain or increase its market appeal.

Question 13

CDI/BDI Marketing Dashboard
-If you were a marketing manager and were presented with the information in the CDI/BDI Marketing Dashboard above, you would determine that the ________ segment has the most opportunity for increasing Hawaiian Punch sales.

Accepted Answer

The answer of  CDI/BDI Marketing Dashboard
-If you were a...

Question 14

CDI/BDI Marketing Dashboard
-In the CDI/BDI Marketing Dashboard above, which segment consumes the most fruit drinks?

Accepted Answer

The answer of  CDI/BDI Marketing Dashboard
-In the CDI/BDI Marketing...

Question 15

A marketing strategy that alters a product's characteristic, such as its quality, performance, or appearance, to increase its value and sales to customers is referred to as

Accepted Answer

Product modification involves changing a product's characteristics to improve its value and boost sales.

Question 16

If a firm's marketing dashboard displays a CDI of 120 for a consumer packaged good like Hawaiian Punch, this indicates which of the following?

Accepted Answer

A CDI (Category Development Index) of 120 indicates that the market segment is purchasing the product category at a rate 20% above the average, suggesting above-average product category purchases by that segment.

Question 17

Which of these is a product modification strategy?

Accepted Answer

Improving a product's quality is a product modification strategy as it involves making changes to the product itself to enhance its performance or appeal.

Question 18

Managers often use two special measures to help identify strong and weak market segments in order to provide direction for marketing efforts. One of these is the BDI, or

Accepted Answer

The BDI, or Brand Development Index, is a measure used by managers to assess the strength of a brand within a specific market segment compared to its performance in the overall market.

Question 19

The formula ________ is used to calculate BDI.

Accepted Answer

The Brand Development Index (BDI) is calculated by dividing the percent of a brand's total U.S. sales in a market segment by the percent of the total U.S. population in that market segment, then multiplying by 100.

Question 20

If a firm's marketing dashboard displays a BDI of 120 for a consumer packaged good like Hawaiian Punch, this indicates which of the following?

Accepted Answer

A BDI (Brand Development Index) of 120 indicates that the brand has a strong position in the segment, as it is performing 20% better than the average in that market.

Quiz 11: Managing Successful Products, Services, and Brands