Question 1

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.

Accepted Answer

In small firms, a single marketing manager typically handles multiple aspects of marketing, including new-product planning, advertising, sales coordination, and marketing research, due to limited resources and personnel.

Question 2

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.

Accepted Answer

Retailers have more control over private-label brands compared to national brands, allowing them to decide on stocking, pricing, and promotions.

Question 3

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 _.

Accepted Answer

Brand equity refers to the value and power a brand holds in the market, which influences consumers' willingness to pay for it.

Question 4

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

Accepted Answer

An effective product-related objective does not necessarily need to focus on short-term implications; it can also be long-term. The other options are essential for an objective to be effective.

Question 5

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).

Accepted Answer

The company is filling a gap in its product line by introducing a new product that caters to a specific market segment, in this case, women who need dandruff shampoo.

Question 6

Another name for a store brand is a .

Accepted Answer

A store brand is also known as a private-label brand, which is a product that is exclusively manufactured for a retailer and sold under the retailer's brand name.

Question 7

Within the market manager structure,managers focus on .

Accepted Answer

Market managers focus on specific customer groups rather than specific products, tailoring strategies to meet the needs of these groups.

Question 8

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

Accepted Answer

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

Question 9

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

Accepted Answer

Total quality management (TQM) emphasizes that all employees, regardless of their department or role, are responsible for serving the needs of customers and ensuring quality.

Question 10

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.

Accepted Answer

Brand managers are responsible for positioning a brand and developing its brand equity, often collaborating with sales, finance, and logistics teams to manage relationships with major retail accounts.

Question 11

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

Accepted Answer

The Universal Product Code (UPC) is a package communication element that helps in identifying products and facilitating their sale and inventory management.

Question 12

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.

Accepted Answer

The product is in the introduction stage of its product life cycle because it is a brand new product being introduced to the market.

Question 13

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.

Accepted Answer

The company is organized to satisfy the specific needs of each of its four target markets, indicating a market manager structure, which focuses on different customer segments.

Question 14

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).

Accepted Answer

Mercedes implemented a downward line stretch by introducing a lower-priced model (C-Class) without affecting the sales of its higher-priced models.

Question 15

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

Accepted Answer

Kansei engineering is a product development methodology that focuses on incorporating customers' emotions and feelings into the design elements of a product.

Question 16

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.

Accepted Answer

Crayola crayons are in the maturity stage of the product life cycle, as they have been established for over 100 years, are widely recognized, and the company focuses on maintaining market share through marketing efforts.

Question 17

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

Accepted Answer

The Federal Fair Packaging and Labeling Act is responsible for controlling package communications and labeling in the United States.

Question 18

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

Accepted Answer

Product strategies involve decisions about product benefits, features, styling, branding, labeling, and packaging.

Question 19

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.

Accepted Answer

The mini-cereal bars are likely in the growth stage of their product life cycle because they have been successful and the company is expanding the product line by introducing a similar product under another brand.

Question 20

Which of the following is true about generic brands?

Accepted Answer

Generic brands are designed to appeal to price-conscious consumers by offering lower-cost alternatives to name-brand products.

Quiz 9: Manage the Product