Question 1

Introduced by Procter & Gamble in 1928, and used by such consumer goods firms as General Foods and Frito-Lay and by industrial firms such as Intel and Hewlett-Packard, the product manager manages the marketing efforts for:

Accepted Answer

The product manager typically manages a close-knit family of products or brands, rather than all of the corporation's products or brands (D) or a diverse assortment of varied products or brands (B). The product manager's focus is on effectively managing the marketing efforts for this specific group of products or brands, rather than those aspects of products or brands that require close fiscal scrutiny (A).

Question 2

Alka-Seltzer was made originally as a hangover remedy that cured the 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. To extend the product's sales to new markets, the makers of Alka-Seltzer have used:

Accepted Answer

Alka-Seltzer has used a product modification strategy by introducing new variations such as Extra Strength, Morning Relief, and Heartburn Relief to extend its sales to new markets.

Question 3

Why would the manufacturer of a new all-natural-ingredient shampoo and conditioner put free samples of the product in Sunday newspapers?

Accepted Answer

Providing free samples in Sunday newspapers is a form of mass marketing meant to encourage product adoption. By giving people an opportunity to try the product for free, the manufacturer hopes to generate interest and word-of-mouth advertising. This is especially important in the case of a new product that consumers may be hesitant to try without first seeing how well it works.

Question 4

Imagine Post Cereal introduces a cereal bar just like the ones Kellogg's and Quaker already have on the market. Post has decided to promote the bars using ads without coupons and to price the bars at about the same price as the other brands. Post Cereal bars will also be distributed to the same stores as the Kellogg's and Quaker products. Which of the following barriers to new product adoption will most likely prevent the Post Cereal bars from being a successful product?

Accepted Answer

The value barrier is likely to prevent adoption because consumers may not perceive any additional value in switching to Post Cereal bars if they are priced similarly and offer no distinct advantages over existing options from Kellogg's and Quaker.

Question 5

Figure 11-3
 
-Which characteristic are the consumers represented by "D" in Figure 11-3 best represented by the statements given below:

Accepted Answer

The statement "are skeptical and have below average social status" best represents the characteristic of the consumers represented by "D" in Figure 11-3.

Question 6

The Upjohn Company first targeted men for its Rogaine topical solution, a drug to restore hair growth, but later marketed this product to women. The Upjohn Company is using which of the following market modification strategies?

Accepted Answer

The Upjohn Company is using the market modification strategy of finding new users by targeting women as a new user segment for their existing product.

Question 7

Numerous________ are in the growth stage of the product life cycle. Two examples are iPads and e-book readers.

Accepted Answer

Product classes refer to broad categories of products that serve similar purposes or are used in a similar manner, which fits the description of iPads and e-book readers as they both belong to the broader category of consumer electronics or digital devices.

Question 8

Figure 11-3
 
-Letter "B" in Figure 11-3, is likely characterized by the following:

Accepted Answer

The letter "B" in Figure 11-3 likely represents the "Early Adopters" in the diffusion of innovations model. Early adopters are typically leaders in social standing and have slightly above average education compared to other adopter classes.

Question 9

What type of a computer do you have? Likely a laptop or tablet. Today, fewer desktop personal computers are purchased. This is a decline in the total _________.

Accepted Answer

The decline in the total number of desktop personal computers purchased represents a decline in the product class. A product line refers to a group of products that are related and sold by the same company (such as a line of laptops or tablets). Product design refers to the specific features and characteristics of a product. Product family is a term that can be used interchangeably with product line.

Question 10

Campbell's Soup ran an advertisement that read: "Our Soups: No Longer Just For Colds and Sick-Days!" Campbell's was attempting:

Accepted Answer

The answer of Campbell's Soup ran an advertisement that read:...

Question 11

Tums, which has long been used for reducing heartburn, is now being promoted as a source of calcium for the prevention of osteoporosis. Its manufacturer is using which of the following market modification strategies?

Accepted Answer

Creating new use situations involves promoting a product for uses beyond its original purpose, which is what the manufacturer is doing by promoting Tums as a source of calcium for osteoporosis prevention in addition to its traditional use for heartburn.

Question 12

When Coca-Cola promoted Coke as a morning beverage when you didn't want coffee, it was using:

Accepted Answer

The answer of When Coca-Cola promoted Coke as a morning...

Question 13

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 is an example of _________ and should attract new buyers.

Accepted Answer

The introduction of the cheese-stuffed crust modifies the original product, making it a product modification strategy aimed at attracting new buyers who may be enticed by the added feature. Market-product strategy refers to the combination of different marketing and product strategies to target specific markets. Market modification involves changing the target market for an existing product, and diversification refers to the expansion of a company's product line into new, unrelated markets.

Question 14

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in:

Accepted Answer

Consumer advocates believe that downsizing, the practice of offering less product content in the same or larger package while maintaining or increasing the price, is a deceptive practice that takes advantage of consumers' buying habits. This practice results in consumers paying the same or more for less product, which can be seen as a way for companies to increase profits without providing any additional value to the consumer.

Question 15

Dockers, which makes khaki pants for men and other business wear, unveiled a new product that was water and stain repellent. They highlighted this product with commercials of clumsy businessmen spilling coffee on their pants, only to watch it run right off and not stain. These pants would be considered a:

Accepted Answer

The introduction of a new product that is water and stain repellent is a product modification since it involves changing some aspect of the product itself.

Question 16

Major North 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 manufacturers are targeting newly graduated college students, who may not have considered purchasing a car before, as a new user group. They are offering buying incentives to encourage these new users to consider purchasing a car. This is an example of finding new users, making choice C the best answer.

Question 17

Chris works at Whirlpool and is responsible for managing the product life cycle of a new version of dishwasher. Chris is most likely a(n):

Accepted Answer

A brand manager is responsible for managing the product life cycle of a specific brand within a company. Therefore, Chris, who is managing the product life cycle of a new version of a dishwasher at Whirlpool, is most likely a brand manager.

Question 18

An established shoe company decided to refocus their shoes towards seniors who wanted a comfortable everyday shoe, as their current market was very competitive. This shoe company engaged in:

Accepted Answer

The company is changing its target market by repositioning their product towards seniors who want a comfortable everyday shoe. This is an example of product repositioning.

Question 19

Twenty years ago, the Mississippi Gulf Coast was a nice place to vacation with a white sandy beach, golfing opportunities, resort hotels, and good seafood restaurants. With the addition of casinos, the Gulf Coast improved its odds of being a tourist destination for more travelers. This is an example of:

Accepted Answer

Product modification is the process of changing a product's features, benefits, or design to meet the needs of a new or existing market. In this case, the Mississippi Gulf Coast added casinos to its existing offerings of white sandy beaches, golfing opportunities, resort hotels, and good seafood restaurants. This change was made in order to attract more tourists to the area.

Question 20

Finding new uses for an existing product has been a major strategy in extending the life of Arm & Hammer Baking Soda. The product (unchanged from its original formula)is now being promoted as a dentifrice; a deodorizer for cat litter, carpeting, and refrigerators; and a fire extinguisher. Arm & Hammer is:

Accepted Answer

Arm & Hammer is creating new use situations by promoting the existing product as a dentifrice, deodorizer, and fire extinguisher. This is an example of a market modification strategy, where the company seeks to expand the market for the existing product by finding new uses or user groups.

Quiz 11: Managing Products and Brands