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Ch11, marketing quiz




1.

A concept that describes the stages a new product goes through in the marketplace—introduction, growth, maturity, and decline— is called:

A.

the retail life cycle.

B.

the product life cycle.

C.

the marketing mix.

D.

the product growth cycle.

E.

product commercialization.



2.

The stage of the product life cycle when a product is first commercialized to its intended target market is called the _____ stage.

A.

growth

B.

commercialization

C.

launch

D.

introduction

E.

awareness-trial



3.

Lack of profit in the introductory stage of the product life cycle is very often the result of:

A.

insufficient allocation of resources to the marketing mix.

B.

poor selection of distribution channels.

C.

high taxes.

D.

large investment costs in product development.

E.

ineffective execution of the marketing program.



4.

The marketing objective for a product in the _____ stage of the product life cycle is to promote consumer awareness and gain trial.

A.

introduction

B.

growth

C.

maturity

D.

decline

E.

product repositioning



5.

A few years ago Who Wants to Be a Millionaire premiered as the first nighttime game show in a couple of decades. The marketing for the show was intent on making television viewers aware of its existence and excited enough about the show that we would watch the first episode. Which of the following statements about televised game shows is true?

A.

Who Wants to Be a Millionaire was in the introduction stage of the product life cycle of televised nighttime game shows when it premiered.

B.

Because television has been around for many years, all programs fall naturally into the maturity stage.

C.

Televised programs are either in the introduction stage or the growth stage and are discontinued when they move into the maturity stage.

D.

All televised programming uses a three-stage product life cycle--growth, maturity, and decline.

E.

The product life cycle is totally inapplicable to any television genre.



6.

Scientists have discovered a new medical treatment but before they can market it, physicians and patients must be aware of its existence. In other words, its manufacturer must create _____ demand.

A.

selective

B.

primary

C.

derived

D.

generic

E.

secondary



7.

Promotional expenditures at the introduction stage of the product life cycle are spent on:

A.

contests and sweepstakes.

B.

creating selective demand.

C.

creating primary demand.

D.

personal endorsements.

E.

maintaining brand loyalty.



8.

During the introduction stage of the product life cycle, the place element of the marketing mix is highly involved with:

A.

reducing inventory costs.

B.

gaining distribution outlets.

C.

guaranteeing there is adequate demand if a skimming pricing strategy is used.

D.

building storage warehouses and distribution centers.

E.

using an intermodal logistics system.



9.

When Texas Instruments (TI) introduced its pocket calculator it was a tremendous product innovation, and IT set the mail order price at $495. What is the name of the pricing strategy Texas Instruments used?

A.

rip off

B.

chiseling

C.

opportunistic

D.

skimming

E.

caveat emptor



10.

Which stage in the product life cycle is characterized by a rapid increase in sales and the appearance of competitors?

A.

introduction

B.

growth

C.

maturity

D.

decline

E.

profit



11.

Which stage in the product life cycle is characterized by a leveling off of industry sales?

A.

introduction

B.

growth

C.

maturity

D.

decline

E.

comparability



12.

The marketing objective of a firm whose product is in the maturity stage of the product life cycle is to:

A.

actively search out new first time users.

B.

maintain existing buyers since new ones are hard to find.

C.

actively reinforce competitors' marketing efforts.

D.

maintain existing distributors and actively seek out new ones.

E.

shift to a skimming price strategy.



13.

The videocassette recorder (VCR) was introduced to the market in the late 1970s. Ninety-one percent of American homes own at least one VCR. To maintain market share in the VCR market and to get customers to purchase additional VCRs, its manufacturers have continually provided for higher-quality recording capabilities and made the machines easier to watch and with different features that allowed for quicker location of recorded programs. Because the goal of VCR manufacturers is to maintain brand loyalty and market share, the product category is in the _____ stage of its product life cycle.

A.

introduction

B.

growth

C.

maturity

D.

decline

E.

harvesting



14.

All of the following occur during the decline stage of the product life cycle EXCEPT:

A.

sales decrease substantially.

B.

the firm chooses the wrong marketing strategy, which results in an inappropriate marketing program for the target market.

C.

the uncontrollable environment changes.

D.

promotional support for the product becomes minimal.

E.

the number of competitors is reduced.



15.

To handle products in the decline stage of the product life cycle, companies often use either:

A.

diversification, harvesting, or building.

B.

diversification, harvesting, or contracting.

C.

deletion, harvesting, or contracting.

D.

deletion, diversification, or harvesting.

E.

building, contracting, or harvesting.



16.

Three years ago Pokémon was the hottest name in toys, but as other more high-tech toys appeared on the market, the popularity of Pokémon waned as did its sales. Some toy experts predict Pokémon will soon be only a memory for toy retailers. Pokémon is in the _____ stage of its product life cycle.

A.

decay

B.

uncommercialization

C.

decline

D.

maturity

E.

harvested



17.

Your product has been suffering from steadily eroding sales and profits. You have tried a number of options to revitalize the product's sales and profits, but after seven changes in your strategy, you have yet to find success. Which of the following actions would be the LEAST appropriate next step?

A.

Delete the product from the line.

B.

Retain the product, but reduce its support costs.

C.

Stimulate primary demand.

D.

Contract the production of the product.

E.

Contract the marketing of the product.



18.

In the 1960s, television westerns were extremely popular. The shows were adventure shows with settings and costumes that were very unlike what really existed. There was Bonanza, Wagon Train, The Virginian, Laramie, etc. When viewers gradually stopped watching this category of programs, production companies found the networks no longer wanted to televise such shows. The production companies used a _____ strategy and stopped production on all television westerns when the networks stopped showing them.

A.

diversifying

B.

aggregation

C.

segmentation

D.

deletion

E.

harvesting



19.

_____ occurs when a company retains a product but reduces marketing support costs.

A.

Skimming

B.

Harvesting

C.

Profiting

D.

Deletion

E.

Divesting



20.

An extended introduction stage of the product life cycle occurs for which type of product?

A.

high learning

B.

low learning

C.

fashion

D.

fad

E.

abnormal



21.

Which type of product has equally rapid introduction and decline stages of the product life cycle?

A.

high learning products

B.

low learning products

C.

fashion products

D.

fad products

E.

abnormal products



22.

As product adopters, innovators typically:

A.

fear debt and use neighbours and friends as information sources.

B.

are skeptical and have below average social status.

C.

act with deliberation and use many informal social contacts.

D.

are leaders in social standing and have slightly above average education when compared to the other adopter classes.

E.

are venturesome, better educated than other product adopters, and use multiple information sources.



23.

As product adopters, early adopters typically:

A.

fear debt and use neighbours and friends as information sources.

B.

are skeptical and have below average social status.

C.

act with deliberation and use many informal social contacts.

D.

are leaders in social standing and have slightly above average education when compared to the other adopter classes.

E.

are venturesome, better educated than other product adopters, and use multiple information.



24.

As product adopters, members of the early majority typically:

A.

fear debt and use neighbours and friends as information sources.

B.

are skeptical and have below average social status.

C.

act with deliberation and use many informal social contacts.

D.

are leaders in social standing and have slightly above average education when compared to the other adopter classes.

E.

are venturesome, better educated than other product adopters, and use multiple information.



25.

As product adopters, members of the late majority typically:

A.

fear debt and use neighbours and friends as information sources.

B.

are skeptical and have below average social status.

C.

act with deliberation and use many informal social contacts.

D.

are leaders in social standing and have slightly above average education when compared to the other adopter classes.

E.

are venturesome, better educated than other product adopters, and use multiple information.



26.

As product adopters, laggards typically:

A.

fear debt and use neighbours and friends as information sources.

B.

are skeptical and have below average social status.

C.

act with deliberation and use many informal social contacts.

D.

are leaders in social standing and have slightly above average education when compared to the other adopter classes.

E.

are venturesome, better educated than other product adopters, and use multiple information.



27.

When the personal computer was first introduced, industry analysts predicted that very few would be sold. However, a short time after the product was made available, consumers who were young, highly educated, adventuresome, and who were well informed began buying personal computers. While those buyers were relatively few in number, the marketers of computers were encouraged because other, less adventuresome consumers would likely adopt personal computers later. According to the product adoption classification, those first buyers of personal computers were:

A.

early adopters.

B.

early majority.

C.

innovators.

D.

product leaders.

E.

diffusion leaders.



28.

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

A.

to simulate laggard usage of the product

B.

to encourage product adoption

C.

to control innovation diffusion

D.

to avoid any possibility of litigation

E.

to circumvent the typical adoption cycle



29.

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:

A.

all of the corporation's products or brands.

B.

diverse assortment of varied products or brands.

C.

a close-knit family of products or brands.

D.

those aspects of products or brands that require close fiscal scrutiny.

E.

the creative aspects of advertising and promotion for a select group of products or brands.



30.

Another name for product manager is:

A.

product supervisor.

B.

brand manager.

C.

marketing manager.

D.

advertising and promotion manager.

E.

sales manager.



31.

_____ is a strategy that involves altering a product's characteristic such as its quality, performance, or appearance to try to increase and extend its sales.

A.

Market modification

B.

Product modification

C.

Product repositioning

D.

Market-product strategy

E.

Diversification



32.

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:

A.

a market-product strategy.

B.

diversification.

C.

market modification.

D.

product modification.

E.

harvesting.



33.

______ is a strategy for managing a product's life cycle that attempts to increase a product's use among existing customers, create new use situations, or find new customers.

A.

Market modification

B.

Product modification

C.

Product repositioning

D.

Market-product strategy

E.

Diversification



34.

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:

A.

finding new users through a product modification strategy.

B.

creating new use situations through a market modification strategy.

C.

increasing use by existing customers through a product modification strategy.

D.

modifying the product characteristics.

E.

demarketing the product.



35.

_____ refers to reducing the content of packages without changing package size and maintaining or increasing the package price.

A.

Top-down marketing

B.

Trading up

C.

Bottom-up marketing

D.

Game-playing

E.

Downsizing



36.

A brand name is:

A.

any word, device (design, sound, shape or colour), or combination of these used to distinguish a seller's goods or services.

B.

the part of a brand name that can be spoken.

C.

the part of a brand that is a symbol or design and cannot be spoken.

D.

the commercial, legal name under which a company does business.

E.

legal identification of a company's exclusive rights to use a brand name, brand mark, or trade name.



37.

The marketing of low-cost copies of popular brands not manufactured by the original producer is called:

A.

licensing.

B.

"me-too" marketing.

C.

brand imitation.

D.

product counterfeiting.

E.

re-manufacturing.



38.

Brand equity is:

A.

the resources invested to create a name, phrase, design, symbol, or combination of these to identify a firm's products and distinguish them from those of its competitors.

B.

adding customer value to the product brand through additional features or higher-quality materials, or reducing its price.

C.

increasing the content contained within the brand's package without changing its size or increasing its price.

D.

the net present value of the royalties the firm receives as a result of licensing its brand to other firms to manufacture and/or market.

E.

the added customer value a given brand name gives to a product beyond the functional benefits provided.



39.

The primary benefit of branding for consumers is branding makes:

A.

products higher in quality.

B.

products lower in price.

C.

consumers more efficient shoppers.

D.

products higher in value.

E.

advertising unnecessary.



40.

A branding strategy in which a company uses one name for all of its products (often referred to as a blanket or family branding strategy) is called:

A.

co-branding.

B.

generic branding.

C.

reseller branding.

D.

mixed branding.

E.

multiproduct branding.



41.

All products sold by the Tabasco Company are sold using the Tabasco brand. This is an example of:

A.

multiproduct licensing.

B.

multibranding.

C.

co-branding.

D.

generic branding.

E.

multiproduct branding.



42.

Christopher Brosius, the maker of Demeter fragrances, knew that fragrance manufacturers combined several scents to create a perfume. He realized these fragrances smell wonderful on their own. He has bottled more than 150 different individual scents such as Woodsmoke, Lobster, and Chocolate. Each fragrance is sold using the Demeter brand name. Brosius uses _____ to market Demeter fragrances.

A.

multibranding

B.

family branding

C.

co-branding

D.

dual branding

E.

agent licensing



43.

Bayer aspirin is sold in the original strength, in a safety-coated version, in an extra-strength version, and in a version designed especially for women. The manufacturer of Bayer aspirin is using:

A.

channel extension

B.

subbranding

C.

line extension

D.

co-branding

E.

multibranding



44.

The pairing of two brand names of two manufacturers on a single product is called:

A.

multibrand producing.

B.

generic branding.

C.

co-branding.

D.

mixed branding.

E.

multiproduct branding.



45.

Multibranding is:

A.

a branding strategy that involves giving each product a distinct name.

B.

a branding strategy that uses different brand names for the same product across multiple countries.

C.

a branding strategy in which a company uses one name for multiple products.

D.

a branding strategy in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer.

E.

a contractual agreement whereby a company allows someone else to use its brand name and usually requires that the product be made to its specifications.



46.

A branding strategy of using the same brand name for the same product across all countries in the European Union is called:

A.

multicountry branding.

B.

uniform branding.

C.

continental branding.

D.

euro-branding.

E.

global branding.



47.

A company uses _____ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

A.

manufacturer branding

B.

private branding

C.

generic branding

D.

proprietary rights

E.

riparian rights



48.

Which of the following statements about Pez is true?

A.

Pez comes from the German word for peppermint, pfefferminz.

B.

Pez was successfully sold in Europe as an adult breath mint.

C.

Pez was originally packaged in a headless dispenser.

D.

Pez first appeared in the United States in 1953.

E.

All of the above statements about Pez are true.



49.

Mixed branding is a branding strategy:

A.

that involves giving each product a distinct name.

B.

that uses different brand names for the same product across multiple countries.

C.

in which a company uses one name for all of its products.

D.

in which the company may market some products under their own name and others under that of a reseller.

E.

in which a company follows both manufacturer and generic branding approaches for products in its mix.



50.

A strategy where a product is given no identifying name, only a description of contents is called:

A.

multibranding.

B.

generic branding.

C.

private branding.

D.

mixed branding.

E.

multiproduct branding.



51.

A label:

A.

is an integral part of the package.

B.

typically identifies the product or brand.

C.

is typically an expensive part of the marketing strategy for a product.

D.

provides important benefits for manufacturers, retailers, and consumers.

E.

is accurately described by all of the above.



52.

Which of the following can be conveyed through packaging?

A.

communication benefits

B.

storage benefits

C.

perceptual benefits

D.

protection benefits

E.

all of the above



53.

Which of the following statements about packaging is true?

A.

A recent trend is to emphasize the health and safety concerns of packaging.

B.

A recent trend is to search for environmentally-friendly packaging.

C.

Packaging can be used to attract customers to new brands.

D.

Packaging can be used to extend shelf life.

E.

All of the above statements about packaging are true.



54.

Packaging that provides convenience, protection, or storage offers what kind of benefits?

A.

communication benefits

B.

functional benefits

C.

perceptual benefits

D.

physiological benefits

E.

all of the above types of benefits



55.

The perception packaging creates in the consumer's mind relates to what kind of benefits?

A.

communication benefits

B.

functional benefits

C.

perceptual benefits

D.

physical benefits

E.

all of the above types of benefit



56.

A package can connote:

A.

status, economy, and product quality.

B.

economy, barter price, and distribution strategy.

C.

all of the elements of the marketing mix.

D.

product quality, company size, and industry growth rate.

E.

consumerism, environmentalism, and industry ethical standards.



57.

Two global trends are directly related to packaging. One trend involves the environmental effects of packaging. The other trend focuses on:

A.

creating larger size packages to be sold at warehouse stores.

B.

cultural diversity.

C.

making packaging a less expensive part of the marketing strategy.

D.

health and safety concerns.

E.

total quality management.




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