marketing chapter 9
At what stage of the product life cycle is the goal to remain profitable and decide whether to keep or phase out the product?
Decline stage
What is the last stage of the product life cycle?
Decline stage
Which of the following refers to a branding strategy in which a group of individual products or individual brands share?
Family brand
During which stage of the product life cycle will an organization see a rapid increase in sales and a peek profits?
Growth Correct. In the growth stage, sales increase rapidly while profits increase and peak. Marketing's goal here is to encourage brand loyalty by convincing the market that this brand is superior to others.
Which of the following refers to individuals who are responsible for developing and implementing the marketing plan for all the brands and products within a category?
Product category manager
Which of the following refers to a standard of no more than 3.4 defects per million
Six Sigma
Which of the following focuses on satisfying customers through empowering employees to be an active part of continuous quality improvement?
What is total quality management (TQM)?
What is a product line?
A firm's total product offering designed to satisfy a single need or desire of target customers
What is licensing?
An agreement in which one firm sells another firm the right to use a brand name for a specific purpose and for a specific period of time
In addition to providing focus and direction, what should be the goal of a product objectives and strategy?
Being consistent with the firm's overall mission Correct. Clearly stated product objectives provide focus and direction. They should support the broader marketing objectives of the business unit in addition to being consistent with the firm's overall mission.
Which of the following refers to a name, a term, a symbol, or any other unique element of a product that identifies one firm's product(s) and sets it apart from the competition?
Brand
________ provides a competitive advantage because it gives the brand the power to capture and hold onto a larger share of the market and to sell at prices with higher profit margins.
Brand equity
Which of the following is the result of the investment made by a firm to create value over a generic version of a product?
Brand equity Marketers spend huge amounts of money on new product development, advertising, and promotion to develop strong brands. When they succeed, this investment creates brand equity. This term describes a brand's value over and above the value of the generic version of the product.
Which of the following is an individual who is responsible for developing and implementing the marketing plan for a single brand?
Brand manager
How do market managers help firms that offer a variety of products for a wide range of customers?
By managing customer groups rather than products Correct. Some firms have developed a market manager structure in which different people focus on specific customer groups rather than on the products the company makes. This type of organization can be useful when firms offer a variety of products that serve the needs of a wide range of customers.
Which of the following refers to the loss of sales of an existing brand when a new item or product family is introduced?
Cannibalization
How can marketers maintain market share when a product enters the maturity stage?
Change the marketing mix To remain competitive and maintain market share during the maturity stage, firms may tinker with the marketing mix in order to extend this profitable phase for their product.
An agreement between two brands to work together to market a new product is __________.
Cobranding
Which of the following branding strategies benefits partnering companies by combining the two brands to provide more recognition power than either enjoys alone?
Cobranding
Following the introduction of a new product in the marketplace, which of the following stages of the product life cycle features slow growth?
Introduction stage
In which stage of the product life cycle are there no profits?
Introduction stage
When a firm allows another firm to use their legally protected brand name and associated elements for a specific purpose, what marketing strategy is being pursued?
Licensing Some firms choose to use a licensing strategy to brand their products. This means that one firm sells another firm the right to use a legally protected brand name and other associated elements for a specific purpose and for a specific period of time
What is the third step in the managing products process?
Make tactical product decisions.
What happens in the growth stage of the product life cycle?
Marketers advertise heavily to counter new competition.
In which stage of the product life cycle are new features added to the product?
Maturity stage
In which stage of the product life cycle are sales at their peak?
Maturity stage
Which of the following stages of the product life cycle is likely to utilize reminder advertising for marketing communications as profit margins narrow?
Maturity stage
What is a family brand?
Multiple items marketed under the same brand name are called a __________.
Which of the following statements does NOT comprise an internal customer mind-set?
My focus is on the customer who buys our products.
Costco's store brand Kirkland Signature is an example of which branding strategy?
Private-label brand
In a large firm, who is responsible for coordinating the mix of product lines and adding new product lines based on the needs of clients?
Product category managers Correct. Organizing for product management may include product category managers, who coordinate the mix of product lines within the more general product category and who consider the addition of new product lines based on client needs.
Which of the following refers to a concept that explains how products go through four distinct stages from birth to death: introduction, growth, maturity, and decline?
Product life cycle
Which of the following refers to a firm's total product offering to satisfy a group of target customers?
Product line
Which of the following refers to the systematic and usually team-based approach to coordinating all aspects of a product's strategy development and execution?
Product management
Which of the following refers to the number of different product lines the firm produces?
Product mix width
What is the role of the brand manager?
To coordinate all marketing activities for a brand
Which of the following refers to the legal term for a brand name, brand mark, or trade character?
Trademark
Which of the following aspects of packaging is utilized to supply specific information about the type of item, the manufacturer, and the specific product?
Universal Product Code (UPC)
Which of the following refers to a group of people from diverse areas within an organization who work together to focus exclusively on the development of a new product?
Venture team
Who works exclusively on the new-product development effort?
Venture team
Which term describes a name, term, symbol, or any other unique element of a product that identifies one firm's products and sets it apart from the competition?
brand
When considering brand extensions, there is a risk of _____, in which the contrast between the brand extension's less positive characteristics and the more positive characteristics of the brand can lead to a shift in how consumers perceive the brand.
brand dilution
The value of a brand to an organization is known as __________.
brand equity
__________ is a new product sold with the same brand name as a strong existing brand.
brand extension
Which of the stages of the product lifecycle does General Mills not believe in, according to the video?
decline The product lifecycle consists of four stages: introduction, growth, maturity, and decline. According to the video, the marketers at General Mills do not believe in the decline stage, because they continually develop improvements to avoid the aspects of the decline stage.
Which of the following stages of the product life cycle features new competitors that enter the market creating new variations of the product?
growth stage
Which of the following is an organizational culture in which all organization members treat each other as valued customers?
internal customer mind-set
Which of the following branding strategies benefits partnering companies by combining the two brands to provide more recognition power than either enjoys alone?
limited-line strategy
Which of the following refers to an individual who is responsible for developing and implementing the marketing plans for products sold to a particular customer group?
market manager
The General Mills Fiber One brand, which launched in 1985, increased in sales at about 2% per year. In 2006, the category exploded with an increased focus on dietary fiber. If General Mills sales started to decline and profit margins started to narrow after 2006's spike in sales, the 2006 peak in sales would be considered which stage of the lifecycle?
maturity The product lifecycle consists of four stages: introduction, growth, maturity, and decline. When sales begin to peak, flatten out, and profit margins narrow, this is an indication that the product is in the mature stage.
Onyxo Inc. finds it difficult to maintain its peak sales, as the competition in the industry is becoming increasingly aggressive to meet the changing consumer needs. Based on the scenario, in which stage of the product life cycle is Onyxo Inc.?
maturity stage
A useful way to explain how products go through four distinct stages from birth to death is __________.
product life cycle
The _____ is determined by the number of separate items within the same category. It is typically reflected in the number of stock-keeping units (SKUs).
product line length
Which of the following is used to systematically coordinate all areas of a product's strategy development and execution?
product management Correct. Product planning is guided by the continual process of product management, which is the systematic and usually team-based approach to coordinating all aspects of a product's strategy development and execution.
Which of the following describes sub-branding?
the creation of a secondary brand with a main brand that can help differentiate a product line to a desired target group