Marketing Chp 9

The product life cycle concept can be applied by marketers as a useful framework for describing how ________.

A market responds to a product over time

This most accurately describes a brand extension

A new product sold under an established brand name

All of the following are stages in the product life cycle EXCEPT which one?

Adoption

A manufacturer of a product in the decline stage of its product life cycle would be LEAST likely to do which of the following?

Advertise heavily without changing the product or its target market

This is a marketing strategy that runs the greatest risk of brand dilution

Brand Extension

General Foods produces many different brands of coffee, including Brim, Maxim, Maxwell House, International Coffees, Sanka, and Yuban. Each brand is likely to have its own __________

Brand Manager

The concept of ________ encompasses the beliefs and associations that a consumer has about a brand.

Brand Meaning

This is the most used and most recognized form of branding

Brand Name

Whenever a product line or a product family is extended, there is a risk of _________, which occurs when sales of an existing brand decline as the firm's current customers switch to the new product

Cannibalization

Which of the following is NOT an option for extending a product line?

Cannibalization

an agreement between two brands to work together to market a new product

Cobranding

There are numerous kinds of shampoo, including vitamin-enriched, fruit-enhanced, color reviving, therapeutic, and so on. Shampoo that simply promises to clean hair, however, has seen declining sales, has little or no advertising, and has been phased out by most manufacturers. Shampoo that makes no other promise than to clean hair is in the _______ stage of its product life cycle

Decline

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) ________.

Downward Line Stretch

The marketing goal for a product in the growth stage of its product life cycle is to ________.

Encourage Brand Loyalty

When a company begins marketing a new product line in addition to its existing product lines, it has done which of the following?

Expanded the width of the product mix

In addition to regular Alka-Seltzer, there is an Alka-Seltzer product for each of the following: cold sufferers, people with upset stomachs, people who can't sleep, people with allergies, and people who have severe headaches. The manufacturer of Alka-Seltzer is using a(n) ________ to reach as many different target markets as possible

Full Line Strategy

This is essentially no branding at all

Generic Branding

Which stage in the product life cycle is characterized by rapidly increasing sales and increasing profits?

Growth

This helps an organization focus on minimizing any harmful effects it may have on the environment

ISO 14000

This was developed to guarantee that an organization's products conform to the customer's requirements

ISO 9000

P&G makes Tide, Cheer, Ivory Snow, and Bold detergents as well as Pert Plus, Rejoice, and Vidal Sassoon shampoos. Through its use of a separate and unique brand name for each of these products, Proctor & Gamble is using a(n) ________ strategy

Individual Brand

Branded materials become "component parts" of other branded products

Ingredient Branding

Breyers and Reese's have worked together to create Breyers Ice Cream with Reese's Peanut Butter Cups. This is an example of ________.

Ingredient Branding

In which stage of the product life cycle will promotional expenditures be especially high in an attempt to create consumer awareness?

Introduction

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 new product to the market, it can be said to be in the ________ stage of its product life cycle.

Introduction

Which of the following is an accurate statement about product management?

It is a continual process

This is NOT a desirable quality for a brand name

It should be a long word to get attention

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

It should focus primarily on short-term implications

Through _________, one firm sells another firm the right to use a legally protected brand name for a specific purpose for a specific period of time

Licensing

Active Beverages targets the same people who watch the Gravity Games and enjoy skateboarding, in-line skating, mountain biking, and other extreme sports. It makes high-energy drinks for this target market. It does not attempt to make any drinks that are not targeted to this market. Active Beverages uses a(n) _________

Limited-line Strategy

Total Quality Management firms believe that it is the responsibility of ___________ employees to serve the needs of customers

Marketing, research and development, human resource, and management

In which stage of the product life cycle would a firm most likely use price reductions and reminder advertising to encourage customers to replace worn-out items?

Maturity

Over the past 100 years or so, Binney and Smith's Crayola crayons have become household staples 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

Maturity

The sales peak typically occurs during which stage of the product life cycle?

Maturity

Which stage in the product life cycle is usually the longest?

Maturity

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.

National; private-label

Toronto-based Loblaw supermarket chain developed President's Choice brand products to sell exclusively in its stores, President's choice is an example of a ___________

Private-label Brand

Kodak markets cameras, film, X-ray film and equipment, printers, printer accessories, motion picture film, and touch screen sensors. Kodak is likely to have ________ who coordinate the mix of the product lines

Product Category Managers

A _________ is a firm's total product offering designed to satisfy a group of target customers

Product Line

Heinz stopped marketing its "Bite Me" brand of frozen pizza snacks due to disappointing sales. This is an example of a ________.

Product Line Contraction

A firm's _________ is determined by the number of separate items within the same category

Product Line Length

A firm's ________ is its entire range of products

Product Mix

This involves a five-step process called DMAIC (define, measure, analyze, improve, and control) designed to improve quality

Six Sigma

This is designed to help a firm almost entirely reduce product and service defects

Six Sigma

A good brand name should do all of the following EXCEPT fit _________

The competition

Venture teams focus exclusively on this

The development of a new product

This statement is NOT true about brand equity

The highest level of brand equity involves establishing product benefits

This is true about generic brands

They were designed to appeal to the price-conscious consumer

What is the most logical explanation that retailers carry private-label brands?

To earn more profit

a management philosophy that focuses on satisfying customers through empowering employees to be an active part of continuous quality improvement

Total Quality Management (TQM)

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

Trademark

A family brand strategy is also called a(n) ________ strategy

Umbrella Brand

A firm that plans to use a(n) _________ will add higher priced, higher quality items to its product line

Upward Line Stretch

Which of the following refers to a product's overall ability to satisfy customers' expectations

Value Proposition