Marketing Final Exam
unpredictable
Generally, the average length of time it takes for a product strategy to move on from the introduction stage of its product life cycle to the decline stage is
brand extension
Gerber's application of its name to apparel, general merchandise and a food line for toddlers is an example of ____. (assume gerber is manufacturing the apparel, general merchandise, & food line for the toddlers).
product line extenstion
since its inception, KFC has added several items to its menu including Hot Wings, skinless chicken, chicken nuggets and chicken salad. These additions are examples of:
setting the highest initial price that customers really desiring the product are willing to pay, when introducing a new or innovative product.
skimming pricing refers to
exclusive
the most expensive contemporary baskets in the world are manufactured by Longberger. A 12-inch Longberger basket costs over $100, yet there are some people who believe it is the only brand of baskets to buy. The baskets are only available through Longberger salespeople. For people that insist that if they are going to own a basket, it must be a Longberger basket, the Longbereger basket is an example of a(n) _______________ product.
brand extension
. Equity in the Huggies family brand name has allowed Kimberly-Clark to use a _____ strategy to successfully leverage the strong Huggies brand equity among mothers when it introduced a full line of baby and toddler toiletries (See l-igure I above).
brand licensing
. Mattel has contractually agreed to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes, Colgate pays Mattel a fee for the use of the Barbie name and image. This is an example of
reposition its product
43. For many years. Kellogg's Frosted Flakes, a ready-to-eat breakfast cereal, was perceived as a cereal for children. Tony the Tiger, a cartoon character, extolled Frosted Flakes, and advertisements depicted children enjoying the product in competitive situations. Recently, in response to declining sales of Frosted Flakes, the cereal-maker has adopted a new series of advertisements that show adults admitting they enjoy Frosted Flakes, too. Kellogg's is attempting to:
inventory (perishability)
Airlines often sell standby seats at reduced rates because they realize that due to seats that are not sold by today cannot be inventories and sold tomorrow
co-branding
Asya's husband, Cole has a cold. Asya went to the store to buy someting that would help Cole sleep. Asya purchases Breathe Right nasal strips embedded with Vicks mentholated vapor rub. The package showed both live Breath Right and Vicks brand names. This is an example of:
line-extensions
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
unsought
Burak jumps out of his truck and runs into 7-11 to grab a drink. While he is paying for his drink, he notices the candy bars at the counter and grabs one to buy. The candy bar in this ease is considered to be a(n) ________ product.
brand equity
Coca-Cola is the best known name brand in the world. The name has a high-perceived quality and high brand loyalty among soft drink users. The company has developed the brand name for over 100 years. Coca-Cola has a valuable:
Product mix
Heinz markets ketchup, pickles, fish sticks, and other consumer products. this is an abbreviated listing of the company's:
the element of humor which makes consumers question product quality
IKEA sells a portable workbench called the FARTFULL. The product has many positive features, and in German or Swedish markets, the name describes the product's features well (fahrt meaning travel). This brand name in the United States however, may not be as effective due to
decline
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 television western as a product category entered the _______ stage
consumers cannot separate the service from the deliverer of the service
Inseparability in services means
intangibility
Lufthansa and Singapore Airlines ads show travelers in the airlines' new seats and also emphasize broadband Internet connections and other benefits to overcome the ____ of their services.
service
Many people would like to sell and buy on eBay, the most popular of the current Internet auction sites, but they have questions about the process and how to sell and price their merchandise. A company called Keen.com has set up directory of specialists to whom you can ask questions. When you choose a name and click the "Call Now" button, the specialist is contacted and will personally call and answer your questions. Keen.com charges a per-minute fee to the person who contacts its specialist. Keen.com would be classified as a:
empathy
Mary's mother died of breast cancer, she is afraid of getting cancer. When she went to get a baseline mammogram, she wanted a facility where the personnel would not think her fears were silly and who would answer all of her questions without making her feel stupid for asking them. By which of the following components of service is Mary most likely to rate the mammogram.
Line extension
Pepperidge Farm makes Goldfish crackers. The addition of a new product called Goldfish Graham Snacks is an example of a:
growth
Post has been producing breakfast cereals for about 100 years. It spends much of its marketing budgets on short-term promotions aimed at stealing market share from General Mills and other cereal manufacturers, from this information, you know that the cereals are in the ______ stage of their life cycle product.
manufacturer's
Sear's markets Craftsman Tools and Kenmore appliances in its stores. Until recently, Sears outlets the only places where those products were sold at the retail level. This was an example of a(n) ___________ brand.
specialty
Spenser has wanted to purchase a new Mercedes-Benz for most of his adult life. He has done extensive research into difference Mercedes models. Finally, at age 50, he has achieved the income level to be able to purchase one. The Mercedes is an example of a(n) ________ product.
inconsistency
Students from Seton Hall University attended a performance at nearby Kean University and were extremely impressed with the dance troupe that was the opening act. As soon as the students returned to Seton Hall, they made arrangements for the entertainers to appear on their campus. On the day of the concert, the venue was packed with students, but the quality of the performance was much lower than they had seen at the Kean campus. The Seton Hall students' disappointment was the direct result of which characteristic of services?
co-branding
Tom picked up a can of Hot & Spicy Spam. The fact that this Spam product contains Tabasco hot sauce is printed on the can and featured in product advertisements. Spam and Tabasco are using:
brand insistence: accepting no alternatives
Will Farlie is an avid sports fan who will drink only gatorade. In fact, he will drive several miles to purchase this product. Will is practicing
Inventory (or perishability)
____ reflects the circumstance where hotel rooms that are unoccupied one night cannot be saved and used at a later date
convenience
______ products are purchases with little shopping effort. these products are purchased regularly with little planning, and require a wide distribution
Intensive distribution
________ is a distribution aimed at the maximum market coverage. It is used for many convenience goods and supplies that need to be available in every outlet where the potential customer might want to buy them.
skimming
a 16-ounce bottle of Praririe Herb vinegar sells for $4.95 and a 16-ounce bottle of Heinz vinegar costs $1.05. Prairie Herb vinegar is new to the market, perceived to be of higher quality, and provides a unique flavor to food even though it is used in the same way as Heinz vinegar. Prairie Herb vinegar is most likely using a _______ pricing policy.
tangible cues
a pest control company paints dead roaches on its trucks and uses similar representations its letterhead and business cards to illustrate methods of making the service offering more obvious by stressing:
intangible
a service cannot be touched, seen, tasted, heard, or felt in the same manner in which goods can be sensed and therefore is referred to as:
the added value a brand name gives to a product beyond its functional benefits
brand equity refers to
a contractual agreement whereby a company allows another firm to use its brand name, patent, trade secret, or other product for a royalty fee
brand licensing refers to
A consumer who consistently and repeatedly purchases the same brand is said to have:
brand loyalty
brand extension
candy makers mars and nestle have applied their names to lines of ice cream. this is an example of:
usually more expensive than convenience products and are found in fewer stores.
compared to the other classifications of consumer products, shopping products are:
specialty goods
exclusive distribution is associated with the distribution of _______
generate brand awareness
internet web sites for manufacturers like General Electric, Toyota, and Sherwin-Williams paint can provide these businesses with a nontraditional way to:
unsought
most people under the age of 25 have a strong belief in their own individuality. a funeral director targeting this group with prepaid burial plan would find that this market segment considers the plan to be a(n) ________ product.
stressing service may give the manufacturer a strong competitive advantage, especially in industries in which products are perceived as similar.
one reason for the importance of services for product manufacturers is that
Intensive
packaged peanuts are sold in grocery stores, service stations, convenience stores, drugstores, discount stores, and vending machines. This is a(n) example of ______ distribution strategy.
a branding strategy used when a company manufactures products but sells them under the brand name of a wholesaler retailer
private branding refers to
brand equity
product ______ is NOT a tangible attribute for a product.
fads
products that experience rapid sales on introduction and then an equally rapid decline are called
perishability (or inventory)
services cannot be stored, warehoused, or inventories because of the service characteristic of:
ensure a higher margin of profit
the Green Pasture Dairy has decided to start selling milk and ice cream under the brand name Green Pasture. The dairy is optimistic about establishing a brand in the marketplace and has high hopes. As a marketing consultant, you inform the dairy that branding cal do all of the following except:
wide distribution of the product
the convenience product marketing strategy includes:
increase at a decreasing rate
typically, at the beginning of the maturity stage of the product life cycle, sales:
manufacturing a new product with the current brand name to enter a new market segment in its product category
when a company uses a line extension it is
penetration pricing
when a firm introduced a relatively low price because it hopes to reach the mass market, it is following a ______ strategy. the low price is designed to capture a large share of a substantial market and produce lower. production costs.
be memorable, distinctive, and positive
when selecting a brand name it is recommended that the name suggests product features, have no legal or regulatory restrictions, fit the company or product image, be simple and emotional and
a new refrigerator for the family kitchen
which of the following in the best example of a shopping product for most consumers?
validity
which of the following is NOT a service component customers use to evaluate service quality ?
guarantee product quality
which of the following is NOT one of the major functions of packaging?
