Q&A Hero

Q: The belief that products originating from one country would be of better or worse quality than the products from another country illustrates the __________ benefits that packaging information can provide. A. functional B. financial C. physical D. perceptual E. communication

Q: Industry analysts estimate that the number of e-mail mailboxes worldwide will grow to __________ by 2016. A. 2.1 billion B. 2.5 billion C. 3.1 billion D. 3.5 billion E. 4.3 billion

Q: Which of the following statements about are perceptual benefits conveyed by a product's packaging and labeling is NOT true? A. Global brands can benefit from country of origin or manufacturer perceptions since consumers tend to hold ethnocentric stereotypes about country-product pairings that they judge best. B. Packaging and labeling have been shown to enhance brand recognition and facilitate the formation of strong, favorable, and unique brand associations. C. Package inserts are the primary way the legal requirements for the conveyance of information are satisfied. D. Changes in packaging and labeling can uphold a brand's image in consumers' minds. E. The color, shape, and graphics of a package or label distinguish one brand from another.

Q: When they were first introduced, peel-back aluminum seals were seen as a great alternative to using a traditional can opener to open cans because many people sliced their fingers with can openers. As soon as the technology became more widely available, many manufacturers switched to this safer, more flexible seal. This packaging innovation demonstrated the importance of a __________. A. functional benefit B. reseller benefit C. communication benefit D. perceptual benefit E. psychological benefit

Q: Which of the following occurs during the decline stage of the product life cycle? A. Sales decrease substantially. B. Flanking product lines are added. C. The product becomes less vulnerable to changes in the marketing environment. D. Promotional support is increased. E. Competition becomes intense as more competitors enter the market.

Q: Hillside coffee comes in single-serving, self-heating containers. Not only does this benefit people on the go, it is a popular product with people in areas prone to hurricanes or blizzards because they can still have hot coffee when there is no electricity. This demonstrates which benefit of good packaging? A. communication benefit B. perceptual benefit C. financial benefit D. societal benefit E. functional benefit

Q: Sales exhibit a steady downward trend throughout which stage of the product life cycle? A. introduction B. decay C. reposition D. maturity E. decline

Q: Products such as Yoplait's Go-GURT portable low-fat yogurt in a tube demonstrate the importance of the __________ of packaging. A. perceptual benefits B. communication benefits C. functional benefits D. technology E. renewable resources

Q: At which stage of the product life cycle are microwave ovens? A. introduction B. growth C. maturity D. decline E. accelerated development

Q: Product packaging, such as the Pringles cylindrical package, is one example of the product's __________. A. functional benefits B. convenience C. communication benefits D. technology E. renewable resources

Q: Which of the following is an example of a product in the maturity stage of the product life cycle? A. pocket video cameras B. hybrid vehicles C. 3D HDTVs D. soft drinks E. tablet devices

Q: Packaging that provides convenience, product quality assurance, protection, or easy storage offers what kind of benefits? A. communication benefits B. functional benefits C. perceptual benefits D. physiological benefits E. financial benefits

Q: At which stage of the product life cycle is a company likely to have its most complete product line? A. introduction B. growth C. maturity D. decline E. accelerated development

Q: The communication aspect of packaging on a can of Campbell's soup would most likely be of the greatest benefit to __________. A. people in a hurry to get to work B. people on a tight budget C. people with dietary restrictions D. people who are brand loyal E. people who love to try new things

Q: Which of the following statements regarding the maturity stage of the product life cycle is most accurate? A. Marketing emphasis is directed towards generating more consumer awareness. B. Marketing emphasis switches to finding more channel intermediaries to carry the product. C. Marketing emphasis aims at stimulating primary demand for the product. D. Marketing attention is directed toward holding market share through further product differentiation and finding new buyers. E. Marketing emphasis is directed towards having salespeople allocate less time to selling the product.

Q: Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits? A. communication benefits B. storage benefits C. perceptual benefits D. protection benefits E. self-realization benefits

Q: Which of the following statements regarding the maturity stage of the product life cycle is most accurate? A. Technological forces often push a product from the introduction stage to the maturity stage. B. During the maturity stage, companies add more distribution outlets to maximize target market coverage. C. Sales increase at a decreasing rate as fewer new buyers enter the market. D. Industry profits peak because production and distribution costs are declining. E. Total industry profits exceed total industry sales.

Q: The three main benefits packaging provides to manufacturers, retailers, and consumers are communication benefits, perceptual benefits, and __________ benefits. A. personal B. functional C. financial D. societal E. aesthetic

Q: Promotional expenses at the maturity stage of the product life cycle are often designed to __________. A. convince those who have abandoned the brand to try it again B. maintain market share C. create a sense of nostalgia D. attract more price conscious consumers E. thwart the growing number of competitors that have entered the market

Q: Among teenagers, Pez has a __________ percent awareness level. A. 50% B. 60% C. 75% D. 89% E. 98%

Q: During the maturity stage of the product life cycle, profit declines primarily because __________. A. there are fewer and fewer competitors in the market B. promotional expenditures increase C. production costs increase the more a firm has to manufacture the same product D. there is fierce price competition among sellers E. more consumers enter the market seeking bargains

Q: The central element of the marketing strategy for Pez Candy, Inc., is the __________. A. price B. breath mint C. availability D. container E. fulfillment

Q: When most consumers who would buy a product are either repeat purchasers of the item or have tried and abandoned it, in what stage of the product life cycle is the product? A. introduction B. growth C. maturity D. decline E. harvest

Q: Pez was originally sold in Europe as an adult __________. A. breath mint B. chewing gum C. pain reliever D. stop smoking patch E. antacid

Q: In which stage of the product life cycle do marginal competitors begin to leave the market? A. introduction B. growth C. decline D. maturity E. harvest

Q: Customer value can assume numerous forms. For Pez Candy, Inc., customer value manifests itself in the form of __________. A. an upbeat jingle B. character candy dispensers C. a stylish logotype D. sour taste E. sugar coating

Q: Which stage in the product life cycle is characterized by a slowing of total industry sales or product class revenue? A. introduction B. growth C. maturity D. decline E. decelerated implementation

Q: Which of the following statements regarding labels is most accurate?A. Although labels are can carry useful information, the less information communicated, the better.B. The brand logo or brand name should always be the largest image on a label.C. Labels can be very expensive, but they are important because they often are the first contact the consumer has with the product.D. The best labels to use on food products are those that can be easily removed to promote recycling of the package.E. One penny for every dollar consumers spend on products goes towards packaging and labeling costs.

Q: The __________ stage of the product life cycle is characterized by the slowing of total industry sales or product class revenue, causing marginal competitors to begin leaving the market. A. decline B. maturity C. introduction D. growth E. harvest

Q: An integral part of the package that typically identifies the product or brand, who made it, where and when it was made, how it is to be used, and package contents and ingredients is referred to as a(n) __________. A. SKU B. product information panel C. UPC D. RFID E. label

Q: Apple launched its iPad in 2010 and it, along with its companion iPad mini, have become the world's bestselling tablet devices with their multitouch user interfaces and the availability of hundreds of thousands of apps. The product class has experienced tremendous growth in terms of sales and the addition of formidable competitors such as Samsung Galaxy, Google Nexus, Sony Xperia, etc. - all vying for market share. In which stage of the product life cycle are the iPad and other tablets? A. decline stage B. commercialization stage C. accelerated development stage D. growth stage E. introduction stage

Q: Packaging is defined as __________. A. any box, bottle, jar, can, carton, or bag that can be used for transporting services B. any container in which a product is offered for sale and on which label information is communicated C. that part of a product that is not recycled D. the part of the product that identifies the product or brand, who made it, where and when it was made, how it is to be used, and the contents and ingredients E. any container used in the preservation of ideas

Q: Apple launched its iPhone in 2007, the first smartphone that used a multi-touch user interface. iPhone unit sales then skyrocketed for several years. Recently, growth in smartphone sales have slowed and profits have declined due to fierce competition from Samsung, Motorola, Nokia and others. In which stage of the product life cycle are smartphones like the iPhone? A. decline stage B. commercialization stage C. growth stage D. accelerated development stage E. introduction stage

Q: Any container in which a product is offered for sale and on which information is communicated is referred to as __________. A. a point of purchase display B. merchandising C. packaging D. a label E. a product bundle

Q: Amazon Kindle Photo Consider the Amazon Kindle photo above. According to the textbook, in what stage of the product life cycle are e-book readers like the Kindle? A. harvest B. decline C. maturity D. growth E. introduction

Q: A manufacturer can successfully use mixed branding because __________. A. it involves giving each product a distinct brand name B. the segment attracted to the reseller product is different from its own targeted market segment C. the company uses one name for all of its products for the sake of simplicity D. it is easy to do E. it produces lower profits for the reseller and higher profits for the manufacturer

Q: Which of the following is an example of a product in the growth stage of the product life cycle? A. tablet devices B. electric cars C. fax machines D. soft drinks E. analog TVs

Q: A branding strategy in which a firm markets some products under its own name(s) and other products under the name of a reseller because the segment attracted to the reseller is different from its own market is referred to as __________. A. multibranding B. generic branding C. private branding D. mixed branding E. multiproduct branding

Q: Which of the following is a characteristic of the growth stage of the product life cycle? A. advertising emphasis switches to primary demand B. a growing proportion of initial purchasers to repeat purchasers C. addition of new or modified product features D. profit margins increase as sales increase E. there are a limited number of retail outlets for greater quality control

Q: Mixed branding refers to a branding strategy in which a firm __________. A. gives each product a distinct name when each brand is intended for a different market segment B. uses different brand names for the same product across multiple countries C. uses one name for all its products in a product class D. produces products but sell them under the brand name of a wholesaler or retailer E. markets some products under its own name(s) and other products under the name of a reseller because the segment attracted to the reseller is different from its own market

Q: Which of the following is a characteristic of the growth stage of the product life cycle? A. advertising emphasis switches to primary demand B. a growing proportion of repeat purchasers to initial purchasers C. the number of distribution outlets shrinks due to growing inefficiencies D. profit margins increase as sales increase E. no new product features are added to maximize profits

Q: Over 50% of the dollars spent in the United States on disposable cups and plates go towards the purchase of store brands of these products that are manufacturer by others. __________ has been very successful in this disposables category. A. Generic branding B. Multibranding C. Co-branding D. Multiproduct branding E. Private branding

Q: In which stage of the product life cycle is it important to broaden distribution of the product? A. introduction B. growth C. maturity D. decline E. harvest

Q: Private branding is also referred to as private labeling or __________. A. reseller branding B. generic branding C. multibranding D. co-branding E. multiproduct branding

Q: To help differentiate a company's brand from competitors, an improved version is created, or new features are added to the original design, and product proliferation occurs in the __________ stage of the product life cycle. A. introduction B. maturity C. decline D. growth E. harvest

Q: Private branding refers to a branding strategy in which a firm __________. A. gives each product a distinct name when each brand is intended for a different market segment B. uses different brand names for the same product across multiple countries C. uses one name for all its products in a product class D. produces products but sell them under the brand name of a wholesaler or retailer E. contractually, and for a fee, allows other firms to use its brand name, requiring that the product be made to its specifications

Q: Changes in a company's product characteristically are made in the __________ stage of the product life cycle. A. introduction B. maturity C. decline D. harvest E. growth

Q: 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. co-branding E. brand licensing

Q: During the __________ stage of the product life cycle, product proliferation occurs as a results of each company's efforts to differentiate its product from competitors'. A. introduction B. growth C. maturity D. decline E. harvest

Q: Which of the following is FALSE about a multibranding strategy? A. A multibranding strategy, there is no risk that a product failure will affect other products in the line. B. Some large firms have found that the complexity and expense of implementing a multibranding strategy outweigh its benefits. C. With a multibranding strategy, each brand is unique to each market segment. D. A multibranding strategy is used when a firm produces products and sells them under the brand name of a wholesaler or retailer. E. Some multibrands are introduced to confront competitors' brands.

Q: Men who tried the Gillette Fusion razor were so satisfied with it that 60 percent of them adopted the product permanently. Men who bought again are known as __________ purchasers. A. repeat B. preference C. replicate D. recurring E. selective

Q: Advertising and promotion costs tend to be higher with a __________ strategy because the company must generate awareness among consumers and retailers for each new brand name without the benefit of any previous impressions. A. co-branding B. private branding C. multibranding D. multiproduct branding E. mixed branding

Q: People who tried a product, were satisfied, and bought it again are called __________ purchasers. A. replicate B. dedicated C. recurring D. loyal E. repeat

Q: Despite the success of its Pentium chips, Intel faced a major threat from competitors like AMD's K6 chips that were cheaper and better placed to serve the emerging low-cost PC market. Intel wanted to protect the brand equity and price premium of its Pentium microprocessors, but it also wanted to avoid AMD gaining a foothold into the lower end of the market. So it created Celeron as a cheaper, less powerful version of its Pentium chips to serve this market. This is a notable example of a __________. A. private brand B. brand extension C. subbrand D. co-brand E. fighting brand

Q: Which of the following is a characteristic of the growth stage of the product life cycle? A. advertising emphasis switches to selective demand B. a growing proportion of trial purchases come from brand loyal users C. product features remain unchanged D. profit margins increase as sales increase E. the product is sold in a narrowly selected number of retail outlets

Q: A __________ is a brand strategy designed to counteract or confront competitors' brands. A. co-brand B. private brand C. fighting brand D. brand extension E. subbrand

Q: At which stage in the product life cycle do industry profits usually peak? A. introduction B. growth C. maturity D. decline E. accelerated development

Q: New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as __________. A. co-brands B. private brands C. fighting brands D. brand extensions E. subbrands

Q: Which stage in the product life cycle is characterized by a rapid increase in sales and the appearance of competitors? A. maturity B. decline C. growth D. accelerated development E. introduction

Q: Seiko makes watches. It markets its higher quality watches under the Seiko or LaSalle brand name and its lower-priced watches are sold under the Pulsar brand. Seiko uses a __________ strategy. A. multibranding B. product differentiation branding C. multiproduct branding D. segmentation branding E. private branding

Q: The __________ stage of the product life cycle is characterized by the appearance of competitors. A. decline B. maturity C. introduction D. growth E. harvest

Q: Mars, Inc. sells Snickers, Milky Way, Twix, Skittles, Dove, Starburst, M&Ms, and Three Musketeer candy. This variety of brand names is typical of a __________ strategy. A. co-branding B. multibranding C. multiproduct D. mixed brand E. private branding

Q: The __________ stage of the product life cycle is characterized by rapid increases in sales. A. introduction B. growth C. maturity D. decline E. harvest

Q: Black & Decker uses a __________ strategy to reach the do-it-yourself market with the Black & Decker brand name and the professional construction market with the DeWalt brand name. A. product differentiation branding B. multiproduct branding C. multibranding D. segmentation branding E. private branding

Q: Imagine that Eveready has developed solar rechargeable batteries that cost only slightly more to produce than the rechargeable batteries currently available. These solar batteries can be recharged by sunlight up to 5 times, after which they must be discarded. Unfortunately, the production process cannot be patented, so competitors could enter the market within a year. Which of the following would be the LEAST sound marketing program decision? A. Select a skimming pricing strategy to position the product as premium. B. Seek widespread distribution to gain a foothold in what might be a potentially huge market. C. Limit production capacity until you are certain consumers will actually want the product. D. Avoid a connection to the Eveready brand until the product has proven itself. E. Use multiple brand names to discourage other competitors from entering the market.

Q: A manufacturer's branding strategy in which a distinct brand name is given to each of its products is referred to as __________. A. multiproduct branding B. generic branding C. product differentiation branding D. mixed branding E. multibranding

Q: The $150 Pebble Smartwatch was one of the first smart watches released to the public in 2013 after a revolutionary crowdfunding program managed by Kickstarter.com that raised over $10 million from over 68,000 backers. Smartwatches can collect physiological data from the wearer and transmit it wirelessly to smartphones, tablets, and PCs. Samsung recently launched its Galaxy Gear smart watch and Apple is set to launch such a device in 2015. In what stage of the product life cycle is this product? A. growth stage B. decline stage C. accelerated development stage D. introduction stage E. maturity stage

Q: A branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment is referred to as __________. A. product differentiation branding B. multibranding C. mixed branding D. segmentation branding E. multiproduct branding

Q: LED (light-emitting diode) light bulbs have been available for only a few years in low lighting levels (lumens). LEDs are designed to replace incandescent and even compact fluorescent light bulbs, in part because of a federal law that phases out incandescent light bulbs in favor of more energy efficient ones. LED bulbs, which today can cost about $10 to $15 for a 60-watt bulb, will last up to 20 years. In what stage of the product life cycle is this product? A. growth stage B. decline stage C. accelerated development stage D. introduction stage E. maturity stage

Q: Multibranding refers to a branding strategy in which a firm __________. A. gives each product a distinct name when each brand is intended for a different market segment B. uses different brand names for the same product across multiple countries C. uses one name for all its products in a product class D. produces products but sell them under the brand name of a wholesaler or retailer E. contractually, and for a fee, allows other firms to use its brand name, requiring that the product be made to its specifications

Q: 3D OLED (organic light-emitting diode) HDTVs, such as the 55" model from LG Electronics that costs about $10,000, which offers a significantly different viewing experience than any television previously available, are in which stage of their product life cycle? A. introduction B. growth C. maturity D. decline E. harvest

Q: Huggies Photo Consider the Huggies photo above. Kimberley-Clark has successfully leveraged the strong Huggies brand image among mothers in its use of __________ when it introduced a full line of baby and toddler toiletries. A. product line branding B. subbranding C. multiproduct branding D. mixed branding E. brand extensions

Q: Chevy Spark Photo All electric-powered automobiles such as the Chevy Spark shown in the photo above are in which stage of their product life cycle? A. growth B. maturity C. decline D. accelerated development E. introduction

Q: A risk with __________ is that too many uses for one brand name can dilute the meaning of a brand for consumers. A. brand extensions B. product line extensions C. co-branding D. private branding E. mixed branding

Q: Which of the following statements about the introduction stage of the product life cycle is most accurate? A. It is preferable stimulate selective demand rather than focus on primary demand. B. During the introduction stage, it is best to avoid a skimming pricing strategy. C. During the introduction stage, it is best to avoid a penetration pricing strategy. D. A firm should introduce the identical product at several different price points in order to gauge customer price sensitivity. E. Because of large initial investment costs, industry profits often are initially negative.

Q: Brand extensions is the practice of A. manufacturing a product under a new name that consumers will view as an entirely new product line. B. manufacturing a new product with the same brand name for a new market segment in the same product class. C. manufacturing accessory products for the base offering, such as Barbie clothes for Barbie Dolls. D. licensing another firm to manufacture modified versions of the original product. E. applying the current brand name to enter a completely different product class.

Q: Xunrui Communications is an upstart maker of inexpensive smartphones for the Chinese market. Xunrui purchases components and uses small assembly factories in Shenzhen, in southern China. These smartphones retail for about $65 in U.S. dollars, much less than the $250 to $600 for smartphones marketed by Apple or Samsung, the top two marketers of these items. Here, Xunrui Communications most likely is using which pricing strategy? A. penetration pricing B. cost-plus pricing C. target ROI pricing D. above-market pricing E. skimming pricing

Q: Tylenol successfully used __________ with the introduction of groups of products, each with their own name and dedicated to particular symptoms, such as Tylenol Arthritis, Tylenol Sinus and Allergy, Tylenol Cold and Flu, and Tylenol Pain and Sleeplessness. A. multibranding B. private branding C. subbranding D. mixed branding E. brand extensions

Q: During the introduction stage of the product life cycle, the strategy that discourages competitive entry by charging a low price for a new product is referred to as __________ pricing. A. penetration B. cost-plus C. target ROI D. below-market E. skimming

Q: Nike has successfully used __________ with its lines Air Jordan and Air Lebron. A. family branding B. subbranding C. multiproduct branding D. mixed branding E. generic branding