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Exam 11: Managing Products and Brands

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Question 21

Multiple Choice

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Since the creation of the Hershey candy bar over 100 years ago,the price of chocolate has fluctuated,but the price of the candy bar has slowly risen.In fact,when the price of chocolate had dramatic price fluctuations over a three-year period,the price of a Hershey's candy bar remained the same.When the price of chocolate was very high,Hershey's was able to maintain its profits by making the bars smaller.Hershey's engaged in:

A) top-down marketing.
B) trading up.
C) bottom-up marketing.
D) downsizing.

E) C) and D)
F) None of the above

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Question 22

Multiple Choice

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The largest numbers of product adopters with respect to the diffusion of innovation are found among:

A) early adopters and laggards.
B) early majority and late majority.
C) late majority laggards.
D) innovators and early majority.

E) All of the above
F) A) and B)

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Question 23

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By purchasing the latest Apple product,die-hard Apple enthusiasts add value to the brand.For example,this is accomplished by queuing up for several days to be the first in line and demonstrating to passersby how important the new product is.This is referred to as Apple's:

Gerber had tremendous brand equity with its baby food.The use of a _____ strategy to use the Gerber name on a bibs,plastic baby bottles,and pacifiers seemed logical.

Which statement below matches the following: "Product form into product class"?

INGenius ATG introduced the microware oven-sized battery recycler in 1999.It was intended for the business market.Companies could buy the recycler and use it to restore alkaline batteries that are not normally recharged.The recycling does not let a battery live forever; but it does give it a charge of about 80 percent of the energy it originally had.Depending on the size of the battery,the recycler can hold up to 96 batteries.It takes 13 hours to recharge any battery.The recycler was introduced at $3,000.When you consider that a pair of alkaline batteries can be purchased for $2,you should suspect that INGenius ATG was using a(n) _____ strategy.

TB Figure: 1 -TB Figure 1 shows that in 1995 CDs were in the __________ stage of the product life cycle,while cassette tapes were in the __________ stage.

Gatorade commands about ________ of the sports beverage market in North America.

When a company uses line extension it is:

Compare the three ways to manage a product through its product life cycle.

All of the following are factors that trigger product repositioning as a marketing action EXCEPT:

List the four sequential steps used to develop brand equity.Which step is the most difficult?

Define diffusion of innovation.Identify and describe the categories and profiles of each product adopter.

Gillette spent $35 million in advertising to introduce the Sensor razor to consumers.The main reason such expenditures are often made is to stimulate or increase desire for the product class,rather than for a specific brand,when there are no competitors with the same product,is because of:

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

Figure: 11-1 -The stage in the product life cycle labelled "A" in Figure 11-1 is referred to as

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

Soft drinks,gas-powered automobiles,and DVD players are in the _______ stage of their product life cycle.

TB Figure: 2 -TB Figure 2 shows that at the height of their dollar sales,about __________ in CDs were sold at retail per year.

An effective trademark and label can help thwart product: