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MKTG 2225 Fall 2014 Chapter 10 Quiz




Question;When a brand name cannot be spoken, it is considered a __________. logo trademark copyright trade registry brandmarkQuaker Oats makes the FDA-approved claim that oatmeal, as part of a low-saturated-fat, low-cholesterol diet, may reduce the risk of heart disease. It is primarily using which of the following product repositioning strategies for this product? finding new users increasing the product's use changing the value offered catching a rising trend creating new use situationsDomino's ran an advertisement saying that in a taste test its oven-baked sandwiches beat Subway 2-to-1. With this ad, Domino's was attempting to stimulate __________ demand. selective primary generic secondary derivedWhich of the following triggers a product repositioning action? creating new use situations compressing the product life cycle finding new users reacting to a competitor increasing the product's useWhich of the following statements concerning the pricing of services is most accurate? Service pricing plays a role in balancing consumer demand for services. Consumers generally find the pricing of consumer services more realistic than the pricing of consumer products. Service pricing only considers monetary costs to deliver the service. Service pricing is relatively insensitive to consumer service quality perceptions. Service pricing is generally subjective and not based on formulas or break-even points.When selecting a brand name, it should: (1) suggest product features, (2) be memorable, distinctive and positive, (3) fit the company or product image, (4) have no legal or regulatory restrictions, and (5) __________. be easy to spell and pronounce suggest an air of mystery be simple and emotional be humorous contain no hidden meaningsDuring the introduction stage of the product life cycle, the place element of the marketing mix is highly involved with eliminating some distribution outlets to reduce costs. using an intermodal logistics system. building storage warehouses and distribution centers. convincing channel intermediaries to carry the product. guaranteeing there is adequate primary demand if a skimming pricing strategy is used.The acronym CEM in services marketing stands for __________. consumer experience marketing capacity experience management customer experience management customer experience measurement consumer encounter marketingOff-peak pricing refers to charging lower prices when demand is high and higher prices when demand is low to stabilize revenue and profits during fluctuations. charging different prices to different customers based upon their ability to pay. charging one price to first-time customers and reduced rates for repeat or loyal customers. charging different prices during different times of the day or during different days of the week to reflect variations in demand for the service. charging different prices based on the different levels of service quality offered.Michelin has added a "run-flat" feature to its higher-priced tire lines so that they can travel up to 50 miles at 55 miles per hour after suffering total air loss. The marketing strategy Michelin used is called downsizing. market modification. trading up. product extension. rebrandingHarvesting is an option for a product in the __________ stage of its product life cycle. diversification growth decline contraction maturityThe seven Ps of services refer to an expanded marketing mix for services that includes the four Ps (product, price, place, and promotion) as well as people, process, and productivity. personality, performance, and process. personality, procedure, and performance. productivity, performance, and profitability. people, physical environment, and processAll products sold by the Tabasco Company use the Tabasco brand. This is an example of __________. private branding generic branding multibranding multiproduct branding co-brandingProfit margins often peak as competitors enter the market, and aggressive pricing strategies take hold. This happens during which stage of the product life cycle? commercialization maturity expansion growth introductionDVD players would MOST LIKELY be in the __________ stage of the product life cycle. decline growth resurgence maturity introductionAn extended introduction stage of the product life cycle occurs for which type of product? low learning fashion high learning fad primaryNonprofit service organizations use them, but public service announcements (PSAs) tie up a very large a percentage of the advertising budget. are under the control of the medium where aired, not the organization. have a very limited reach and frequency. are an ineffective form of advertising. are boring and not well designed, as a result, consumers "tune them out."_________ begins with new-product purchases first by innovators, and then by early adopters. Diffusion of innovation The consumer purchase adoption process The offering adoption model The market-product life cycle The innovation adoption continuumThe person responsible for managing the marketing efforts for a close-knit family of products or brands is called the __________ or __________. brand manager, product promoter CEO, brand manager product manager, brand manager advertising manager, promotion manager sales manager, director of marketingThe Florida Orange Growers Association advocates drinking orange juice throughout the day rather than for breakfast only. It is primarily using which of the following market modification strategies? creating new use situations finding new users modifying the product's characteristics increasing use by existing customers creating a product bundle


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