14 Aug (MKGT 101 00H Summer 2015 IncludED) Assignment: Chapter 10 Quiz 1. Award: 1 ou

(MKGT 101 00H Summer 2015 IncludED)
Assignment:
Chapter 10 Quiz

1.
Award: 1 out of 1.00
point

Profit margins often peak as competitors enter the market, and
aggressive pricing strategies take hold. This happens during which stage of the
product life cycle?
growth
expansion
maturity
commercialization
introduction

2.
Award: 1 out of 1.00
point

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
humorous
be simple
and emotional
be
easy to spell and pronounce
suggest
an air of mystery
contain
no hidden meanings

3.
Award: 1 out of 1.00
point

When a brand name cannot be spoken, it is considered a
__________.
trade
registry
logo
brandmark
copyright
trademark

4.
Award: 1 out of 1.00
point

Which of the following triggers a product repositioning action?
reacting to
a competitor
increasing
the product’s use
compressing
the product life cycle
finding
new users
creating
new use situations

5.
Award: 1 out of 1.00
point

Off-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 during different times of the day or during different days of
the week to reflect variations in demand for the service.
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 based on the different levels of service quality offered.

6.
Award: 1 out of 1.00
point

__________ begins with new-product purchases first by
innovators, and then by early adopters.
Diffusion
of innovation
The
offering adoption model
The
consumer purchase adoption process
The
innovation adoption continuum
The
market-product life cycle

7.
Award: 1 out of 1.00
point

The person responsible for managing the marketing efforts for a
close-knit family of products or brands is called the __________ or __________.
sales
manager; director of marketing
brand
manager; product promoter
CEO;
brand manager
advertising
manager; promotion manager
product
manager; brand manager

8.
Award: 1 out of 1.00
point

Domino’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.
generic
derived
secondary
selective
primary

9.
Award: 1 out of 1.00
point

The 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
creating
a product bundle
increasing
use by existing customers
modifying
the product’s characteristics

10.
Award: 1 out of 1.00
point

All products sold by the Tabasco Company use the Tabasco brand.
This is an example of __________.
co-branding
generic
branding
private
branding
multibranding
multiproduct
branding
(MKGT 101 00H Summer 2015 IncludED)Assignment: Chapter 10 Quiz1.Award: 1 out of 1.00
point Profit margins often peak as competitors enter the market, and
aggressive pricing strategies take hold. This happens during which stage of the
product life cycle?growthexpansionmaturitycommercializationintroduction2.Award: 1 out of 1.00
point 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
humorousbe simple
and emotionalbe
easy to spell and pronouncesuggest
an air of mysterycontain
no hidden meanings3.Award: 1 out of 1.00
point When a brand name cannot be spoken, it is considered a
__________.trade
registrylogobrandmarkcopyrighttrademark4.Award: 1 out of 1.00
point Which of the following triggers a product repositioning action?reacting to
a competitorincreasing
the product’s usecompressing
the product life cyclefinding
new userscreating
new use situations5.Award: 1 out of 1.00
point Off-peak pricing refers tocharging
lower prices when demand is high and higher prices when demand is low to
stabilize revenue and profits during fluctuations.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 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 based on the different levels of service quality offered.6.Award: 1 out of 1.00
point __________ begins with new-product purchases first by
innovators, and then by early adopters.Diffusion
of innovationThe
offering adoption modelThe
consumer purchase adoption processThe
innovation adoption continuumThe
market-product life cycle7.Award: 1 out of 1.00
point The person responsible for managing the marketing efforts for a
close-knit family of products or brands is called the __________ or __________.sales
manager; director of marketingbrand
manager; product promoterCEO;
brand manageradvertising
manager; promotion managerproduct
manager; brand manager8.Award: 1 out of 1.00
point Domino’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.genericderivedsecondaryselectiveprimary9.Award: 1 out of 1.00
point The 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 situationsfinding
new userscreating
a product bundleincreasing
use by existing customersmodifying
the product’s characteristics10.Award: 1 out of 1.00
point All products sold by the Tabasco Company use the Tabasco brand.
This is an example of __________.co-brandinggeneric
brandingprivate
brandingmultibrandingmultiproduct
branding

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