14 Aug Chapter 10: Crafting the Brand Positioning GENERAL CONCEPT QUESTIONS Multipl

Chapter 10: Crafting the
Brand Positioning

GENERAL CONCEPT QUESTIONS

Multiple Choice

1.
As
part of the strategic brand management process, each company and offering must
represent a distinctive ________ in the mind of the target market.
a.
promotion
b.
cell
c.
big
idea
d.
ad
e.
organizational
concept

2.
All
marketing strategy is built on STPsegmentation, targeting, and ________.
a.
positioning
b.
product
c.
planning
d.
promotion
e.
performance

3. ________ is the
act of designing the companys offering and image to occupy a distinctive place
in the minds of the target market.
a.
Positioning
b.
Product
conceptualization
c.
Promotion
presentation
d.
Performance
imaging
e.
Preproduct
launching

4.
Which
of the following best describes Volvos value proposition?
a.
We
charge a 20% premium on our cars.
b.
We target
safety-conscious upscale families.
c.
We
sell the safest, most durable wagon in which your family can ride.
d.
We
make cars.
e.
None
of the above is a value proposition.

5.
The
result of positioning is the successful creation of ________, a cogent reason
why the target market should buy the product.
a.
an
award winning promotional campaign
b.
a
customer-focused value proposition
c.
a
demand channel
d.
everyday
low pricing
e.
strategic
window of opportunity

6.
A
starting point in defining a competitive frame of reference for a brand
positioning is to determine ________the products or sets of products with
which a brand competes and which function as close substitutes.
a.
functional
membership
b.
competitive
field
c.
category
membership
d.
value
membership
e.
demand
field

7.
Which
of the following terms is most closely associated with the following statement:
attributes or benefits consumers strongly associate with a brand, positively
evaluate, and believe that they could not find to the same extent with a
competitive brand?
a.
Brand
image
b.
Points-of-difference
c.
Points-of-parity
d.
Points
of value
e.
Brand
concept

8.
________
are associations that are not necessarily unique to the brand but may in fact
be shared with other brands.
a.
Points-of-parity
b.
Points-of-difference
c.
Brand
cells
d.
Brand
positions
e.
Points
of competitive field

9.
To
achieve a point-of-parity (POP) on a particular attribute or benefit, a
sufficient number of consumers must believe that the brand is ________ on
that dimension.
a.
most
excellent
b.
neutral
c.
marginal
d.
good
enough
e.
service
based

When BMW created ________ with its luxury and
performance approach, it was able to maximize both attributes and benefits.
f.
its
core identity
g.
a core
competency
h.
deliverability
criteria
i.
a
straddle position
j.
competitive
parity

10. The preferred approach to positioning is to
inform consumers of a brands membership before stating its ________.
a.
point-of-parity
b.
point-of-difference
c.
point
of conflict
d.
point
of weakness
e.
point
of reference

11. There are three main ways to convey a
brands category membership: announcing category benefits, ________, and
relying on the product descriptor.
a.
overt
publicity
b.
industry
trade press
c.
buzz
marketing
d.
preference
positions
e.
comparing
to exemplars

12. A brownie mix might claim to taste great
and support this claim by including high-quality ingredients or by showing
users delighting in its consumption, thereby communicating its membership of
the baked desserts category through ________.
a.
announcing
category benefits
b.
comparing
to exemplars
c.
relying
on the product descriptor
d.
communicating
deliverability variables
e.
identifying
counterexamples

13. Points-of-parity are driven by the needs of
category membership and ________.
a.
loyalty
b.
large
margins
c.
guaranteed
profits
d.
the
necessity of negating competitors PODs (points-of-difference)
e.
the
creation of PODs (points-of-difference)

14. ________ are typically the least desirable
level to position a brands points-of-difference, in part because competitors
can easily copy them.
a.
Benefits
b.
Attitudes
c.
Values
d.
Attributes
e.
Messages

15. Marketers must decide at which level to
anchor the brands points-of-differences. At the lowest level are ________. For
example, Dove soap can talk about the fact that it is one-quarter cleansing
cream.
a.
brand
values
b.
brand
attributes
c.
brand
benefits
d.
brand
specifications
e.
brand
partitions

16. One common difficulty in creating a strong, competitive brand
positioning is that many of the attributes or benefits that make up the
points-of-parity and points-of-difference are ________.
a.
negatively
correlated
b.
positive
correlated
c.
neither
positive nor negatively correlated
d.
inversely
correlated
e.
unable
to be correlated
Answer: a

17. All of the
following would be considered to be among examples of negatively correlated
attributes and benefits EXCEPT ________.
a.
low
price versus high quality
b.
taste
versus low calories
c.
supply
versus demand
d.
powerful
versus safe
e.
nutritious
versus good tasting

18. There are at least three key consumer
desirability criteria for PODs (points-of-difference): relevance,
distinctiveness, and ________.
a.
believability

b.
presentation
style
c.
economy
d.
nontechnological
e.
information
content

Which of
the following desirability criteria asks a question such as Is the positioning
preemptive, defensible, and difficult to attack? when determining a POD
(point-of-difference)?
f.
feasibility
g.
communicability
h.
sustainability
i.
knowledgeable
j.
value
orientation

19. For a point-of-difference to possess
________, target consumers must find it unique and superior.
a.
distinctiveness
b.
communicability
c.
relevance
d.
believability
e.
feasibility

20. In a positioning statement, the case for the
product rests on its ________.
a.
product
category
b.
points-of-difference
c.
target
consumer
d.
consumer
need
e.
brand

21. ________ is a companys ability to perform
in one or more ways that competitors cannot or will not match.
a.
Positioning
b.
Deliverability
c.
Competitive
advantage
d.
Distribution
e.
Differentiation

22. The obvious means of differentiation, and
often most compelling ones to consumers, relate to aspects of the ________.
a.
price
b.
distribution
process
c.
promotions
d.
product
and service
e.
sales
team responsible for the product or service

A ________ is one that a company can use as a springboard to new advantages.
f.
customer
advantage
g.
leverageable
advantage
h.
real
advantage
i.
realized
advantage
j.
distinct
advantage
The primary
explanation for Singapore Airlines extraordinary worldwide market share is
that Singapore Airlines Singapore Girl persona has struck a responsive chord
with much of the travelling public. This
is an example of ________.
k.
personnel
differentiation
l.
channel
differentiation
m.
position
differentiation
n.
maturity
differentiation
o.
image
differentiation

23. To say that a product has a life cycle is
to assert all of the following EXCEPT ________.
a. products have a
limited life
b. product sales
pass through distinct stages, each posing different challenges, opportunities,
and problems to the seller
c. products all
basically exhibit cycle-recycle growth patterns
d. profits rise and
fall at different stages of the product life cycle
e. products require
different marketing, financial, manufacturing, purchasing, and human resource
strategies in each life-cycle stage

24. The four stages of the product life cycle
include all of the following EXCEPT ________.
a. decline
b. learning
c. maturity
d. introduction
e.
growth

25. The ________ stage of the product life
cycle is a period of rapid market acceptance and substantial profit
improvement.
a. introduction
b. growth
c. maturity
d. saturation
e.
decline

26. According to the general bell-shaped curve
used to illustrate the product life cycle, which of the following stages is
generally seen when the sales curve is at its peak?
a.
Introduction
b.
Growth
c.
Maturity
d.
Decline
e.
Abandonment

27. According to the illustrations describing
the product life cycle, during which stage of the cycle is there a strong
likelihood that negative profits will be the norm?
a.
Introduction
b.
Growth
c.
Maturity
d.
Decline
e.
Abandonment

28. Which of the
following common product life-cycle patterns would be characterized as being
one where sales grow rapidly when the product is first introduced and then fall
to a petrified level that is sustained by late adopters buying the product
for the first time and early adopters replacing the product?
a.
Cycle-recycle
pattern
b.
Scalloped
pattern
c.
Growth-slump-maturity
pattern
d.
Reverse-cycle
pattern
e.
Inverse-cycle
pattern

29. A product such as
nylon (e.g., numerous usesparachutes, hosiery, shirts, carpeting, et cetera)
has been characterized as having a ________ pattern to its product lifecycle.
a.
growth-slump-maturity
b.
scalloped
c.
cycle-recycle
d.
triangular

e.
fad

30. When Mrs Tam
chose his new home, he picked a Tudor design. Tudor is best described as a(n)
________ in home design.
a.
style
b.
fashion
c.
fad
d.
ideation
e. technological

________
do not normally survive (as a special category product life cycle) because they
do not normally satisfy a strong need.
e.
Styles

f.
Fashions
g.
Fads
h.
Intra-brands
i.
Trends

31. Which of the
following product life-cycle stages would be appropriately described as being
one where firms focus mainly on buyers from higher-income groups and prices
tend to be high because costs are high?

a.
Introduction
stage
b.
Growth
stage
c.
Maturity
stage
d.
Saturation
stage
e. Decline stage

32. Most studies
indicate, with respect to the product life cycle in its introductory stage,
that the ________ gains the greatest advantage.
a.
market
pioneer
b.
market
nicher
c.
market
reverser
d.
market
follower
e. market challenger

33. Tellis and
Golder identified five factors as underpinning long-term market leadership.
Which of the following is NOT one of those factors?
a.
Vision
of mass market
b.
Persistence
c.
Slash-and-burn
tactics
d.
Relentless
innovation
e.
Asset
leverage

34. Which of the following product life cycle
stages is characterized as being one where a rapid climb in sales occurs, new
product features are introduced by new competitors, and distribution is
expanded?
a.
Prepioneering
b.
Introduction
c.
Saturation
d.
Growth
e.
Maturity

All of the following strategies have been suggested
as proper for sustaining rapid market growth during the growth stage of the
product life cycle EXCEPT ________.
f.
improving
product quality and adding new product features and improved styling
g.
entering
into new market segments
h.
lowering
prices to attract the next layer of price-sensitive buyers
i.
shifting
from product-awareness advertising to product-preference advertising
j.
moving
to sue all new entrants into the marketplace

35. Today, most products are in the ________ of
the life cycle, and most marketing managers must cope with the problems and
challenges of this stage.
a.
prepioneering
stage
b.
introduction
stage
c.
growth
stage
d.
maturity
stage
e.
decline
stage

36. The maturity stage of the product life
cycle can be divided into three distinct phases. If the absolute level of sales
starts to decline and customers begin switching to other products, the product
is most likely in the ________ phase of the maturity stage.
a.
growth
b.
decaying
maturity
c.
stable
d.
competitive
vulnerability
e.
abandonment

37. A company might try to expand the market
for its mature brand by working with the two factors that make up sales volume.
Volume equals (=) ________.
a.
supply
times (X) demand
b.
number
of brand users times (X) amount of money spent on each purchase
c.
number
of brand users times (X) usage rate per user
d.
price
level of the product times (X) the number of items purchased
e.
price
level of the product times (X) the number in the market segment selected for
targeting

38. When Campbells
soups began advertising its soups as excellent snacks, it was using which of
the following volume-oriented brand usage strategies?
a.
Use
the product on more occasions.
b.
Use
more of the product on each occasion.
c.
Use
the product in new ways.
d.
Use
improved quality to attract new users.
e.
Use the
product in older, more traditional ways.

39. Managers try to stimulate sales by
modifying the products characteristics. Which of these modifications has as
its aim to increase the products functional performance?
a.
Feature
improvement
b.
Style
improvement
c.
Fashion
improvement
d.
Packaging
improvement
e.
Quality
improvement

40. When Vlasic created a cucumber 10 times
larger than the traditional pickle cucumber (e.g., Hamburger Stackers), it used
________ as a means of modifying its product so additional customers might be
attracted to the brand.
a.
quality
improvement
b.
feature
improvement
c.
style
improvement
d.
packaging
improvement
e.
idea
improvement

41. Marketing programs can be modified to
stimulate sales. Which of the following forms of marketing program modification
might seek to speed delivery or extend more credit?
a.
Pricing
b.
Distribution
c.
Advertising
d.
Personal
selling
e.
Services

42. In the decline phase of the product life
cycle, if a firm milks the firms investment to recover cash quickly, it is
using a strategy called ________.
a.
positioning
b.
reverse
engineering
c.
psychological
divestment
d.
harvesting
e.
abandonment

43. If an organization chooses harvesting as
a decline stage PLC strategy, the first step in using such a strategy would
likely be to ________.
a.
rejuvenate
the brand or product
b.
cut
R&D costs and plant and equipment investment
c.
cut
all promotional expenses
d.
cancel
distribution contracts
e.
require
that all distributors reduce inventory of older models of the product

44. Markets are similar to products with
respect to life-cycle concepts. All of the following are considered to be
stages that markets pass through in market evolution EXCEPT ________.
a.
emergence
b.
growth
c.
decline
d.
maturity
e.
destruction

45. Which of the following is a popular
criticism of product life-cycle theory?
a.
It is
too costly to implement.
b.
It has
few actual examples that can be benchmarked.
c.
It
works only in the U.S.
market.
d.
Life-cycle
patterns are too variable in shape and duration.
e.
Stages
often follow fad trends.

46. Which of the
following stages of the product life cycle (PLC) is characterized as being one
where there are low sales, high cost per customer, negative profits, and few
competitors?
a.
Introduction
b.
Growth
c.
Maturity
d.
Decline
e.
Abandonment

47. During which of
the following stages of the product life cycle (PLC) would we expect a
marketing manager to pursue a marketing objective of maximizing market share?
a.
Introduction
b.
Growth
c.
Maturity
d.
Decline
e.
Abandonment

48. When sales peak,
there is a low cost per customer, profits are high, and the marketing manager
attempts to maximize profit while defending market share, the product is most
likely in the ________ stage of the product life cycle (PLC).
a. introduction
b. prepioneering
c. growth
d. maturity
e. decline

A manufacturer of calculators finds that there is
an even split between customers who want small handheld calculators and those
that want large ones. This type of market, in which buyer preferences scatter
evenly, is called a(n) ________ market.
e. emerging
f. mass market
g. diffused-preference
h. niche
i.
standardized

49. Francis Kelly and Barry
Silverstein define a ________ as one that stands out, not just in its own
product category but from all other brands, and that achieves significant
results in the marketplace.
a.
point-of-difference
b.
breakaway
brand
c.
point-of-parity
d.
negatively
correlated brand attribute
e.
fragmented
market

50. If an entrepreneur discovers that
her firms market is one of diffused preferences, she can use a ________ to
expand sales while keeping costs low.
a.
mass-market
strategy
b.
multiple-niche
strategy
c.
bipolar
design strategy
d.
standardized
niche strategy
e.
single-niche
strategy

51. During the ________ phase of market
evolution, if a new product sells well, new firms enter the market.
a.
induction
b.
emergence
c.
growth
d.
maturity
e.
decline

Chapter 10: Crafting the
Brand Positioning1.
As
part of the strategic brand management process, each company and offering must
represent a distinctive ________ in the mind of the target market. a.
promotionb.
cellc.
big
idead.
ade.
organizational
concept2.
All
marketing strategy is built on STPsegmentation, targeting, and ________. a.
positioningb.
productc.
planningd.
promotione.
performance3. ________ is the
act of designing the companys offering and image to occupy a distinctive place
in the minds of the target market.a.
Positioningb.
Product
conceptualizationc.
Promotion
presentationd.
Performance
imaginge.
Preproduct
launching 4.
Which
of the following best describes Volvos value proposition?a.
We
charge a 20% premium on our cars.b.
We target
safety-conscious upscale families.c.
We
sell the safest, most durable wagon in which your family can ride.d.
We
make cars.e.
None
of the above is a value proposition.5.
The
result of positioning is the successful creation of ________, a cogent reason
why the target market should buy the product. a.
an
award winning promotional campaignb.
a
customer-focused value propositionc.
a
demand channeld.
everyday
low pricing e.
strategic
window of opportunity 6.
A
starting point in defining a competitive frame of reference for a brand
positioning is to determine ________the products or sets of products with
which a brand competes and which function as close substitutes. a.
functional
membershipb.
competitive
fieldc.
category
membershipd.
value
membershipe.
demand
field 7.
Which
of the following terms is most closely associated with the following statement:
attributes or benefits consumers strongly associate with a brand, positively
evaluate, and believe that they could not find to the same extent with a
competitive brand? a.
Brand
imageb.
Points-of-differencec.
Points-of-parityd.
Points
of valuee.
Brand
concept 8.
________
are associations that are not necessarily unique to the brand but may in fact
be shared with other brands. a.
Points-of-parityb.
Points-of-differencec.
Brand
cellsd.
Brand
positionse.
Points
of competitive field9.
To
achieve a point-of-parity (POP) on a particular attribute or benefit, a
sufficient number of consumers must believe that the brand is ________ on
that dimension. a.
most
excellentb.
neutralc.
marginald.
good
enoughe.
service
based
When BMW created ________ with its luxury and
performance approach, it was able to maximize both attributes and benefits. f.
its
core identityg.
a core
competencyh.
deliverability
criteriai.
a
straddle positionj.
competitive
parity10. The preferred approach to positioning is to
inform consumers of a brands membership before stating its ________. a.
point-of-parityb.
point-of-differencec.
point
of conflictd.
point
of weaknesse.
point
of reference11. There are three main ways to convey a
brands category membership: announcing category benefits, ________, and
relying on the product descriptor.a.
overt
publicityb.
industry
trade pressc.
buzz
marketingd.
preference
positionse.
comparing
to exemplars12. A brownie mix might claim to taste great
and support this claim by including high-quality ingredients or by showing
users delighting in its consumption, thereby communicating its membership of
the baked desserts category through ________.a.
announcing
category benefitsb.
comparing
to exemplarsc.
relying
on the product descriptord.
communicating
deliverability variablese.
identifying
counterexamples 13. Points-of-parity are driven by the needs of
category membership and ________. a.
loyaltyb.
large
marginsc.
guaranteed
profitsd.
the
necessity of negating competitors PODs (points-of-difference) e.
the
creation of PODs (points-of-difference) 14. ________ are typically the least desirable
level to position a brands points-of-difference, in part because competitors
can easily copy them.a.
Benefitsb.
Attitudesc.
Valuesd.
Attributese.
Messages15. Marketers must decide at which level to
anchor the brands points-of-differences. At the lowest level are ________. For
example, Dove soap can talk about the fact that it is one-quarter cleansing
cream. a.
brand
valuesb.
brand
attributesc.
brand
benefitsd.
brand
specificationse.
brand
partitions16. One common difficulty in creating a strong, competitive brand
positioning is that many of the attributes or benefits that make up the
points-of-parity and points-of-difference are ________.a.
negatively
correlatedb.
positive
correlatedc.
neither
positive nor negatively correlatedd.
inversely
correlatede.
unable
to be correlatedAnswer: a 17. All of the
following would be considered to be among examples of negatively correlated
attributes and benefits EXCEPT ________. a.
low
price versus high qualityb.
taste
versus low caloriesc.
supply
versus demandd.
powerful
versus safee.
nutritious
versus good tasting18. There are at least three key consumer
desirability criteria for PODs (points-of-difference): relevance,
distinctiveness, and ________. a.
believability
b.
presentation
stylec.
economyd.
nontechnologicale.
information
content
Which of
the following desirability criteria asks a question such as Is the positioning
preemptive, defensible, and difficult to attack? when determining a POD
(point-of-difference)? f.
feasibilityg.
communicabilityh.
sustainabilityi.
knowledgeablej.
value
orientation 19. For a point-of-difference to possess
________, target consumers must find it unique and superior.a.
distinctivenessb.
communicabilityc.
relevanced.
believabilitye.
feasibility20. In a positioning statement, the case for the
product rests on its ________.a.
product
categoryb.
points-of-differencec.
target
consumerd.
consumer
neede.
brand21. ________ is a companys ability to perform
in one or more ways that competitors cannot or will not match.a.
Positioningb.
Deliverabilityc.
Competitive
advantaged.
Distributione.
Differentiation22. The obvious means of differentiation, and
often most compelling ones to consumers, relate to aspects of the ________.a.
priceb.
distribution
processc.
promotionsd.
product
and servicee.
sales
team responsible for the product or service
A ________ is one that a company can use as a springboard to new advantages.f.
customer
advantageg.
leverageable
advantageh.
real
advantagei.
realized
advantagej.
distinct
advantage The primary
explanation for Singapore Airlines extraordinary worldwide market share is
that Singapore Airlines Singapore Girl persona has struck a responsive chord
with much of the travelling public. This
is an example of ________.k.
personnel
differentiationl.
channel
differentiationm.
position
differentiationn.
maturity
differentiationo.
image
differentiation 23. To say that a product has a life cycle is
to assert all of the following EXCEPT ________.a. products have a
limited life b. product sales
pass through distinct stages, each posing different challenges, opportunities,
and problems to the sellerc. products all
basically exhibit cycle-recycle growth patternsd. profits rise and
fall at different stages of the product life cyclee. products require
different marketing, financial, manufacturing, purchasing, and human resource
strategies in each life-cycle stage 24. The four stages of the product life cycle
include all of the following EXCEPT ________.a. declineb. learningc. maturityd. introductione.
growth25. The ________ stage of the product life
cycle is a period of rapid market acceptance and substantial profit
improvement. a. introductionb. growthc. maturityd. saturatione.
decline 26. According to the general bell-shaped curve
used to illustrate the product life cycle, which of the following stages is
generally seen when the sales curve is at its peak? a.
Introductionb.
Growthc.
Maturityd.
Declinee.
Abandonment 27. According to the illustrations describing
the product life cycle, during which stage of the cycle is there a strong
likelihood that negative profits will be the norm? a.
Introductionb.
Growthc.
Maturityd.
Declinee.
Abandonment 28. Which of the
following common product life-cycle patterns would be characterized as being
one where sales grow rapidly when the product is first introduced and then fall
to a petrified level that is sustained by late adopters buying the product
for the first time and early adopters replacing the product? a.
Cycle-recycle
patternb.
Scalloped
patternc.
Growth-slump-maturity
patternd.
Reverse-cycle
patterne.
Inverse-cycle
pattern 29. A product such as
nylon (e.g., numerous usesparachutes, hosiery, shirts, carpeting, et cetera)
has been characterized as having a ________ pattern to its product lifecycle. a.
growth-slump-maturityb.
scallopedc.
cycle-recycled.
triangular
e.
fad 30. When Mrs Tam
chose his new home, he picked a Tudor design. Tudor is best described as a(n)
________ in home design.a.
styleb.
fashionc.
fadd.
ideatione. technological
________
do not normally survive (as a special category product life cycle) because they
do not normally satisfy a strong need. e.
Styles
f.
Fashionsg.
Fadsh.
Intra-brandsi.
Trends 31. Which of the
following product life-cycle stages would be appropriately described as being
one where firms focus mainly on buyers from higher-income groups and prices
tend to be high because costs are high?
a.
Introduction
stageb.
Growth
stagec.
Maturity
staged.
Saturation
stage e. Decline stage 32. Most studies
indicate, with respect to the product life cycle in its introductory stage,
that the ________ gains the greatest advantage. a.
market
pioneer b.
market
nicherc.
market
reverser d.
market
followere. market challenger 33. Tellis and
Golder identified five factors as underpinning long-term market leadership.
Which of the following is NOT one of those factors?a.
Vision
of mass marketb.
Persistencec.
Slash-and-burn
tacticsd.
Relentless
innovatione.
Asset
leverage 34. Which of the following product life cycle
stages is characterized as being one where a rapid climb in sales occurs, new
product features are introduced by new competitors, and distribution is
expanded? a.
Prepioneeringb.
Introductionc.
Saturationd.
Growthe.
Maturity
All of the following strategies have been suggested
as proper for sustaining rapid market growth during the growth stage of the
product life cycle EXCEPT ________. f.
improving
product quality and adding new product features and improved stylingg.
entering
into new market segmentsh.
lowering
prices to attract the next layer of price-sensitive buyersi.
shifting
from product-awareness advertising to product-preference advertisingj.
moving
to sue all new entrants into the marketplace 35. Today, most products are in the ________ of
the life cycle, and most marketing managers must cope with the problems and
challenges of this stage. a.
prepioneering
stageb.
introduction
stagec.
growth
staged.
maturity
stagee.
decline
stage 36. The maturity stage of the product life
cycle can be divided into three distinct phases. If the absolute level of sales
starts to decline and customers begin switching to other products, the product
is most likely in the ________ phase of the maturity stage. a.
growthb.
decaying
maturityc.
stabled.
competitive
vulnerabilitye.
abandonment 37. A company might try to expand the market
for its mature brand by working with the two factors that make up sales volume.
Volume equals (=) ________. a.
supply
times (X) demandb.
number
of brand users times (X) amount of money spent on each purchasec.
number
of brand users times (X) usage rate per userd.
price
level of the product times (X) the number of items purchasede.
price
level of the product times (X) the number in the market segment selected for
targeting 38. When Campbells
soups began advertising its soups as excellent snacks, it was using which of
the following volume-oriented brand usage strategies? a.
Use
the product on more occasions.b.
Use
more of the product on each occasion.c.
Use
the product in new ways.d.
Use
improved quality to attract new users.e.
Use the
product in older, more traditional ways. 39. Managers try to stimulate sales by
modifying the products characteristics. Which of these modifications has as
its aim to increase the products functional performance? a.
Feature
improvementb.
Style
improvementc.
Fashion
improvementd.
Packaging
improvemente.
Quality
improvement 40. When Vlasic created a cucumber 10 times
larger than the traditional pickle cucumber (e.g., Hamburger Stackers), it used
________ as a means of modifying its product so additional customers might be
attracted to the brand. a.
quality
improvementb.
feature
improvementc.
style
improvementd.
packaging
improvemente.
idea
improvement 41. Marketing programs can be modified to
stimulate sales. Which of the following forms of marketing program modification
might seek to speed delivery or extend more credit?a.
Pricingb.
Distributionc.
Advertisingd.
Personal
sellinge.
Services42. In the decline phase of the product life
cycle, if a firm milks the firms investment to recover cash quickly, it is
using a strategy called ________. a.
positioningb.
reverse
engineeringc.
psychological
divestmentd.
harvestinge.
abandonment43. If an organization chooses harvesting as
a decline stage PLC strategy, the first step in using such a strategy would
likely be to ________. a.
rejuvenate
the brand or productb.
cut
R&D costs and plant and equipment investmentc.
cut
all promotional expensesd.
cancel
distribution contractse.
require
that all distributors reduce inventory of older models of the product 44. Markets are similar to products with
respect to life-cycle concepts. All of the following are considered to be
stages that markets pass through in market evolution EXCEPT ________. a.
emergenceb.
growthc.
declined.
maturitye.
destruction45. Which of the following is a popular
criticism of product life-cycle theory?a.
It is
too costly to implement.b.
It has
few actual examples that can be benchmarked.c.
It
works only in the U.S.
market.d.
Life-cycle
patterns are too variable in shape and duration.e.
Stages
often follow fad trends. 46. Which of the
following stages of the product life cycle (PLC) is characterized as being one
where there are low sales, high cost per customer, negative profits, and few
competitors? a.
Introductionb.
Growthc.
Maturityd.
Declinee.
Abandonment 47. During which of
the following stages of the product life cycle (PLC) would we expect a
marketing manager to pursue a marketing objective of maximizing market share?a.
Introductionb.
Growthc.
Maturityd.
Declinee.
Abandonment 48. When sales peak,
there is a low cost per customer, profits are high, and the marketing manager
attempts to maximize profit while defending market share, the product is most
likely in the ________ stage of the product life cycle (PLC). a. introductionb. prepioneeringc. growthd. maturitye. decline
A manufacturer of calculators finds that there is
an even split between customers who want small handheld calculators and those
that want large ones. This type of market, in which buyer preferences scatter
evenly, is called a(n) ________ market. e. emerging f. mass marketg. diffused-preferenceh. nichei.
standardized 49. Francis Kelly and Barry
Silverstein define a ________ as one that stands out, not just in its own
product category but from all other brands, and that achieves significant
results in the marketplace.a.
point-of-differenceb.
breakaway
brandc.
point-of-parityd.
negatively
correlated brand attributee.
fragmented
market 50. If an entrepreneur discovers that
her firms market is one of diffused preferences, she can use a ________ to
expand sales while keeping costs low. a.
mass-market
strategyb.
multiple-niche
strategyc.
bipolar
design strategyd.
standardized
niche strategye.
single-niche
strategy 51. During the ________ phase of market
evolution, if a new product sells well, new firms enter the market.a.
inductionb.
emergencec.
growthd.
maturitye.
decline

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