MKT 291 Chapter 10 quiz – Flashcards

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

The Upjohn Company first targeted men for its Rogaine topical solution, a drug to restore hair growth, but later marketed this product to women. In this example, the Upjohn Company is using which of the following market modification strategies? creating new use situations increasing use by existing customers finding new users modifying the product reacting to competitors' positions

Nonprofit service organizations use them, but public service announcements (PSAs) tie up a very large a percentage of the advertising budget. are boring and rarely well designed; consumers usually tune them out. 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.

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

Dentyne gum introduced a Split2Fit pack, which is compact package design intended to be separated into two halves to better fit into a pocket or a small purse, or two keep two halves in separate places.This is an example of which type of benefit that packaging can provide? communication benefits usage benefits functional benefits perceptual benefits financial benefits

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 market modification. product extension. rebranding. trading up. downsizing.

DVD players would most likely be in the __________ stage of the product life cycle. introduction growth maturity decline resurgence

Quaker 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? increasing the product's use changing the value offered creating new use situations finding new users catching a rising trend

Which of the following products is the best example of a product that might experience an introduction, a decline, and then a resurgent reintroduction as part of its normal product life cycle? riding boots laundry detergents tax accounting dog toys colored markers

All products sold by the Tabasco Company use the Tabasco brand. This is an example of __________. private branding multibranding co-branding generic branding multiproduct branding

The 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. productivity, performance, and profitability. personality, procedure, and performance. people, physical environment, and process.

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; (5) __________; and (6) have favorable phonetic and semantic associations in other languages. be simple and emotional suggest an air of mystery be humorous be easy to spell and pronounce contain no hidden meanings

The acronym CEM in services marketing stands for __________. capacity evaluation management customer experience management consumer experience marketing consumer encounter marketing customer evaluation measurement

Skimming or penetration pricing are appropriate pricing strategies during the __________ stage of a product's life cycle. growth commercialization launch introduction awareness

Harvesting is an option for a product in the __________ stage of its product life cycle. growth decline diversification maturity contraction

If a customer is reluctant to try a new product because she's afraid of what her friends might think, the company is most likely facing a(n) __________ barrier. A usage B risk C value D emotional E psychological