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Gatorade offers a range of product offerings. The firm uses one name for all its products in a product class. Gatorade is using a strategy.
1. The range of Gatorade offerings, from the traditional Gatorade Thirst Quencher to newly enhanced beverages conveying the attitude of a tough-love coach or personal trainer through in-your-face names on the label and nutrition benefits inside, are all examples of a company's commitment to product improvement.
1. A concept that describes the stages a product goes through in the marketplace—introduction, growth, maturity, and decline—is referred to as the .
18. The lack of profit in the introductory stage of the product life cycle is very often the result of
18. The marketing objective for a product in the stage of the product life cycle is to create consumer awareness and stimulate trial.
18. The initial purchase of a product by a consumer is referred to as a(n) .
18. The desire for a product class rather than for a specific brand is called demand.
18. Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers. Such expenditures are often made to stimulate , the desire for the product class, rather than for a specific brand, when there are few competitors with the same product.
18. Promotional expenditures at the introduction stage of the product life cycle are best spent on
18. During the introduction stage of the product life cycle, promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand. The consumer demand that is stimulated is referred to as demand.
18. When the Egg Farmers of Canada implemented its "Get Cracking" advertising campaign, the organization was trying to stimulate demand.
18. The preference for a specific brand is called demand.
18. As more competitors launch their own products and the product progresses along its life cycle, company attention is focused on creating demand, or the preference for a specific brand.
18. For years, when most consumers thought of cranberries, they thought of the Ocean Spray brand. Then Northland cranberry juice came on the market, claiming that it was superior to the Ocean Spray brand. Northland was creating demand for its cranberry products.
18. The two most common pricing alternatives for products in the introduction stage of the product life cycle are and .
18. During the introduction stage of the product life cycle, a(n) pricing strategy may be used. This pricing strategy charges a high initial price to recoup the costs of product development.
18. A company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and/or to .
18. 3M is a master of the pricing strategy. According to a 3M manager, "We hit fast, price high, and get the heck out when the me-too products pour in."
18. All of the following are true about a skimming pricing strategy when used during the introduction stage of the product life cycle EXCEPT:
A. it capitalizes on the price insensitivity of early buyers.
B. its profit margins may be high.
C. it encourages "me too" entrants into the market.
D. it recovers the R&D costs of the new offering.
E. it helps build unit volume.
18. Xerox pioneered the first portable fax machine. In 1980, the price was $12,700. Xerox used a(n)
pricing strategy to help recover its research and development costs.
18. During the introduction stage of the product life cycle, the strategy that discourages competitive entry by charging a low price for a new product is referred to as pricing.
84. Industry analysts estimate that the number of e-mail mailboxes worldwide will grow to by 2016.
84. In terms of its effect on faxing, e-mail has .
92. To handle products in the decline stage of the product life cycle, companies often use either a
strategy or a strategy.
92. A strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as .
202.A marketing strategy that alters a product's characteristic, such as its quality, performance, or appearance, to increase its value and sales to customers is referred to as .
203.Product modification refers to a marketing strategy that .
alters a product's characteristic, such as its quality, performance, or appearance, to increase its value to customers and to increase sales
203.When Proctor & Gamble revamped Pantene shampoo and conditioner with a new vitamin formula and relaunched the brand with a multimillion-dollar advertising and promotion campaign, what strategy did it use to manage the product through its life cycle?
203.DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while. The product's recent introduction of a DiGiorno cheese stuffed crust to its line of pizzas is an example of
203.The sale of two or more separate products in one package is referred to as
212.A strategy for managing a product's life cycle that attempts to find new customers, increase a product's use among existing customers, or create new use situations is referred to as .
212.Market modification refers to a marketing strategy that .
manages a product's life cycle to find new customers, increase a product's use among existing
. customers, or create new use situations
212.All of the following are market modification strategies EXCEPT:
A. creating a new use situation.
B. finding new customers.
C. changing a product's appearance.
D. targeting new market segments.
E. increasing a product's use among existing customers.
212.When Coca-Cola promoted Coke as a morning beverage for those consumers who don't drink coffee, it used a strategy.
212.Major American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit. Car manufacturers are using which of the following market modification strategies?
212.Dockers, the U.S. market leader in casual pants, originally intended its product as a single pant for every situation. Dockers now promotes different looks for work, weekend, dress, and golf. Dockers' new strategy is designed to .
212.Changing the place a product occupies in a consumer's mind relative to competitive products is referred to as .
212.The strategy of trading down involves .
212.Reducing the number of features, qualities, or price when repositioning a product is referred to as
212.Trading down refers to when repositioning a product.
reducing the number of features, qualities, or price
212.Reducing the package content without changing package size while maintaining or increasing the package price is referred to as .
212.Downsizing reduces the
212.Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price. Georgia-Pacific used a(n) strategy.
212.Consumer advocates believe the practice of downsizing by consumer products firms has resulted in
a subtle, deceptive, yet legal practice of disguising a price increase
212.Which of the following barriers does downsizing try to combat when consumers will adopt a new product or repurchase an existing one?
212.An organization's use of a name, phrase, design, symbol, or combination of these to identify its products and distinguish them from those of competitors is referred to as .
212.Any word, device (design, sound, shape, or color), or combination of these used to distinguish a seller's products or services is referred to as a .
212.A brand name refers to
A.any word, device (design, sound, shape or color), or combination of these used to distinguish a seller's products or services
212.The swoosh that appears on every Nike product is an example of a .
212.A brand name that cannot be spoken is referred to as a .
252.A trademark refers to
the identification that a firm has legally registered its brand name or trade name so the firm has its
. exclusive use, thereby preventing others from using it.
252.What agency registers the trademarks of a firm?
252.The primary purpose of a trademark is to
A. legally protect a product's brand name or trade name that prevents others from using it.
252.The marketing of low-cost copies of popular brands not manufactured by the original producer is referred to as
252.For consumers, the primary benefit of branding is that .
252.One of the primary benefits of branding for consumers is that branding .
252.A set of human characteristics associated with a brand name is referred to as .
270.The added value a brand name gives to a product beyond the functional benefits provided is referred to as
270.Brand equity refers to .
270.Brand equity is the added value a brand name gives to a product beyond the functional benefits provided.
This value has two distinct advantages: (1) it creates a competitive advantage and (2) .
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