Chapter 10|60 SmartBook Unlock Your Potential: Comprehensive Exam Study Guide Questions With Solutions
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Course
SmartBook
Institution
SmartBook
______ refers to any container in which a product is offered for sale and on which label information is conveyed. (Enter one word in the blank.) - ️️Packaging
Which two of the following are ways that a product life cycle curve can vary? - ️️Its overall length
Its characteristic shape
Whi...
Chapter 10|60 SmartBook Unlock Your
Potential: Comprehensive Exam Study
Guide
______ refers to any container in which a product is offered for sale and on which label information is
conveyed. (Enter one word in the blank.) - ✔ ✔ Packaging
Which two of the following are ways that a product life cycle curve can vary? - ✔ ✔ Its overall length
Its characteristic shape
Which two of the following criteria are often used in naming successful brands? - ✔ ✔ Names
without legal restrictions
Emotional names
Why is price an important indicator of quality that consumers use when purchasing services? - ✔ ✔
Because services are intangible, evaluating quality directly is difficult.
With ________ branding, a company uses one name for all its products in a product class. - ✔ ✔
multiproduct
________ and labeling provide opportunities to create communication, functional, and perceptual
benefits to customers. (one word) - ✔ ✔ Packaging
________ can create customer value by offering communication, functional, and perceptual benefits. -
✔ ✔ Packaging
Branding can include which of the following? - ✔ ✔ Packaging design
Unique symbols, like a logo
A product name
Branding provides a way for a firm to - ✔ ✔ distinguish its products from competitors.
Creating a new use situation - ✔ ✔ Originally intended as a single pant for every activity, Dockers
now promotes different looks for different occasions: work, weekend, dress, and golf.
Due to the fact that services are intangible and more difficult to describe, ________ is very important
because it is a means of differentiation and helps to convey an image of quality. - ✔ ✔ branding
During the introduction stage, total industry profit is - ✔ ✔ minimal throughout.
, Easy Off, Glass Plus, Cling Free are good brand name because they - ✔ ✔ suggest the product
benefits.
Efforts to influence consumer demand for a service with changes in marketing mix elements is known as
____ management - ✔ ✔ capacity
_________ __________ changes the place a product occupies in a consumer's mind relative to
competitive products. (Enter one word in each blank.) - ✔ ✔ Product repositioning
A ____ manager is responsible for developing and executing a marketing program for a product line, and
some may also develop new products. (one word) - ✔ ✔ product
A combination of increasing competition and the inseparability of services lead service businesses to
focus on - ✔ ✔ convenience
A graph can to be used to show the changes in sales revenue and profit over the stages of the product -
✔ ✔ life cycle
A trip to a Disney theme park reveals a careful integration of all service activities to connect with
customers at each opportunity, which is an example of which P in services? - ✔ ✔ People
An example of a company connecting with customers in its package redesign strategy is - ✔ ✔
creating a resealable package in response to consumer habits.
At the ________ stage of the product life cycle, most consumers who would buy the product are either
repeat purchaser of the item or have tried and abandoned it, making it more challenging to acquire new
customers. - ✔ ✔ maturity
Because of the inseparability of services, which of the following is true about the place (or distribution)
of them? - ✔ ✔ The value of convenient distribution is now recognized.
Besides sometimes developing new products, the product manager also manages an existing product
through its - ✔ ✔ life cycle
Emphasis on availability, location, quality, and service, as well as a physical representation of the service
encounter should be included in an organization's - ✔ ✔ promotional programs.
Finding new customers - ✔ ✔ LEGO is appealing to consumers outside its traditional market (boys)
with a new product line for young girls called LEGO Friends.
For the effective management of services, the ________ are often supplemented by the additional
components of people, the physical environment, and the process. - ✔ ✔ 4Ps
Important aspects of product life cycles include the length of the cycle, its shape, how it varies
depending of the type of product, and - ✔ ✔ the rate of consumer adoption.
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