IVY TECH MKTG 101 -Summer 2017 Chapter 10 Quiz

Question

(MKGT 101 00H Summer 2017 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