The guideline for marketing in an economic downturn, which General Mills recognized when it increased marketing expenditures for

the 2009 fiscal year by 16%, resulting in an 8% increase in

E.explore the upside of increasing investment

Armani uses a three-tier product line differentiated based on style, luxury, customization, price, and distribution. During the recession, the lower-priced, younger, street-savvy third tier, Armani
Exchange, picked up the selling slack for the upper tiers. This is in line with the recommendation to ________ during an economic downturn.

E.fine-tune brand and product offerings

Phasing out unprofitable outlets and reducing communications to the minimal level needed to retain hard-core loyals indicates a product is in the ________ stage of the product life cycle.

D.decline

During the ________ stage of the product life cycle, the marketing objective is to maximize profit while defending market share.

D.maturity

During the ________ stage of the product life cycle, firms are likely to use cost-plus pricing.

A.introduction

The product modification strategy that adds size, weight, materials, supplements, and accessories that expand the product's performance, versatility, safety, or convenience is ________.

E.feature improvement

Which of the following is a marketing strategy associated with the decline stage of the product life cycle?

E.The firm reduces marginal services to cut costs.

Which of the following is an example of a producer advantage that might contribute to pioneer's advantage?

C.The pioneer owns scarce assets.

Sales of nylon have shown a ________ pattern because of the many new uses (such as parachutes, hosiery, shirts, carpeting, boat sails, and automobile tires) discovered over time.

C.scalloped PLC

The product life cycle stage where sales growth slows (due to the achievement of acceptance by most potential buyers) and profits stabilize or decline because of increased competition is the
________ stage.

A.maturity

A niche specialist that specializes in one type of customer, like a value-added reseller that customizes computer hardware and software for a specific customer segment and earns a price
premium in the process, is a(n) ________.

C.end-user specialist

The ________ market follower strategy takes the leader's products and adapts or improves them.

E.adapter

Pepsi used ________ when it launched Aquafina nationally (before Coca-Cola's launch of Dasani), when it purchased orange juice giant Tropicana in 1998, and when it purchased the owner of
Gatorade sports drink in 2000.

D.bypass attacks

In a(n) ________, an attacker matches its opponent's product, advertising, price, and distribution, and the side with greater resources generally wins.

C.frontal attack

When Canon grabbed a large chunk of Xerox's market by introducing desk copiers, it distanced itself from other challengers by ________.

E.attacking the market leader

Which of the following is a factor to consider when protecting, rather than increasing, market share through acquisition?

C.Whether to engage in a contraction defense

When Procter & Gamble used Gain and Cheer laundry detergents as outposts to protect a weak front or support a possible counterattack, they were using a ________.

D.flank defense

Bank of America's 16,220 ATMs and 5,858 retail branches nationwide envelop the market and signal to competitors not to attack, which is a ________.

D.preemptive defense

Which of the following is a characteristics of a reactive firm?

E.Most of its managers think responsively.

A(n) ________ marketer discovers solutions customers did not ask for but to which they enthusiastically respond.

E.creative

When Arm & Hammer discovered that some consumers used its baking soda as a refrigerator deodorant, it launched a heavy promotion campaign focusing on this use and succeeded in getting
half the homes in the United States to adopt it. This was an example of promoting ________ to increase market demand.

B.new ways to use the brand

When Starbucks extended its brand into coffee drinks and ice creams to reach customers who did not use its brand, it was using a ________ strategy.

C.new-market-segment
________ generally have a smaller market share than other players, and they are willing to maintain their share and not rock the boat.

B.Market followers

Historical ________ include Microsoft, Gatorade, Best Buy, McDonald's, Blue Cross Blue Shield, and Visa.

C.market leaders

After FedEx lost shares of its airborn delivery system to UPS, how did FedEx challenge UPS in the marketplace?

B.FedEx made a series of acquisitions to challenge UPS's market share.

The ________ level of the customer-value hierarchy, which includes brand positioning and competition in developed countries, involves preparation of a product that exceeds customer
expectations.

C.augmented product

________ are tangible goods that normally survive many uses like refrigerators, machine tools, and clothing.

C.Durable goods

Products such as smoke detectors, life insurance, cemetery plots, and gravestones are ________ because consumers normally do not think about buying them.

E.unsought goods

Wheat, cotton, livestock, and fruits and vegetables are examples of ________.

C.farm products

Which industrial-goods classification is characterized by limited supply, great bulk, and low unit value; must be moved from the producer to the user; are differentiated based on price and
delivery reliability; and are commonly distributed by long-term supply contracts?

A.Natural products

The ability to design custom jeans through Levi and create merchandise with your own images through Zazzle are examples of ________.

C.customization

________ is the degree to which all produced units are identical and meet promised specifications.

E.Conformance quality

For ________ to be valued for products like vehicles and kitchen appliances, it should not be associated with an excessive price premium, and the product must not be subject to rapid
technological obsolescence.

E.durability

Quick response systems (QRS) and global positioning systems (GPS) are associated with the ________ aspect of service differentiation.

B.delivery

________ (the totality of features that affect how a product looks, feels, and functions from a consumer perspective) offers functional and aesthetic benefits and appeals to both our rational and
emotional sides.

C.Design

The common denominators of luxury brands are quality and ________.

D.uniqueness

Which of the following is a key guideline when marketing luxury brands?

A.Brand architecture for luxury brands must be managed very carefully.

Levi-Strauss has a company policy of sustainability. To produce jeans with less water, what did Levi-Strauss do?

B.Taught farmers how to grow cotton with less water

A(n) ________, also called a stock-keeping unit or product variant, is distinguishable from other units by size, price, appearance, or some other attribute.

A.item

The ________ of a product mix (or product assortment) is the number of different product lines the company carries.

A.width

If the variants within the Tide product under P&G's detergent line included Tide with Acti-Lift, Tide Plus Febreze Freshness Sport, Tide Plus Febreze, Tide Free, Tide Plus Downy, Tide Coldwater,
Tide TOTALCARE, and Tide Free for Coldwater and all were available in pods, liquids, liquids for HE machines, and powder formats, the ________ of the product mix would be 32 because there
would be 32 distinct variants.

D.depth

Product-line analysis provides information for two key decision areas: product-line length and product-mix ________.

A.pricing

When Mercedes successfully introduced its C-Class cars at $30,000 without injuring its ability to sell other Mercedes cars for $100,000, it was an example of a successful ________.

A.down-market stretch

When Unilever eliminated three-quarters of its 1,600 distinct brands as part of its "Path to Growth" program, it was engaged in product-line ________.

C.pruning
A buyer of the 2013 Subaru Outback 2.5i could pay extra for four-way passenger seats, an All-Weather package, and a power moon roof because Subaru was using ________.

E.optional-feature pricing

Gillette uses ________ when it offers razor handles at a low cost, but places a high markup on the replacement razor blades that fit in the handles.

E.captive-product pricing

Which of the following is an example of a product-line extension?

C.Tide for use in cold water

Which of the following is a requirement for successful ingredient branding?

C.Consumers must believe the ingredient matters to the performance and success of the product.

The color ________, used by Garnier Fructis in the hair-care aisle, is associated with cleanliness, renewal, and freshness.

B.green

Which act, passed by Congress in 1967, set mandatory labeling requirements, encouraged voluntary industry packaging standards, and allowed federal agencies to set packaging regulations in
specific industries?

C.The Fair Packaging and Labeling Act

Which of the following is not an example of a descriptive characteristic used to define segments?

C.Consumer responses to benefits

Jeb separated people who wanted a high-quality car from people who wanted a low-priced car, then saw whether different characteristics were associated with each consumer-response
segment. Jeb was defining segments using ______________________ considerations.

D.behavioral

Companies that use _________________________ tailor marketing programs to the needs and wants of local customer groups in trading areas, neighborhoods, and local stores to get as close
and personally relevant to individual customers as possible.

D.grassroots marketing

When the Modern Museum of Art separated its consumers by whether they were culture oriented or outdoor oriented for its new exhibit on art that used natural materials, they were using
___________________ segmentation.

D.psychographic lifestyle

The fact that Honda ran ads depicting sexy college kids partying near the car at a beach, which attracted so many Baby Boomers that the average age of the Element buyer turned out to be 42, is
an illustration of the fact that Baby Boomers may be __________________________.

E.psychologically young

The age cohort that was raised with relative affluence, is technologically plugged in, is concerned with the environment and social issues, and shares a strong sense of independence and a
perceived immunity from marketing is known as ___________________.

C.Millennials

One of the approaches used to reach and persuade Gen Y customers, who are turned off by overt branding practices and "hard-sell" marketers, is the use of ________________________, like
the American Legacy Foundation's Truth Squad, which handed out T-shirts, bandanas, and dog tags at teen-targeted events.

B.street teams

_________________________ are the largest minority group in this country, with annual purchasing power estimated to be more than $1.5 trillion in 2015.

B.Hispanic Americans

__________________________ are the most fashion conscious of all racial and ethnic groups and are more likely to be influenced by their children when selecting a product for purchase and less
likely to be influenced by unfamiliar brands.

A.African Americans

Logo, MTV's television channel for _________________________, has 150 advertisers in a wide variety of product categories and is available in 40 million homes.

A.Gay and lesbian audiences

The horizontal dimension in the VALS framework is ________________________.

B.consumer motivation

The _______________ segment of the U.S. premium wine market skews male, has an average age of 35, and uses wine as a badge to say who they are, so they are willing to pay more to make
sure that they get the right bottle.

A.image seekers

The marketing funnel is used to break down consumers into different ____________________ stages.

D.buyer-readiness

Consumers who show no loyalty to any brand are called ________________.

C.switchers

The part of a flexible market offering that contains the product and service elements that all segment members value is the ______________________.

B.naked solution
The step in the segmentation process in which a segment storyboard is created to test the attractiveness of each segment's positioning strategy is __________________.

B.the segment "acid test"

The characteristic of useful market segments that relates to whether the segments can be effectively reached and served is whether the segment is ______________________.

D.accessible

Among the five forces, the ________________________ can be defended against by building win-win relationships with suppliers or using multiple supply sources.

D.threat of suppliers' growing bargaining power

The firm may also choose to score the potential segment using the criteria developed by Michael Porter, which determines the intrinsic long-run attractiveness of a market or market segment,
industry competitors, potential entrants, substitutes, buyers, and suppliers. These criteria make up the __________.

A.Porter's Five Forces Analysis

Very large firms like Microsoft, General Motors, and Coca-Cola can undertake a _____________________ strategy, covering the whole market either through differentiated or undifferentiated
marketing.

A.full-market coverage

The niche marketing strategy used by Tom's of Maine, which uses concentrated marketing, is in line with a ________________________ strategy.

D.single-segment concentration

When Henry Ford introduced the Model-T in only one color, his action epitomized which marketing strategy?

E.Undifferentiated marketing

Differentiated marketing leads to higher sales and _____________?

C.higher costs

In 2008, Sony BMG Music Entertainment agreed to pay $1 million as part of a settlement under what premise?

A.COPPA

Which of the following meets each customer's requirements long dash

to

prepare individually designed products, services programs, and communications?

B.Conducting mass customization

The guideline for marketing in an economic downturn, which General Mills recognized when it increased marketing expenditures for the 2009 fiscal year by 16%, resulting in an 8% increase in
revenues and a 4% increase in operating profit, was to ____. Answer explore the upside of increasing investment

When a fast food company was launched, it started offering only sandwiches. In an attempt to bring more customers, the company decided to continuously offer more items such as pizzas,
burgers, fried chicken, pasta, etc. This is an example of a ____marketing approach. Answer broadening

When Arm & Hammer discovered that some consumers used its baking soda as a refrigerator deodorant, it launched a heavy promotion campaign focusing on this use and succeeded in getting
half the homes in the United States to adopt it. This was an example of promoting ____ to increase market demand. answer new ways to use the brand

Which of the following is a factor to consider when protecting, rather than increasing, market share through acquisition? Answer Whether to engage in a contraction defense

In a(n) ____, an attacker matches its opponent's product, advertising, price, and distribution, and the side with greater resources generally wins. Answer frontal attack

When Canon grabbed a large chunk of Xerox's market by introducing desk copiers, it distanced itself from other challengers by ____. answer attacking the market leader

Phasing out unprofitable outlets and reducing communications to the minimal level needed to retain hard-core loyals indicates a product is in the ____ stage of the product life cycle. Answer
decline

Under Armour targeted women as a source of growth for a traditionally male-oriented brand. What growth strategy did Under Armour use? ANSWER Growth by innovating new products,
services, and experiences

Sales of nylon have shown a ____ pattern because of the many new uses (such as parachutes, hosiery, shirts, carpeting, boat sails, and automobile tires) discovered over time. ANSWER scalloped
PLC

Which of the following is a characteristics of a reactive firm? Most of its managers think responsively.

Historical ____ include Microsoft, Gatorade, Best Buy, McDonald's, Blue Cross Blue Shield, and Visa. Answer market leaders

As profits began to increase in the wireless business, a telecommunication company decided to reduce its sales force and to stop advertising for its land line products. The company also decided
to take profits from its land line business to supplement research and development for its wireless communications division. This is an example of ____. Answer harvesting

During the ____ stage of the product life cycle, the marketing objective is to maximize profit while defending market share.Answer maturity

Galaxy chocolate has successfully competed with Cadbury by positioning itself as "your partner in chocolate indulgence" and featuring smoother product shapes, more refined taste, and sleeker
packaging. What strategy is Galaxy chocolate using to grow? ANSWER Make the core of the brand as distinctive as possible.

When Procter & Gamble used Gain and Cheer laundry detergents as outposts to protect a weak front or support a possible counterattack, they were using a ____.. ANSWER flank defense

Which of the following is a less risky alternative growth strategy than expansion into new product categories? ANSWER Growing the core product line

During the ____ stage of the product life cycle, firms are likely to use cost-plus pricing. ANSWER introduction

After FedEx lost shares of its airborn delivery system to UPS, how did FedEx challenge UPS in the marketplace? ANSWER FedEx made a series of acquisitions to challenge UPS's market share.
Armani uses a three-tier product line differentiated based on style, luxury, customization, price, and distribution. During the recession, the lower-priced, younger, street-savvy third tier, Armani
Exchange, picked up the selling slack for the upper tiers. This is in line with the recommendation to ____ during an economic downturn. ANSWER fine-tune brand and product offerings

Which of the following is an example of a producer advantage that might contribute to pioneer's advantage? ANSWER

The pioneer owns scarce assets.

Where do some of the best growth opportunities for an organization come from? ANSWER A company's most successful existing products

Which one of the following is not true about growing the core of a firm's business? ANSWER A firm's unique capabilities can effectively translate to a new industry

Which of the following is a marketing strategy associated with the decline stage of the product life cycle? Answer The firm reduces marginal services to cut costs.

Bank of America's 16,220 ATMs and 5,858 retail branches nationwide envelop the market and signal to competitors not to attack, which is a ____. ANSWER preemptive defense

When Starbucks extended its brand into coffee drinks and ice creams to reach customers who did not use its brand, it was using a ____ strategy..ANSWER

new-market-segment

How can a company promote the growth of the organization and inhibit competition? ANSWER By reformulating product offerings several times

The ____ market follower strategy takes the leader's products and adapts or improves them. Answer adapter

The product life cycle stage where sales growth slows (due to the achievement of acceptance by most potential buyers) and profits stabilize or decline because of increased competition is the
____ stage.Answer maturity

A niche specialist that specializes in one type of customer, like a value-added reseller that customizes computer hardware and software for a specific customer segment and earns a price
premium in the process, is a(n) ____. Answer

end-user specialist

A company that manufactures artificial sweeteners intended for people with diabetes is considered a ____. ANSWER market nicher

Pepsi used ____ when it launched Aquafina nationally (before Coca-Cola's launch of Dasani), when it purchased orange juice giant Tropicana in 1998, and when it purchased the owner of
Gatorade sports drink in 2000..Answer bypass attacks

In a recession, marketers often focus on price reductions and discounts, which can harm long-term brand equity and price integrity. They should instead focus on ____. ANSWER creating the
most compelling value propositions

When a company looks ahead to needs customers may have in the near future, what kind of marketing skills are being adopted? ANSWER Anticipative marketing

After a market challenger defines its strategic objective, it must decide whom to attack. Which potential attack strategy enables the challenging firm to distance itself from other challengers?
ANSWER Attacking the market leader

How can marketers protect their niche-based company? ANSWER By creating multiple niches

Technological leapfrogging, which refers to strategies where the challenger patiently researches and develops the next technology, shifting the battleground to its own territory where it has an
advantage, is an example of _____. ANSWER bypass attack

During periods of slow growth, which of the following measures allows companies to put forth a compelling value proposition without harming long-term brand equity? ANSWER Reducing prices
in some categories while communicating about innovation and value to support premium prices in others

When a competitor allows another firm to bear the expense of developing a new product and getting it into distribution, before developing and marketing a similar product, what type of market
strategy is it using? ANSWER Product imitation

The ____ stage in a product life cycle has low profit margins and slow sales. ANSWER introduction

In times of economic recession, firms that received the most benefit ____ were often those best able to exploit a marketplace advantage, a weakened rival, or development of a neglected target
market. ANSWER from increasing marketing investments

When the total market expands, who is likely to gain the most? ANSWER The dominant firm

While the innovator bears the expense of developing the new product, another firm can come along and improve on the new product. Although it may not overtake the leader, the follower can
achieve high profits because it did not bear any of the innovation expense. This is an example of_____ strategy. ANSWER innovative imitation

When seeking more product usage from new customers, which potential user group strategy consists of those who have never used the product? ANSWER New-market segment strategy

When working to expand total market demand, which expansion scheme enables a firm to capitalize on mature markets and emerging markets? ANSWER Maintain strength in traditional markets
while targeting new customers.

A ____ is a currently accepted or popular style in a given field. ANSWER fashion

A market challenger attacks the market leader and other competitors in an aggressive bid for more market share. Challengers must choose ____. ANSWER an attack strategy

Which of the following is a disadvantage for a producer pioneering a new brand to an exclusive or high-end target market? ANSWER Customer inertia

The product life cycle is typically divided into four stages: introduction, growth, maturity, and decline. The product life cycle can be used to analyze ____ and their life cycle stage. ANSWER
product categories, product forms, products, and brands

Market followers that improve a product for a new market are ____. ANSWER adapters

How can a small firm avoid competing with larger firms in markets of little or no interest to the larger firm? ANSWER Niche marketing

____ is least likely to contribute to gaining a pioneering advantage and ensuring market survival? ANSWER Asset protection

When the total market expands, the dominant firm gains the most. In general, the market leader should ____ to both expand and defend market share. ANSWER

look for new customers or more usage from existing customers

Firms that avoid competition with large firms in the same industry do so by developing ____ markets. ANSWER niche

An alternative strategy to being a follower is to be a leader in small market or niche. The key idea in successful nichemanship is ____. ANSWER the use of specialization
A company's ___ and ___ strategies must change as the product, markets, and competitors change over the product life cycle (PLC). ANSWER positioning; differentiation

How do dominant firms expand total market demand? ANSWER

By finding ways to expand total market demand, taking defensive and offensive actions, and increasing market share

Even though a niche has a low market share, what is the advantage to developing the niche market? ANSWER Niche markets are highly profitable.

A market challenger must first ___, and then it must decide ___. ANSWER define its strategic objective; whom to attack

Many colleges around the country have banned the sale of plain bottled water. What has the bottled water been replaced with? ANSWER Hydration stations

Luxury marketers are learning that, as for all marketers, success depends on getting the right balance of classic and contemporary imagery and ____ in marketing programs and activities.
ANSWER continuity and change

How do luxury brands communicate pricing strategy? ANSWER With strong quality cues and few discounts

Product design is a competitive force for a company's products and services because it offers an important way to ____. ANSWER differentiate and position

Marketers need to include ____ in a competitively attractive market offering in order to satisfy consumer needs or wants. ANSWER product features and quality, service mix and quality, and price

How much plastic is used in disposable water bottles per year? ANSWER 2.7 million tons

A data-driven approach to design, which includes three phases: observation, ideation, and implementation, is known as ____. ANSWER design thinking

In addition to changing the manufacturing process, what other steps are manufacturers taking to be more environmentally friendly? ANSWER Changing ingredients that go in to products

Good design factors should penetrate all aspects of the ____ so that all design aspects work together. ANSWER marketing program

Why do value-driven companies like McDonald's, Walmart, and IKEA benefit more than others during periods of slow economic growth? ANSWER These brands target the lower end of the
socioeconomic spectrum.

The physical attribute of ____ can make a brand experience seem more rewarding. ANSWER design

Products that consumers characteristically compare on bases such as suitability, quality, price, and style can be classified as which type of consumer goods? ANSWER Shopping goods

Each type of product has an appropriate marketing mix strategy. Marketers classify products on the basis of ____. ANSWER durability, tangibility, and use (consumer/industrial)

Why do environmental issues matter to producers of goods? ANSWER Because environmental concerns matter to consumers.

Which one of the following are long-lasting goods that facilitate developing or managing the finished product? ANSWER Capital items

The common denominator in luxury brands is ____. ANSWER quality and uniqueness

When determining effective marketing strategies in a slow-growth economy, which strategy enables the elimination of sacred cows that no longer yield results? ANSWER Review budget
allocations.

What is the slogan Samsung uses in its Design 3.0 philosophy? ANSWER "Make It Meaningful"

Which of the following is the least effective way to market luxury brands? ANSWER Use discounts to attract new customers.

In the post-9/11 recession, Procter & Gamble divested stagnant brands to concentrate on higher-growth opportunities. What marketing strategy did Proctor & Gamble employ? ANSWER Fine-
tuning brand and product offerings

The totality of features that affect the way a product looks, feels, and functions is called ____. ANSWER design

Why do luxury brands attempt to wrap personal experiences with a product through such venues as fashion shows? ANSWER To encourage the customer to feel closer to the brand

A product is anything that can be offered to a market to ____, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas. ANSWER
satisfy a want or need

A product which encompasses all the possible augmentations and transformations the product or offering might undergo in the future is a(n) ___________ ANSWER the potential product

In addition to keeping plastic out of landfills, ____ is being saved by using glass bottles that are refillable instead of plastic bottles that are recyclable. ANSWER oil

In addition to brand, ____ is a key competitive advantage for luxury products. ANSWER image

For co-branding to succeed, the two brands ____ (adequate brand awareness and a sufficiently positive brand image). ANSWER separately must have brand equity

Which one of the following is an objective of packaging? ANSWER Packaging should facilitate product transportation and protection.

Which company is known for making sustainability a company-wide priority and has several products that reflect that philosophy? ANSWER Levi-Strauss

A distinctive unit within a brand or product line distinguishable by size, price, appearance, or some other variable is a(n) _____. ANSWER item

When firms use fixed fees plus a variable usage fee, ____ pricing strategy is being used. ANSWER two-part pricing

The location of various product lines of a company, along with the product lines of competitors, can be found where? ANSWER On a product map

For co-branding to succeed, the two brands ____ (adequate brand awareness and a sufficiently positive brand image). ANSWER separately must have brand equity ANSWER co-branding

Most physical products have to be packaged and labeled. Most marketers, however, treat packaging and labeling as elements of ____. ANSWER the product strategy

Warranties and guarantees are most effective at reducing the buyer's perceived risk in what two situations? ANSWER When the company or product is not well known or when the product's
quality is superior to the competition

Packaging must go through ____ tests to make sure it is attractive and easy-to-handle. ANSWER dealer

____ is the most important requirement for co-brands to succeed.ANSWER A logical fit between the two brands

Which one of the following factors does not contribute to the use of packaging as a marketing tool? ANSWER Manager preference

When considering the product hierarchy, ____ is the core issue that underlies the existence of a product family. ANSWER need family
Which of the following is a disadvantage to co-branding? ANSWER Becoming aligned with another brand in consumers' minds

____ are the four product-mix dimensions that permit a company to expand its business. ANSWER Adding new product lines, lengthening each product line, adding more variants, and pursuing
more product-line consistency

The terms "width," "length," "depth," and "consistency" refer to ____. ANSWER the dimensions of the product mix

A special case of co-branding that creates brand equity for material, components or parts that are necessarily contained within other brand products is called _____. ANSWER Ingredient co-
branding

The main advantage to co-branding is that a product might be ____. ANSWER convincingly positioned by virtue of the multiple brands involved

The ____ is a formal statement of expected product performance. ANSWER warranty

How can a company promote the growth of the organization and inhibit competition? By reformulating product offerings several times

Which of the following is a less risky alternative growth strategy than expansion into new product categoriesGrowing the core product line

Which one of the following is not true about growing the core of a firm's businessA firm's unique capabilities can effectively translate to a new industry

Where do some of the best growth opportunities for an organization come fromA company's most successful existing products

Galaxy chocolate has successfully competed with Cadbury by positioning itself as "your partner in chocolate indulgence" and featuring smoother product shapes, more refined taste, and sleeker
packaging. What strategy is Galaxy chocolate using to grow?Make the core of the brand as distinctive as possible.

Under Armour targeted women as a source of growth for a traditionally male-oriented brand. What growth strategy did Under Armour use?Growth by innovating new products, services, and
experiences

When the total market expands, the dominant firm gains the most. In general, the market leader should ____ to both expand and defend market share look for new customers or more usage
from existing customers

When the total market expands, who is likely to gain the most? The dominant firm

How do dominant firms expand total market demand? By finding ways to expand total market demand, taking defensive and offensive actions, and increasing market share

When seeking more product usage from new customers, which potential user group strategy consists of those who have never used the product? New-market segment strategy

When working to expand total market demand, which expansion scheme enables a firm to capitalize on mature markets and emerging markets? Maintain strength in traditional markets while
targeting new customers.

When a company looks ahead to needs customers may have in the near future, what kind of marketing skills are being adopted?Anticipative marketing

A market challenger must first ___, and then it must decide ___ define its strategic objective; whom to attack

A market challenger attacks the market leader and other competitors in an aggressive bid for more market share. Challengers must choose ____ an attack strategy

After a market challenger defines its strategic objective, it must decide whom to attack. Which potential attack strategy enables the challenging firm to distance itself from other challengers .
Attacking the market leader

Technological leapfrogging, which refers to strategies where the challenger patiently researches and develops the next technology, shifting the battleground to its own territory where it has an
advantage, is an example of _____bypass attack

When a competitor allows another firm to bear the expense of developing a new product and getting it into distribution, before developing and marketing a similar product, what type of market
strategy is it using Product imitation

Market followers that improve a product for a new market are ____adapters

How can a small firm avoid competing with larger firms in markets of little or no interest to the larger firm? Niche marketing

An alternative strategy to being a follower is to be a leader in small market or niche. The key idea in successful nichemanship is ____. the use of specialization

Firms that avoid competition with large firms in the same industry do so by developing ____ markets.niche

Even though a niche has a low market share, what is the advantage to developing the niche market?Niche markets are highly profitable

How can marketers protect their niche-based company?By creating multiple niches

While the innovator bears the expense of developing the new product, another firm can come along and improve on the new product. Although it may not overtake the leader, the follower can
achieve high profits because it did not bear any of the innovation expense. This is an example of_____ strategy. innovative imitation

A company's ___ and ___ strategies must change as the product, markets, and competitors change over the product life cycle (PLC) positioning; differentiation

The product life cycle is typically divided into four stages: introduction, growth, maturity, and decline. The product life cycle can be used to analyze ____ and their life cycle stage.product
categories, product forms, products, and brands

The ____ stage in a product life cycle has low profit margins and slow sales. Introduction

A ____ is a currently accepted or popular style in a given field. fashion

Which of the following is a disadvantage for a producer pioneering a new brand to an exclusive or high-end target market?Customer inertia

____ is least likely to contribute to gaining a pioneering advantage and ensuring market survival?Asset protection

In times of economic recession, firms that received the most benefit ____ were often those best able to exploit a marketplace advantage, a weakened rival, or development of a neglected target
market.from increasing marketing investments

In a recession, marketers often focus on price reductions and discounts, which can harm long-term brand equity and price integrity. They should instead focus on ____. creating the most
compelling value propositions

During periods of slow growth, which of the following measures allows companies to put forth a compelling value proposition without harming long-term brand equity? Reducing prices in some
categories while communicating about innovation and value to support premium prices in others
When determining effective marketing strategies in a slow-growth economy, which strategy enables the elimination of sacred cows that no longer yield results? Review budget allocations.

In the post-9/11 recession, Procter & Gamble divested stagnant brands to concentrate on higher-growth opportunities. What marketing strategy did Proctor & Gamble employ? In the post-9/11
recession, Procter & Gamble divested stagnant brands to concentrate on higher-growth opportunities. What marketing strategy did Proctor & Gamble employ?

Why do value-driven companies like McDonald's, Walmart, and IKEA benefit more than others during periods of slow economic growth? These brands target the lower end of the socioeconomic
spectrum

When a company meets each customer's requirements to prepare individually designed products, services, programs and communication, what kind of product differentiation does it achieve?
ansswer Customization

[20:59, 05.04.2020] Serkan: A product is anything that can be offered to a market to ____, including physical goods, services, experiences, events, persons, places, properties, organizations,
information, and ideas. satisfy a want or need

[20:59, 05.04.2020] Serkan: Each type of product has an appropriate marketing mix strategy. Marketers classify products on the basis of ____.

durability, tangibility, and use (consumer/industrial)

[20:59, 05.04.2020] Serkan: Marketers need to include ____ in a competitively attractive market offering in order to satisfy consumer needs or wants.

product features and quality, service mix and quality, and price

[20:59, 05.04.2020] Serkan: A product which encompasses all the possible augmentations and transformations the product or offering might undergo in the future is a(n) ___________

the potential product

[20:59, 05.04.2020] Serkan: Products that consumers characteristically compare on bases such as suitability, quality, price, and style can be classified as which type of consumer goods?

Shopping goods

[20:59, 05.04.2020] Serkan: Which one of the following are long-lasting goods that facilitate developing or managing the finished product?

Capital items

[20:59, 05.04.2020] Serkan: For a product to be branded, it must be differentiated. Which of the following most fully lists potential ways to differentiate? Form, features, customization,
performance quality, conformance quality, durability, reliability, repairability, and style

[20:59, 05.04.2020] Serkan: When the physical product cannot easily be differentiated, the key to competitive success might be ____ and improving their quality.

in adding valued services

[20:59, 05.04.2020] Serkan: When a company meets each customer's requirements to prepare individually designed products, services, programs and communication, what kind of product
differentiation does it achieve?

Customization

[20:59, 05.04.2020] Serkan: Work done to make a product operational in its planned location takes place during which type of service differentiation practice?

Installation

[20:59, 05.04.2020] Serkan: The level at which a good or service's primary characteristics operate is considered to be the ____ of a product. performance quality

[20:59, 05.04.2020] Serkan: Which of the following are means of differentiating products?

Features, reliability, conformance quality, and style

[20:59, 05.04.2020] Serkan: Product design is a competitive force for a company's products and services because it offers an important way to ____.

differentiate and position

[20:59, 05.04.2020] Serkan: Good design factors should penetrate all aspects of the ____ so that all design aspects work togethe marketing program

[20:59, 05.04.2020] Serkan: The physical attribute of ____ can make a brand experience seem more rewarding. design

[20:59, 05.04.2020] Serkan: The totality of features that affect the way a product looks, feels, and functions is called ____. design

[20:59, 05.04.2020] Serkan: What is the slogan Samsung uses in its Design 3.0 philosophy?

"Make It Meaningful"

[20:59, 05.04.2020] Serkan: A data-driven approach to design, which includes three phases: observation, ideation, and implementation, is known as ____

design thinking

[20:59, 05.04.2020] Serkan: Which of the following is the least effective way to market luxury brands? Use discounts to attract new customers.

[20:59, 05.04.2020] Serkan: Why do luxury brands attempt to wrap personal experiences with a product through such venues as fashion shows? To encourage the customer to feel closer to the
brand

[20:59, 05.04.2020] Serkan: In addition to brand, ____ is a key competitive advantage for luxury products.

image

[20:59, 05.04.2020] Serkan: The common denominator in luxury brands is ____. quality and uniqueness

[20:59, 05.04.2020] Serkan: Luxury marketers are learning that, as for all marketers, success depends on getting the right balance of classic and contemporary imagery and ____ in marketing
programs and activities.

continuity and change

[20:59, 05.04.2020] Serkan: How do luxury brands communicate pricing strategy? With strong quality cues and few discounts
[20:59, 05.04.2020] Serkan: In addition to changing the manufacturing process, what other steps are manufacturers taking to be more environmentally friendly?Changing ingredients that go in to
products

[20:59, 05.04.2020] Serkan: Many colleges around the country have banned the sale of plain bottled water. What has the bottled water been replaced with? Hydration stations

[20:59, 05.04.2020] Serkan: Why do environmental issues matter to producers of goods?

Because environmental concerns matter to consumers

[20:59, 05.04.2020] Serkan: How much plastic is used in disposable water bottles per year?

2.7 million tons

[20:59, 05.04.2020] Serkan: In addition to keeping plastic out of landfills, ____ is being saved by using glass bottles that are refillable instead of plastic bottles that are recyclable. .

oil

[20:59, 05.04.2020] Serkan: Which company is known for making sustainability a company-wide priority and has several products that reflect that philosophy?

Levi-Strauss

[20:59, 05.04.2020] Serkan: The terms "width," "length," "depth," and "consistency" refer to ____.

the dimensions of the product mix

[20:59, 05.04.2020] Serkan: ____ are the four product-mix dimensions that permit a company to expand its business.

Adding new product lines, lengthening each product line, adding more variants, and pursuing more product-line consistency

[20:59, 05.04.2020] Serkan: When considering the product hierarchy, ____ is the core issue that underlies the existence of a product family. need family

[20:59, 05.04.2020] Serkan: A distinctive unit within a brand or product line distinguishable by size, price, appearance, or some other variable is a(n) _____. item

[20:59, 05.04.2020] Serkan: The location of various product lines of a company, along with the product lines of competitors, can be found where?

On a product map

[20:59, 05.04.2020] Serkan: When firms use fixed fees plus a variable usage fee, ____ pricing strategy is being used. two-part pricing

[20:59, 05.04.2020] Serkan: The main advantage to co-branding is that a product might be ____.

convincingly positioned by virtue of the multiple brands involved

[20:59, 05.04.2020] Serkan: For co-branding to succeed, the two brands ____ (adequate brand awareness and a sufficiently positive brand image).

separately must have brand equity

[20:59, 05.04.2020] Serkan: When two or more well-known brands are combined into a joint product or marketed together in some fashion, ____ is taking place. co-branding

[20:59, 05.04.2020] Serkan: A special case of co-branding that creates brand equity for material, components or parts that are necessarily contained within other brand products is called _____.

Ingredient co-branding

[20:59, 05.04.2020] Serkan: Which of the following is a disadvantage to co-branding?

Becoming aligned with another brand in consumers' minds

This is the correct answer.

[20:59, 05.04.2020] Serkan: ____ is the most important requirement for co-brands to succeed.

A logical fit between the two brands

[20:59, 05.04.2020] Serkan: Most physical products have to be packaged and labeled. Most marketers, however, treat packaging and labeling as elements of ____.

the product strategy

[20:59, 05.04.2020] Serkan: Warranties and guarantees are most effective at reducing the buyer's perceived risk in what two situations? When the company or product is not well known or
when the product's quality is superior to the competition

[20:59, 05.04.2020] Serkan: Packaging must go through ____ tests to make sure it is attractive and easy-to-handle. dealer

[20:59, 05.04.2020] Serkan: Which one of the following factors does not contribute to the use of packaging as a marketing tool?

Manager preference

[20:59, 05.04.2020] Serkan: The ____ is a formal statement of expected product performance.warranty

[20:59, 05.04.2020] Serkan: Which one of the following is an objective of packaging?

Packaging should facilitate product transportation and protection.