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Chapter 11 MANAGING PRODUCTS, SERVICES, AND BRANDS Test Item Table Major Section of the Chapter Level of Learning Level 1: Definition (Knows Basic Terms & Facts) Level 2: Conceptual (Understands Concepts & Principles) Level 3: Application (Applies Principles) Gatorade: A Thirst for Competition (pp. 233-234) 1, 2 The Product Life Cycle (pp. 234-241) 3, 4, 12, 15, 16, 20, 24, 36, 52, 53, 55, 59, 64, 66, 69, 72, 73, 74, 75, 76, 202 5, 6, 8, 14, 18, 22, 26, 27, 32, 33, 34, 37, 38, 39, 40, 43, 44, 45, 47, 54, 56, 57, 58, 60, 61, 62, 68, 70, 71, 201, 203, 204, 205, 206 7, 9, 10, 11, 13, 17, 19, 21, 23, 25, 28, 29, 30, 31, 35, 41, 42, 46, 48, 49, 50, 51, 63, 65, 67, 77, 78, 79, 80, 81, 82 Managing the Product Life Cycle (pp. 241-243) 83, 87, 94, 104, 106, 107, 108 93, 95, 103, 207, 209 84, 85, 86, 88, 89, 90, 91, 92, 96, 97, 98, 99, 100, 101, 102, 105, 109, 208 Branding and Brand Management (pp. 244-249) 110, 111, 112, 114, 117, 136, 137, 138, 139, 140, 145, 150, 151, 153, 155, 157, 158, 161, 162, 211 116, 118, 119, 120, 121, 122, 123, 124, 125, 126, 127, 128, 129, 130, 131, 132, 133, 147, 148, 149, 160, 210, 212, 213, 214, 215 113, 115, 134, 135, 141, 142, 143, 144, 146, 152, 154, 156, 159 Creating Customer Value Through Packaging and Labeling (pp. 249-250) 163, 164, 169, 170, 171 165, 166, 167, 168, 172, 216 173, 174, 175 Managing the Marketing of Services (p. 250-252) 182, 187, 188, 196, 197 176, 177, 178, 179, 184, 185, 186, 191, 192, 194, 195, 198, 217, 218 180, 181, 183, 189, 190, 193 Video Case: BMW: Newness and the Product Life Cycle (pp. 254-255) 199, 200 Note: Bold numbers indicate short essay questions. 653 CHAPTER 11 MANAGING PRODUCTS, SERVICES, AND BRANDS MULTIPLE CHOICE QUESTIONS 11-1 CHAPTER OPENING EXAMPLE: GATORADE CONCEPTUAL Which of the following statements about Gatorade is true? a. Michael Jordan has been a Gatorade spokesperson. b. International opportunities were vigorously pursued. c. Distribution of Gatorade expanded first to include convenience stores and supermarkets. d. The original Gatorade was a liquid with a lemon-lime flavor. e. All of the above statements about Gatorade are true. Answer: e Page: 233 Rationale: Stokely-Van Camp Co. bought the Gatorade formula in 1967. When Quaker Oats purchased Stokely-Van Camp in 1983, executives quickly grew sales through a variety of means including those mentioned above. 11-2 CHAPTER OPENING EXAMPLE: GATORADE CONCEPTUAL Which of the following statements about Gatorade is true? a. Gatorade began as a rehydration beverage for a football team. b. Gatorade has plans to expand to the Latin American market before the end of this decade. c. Gatorade was first only available through catalogs or mail order. ... View Full Document

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