Chap011 - CHAPTER 11 MANAGING PRODUCTS AND BRANDS MULTIPLE...

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CHAPTER 11 MANAGING PRODUCTS 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. Gatorade is the official sports drink of Major League Baseball. 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: 293-294 Rationale: The chapter opening example provides a description of Gatorade’s success. 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. d. The Federal Trade Commission protects the Gatorade brand name from becoming generic. e. All of the above statements about Gatorade are true. Answer: a Page: 293-294 Rationale: The University of Florida concocted the beverage in 1965 as a rehydration beverage for the school’s football team. Chewing gum as a brand extension was introduced much later. Gatorade is sold in 47 countries including Latin America. Gatorade was first distributed through convenience stores and supermarkets. Companies are responsible for protecting their own brand names. 11-3 PRODUCT LIFE CYCLE DEFINITION A concept that describes the stages a new product goes through in the marketplace— introduction, growth, maturity, and decline— is called: a. the retail life cycle. b. the product life cycle. c. the marketing mix. d. the product growth cycle. e. product commercialization. Answer: b Page: 294 Other Locations: SG Rationale: Key term definition—product life cycle 622
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11-4 INTRODUCTION STAGE DEFINITION The stage of the product life cycle when a product is first commercialized to its intended target market is called the _____ stage. a. growth b. commercialization c. launch d. introduction e. awareness-trial Answer: d Page: 294 Rationale: Commercialization is not a stage in the PLC. 11-5 INTRODUCTION STAGE CONCEPTUAL Lack of profit in the introductory stage of the product life cycle is very often the result of: a. insufficient allocation of resources to the marketing mix. b. poor selection of distribution channels. c. high taxes. d. large investment costs in product development. e. ineffective execution of the marketing program. Answer: d Page: 294-295 Other Locations: W Rationale: The lack of profit is often a result of the large costs of product development.
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Chap011 - CHAPTER 11 MANAGING PRODUCTS AND BRANDS MULTIPLE...

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