Marketing Final Exam

1 ref 161 thinking key cbe model product obj 10 3 top

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: e environment. Which of the following strategies would best allow the company to accomplish this goal? a. Contraction of the number of services offered by the utility company b. Adding new services to its product line c. Repositioning d. Disintermediation e. Use of product cannibalization ANS: C Repositioning is a firm’s attempt to change customer perceptions of a product. PTS: 1 REF: 161 Thinking KEY: CB&E Model Product OBJ: 10-3 TOP: AACSB Reflective MSC: BLOOMS Application 57. Apple Computer, Inc. recently dropped “Computer” from the company’s name to become Apple, Inc. This was a part of its _____ away from simply being perceived as a computer company. a. quality modification b. aesthetic modification c. demarketing d. repositioning e. functional extension ANS: D Repositioning involves changing consumers’ perceptions of a product. PTS: 1 REF: 161 Thinking KEY: CB&E Model Product OBJ: 10-3 TOP: AACSB Reflective MSC: BLOOMS Application 58. Over the years Cadillac has become to be thought of as “your grandparent’s car.” The new Cadillac ads showing a beautiful young woman driving a Cadillac along with the statement, “When you turn your car on, does it turn you on?” This is an example of marketing designed to help _____ Cadillac as a car for today’s younger driver. a. diversify b. reposition c. develop d. expand e. display ANS: B Repositioning is changing consumers’ perceptions about a brand. PTS: 1 REF: 161 Thinking KEY: CB&E Model Product OBJ: 10-3 TOP: AACSB Reflective MSC: BLOOMS Application 59. Adding additional products to an existing product line in order to compete more broadly in the industry is referred to as: a. product line extension b. product modification c. planned obsolescence d. repositioning e. cannibalization ANS: A This is the definition of product line extension. PTS: 1 REF: 161 Thinking KEY: CB&E Model Product OBJ: 10-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 60. In terms of sales and market share, Rexona is the number one brand of deodorant worldwide. Since its creation in Australia in 1908, it has added an antiperspirant, a stick deodorant, Rexona for Men, Rexona for Women, Rexona for Teens, and Rexona Skin Friendly. These additions are examples of: a. product line extensions b. product portfolio width adjustments c. product item contractions d. SBU expansions e. product mix widths ANS: A Product line extension occurs when a firm adds a product to an existing product line to compete more broadly in the industry. PTS: 1 REF: 161 Thinking KEY: CB&E Model Product OBJ: 10-3 TOP: AACSB Reflective MSC: BLOOMS Application 61. When Crest introduced Crest for Kids, this was an example of a _____ strategy. a. repositioning b. product line extension c. cannibalization d. disintermediation e. demarketing ANS: B Product line extension is the adding of additional products to an existing product line in order to compete more broadly in the industry. PTS: 1 REF: 161 Thinking KEY: CB&E Model Product...
View Full Document

Ask a homework question - tutors are online