Question 1

organization's use of a name,phrase,design,symbol,or combination of these to identify its products and distinguish them from those of competitors is referred to as __________.

Accepted Answer

Branding refers to the use of a name, phrase, design, symbol, or combination of these to identify a product and distinguish it from competitors.

Question 2

Trading up refers to __________.

Accepted Answer

Trading up refers to adding value to the product (or line) through additional features or higher-quality materials. This can result in higher prices and better profit margins.

Question 3

word,device (design,sound,shape,or color),or combination of these used to distinguish a seller's goods or services is referred to as a __________.

Accepted Answer

The answer of word,device (design,sound,shape,or color),or combination of these used...

Question 4

Reducing the number of features,qualities,or price when repositioning a product is referred to as __________.

Accepted Answer

Trading down refers to the strategy of reducing certain aspects of a product, such as features, quality or price, in order to reposition it and target a new and lower-priced market segment. Product paring and product simplification are similar concepts, but not specifically tied to repositioning. Down trading and product deflation are not commonly used terms in marketing strategy.

Question 5

Ralston Purina advertises with the following slogan: "Your Pet,Our Passion-Premium Pet Food by Purina." They offer high quality,super-premium cat and dog food based on formulations that promote "life stage nutrition." This is an example of __________.

Accepted Answer

Trading up refers to offering a high-end or premium version of a product or service. Purina's focus on life stage nutrition and offering super-premium pet food options indicates that they are trading up and trying to position themselves as a premium brand in the marketplace.

Question 6

Downsizing reduces the __________.

Accepted Answer

The answer of Downsizing reduces the __________.
...

Question 7

strategy of trading down involves __________.

Accepted Answer

The strategy of trading down involves reducing the number of features, quality, or price of a product to target a more price-sensitive market. This allows companies to compete with lower-priced alternatives and attract customers who are looking to spend less.

Question 8

Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price.Georgia-Pacific used a __________ strategy.

Accepted Answer

Georgia-Pacific used a downsizing strategy by reducing the content of the Brawny paper towel six-roll pack by 20 percent without lowering the price. This allowed them to reduce costs and increase profits.

Question 9

Adding value to the product (or line)through additional features or higher-quality materials is referred to as __________.

Accepted Answer

The answer of Adding value to the product (or line)through...

Question 10

Sealy,the self-proclaimed largest manufacturer of mattresses in the U.S.,recently set out to redefine its place in the bedrooms of America.No longer was it going to be known as simply a mattress company.Now the name Sealy was going to be known as the world's leading "sleep wellness provider." This is an example of __________.

Accepted Answer

The company is repositioning itself by changing the way it is perceived by customers from being just a mattress company to being a sleep wellness provider.

Question 11

Proctor and Gamble repositioned its Old Spice anti-perspirant brand from a deodorant your grandfather might use to a strong,hip anti-perspirant through commercials that showed the target market of 18- to 30-year-old men advocating its use and through a money-back guarantee.P&G used this repositioning strategy with its Old Spice brand anti-perspirant to __________

Accepted Answer

Proctor and Gamble repositioned its Old Spice anti-perspirant brand to reach a new market of 18- to 30-year-old men, indicating that the company aimed to expand its customer base and capture a new segment of the market.

Question 12

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in __________.

Accepted Answer

Consumer advocates believe that downsizing is a subtle, deceptive, yet legal practice of increasing the price. While the size of the product may be smaller, the price remains the same or is even raised. This can ultimately hurt consumers who are unaware of the downsizing and purchasing an inferior product.

Question 13

term branding refers to __________.

Accepted Answer

Term branding refers to the use of a name, logo, design or symbol to identify a product and differentiate it from competitors' products. It is a marketing strategy used by organizations to establish their presence in the market and increase their brand equity.

Question 14

Johnson & Johnson effectively repositioned St.Joseph Aspirin as a product for infants to an adult low-strength aspirin to reduce the risk of heart attacks.This is an example of repositioning by __________.

Accepted Answer

Repositioning involves changing the perception of a product in the minds of consumers. In this case, Johnson & Johnson changed the target market for St. Joseph Aspirin from infants to adults, which is an example of reaching a new market.

Question 15

its recent "You're not you when you're hungry-Snickers satisfies" TV ad,Mars,the maker of the Snickers candy bar,repositioned Snickers from a candy bar dessert-like food to a snack food that can satisfy hunger.Mars used this repositioning strategy with its Snickers brand to __________.

Accepted Answer

The repositioning strategy used by Mars with the Snickers brand was aimed at reaching a new target market segment, those who are looking for a snack food to satisfy their hunger instead of a candy bar dessert-like food. This suggests that Mars was not reacting to a competitor's position or catching a rising trend, nor implementing a global strategy, but rather changing the value offered to its customers by presenting Snickers as a snack food that can satisfy hunger.

Question 16

many years,Kellogg's Frosted Flakes,a ready-to-eat breakfast cereal,was perceived as a cereal for children.Tony the Tiger,a cartoon character,extolled Frosted Flakes,and advertisements depicted children enjoying the product with Tony in competitive situations.Recently,in response to declining sales of Frosted Flakes,the cereal-maker has adopted a new series of advertisements that show adults admitting that they enjoy Frosted Flakes,too.Kellogg's is attempting to __________.

Accepted Answer

Kellogg's is trying to reposition Frosted Flakes from being perceived as a breakfast cereal for children to being acceptable for adults as well, in order to boost sales.

Question 17

Trading down refers to __________ when repositioning a product.

Accepted Answer

The answer of Trading down refers to __________ when repositioning...

Question 18

Pretzels were first introduced as a salty snack.Later,the product was repositioned as a low-fat snack in order to __________.

Accepted Answer

The answer of Pretzels were first introduced as a salty...

Question 19

aging baby boomer population has led to increased interest in developing and marketing products to satisfy the needs of this large market.As a result,moisturizing lotions and creams like Oil of Olay are now positioned as "age-defying" products.This is an example of which of repositioning action?

Accepted Answer

The repositioning action of reaching a new market involves targeting a different demographic or consumer group, in this case, the aging baby boomer population, by marketing products like moisturizing lotions as "age-defying" to appeal to their specific needs.

Question 20

Reducing the package content without changing package size while maintaining or increasing the package price is referred to as __________.

Accepted Answer

Downsizing refers to reducing the quantity of product in a package while maintaining or increasing the price, often without changing the package size.

Quiz 11: Managing Successful Products,Services,and Brands