MKTG 409 Test 2 MindTap Study Guide – Marketing Research, Consumer Behavior &
Segmentation Review
McDonald's golden arches are a classic example of a - correct answer ✔✔Brand mark
As Jessica enters Audio Jetz car electronics department, she is asked by the salesperson if she
has seen the new plug-in cell phones with coffee-warming app. She answers that she didn't
know that this type of app for cars was available. Based on this information, she is now in what
stage of the product adoption process for this item? - correct answer ✔✔Awareness
When Clorox introduced bleach in a no-drip bottle, the firm was taking action consistent with its
product being in the ____ stage of the product life cycle. - correct answer ✔✔Maturity
One of Cole's responsibilities as a marketing manager for a motorcycle parts manufacturer is to
maintain market share. Cole believes that the company's products are most likely in the
maturity stage of the product life cycle. In order to maintain market share, Cole should suggest
that the company requires - correct answer ✔✔moderate to large advertising expenditures
Dannon Yogurt represents what type of product for most consumers? - correct answer
✔✔Convenience
A product that is simply labeled with the product category is considered a - correct answer
✔✔generic brand.
What is the most protectable brand type as determined by a series of court decisions? - correct
answer ✔✔Fanciful
Kleenex Boutique is a ____ of tissues made by the Kimberly-Clark Corporation. - correct answer
✔✔Brand Name
, Which of the following issues is least important in using co-branding effectively? - correct
answer ✔✔The brands involved should be owned by different companies.
R. J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and
Salem. This is an example of which type of branding policy? - correct answer ✔✔Individual
Ideally, test marketing should follow which stage in the new-product development process? -
correct answer ✔✔Product development
Clive is an engineer involved in the product development of a new plastic laminate that would
be sold to manufacturers of kitchen counter tops. Currently, Clive and his colleagues are
considering the potential for profitability of the new product. They are likely in the ____ phase
of the new product development process. - correct answer ✔✔Business Analysis
Elena recently purchased a pair of sunglasses because she liked their quality, styling, and price.
Her friend Katie purchased an almost identical pair, except that Katie's sunglasses had the name
"Armani" imprinted on the side. Elena probably based her purchase decision on ____, whereas
Katie apparently based her decision on ____. - correct answer ✔✔real product differences;
perceived product image
In product modification, three conditions must be met to improve a firm's product mix: the
product must be modifiable, customers must be able to perceive that a modification has been
made, and - correct answer ✔✔modification should make the product more consistent with
customers' desire
Early in the commercialization phase, marketers must make decisions about - correct answer
✔✔warranties, repairs, and replacement parts.
Patrick is a member of a consumer marketing panel and has been introduced to a company's
new idea for energy drinks. Some of the questions he has been asked are "How often would you
buy this product?" and "Which features are of little or no interest to you?" Patrick is most likely
Segmentation Review
McDonald's golden arches are a classic example of a - correct answer ✔✔Brand mark
As Jessica enters Audio Jetz car electronics department, she is asked by the salesperson if she
has seen the new plug-in cell phones with coffee-warming app. She answers that she didn't
know that this type of app for cars was available. Based on this information, she is now in what
stage of the product adoption process for this item? - correct answer ✔✔Awareness
When Clorox introduced bleach in a no-drip bottle, the firm was taking action consistent with its
product being in the ____ stage of the product life cycle. - correct answer ✔✔Maturity
One of Cole's responsibilities as a marketing manager for a motorcycle parts manufacturer is to
maintain market share. Cole believes that the company's products are most likely in the
maturity stage of the product life cycle. In order to maintain market share, Cole should suggest
that the company requires - correct answer ✔✔moderate to large advertising expenditures
Dannon Yogurt represents what type of product for most consumers? - correct answer
✔✔Convenience
A product that is simply labeled with the product category is considered a - correct answer
✔✔generic brand.
What is the most protectable brand type as determined by a series of court decisions? - correct
answer ✔✔Fanciful
Kleenex Boutique is a ____ of tissues made by the Kimberly-Clark Corporation. - correct answer
✔✔Brand Name
, Which of the following issues is least important in using co-branding effectively? - correct
answer ✔✔The brands involved should be owned by different companies.
R. J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and
Salem. This is an example of which type of branding policy? - correct answer ✔✔Individual
Ideally, test marketing should follow which stage in the new-product development process? -
correct answer ✔✔Product development
Clive is an engineer involved in the product development of a new plastic laminate that would
be sold to manufacturers of kitchen counter tops. Currently, Clive and his colleagues are
considering the potential for profitability of the new product. They are likely in the ____ phase
of the new product development process. - correct answer ✔✔Business Analysis
Elena recently purchased a pair of sunglasses because she liked their quality, styling, and price.
Her friend Katie purchased an almost identical pair, except that Katie's sunglasses had the name
"Armani" imprinted on the side. Elena probably based her purchase decision on ____, whereas
Katie apparently based her decision on ____. - correct answer ✔✔real product differences;
perceived product image
In product modification, three conditions must be met to improve a firm's product mix: the
product must be modifiable, customers must be able to perceive that a modification has been
made, and - correct answer ✔✔modification should make the product more consistent with
customers' desire
Early in the commercialization phase, marketers must make decisions about - correct answer
✔✔warranties, repairs, and replacement parts.
Patrick is a member of a consumer marketing panel and has been introduced to a company's
new idea for energy drinks. Some of the questions he has been asked are "How often would you
buy this product?" and "Which features are of little or no interest to you?" Patrick is most likely
