Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
336) A written statement of manufacturer liability is referred to as a(n) ________ warranty.
A) explicit
B) functional
C) implied
D) strict-liability
E) express
337) Express warranties
A) provide a written statement of manufacturer liability.
B) state the bounds of coverage and, more important, areas of noncoverage.
C) have no limits of noncoverage.
D) assign responsibility for product deficiencies to the manufacturer.
E) assign responsibility for product deficiencies on misuse to the consumer.
338) Warranties that specifically state the bounds of coverage and, more important, areas of
noncoverage are referred to as ________ warranties.
A) express
B) functional
C) explicit
D) limited-coverage
E) implied
339) A limited-coverage warranty
A) provides a written statement of manufacturer liability.
B) states the bounds of coverage and, more important, areas of noncoverage.
C) has no limits of noncoverage.
D) assigns responsibility for product deficiencies to the manufacturer.
E) assigns responsibility for product deficiencies on misuse to the consumer.
340) Warranties that have no limits of noncoverage are called ________ warranties.
A) guaranteed
B) full
C) implied
D) coverage
E) express
341) A full warranty
A) provides a written statement of manufacturer liability.
B) states the bounds of coverage and, more important, areas of noncoverage.
C) has no limits of noncoverage.
D) assigns responsibility for product deficiencies to the manufacturer.
E) assigns responsibility for product deficiencies on misuse to the consumer.
342) Manufacturers are sometimes held to ________ warranties that assign responsibility for
product deficiencies to the manufacturer.
A) guaranteed
B) quality control
C) implied
D) strict-liability
E) express
343) An implied warranty
A) provides a written statement of manufacturer liability.
B) states the bounds of coverage and, more important, areas of noncoverage.
C) has no limits of noncoverage.
D) assigns responsibility for product deficiencies to the manufacturer.
E) assigns responsibility for product deficiencies on misuse to the consumer.
344) Which of the following statements regarding warranties is most accurate?
A) Limited-coverage warranties are required for all manufactured products but not for services.
B) Full warranties are required for all products and services regardless of the size of the firm.
C) Warranties protect consumers but have limited benefits to producers.
D) Brands with limited warranty coverage tend to receive less positive evaluations.
E) Warranties are relatively unimportant in light of product liability claims.
345) Secret deodorant maintains its leadership position as one of many products in what is
typically considered a ________ product category.
A) fad
B) low-learning
C) fashion
D) high-learning
E) specialty
346) The marketers used all of the following "ignitions" to spark interest in the Secret deodorant
brand with consumers except which?
A) paid search on Google, Bing, and/or Yahoo!
B) public relations
C) Facebook
D) its website, secret.com
E) brand ambassadors
347) The "Mean Stinks" ignition was designed to primarily reach which segment of prospective
customers?
A) baby boomer women
B) teen girls
C) Gen X women
D) Gen Y men
E) teen boys
348) Identify and describe the stages of the generalized product life cycle. For each stage,
specify the marketing objective a firm should attempt to achieve.
349) Explain the difference between primary demand and selective demand.
350) Describe the decline stage of the product life cycle. Explain the two strategies a company
might employ if its product were in the decline stage of its product life cycle.
351) How long is a product life cycle? What determines its length?
352) What are the five shapes that a product life cycle can take? For each type, describe (as an
option, draw) its characteristics.
353) Describe the concept of diffusion of innovation. Identify the category and incidence in the
population for each product adopter.
354) Compare the three ways to manage a product through its product life cycle.
355) Explain the difference between trading up and trading down when repositioning a product.
356) For more than 30 years, Starkist put 6.5 ounces of tuna into its regular-sized can. Today,
Starkist puts only 6.125 ounces of tuna into the same-size can but charges the same price.
Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent
without lowering the price. There are two sides to the ethical argument about this practice: that
of consumer advocates and that of manufacturers. What is the practice called, and what is the
basic position of each side?
357) What is the difference between a brand name and a trade name? Give an example of each.
358) Describe a brand name and explain how it is related to a logo.
359) Define brand equity. List the four sequential steps used to develop brand equity. Which step
is the most difficult?
360) What six criteria are mentioned most often in selecting a good brand name? Give an
example of a brand name that illustrates each criterion.
361) Identify and describe the four branding strategies that product and brand managers use.
362) What is multiproduct branding? What are its advantages? Disadvantages?
363) What is the difference between multiproduct branding and multibrand strategies? What
advantages are offered by each of these two approaches?
364) Explain the following statement: "Packaging provides communication, functional, and
perceptual benefits for manufacturers, retailers, and consumers."
365) A billboard showed simply the shape of a bottle. Typically consumers were able to tell that
the ad was for Coca-Cola. Why were consumers able to identify the brand? Specifically, what
packaging benefit does Coca-Cola use?
366) Why are warranties important from the perspectives of both consumers and manufacturers?
