81. On a box of Procter & Gamble’s Bounce fabric softener sheets, the brand name “Bounce” is…

81. On
a box of Procter & Gamble’s Bounce fabric softener sheets, the brand name
“Bounce” is approximately 50 percent of the space on the front panel
and the rest of the space is a bright color (orange) with clean fresh images of
a sun rising and a green field. This is an example of the _____ requirements of
labeling.
A. Legislative
B. Marketing
C. Legal
D. Industry
E. Consumer

82. The
first phase of the maturity stage of the PLC is characterized as having
_________.
A. Growth but at a rate lower than the growth stage
B. No growth
C. Loss of sales
D. An increase in sales but at a decreasing rate
E. Negative net growth

83. The
owner of NOP detergents is working with an art designer on the label for a new
line of naturally scented detergents. They are trying to come up with the best
way to place the brand and logo along with the other required information on
the label. They are working on the ________ requirements of labeling.
A. Legislative
B. Marketing
C. Legal
D. Industry
E. Consumer

84. In
the maturity stage of the PLC, consumer goods companies find that they spend
__________.
A. A small percentage of their budget on mature products preferring to
spend on new products
B. A large percentage of their budget on marketing communications because
of the need to support the brand and reinforce key product differentiators
C. A proportionate percentage of their budget on marketing communications
in order to maintain their market share and not let new competitors enter the
market with ease
D. A lower percentage of their budget on marketing communications in order
to milk the product for profitability
E. The same as in the growth stage

85. The
_________ is an example of an industry that brings out items in the spring,
watches its growth in the summer and fall, and finally declines by the winter.
It has a PLC that takes one selling season that is one year long and it is
over.
A. Golf industry
B. Steel industry
C. Frozen pizza industry
D. Women’s fashion industry
E. Cell phone industry

86. The
marketing manager for ABC Appliances is working on the warranty for their new
line of dishwashers. She is considering a 2-year total warranty based on costs,
but the competition offers a 4-year total warranty and a 5-year mechanical
warranty. She is worried that the shorter warranty she is planning will make
customers think that ABC’s dishwashers are inferior in quality. She should
think about the _______ of the warranty.
A. Competitive advantage
B. Costs and benefits
C. Message
D. Product differentiation
E. Persuasiveness

87. The
essential marketing objective in the introductory stage of the PLC is to build
____________.
A. Trial of the product
B. Public relations for the product
C. Trial followed by loyalty
D. Awareness leading to trial purchase
E. Satisfaction

88. Many
Harley-Davidson owners have tattooed the company logo on their bodies. The HOG
(Harley Owners Group) boasts a large membership willing to spend a lot of money
on all things Harley. Indeed, Harley-Davidson has come to symbolize more than a
motorcycle; it is a lifestyle. This is an example of _____ customers.
A. Brand Aware
B. Brand Confused
C. Brand Loyal
D. Brand Committed
E. Brand Identified

89. Recently,
Mercedes-Benz quietly reduced its warranty coverage by eliminating some free
scheduled maintenance, because the expense for the firm was too high. At the
same time, Hyundai and others have expanded their warranties to build consumer
confidence in their cars. They realize that extending the period of warranty
coverage demonstrates they are making better cars in a very tangible way. These
are examples of firms considering the ______ of the product warranty.
A. Competitive advantage
B. Costs and benefits
C. Message
D. Product differentiation
E. Persuasiveness

90. The
warranty for tires is by the tire manufacturer while warranties for the power
train are generally different from the rest of the automobile. These are
examples of ________ warranties.
A. Specific
B. Additional
C. Extended
D. General
E. Basic