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NRSG 121 Lecture Notes - Lecture 18: Brand Equity, In Essence, Clear-Channel Station

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taupeyak346
28 Feb 2018
School
ACU
Department
NRSG
Course
NRSG 121
Professor
asth

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Document Summary

Effective channel management requires that the channel manager be aware of how channel management interfaces with product, price, promotion, and logistics in the marketing channel. Three basic areas of product management are considered: (1) new product planning and development, (2) the product life cycle, and (3) strategic product management. The product life cycle implications for channel management must also be understood by the channel manager if it is to be used to enhance the life cycle of a product. Strategic management of a product line is necessary if a product line is to remain viable and profitable. Among the most important of these strategies are: (1) product differentiation strategy, (2) product positioning, (3) product line expansion and contraction strategies, (4) trading-up and trading-down strategies, (5) product brand strategies, and (6) product service strategy. The channel manager must understand the interrelationships of these product strategies with channel management strategies to support the implementation of these product strategies.

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Related Questions

34. A committee created for a specific short-term purpose is called a(n) _____.

a.

task force

b.

standing committee

c.

ad hoc committee

d.

informal group

e.

organic structure

35. All of the managerial activities in which managers engage for the purpose of creating goods and services are known as ____ management.

a.

personnel

b.

operations

c.

production

d.

site

e.

plant

36. To produce a BMW sport-utility vehicle, an operations manager must engage in all of the following activities except

a.

recruiting human resources.

b.

controlling product quality.

c.

the effective use of planning.

d.

inventory management.

e.

controlling production costs.

37. A set of activities intended to identify new ideas and technical advances that may result in new goods and services is called _____.

a.

research and development

b.

operations management

c.

design planning

d.

product design

e.

horizon planning

38. When Panasonic improves the sound, clarity, and ease of operation offered by its DVD player, it is

a.

shortening its product life cycle.

b.

extending its basic research.

c.

redistributing its product.

d.

refining its existing product.

e.

reducing the DVD player’s functionality.

39. When Taco Bell determines what different food items it will offer on its menu and how many it will offer, it is deciding its _____.

a.

capacity

b.

design planning

c.

product design

d.

product life cycle

e.

product line

40. The objective of ____ is to decide on the amount of products or services each facility will produce during a specified period of time.

a.

design planning

b.

strategic planning

c.

operational planning

d.

capacity planning

e.

output specification

41. _____ consists of all the activities involved in obtaining required materials, supplies, components and parts from other firms.

a.

Inventory scheduling

b.

Purchasing

c.

Operational planning

d.

Scheduling

e.

Product design

The sales and profits of an individual product may not follow the life cycle pattern.

True
False

During the sales decline stage of the product life cycle, no firm can earn a profit.

True
False

During the introduction stage of the product life cycle:

none of the above.
most products achieve intensive distribution.
promotion is likely to be needed to increase primary demand.
"me too" products quickly take market share away from the innovator.
industry profits are at their highest.

During the introduction stage, what would hinder acceptance of a new product?

consumers may not see the new product as offering a superior alternative to whatever they are currently using.
risk in buying something for the first time.
all of the above.
the new product may not be compatible with the buyer's values.
problems communicating or demonstrating the new product's benefits.

During the market growth stage of the product life cycle:

industry sales grow slowly.
industry profits fall, then rise.
the market begins to fragment into sub-markets or segments.
all of the above.
the industry experiences the smallest profits


What is the most important reason why industry sales level off in the market maturity stage of the product life cycle?
persuasive promotion.
pool of potential users is exhausted.
aggressive competitors entering the markets.
less efficient firms leaving the market.
price cutting.

Gerhard Company has seen most of its competitors drop out of its product market due to declining sales and profits. However Gerhard still has much demand for its products from a small group of loyal customers. In which stage of the product life cycle is this product market?

sales decline.
market maturity.
market growth.
market development.
market introduction.

The length of a product's life cycle:

depends on the ease of entry to the market for competitors.
may be as short as 90 days.
may be as long as 100 years.
varies widely across products.
all of the above.

Regarding product life cycles, a good marketing manager knows that:

all of the above.
once a market goes into sales decline, oligopoly conditions set in.
a company's marketing mix usually should be kept constant over the product life cycle.
industry profits are increasing well after sales start to decline.
entirely different target markets may be involved at different stages of the product life cycle.

Generating "socially responsible" new product ideas:

reduces the long-term welfare of consumers.
is done by all companies.
is easy for new product planners.
is unprofitable and should not be done.
is promoted by consumer groups.

1.
A channel of distribution:
A) is any series of firms or individuals who participate in the flow of goods and services from producer to consumer or final user.
B) is only needed when products must be stored.
C) must include one or more intermediaries.
D) is only needed when products are sold indirectly.
2.
Which of the following statements about Place decisions is True?
A) Product classes are not related to Place objectives.
B) The product life cycle is not related to Place objectives.
C) Place decisions are short-term decisions that are easy to change.
D) Different market segments may require separate Place arrangements.
3.
Direct _____ involves personal sales contact between a representative of the company and an individual consumer.
A) marketing
B) selling
C) distribution
D) servicing
4.
A manufacturer prefers to produce and ship in large quantities to take advantage of economies of scale. Final consumers often want to purchase in small quantities. This difference between the producer and consumer is a:
A) Discrepancy of assortment.
B) Discrepancy of quantity.
C) Regrouping activity.
D) Discrepancy adjustment
5.
Which of the following best illustrates adjusting "discrepancies of assortment?"
A) General Motors makes Hummer for one product-market and Chevrolet for another product-market.
B) A hardware store sells all the hardware items wanted by most people.
C) Over 310 million U.S. consumers are served by around 330,000 manufacturers.
D) RCA sold more than 2,000,000 TVs last year
6.
Small farmers in the mountains of Peru pick coffee beans by hand, obtaining only a bucket a day. Then they sell them to buyers who put the beans in large bags to be shipped to processors. This regrouping activity is called:
A) Assorting
B) Wholesaling
C) Bulk-breaking
D) Accumulating
7.
Costco is a warehouse store that sells groceries, household items, and business products. Purchase quantities tend to be larger than in traditional stores that serve final consumers. For example, soft drinks are only sold in 24-can cases, not in 6-packs. Coffee is sold in 3-pound cans instead of one-pound foil packs. Which regrouping activity is Costco shifting to the consumer?
A) Accumulating.
B) Adjusting discrepancies.
C) Assorting.
D) Bulk-breaking.
8.
_____ means separating products into grades and qualities desired by different target markets.A) B) C) D)
A) Bulk-breaking
B) Sorting
C) Accumulating
D) Assorting
9.
A wine producer wants a supermarket manager to display its wines in a desirable end-of-aisle location, but the supermarket manager refuses to give that valuable real estate to this producer. This is an example of __________ conflict.
A) contractual
B) vertical
C) corporate
D) horizontal
10.
A local TV retailer hires knowledgeable salespeople to explain the differences among its models to customers, but a nearby discount store with very few sales staff sells the same TVs at a lower price. This is an example of __________ conflict.
A) horizontal
B) traditional
C) vertical
D) contractual
11.
Yukon Sportswear, a manufacturer of textile products, bought out the wholesaler that had been handling its distribution in Canada. This is an example of:
A) dual distribution.
B) reverse distribution.
C) a contractual channel system.
D) vertical integration.
12.
______________ means selling a product through only one wholesaler or retailer in a particular geographic area.
A) Exclusive distribution
B) Direct distribution
C) Intensive distribution
D) Multichannel distribution
13.
_____ means selling the right to use some process, trademark, patent, or other right for a fee or royalty.
A) Licensing
B) Management contracting
C) Joint venturing
D) Exporting
14.
Logistics, or physical distribution, is the ________________ part of the marketing mix.
A) Place
B) Production
C) Promotion
D) Product
15.
Physical distribution customer service level means all of the following EXCEPT:
A) Honda wants enough bumpers to build cars that day.
B) A vacationer wants Avis to have his rental car clean and ready when he arrives at the rental car counter.
C) Sears' shirts are priced at a fair value.
D) McDonald's has enough large cups so that customers can buy the larger size drinks which are on sale.
16.
The right physical distribution system should be based primarily on
A) the desired customer service level.
B) how customers store the product.
C) the physical characteristics of the product.
D) what is the lowest cost method of transportation for the product.
17.
The "total cost approach" to physical distribution management:
A) seeks to eliminate the storing function.
B) seeks to minimize the cost of transportation.
C) might suggest a high-cost transporting mode if storing costs could be reduced enough to lower total distribution costs.
D) ignores inventory carrying costs.
18.
Just-in-time (JIT) delivery:
A) Increases physical distribution costs for business customers.
B) Requires that a supplier be able to respond to the customer's production schedule.
C) Usually does not require e-commerce order systems and computer networks.
D) Means that deliveries are larger and less frequent.
19.
A _____ is the complete set of firms, facilities, and logistics activities that are involved in procuring materials, transforming them into intermediate or finished products, and distributing them to customers.
A) supply chain
B) physical distribution group
C) logistics partnership
D) just-in time group
20.
Which of the following products would have the lowest transporting costs as a percentage of the selling price?
A) Electronic equipment.
B) Chemicals and plastics.
C) Pharmaceuticals.
D) Sand and gravel.
21.
Which of the following statements about transporting by rail is True?
A) Rail transportation is the slowest mode of transportation.
B) Rail transportation is the least expensive mode of transportation.
C) Rail transportation is good for long-distance transportation of heavy, bulky items.
D) Railroads are most efficient at handling less-than-carload (LCL) shipments
22.
Regarding transporting by truck:
A) Trucks are best for moving large quantities of goods long distances.
B) Trucks are a very low cost mode of transportation.
C) Trucks are not reliable in meeting delivery schedules.
D) Trucks tend to provide fast delivery.
23.
Products that require a high frequency of scheduled shipments would be least suited to travel by
A) truck.
B) rail.
C) air.
D) water.
24.
In spite of high cost, high value, low-weight goods like high-fashion clothing and parts for the electronic industry are often shipped long distances by ____
A) rail.
B) water.
C) air.
D) pipeline.
25.
Air express companies place many small packages into specially designed cylinders that conform to the interior dimensions of a cargo airplane. This practice protects the smaller packages and helps to reduce distribution costs. The air express companies are practicing:
A) Containerization.
B) Piggybacking.
C) Freight forwarding.
D) Cylinderization.
26.
The railroad service which picks up truck trailers at a producer's location, loads them onto rail flatcars, hauls them close to the customer, and then delivers them to the buyer's door is:
A) truck service.
B) fast freight.
C) trailer service.
D) piggyback service.
27.
Inventory refers to
A) the amount of goods being stored.
B) minimizing storage costs.
C) the amount of goods being sold.
D) the marketing function of holding goods.
28.
When the manager of a local electronics store decides to offer its customers a gift-wrapping service for the holidays, this is a decision about:
A) Product
B) Place
C) Promotion
D) Price
29.
When the manager of a RadioShack electronics store decides to accept American Express credit cards from its customers, this is a decision about:
A) Product
B) Place
C) Promotion
D) Price
30.
Limited-line storesA) B) C) D)
A) specialize in certain lines of related products rather than a wide assortment.
B) carry anything they can sell in reasonable volume.
C) are a type of unconventional general store.
D) are larger stores that are organized into many separate departments and offer many product lines.
31.
Specialty shops generally:
A) want to be known for the distinctiveness of their product assortment and the special services they offer.
B) sell homogeneous shopping products.
C) are very good at speeding turnover.
D) carry complete lines--like department stores.
32.
The ____________ says that retailers should offer low prices to get faster turnover and greater sales volumes by appealing to larger markets.
A) Wheel of retailing theory
B) Production concept
C) Mass-merchandising concept
D) Sales concept
33.
A retail store that averages about $17 million in sales annually and specializes in groceries--with self-service and large assortments is a:
A) mass-merchandiser.
B) specialty shop.
C) convenience food store.
D) supermarket.
34.
________ offer