KIIT University 2008 M.B.A Marketing Management keting - Question Paper

a. market pioneer
b. market nicher
c. market reverser
d. market follower
e. market challenger

35. Which of the subsequent product life cycle stages is characterized as being 1 where a rapid climb in sales occurs, new product features are introduced by new competitors, and distribution is expanded?
a. Prepioneering
b. Introduction
c. Saturation
d. Growth
e. Maturity

36. All of the subsequent strategies have been suggested as proper for sustaining rapid market growth during the growth stage of the product life cycle other than ________.
a. improving product quality and adding new product features and improved styling
b. entering into new market segments
c. lowering prices to attract the next layer of price-sensitive buyers
d. shifting from product-awareness advertising to product-preference advertising
e. moving to sue all new entrants into the marketplace

37. Today, most products are in the ________ of the life cycle, and most marketing managers must cope with the issues and challenges of this stage.
a. prepioneering stage
b. introduction stage
c. growth stage
d. maturity stage
e. decline stage

38. The maturity stage of the product life cycle can be divided into 3 distinct phases. If the absolute level of sales begins to decline and customers start switching to other products, the product is most likely in the ________ phase of the maturity stage.
a. growth
b. decaying maturity
c. stable
d. competitive vulnerability
e. abandonment
39. A company might try to expand the market for its mature brand by working with the 2 factors that make up sales quantity. quantity equals (=) ________.
a. supply times (X) demand
b. number of brand users times (X) amount of money spent on every purchase
c. number of brand users times (X) usage rate per user
d. price level of the product times (X) the number of items purchased
e. price level of the product times (X) the number in the market segment opted for targeting

40. When Campbell’s soups began advertising its soups as excellent snacks, it was using which of the subsequent volume-oriented brand usage strategies?
a. Use the product on more occasions.
b. Use more of the product on every occasion.
c. Use the product in new ways.
d. Use improved quality to attract new users.
e. Use the product in older, more traditional ways.

41. Managers try to stimulate sales by modifying the product’s characteristics. Which of these changes has as its aim to increase the product’s functional performance?

Earning:   Approval pending.