Question 121. Over the past 100 years or so, Binney and Smith’s Crayola crayons have

121. Over the past 100 years or so, Binney and Smith’s Crayola crayons have become a
household staple in more than 80 countries around the world. Crayola crayons are in the
_____ stage of the PLC.
a. introduction
b. maturity
c. growth
d. decline
e. incubation
122. Proctor & Gamble has sold off a number of lesser or declining brands such as Oxydol
detergent and Jif peanut butter. In these examples, management decided to _____ the
products.
a. further test
b. maintain
c. drop
d. harvest
e. ignore the test market results of
123. Anita’s DayCare plans to offer third-shift childcare, based upon the opening of two new
manufacturing plants in her area. Together the plants will hire 423 employees and run all
three shifts. Initial test marketing results look promising. In considering launching this new
service, Anita must first decide on _____.
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a. timing
b. expansion costs
c. hiring suitable employees
d. checking local and state regulations
124. Altas Steel Corporation lacks the confidence, capital, and capacity to launch its new steel
product into full national or international distribution. Even though test market results look
promising, what will be management’s next step?
a. Retest the product in additional markets.
b. Develop a planned market rollout over time.
c. Secure a loan to provide confidence, capital, and capacity.
d. Seek the help of a nationally known consultant.
e. Develop a prototype.
125. When Heinz introduced EZ Squirt packaging and new colors such as Blastin’ Green and
Awesome Orange to revitalize consumer buying, the company was _____.
a. modifying the market
b. modifying the pricing strategy
c. modifying the distribution
d. modifying the product
e. dropping the product
126. Big Moose Toys is a market pioneer introducing a modern version of Bullwinkle the Moose.
Their version of Rocky the Flying Squirrel targeted to baby boomers was a strong success.
The new launch strategy for Bullwinkle must be consistent with the intended _____.
a. promotion campaign
b. product positioning
c. company image
d. target market
e. use
127. It’s What’s Hip, a chain of 18 music and CD stores, has discovered that carrying a weak
product during the decline stage of the PLC can be very costly to a firm, and not just in profit
terms. Which one of these is not likely to be one of those costs?
a. Take up much of management’s time.
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b. Frequent price and inventory adjustment.
c. Requires advertising and sales force attention.
d. Few concerns about company image and other products.
e. All of the above.
128. Superior Luggage Company has undertaken the task of identifying its products in the decline
stage of the PLC by using all of these areas but one. Which one?
a. Regularly reviewing sales.
b. Regularly reviewing market shares.
c. Regularly reviewing costs an profit trends.
d. Regularly reviewing management’s pet projects.
e. None of the above.
129. Concept testing will likely not reveal one of the following. Which one?
a. Whether consumers are interested in the idea.
b. Whether the idea is functional.
c. The price that customers are most likely to pay for it.
d. B and C
e. None of the above.
; Which of the following will likely not be revealed in a test market?
f. Price sensitivity.
g. Time of day the typical purchase is made.
h. Consumers’ reactions to an end-of-aisle display.
i. Distance traveled by the typical consumer in order to make the purchase.
j. None of the above.
130. Increasing profits most likely will occur at which stage of the PLC?
a. Product development.
b. Introduction.
c. Growth.
d. Maturity.
e. Decline.
131. In which stage of the PLC will promotional expenditures be especially high in an attempt to
create consumer awareness?
a. Product development.
b. Introduction.
c. Growth.
d. Maturity.
e. Decline.
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