【正文】 3. Retailers, in particular, use there top management and CEOs as a means of differentiating and positioning their brand. Answer: False Page: 320 Level of difficulty: Medium74. Companies cannot achieve differentiation by differentiating their channels as this is not the purpose of a distribution channel. Answer: False Page: 320 Level of difficulty: Easy75. Image is the way a pany aims to identify or position itself or its product. Answer: False Page: 321 Level of difficulty: Medium76. Image is the way the public perceives the pany or its products. Answer: True Page: 321 Level of difficulty: Easy77. One of the assertions of saying that a product has a life cycle is to recognize that products have a limited life. Answer: True Page: 321 Level of difficulty: Medium78. Most product life cycles are portrayed as a scalloped shaped curve. Answer: False Page: 322 Level of difficulty: Medium79. In the product life cycle, growth is a stage of rapid market acceptance and substantial profits improvement.Answer: True Page: 322 Level of difficulty: Medium80. One of the shortest stages in the product life cycle is the maturity stage because of the marketing manager’s desire to keep the product in its growth stage. Answer: False Page: 322 Level of difficulty: Medium81. The profit curve for most product lifecycles peaks during the growth stage of the life cycle. Answer: False Page: 322 Level of difficulty: Medium82. The sales curve for most product lifecycles peaks during the maturity stage of the life cycle. Answer: True Page: 322 Level of difficulty: Medium83. According to information presented in the text, the pharmaceutical industry often has products that can be characterized as having cyclerecycle product lifecycle patterns. Answer: True Page: 323 Level of difficulty: Hard84. With respect to product life cycles, a style can last for generations and go in and out of vogue. Answer: True Page: 323 Level of difficulty: Medium85. The length of a fashion cycle is usually easy to predict.Answer: False Page: 323 Level of difficulty: Easy86. In the introductory stage of a product’s life cycle, promotion expenditures are at their highest ratio to sales. Answer: True Page: 324 Level of difficulty: Medium87. Because of the pioneer advantage, virtually all market pioneers demonstrate market staying power and sustained product growth. Answer: False Page: 324 Level of difficulty: Medium88. During the growth stage of the product life cycle, prices grow along with profits.Answer: False Page: 325 Level of difficulty: Medium89. One strategy for sustaining rapid growth during the growth stage of the product life cycle is for the firm to add flanker products. Answer: True Page: 325 Level of difficulty: Medium90. Most products are in the growth stage of the life cycle, and most marketing managers cope with the problem of sustaining growth. Answer: False Page: 326 Level of difficulty: Medium91. In the maturity stage of the product life cycle, three phases appear to exist: growth, decay, and abandonment. Answer: False Page: 326 Level of difficulty: Hard 92. Sales volume is made up of two factors: Volume = number of brand users times (x) usage rate per user. Answer: True Page: 327 Level of difficulty: Hard93. An example of a volume strategy for modifying would be a situation where Tums antacid promotes usage as a calcium supplement. Answer: True Page: 328 Level of difficulty: Medium94. An example of a feature improvement product modification strategy would be one where Campbell’s soup is promoted as being a snack. Answer: False Page: 328 Level of difficulty: Hard95. When a firm uses a “harvesting” strategy in the decline stage of the product life cycle, it maintains the firm’s investment level until the uncertainties about the industry are resolved. Answer: False Page: 330 Level of difficulty: Medium96. One of the chief advantages of using the product life cycle as a forecasting procedure is that product lifecycle patterns have proven to be stable in shape and duration. Answer: False Page: 331 Level of difficulty: Medium97. A good pricing strategy to use in the introduction stage of the product life cycle is to charge costplus. Answer: True Page: 332 Level of difficulty: Medium 98. A good advertising strategy to use in the maturity stage of the product life cycle would be to stress brand differences and benefits. Answer: True Page: 332 Level of difficulty: Medium99. According to ideas found in the concept of market evolution, as market growth slows down, the market splits into finer segments and high market consolidation occurs. Answer: False Page: 334 Level of difficulty: Hard100. Market fragmentation is often followed by a market consolidation caused by the emergence of a new attribute that has strong appeal.Answer: True Page: 334 Level of difficulty: Medium Essay 101. With respect to positioning, explain pointsofparity and pointsofdifference. Suggested Answer: Pointsofdifference (PODs) are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a petitive brand. Pointsofparity (POPs), on the other hand, are associations that are not necessarily unique to the brand but may in fact be shared with other brands. See chapter material for additional discussion material. Pages: 312–313 Level of difficulty: Medium102. There are three main ways to convey a brand’s category membership. What are those three ways? Suggested Answer: The three main ways to convey a brand’s category membership is: (1) announcing category benefits。 (2) paring to exemplars。 and, (3) relying on the product descriptor. Page: 315 Level of difficulty: Medium103. In choosing pointsofdifference, one of th