65) Which of the following statements characterizes the introduction stage of the PLC?A) There are increased marketing outlays.B) Profits are nonexistent.C) The company incurs minimal expenses.D) The product achieves acceptance by most potential buyers.E) Promotional expenditures are zero.Answer:B
Page Ref: 273Skill:ConceptObjective:9-3Difficulty:Moderate66) Which stage in the product life cycle is characterized by rapid market acceptance andincreasing profits?C
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Page Ref: 273Skill:ConceptObjective:9-3Difficulty:Easy67) ________ is the product life cycle period when sales fall off and profits drop.DPage Ref: 273
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Skill:ConceptObjective:9-3Difficulty:Easy
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Cornerstones of Cost Management
Hansen/Mowen
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68) Some products that have entered the decline stage have been cycled back to the growth stagethrough ________.APage Ref: 274
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Skill:ConceptObjective:9-3Difficulty:Easy69) A style is best defined as a ________.A) currently popular trend in retail goodsB) popular consumer taste at a given timeC) temporary period of unusually high salesD) short-term component of the marketing mixE) basic and distinctive mode of expressionAnswer:E
Page Ref: 274Skill:ConceptObjective:9-3Difficulty:Easy70) The more formal "business attire" look of corporate dress of the 1980s and 1990s gave wayto the "business casual" look of the 2000s. This is an example of a ________.B
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Page Ref: 274Skill:ConceptObjective:9-3Difficulty:Moderate
71) Flurrbies, a brand of unique winter accessories that quickly fell in and out of favorabilitywith customers, is an example of a ________.CPage Ref: 274
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AACSB:Analytic SkillsSkill:ApplicationObjective:9-3Difficulty:Moderate72) The PLC concept can be applied by marketers as a useful framework for describing how________.C
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Page Ref: 274-275Skill:ConceptObjective:9-3Difficulty:Easy73) According to the PLC, the ________ stage is reached when sales plunge to zero, or whenthey drop to a low level where they continue for many years.A) laggardB) declineC) maturityD) growthE) incubationAnswer:BPage Ref: 275
Skill:ConceptObjective:9-3Difficulty:Easy
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