Question 1

According to your text,which of the following is probably the most used and most recognized form of branding?

Accepted Answer

A) brand name 
B) trade character 
C) patent 
D) logo 
E) copyright 
A) brand name 
B) trade character 
C) patent 
D) logo 
E) copyright

Question 2

Long-term profitability will not be affected if the brand managers offer an excess of coupons or cents-off packages to customers.

Accepted Answer

A) True 
 B)False

Question 3

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.The company occasionally tinkers with the product's marketing mix to maintain market share.Crayola crayons are in the ________ stage of the product life cycle.

Accepted Answer

A) growth 
B) extension 
C) development 
D) maturity 
E) decline 
A) growth 
B) extension 
C) development 
D) maturity 
E) decline

Question 4

Each product will have a life cycle,although its exact shape and length is not known in advance.Briefly explain each step in the product life cycle.

Accepted Answer

Introduction is a period of slow sales g

Question 5

A good brand name should do all of the following EXCEPT fit ________.

Accepted Answer

A) the target market 
B) the competition 
C) the customer's culture 
D) the product's benefits 
E) legal requirements 
A) the target market 
B) the competition 
C) the customer's culture 
D) the product's benefits 
E) legal requirements

Question 6

The UPC is a global system of product identification.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is most useful when a firm offers a variety of products that serve the needs of a wide range of customers?

Accepted Answer

A) the single marketing manager structure 
B) the independent brand manager structure 
C) the sales manager structure 
D) the product category manager structure 
E) the market manager structure 
A) the single marketing manager structure 
B) the independent brand manager structure 
C) the sales manager structure 
D) the product category manager structure 
E) the market manager structure

Question 8

Identify four different possible meanings of product quality.

Accepted Answer

Answers will vary,but should r

Question 9

A company can stretch its product line either upward or downward,but not both directions.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following was developed to guarantee that an organization's products conform to the customer's requirements?

Accepted Answer

A) Six Sigma 
B) ISO 9000 
C) ISO 14000 
D) TQM 
E) cannibalization 
A) Six Sigma 
B) ISO 9000 
C) ISO 14000 
D) TQM 
E) cannibalization

Question 11

Product packaging can do all of the following EXCEPT which one?

Accepted Answer

A) protect the product 
B) provide service 
C) communicate brand personality 
D) make the product easier to store 
E) create a competitive advantage 
A) protect the product 
B) provide service 
C) communicate brand personality 
D) make the product easier to store 
E) create a competitive advantage

Question 12

What are the four "easy" tests brand designers use in selecting a good brand name? Choose a brand and explain how it passes these tests.

Accepted Answer

The four "easy" tests brand de

Question 13

The triangular red Nabisco logo and the Jolly Green Giant are both examples of ________.

Accepted Answer

A) logos 
B) brand marks 
C) trade characters 
D) brands 
E) cobrands 
A) logos 
B) brand marks 
C) trade characters 
D) brands 
E) cobrands

Question 14

Mattel teamed with Coca-Cola to market Soda Fountain Sweetheart Barbie.This is an example of ________.

Accepted Answer

A) generic branding 
B) family branding 
C) franchising 
D) cobranding 
E) ingredient branding 
A) generic branding 
B) family branding 
C) franchising 
D) cobranding 
E) ingredient branding

Question 15

Which of the following is true about a brand manager and a product category manager?

Accepted Answer

A) They are two titles for the same job. 
B) They have the same functional responsibilities. 
C) They probably work for large firms. 
D) They are mainly responsible for financial decisions. 
E) They do not consider new product lines. 
A) They are two titles for the same job. 
B) They have the same functional responsibilities. 
C) They probably work for large firms. 
D) They are mainly responsible for financial decisions. 
E) They do not consider new product lines.

Question 16

Mercedes was able to successfully introduce its C-Class car at $30,000 without injuring its ability to sell other Mercedes cars for $100,000 or more.Mercedes implemented a(n)________.

Accepted Answer

A) downward line stretch 
B) product line contraction 
C) cannibalization strategy 
D) upward line stretch 
E) value stretch 
A) downward line stretch 
B) product line contraction 
C) cannibalization strategy 
D) upward line stretch 
E) value stretch

Question 17

The concept of ________ encompasses the beliefs and associations that a consumer has about a brand.

Accepted Answer

A) brand meaning 
B) brand storytelling 
C) brand equity 
D) product quality 
E) total quality 
A) brand meaning 
B) brand storytelling 
C) brand equity 
D) product quality 
E) total quality

Question 18

Active Beverages targets the same people who watch the Gravity Games and enjoy skateboarding,in-line skating,mountain biking,and other extreme sports.It makes high-energy drinks for this target market.It does not attempt to make any drinks that are not targeted to this market.Active uses a(n)________.

Accepted Answer

A) undifferentiated marketing strategy 
B) filling-out strategy 
C) cannibalization strategy 
D) limited-line strategy 
E) brand extension strategy 
A) undifferentiated marketing strategy 
B) filling-out strategy 
C) cannibalization strategy 
D) limited-line strategy 
E) brand extension strategy

Question 19

What is the difference between ISO 9000 and ISO 14000?

Accepted Answer

Both are quality guidelines set forth by

Question 20

________ are responsible for the positioning of a brand and developing its brand equity.They are likely to team with sales,finance,and logistics staff members as part of customer business teams who work with major retail accounts.

Accepted Answer

A) Product category managers 
B) Brand managers 
C) Venture team managers 
D) Market managers 
E) Sales managers 
A) Product category managers 
B) Brand managers 
C) Venture team managers 
D) Market managers 
E) Sales managers

According to your text,which of the following is probably the most used and most recognized form of branding?

Long-term profitability will not be affected if the brand managers offer an excess of coupons or cents-off packages to customers.

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.The company occasionally tinkers with the product's marketing mix to maintain market share.Crayola crayons are in the ________ stage of the product life cycle.

Each product will have a life cycle,although its exact shape and length is not known in advance.Briefly explain each step in the product life cycle.

A good brand name should do all of the following EXCEPT fit ________.

The UPC is a global system of product identification.

Which of the following is most useful when a firm offers a variety of products that serve the needs of a wide range of customers?

Identify four different possible meanings of product quality.

A company can stretch its product line either upward or downward,but not both directions.

Which of the following was developed to guarantee that an organization's products conform to the customer's requirements?

Product packaging can do all of the following EXCEPT which one?

What are the four "easy" tests brand designers use in selecting a good brand name? Choose a brand and explain how it passes these tests.

The triangular red Nabisco logo and the Jolly Green Giant are both examples of ________.

Mattel teamed with Coca-Cola to market Soda Fountain Sweetheart Barbie.This is an example of ________.

Which of the following is true about a brand manager and a product category manager?

Mercedes was able to successfully introduce its C-Class car at $30,000 without injuring its ability to sell other Mercedes cars for $100,000 or more.Mercedes implemented a(n)________.

The concept of ________ encompasses the beliefs and associations that a consumer has about a brand.

What is the difference between ISO 9000 and ISO 14000?

________ are responsible for the positioning of a brand and developing its brand equity.They are likely to team with sales,finance,and logistics staff members as part of customer business teams who work with major retail accounts.

Welcome to the World of Marketing: Create and Deliver Value

Strategic Market Planning: Take the Big Picture

Thrive in the Marketing Environment: the World Is Flat

Marketing Research: Gather, analyze, and Use Information

Consumer Behavior: How and Why We Buy

Business-To-Business Markets: How and Why Organizations Buy

Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management

Create the Product

Services and Other Intangibles: Marketing the Product That Isnt There

Price the Product

Old and New Media: From One-To-Many to Many-To-Many

One to Many: Advertising, public Relations, and Consumer Sales Promotions

Many to Many: Trade Promotion, direct Marketing, and Personal Selling

Deliver Value Through Supply Chain Management, channels of Distribution, and Logistics

Retailing: Bricks and Clicks

Filters

Exam 9: Manage the Product

According to your text,which of the following is probably the most used and most recognized form of branding?

Long-term profitability will not be affected if the brand managers offer an excess of coupons or cents-off packages to customers.

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.The company occasionally tinkers with the product's marketing mix to maintain market share.Crayola crayons are in the ________ stage of the product life cycle.

Each product will have a life cycle,although its exact shape and length is not known in advance.Briefly explain each step in the product life cycle.

A good brand name should do all of the following EXCEPT fit ________.

The UPC is a global system of product identification.

Which of the following is most useful when a firm offers a variety of products that serve the needs of a wide range of customers?

Identify four different possible meanings of product quality.

A company can stretch its product line either upward or downward,but not both directions.

Which of the following was developed to guarantee that an organization's products conform to the customer's requirements?

Product packaging can do all of the following EXCEPT which one?

What are the four "easy" tests brand designers use in selecting a good brand name? Choose a brand and explain how it passes these tests.

The triangular red Nabisco logo and the Jolly Green Giant are both examples of ________.

Mattel teamed with Coca-Cola to market Soda Fountain Sweetheart Barbie.This is an example of ________.

Which of the following is true about a brand manager and a product category manager?

Mercedes was able to successfully introduce its C-Class car at $30,000 without injuring its ability to sell other Mercedes cars for $100,000 or more.Mercedes implemented a(n)________.

The concept of ________ encompasses the beliefs and associations that a consumer has about a brand.

What is the difference between ISO 9000 and ISO 14000?

________ are responsible for the positioning of a brand and developing its brand equity.They are likely to team with sales,finance,and logistics staff members as part of customer business teams who work with major retail accounts.

Welcome to the World of Marketing: Create and Deliver Value

Strategic Market Planning: Take the Big Picture

Thrive in the Marketing Environment: the World Is Flat

Marketing Research: Gather, analyze, and Use Information

Consumer Behavior: How and Why We Buy

Business-To-Business Markets: How and Why Organizations Buy

Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management

Create the Product

Services and Other Intangibles: Marketing the Product That Isnt There

Price the Product

Old and New Media: From One-To-Many to Many-To-Many

One to Many: Advertising, public Relations, and Consumer Sales Promotions

Many to Many: Trade Promotion, direct Marketing, and Personal Selling

Deliver Value Through Supply Chain Management, channels of Distribution, and Logistics

Retailing: Bricks and Clicks

Filters