Question 1

When a company begins marketing a new product line in addition to its existing product lines,it has done which of the following?

Accepted Answer

A) expanded the length of the product line 
B) expanded the width of the product mix 
C) expanded the depth of the product mix 
D) expanded the width of the marketing mix 
E) used a filling-out strategy 
A) expanded the length of the product line 
B) expanded the width of the product mix 
C) expanded the depth of the product mix 
D) expanded the width of the marketing mix 
E) used a filling-out strategy B

Question 2

________ is the product life cycle period when sales fall off and profits drop.

Accepted Answer

A) Maturity 
B) Decline 
C) Development 
D) Divestment 
E) Leveling 
A) Maturity 
B) Decline 
C) Development 
D) Divestment 
E) Leveling B

Question 3

Panasonic markets a line of digital cameras that use Leica lenses.Leica lenses are legendary for their superb image quality.Panasonic is known for its consumer electronics.What marketing strategy are Panasonic and Leica implementing? Support your answer.

Accepted Answer

Panasonic and Leica are implementing cobranding.Cobranding benefits both partners when the combination of the two brands provides more customer recognition power than either brand on its own.

Question 4

All of the following are stages in the product life cycle EXCEPT which one?

Accepted Answer

A) introduction 
B) adoption 
C) growth 
D) maturity 
E) decline 
A) introduction 
B) adoption 
C) growth 
D) maturity 
E) decline

Question 5

Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna,even though the Kroger tuna costs $0.15 less per can.Chicken of the Sea has brand ________.

Accepted Answer

A) extension 
B) equity 
C) service 
D) valuation 
E) specialization 
A) extension 
B) equity 
C) service 
D) valuation 
E) specialization

Question 6

Within the market manager structure,managers focus on ________.

Accepted Answer

A) specific customer groups rather than specific products 
B) specific products rather than specific customer groups 
C) one or two specific brands 
D) all company brands and all company customers 
E) new product development and marketing 
A) specific customer groups rather than specific products 
B) specific products rather than specific customer groups 
C) one or two specific brands 
D) all company brands and all company customers 
E) new product development and marketing

Question 7

Which of the following is true about generic brands?

Accepted Answer

A) They are more popular today than ever before. 
B) They were first developed during the last period of economic prosperity in the United States. 
C) They were designed to appeal to the price-conscious consumer. 
D) They attract approximately 25 percent of all dollars spent in U.S.supermarkets. 
E) They are manufacturer brands. 
A) They are more popular today than ever before. 
B) They were first developed during the last period of economic prosperity in the United States. 
C) They were designed to appeal to the price-conscious consumer. 
D) They attract approximately 25 percent of all dollars spent in U.S.supermarkets. 
E) They are manufacturer brands.

Question 8

Disney allowed a paint manufacturer to produce paint using the Disney brand name for a specific period of time.Disney paint is an example of ________.

Accepted Answer

A) licensing 
B) cobranding 
C) family branding 
D) ingredient branding 
E) private-label branding 
A) licensing 
B) cobranding 
C) family branding 
D) ingredient branding 
E) private-label branding

Question 9

Which of the following is NOT a desirable quality for a brand name?

Accepted Answer

A) It should suggest something about the product's benefits. 
B) It should be easy to pronounce and remember. 
C) It should be a long word to get attention. 
D) It needs to fit legal requirements. 
E) It should make sense in the customer's culture. 
A) It should suggest something about the product's benefits. 
B) It should be easy to pronounce and remember. 
C) It should be a long word to get attention. 
D) It needs to fit legal requirements. 
E) It should make sense in the customer's culture.

Question 10

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 11

When creating product objectives,marketers should consider the long-term implications of product decisions.

Accepted Answer

A) True 
 B)False

Question 12

In a competition between ________ and ________ brands,retailers have the advantages of controlling what products will be stocked,where products will be stocked,what prices will be charged,and which products will be featured in local print promotions.

Accepted Answer

A) national;manufacturer 
B) national;private-label 
C) store;private-label 
D) national;licensed 
E) manufacturer;licensed 
A) national;manufacturer 
B) national;private-label 
C) store;private-label 
D) national;licensed 
E) manufacturer;licensed

Question 13

The marketing goal for a product in the growth stage of its product life cycle is to ________.

Accepted Answer

A) stabilize profit margins 
B) encourage brand loyalty 
C) reach peak sales levels 
D) compete on the basis of price 
E) maintain market share 
A) stabilize profit margins 
B) encourage brand loyalty 
C) reach peak sales levels 
D) compete on the basis of price 
E) maintain market share

Question 14

An American company wanting to be competitive in the European market would be most likely to seek which type of certification?

Accepted Answer

A) ISO 14000 
B) DMAIC 
C) TQM 
D) Six Sigma 
E) ISO 22000 
A) ISO 14000 
B) DMAIC 
C) TQM 
D) Six Sigma 
E) ISO 22000

Question 15

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 16

How does a product category manager differ from a market manager?

Accepted Answer

The focus of each position is different.

Question 17

The market manager structure would probably not be useful when firms offer a variety of products that serve the needs of a wide range of customers.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is NOT an option for extending a product line?

Accepted Answer

A) cannibalization 
B) downward line stretch 
C) upward line stretch 
D) two-way stretch 
E) filling-out strategy 
A) cannibalization 
B) downward line stretch 
C) upward line stretch 
D) two-way stretch 
E) filling-out strategy

Question 19

Existing brand equity can hamper the success of a brand extension strategy.

Accepted Answer

A) True 
 B)False

Question 20

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

When a company begins marketing a new product line in addition to its existing product lines,it has done which of the following?

________ is the product life cycle period when sales fall off and profits drop.

Panasonic markets a line of digital cameras that use Leica lenses.Leica lenses are legendary for their superb image quality.Panasonic is known for its consumer electronics.What marketing strategy are Panasonic and Leica implementing? Support your answer.

All of the following are stages in the product life cycle EXCEPT which one?

Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna,even though the Kroger tuna costs $0.15 less per can.Chicken of the Sea has brand ________.

Within the market manager structure,managers focus on ________.

Which of the following is true about generic brands?

Disney allowed a paint manufacturer to produce paint using the Disney brand name for a specific period of time.Disney paint is an example of ________.

Which of the following is NOT a desirable quality for a brand name?

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.

When creating product objectives,marketers should consider the long-term implications of product decisions.

In a competition between and brands,retailers have the advantages of controlling what products will be stocked,where products will be stocked,what prices will be charged,and which products will be featured in local print promotions.

The marketing goal for a product in the growth stage of its product life cycle is to ________.

An American company wanting to be competitive in the European market would be most likely to seek which type of certification?

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

How does a product category manager differ from a market manager?

The market manager structure would probably not be useful when firms offer a variety of products that serve the needs of a wide range of customers.

Which of the following is NOT an option for extending a product line?

Existing brand equity can hamper the success of a brand extension strategy.

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

Welcome to the World of Marketing

Global, ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation,target Marketing,and Positioning

Innovation and New Product Development

Price: What Is the Value Proposition Worth

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

Delivering the Customer Experience: Bricks and Clicks

Promotion I: Advertising and Sales Promotion

Promotion II: Social Media, directdatabase Marketing, personal Selling, and Public Relations

Filters

Exam 9: Product II: Product Strategy,branding,and Product Management

When a company begins marketing a new product line in addition to its existing product lines,it has done which of the following?

________ is the product life cycle period when sales fall off and profits drop.

Panasonic markets a line of digital cameras that use Leica lenses.Leica lenses are legendary for their superb image quality.Panasonic is known for its consumer electronics.What marketing strategy are Panasonic and Leica implementing? Support your answer.

All of the following are stages in the product life cycle EXCEPT which one?

Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna,even though the Kroger tuna costs $0.15 less per can.Chicken of the Sea has brand ________.

Within the market manager structure,managers focus on ________.

Which of the following is true about generic brands?

Disney allowed a paint manufacturer to produce paint using the Disney brand name for a specific period of time.Disney paint is an example of ________.

Which of the following is NOT a desirable quality for a brand name?

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.

When creating product objectives,marketers should consider the long-term implications of product decisions.

In a competition between ________ and ________ brands,retailers have the advantages of controlling what products will be stocked,where products will be stocked,what prices will be charged,and which products will be featured in local print promotions.

The marketing goal for a product in the growth stage of its product life cycle is to ________.

An American company wanting to be competitive in the European market would be most likely to seek which type of certification?

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

How does a product category manager differ from a market manager?

The market manager structure would probably not be useful when firms offer a variety of products that serve the needs of a wide range of customers.

Which of the following is NOT an option for extending a product line?

Existing brand equity can hamper the success of a brand extension strategy.

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

Welcome to the World of Marketing

Global, ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation,target Marketing,and Positioning

Innovation and New Product Development

Price: What Is the Value Proposition Worth

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

Delivering the Customer Experience: Bricks and Clicks

Promotion I: Advertising and Sales Promotion

Promotion II: Social Media, directdatabase Marketing, personal Selling, and Public Relations

Filters

In a competition between and brands,retailers have the advantages of controlling what products will be stocked,where products will be stocked,what prices will be charged,and which products will be featured in local print promotions.