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

How can a marketer use a package to communicate with consumers?

A brand manager serves essentially the same function as a product category manager.

A car company is marketing a new car model that is larger and more luxurious than any of the models currently in the product line.It is also significantly more expensive.Explain the strategy this car company is using with its product line.

Why do so many products fail to make it past the introduction stage of the product life cycle?

In which stage of the product life cycle would a firm most likely use price reductions and reminder advertising to encourage customers to replace worn-out items?

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)________.

A watch manufacturer added a watch to its product line that was higher priced than the models it already carried.The company used a two-way stretch strategy.

Packaging plays an important role in communicating brand personality.

Why might ad expenditures be high for products in the introductory stage of the product life cycle?

Which of the following would be information included in a UPC code?

Oreos and Coke are both examples of ________.

Which of the following is NOT true of the Universal Product Code (UPC)?

The J.M.Smuckers Company makes jams,jellies,fruit spreads,and ice cream toppings.All of these products are sold using the Smuckers brand name.This company uses a(n)________ strategy.

There are numerous kinds of shampoo,including vitamin-enriched,fruit-enhanced,color-sensitive,therapeutic,and so on.Shampoo that simply promises to clean hair,however,has seen declining sales,has little or no advertising,and has been phased out by most manufacturers.Shampoo that makes no other promise than to clean hair is in the ________ stage of its product life cycle.

Which approach to measuring brand equity focuses on the ability of a brand to charge a higher price than the price charged by an unbranded equivalent?

Which of the following is designed to help a firm almost entirely reduce product and service defects?

Briefly explain what the U.S.Food and Drug Administration (FDA)requires on food labels and why.

A firm that plans to use a(n)________ will add higher priced,higher quality items to its product line.

Depending upon the organization,product management may include brand managers,product category managers,and market managers.

Which of the following most accurately describes a brand extension?