Question 1

Which of the following most accurately describes a brand extension?

Accepted Answer

A)  a new product that combines the power of two or more brand names 
B)  a new product sold under an established brand name 
C)  a new product added to the lower end of a product mix 
D)  a new product added to the higher end of a product mix 
E)  a new product line added to a product mix 
A)  a new product that combines the power of two or more brand names 
B)  a new product sold under an established brand name 
C)  a new product added to the lower end of a product mix 
D)  a new product added to the higher end of a product mix 
E)  a new product line added to a product mix

Question 2

General Foods produces many different brands of coffee, including Brim, Maxim, Maxwell House, International Coffees, Sanka, and Yuban. Each brand is likely to have its own ________.

Accepted Answer

A)  venture team 
B)  market manager 
C)  product category manager 
D)  communication manager 
E)  brand manager 
A)  venture team 
B)  market manager 
C)  product category manager 
D)  communication manager 
E)  brand manager

Question 3

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

Accepted Answer

Consumers have very little awa

Question 4

What is the difference between total quality management (TQM) and the Six Sigma process?

Accepted Answer

Six Sigma sets a specific goal for produ

Question 5

Which of the following statements about brand equity is NOT true?

Accepted Answer

A)  Brand equity means a brand has customer loyalty. 
B)  Brand equity refers to the brand's value to an organization. 
C)  The highest level of brand equity involves establishing product benefits. 
D)  Brand equity gives a firm the power to capture and hold onto a larger share of the market and to sell at prices with higher profit margins. 
E)  Brand equity can provide a competitive advantage. 
A)  Brand equity means a brand has customer loyalty. 
B)  Brand equity refers to the brand's value to an organization. 
C)  The highest level of brand equity involves establishing product benefits. 
D)  Brand equity gives a firm the power to capture and hold onto a larger share of the market and to sell at prices with higher profit margins. 
E)  Brand equity can provide a competitive advantage.

Question 6

Whenever a product line or a product family is extended, there is a risk of ________, which occurs when sales of an existing brand decline as the firm's current customers switch to the new product.

Accepted Answer

A)  product line contraction 
B)  disintermediation 
C)  cannibalization 
D)  brand dilution 
E)  brand equity 
A)  product line contraction 
B)  disintermediation 
C)  cannibalization 
D)  brand dilution 
E)  brand equity

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

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 implem

Question 9

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 10

Which of the following is true about generic brands?

Accepted Answer

A)  They are national brands. 
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 are store brands. 
E)  They are manufacturer brands. 
A)  They are national brands. 
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 are store brands. 
E)  They are manufacturer brands.

Question 11

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

Accepted Answer

A marketer can use a package to communic

Question 12

________ 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

Question 13

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 Beverages uses a(n) ________.

Accepted Answer

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

Question 14

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 15

Packaging plays an important role in communicating brand personality.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

The focus of each position is different.

Question 17

Briefly explain the history of regulations concerning packaging and labels.

Accepted Answer

The Fair Packaging and Labeling Act of 1

Question 18

The size of the firm is the most important factor in determining whether a product category manager or market manager structure should be used.

Accepted Answer

A) True 
 B)False

Question 19

A stock-keeping unit (SKU) is a unique identifier for each distinct brand.

Accepted Answer

A) True 
 B)False

Question 20

How is it possible for a company in the United States to have protection for a brand even if it has not legally registered it?

Accepted Answer

In the United States, common-l

Which of the following most accurately describes a brand extension?

General Foods produces many different brands of coffee, including Brim, Maxim, Maxwell House, International Coffees, Sanka, and Yuban. Each brand is likely to have its own ________.

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

What is the difference between total quality management (TQM) and the Six Sigma process?

Which of the following statements about brand equity is NOT true?

Whenever a product line or a product family is extended, there is a risk of ________, which occurs when sales of an existing brand decline as the firm's current customers switch to the new product.

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

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.

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

Which of the following is true about generic brands?

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

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

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.

Packaging plays an important role in communicating brand personality.

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

Briefly explain the history of regulations concerning packaging and labels.

The size of the firm is the most important factor in determining whether a product category manager or market manager structure should be used.

A stock-keeping unit (SKU) is a unique identifier for each distinct brand.

How is it possible for a company in the United States to have protection for a brand even if it has not legally registered it?

Welcome to the World of Marketing: Create and Deliver Value

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

Product I: Innovation and New Product Development

Price: What Is the Value Proposition Worth

Deliver the Goods: Determine the Distribution Strategy

Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

Promotion I: Advertising: One to Many Marketing Communications

Promotion II: Social Media Marketing and Other Communication Tools

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Exam 9: Product Ii: Product Strategy, Branding, and Product Management

Which of the following most accurately describes a brand extension?

General Foods produces many different brands of coffee, including Brim, Maxim, Maxwell House, International Coffees, Sanka, and Yuban. Each brand is likely to have its own ________.

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

What is the difference between total quality management (TQM) and the Six Sigma process?

Which of the following statements about brand equity is NOT true?

Whenever a product line or a product family is extended, there is a risk of ________, which occurs when sales of an existing brand decline as the firm's current customers switch to the new product.

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

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.

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

Which of the following is true about generic brands?

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

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

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.

Packaging plays an important role in communicating brand personality.

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

Briefly explain the history of regulations concerning packaging and labels.

The size of the firm is the most important factor in determining whether a product category manager or market manager structure should be used.

A stock-keeping unit (SKU) is a unique identifier for each distinct brand.

How is it possible for a company in the United States to have protection for a brand even if it has not legally registered it?

Welcome to the World of Marketing: Create and Deliver Value

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

Product I: Innovation and New Product Development

Price: What Is the Value Proposition Worth

Deliver the Goods: Determine the Distribution Strategy

Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

Promotion I: Advertising: One to Many Marketing Communications

Promotion II: Social Media Marketing and Other Communication Tools

Filters