Question 1

A firm's ________ is its entire range of products.

Accepted Answer

A)  product line 
B)  product mix 
C)  marketing mix 
D)  promotional mix 
E)  positioning strategy 
A)  product line 
B)  product mix 
C)  marketing mix 
D)  promotional mix 
E)  positioning strategy

Question 2

Why might a company organize a venture team?

Accepted Answer

A company organizes a venture team, made

Question 3

________ involves designing and producing the container or cover for a product.

Accepted Answer

A)  Labeling 
B)  Licensing 
C)  Packaging 
D)  Retailing 
E)  Servicing 
A)  Labeling 
B)  Licensing 
C)  Packaging 
D)  Retailing 
E)  Servicing

Question 4

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 5

Which of the following helps an organization focus on minimizing any harmful effects it may have on the environment?

Accepted Answer

A)  Six Sigma 
B)  ISO 9000 
C)  ISO 14000 
D)  ISO 27001 
E)  TQM 
A)  Six Sigma 
B)  ISO 9000 
C)  ISO 14000 
D)  ISO 27001 
E)  TQM

Question 6

Attributing human characteristics to a brand is known as ________.

Accepted Answer

A)  brand meaning 
B)  brand storytelling 
C)  brand anthropomorphism 
D)  brand extension 
E)  family branding 
A)  brand meaning 
B)  brand storytelling 
C)  brand anthropomorphism 
D)  brand extension 
E)  family branding

Question 7

Which stage in the product life cycle is usually the longest?

Accepted Answer

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

Question 8

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 contraction 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 contraction strategy

Question 9

Which of the following is one of the ways that Berkowitz Piano Company can expand its product line?

Accepted Answer

A)  a product mix strategy 
B)  a filling-out strategy 
C)  societal marketing 
D)  internal marketing 
E)  line mixing 
A)  a product mix strategy 
B)  a filling-out strategy 
C)  societal marketing 
D)  internal marketing 
E)  line mixing

Question 10

Recently a company brought a miniature version of its cereal bars to market. The nugget-sized product was very successful because it was not messy. Another company then introduced a similar product under its own brand. Mini-cereal bars are most likely in the ________ stage of their product life cycle.

Accepted Answer

A)  introduction 
B)  youth 
C)  growth 
D)  brand dilution 
E)  extension 
A)  introduction 
B)  youth 
C)  growth 
D)  brand dilution 
E)  extension

Question 11

As a retailer, why might you increase the number of private-label brands you sell?

Accepted Answer

Private-label or store brands are the re

Question 12

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)  ISO 22000 
E)  TQM 
A)  Six Sigma 
B)  ISO 9000 
C)  ISO 14000 
D)  ISO 22000 
E)  TQM

Question 13

Firms interested in using socially responsible packaging that is less harmful to the environment are developing ________.

Accepted Answer

A)  aesthetic packaging 
B)  sustainable packaging 
C)  ingredient packaging 
D)  venture packaging 
E)  copycat packaging 
A)  aesthetic packaging 
B)  sustainable packaging 
C)  ingredient packaging 
D)  venture packaging 
E)  copycat packaging

Question 14

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

Accepted Answer

A)  the customer's contact information 
B)  the ingredients of the product 
C)  the manufacturer of the product 
D)  the retailer of the product 
E)  the expiration date of the product 
A)  the customer's contact information 
B)  the ingredients of the product 
C)  the manufacturer of the product 
D)  the retailer of the product 
E)  the expiration date of the product

Question 15

A venture team is typically composed of a brand manager, product category manager, and market manager.

Accepted Answer

A) True 
 B)False

Question 16

A ________ is the legal term for a brand name, brand mark, or trade character.

Accepted Answer

A)  trademark 
B)  patent 
C)  copyright 
D)  logo 
E)  corporate mark 
A)  trademark 
B)  patent 
C)  copyright 
D)  logo 
E)  corporate mark

Question 17

What is ingredient branding? Why would manufacturers want to engage in ingredient branding?

Accepted Answer

Ingredient branding is a form of cobrand

Question 18

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 19

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

Accepted Answer

A) True 
 B)False

Question 20

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)  Universal Product Code 
A)  ISO 14000 
B)  DMAIC 
C)  TQM 
D)  Six Sigma 
E)  Universal Product Code

A firm's ________ is its entire range of products.

Why might a company organize a venture team?

________ involves designing and producing the container or cover for a product.

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 helps an organization focus on minimizing any harmful effects it may have on the environment?

Attributing human characteristics to a brand is known as ________.

Which stage in the product life cycle is usually the longest?

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

Which of the following is one of the ways that Berkowitz Piano Company can expand its product line?

As a retailer, why might you increase the number of private-label brands you sell?

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

Firms interested in using socially responsible packaging that is less harmful to the environment are developing ________.

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

A venture team is typically composed of a brand manager, product category manager, and market manager.

A ________ is the legal term for a brand name, brand mark, or trade character.

What is ingredient branding? Why would manufacturers want to engage in ingredient branding?

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

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

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

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

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

A firm's ________ is its entire range of products.

Why might a company organize a venture team?

________ involves designing and producing the container or cover for a product.

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 helps an organization focus on minimizing any harmful effects it may have on the environment?

Attributing human characteristics to a brand is known as ________.

Which stage in the product life cycle is usually the longest?

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

Which of the following is one of the ways that Berkowitz Piano Company can expand its product line?

As a retailer, why might you increase the number of private-label brands you sell?

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

Firms interested in using socially responsible packaging that is less harmful to the environment are developing ________.

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

A venture team is typically composed of a brand manager, product category manager, and market manager.

A ________ is the legal term for a brand name, brand mark, or trade character.

What is ingredient branding? Why would manufacturers want to engage in ingredient branding?

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

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

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

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