Question 1

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 2

The sales peak typically occurs during which stage of the product life cycle?

Accepted Answer

A)  introduction 
B)  youth 
C)  development 
D)  maturity 
E)  leveling 
A)  introduction 
B)  youth 
C)  development 
D)  maturity 
E)  leveling

Question 3

________ 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

Question 4

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 5

The term skunk works is associated with which of the following?

Accepted Answer

A)  total quality management (TQM) 
B)  Six Sigma 
C)  product category teams 
D)  market management structure 
E)  venture teams 
A)  total quality management (TQM) 
B)  Six Sigma 
C)  product category teams 
D)  market management structure 
E)  venture teams

Question 6

P&G makes Tide, Cheer, Ivory Snow, and Bold detergents as well as PertPlus, Rejoice, and Vidal Sassoon shampoos. Through its use of a separate and unique brand name for each of these products, Procter & Gamble is using a(n) ________ strategy.

Accepted Answer

A)  umbrella brand 
B)  family brand 
C)  individual brand 
D)  private-label brand 
E)  cobranding 
A)  umbrella brand 
B)  family brand 
C)  individual brand 
D)  private-label brand 
E)  cobranding

Question 7

The practice of ________ creates a secondary brand within a main brand that can help differentiate a product line to a desired target group.

Accepted Answer

A)  licensing 
B)  ingredient branding 
C)  cobranding 
D)  sub-branding 
E)  generic branding 
A)  licensing 
B)  ingredient branding 
C)  cobranding 
D)  sub-branding 
E)  generic branding

Question 8

The market manager structure is 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 9

Why is successful product management increasingly important as technology moves forward and the marketplace becomes more globalized?

Accepted Answer

As more competitors enter the global mar

Question 10

When large companies undertake new-product development, they typically enlist specialists in different areas to create a ________ within the organization.

Accepted Answer

A)  focus group 
B)  product category team 
C)  sales team 
D)  venture team 
E)  market management group 
A)  focus group 
B)  product category team 
C)  sales team 
D)  venture team 
E)  market management group

Question 11

A manufacturer of acrylic, latex, and nitrile gloves sells to medical laboratories, factories where employees handle chemicals, companies that manufacture micro-tech equipment, and cleaning services. The company is organized to better satisfy the specific needs of each of its four target markets, so it uses a ________ structure.

Accepted Answer

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

Question 12

The Clorox Company marketed a new product called Clorox Oxygen Action multipurpose stain reliever. This is an example of a brand extension.

Accepted Answer

A) True 
 B)False

Question 13

Heinz and Jack Daniels worked together to produce Jack Daniels grilling sauce. This is an example of cobranding.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

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

Question 15

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

Accepted Answer

A) True 
 B)False

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

The sales peak typically occurs during which stage of the product life cycle?

________ 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.

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 ________.

The term skunk works is associated with which of the following?

P&G makes Tide, Cheer, Ivory Snow, and Bold detergents as well as PertPlus, Rejoice, and Vidal Sassoon shampoos. Through its use of a separate and unique brand name for each of these products, Procter & Gamble is using a(n) ________ strategy.

The practice of ________ creates a secondary brand within a main brand that can help differentiate a product line to a desired target group.

The market manager structure is useful when firms offer a variety of products that serve the needs of a wide range of customers.

Why is successful product management increasingly important as technology moves forward and the marketplace becomes more globalized?

When large companies undertake new-product development, they typically enlist specialists in different areas to create a ________ within the organization.

The Clorox Company marketed a new product called Clorox Oxygen Action multipurpose stain reliever. This is an example of a brand extension.

Heinz and Jack Daniels worked together to produce Jack Daniels grilling sauce. This is an example of cobranding.

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.

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

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

The sales peak typically occurs during which stage of the product life cycle?

________ 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.

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 ________.

The term skunk works is associated with which of the following?

P&G makes Tide, Cheer, Ivory Snow, and Bold detergents as well as PertPlus, Rejoice, and Vidal Sassoon shampoos. Through its use of a separate and unique brand name for each of these products, Procter & Gamble is using a(n) ________ strategy.

The practice of ________ creates a secondary brand within a main brand that can help differentiate a product line to a desired target group.

The market manager structure is useful when firms offer a variety of products that serve the needs of a wide range of customers.

Why is successful product management increasingly important as technology moves forward and the marketplace becomes more globalized?

When large companies undertake new-product development, they typically enlist specialists in different areas to create a ________ within the organization.

The Clorox Company marketed a new product called Clorox Oxygen Action multipurpose stain reliever. This is an example of a brand extension.

Heinz and Jack Daniels worked together to produce Jack Daniels grilling sauce. This is an example of cobranding.

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.

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