Exam 11: Managing Products and Brands

A car manufacturer revealed a type of gas tank, that, even though, you gauge says 'empty' you still have an additional 50km left in the tank to get you to the nearest gas station. This is an example of:

Going to the Industry Canada Intellectual Property website allows you to:

Promotional expenses at the maturity stage of the product life cycle are often directed towards:

When a product reaches the decline stage of the product life cycle, a firm has two choices. One choice involves product deletion, where a product is dropped from a firm's product line. Another less drastic choice is to retain the product in the product line, but to reduce marketing costs. When this option called ________is selected, Advertising expenditures for the product are reduced and salespeople do not devote their efforts to selling the product.

Some multibrand companies introduce new product brands as defensive moves to counteract competition. Called , their chief purpose is to confront competitor Brands.

Brand equity is:

By using the logos of NHL hockey teams on their credit cards, VISA, most likely engaged in __________ with each NHL hockey team.

Figure 11-3 -Letter "B" in Figure 11-3, is likely characterized by the following:

Post Oreo cereal consists of chocolate cereal pieces that taste a lot like Nabisco's Oreo cookies. This cereal is an example of:

Automobiles are an example of a ________, and SUVs are an example of a _________.

All of the following are criteria used by Interbrand to differentiate the Top Brands, except:

As product adopters, innovators typically:

One aspect of a new company's goodwill strategy is for every shoe purchased in North America, one free shoe is donated to a child in Africa. This aspect plays a major role in product branding that is referred to as a:

Frito-Lay introduced Santitas-brand tortilla chip to go head-to-head against regional tortilla chip brands that were biting into the sales of its flagship Doritos- and Tostitos-brand tortilla chips. The launch of Santitas would be considered a ________For Frito-Lay.

A recent study of Canadian small businesses found that almost ________believe that branding is critical to business success. Percent

Snickers candy bar was repositioned from a candy bar to a snack food through commercials that showed the busy people satisfying their hunger with a Snickers bar. Mars, Inc., used this strategy with its Snickers bar to:

There is no exact time that a product takes to move through its life cycle. As a rule:

Seiko makes watches. It markets its higher quality watches under the Seiko or Lasalle name, and its lower-priced watches are sold under the Pulsar brand. Seiko uses a ________ strategy.

Dockers, which makes khaki pants for men and other business wear, unveiled a new product that was water and stain repellent. They highlighted this product with commercials of clumsy businessmen spilling coffee on their pants, only to watch it run right off and not stain. These pants would be considered a:

A hotel chain has stripped out all non-essential services such as breakfast and Wi-Fi. In doing so, the hotel chain is: