Question 1

The traditional brand metrics of quality, reliability, and consistency are part of ________ trust.

Accepted Answer

A) environmental 
B) national 
C) functional 
D) emotional 
A) environmental 
B) national 
C) functional 
D) emotional

Question 2

Explain the difference between trading up and trading down in repositioning a product.

Accepted Answer

Trading up and trading down are two diff

Question 3

A new chip manufacturer wants to launch a new brand of potato chips. Describe the challenges that this manufacturer will face in creating an effective package and label.

Accepted Answer

The new chip manufacturer will face seve

Question 4

Promotional expenditures at the introduction stage of the product life cycle are spent on:

Accepted Answer

A) personal endorsements. 
B) creating primary demand. 
C) contests and sweepstakes. 
D) creating selective demand. 
A) personal endorsements. 
B) creating primary demand. 
C) contests and sweepstakes. 
D) creating selective demand.

Question 5

Which of the following is a characteristic of the growth stage of the product life cycle?

Accepted Answer

A) profit margins increase as sales increase 
B) product features remain unchanged 
C) growing proportion of initial purchasers to repeat purchasers 
D) advertising emphasis points of difference 
A) profit margins increase as sales increase 
B) product features remain unchanged 
C) growing proportion of initial purchasers to repeat purchasers 
D) advertising emphasis points of difference

Question 6

Social benefit brands are expected to increase because of an increase:

Accepted Answer

A) in brand innovation 
B) in market growth 
C) in community development 
D) in social entrepreneurship 
A) in brand innovation 
B) in market growth 
C) in community development 
D) in social entrepreneurship

Question 7

New Coke was repositioned as a slightly sweeter, less filling soft drink because the Coca-Cola Company discovered that its 1984 market share in supermarkets was 2 percent behind Pepsi. This product repositioning strategy was:

Accepted Answer

A) to catch a rising trend. 
B) a reaction to a competitor's position. 
C) to change the value offered. 
D) to reach a new market. 
A) to catch a rising trend. 
B) a reaction to a competitor's position. 
C) to change the value offered. 
D) to reach a new market.

Question 8

If Red Bull was to launch an anti-energy drink, the most likely branding strategy for that product would be a:

Accepted Answer

A) multibranding strategy 
B) private branding strategy 
C) multiproduct strategy 
D) mixed branding strategy 
A) multibranding strategy 
B) private branding strategy 
C) multiproduct strategy 
D) mixed branding strategy

Question 9

The marketing objective of a firm whose product is in the maturity stage of the product life cycle is to:

Accepted Answer

A) actively reinforce competitors' marketing efforts. 
B) maintain existing distributors and actively seek out new ones. 
C) actively search out new first time users. 
D) maintain existing buyers since new ones are hard to find. 
A) actively reinforce competitors' marketing efforts. 
B) maintain existing distributors and actively seek out new ones. 
C) actively search out new first time users. 
D) maintain existing buyers since new ones are hard to find.

Question 10

When Texas Instruments (TI)introduced its pocket calculator it was a tremendous product innovation, and TI set the mail order price at $495. What is the name of the pricing strategy Texas Instruments used?

Accepted Answer

A) skimming 
B) opportunisti c 
C) rip off 
D) chiseling 
A) skimming 
B) opportunisti c 
C) rip off 
D) chiseling

Question 11

Major North American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit. Car manufacturers are using which of the following market modification strategies?

Accepted Answer

A) increasing use by existing customers 
B) modifying the product 
C) finding new users 
D) creating new use situations 
A) increasing use by existing customers 
B) modifying the product 
C) finding new users 
D) creating new use situations

Question 12

Gerber had tremendous brand equity with its baby food. The use of a ________ strategy to use the Gerber name on a bibs, plastic baby bottles, and pacifiers seemed logical.

Accepted Answer

A) co-branding 
B) family branding 
C) blanket branding 
D) brand extension 
A) co-branding 
B) family branding 
C) blanket branding 
D) brand extension

Question 13

Multiproduct branding is:

Accepted Answer

A) a branding strategy in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer, also called private labelling or reseller branding. 
B) a strategy where products are given no identifying names other than a description of their contents. 
C) a branding strategy in which a company uses one name for all of its products. 
D) a statement indicating the liability of the manufacturer for product deficiencies. 
A) a branding strategy in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer, also called private labelling or reseller branding. 
B) a strategy where products are given no identifying names other than a description of their contents. 
C) a branding strategy in which a company uses one name for all of its products. 
D) a statement indicating the liability of the manufacturer for product deficiencies.

Question 14

A product in the introduction stage of the product life cycle should have which of the following marketing objectives?

Accepted Answer

A) to maintain brand loyalty 
B) to stress differentiation 
C) to gain as much distribution as possible 
D) to gain awareness and stimulate trial 
A) to maintain brand loyalty 
B) to stress differentiation 
C) to gain as much distribution as possible 
D) to gain awareness and stimulate trial

Question 15

The concept packaging creates in the consumer's mind relates to what kind of benefits?

Accepted Answer

A) functional benefits 
B) physical benefits 
C) perceptual benefits 
D) communication benefits 
A) functional benefits 
B) physical benefits 
C) perceptual benefits 
D) communication benefits

Question 16

An aging baby boomer population has led to increased interest in developing and marketing products to satisfy the need of this potentially large market. As a result moisturizing creams like Oil of Olay are now positioned as "age-defying" creams. This is an example of which of the four factors that may trigger a repositioning action?

Accepted Answer

A) reacting to a competitor's position 
B) changing the value offered 
C) reaching a new market 
D) catching a rising trend 
A) reacting to a competitor's position 
B) changing the value offered 
C) reaching a new market 
D) catching a rising trend

Question 17

Choose an effective brand name and argue why it is effective.

Accepted Answer

An effective brand name is "Apple." This

Question 18

An alternative product life cycle that results from products that are easily imitated by competitors, consumers who readily understand their benefits, and for which the appropriate marketing strategy is to gain strong distributor outlets is characteristic of ________ products.

Accepted Answer

A) fashion 
B) high-learnin g 
C) fad 
D) low-learnin g 
A) fashion 
B) high-learnin g 
C) fad 
D) low-learnin g

Question 19

Interbrand does annual studies of the brand equity carried by a company's brand. The company uses a financial formula to determine how much financial value can be attributed to a company's brand. In 2012, the correct order (first to last)based on Interband ratings for the top three were:

Accepted Answer

A) Google; General Electric; Coca-Cola 
B) Google; Coca-Cola; General Electric 
C) Google; General Electric; Toyota 
D) Coca-Cola; Apple; IBM 
A) Google; General Electric; Coca-Cola 
B) Google; Coca-Cola; General Electric 
C) Google; General Electric; Toyota 
D) Coca-Cola; Apple; IBM

Question 20

Pepsi manufacturers a number of different brands, such as Fritos-Lay. Fritos-Lay recently unveiled their 2014 line of chip products, which, instead of being 500gram
Bags, were now 450gram bags with 'enhanced flavor,' although no consumer could tell the difference with enhanced flavor. The new 450gram bags sold at the same price as the original 500gram bags. This is an example of:

Accepted Answer

A) Downsizing 
B) Trading up 
C) Bottom-up marketing 
D) Top-down marketing 
A) Downsizing 
B) Trading up 
C) Bottom-up marketing 
D) Top-down marketing

The traditional brand metrics of quality, reliability, and consistency are part of ________ trust.

Explain the difference between trading up and trading down in repositioning a product.

A new chip manufacturer wants to launch a new brand of potato chips. Describe the challenges that this manufacturer will face in creating an effective package and label.

Promotional expenditures at the introduction stage of the product life cycle are spent on:

Which of the following is a characteristic of the growth stage of the product life cycle?

Social benefit brands are expected to increase because of an increase:

New Coke was repositioned as a slightly sweeter, less filling soft drink because the Coca-Cola Company discovered that its 1984 market share in supermarkets was 2 percent behind Pepsi. This product repositioning strategy was:

If Red Bull was to launch an anti-energy drink, the most likely branding strategy for that product would be a:

The marketing objective of a firm whose product is in the maturity stage of the product life cycle is to:

When Texas Instruments (TI)introduced its pocket calculator it was a tremendous product innovation, and TI set the mail order price at $495. What is the name of the pricing strategy Texas Instruments used?

Major North American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit. Car manufacturers are using which of the following market modification strategies?

Gerber had tremendous brand equity with its baby food. The use of a ________ strategy to use the Gerber name on a bibs, plastic baby bottles, and pacifiers seemed logical.

Multiproduct branding is:

A product in the introduction stage of the product life cycle should have which of the following marketing objectives?

The concept packaging creates in the consumer's mind relates to what kind of benefits?

Choose an effective brand name and argue why it is effective.

An alternative product life cycle that results from products that are easily imitated by competitors, consumers who readily understand their benefits, and for which the appropriate marketing strategy is to gain strong distributor outlets is characteristic of ________ products.

Interbrand does annual studies of the brand equity carried by a company's brand. The company uses a financial formula to determine how much financial value can be attributed to a company's brand. In 2012, the correct order (first to last)based on Interband ratings for the top three were:

Creating Customer Value, Relationships, and Experiences Through Marketing

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility for Sustainable Marketing

Consumer Behaviour

Understanding Organizations As Customers

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: the Strategic Marketing Process

Using Social Media and Mobile Marketing to Connect With Consumers

Filters

Exam 11: Managing Products and Brands

The traditional brand metrics of quality, reliability, and consistency are part of ________ trust.

Explain the difference between trading up and trading down in repositioning a product.

A new chip manufacturer wants to launch a new brand of potato chips. Describe the challenges that this manufacturer will face in creating an effective package and label.

Promotional expenditures at the introduction stage of the product life cycle are spent on:

Which of the following is a characteristic of the growth stage of the product life cycle?

Social benefit brands are expected to increase because of an increase:

New Coke was repositioned as a slightly sweeter, less filling soft drink because the Coca-Cola Company discovered that its 1984 market share in supermarkets was 2 percent behind Pepsi. This product repositioning strategy was:

If Red Bull was to launch an anti-energy drink, the most likely branding strategy for that product would be a:

The marketing objective of a firm whose product is in the maturity stage of the product life cycle is to:

When Texas Instruments (TI)introduced its pocket calculator it was a tremendous product innovation, and TI set the mail order price at $495. What is the name of the pricing strategy Texas Instruments used?

Major North American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit. Car manufacturers are using which of the following market modification strategies?

Gerber had tremendous brand equity with its baby food. The use of a ________ strategy to use the Gerber name on a bibs, plastic baby bottles, and pacifiers seemed logical.

Multiproduct branding is:

A product in the introduction stage of the product life cycle should have which of the following marketing objectives?

The concept packaging creates in the consumer's mind relates to what kind of benefits?

Choose an effective brand name and argue why it is effective.

An alternative product life cycle that results from products that are easily imitated by competitors, consumers who readily understand their benefits, and for which the appropriate marketing strategy is to gain strong distributor outlets is characteristic of ________ products.

Interbrand does annual studies of the brand equity carried by a company's brand. The company uses a financial formula to determine how much financial value can be attributed to a company's brand. In 2012, the correct order (first to last)based on Interband ratings for the top three were:

Creating Customer Value, Relationships, and Experiences Through Marketing

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility for Sustainable Marketing

Consumer Behaviour

Understanding Organizations As Customers

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: the Strategic Marketing Process

Using Social Media and Mobile Marketing to Connect With Consumers

Filters