Exam 11: Managing Products and Brands

Imagine the President of Black Stoves, Inc. is thinking about developing a new brand name for the company's line of wood stoves with catalytic converters. The stove because of its design also conserves wood because it burns slowly. The brand name he is considering is The Fast One. Why is this brand name choice NOT the best one?

Gatorade G2 is an example of:

Numerous________ are in the growth stage of the product life cycle. Two examples are iPads and e-book readers.

A trademark is:

A trade name is:

With virtually no marketing support, Sanford continues to sell its Liquid Paper correction fluid for use in typewriters, even in the era of word-processing equipment. This is an example of ________during the decline stage of the product life cycle.

According to research and averages, compared to someone who has only a high school education, those with a university education are more likely to be:

Kmart stores hoped to add perceived value to the store's merchandise by adding the Martha Stewart product line, which is perceived as being of a higher quality. This product line addition was an example of:

Figure 11-4 -In Figure 11-4, "B" and "C" represents the third step in the sequential building process of brand equity which would be to elicit the proper consumer responses to a brand's identity and meaning through __________.

Packaging that provides convenience, protection, or storage offers what kind of benefits?

What five criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each of the criteria.

During the introduction stage of the product life cycle, the place element of the marketing mix is highly involved with:

A written statement of manufacturer liability for product quality is called a(n) _________warranty.

Warranties which assign responsibility for product deficiencies to the manufacturer are most correctly called_________ warranties.

Which consumer benefit is enhanced when a soup company decides to include a recipe on all of their cans of cream of mushroom soup?

Mixed branding is a branding strategy:

Loblaws' very successful President's Choice is an example of:

The packaging of Pez candy creates a very high awareness level because of the_________ that is conveyed.

Since the creation of the Hershey candy bar over 100 years ago, the price of chocolate has fluctuated, but the price of the candy bar has slowly risen. In fact, when the price of chocolate had dramatic price fluctuations over a three-year period, the price of a Hershey's candy bar remained the same. When the price of chocolate was very high, Hershey's was able to maintain its profits by making the bars smaller. Hershey's engaged in:

Packages create customer value by providing: