Question 1

Every product manufactured by the SlimFast Company carries the SlimFast brand name. The SlimFast Company uses:

Accepted Answer

A) co-branding. 
B) multibranding. 
C) multiproduct branding. 
D) single branding. 
A) co-branding. 
B) multibranding. 
C) multiproduct branding. 
D) single branding.

Question 2

Multibranding is:

Accepted Answer

A) a branding strategy that uses different brand names for the same product across multiple countries. 
B) a branding strategy in which a company uses one name for multiple products. 
C) a branding strategy that involves giving each product a distinct name. 
D) a branding strategy in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer. 
A) a branding strategy that uses different brand names for the same product across multiple countries. 
B) a branding strategy in which a company uses one name for multiple products. 
C) a branding strategy that involves giving each product a distinct name. 
D) a branding strategy in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer.

Question 3

Figure 11-2
  
-The product life cycle (PLC)shown in "C" in Figure 11-2 is an example of a________ life cycle.

Accepted Answer

A) high-learning product 
B) fad product 
C) fashion product 
D) low-learning product 
A) high-learning product 
B) fad product 
C) fashion product 
D) low-learning product

Question 4

Some experts feel that the anti-energy drink market is in the_________ stage of the product life cycle, while energy drinks are in the _________ stage.

Accepted Answer

A) growth; maturity 
B) introduction; decline 
C) introduction; maturity 
D) growth; decline 
A) growth; maturity 
B) introduction; decline 
C) introduction; maturity 
D) growth; decline

Question 5

In 1995, CDs were in the growth stage of the product life cycle. Today some people still buy CDs, often at a price discount. CDs are in the ________stage.

Accepted Answer

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

Question 6

Downsizing is reducing the:

Accepted Answer

A) quality of materials. 
B) number of product features offered to consumers. 
C) product's price. 
D) content of a package without changing its size while maintaining or increasing the package price. 
A) quality of materials. 
B) number of product features offered to consumers. 
C) product's price. 
D) content of a package without changing its size while maintaining or increasing the package price.

Question 7

Co-branding benefits firms in each of the following ways EXCEPT:

Accepted Answer

A) by capitalizing on an already established brand name in a product class. 
B) by reaching new market segments. 
C) by allowing them to strengthen their position in one product class. 
D) by allowing them to enter new product classes, 
A) by capitalizing on an already established brand name in a product class. 
B) by reaching new market segments. 
C) by allowing them to strengthen their position in one product class. 
D) by allowing them to enter new product classes,

Question 8

Mass merchandisers, such as Sears Canada, Zellers, and The Bay, can_________ by adding designer clothes sections to their stores.

Accepted Answer

A) trade up 
B) trade down 
C) creating new use situations 
D) increase use 
A) trade up 
B) trade down 
C) creating new use situations 
D) increase use

Question 9

Greeting cards are an example of a , and Valentine cards are an example of a ________.

Accepted Answer

A) product class; product form 
B) product brand; product line 
C) product form; product class 
D) product family; product line 
A) product class; product form 
B) product brand; product line 
C) product form; product class 
D) product family; product line

Question 10

Use the five criteria for selecting a good brand name to determine which of the following is the best choice?

Accepted Answer

A) Match Light charcoal 
B) Formula 409 cleaner 
C) Spam canned meat 
D) Ken's salad dressing 
A) Match Light charcoal 
B) Formula 409 cleaner 
C) Spam canned meat 
D) Ken's salad dressing

Question 11

Today, Canadian consumers trust brands on two key dimensions ________trust and ________ trust.

Accepted Answer

A) functional; emotional 
B) community; fundamental 
C) consumer connection; emotional 
D) functional; environmental 
A) functional; emotional 
B) community; fundamental 
C) consumer connection; emotional 
D) functional; environmental

Question 12

The Campbell Soup company advertises more heavily in warm months to encourage consumers to think of soup as more than a cold-weather food. As Campbell Soup is trying to increase use they are using a _________ cycle.
Strategy in managing the product life

Accepted Answer

A) market modification 
B) market repositioning 
C) product repositioning 
D) product modification 
A) market modification 
B) market repositioning 
C) product repositioning 
D) product modification

Question 13

Mattel has contractually agreed to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes. Colgate pays Mattel a fee for the use of the Barbie name and image. This is an example of:

Accepted Answer

A) reseller branding. 
B) generic branding. 
C) manufacturer branding. 
D) brand licensing. 
A) reseller branding. 
B) generic branding. 
C) manufacturer branding. 
D) brand licensing.

Question 14

To discourage competitive entry, a company can price its new product low, using penetration pricing. This pricing strategy also helps to:

Accepted Answer

A) reduce costs. 
B) build unit volume. 
C) increase profits. 
D) build customer loyalty. 
A) reduce costs. 
B) build unit volume. 
C) increase profits. 
D) build customer loyalty.

Question 15

For years when most consumers thought of cranberries, they thought of the Ocean Spray brand. Then Northland cranberry juice came on the market claiming that it was superior to the Ocean Spray brand. Northland was creating________ demand for its
Cranberry products.

Accepted Answer

A) primary 
B) selective 
C) derived 
D) secondary 
A) primary 
B) selective 
C) derived 
D) secondary

Question 16

Marriott International offers 14 hotel and resort brands, each suited for a particular traveller experience and budget. To illustrate, Marriott Marquis hotels and Vacation Clubs offer luxury amenities at a premium price. Marriott and Renaissance hotels offer medium- to high-priced accommodations. Courtyard hotels and TownePlace Suites appeal to economy-minded travellers, whereas the Fairfield Inn is for those on a very Low travel budget. Marriott uses a _________strategy.

Accepted Answer

A) multiproduct branding 
B) multibranding 
C) generic branding 
D) trademarked branding 
A) multiproduct branding 
B) multibranding 
C) generic branding 
D) trademarked branding

Question 17

Generally, the average length of time it takes for a product category to move from the introduction stage of its product life cycle to the decline stage is:

Accepted Answer

A) 5-10 years. 
B) 20 years. 
C) 18 months. 
D) unpredictab le. 
A) 5-10 years. 
B) 20 years. 
C) 18 months. 
D) unpredictab le.

Question 18

Describe what methods companies can use to prevent product-counterfeiting.

Accepted Answer

The answer of Describe what methods companies can use to...

Question 19

Figure 11-4
  
-In Figure 11-4, "A" represents the final, and most difficult, step-to create a consumer-brand connection evident in an intense, active loyalty relationship between consumers and the brand or a __________.

Accepted Answer

A) consumer-brand resonance 
B) customer loyalty bond 
C) emotionally evoked response 
D) consumer-brand partnership 
A) consumer-brand resonance 
B) customer loyalty bond 
C) emotionally evoked response 
D) consumer-brand partnership

Question 20

A new cellphone service provider enters the Canadian market place with "Unlimited Everything" (text, data, voice, long distance)at $10 a month plans. This pricing strategy is referred to as:

Accepted Answer

A) market-oriented pricing. 
B) penetration pricing. 
C) cost-plus pricing. 
D) ROI pricing. 
A) market-oriented pricing. 
B) penetration pricing. 
C) cost-plus pricing. 
D) ROI pricing.

Every product manufactured by the SlimFast Company carries the SlimFast brand name. The SlimFast Company uses:

Multibranding is:

Figure 11-2 -The product life cycle (PLC)shown in "C" in Figure 11-2 is an example of a________ life cycle.

Some experts feel that the anti-energy drink market is in the_ stage of the product life cycle, while energy drinks are in the _ stage.

In 1995, CDs were in the growth stage of the product life cycle. Today some people still buy CDs, often at a price discount. CDs are in the ________stage.

Downsizing is reducing the:

Co-branding benefits firms in each of the following ways EXCEPT:

Mass merchandisers, such as Sears Canada, Zellers, and The Bay, can_________ by adding designer clothes sections to their stores.

Greeting cards are an example of a , and Valentine cards are an example of a ________.

Use the five criteria for selecting a good brand name to determine which of the following is the best choice?

Today, Canadian consumers trust brands on two key dimensions trust and trust.

The Campbell Soup company advertises more heavily in warm months to encourage consumers to think of soup as more than a cold-weather food. As Campbell Soup is trying to increase use they are using a _________ cycle. Strategy in managing the product life

Mattel has contractually agreed to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes. Colgate pays Mattel a fee for the use of the Barbie name and image. This is an example of:

To discourage competitive entry, a company can price its new product low, using penetration pricing. This pricing strategy also helps to:

For years when most consumers thought of cranberries, they thought of the Ocean Spray brand. Then Northland cranberry juice came on the market claiming that it was superior to the Ocean Spray brand. Northland was creating________ demand for its Cranberry products.

Generally, the average length of time it takes for a product category to move from the introduction stage of its product life cycle to the decline stage is:

Describe what methods companies can use to prevent product-counterfeiting.

Figure 11-4 -In Figure 11-4, "A" represents the final, and most difficult, step-to create a consumer-brand connection evident in an intense, active loyalty relationship between consumers and the brand or a __________.

A new cellphone service provider enters the Canadian market place with "Unlimited Everything" (text, data, voice, long distance)at $10 a month plans. This pricing strategy is referred to as:

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

Every product manufactured by the SlimFast Company carries the SlimFast brand name. The SlimFast Company uses:

Multibranding is:

Figure 11-2 -The product life cycle (PLC)shown in "C" in Figure 11-2 is an example of a________ life cycle.

Some experts feel that the anti-energy drink market is in the_________ stage of the product life cycle, while energy drinks are in the _________ stage.

In 1995, CDs were in the growth stage of the product life cycle. Today some people still buy CDs, often at a price discount. CDs are in the ________stage.

Downsizing is reducing the:

Co-branding benefits firms in each of the following ways EXCEPT:

Mass merchandisers, such as Sears Canada, Zellers, and The Bay, can_________ by adding designer clothes sections to their stores.

Greeting cards are an example of a , and Valentine cards are an example of a ________.

Use the five criteria for selecting a good brand name to determine which of the following is the best choice?

Today, Canadian consumers trust brands on two key dimensions ________trust and ________ trust.

The Campbell Soup company advertises more heavily in warm months to encourage consumers to think of soup as more than a cold-weather food. As Campbell Soup is trying to increase use they are using a _________ cycle. Strategy in managing the product life

Mattel has contractually agreed to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes. Colgate pays Mattel a fee for the use of the Barbie name and image. This is an example of:

To discourage competitive entry, a company can price its new product low, using penetration pricing. This pricing strategy also helps to:

For years when most consumers thought of cranberries, they thought of the Ocean Spray brand. Then Northland cranberry juice came on the market claiming that it was superior to the Ocean Spray brand. Northland was creating________ demand for its Cranberry products.

Generally, the average length of time it takes for a product category to move from the introduction stage of its product life cycle to the decline stage is:

Describe what methods companies can use to prevent product-counterfeiting.

Figure 11-4 -In Figure 11-4, "A" represents the final, and most difficult, step-to create a consumer-brand connection evident in an intense, active loyalty relationship between consumers and the brand or a __________.

A new cellphone service provider enters the Canadian market place with "Unlimited Everything" (text, data, voice, long distance)at $10 a month plans. This pricing strategy is referred to as:

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

Some experts feel that the anti-energy drink market is in the_ stage of the product life cycle, while energy drinks are in the _ stage.

Today, Canadian consumers trust brands on two key dimensions trust and trust.