Exam 11: Managing Successful Products, services, and Brands

An integral part of the package that typically identifies the product or brand,who made it,where and when it was made,how it is to be used,and package contents and ingredients is referred to as a(n)

Advertising and promotion costs tend to be higher with a ________ strategy because the company must generate awareness among consumers and retailers for each new brand name without the benefit of any previous impressions.

Figure 11-7 -Companies can employ several different branding strategies.In Figure 11-7 above,B represents a ________ strategy.

Customer value can assume numerous forms.For Pez Candy,Inc. ,customer value manifests itself in the form of

Brand equity is valuable to an organization because it creates a competitive advantage and

The McDonald's Corporation recently announced that it will begin phasing out the use of eggs from hens housed in cages.The company uses about two billion eggs annually,or a little more than 4 percent of the eggs produced in the United States.This change in McDonald's egg-containing products to appeal to healthy eating habits is a ________ strategy.

Describe the concept of diffusion of innovation.Identify the category and incidence in the population for each product adopter.

An aging baby boomer population has led to increased interest in developing and marketing products to satisfy the needs of this large market.As a result,moisturizing lotions and creams such as Oil of Olay are now repositioned as "age-defying" products.This is an example of which product repositioning action?

Which of the following quotes from a new-product adopter would signal the need for a firm to counteract a psychological barrier?

CDI/BDI Marketing Dashboard -If a firm's marketing dashboard displays a BDI of 120 for a consumer packaged good like Hawaiian Punch,this indicates which of the following?

In the late 1950s and 1960s,television Westerns were extremely popular and included Gunsmoke,Bonanza,Wagon Train,and The Big Valley.When ratings declined as viewers' tastes changed,production of them waned.The television Western was a product category that had entered the ________ stage of its product life cycle.

Identify and describe the four branding strategies that product and brand managers use.

What federal law protects the trademarks of a firm?

Footwear is an example of a ________ while men's dress shoes are an example of a

The Samsung brand includes the familiar Samsung Electronics,but also Samsung Heavy Industries,Samsung Engineering,Samsung C&t (construction),and Samsung Life Insurance.This company uses

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

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

A brand name that cannot be spoken is referred to as a

A billboard showed simply the shape of a bottle.Typically consumers were able to tell that the ad was for Coca-Cola.Why were consumers able to identify the brand? Specifically,what packaging benefit does Coca-Cola use?

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