Exam 3: Brand Adoption, Brand Naming and Intellectual Property Issues

Relative advantage is a function of consumer perception and whether a product is better by objective standards.

The notions of trial and repeat purchase are particularly apt for _____.

It is possible to quantify the five adoption determining factors in terms of their importance and evaluation of effectiveness to arrive at a total score that indicates the likelihood that a new product will succeed.

The degree to which a product innovation is perceived as better than existing alternatives is termed _____.

Individual sounds provide meaning about a brand through a process of sound transference.

List the four requirements for a good brand name,and discuss how some brands succeed while appearing to be entirely at odds with the "rules" for creating good brand names.

In general,new brands that lend themselves to trialability are adopted at a more rapid rate.

_____ patents offer protection for discovery of certain naturally occurring and previously uncultivated plants or for the breeding of novel plants.

Innovations that are compatible with a person's existing situation require more effort to incorporate into one's consumption lifestyle.

List and explain the steps of the brand naming process.Describe how a brand manager for a new brand of detergent would go through the process.

Abuse of trademarked Disney characters online is an example of trademark counterfeiting.

Individual sounds,called phonemes,provide meaning about a brand through a process of _____.

Sometimes the only way to overcome the perception of a lack of ______ is through heavy advertising to convince consumers that a new way of doing things really is better than an existing solution.

A good brand name will help consumers to identify who your competitors are.

Because there has been a significant amount of research on brand names,new products don't succeed without following the "rules." 

Kellogg lost the exclusive rights to their cereal name,Shredded Wheat,because the name was used to refer to all cereal made of shredded wheat.This is called _____.

The four variables that influence the awareness class include free samples,coupons,advertising,and price.

In legal terms,brand names and logos are referred to as trademarks.

The first step in facilitating adoption is to make consumers aware of a new product's or service's existence.

Patents for inventions including biological,business method,chemical,and software patents are in the _____ category.