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

Stealing well-known brand names is widely practiced in some newly emerging market economies,such as China.

The name chosen for a brand does three things.It affects the speed with which consumers become aware of the brand,influences the brand's image,and ______.

Brand associations including words,images,colors,smells,and sounds are part of a brand's _____.

A variable that does NOT influence the repeater class would be _____.

The degree to which an innovation is perceived to fit into a person's way of doing things is termed compatibility.

The degree to which the product user or other people can notice the positive effects of new product usage is referred to as _____.

Demographics,distribution,and price are the factors that affect the trier class.

Aerobics was initially considered a woman's sport,but societal attitudes toward aerobics have changed and many health clubs are now offering co-ed aerobics classes.The change in societal attitudes toward men engaging in aerobics represents an increased _____ for this activity.

A _____ permits an author or a firm to secure a monopoly or exclusive rights to use an invention for a period of 20 years.

The choice of a brand name can influence both the early trial of a new brand and its future sales volume.

Which of the following determinant of the awareness class,while closely allied,is not a distinctly marcom activity? 

A _____ is a set of exclusive rights for the form in which an idea or invention is expressed in a tangible medium.

Consumer satisfaction is the major determinant of repeat purchasing.

A patent grants the holder exclusive rights to use an invention for 70 years.

The _____ protects owners of brand names and logos from other companies using the identical or similar names.

Huge investments and concerted efforts to introduce new products and services almost always guarantee success.

Patents that protect the appearance or shape,rather than the utilitarian function of an invention,are in the _____ category.

A new cosmetic product that matches consumers' needs,personal values,beliefs,and past consumption practices has the _____ innovation-related characteristic that increases the likelihood of adoption.