Question 1

The original objective of product packaging was to increase consumer awareness of the product.

Accepted Answer

A) True 
 B)False  False

Question 2

A(n)_____ is a symbol or a pictorial design that distinguishes a product.

Accepted Answer

A) trade dress 
B) brand preference 
C) brand insistence 
D) generic product 
E) family brand
F)brand equity
G)product diversification
H)trademark
I)brand extension
J)consumer innovator
K)brand name
L)private brand
M)brand manager
N)universal product code
O)cannibalization
P)product liability
Q)captive brand
R)brand mark
S)line extension
T)label 
A) trade dress 
B) brand preference 
C) brand insistence 
D) generic product 
E) family brand
F)brand equity
G)product diversification
H)trademark
I)brand extension
J)consumer innovator
K)brand name
L)private brand
M)brand manager
N)universal product code
O)cannibalization
P)product liability
Q)captive brand
R)brand mark
S)line extension
T)label R

Question 3

A brand is said to have high relevance if a large number of consumers feel the need for the benefits offered by the brand.

Accepted Answer

A) True 
 B)False  True

Question 4

An apparel manufacturer decides to create a line of t-shirts depicting the most popular soft drinks on the market.The images would include Coke,Pepsi,Sprite,Mountain Dew,and Dr.Pepper.The apparel manufacturer will have to complete which of the following practices before creating this line of t-shirts?

Accepted Answer

A)  Line extension 
B)  Brand extension 
C)  Brand licensing 
D)  Brand engagement 
A)  Line extension 
B)  Brand extension 
C)  Brand licensing 
D)  Brand engagement

Question 5

Marketers' emphasis on targeting smaller market segments has increased the importance of
packaging as a promotional tool.

Accepted Answer

A) True 
 B)False

Question 6

A family brand is a single brand name that identifies several related products.

Accepted Answer

A) True 
 B)False

Question 7

What are generic products? Give an example of a generic product.

Accepted Answer

Generic products are products characteri

Question 8

The term _____ refers to the added value a certain brand name gives to a product in the marketplace.

Accepted Answer

A) trade dress 
B) brand preference 
C) brand insistence 
D) generic product 
E) family brand
F)brand equity
G)product diversification
H)trademark
I)brand extension
J)consumer innovator
K)brand name
L)private brand
M)brand manager
N)universal product code
O)cannibalization
P)product liability
Q)captive brand
R)brand mark
S)line extension
T)label 
A) trade dress 
B) brand preference 
C) brand insistence 
D) generic product 
E) family brand
F)brand equity
G)product diversification
H)trademark
I)brand extension
J)consumer innovator
K)brand name
L)private brand
M)brand manager
N)universal product code
O)cannibalization
P)product liability
Q)captive brand
R)brand mark
S)line extension
T)label

Question 9

Individuals who purchase new products almost as soon as these products reach the market are called _____.

Accepted Answer

A)  late adopters 
B)  laggards 
C)  consumer innovators 
D)  hesitant buyers 
A)  late adopters 
B)  laggards 
C)  consumer innovators 
D)  hesitant buyers

Question 10

_____ refers to loss of sales of an existing product due to competition from a new product in the same line.

Accepted Answer

A) trade dress 
B) brand preference 
C) brand insistence 
D) generic product 
E) family brand
F)brand equity
G)product diversification
H)trademark
I)brand extension
J)consumer innovator
K)brand name
L)private brand
M)brand manager
N)universal product code
O)cannibalization
P)product liability
Q)captive brand
R)brand mark
S)line extension
T)label 
A) trade dress 
B) brand preference 
C) brand insistence 
D) generic product 
E) family brand
F)brand equity
G)product diversification
H)trademark
I)brand extension
J)consumer innovator
K)brand name
L)private brand
M)brand manager
N)universal product code
O)cannibalization
P)product liability
Q)captive brand
R)brand mark
S)line extension
T)label

Question 11

Which of the following products is most likely to achieve the status of brand insistence?

Accepted Answer

A)  Cars 
B)  Soaps 
C)  Milk 
D)  Toothpastes 
A)  Cars 
B)  Soaps 
C)  Milk 
D)  Toothpastes

Question 12

In the context of the consumer diffusion process,"_____" constitute the final group of consumers that make trial purchases of a new product.

Accepted Answer

A)  innovators 
B)  late majority 
C)  early purchasers 
D)  laggards 
A)  innovators 
B)  late majority 
C)  early purchasers 
D)  laggards

Question 13

A promotional outlay for a family brand benefits all items in the line.

Accepted Answer

A) True 
 B)False

Question 14

The market shares for generic products increase during economic downturns but subside when the economy improves.

Accepted Answer

A) True 
 B)False

Question 15

The term cannibalization refers to the:

Accepted Answer

A)  difference in expected and actual outcome from the implementation of a market penetration strategy. 
B)  shrinking of a firm's market share due to competition from rivals. 
C)  decline in the brand loyalty for a product due to changing economic conditions. 
D)  decline in the sales of an existing product due to competition from a new product by the same manufacturer. 
A)  difference in expected and actual outcome from the implementation of a market penetration strategy. 
B)  shrinking of a firm's market share due to competition from rivals. 
C)  decline in the brand loyalty for a product due to changing economic conditions. 
D)  decline in the sales of an existing product due to competition from a new product by the same manufacturer.

Question 16

The term _____ refers to the visual components that contribute to the overall look of a brand.

Accepted Answer

A) trade dress 
B) brand preference 
C) brand insistence 
D) generic product 
E) family brand
F)brand equity
G)product diversification
H)trademark
I)brand extension
J)consumer innovator
K)brand name
L)private brand
M)brand manager
N)universal product code
O)cannibalization
P)product liability
Q)captive brand
R)brand mark
S)line extension
T)label 
A) trade dress 
B) brand preference 
C) brand insistence 
D) generic product 
E) family brand
F)brand equity
G)product diversification
H)trademark
I)brand extension
J)consumer innovator
K)brand name
L)private brand
M)brand manager
N)universal product code
O)cannibalization
P)product liability
Q)captive brand
R)brand mark
S)line extension
T)label

Question 17

Companies that follow category management process define the category based on the target market's needs.

Accepted Answer

A) True 
 B)False

Question 18

A _____ is a symbol or a pictorial design that distinguishes a product from its competitors' offerings.

Accepted Answer

A)  brand dress 
B)  water mark 
C)  brand mark 
D)  category tag 
A)  brand dress 
B)  water mark 
C)  brand mark 
D)  category tag

Question 19

Differentiate between a manufacturer's brand and a private brand.Give examples for each.

Accepted Answer

A manufacturer's brand refers to a brand

Question 20

_____ is the strategy of attaching a popular brand name to a new product in an unrelated product category.

Accepted Answer

A) trade dress 
B) brand preference 
C) brand insistence 
D) generic product 
E) family brand
F)brand equity
G)product diversification
H)trademark
I)brand extension
J)consumer innovator
K)brand name
L)private brand
M)brand manager
N)universal product code
O)cannibalization
P)product liability
Q)captive brand
R)brand mark
S)line extension
T)label 
A) trade dress 
B) brand preference 
C) brand insistence 
D) generic product 
E) family brand
F)brand equity
G)product diversification
H)trademark
I)brand extension
J)consumer innovator
K)brand name
L)private brand
M)brand manager
N)universal product code
O)cannibalization
P)product liability
Q)captive brand
R)brand mark
S)line extension
T)label

Exam 13: Developing and Managing Brand and Product Categories

The original objective of product packaging was to increase consumer awareness of the product.

A(n)_____ is a symbol or a pictorial design that distinguishes a product.

A brand is said to have high relevance if a large number of consumers feel the need for the benefits offered by the brand.

Marketers' emphasis on targeting smaller market segments has increased the importance of packaging as a promotional tool.

A family brand is a single brand name that identifies several related products.

What are generic products? Give an example of a generic product.

The term _____ refers to the added value a certain brand name gives to a product in the marketplace.

Individuals who purchase new products almost as soon as these products reach the market are called _____.

_____ refers to loss of sales of an existing product due to competition from a new product in the same line.

Which of the following products is most likely to achieve the status of brand insistence?

In the context of the consumer diffusion process,"_____" constitute the final group of consumers that make trial purchases of a new product.

A promotional outlay for a family brand benefits all items in the line.

The market shares for generic products increase during economic downturns but subside when the economy improves.

The term cannibalization refers to the:

The term _____ refers to the visual components that contribute to the overall look of a brand.

Companies that follow category management process define the category based on the target market's needs.

A _____ is a symbol or a pictorial design that distinguishes a product from its competitors' offerings.

Differentiate between a manufacturer's brand and a private brand.Give examples for each.

_____ is the strategy of attaching a popular brand name to a new product in an unrelated product category.

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Social Media: Living in the Connected World

E-Business: Managing the Customer Experience

Consumer Behavior

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Global Marketing

Market Segmentation, Targeting, and Positioning

Marketing Research and Sales Forecasting

Relationship Marketing and Customer Relationship Management (CRM)

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Retailers, Wholesalers, and Direct Marketers

Integrated Marketing Communications, Advertising, and Public Relations

Personal Selling and Sales Promotion

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Developing an Effective Marketing Plan

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