Question 1

The Federal Trademark Dilution Act of 1995 deals with:

Accepted Answer

A)  unregistered trademarks in the marketplace and legal protection for generic names. 
B)  the establishment of procedures for distinguishing generic names from genericized names. 
C)  the regulation of cases of cybersquatting and Internet domain name impingement. 
D)  the rights of a trademark holder to sue for trademark infringement. 
A)  unregistered trademarks in the marketplace and legal protection for generic names. 
B)  the establishment of procedures for distinguishing generic names from genericized names. 
C)  the regulation of cases of cybersquatting and Internet domain name impingement. 
D)  the rights of a trademark holder to sue for trademark infringement.

Question 2

The _____ strategy seeks to increase sales of existing products in existing markets.

Accepted Answer

A)  product development 
B)  market innovation 
C)  product diversification 
D)  market penetration 
A)  product development 
B)  market innovation 
C)  product diversification 
D)  market penetration

Question 3

Which of the following is true of generic products?

Accepted Answer

A)  They are identified through a brand name owned by a wholesaler or retailer. 
B)  They are identified through a brand name owned by a manufacturer or other producer. 
C)  They are well known national brands sold exclusively through a joint venture between a manufacturer and a retailer. 
D)  They are characterized by plain labels, little or no advertising, and no brand names. 
A)  They are identified through a brand name owned by a wholesaler or retailer. 
B)  They are identified through a brand name owned by a manufacturer or other producer. 
C)  They are well known national brands sold exclusively through a joint venture between a manufacturer and a retailer. 
D)  They are characterized by plain labels, little or no advertising, and no brand names.

Question 4

According to the Young & Rubicam's BrandAsset Valuator model,the _____ is a dimension of brand personality that refers to the extent of consumer awareness of a brand and the understanding of what a good or service represents.

Accepted Answer

A)  knowledge 
B)  esteem 
C)  recognition 
D)  differentiation 
A)  knowledge 
B)  esteem 
C)  recognition 
D)  differentiation

Question 5

Jack does not buy his shoes from any company other than Unparalleled,a leading shoe manufacturer,because of the comfort they offer and their unique style features.Jack is in the brand insistence stage of brand loyalty.

Accepted Answer

A) True 
 B)False

Question 6

A product manager often leads new product development programs,including creation of new product ideas and recommendations for improving existing products.

Accepted Answer

A) True 
 B)False

Question 7

Cannibalization is the loss of sales of an existing product due to competition from a new product introduced into the market by a competing firm.

Accepted Answer

A) True 
 B)False

Question 8

How do family brands differ from individual brands?

Accepted Answer

A family brand is a single brand name th

Question 9

How does a category manager help retailers to maximize the sales of their products?

Accepted Answer

A category manager maximizes sales for t

Question 10

A market penetration strategy seeks to increase sales of existing products in existing markets.

Accepted Answer

A) True 
 B)False

Question 11

At the _____ stage in the consumer adoption process,buyers consider the likely benefits of the product.

Accepted Answer

A)  awareness 
B)  trial 
C)  interest 
D)  evaluation 
A)  awareness 
B)  trial 
C)  interest 
D)  evaluation

Question 12

The term "product positioning" refers to:

Accepted Answer

A)  a low cost market entry strategy in which two or more firms represent one another's complementary yet non-competing products in the markets. 
B)  the process of developing entirely new products for new markets. 
C)  consumers' perceptions of a product's attributes, uses, quality, as well as advantages and disadvantages relative to competing brands. 
D)  the process of developing a trade dress for a new product. 
A)  a low cost market entry strategy in which two or more firms represent one another's complementary yet non-competing products in the markets. 
B)  the process of developing entirely new products for new markets. 
C)  consumers' perceptions of a product's attributes, uses, quality, as well as advantages and disadvantages relative to competing brands. 
D)  the process of developing a trade dress for a new product.

Question 13

A _____ is a brand for which the owner claims exclusive legal protection.

Accepted Answer

A)  water mark 
B)  field symbol 
C)  trademark 
D)  category code 
A)  water mark 
B)  field symbol 
C)  trademark 
D)  category code

Question 14

Consumer innovators are individuals who rely on the experiences of initial buyers before making trial purchases.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following actions can the CPSC take to ensure product safety?

Accepted Answer

A)  Regulating packaging standards for milk products 
B)  Approving safety standards for automobiles 
C)  Inspecting production facilities of food manufacturers 
D)  Ordering product recalls or redesign of faulty products 
A)  Regulating packaging standards for milk products 
B)  Approving safety standards for automobiles 
C)  Inspecting production facilities of food manufacturers 
D)  Ordering product recalls or redesign of faulty products

Question 16

A company's ability to market a product successfully at a higher price compared to its competitors is directly related to its:

Accepted Answer

A)  market capitalization. 
B)  product relevance. 
C)  brand equity. 
D)  market share. 
A)  market capitalization. 
B)  product relevance. 
C)  brand equity. 
D)  market share.

Question 17

The screening and business analysis stages generate extremely important information for new-product development as:

Accepted Answer

A)  they collect information from different sources to generate new ideas. 
B)  they turn the original concept into a product. 
C)  they verify if the product will perform well in a real-life environment. 
D)  they define the proposed product's target market and customers' needs and wants. 
A)  they collect information from different sources to generate new ideas. 
B)  they turn the original concept into a product. 
C)  they verify if the product will perform well in a real-life environment. 
D)  they define the proposed product's target market and customers' needs and wants.

Question 18

A rise in perceived quality or public opinion about a brand enhances the brand's esteem.

Accepted Answer

A) True 
 B)False

Question 19

A person who purchases new products as soon as they are available in the market is called a(n)_____.

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 20

A new product innovation that is consistent with the values and experiences of potential adopters and attracts new buyers at a relatively rapid rate is said to have high _____.

Accepted Answer

A)  complexity 
B)  observability 
C)  compatibility 
D)  transparency 
A)  complexity 
B)  observability 
C)  compatibility 
D)  transparency

Exam 13: Developing and Managing Brand and Product Categories

The Federal Trademark Dilution Act of 1995 deals with:

The _____ strategy seeks to increase sales of existing products in existing markets.

Which of the following is true of generic products?

According to the Young & Rubicam's BrandAsset Valuator model,the _____ is a dimension of brand personality that refers to the extent of consumer awareness of a brand and the understanding of what a good or service represents.

Jack does not buy his shoes from any company other than Unparalleled,a leading shoe manufacturer,because of the comfort they offer and their unique style features.Jack is in the brand insistence stage of brand loyalty.

A product manager often leads new product development programs,including creation of new product ideas and recommendations for improving existing products.

Cannibalization is the loss of sales of an existing product due to competition from a new product introduced into the market by a competing firm.

How do family brands differ from individual brands?

How does a category manager help retailers to maximize the sales of their products?

A market penetration strategy seeks to increase sales of existing products in existing markets.

At the _____ stage in the consumer adoption process,buyers consider the likely benefits of the product.

The term "product positioning" refers to:

A _____ is a brand for which the owner claims exclusive legal protection.

Consumer innovators are individuals who rely on the experiences of initial buyers before making trial purchases.

Which of the following actions can the CPSC take to ensure product safety?

A company's ability to market a product successfully at a higher price compared to its competitors is directly related to its:

The screening and business analysis stages generate extremely important information for new-product development as:

A rise in perceived quality or public opinion about a brand enhances the brand's esteem.

A person who purchases new products as soon as they are available in the market is called a(n)_____.

A new product innovation that is consistent with the values and experiences of potential adopters and attracts new buyers at a relatively rapid rate is said to have high _____.

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

Business-to-Business (B2B)Marketing

Global Marketing

Market Segmentation, Targeting, and Positioning

Marketing Research and Sales Forecasting

Relationship Marketing and Customer Relationship Management (CRM)

Product and Service Strategies

Marketing Channels and Supply Chain Management

Retailers, Wholesalers, and Direct Marketers

Integrated Marketing Communications, Advertising, and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Pricing Strategies

Your Career in Marketing

Developing an Effective Marketing Plan

Financial Analysis in Marketing

Filters