Question 1

Brands with high equity often command comparatively large market shares.

Accepted Answer

A) True 
 B)False

Question 2

An excellent brand name or symbol in one country may prove disastrous in another.

Accepted Answer

A) True 
 B)False

Question 3

A market development strategy concentrates on developing new products for existing markets.

Accepted Answer

A) True 
 B)False

Question 4

A brand offered by a wholesaler or a retailer 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 5

The first step in the new-product development process is:

Accepted Answer

A)  screening. 
B)  development. 
C)  idea generation. 
D)  business analysis. 
A)  screening. 
B)  development. 
C)  idea generation. 
D)  business analysis.

Question 6

Which is the following statements is true of category management?

Accepted Answer

A)  Category managers are responsible for the profitability of their product groups. 
B)  Category managers help a retailer's category buyer maximize sales for a particular manufacturer's product rather than the whole category. 
C)  Category managers are usually assigned to a single brand rather than each retail chains. 
D)  Category managers are oriented toward mass market advertising, not in-store merchandising. 
A)  Category managers are responsible for the profitability of their product groups. 
B)  Category managers help a retailer's category buyer maximize sales for a particular manufacturer's product rather than the whole category. 
C)  Category managers are usually assigned to a single brand rather than each retail chains. 
D)  Category managers are oriented toward mass market advertising, not in-store merchandising.

Question 7

If potential buyers can observe an innovation's superiority in a tangible form,the adoption rate increases.

Accepted Answer

A) True 
 B)False

Question 8

A product is said to have achieved brand preference when:

Accepted Answer

A)  the product becomes familiar to the consumer. 
B)  the marketers start selling the product at a discount. 
C)  the consumer sees or recognizes the product and chooses it over its competitors. 
D)  the product has attained monopoly position with its customers. 
A)  the product becomes familiar to the consumer. 
B)  the marketers start selling the product at a discount. 
C)  the consumer sees or recognizes the product and chooses it over its competitors. 
D)  the product has attained monopoly position with its customers.

Question 9

How does a new-product committee differ from a venture team?

Accepted Answer

Members of a new-product committee spend

Question 10

Companies test market their new-product offerings to measure consumer reactions under normal competitive conditions.

Accepted Answer

A) True 
 B)False

Question 11

A company wishing to implement a market segmentation strategy for its products should strongly consider using _____ branding.

Accepted Answer

A)  family 
B)  captive 
C)  generic 
D)  individual 
A)  family 
B)  captive 
C)  generic 
D)  individual

Question 12

A(n)_____ is a single brand name that identifies several related products.

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 13

The original owner of a brand name can claim exclusive rights to the name even when the brand name becomes a descriptive generic name for a class of products.

Accepted Answer

A) True 
 B)False

Question 14

Describe the stages involved in the consumer adoption process.

Accepted Answer

The adoption process involves consumers

Question 15

Small manufacturers usually assign a category manager to each major channel such as grocery stores or drugstores,instead of each retail chain.

Accepted Answer

A) True 
 B)False

Question 16

What is a label? How does it assist in the marketing of the product?

Accepted Answer

A label is a branding component that car

Question 17

The diffusion process focuses on the speed at which an innovative product is accepted or rejected by all members of a community or social system.

Accepted Answer

A) True 
 B)False

Question 18

Annie's Inc.,that produces vinegar for cooking purposes,identified new uses for its product and started promoting it as a fabric softener and a cleansing product.The company started selling the same product in different packages modified for different types of uses.This strategy used by Annie's to increase the sales of its product is an example of a _____ strategy.

Accepted Answer

A)  brand extension 
B)  line engagement 
C)  market penetration 
D)  product diversification 
A)  brand extension 
B)  line engagement 
C)  market penetration 
D)  product diversification

Question 19

Discuss the steps involved in the new product development process.

Accepted Answer

A new product is more likely to become s

Question 20

Which of the following entities is responsible for all phases of a development project,including screening decisions,developing product specifications,and coordinating product testing?

Accepted Answer

A)  Brand extension team 
B)  Business analysis task force 
C)  Category management committee 
D)  New-product department 
A)  Brand extension team 
B)  Business analysis task force 
C)  Category management committee 
D)  New-product department

Exam 13: Developing and Managing Brand and Product Categories

Brands with high equity often command comparatively large market shares.

An excellent brand name or symbol in one country may prove disastrous in another.

A market development strategy concentrates on developing new products for existing markets.

A brand offered by a wholesaler or a retailer is called a(n)_____.

The first step in the new-product development process is:

Which is the following statements is true of category management?

If potential buyers can observe an innovation's superiority in a tangible form,the adoption rate increases.

A product is said to have achieved brand preference when:

How does a new-product committee differ from a venture team?

Companies test market their new-product offerings to measure consumer reactions under normal competitive conditions.

A company wishing to implement a market segmentation strategy for its products should strongly consider using _____ branding.

A(n)_____ is a single brand name that identifies several related products.

The original owner of a brand name can claim exclusive rights to the name even when the brand name becomes a descriptive generic name for a class of products.

Describe the stages involved in the consumer adoption process.

Small manufacturers usually assign a category manager to each major channel such as grocery stores or drugstores,instead of each retail chain.

What is a label? How does it assist in the marketing of the product?

The diffusion process focuses on the speed at which an innovative product is accepted or rejected by all members of a community or social system.

Discuss the steps involved in the new product development process.

Which of the following entities is responsible for all phases of a development project,including screening decisions,developing product specifications,and coordinating product testing?

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