Question 1

A national brand defines the image most people form when they think of a brand.

Accepted Answer

A) True 
 B)False

Question 2

With reference to the five characteristics of a product innovation,a product innovation is said to have a greater _____,if it is superior to previous ideas reflected in terms of lower price,physical improvements,or ease of use.

Accepted Answer

A)  associability 
B)  compatibility 
C)  relative advantage 
D)  observability 
A)  associability 
B)  compatibility 
C)  relative advantage 
D)  observability

Question 3

A trademark is different from a trade name which is usually used to identify a company.

Accepted Answer

A) True 
 B)False

Question 4

A(n)_____ is characterized by plain labels and no advertising.

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

A firm is most likely to opt for a family brand to market its products when the products are:

Accepted Answer

A)  sold only to a single large retail chain to protect the manufacturer's reputation. 
B)  sufficiently different so as not to compete directly with each other. 
C)  sold in different geographic markets. 
D)  similar in quality and are closely related to one another. 
A)  sold only to a single large retail chain to protect the manufacturer's reputation. 
B)  sufficiently different so as not to compete directly with each other. 
C)  sold in different geographic markets. 
D)  similar in quality and are closely related to one another.

Question 6

Marketers opt for family brand names to distinguish dissimilar products.

Accepted Answer

A) True 
 B)False

Question 7

Discuss the role of federal and state legislation in regulating product safety.

Accepted Answer

Federal and state legislation play a maj

Question 8

A company sent free samples of their new shampoo to a researched list of potential customers.This strategy is most likely to accelerate the evaluation and trial stages of the consumer adoption process.

Accepted Answer

A) True 
 B)False

Question 9

_____ have profit responsibility for their product group and help retailers in maximizing the sales for the whole group of products not just the particular manufacturer's product.

Accepted Answer

A)  Research analysts 
B)  Early purchasers 
C)  Boundary spanners 
D)  Category managers 
A)  Research analysts 
B)  Early purchasers 
C)  Boundary spanners 
D)  Category managers

Question 10

A marketer responsible for an individual product or product line 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 11

Discuss the four dimensions of brand personality as described by the Young & Rubicam Brand Asset Valuator model.

Accepted Answer

The Young & Rubicam model appraises the

Question 12

Concept testing is a marketing research project that attempts to measure consumer attitudes and perceptions about the new product idea.

Accepted Answer

A) True 
 B)False

Question 13

If Sunbeam were to develop a new coffee machine and brand it as "The Coffee Maker," the company would not be able to register the term as its trademark because:

Accepted Answer

A)  the trademark must contain the company's name to be registered. 
B)  using "the" in the trademark makes it exclusive to a particular manufacturer. 
C)  the term describes a particular type of product. 
D)  the trademark should always be an acronym. 
A)  the trademark must contain the company's name to be registered. 
B)  using "the" in the trademark makes it exclusive to a particular manufacturer. 
C)  the term describes a particular type of product. 
D)  the trademark should always be an acronym.

Question 14

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

Accepted Answer

A)  product architect 
B)  product manager 
C)  category manager 
D)  product analyst 
A)  product architect 
B)  product manager 
C)  category manager 
D)  product analyst

Question 15

Karen prefers to buy Clemtec's cleaning products over other brands if they are easily available in the market.Karen is in the brand insistence stage of brand loyalty.

Accepted Answer

A) True 
 B)False

Question 16

A(n)_____ strategy focuses on developing entirely new products for new markets.

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

Dayer's,a popular ice cream brand,added new flavors to their existing line of ice creams to attract kids.This is an example of _____.

Accepted Answer

A)  brand extension 
B)  line extension 
C)  brand engagement 
D)  line engagement 
A)  brand extension 
B)  line extension 
C)  brand engagement 
D)  line engagement

Question 18

Patients cannot sue a pharmaceutical company over the alleged defects of its products,if the FDA has approved the use of the medication.

Accepted Answer

A) True 
 B)False

Question 19

A product is generally regarded as a global brand if:

Accepted Answer

A)  it is sold exclusively by a single retail chain worldwide. 
B)  it sells at least 20 percent outside its home country. 
C)  it can market its products with the same brand name in all its international markets. 
D)  it is easily recognized across the world by its unique trademark. 
A)  it is sold exclusively by a single retail chain worldwide. 
B)  it sells at least 20 percent outside its home country. 
C)  it can market its products with the same brand name in all its international markets. 
D)  it is easily recognized across the world by its unique trademark.

Question 20

Firms may also choose to introduce new products into markets in which they have already established positions to try to increase overall market share.These new offerings are called _____ brands.

Accepted Answer

A)  universal 
B)  flanker 
C)  conjoint 
D)  congruous 
A)  universal 
B)  flanker 
C)  conjoint 
D)  congruous

Exam 13: Developing and Managing Brand and Product Categories

A national brand defines the image most people form when they think of a brand.

With reference to the five characteristics of a product innovation,a product innovation is said to have a greater _____,if it is superior to previous ideas reflected in terms of lower price,physical improvements,or ease of use.

A trademark is different from a trade name which is usually used to identify a company.

A(n)_____ is characterized by plain labels and no advertising.

A firm is most likely to opt for a family brand to market its products when the products are:

Marketers opt for family brand names to distinguish dissimilar products.

Discuss the role of federal and state legislation in regulating product safety.

A company sent free samples of their new shampoo to a researched list of potential customers.This strategy is most likely to accelerate the evaluation and trial stages of the consumer adoption process.

_____ have profit responsibility for their product group and help retailers in maximizing the sales for the whole group of products not just the particular manufacturer's product.

A marketer responsible for an individual product or product line is called a(n)_____.

Discuss the four dimensions of brand personality as described by the Young & Rubicam Brand Asset Valuator model.

Concept testing is a marketing research project that attempts to measure consumer attitudes and perceptions about the new product idea.

If Sunbeam were to develop a new coffee machine and brand it as "The Coffee Maker," the company would not be able to register the term as its trademark because:

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

Karen prefers to buy Clemtec's cleaning products over other brands if they are easily available in the market.Karen is in the brand insistence stage of brand loyalty.

A(n)_____ strategy focuses on developing entirely new products for new markets.

Dayer's,a popular ice cream brand,added new flavors to their existing line of ice creams to attract kids.This is an example of _____.

Patients cannot sue a pharmaceutical company over the alleged defects of its products,if the FDA has approved the use of the medication.

A product is generally regarded as a global brand if:

Firms may also choose to introduce new products into markets in which they have already established positions to try to increase overall market share.These new offerings are called _____ brands.

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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