Exam 13: Developing and Managing Brand and Product Categories

Product managers have profit responsibility for their product group and help the retailer's category buyer maximize sales for the whole category,not just the particular manufacturer's product.

A _____ strategy concentrates on finding new markets for existing products.

The practice of brand licensing expands a company's exposure in the marketplace.

Brand insistence,the ultimate stage in brand loyalty,leads consumers to refuse alternatives and to search extensively for the desired merchandise.

Describe brand licensing.What are the problems associated with licensing?

Manufacturers' brands are also called national brands.

Family brands cost more than individual brands to market.

Dawn,Joy,and Ivory are dish liquid brands manufactured by Procter & Gamble.All these brands can be regarded as _____ brands.

A popular clothing brand in Switzerland decided to launch a new line of home furniture under the same brand name.This strategy being used by the company to launch its new offerings is called _____.

The Kirkland brand is owned by Costco,and the products can only be purchased at Costco stores.Costco contracts with manufacturers to produce and package products under the Kirkland name.Kirkland can be regarded as a(n):

According to the Young & Rubicam's BrandAsset Valuator model,brand relevance is a dimension of brand personality that refers to:

Brand extension is the strategy of developing individual offerings that appeal to different market segments while remaining closely related to the existing product line.

The Poison Prevention Packaging Act:

The consumer adoption process spans from awareness of a product to its acceptance or rejection after a purchase has been made.

_____ is the ultimate stage in brand loyalty that leads consumers to refuse alternatives and search extensively for the desired merchandise.

More than 90 percent of cereal is consumed at breakfast,but ads for Kellogg's Cracklin' Oat Bran say that it tastes like oatmeal cookies and makes "a great snack anytime." Kellogg's is implementing a strategy of _____ with this product.

A product development strategy concentrates on finding new markets for existing products.

Kroger,a popular milk brand,is a market leader in Denmark.About 30 percent of its sales and earnings take place outside its home country.Kroger can be regarded as a global brand.

Fears of product tampering have forced many firms to improve package designs.

The _____ is a numerical bar code system used to record product and price information.