Question 1

A product that has attained a monopoly position with its consumers is in the brand preference stage of brand loyalty.

Accepted Answer

A) True 
 B)False

Question 2

A(n)_____ is a national brand sold exclusively by a retail chain.

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 3

A product can fulfill its mission of satisfying consumer needs only if it ensures safe operation.

Accepted Answer

A) True 
 B)False

Question 4

The screening and business analysis stages of new-product development,determine the product's financial and technical requirements.

Accepted Answer

A) True 
 B)False

Question 5

Brand names should contain words or phrases in general use,so that it is easier for the consumers to pronounce,recognize and remember the brand names.

Accepted Answer

A) True 
 B)False

Question 6

Pond's and Sunsilk beauty products,marketed by Unilever,are examples of _____ brands.

Accepted Answer

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

Question 7

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

Accepted Answer

A)  brand licensing 
B)  brand reinforcement 
C)  brand engagement 
D)  brand extension 
A)  brand licensing 
B)  brand reinforcement 
C)  brand engagement 
D)  brand extension

Question 8

Even if a new product tests well in the market and reaches the commercialization stage,it may still take a while to catch on with the general public.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

List out the characteristics of product innovation that influence its adoption rate.

Accepted Answer

Five characteristics of a product innova

Question 11

A venture team functions as an entity separate from the basic organization.

Accepted Answer

A) True 
 B)False

Question 12

The strategy of developing individual offerings to appeal to different market segments while remaining closely related to the existing product line is called _____.

Accepted Answer

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

Question 13

Which of the following is most likely to be the primary factor that attracts a consumer to a generic product?

Accepted Answer

A)  Package design 
B)  Brand name 
C)  Low price 
D)  Product quality 
A)  Package design 
B)  Brand name 
C)  Low price 
D)  Product quality

Question 14

The process by which new goods or services are accepted in the marketplace is known as the _____ process.

Accepted Answer

A)  extension 
B)  referencing 
C)  diffusion 
D)  polarization 
A)  extension 
B)  referencing 
C)  diffusion 
D)  polarization

Question 15

Product liability insurance has become an essential element for any new or existing product strategy.

Accepted Answer

A) True 
 B)False

Question 16

Production of private-label goods helps manufacturers reach additional market segments.

Accepted Answer

A) True 
 B)False

Question 17

Family brands are the most effective aids in implementing market segmentation strategies.

Accepted Answer

A) True 
 B)False

Question 18

Makers of generic products are dependent on brand loyalty for their marketing success.

Accepted Answer

A) True 
 B)False

Question 19

A company introduced a new low calorie version of one of its popular cold drinks.As a result,the sales of the original cold drink started decreasing because consumers preferred its low calorie version.This situation is known as:

Accepted Answer

A)  product encroachment. 
B)  product centralization. 
C)  cannibalization. 
D)  polarization. 
A)  product encroachment. 
B)  product centralization. 
C)  cannibalization. 
D)  polarization.

Question 20

What is a brand? Why is branding important?

Accepted Answer

A brand is a name,term,sign,symbol,desig

Exam 13: Developing and Managing Brand and Product Categories

A product that has attained a monopoly position with its consumers is in the brand preference stage of brand loyalty.

A(n)_____ is a national brand sold exclusively by a retail chain.

A product can fulfill its mission of satisfying consumer needs only if it ensures safe operation.

The screening and business analysis stages of new-product development,determine the product's financial and technical requirements.

Brand names should contain words or phrases in general use,so that it is easier for the consumers to pronounce,recognize and remember the brand names.

Pond's and Sunsilk beauty products,marketed by Unilever,are examples of _____ brands.

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

Even if a new product tests well in the market and reaches the commercialization stage,it may still take a while to catch on with the general public.

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

List out the characteristics of product innovation that influence its adoption rate.

A venture team functions as an entity separate from the basic organization.

The strategy of developing individual offerings to appeal to different market segments while remaining closely related to the existing product line is called _____.

Which of the following is most likely to be the primary factor that attracts a consumer to a generic product?

The process by which new goods or services are accepted in the marketplace is known as the _____ process.

Product liability insurance has become an essential element for any new or existing product strategy.

Production of private-label goods helps manufacturers reach additional market segments.

Family brands are the most effective aids in implementing market segmentation strategies.

Makers of generic products are dependent on brand loyalty for their marketing success.

A company introduced a new low calorie version of one of its popular cold drinks.As a result,the sales of the original cold drink started decreasing because consumers preferred its low calorie version.This situation is known as:

What is a brand? Why is branding important?

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