Question 1

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

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 2

A brand mark is defined as a part of a brand that can be spoken.

Accepted Answer

A) True 
 B)False

Question 3

Merrill Lynch's bull logo cannot be considered a part of the product's trade dress.

Accepted Answer

A) True 
 B)False

Question 4

The ______ is a powerful regulatory agency that has assumed jurisdiction over the safety of every consumer product except food,automobiles,and a few other products regulated by other agencies.

Accepted Answer

A)  DHSS 
B)  FDA 
C)  CPSC 
D)  OSHA 
A)  DHSS 
B)  FDA 
C)  CPSC 
D)  OSHA

Question 5

The original objective of packaging was to:

Accepted Answer

A)  create a brand image of the product. 
B)  indicate the quality of the product. 
C)  protect products from physical damage. 
D)  comply with government regulations. 
A)  create a brand image of the product. 
B)  indicate the quality of the product. 
C)  protect products from physical damage. 
D)  comply with government regulations.

Question 6

At the _____ stage of brand loyalty,marketers use advertising as a means to increase consumer awareness of a brand.

Accepted Answer

A)  brand recognition 
B)  brand preference 
C)  brand insistence 
D)  brand equity 
A)  brand recognition 
B)  brand preference 
C)  brand insistence 
D)  brand equity

Question 7

Companies that adopt category management system start the process by:

Accepted Answer

A)  setting performance standards and measuring actual results against the standard. 
B)  defining the category based on the target market's needs. 
C)  staffing the sales force, including the national sales teams assigned to major retailers. 
D)  identifying consumer groups and the store clusters with the greatest sales potential. 
A)  setting performance standards and measuring actual results against the standard. 
B)  defining the category based on the target market's needs. 
C)  staffing the sales force, including the national sales teams assigned to major retailers. 
D)  identifying consumer groups and the store clusters with the greatest sales potential.

Question 8

A strong brand identity can contribute to the consumers' perceptions of product quality.

Accepted Answer

A) True 
 B)False

Question 9

The number of product liability lawsuits has fallen in recent years thanks to better designed products and more detailed regulations.

Accepted Answer

A) True 
 B)False

Question 10

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

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

During which of the following stages of a new-product development process,ideas with commercial potential are separated from those not meeting company objectives?

Accepted Answer

A)  Idea generation 
B)  Business analysis 
C)  Screening 
D)  Test marketing 
A)  Idea generation 
B)  Business analysis 
C)  Screening 
D)  Test marketing

Question 12

A(n)_____ consists of words or numbers that can be spoken,and identifies and distinguishes a firm's offerings from those of its competitors.

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

Josh usually buys one brand of orange juice but,occasionally,will buy a competitive brand if it's on sale.Josh is exhibiting brand insistence.

Accepted Answer

A) True 
 B)False

Question 14

Firms can receive trademark protection only for the brand name and brand mark and not for the product features or packaging elements.

Accepted Answer

A) True 
 B)False

Question 15

Branding helps firms build and maintain identity and competitive advantage for their products.

Accepted Answer

A) True 
 B)False

Question 16

A brand name should give buyers the correct connotation of the product's image.

Accepted Answer

A) True 
 B)False

Question 17

A company has introduced a new product in the market.The company distributes free samples of this product to people so that they can try it.This product is at the _____ stage of brand loyalty.

Accepted Answer

A)  brand insistence 
B)  brand association 
C)  brand preference 
D)  brand recognition 
A)  brand insistence 
B)  brand association 
C)  brand preference 
D)  brand recognition

Question 18

National brands sold exclusively by a retail chain are called captive brands.

Accepted Answer

A) True 
 B)False

Question 19

The strategy of _____ refers to the introduction of new products into identifiable or established markets.

Accepted Answer

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

Question 20

Once consumers have used a product,seen it advertised,or noticed it in a store,it moves from the unknown to the known category,which increases the probability that they will purchase it.

Accepted Answer

A) True 
 B)False

Exam 13: Developing and Managing Brand and Product Categories

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

A brand mark is defined as a part of a brand that can be spoken.

Merrill Lynch's bull logo cannot be considered a part of the product's trade dress.

The ______ is a powerful regulatory agency that has assumed jurisdiction over the safety of every consumer product except food,automobiles,and a few other products regulated by other agencies.

The original objective of packaging was to:

At the _____ stage of brand loyalty,marketers use advertising as a means to increase consumer awareness of a brand.

Companies that adopt category management system start the process by:

A strong brand identity can contribute to the consumers' perceptions of product quality.

The number of product liability lawsuits has fallen in recent years thanks to better designed products and more detailed regulations.

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

During which of the following stages of a new-product development process,ideas with commercial potential are separated from those not meeting company objectives?

A(n)_____ consists of words or numbers that can be spoken,and identifies and distinguishes a firm's offerings from those of its competitors.

Josh usually buys one brand of orange juice but,occasionally,will buy a competitive brand if it's on sale.Josh is exhibiting brand insistence.

Firms can receive trademark protection only for the brand name and brand mark and not for the product features or packaging elements.

Branding helps firms build and maintain identity and competitive advantage for their products.

A brand name should give buyers the correct connotation of the product's image.

A company has introduced a new product in the market.The company distributes free samples of this product to people so that they can try it.This product is at the _____ stage of brand loyalty.

National brands sold exclusively by a retail chain are called captive brands.

The strategy of _____ refers to the introduction of new products into identifiable or established markets.

Once consumers have used a product,seen it advertised,or noticed it in a store,it moves from the unknown to the known category,which increases the probability that they will purchase it.

Marketing: The Art and Science of Satisfying Customers

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