Question 1

The marketing of low-cost copies of popular brands not manufactured by the original producer is called:

Accepted Answer

A) licensing. 
B) "me-too" marketing. 
C) brand imitation. 
D) product counterfeiting. 
A) licensing. 
B) "me-too" marketing. 
C) brand imitation. 
D) product counterfeiting. D

Question 2

Twenty years ago,the Mississippi Gulf Coast was a nice place to vacation with a white sandy beach,golfing opportunities,resort hotels,and good seafood restaurants.With the addition of casinos,the Gulf Coast improved its odds of being a tourist destination for more travelers.This is an example of:

Accepted Answer

A) a market-product strategy. 
B) diversification. 
C) market modification. 
D) product modification. 
A) a market-product strategy. 
B) diversification. 
C) market modification. 
D) product modification. D

Question 3

What five criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each of the criteria.

Accepted Answer

The five criteria mentioned most often in selecting a good brand name are:

1. Memorability: A good brand name should be easy to remember. For example, "Google" is a memorable brand name.

2. Distinctiveness: A good brand name should stand out and be unique. For example, "Nike" is a distinctive brand name.

3. Relevance: A good brand name should be relevant to the product or service it represents. For example, "Amazon" is a relevant brand name for an online marketplace.

4. Pronounceability: A good brand name should be easy to pronounce. For example, "Coca-Cola" is a brand name that is easy to pronounce.

5. Legal availability: A good brand name should be legally available for use and not infringe on any existing trademarks. For example, "Apple" is a brand name that is legally available for use.

Overall, a good brand name should be memorable, distinctive, relevant, pronounceable, and legally available in order to effectively represent a product or service.

Question 4

Christopher Brosius,the maker of Demeter fragrances,knew that fragrance manufacturers combined several scents to create a perfume.He realized these fragrances smell wonderful on their own.He has bottled more than 150 different individual scents such as Woodsmoke,Lobster,and Chocolate.Each fragrance is sold using the Demeter brand name.Brosius uses _____ to market Demeter fragrances.

Accepted Answer

A) multibranding 
B) family branding 
C) co-branding 
D) dual branding 
A) multibranding 
B) family branding 
C) co-branding 
D) dual branding

Question 5

The Upjohn Company first targeted men for its Rogaine topical solution,a drug to restore hair growth,but later marketed this product to women.The Upjohn Company is using which of the following market modification strategies?

Accepted Answer

A) finding new users 
B) creating new use situations 
C) increasing use by existing customers 
D) modifying the product 
A) finding new users 
B) creating new use situations 
C) increasing use by existing customers 
D) modifying the product

Question 6

Examples such as,Petro-Canada and A&W,Holiday Inn and Pizza Hut Express,Renaissance Hotels with Bath & Body Works,and WestJet and Bell in delivering an in-flight experience to WestJet guests,are all examples of:

Accepted Answer

A) manufacturer branding. 
B) generic branding. 
C) co-branding. 
D) mixed branding. 
A) manufacturer branding. 
B) generic branding. 
C) co-branding. 
D) mixed branding.

Question 7

Warranties which assign responsibility for product deficiencies to the manufacturer are most correctly called _____ warranties.

Accepted Answer

A) limited-coverage 
B) technical 
C) implied 
D) strict-liability 
A) limited-coverage 
B) technical 
C) implied 
D) strict-liability

Question 8

The packaging of Pez candy creates a very high awareness level because of the _____________ that is conveyed.

Accepted Answer

A) use experience 
B) labeling 
C) brand experience 
D) brand use 
A) use experience 
B) labeling 
C) brand experience 
D) brand use

Question 9

As competitors introduce their own products,and the product progresses along its life cycle,company attention is focused on creating _____ demand,or demand for a specific brand.

Accepted Answer

A) selective 
B) primary 
C) derived 
D) generic 
A) selective 
B) primary 
C) derived 
D) generic

Question 10

Explain the following statement: "Packaging provides communication,functional,and perceptual benefits for manufacturers,retailers,and consumers."

Accepted Answer

The answer of Explain the following statement: "Packaging provides communication,functional,and...

Question 11

A hotel chain has stripped out all non-essential services such as breakfast and Wi-Fi.In doing so,the hotel chain is:

Accepted Answer

A) adding product features and using lower quality product materials. 
B) adding product features and using higher quality product materials. 
C) reducing product features and using lower quality product materials. 
D) reducing the number of features, quality, or price of a product. 
A) adding product features and using lower quality product materials. 
B) adding product features and using higher quality product materials. 
C) reducing product features and using lower quality product materials. 
D) reducing the number of features, quality, or price of a product.

Question 12

TB Figure: 2  
-The three products shown in TB Figure 2 are members of the same

Accepted Answer

A) product class. 
B) product design. 
C) product line. 
D) product family. 
A) product class. 
B) product design. 
C) product line. 
D) product family.

Question 13

Lululemon products are seen as fit,healthy,and community focused.These characteristics are referred to as Lululemon's:

Accepted Answer

A) brand personality 
B) brand mannerism 
C) symbolic brand 
D) brand personification 
A) brand personality 
B) brand mannerism 
C) symbolic brand 
D) brand personification

Question 14

Packages create customer value by providing:

Accepted Answer

A) legal disclaimers. 
B) instructions for use. 
C) communication, functional, and perceptual benefits. 
D) environmental impact statements. 
A) legal disclaimers. 
B) instructions for use. 
C) communication, functional, and perceptual benefits. 
D) environmental impact statements.

Question 15

Brand development has spurred Gatorade's success.The Gatorade Performance Series features each of the following EXCEPT:

Accepted Answer

A) Gatorade Energy Bar 
B) Gatorade Energy Drink 
C) Gatorade Nutritional Shake 
D) Gatorade Energy Popsicles 
A) Gatorade Energy Bar 
B) Gatorade Energy Drink 
C) Gatorade Nutritional Shake 
D) Gatorade Energy Popsicles

Question 16

A positive outcome of using a multiproduct branding strategy is:

Accepted Answer

A) product line extensions 
B) sub-branding 
C) brand extension 
D) brand mimicking 
A) product line extensions 
B) sub-branding 
C) brand extension 
D) brand mimicking

Question 17

A few years ago Who Wants to Be a Millionaire premiered as the first nighttime game show in a couple of decades.Once the show became a hit and televised several nights a week,other networks quickly created their own version of what they hoped to be a successful game show format.Greed and Twenty-One are the names of but two of the new shows that were created to compete with Who Wants to Be a Millionaire.At this point in time the nighttime televised game show entered which stage of its product life cycle?

Accepted Answer

A) growth stage 
B) decline stage 
C) commercialization stage 
D) maturity stage 
A) growth stage 
B) decline stage 
C) commercialization stage 
D) maturity stage

Question 18

What is multiproduct branding? What are its advantages and disadvantages?

Accepted Answer

Multiproduct branding, also known as fam

Question 19

Chris works at Whirlpool and is responsible for managing the product life cycle of a new version of dishwasher.Chris is most likely a(n):

Accepted Answer

A) product supervisor. 
B) brand manager. 
C) marketing manager. 
D) advertising and promotion manager. 
A) product supervisor. 
B) brand manager. 
C) marketing manager. 
D) advertising and promotion manager.

Question 20

The bundling of one company's multiple brands into a single marketing effort aimed at a common consumer group is called:

Accepted Answer

A) uniform branding. 
B) EU-branding. 
C) multibranding. 
D) cohort brand management. 
A) uniform branding. 
B) EU-branding. 
C) multibranding. 
D) cohort brand management.

The marketing of low-cost copies of popular brands not manufactured by the original producer is called:

Twenty years ago,the Mississippi Gulf Coast was a nice place to vacation with a white sandy beach,golfing opportunities,resort hotels,and good seafood restaurants.With the addition of casinos,the Gulf Coast improved its odds of being a tourist destination for more travelers.This is an example of:

What five criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each of the criteria.

The Upjohn Company first targeted men for its Rogaine topical solution,a drug to restore hair growth,but later marketed this product to women.The Upjohn Company is using which of the following market modification strategies?

Examples such as,Petro-Canada and A&W,Holiday Inn and Pizza Hut Express,Renaissance Hotels with Bath & Body Works,and WestJet and Bell in delivering an in-flight experience to WestJet guests,are all examples of:

Warranties which assign responsibility for product deficiencies to the manufacturer are most correctly called _____ warranties.

The packaging of Pez candy creates a very high awareness level because of the _____________ that is conveyed.

As competitors introduce their own products,and the product progresses along its life cycle,company attention is focused on creating _____ demand,or demand for a specific brand.

Explain the following statement: "Packaging provides communication,functional,and perceptual benefits for manufacturers,retailers,and consumers."

A hotel chain has stripped out all non-essential services such as breakfast and Wi-Fi.In doing so,the hotel chain is:

TB Figure: 2 -The three products shown in TB Figure 2 are members of the same

Lululemon products are seen as fit,healthy,and community focused.These characteristics are referred to as Lululemon's:

Packages create customer value by providing:

Brand development has spurred Gatorade's success.The Gatorade Performance Series features each of the following EXCEPT:

A positive outcome of using a multiproduct branding strategy is:

What is multiproduct branding? What are its advantages and disadvantages?

Chris works at Whirlpool and is responsible for managing the product life cycle of a new version of dishwasher.Chris is most likely a(n):

The bundling of one company's multiple brands into a single marketing effort aimed at a common consumer group is called:

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Using Social Media to Connect With Consumers

Filters

Exam 11: Managing Products and Brands

The marketing of low-cost copies of popular brands not manufactured by the original producer is called:

Twenty years ago,the Mississippi Gulf Coast was a nice place to vacation with a white sandy beach,golfing opportunities,resort hotels,and good seafood restaurants.With the addition of casinos,the Gulf Coast improved its odds of being a tourist destination for more travelers.This is an example of:

What five criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each of the criteria.

The Upjohn Company first targeted men for its Rogaine topical solution,a drug to restore hair growth,but later marketed this product to women.The Upjohn Company is using which of the following market modification strategies?

Examples such as,Petro-Canada and A&W,Holiday Inn and Pizza Hut Express,Renaissance Hotels with Bath & Body Works,and WestJet and Bell in delivering an in-flight experience to WestJet guests,are all examples of:

Warranties which assign responsibility for product deficiencies to the manufacturer are most correctly called _____ warranties.

The packaging of Pez candy creates a very high awareness level because of the _____________ that is conveyed.

As competitors introduce their own products,and the product progresses along its life cycle,company attention is focused on creating _____ demand,or demand for a specific brand.

Explain the following statement: "Packaging provides communication,functional,and perceptual benefits for manufacturers,retailers,and consumers."

A hotel chain has stripped out all non-essential services such as breakfast and Wi-Fi.In doing so,the hotel chain is:

TB Figure: 2 -The three products shown in TB Figure 2 are members of the same

Lululemon products are seen as fit,healthy,and community focused.These characteristics are referred to as Lululemon's:

Packages create customer value by providing:

Brand development has spurred Gatorade's success.The Gatorade Performance Series features each of the following EXCEPT:

A positive outcome of using a multiproduct branding strategy is:

What is multiproduct branding? What are its advantages and disadvantages?

Chris works at Whirlpool and is responsible for managing the product life cycle of a new version of dishwasher.Chris is most likely a(n):

The bundling of one company's multiple brands into a single marketing effort aimed at a common consumer group is called:

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Using Social Media to Connect With Consumers

Filters