Question 1

When the Canadian Turkey Marketing Agency tells Canadians that turkey meat is good for everyday meals,not just for Thanksgiving and Christmas,they are:

Accepted Answer

A) creating new use situations 
B) reacting to a competitor's position 
C) increasing use 
D) finding new users 
A) creating new use situations 
B) reacting to a competitor's position 
C) increasing use 
D) finding new users

Question 2

The Egg Farmers of Ontario stress to consumers that the time from 'farm to store' is only two days.As such,this association stresses to retailers to only keep the eggs on display for an additional five days.This display time is referred to as:

Accepted Answer

A) staying power. 
B) storage benefit. 
C) protection potential. 
D) shelf life. 
A) staying power. 
B) storage benefit. 
C) protection potential. 
D) shelf life.

Question 3

Figure: 11-4  
-In Figure 11-4,"B" and "C" represents the third step in the sequential building process of brand equity which would be to elicit the proper consumer responses to a brand's identity and meaning through __________.

Accepted Answer

A) brands identity/brand emotion 
B) brand performance/brand imagery 
C) consumer judgments/consumer feelings 
D) consumer feelings/brand imagery 
A) brands identity/brand emotion 
B) brand performance/brand imagery 
C) consumer judgments/consumer feelings 
D) consumer feelings/brand imagery

Question 4

Which of the following statements is a characteristic of the maturity stage of the product life cycle?

Accepted Answer

A) Often this stage is entered because of environmental or technological factors. 
B) During this stage companies attempt to eliminate distribution channels. 
C) Industry sales revenue peaks, which is one stage after industry profit peaks. 
D) Industry profits peak because production and distribution costs are declining. 
A) Often this stage is entered because of environmental or technological factors. 
B) During this stage companies attempt to eliminate distribution channels. 
C) Industry sales revenue peaks, which is one stage after industry profit peaks. 
D) Industry profits peak because production and distribution costs are declining.

Question 5

An aging baby boomer population has led to increased interest in developing and marketing products to satisfy the need of this potentially large market.As a result moisturizing creams like Oil of Olay are now positioned as "age-defying" creams.This is an example of which of the four factors that may trigger a repositioning action?

Accepted Answer

A) reacting to a competitor's position 
B) reaching a new market 
C) catching a rising trend 
D) changing the value offered 
A) reacting to a competitor's position 
B) reaching a new market 
C) catching a rising trend 
D) changing the value offered

Question 6

You are at the health food store and notice that some supplements are packaged in plastic bottles,while other supplements are packaged in a bag.This is a difference in:

Accepted Answer

A) packaging 
B) branding 
C) marketing 
D) distribution 
A) packaging 
B) branding 
C) marketing 
D) distribution

Question 7

Figure: 11-4  
-In Figure 11-4,"D" and "E" represents the second step in the sequential building process of brand equity which would be to establish a brand's meaning in the minds of consumers from two dimensions:

Accepted Answer

A) brands identity/brand emotion 
B) brand performance/brand imagery 
C) consumer judgments/consumer feelings 
D) brand connotation/brand awareness 
A) brands identity/brand emotion 
B) brand performance/brand imagery 
C) consumer judgments/consumer feelings 
D) brand connotation/brand awareness

Question 8

All of the following are criteria used by Interbrand to differentiate the Top Brands,except:

Accepted Answer

A) financial performance of the brand 
B) role of brand in purchase decision 
C) strength of the brand 
D) innovation of the brand 
A) financial performance of the brand 
B) role of brand in purchase decision 
C) strength of the brand 
D) innovation of the brand

Question 9

A new chip manufacturer wants to launch a new brand of potato chips.Describe the challenges that this manufacturer will face in creating an effective package and label.

Accepted Answer

The new chip manufacturer will face seve

Question 10

Despite have multiple products and product lines,Gatorade's success has been largely driven by:

Accepted Answer

A) excellent brand management 
B) growing athlete base 
C) business efficiencies 
D) innovation 
A) excellent brand management 
B) growing athlete base 
C) business efficiencies 
D) innovation

Question 11

The concept packaging creates in the consumer's mind relates to what kind of benefits?

Accepted Answer

A) communication benefits 
B) functional benefits 
C) perceptual benefits 
D) physical benefits 
A) communication benefits 
B) functional benefits 
C) perceptual benefits 
D) physical benefits

Question 12

Figure: 11-2  
-The product life cycle (PLC)shown in "B" in Figure 11-2 is an example of a __________ life cycle.

Accepted Answer

A) high-learning product 
B) low-learning product 
C) fashion product 
D) fad product 
A) high-learning product 
B) low-learning product 
C) fashion product 
D) fad product

Question 13

Today,Gatorade is sold in more than __________ countries in North America,Europe,Latin America,the Middle East,Africa,Asia,and Australia.

Accepted Answer

A) 50 
B) 75 
C) 90 
D) 110 
A) 50 
B) 75 
C) 90 
D) 110

Question 14

Tums,which has long been used for reducing heartburn,is now being promoted as a source of calcium for the prevention of osteoporosis.Its manufacturer 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 characteristics 
A) finding new users 
B) creating new use situations 
C) increasing use by existing customers 
D) modifying the product characteristics

Question 15

TD bank always uses green colouring in all of their advertisements,while RBC always uses blue colouring in all of their advertisements.These are part of their respective:

Accepted Answer

A) copyrights 
B) trade names 
C) brand marks 
D) brand names 
A) copyrights 
B) trade names 
C) brand marks 
D) brand names

Question 16

All of the following are criteria for selecting a good brand name EXCEPT:

Accepted Answer

A) suggests product features. 
B) suggests product benefits. 
C) fits the company or product image. 
D) is memorable, distinctive, and positive. 
A) suggests product features. 
B) suggests product benefits. 
C) fits the company or product image. 
D) is memorable, distinctive, and positive.

Question 17

Every product manufactured by the SlimFast Company carries the SlimFast brand name.The SlimFast Company uses:

Accepted Answer

A) multibranding. 
B) single branding. 
C) co-branding. 
D) multiproduct branding. 
A) multibranding. 
B) single branding. 
C) co-branding. 
D) multiproduct branding.

Question 18

Imagine Eveready has developed solar rechargeable batteries that cost only slightly more to produce than regular batteries (less than the rechargeable batteries currently available)and can be recharged by sunlight up to 5 times,after which they are meant to be discarded.Unfortunately,the production process cannot be patented,and competitors could arrive within a few months.Which of the following is the best description of the product life cycle of this product?

Accepted Answer

A) rapid growth followed by rapid decline 
B) long, level beginning, and rapid ascent 
C) moderately slow introduction, followed by modest growth, gradually levelling off 
D) high introductory sales, with rapid decline 
A) rapid growth followed by rapid decline 
B) long, level beginning, and rapid ascent 
C) moderately slow introduction, followed by modest growth, gradually levelling off 
D) high introductory sales, with rapid decline

Question 19

Choose an effective brand name and argue why it is effective.

Accepted Answer

An effective brand name is "Apple." This

Question 20

When Rose went shopping for a new purse,she thought she had found a real value-a Gucci purse for about 50% of what she was planning to pay.When she looked more closely,she noticed that although the purse was identical to a Gucci it was not manufactured by Gucci.This was probably an example of:

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.

When the Canadian Turkey Marketing Agency tells Canadians that turkey meat is good for everyday meals,not just for Thanksgiving and Christmas,they are:

The Egg Farmers of Ontario stress to consumers that the time from 'farm to store' is only two days.As such,this association stresses to retailers to only keep the eggs on display for an additional five days.This display time is referred to as:

Figure: 11-4 -In Figure 11-4,"B" and "C" represents the third step in the sequential building process of brand equity which would be to elicit the proper consumer responses to a brand's identity and meaning through __________.

Which of the following statements is a characteristic of the maturity stage of the product life cycle?

You are at the health food store and notice that some supplements are packaged in plastic bottles,while other supplements are packaged in a bag.This is a difference in:

Figure: 11-4 -In Figure 11-4,"D" and "E" represents the second step in the sequential building process of brand equity which would be to establish a brand's meaning in the minds of consumers from two dimensions:

All of the following are criteria used by Interbrand to differentiate the Top Brands,except:

A new chip manufacturer wants to launch a new brand of potato chips.Describe the challenges that this manufacturer will face in creating an effective package and label.

Despite have multiple products and product lines,Gatorade's success has been largely driven by:

The concept packaging creates in the consumer's mind relates to what kind of benefits?

Figure: 11-2 -The product life cycle (PLC)shown in "B" in Figure 11-2 is an example of a __________ life cycle.

Today,Gatorade is sold in more than __________ countries in North America,Europe,Latin America,the Middle East,Africa,Asia,and Australia.

Tums,which has long been used for reducing heartburn,is now being promoted as a source of calcium for the prevention of osteoporosis.Its manufacturer is using which of the following market modification strategies?

TD bank always uses green colouring in all of their advertisements,while RBC always uses blue colouring in all of their advertisements.These are part of their respective:

All of the following are criteria for selecting a good brand name EXCEPT:

Every product manufactured by the SlimFast Company carries the SlimFast brand name.The SlimFast Company uses:

Choose an effective brand name and argue why it is effective.

When Rose went shopping for a new purse,she thought she had found a real value-a Gucci purse for about 50% of what she was planning to pay.When she looked more closely,she noticed that although the purse was identical to a Gucci it was not manufactured by Gucci.This was probably an example of:

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

When the Canadian Turkey Marketing Agency tells Canadians that turkey meat is good for everyday meals,not just for Thanksgiving and Christmas,they are:

The Egg Farmers of Ontario stress to consumers that the time from 'farm to store' is only two days.As such,this association stresses to retailers to only keep the eggs on display for an additional five days.This display time is referred to as:

Figure: 11-4 -In Figure 11-4,"B" and "C" represents the third step in the sequential building process of brand equity which would be to elicit the proper consumer responses to a brand's identity and meaning through __________.

Which of the following statements is a characteristic of the maturity stage of the product life cycle?

You are at the health food store and notice that some supplements are packaged in plastic bottles,while other supplements are packaged in a bag.This is a difference in:

Figure: 11-4 -In Figure 11-4,"D" and "E" represents the second step in the sequential building process of brand equity which would be to establish a brand's meaning in the minds of consumers from two dimensions:

All of the following are criteria used by Interbrand to differentiate the Top Brands,except:

A new chip manufacturer wants to launch a new brand of potato chips.Describe the challenges that this manufacturer will face in creating an effective package and label.

Despite have multiple products and product lines,Gatorade's success has been largely driven by:

The concept packaging creates in the consumer's mind relates to what kind of benefits?

Figure: 11-2 -The product life cycle (PLC)shown in "B" in Figure 11-2 is an example of a __________ life cycle.

Today,Gatorade is sold in more than __________ countries in North America,Europe,Latin America,the Middle East,Africa,Asia,and Australia.

Tums,which has long been used for reducing heartburn,is now being promoted as a source of calcium for the prevention of osteoporosis.Its manufacturer is using which of the following market modification strategies?

TD bank always uses green colouring in all of their advertisements,while RBC always uses blue colouring in all of their advertisements.These are part of their respective:

All of the following are criteria for selecting a good brand name EXCEPT:

Every product manufactured by the SlimFast Company carries the SlimFast brand name.The SlimFast Company uses:

Choose an effective brand name and argue why it is effective.

When Rose went shopping for a new purse,she thought she had found a real value-a Gucci purse for about 50% of what she was planning to pay.When she looked more closely,she noticed that although the purse was identical to a Gucci it was not manufactured by Gucci.This was probably an example of:

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