Question 1

Brand equity is:

Accepted Answer

A) the added customer value a given brand name gives to a product beyond the functional benefits provided. 
B) adding customer value to the product brand through additional features or higher-quality materials, or reducing its price. 
C) increasing the content contained within the brand's package without changing its size or increasing its price. 
D) the net present value of the royalties the firm receives as a result of licensing its brand to other firms to manufacture and/or market. 
A) the added customer value a given brand name gives to a product beyond the functional benefits provided. 
B) adding customer value to the product brand through additional features or higher-quality materials, or reducing its price. 
C) increasing the content contained within the brand's package without changing its size or increasing its price. 
D) the net present value of the royalties the firm receives as a result of licensing its brand to other firms to manufacture and/or market.

Question 2

The Nike Swish,Adidas symbol,and Apple's apple are examples of:

Accepted Answer

A) product identification. 
B) branding. 
C) trademarking. 
D) copyrighting. 
A) product identification. 
B) branding. 
C) trademarking. 
D) copyrighting.

Question 3

Harry & David is a catalogue retailer.At its inception,the company sold fruit baskets and popularized the "Fruit of the Month" concept.Since then the company has abandoned this restrictive definition of itself,expanded its product mix,and used its promotion to explain that it is the source of the perfect gift for every occasion.Harry & David used a _____ strategy.

Accepted Answer

A) reinvention 
B) repositioning 
C) reconfiguration 
D) realignment 
A) reinvention 
B) repositioning 
C) reconfiguration 
D) realignment

Question 4

Some social benefit brands are sometimes referred to as _________,if they focus on environmental sustainability.

Accepted Answer

A) green brands 
B) eco brands 
C) sustainable brands 
D) environmental brands 
A) green brands 
B) eco brands 
C) sustainable brands 
D) environmental brands

Question 5

Which of the following statements about packaging is NOT true?

Accepted Answer

A) A recent trend is to emphasize the health and safety concerns of packaging. 
B) 25 cents of every dollar spent by consumers goes to packaging. 
C) Packaging can be used to attract customers to new brands. 
D) Packaging can be used to extend shelf life. 
A) A recent trend is to emphasize the health and safety concerns of packaging. 
B) 25 cents of every dollar spent by consumers goes to packaging. 
C) Packaging can be used to attract customers to new brands. 
D) Packaging can be used to extend shelf life.

Question 6

Why would the manufacturer of a new all-natural-ingredient shampoo and conditioner put free samples of the product in Sunday newspapers?

Accepted Answer

A) to simulate laggard usage of the product 
B) to encourage product adoption 
C) to control innovation diffusion 
D) to avoid any possibility of litigation 
A) to simulate laggard usage of the product 
B) to encourage product adoption 
C) to control innovation diffusion 
D) to avoid any possibility of litigation

Question 7

The primary benefit of branding for consumers is branding makes:

Accepted Answer

A) products higher in quality. 
B) products lower in price. 
C) consumers more efficient shoppers. 
D) products higher in value. 
A) products higher in quality. 
B) products lower in price. 
C) consumers more efficient shoppers. 
D) products higher in value.

Question 8

Bow ties,hemmed skirts,and tie-clips are most likely what type of products?

Accepted Answer

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

Question 9

Figure: 11-2  
-The product life cycle (PLC)shown in "A" 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 10

Campbell's Soup ran an advertisement that read: "Our Soups: No Longer Just For Colds and Sick-Days!" Campbell's was attempting:

Accepted Answer

A) Market modification 
B) Product modification 
C) Product repositioning 
D) Market-product strategy 
A) Market modification 
B) Product modification 
C) Product repositioning 
D) Market-product strategy

Question 11

Some experts feel that the anti-energy drink market is in the ______ stage of the product life cycle,while energy drinks are in the ____________ stage.

Accepted Answer

A) introduction; decline 
B) growth; maturity 
C) introduction; maturity 
D) growth; decline 
A) introduction; decline 
B) growth; maturity 
C) introduction; maturity 
D) growth; decline

Question 12

Michelin makes Goodyear tires,Michelin tires,and Sears tires.This strategy for Michelin is referred to as:

Accepted Answer

A) multibranding. 
B) generic branding. 
C) private branding. 
D) mixed branding. 
A) multibranding. 
B) generic branding. 
C) private branding. 
D) mixed branding.

Question 13

Finding new uses for an existing product has been a major strategy in extending the life of Arm & Hammer Baking Soda.The product (unchanged from its original formula)is now being promoted as a dentifrice; a deodorizer for cat litter,carpeting,and refrigerators; and a fire extinguisher.Arm & Hammer is:

Accepted Answer

A) finding new users through a product modification strategy. 
B) creating new use situations through a market modification strategy. 
C) increasing use by existing customers through a product modification strategy. 
D) modifying the product characteristics. 
A) finding new users through a product modification strategy. 
B) creating new use situations through a market modification strategy. 
C) increasing use by existing customers through a product modification strategy. 
D) modifying the product characteristics.

Question 14

All of the following are categories of consumers based on when they purchase a new product,the information sources they use,and their risk-taking orientation EXCEPT:

Accepted Answer

A) initiators. 
B) early adopters. 
C) early majority. 
D) late majority. 
A) initiators. 
B) early adopters. 
C) early majority. 
D) late majority.

Question 15

The pairing of two brand names of two manufacturers on a single product is called:

Accepted Answer

A) multibrand producing. 
B) generic branding. 
C) co-branding. 
D) mixed branding. 
A) multibrand producing. 
B) generic branding. 
C) co-branding. 
D) mixed branding.

Question 16

If Red Bull was to launch an anti-energy drink,the most likely branding strategy for that product would be a:

Accepted Answer

A) multibranding strategy 
B) multiproduct strategy 
C) mixed branding strategy 
D) private branding strategy 
A) multibranding strategy 
B) multiproduct strategy 
C) mixed branding strategy 
D) private branding strategy

Question 17

To handle products in the decline stage of the product life cycle,companies often use either:

Accepted Answer

A) diversification or building. 
B) harvesting or contracting. 
C) deletion or harvesting. 
D) deletion or diversification. 
A) diversification or building. 
B) harvesting or contracting. 
C) deletion or harvesting. 
D) deletion or diversification.

Question 18

Hybrid automobiles are in the ______ stage of the product life cycle.

Accepted Answer

A) introduction 
B) growth 
C) maturity 
D) decline 
A) introduction 
B) growth 
C) maturity 
D) decline

Question 19

Pepsi manufacturers a number of different brands,such as Fritos-Lay.Fritos-Lay recently unveiled their 2014 line of chip products,which,instead of being 500gram bags,were now 450gram bags with 'enhanced flavor,' although no consumer could tell the difference with enhanced flavor.The new 450gram bags sold at the same price as the original 500gram bags.This is an example of:

Accepted Answer

A) Top-down marketing 
B) Trading up 
C) Bottom-up marketing 
D) Downsizing 
A) Top-down marketing 
B) Trading up 
C) Bottom-up marketing 
D) Downsizing

Question 20

According to the latest research,which product category does Canadians most trust the private brand?

Accepted Answer

A) food and beverage 
B) home cleaning 
C) automobiles 
D) vacation services 
A) food and beverage 
B) home cleaning 
C) automobiles 
D) vacation services

Brand equity is:

The Nike Swish,Adidas symbol,and Apple's apple are examples of:

Some social benefit brands are sometimes referred to as _________,if they focus on environmental sustainability.

Which of the following statements about packaging is NOT true?

Why would the manufacturer of a new all-natural-ingredient shampoo and conditioner put free samples of the product in Sunday newspapers?

The primary benefit of branding for consumers is branding makes:

Bow ties,hemmed skirts,and tie-clips are most likely what type of products?

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

Campbell's Soup ran an advertisement that read: "Our Soups: No Longer Just For Colds and Sick-Days!" Campbell's was attempting:

Some experts feel that the anti-energy drink market is in the stage of the product life cycle,while energy drinks are in the ______ stage.

Michelin makes Goodyear tires,Michelin tires,and Sears tires.This strategy for Michelin is referred to as:

All of the following are categories of consumers based on when they purchase a new product,the information sources they use,and their risk-taking orientation EXCEPT:

The pairing of two brand names of two manufacturers on a single product is called:

If Red Bull was to launch an anti-energy drink,the most likely branding strategy for that product would be a:

To handle products in the decline stage of the product life cycle,companies often use either:

Hybrid automobiles are in the ______ stage of the product life cycle.

According to the latest research,which product category does Canadians most trust the private brand?

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

Brand equity is:

The Nike Swish,Adidas symbol,and Apple's apple are examples of:

Some social benefit brands are sometimes referred to as _________,if they focus on environmental sustainability.

Which of the following statements about packaging is NOT true?

Why would the manufacturer of a new all-natural-ingredient shampoo and conditioner put free samples of the product in Sunday newspapers?

The primary benefit of branding for consumers is branding makes:

Bow ties,hemmed skirts,and tie-clips are most likely what type of products?

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

Campbell's Soup ran an advertisement that read: "Our Soups: No Longer Just For Colds and Sick-Days!" Campbell's was attempting:

Some experts feel that the anti-energy drink market is in the ______ stage of the product life cycle,while energy drinks are in the ____________ stage.

Michelin makes Goodyear tires,Michelin tires,and Sears tires.This strategy for Michelin is referred to as:

All of the following are categories of consumers based on when they purchase a new product,the information sources they use,and their risk-taking orientation EXCEPT:

The pairing of two brand names of two manufacturers on a single product is called:

If Red Bull was to launch an anti-energy drink,the most likely branding strategy for that product would be a:

To handle products in the decline stage of the product life cycle,companies often use either:

Hybrid automobiles are in the ______ stage of the product life cycle.

According to the latest research,which product category does Canadians most trust the private brand?

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

Some experts feel that the anti-energy drink market is in the stage of the product life cycle,while energy drinks are in the ______ stage.