Question 1

Individual sounds provide meaning about a brand through a process of sound transference.

Accepted Answer

A) True 
 B)False

Question 2

The _____ protects owners of brand names and logos from other companies using the identical or similar names.

Accepted Answer

A)  Sherman Act 
B)  Magnuson Moss Act 
C)  Federal Trademark Dilution Act 
D)  Clayton Act 
E)  Robinson Patman Act 
A)  Sherman Act 
B)  Magnuson Moss Act 
C)  Federal Trademark Dilution Act 
D)  Clayton Act 
E)  Robinson Patman Act

Question 3

Brand names are sometimes selected based on the empty-vessel philosophy.

Accepted Answer

A) True 
 B)False

Question 4

The degree to which a product innovation is perceived as better than existing alternatives is termed _____.

Accepted Answer

A)  relative advantage 
B)  compatibility 
C)  complexity 
D)  trialability 
E)  observability 
A)  relative advantage 
B)  compatibility 
C)  complexity 
D)  trialability 
E)  observability

Question 5

In evaluating candidate names during the Brand Naming Process,names are evaluated using criteria such as _____.

Accepted Answer

A)  managers' subjective judgment of the suitability of the name 
B)  consumers' awareness level 
C)  technological aspects of the product 
D)  favorability of association conjured up by the name 
E)  economic conditions that may impact the market 
A)  managers' subjective judgment of the suitability of the name 
B)  consumers' awareness level 
C)  technological aspects of the product 
D)  favorability of association conjured up by the name 
E)  economic conditions that may impact the market

Question 6

List the four requirements for a good brand name,and discuss how some brands succeed while appearing to be entirely at odds with the "rules" for creating good brand names.

Accepted Answer

Brand names should satisfy four fundamen

Question 7

Generally speaking,good logos are those that convey essentially the same meaning to all target members.

Accepted Answer

A) True 
 B)False

Question 8

_____ refers to a number of different author or company creations for which a set of exclusive rights are recognized under law.

Accepted Answer

A)  Legal tender 
B)  Intellectual property 
C)  Tangible property 
D)  Assets 
E)  Recoverable assets 
A)  Legal tender 
B)  Intellectual property 
C)  Tangible property 
D)  Assets 
E)  Recoverable assets

Question 9

A variable that does NOT influence the repeater class would be _____.

Accepted Answer

A)  product satisfaction 
B)  free samples 
C)  distribution 
D)  price 
E)  advertising 
A)  product satisfaction 
B)  free samples 
C)  distribution 
D)  price 
E)  advertising

Question 10

Complexity enhances the likeability of a logo.

Accepted Answer

A) True 
 B)False

Question 11

VOSS water has an unusual shape.It may hold a _____ patent.

Accepted Answer

A)  utility 
B)  design 
C)  plant 
D)  copyright 
E)  trademark 
A)  utility 
B)  design 
C)  plant 
D)  copyright 
E)  trademark

Question 12

Which philosophy implies that when a name does not have much preexisting meaning,subsequent marketing communications are able to create the exact meaning desired without contending with past associations already accumulated in people's memories?

Accepted Answer

A)  phonemic symbolism philosophy 
B)  empty-vessel philosophy 
C)  clean-slate philosophy 
D)  suggestive philosophy 
E)  blank-slate philosophy 
A)  phonemic symbolism philosophy 
B)  empty-vessel philosophy 
C)  clean-slate philosophy 
D)  suggestive philosophy 
E)  blank-slate philosophy

Question 13

What are the five product-related characteristics that undergird consumers' attitudes toward new products? Taking the five characteristics into consideration,explain how marketers can increase the likelihood that consumers will adopt innovative products.

Accepted Answer

The product-related characteristics that

Question 14

Patents that protect the appearance of shape,rather than the utilitarian function of an invention,is of the _____ type.

Accepted Answer

A)  utility 
B)  design 
C)  plant 
D)  copyright 
E)  trademark 
A)  utility 
B)  design 
C)  plant 
D)  copyright 
E)  trademark

Question 15

A good brand name should _____.

Accepted Answer

A)  distinguish the brand from competitive offerings 
B)  describe the brand and its attribute benefits 
C)  achieve compatibility with a brand's desired image 
D)  be memorable and easy to pronounce 
E)  All of these are correct. 
A)  distinguish the brand from competitive offerings 
B)  describe the brand and its attribute benefits 
C)  achieve compatibility with a brand's desired image 
D)  be memorable and easy to pronounce 
E)  All of these are correct.

Question 16

The last step in the brand naming process is to register a trademark.

Accepted Answer

A) True 
 B)False

Question 17

Consumer satisfaction is the major determinant of repeat purchasing.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is NOT a main stage of the New Product Adoption Process?

Accepted Answer

A)  unawareness class 
B)  awareness class 
C)  trier class 
D)  repeater class 
E)  All of these are main stagess 
A)  unawareness class 
B)  awareness class 
C)  trier class 
D)  repeater class 
E)  All of these are main stagess

Exam 3: Brand Adoption, Brand Naming, and Intellectual Property Issues

Individual sounds provide meaning about a brand through a process of sound transference.

The _____ protects owners of brand names and logos from other companies using the identical or similar names.

Brand names are sometimes selected based on the empty-vessel philosophy.

The degree to which a product innovation is perceived as better than existing alternatives is termed _____.

In evaluating candidate names during the Brand Naming Process,names are evaluated using criteria such as _____.

List the four requirements for a good brand name,and discuss how some brands succeed while appearing to be entirely at odds with the "rules" for creating good brand names.

Generally speaking,good logos are those that convey essentially the same meaning to all target members.

_____ refers to a number of different author or company creations for which a set of exclusive rights are recognized under law.

A variable that does NOT influence the repeater class would be _____.

Complexity enhances the likeability of a logo.

VOSS water has an unusual shape.It may hold a _____ patent.

Which philosophy implies that when a name does not have much preexisting meaning,subsequent marketing communications are able to create the exact meaning desired without contending with past associations already accumulated in people's memories?

What are the five product-related characteristics that undergird consumers' attitudes toward new products? Taking the five characteristics into consideration,explain how marketers can increase the likelihood that consumers will adopt innovative products.

Patents that protect the appearance of shape,rather than the utilitarian function of an invention,is of the _____ type.

A good brand name should _____.

The last step in the brand naming process is to register a trademark.

Consumer satisfaction is the major determinant of repeat purchasing.

Which of the following is NOT a main stage of the New Product Adoption Process?

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Environmental, Regulatory, and Ethical Issues

Segmentation, Targeting, and Positioning

The Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising Media: Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

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