Question 1

first step in the sequential building process of brand equity involves __________.

Accepted Answer

A)  developing positive brand awareness 
B)  creating a consumer-brand connection 
C)  easing consumers' decision making 
D)  eliciting the proper consumer responses to a brand's identity and meaning 
E)  establishing a brand's meaning in the minds of consumers 
A)  developing positive brand awareness 
B)  creating a consumer-brand connection 
C)  easing consumers' decision making 
D)  eliciting the proper consumer responses to a brand's identity and meaning 
E)  establishing a brand's meaning in the minds of consumers

Question 2

branding strategy that involves giving each product a distinct name,which is useful when each brand is intended for a different market segment,is referred to as__________.

Accepted Answer

A)  product differentiation branding 
B)  multibranding 
C)  mixed branding 
D)  segmentation branding 
E)  multiproduct branding 
A)  product differentiation branding 
B)  multibranding 
C)  mixed branding 
D)  segmentation branding 
E)  multiproduct branding

Question 3

Brand personality refers to __________.

Accepted Answer

A)  the personification of a brand in terms of its benefits 
B)  a brand name that cannot be spoken 
C)  a set of human characteristics associated with a brand name 
D)  the added value a brand name gives to a product beyond the functional benefits provided 
E)  the embedded association between a company spokesman or paid celebrity and the product itself 
A)  the personification of a brand in terms of its benefits 
B)  a brand name that cannot be spoken 
C)  a set of human characteristics associated with a brand name 
D)  the added value a brand name gives to a product beyond the functional benefits provided 
E)  the embedded association between a company spokesman or paid celebrity and the product itself

Question 4

Dr. Pepper KISS Ad
-Dr.Pepper KISS ad shown above depicts a set of human characteristics associated with a brand name,which defines its __________.

Accepted Answer

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

Question 5

is the marketing objective for the decline stage of the product life cycle?

Accepted Answer

A)  harvesting 
B)  profit 
C)  stress differentiation 
D)  gain awareness 
E)  maintain brand loyalty 
A)  harvesting 
B)  profit 
C)  stress differentiation 
D)  gain awareness 
E)  maintain brand loyalty

Question 6

stylized blue and white waves that appear in an oval shape on every package of Ocean Spray brand products is an example of a __________.

Accepted Answer

A)  copyright 
B)  trade name 
C)  trade mark 
D)  brand name 
E)  label 
A)  copyright 
B)  trade name 
C)  trade mark 
D)  brand name 
E)  label

Question 7

terms of the diffusion of innovation,early majority accounts for __________ of product adopters.

Accepted Answer

A)  2.5% 
B)  13.5% 
C)  16% 
D)  34% 
E)  50% 
A)  2.5% 
B)  13.5% 
C)  16% 
D)  34% 
E)  50%

Question 8

range of Gatorade offerings from the traditional Gatorade Thirst Quencher to newly enhanced beverages conveying the attitude of a tough-love coach or personal trainer through in-your-face names on the label and nutrition benefits inside are all examples of a company's commitment to __________ product improvement.

Accepted Answer

A)  dynamic 
B)  discontinuous 
C)  continuous 
D)  symbiotic 
E)  simultaneous 
A)  dynamic 
B)  discontinuous 
C)  continuous 
D)  symbiotic 
E)  simultaneous

Question 9

HDTVs are in which stage of the product life cycle?

Accepted Answer

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

Question 10

commercial,legal name under which a company does business is referred to as a __________.

Accepted Answer

A)  brand name 
B)  copyright 
C)  trademark 
D)  label 
E)  trade name 
A)  brand name 
B)  copyright 
C)  trademark 
D)  label 
E)  trade name

Question 11

Soft Drink Ad
-is the brand name of the soft drink ad shown above? Why are you able to answer this question? Specifically,what packaging benefit does the firm use?

Accepted Answer

You can tell this is a Coke bottle simpl

Question 12

of the following are product repositioning strategies EXCEPT __________.

Accepted Answer

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

Question 13

a company uses a product line extension,it __________.

Accepted Answer

A)  manufactures a product under a new brand name so that consumers will view it as an entirely new product line 
B)  manufactures a new product with the current brand name to enter a new market segment in its product class 
C)  speeds up the movement of a product through its product life cycle 
D)  contracts with another firm to manufacture modified versions of the original products 
E)  applies the current brand name to enter a completely different product class 
A)  manufactures a product under a new brand name so that consumers will view it as an entirely new product line 
B)  manufactures a new product with the current brand name to enter a new market segment in its product class 
C)  speeds up the movement of a product through its product life cycle 
D)  contracts with another firm to manufacture modified versions of the original products 
E)  applies the current brand name to enter a completely different product class

Question 14

selecting a brand name,it should (1)suggest product benefits; (2)be memorable,distinctive and positive; (3)__________; (4)have no legal or regulatory restrictions; and (5)be simple and emotional.

Accepted Answer

A)  never have a humorous connotation 
B)  be easy to spell and pronounce 
C)  fit the company or product image 
D)  not be easily imitated 
E)  be patented 
A)  never have a humorous connotation 
B)  be easy to spell and pronounce 
C)  fit the company or product image 
D)  not be easily imitated 
E)  be patented

Question 15

Black & Decker uses a __________ strategy to reach the "do-it-yourself" market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

Accepted Answer

A)  product differentiation branding 
B)  multiproduct branding 
C)  multibranding 
D)  segmentation branding 
E)  private branding 
A)  product differentiation branding 
B)  multiproduct branding 
C)  multibranding 
D)  segmentation branding 
E)  private branding

Question 16

Downsizing reduces the __________.

Accepted Answer

A)  quality of materials without changing the price 
B)  product's price along with the quality of the materials 
C)  package content without changing its size while maintaining or increasing the package price 
D)  number of product features 
E)  number of product items in a product line 
A)  quality of materials without changing the price 
B)  product's price along with the quality of the materials 
C)  package content without changing its size while maintaining or increasing the package price 
D)  number of product features 
E)  number of product items in a product line

Question 17

which stage of the product life cycle do marginal competitors begin to leave the market?

Accepted Answer

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

Question 18

fourth and last step in the sequential process of building brand equity is to __________.

Accepted Answer

A)  develop positive brand awareness 
B)  establish a brand's meaning in the minds of consumers 
C)  elicit the proper consumer responses to a brands identity and meaning 
D)  create a consumer-brand connection 
E)  reward loyal customer behavior 
A)  develop positive brand awareness 
B)  establish a brand's meaning in the minds of consumers 
C)  elicit the proper consumer responses to a brands identity and meaning 
D)  create a consumer-brand connection 
E)  reward loyal customer behavior

Question 19

Dr. Pepper KISS Ad
-added value a brand name gives to a product beyond the functional benefits provided is referred to as __________.

Accepted Answer

A)  brand caché 
B)  brand net worth 
C)  brand equity 
D)  brand benefit 
E)  brand enhancement 
A)  brand caché 
B)  brand net worth 
C)  brand equity 
D)  brand benefit 
E)  brand enhancement

Question 20

Major American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit.Car manufacturers are using which of the following market modification strategies?

Accepted Answer

A)  finding new users 
B)  creating new use situations 
C)  increasing a product's use by existing customers 
D)  modifying the product 
E)  reacting to competitors' positions 
A)  finding new users 
B)  creating new use situations 
C)  increasing a product's use by existing customers 
D)  modifying the product 
E)  reacting to competitors' positions

Exam 11: Managing Successful Products,Services,and Brands

first step in the sequential building process of brand equity involves __________.

branding strategy that involves giving each product a distinct name,which is useful when each brand is intended for a different market segment,is referred to as__________.

Brand personality refers to __________.

Dr. Pepper KISS Ad -Dr.Pepper KISS ad shown above depicts a set of human characteristics associated with a brand name,which defines its __________.

is the marketing objective for the decline stage of the product life cycle?

stylized blue and white waves that appear in an oval shape on every package of Ocean Spray brand products is an example of a __________.

terms of the diffusion of innovation,early majority accounts for __________ of product adopters.

HDTVs are in which stage of the product life cycle?

commercial,legal name under which a company does business is referred to as a __________.

Soft Drink Ad -is the brand name of the soft drink ad shown above? Why are you able to answer this question? Specifically,what packaging benefit does the firm use?

of the following are product repositioning strategies EXCEPT __________.

a company uses a product line extension,it __________.

selecting a brand name,it should (1)suggest product benefits; (2)be memorable,distinctive and positive; (3)__________; (4)have no legal or regulatory restrictions; and (5)be simple and emotional.

Black & Decker uses a __________ strategy to reach the "do-it-yourself" market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

Downsizing reduces the __________.

which stage of the product life cycle do marginal competitors begin to leave the market?

fourth and last step in the sequential process of building brand equity is to __________.

Dr. Pepper KISS Ad -added value a brand name gives to a product beyond the functional benefits provided is referred to as __________.

Major American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit.Car manufacturers are using which of the following market modification strategies?

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation,Targeting,and Positioning

Developing New Products and Services

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

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