Exam 13: Developing and Managing Brand and Product Categories

A product manager often leads new product development programs,including creation of new product ideas and recommendations for improving existing products.

Product managers have profit responsibility for their product group and help the retailer's category buyer maximize sales for the whole category,not just the particular manufacturer's product.

A brand name must qualify for legal protection.

The numerical bar code system used to record product and price information is called the _____.

Match each item with the correct statement below. -A person who purchases new products as soon as they are available in the market is called a(n)_____.

Colin owns a dog food business,but wants to develop a canine fashion line as a way of expanding his portfolio and increasing sales and profits.One of the things customers love about Colin's company is that all of the products are manufactured locally,creating jobs for young people.Though he does not have a lot of money and hopes that he won't have to hire new staff,he thinks he might have to.Rather than developing a canine fashion line,which of the following alternatives can you suggest to Colin?​

The screening and business analysis stages generate extremely important information for new-product development as:

Liz Lange maternity wear and Shaun White's apparel for boys are sold exclusively at Target.These brands are examples of _____ brands.

At the _____ stage in the consumer adoption process,potential buyers begin to seek information about the product.

Tide detergent is available in a variety of formulations but Procter and Gamble should be concerned that any addition to the Tide detergent product line could cannibalize sales of existing products.​

When a company authorizes another organization to use its brand name,the company is practicing brand diversification.

A new product committee is a group in an organization that:

​Through your market research,you know that skiers who buy your brand of ski gloves rely on previous experiences with the product before choosing it over alternatives.Your ski glove has reached the _____ stage of brand loyalty.

Match each item with the correct statement below. -A(n)_____ is a brand for which the owner claims exclusive legal protection.

Brand recognition is the ultimate stage in brand loyalty that leads consumers to refuse alternatives and search extensively for the desired merchandise.

Differentiate between brand extension and line extension strategies.

Which of the following is a benefit of high levels of brand equity as discussed in the textbook?​

Match each item with the correct statement below. -A(n)_____ is characterized by plain labels and no advertising.

​Shawn is a category manager for Hormel Foods' fresh meat division and is based in Bentonville,Arkansas.One of his major responsibilities is to be a resource to Wal-Mart.Which of the following would most likely be part of his responsibility as a category manager?

Jose is an avid runner and is training for his first marathon.He has several different brands of running shoes but his favorites are Asics because they are lightweight and also support his feet.He's going to purchase another pair for his training and decides that from now on,he will only purchase the Asics brand.Which level of brand loyalty is best described by this example?​