Question 1

Match each item with the correct statement below.
-A(n)_____ is a national brand sold exclusively by a retail chain.

Accepted Answer

A) trade dress 
B) brand preference 
C) brand insistence 
D) generic product 
E) family brand
F)brand equity
G)product diversification
H)trademark
I)brand extension
J)consumer innovator
K)brand name
L)private brand
M)brand manager
N)universal product code (UP
C) 
O)cannibalization
P)product liability
Q)captive brand
R)brand mark
S)line extension
T)label 
A) trade dress 
B) brand preference 
C) brand insistence 
D) generic product 
E) family brand
F)brand equity
G)product diversification
H)trademark
I)brand extension
J)consumer innovator
K)brand name
L)private brand
M)brand manager
N)universal product code (UP
C) 
O)cannibalization
P)product liability
Q)captive brand
R)brand mark
S)line extension
T)label

Question 2

Marcia's company is at the commercialization stage of new product development.Before company executives move forward with this stage,what advice can you give them?​

Accepted Answer

A) ​Focus on the cannibalization of existing products. 
B) ​Focus on the promotional mix rather than the distribution mix. 
C) ​The marketing mix should be planned before the selection of the target market. 
D) ​The launch date should coincide with a good economic situation to maximize sales. 
E) ​Target only opinion leaders because they are the ones who will spend the most money on the product. 
A) ​Focus on the cannibalization of existing products. 
B) ​Focus on the promotional mix rather than the distribution mix. 
C) ​The marketing mix should be planned before the selection of the target market. 
D) ​The launch date should coincide with a good economic situation to maximize sales. 
E) ​Target only opinion leaders because they are the ones who will spend the most money on the product.

Question 3

If Sunbeam were to develop a new coffee machine and brand it as "The Coffee Maker," the company would not be able to register the term as its trademark because:

Accepted Answer

A) the trademark must contain the company's name to be registered. 
B) using "the" in the trademark makes it exclusive to a particular manufacturer. 
C) the term describes a particular type of product. 
D) the trademark should always be an acronym. 
A) the trademark must contain the company's name to be registered. 
B) using "the" in the trademark makes it exclusive to a particular manufacturer. 
C) the term describes a particular type of product. 
D) the trademark should always be an acronym.

Question 4

​A key element in the success of Google is that the company's search engine is perceived as appropriate to people all over the globe.An enormous number of consumers feel a need for Google's benefits.Based on this information,which dimension of brand personality is best illustrated by Google?

Accepted Answer

A) ​Differentiation 
B) ​Esteem 
C) ​Knowledge 
D) ​Relevance 
E) ​Commitment 
A) ​Differentiation 
B) ​Esteem 
C) ​Knowledge 
D) ​Relevance 
E) ​Commitment

Question 5

A _____ strategy focuses on developing entirely new products for new markets.

Accepted Answer

A) market penetration 
B) market development 
C) product development 
D) product diversification 
A) market penetration 
B) market development 
C) product development 
D) product diversification

Question 6

Brand names should contain words or phrases in general use,so that it is easier for the consumers to pronounce,recognize and remember the brand names.

Accepted Answer

A) True 
 B)False

Question 7

A venture team functions as an entity separate from the basic organization.

Accepted Answer

A) True 
 B)False

Question 8

Briefly describe the three stages of brand loyalty.

Accepted Answer

Marketers measure brand loyalty in three

Question 9

Cannibalization is the loss of sales of an existing product due to competition from a new product introduced into the market by a competing firm.

Accepted Answer

A) True 
 B)False

Question 10

The added value that a certain brand name gives to a product in the marketplace is called _____.

Accepted Answer

A) brand identity 
B) brand relevance 
C) brand recognition 
D) brand equity 
A) brand identity 
B) brand relevance 
C) brand recognition 
D) brand equity

Question 11

The practice of brand licensing expands a company's exposure in the marketplace.

Accepted Answer

A) True 
 B)False

Question 12

Product liability insurance has become an essential element for any new or existing product strategy.

Accepted Answer

A) True 
 B)False

Question 13

Kroger,a popular milk brand,is a market leader in Denmark.About 30 percent of its sales and earnings take place outside its home country.Kroger can be regarded as a global brand.

Accepted Answer

A) True 
 B)False

Question 14

How does a new-product committee differ from a venture team?

Accepted Answer

Members of a new-product committee spend

Question 15

Based on the Young & Rubicam's BrandAsset Valuator model,_____ is a dimension of brand personality that refers to a brand's ability to stand apart from competitors.

Accepted Answer

A) knowledge 
B) differentiation 
C) relevance 
D) competence 
A) knowledge 
B) differentiation 
C) relevance 
D) competence

Question 16

Private labels typically provide better profit margins than captive brands.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following actions can the CPSC take to ensure product safety?

Accepted Answer

A) Regulating packaging standards for milk products 
B) Approving safety standards for automobiles 
C) Inspecting production facilities of food manufacturers 
D) Ordering product recalls or redesign of faulty products 
A) Regulating packaging standards for milk products 
B) Approving safety standards for automobiles 
C) Inspecting production facilities of food manufacturers 
D) Ordering product recalls or redesign of faulty products

Question 18

Which of the following statements is true of category management?

Accepted Answer

A) Category managers are responsible for the profitability of their product groups. 
B) Category managers help a retailer's category buyer maximize sales for a particular manufacturer's product rather than the whole category. 
C) Category managers are usually assigned to a single brand rather than each retail chains. 
D) Category managers are oriented toward mass market advertising, not in-store merchandising. 
A) Category managers are responsible for the profitability of their product groups. 
B) Category managers help a retailer's category buyer maximize sales for a particular manufacturer's product rather than the whole category. 
C) Category managers are usually assigned to a single brand rather than each retail chains. 
D) Category managers are oriented toward mass market advertising, not in-store merchandising.

Question 19

What is a brand? Why is branding important?

Accepted Answer

A brand is a name,term,sign,symbol,desig

Question 20

Companies that follow category management process define the category based on the target market's needs.

Accepted Answer

A) True 
 B)False

Exam 13: Developing and Managing Brand and Product Categories

Match each item with the correct statement below. -A(n)_____ is a national brand sold exclusively by a retail chain.

Marcia's company is at the commercialization stage of new product development.Before company executives move forward with this stage,what advice can you give them?​

If Sunbeam were to develop a new coffee machine and brand it as "The Coffee Maker," the company would not be able to register the term as its trademark because:

​A key element in the success of Google is that the company's search engine is perceived as appropriate to people all over the globe.An enormous number of consumers feel a need for Google's benefits.Based on this information,which dimension of brand personality is best illustrated by Google?

A _____ strategy focuses on developing entirely new products for new markets.

Brand names should contain words or phrases in general use,so that it is easier for the consumers to pronounce,recognize and remember the brand names.

A venture team functions as an entity separate from the basic organization.

Briefly describe the three stages of brand loyalty.

Cannibalization is the loss of sales of an existing product due to competition from a new product introduced into the market by a competing firm.

The added value that a certain brand name gives to a product in the marketplace is called _____.

The practice of brand licensing expands a company's exposure in the marketplace.

Product liability insurance has become an essential element for any new or existing product strategy.

Kroger,a popular milk brand,is a market leader in Denmark.About 30 percent of its sales and earnings take place outside its home country.Kroger can be regarded as a global brand.

How does a new-product committee differ from a venture team?

Based on the Young & Rubicam's BrandAsset Valuator model,_____ is a dimension of brand personality that refers to a brand's ability to stand apart from competitors.

Private labels typically provide better profit margins than captive brands.

Which of the following actions can the CPSC take to ensure product safety?

Which of the following statements is true of category management?

What is a brand? Why is branding important?

Companies that follow category management process define the category based on the target market's needs.

Marketing: the Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, ethics, and Social Responsibility

Social Media: Living in the Connected World

E-Business: Managing the Customer Experience

Consumer Behavior

Business-To-Business B2bmarketing

Global Marketing

Market Segmentation, targeting, and Positioning

Marketing Research in the Era of Big Data

Relationship Marketing and Customer Relationship Management Crm

Product and Service Strategies

Marketing Channels and Supply Chain Management

Retailers, wholesalers, and Direct Marketers

Integrated Marketing Communications, advertising, and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Pricing Strategies

Developing an Effective Marketing Plan

Financial Analysis in Marketing

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Marcia's company is at the commercialization stage of new product development.Before company executives move forward with this stage,what advice can you give them?

A key element in the success of Google is that the company's search engine is perceived as appropriate to people all over the globe.An enormous number of consumers feel a need for Google's benefits.Based on this information,which dimension of brand personality is best illustrated by Google?