Question 1

A brand name refers to __________.

Accepted Answer

A) a product's identifier that only can be spoken 
B) a product's identifier that consists of only the symbol or design that cannot be spoken 
C) any word,device (design,sound,shape or color),or combination of these used to distinguish a seller's products or services 
D) the commercial,legal name under which a company does business 
E) the identification of an organization's products based upon individual SKUs 
A) a product's identifier that only can be spoken 
B) a product's identifier that consists of only the symbol or design that cannot be spoken 
C) any word,device (design,sound,shape or color),or combination of these used to distinguish a seller's products or services 
D) the commercial,legal name under which a company does business 
E) the identification of an organization's products based upon individual SKUs

Question 2

Which of the following products would have a high-learning product life cycle curve?

Accepted Answer

A) electric cars 
B) Fusion razors 
C) fleece bikinis 
D) women's hosiery 
E) vinyl dresses 
A) electric cars 
B) Fusion razors 
C) fleece bikinis 
D) women's hosiery 
E) vinyl dresses

Question 3

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while.The product's recent introduction of a DiGiorno cheese stuffed crust to its line of pizzas is an example of __________.

Accepted Answer

A) a market-product grid 
B) diversification 
C) market modification 
D) product class extension 
E) product modification 
A) a market-product grid 
B) diversification 
C) market modification 
D) product class extension 
E) product modification

Question 4

Tylenol successfully used __________ with the introduction of Tylenol$\rightarrow$Arthritis,Tylenol$\rightarrow$Sinus and Allergy,Tylenol$\rightarrow$Cold and Flu,and Tylenol$\rightarrow$Pain and Sleeplessness.

Accepted Answer

A) family branding 
B) multiproduct branding 
C) subbranding 
D) mixed branding 
E) generic branding 
A) family branding 
B) multiproduct branding 
C) subbranding 
D) mixed branding 
E) generic branding

Question 5

The second 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 brand's 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 brand's identity and meaning 
D) create a consumer-brand connection 
E) reward loyal customer behavior

Question 6

Which of the following products has the brand name that BEST suggests its benefit according to the six criteria for selecting a good brand name?

Accepted Answer

A) Spam canned meat 
B) Ken's salad dressing 
C) Formula 409 cleaner 
D) Match Light charcoal 
E) Bayer aspirin 
A) Spam canned meat 
B) Ken's salad dressing 
C) Formula 409 cleaner 
D) Match Light charcoal 
E) Bayer aspirin

Question 7

Gatorade successfully used a __________ strategy when it introduced Gatorade G2.

Accepted Answer

A) subbranding 
B) multibranding 
C) mixed branding 
D) generic branding 
E) family branding 
A) subbranding 
B) multibranding 
C) mixed branding 
D) generic branding 
E) family branding

Question 8

At which stage in the product life cycle do industry profits usually peak?

Accepted Answer

A) introduction 
B) growth 
C) maturity 
D) decline 
E) accelerated development 
A) introduction 
B) growth 
C) maturity 
D) decline 
E) accelerated development

Question 9

When selecting a brand name,it should: (1)suggest the product benefits; (2)be memorable,distinctive and positive; (3)__________; (4)have no legal or regulatory restrictions; (5)be simple and emotional;and (6)have favorable phonetic and semantic associations in other languages.

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 10

The 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 11

Which of the following statements about are perceptual benefits conveyed by a product's packaging and labeling is NOT true?

Accepted Answer

A) Global brands can benefit from "country of origin or manufacture" perceptions since consumers tend to hold ethnocentric stereotypes about country-product pairings that they judge "best." 
B) Packaging and labeling have been shown to enhance brand recognition and facilitate the formation of strong,favorable,and unique brand associations. 
C) Packaging and labeling satisfy the legal requirements for the conveyance of information. 
D) Changes in packaging and labeling can uphold a brand's image in consumers' minds. 
E) The color,shape,and graphics of a package or label distinguish one brand from another. 
A) Global brands can benefit from "country of origin or manufacture" perceptions since consumers tend to hold ethnocentric stereotypes about country-product pairings that they judge "best." 
B) Packaging and labeling have been shown to enhance brand recognition and facilitate the formation of strong,favorable,and unique brand associations. 
C) Packaging and labeling satisfy the legal requirements for the conveyance of information. 
D) Changes in packaging and labeling can uphold a brand's image in consumers' minds. 
E) The color,shape,and graphics of a package or label distinguish one brand from another.

Question 12

Four key challenges that package and label designers face include: (1)connecting with customers; (2)__________; (3)health,safety,and security issues;and (4)cost reduction.

Accepted Answer

A) governmental regulations 
B) environmental concerns 
C) competition from global markets 
D) patent and trademark issues 
E) cultural and societal issues 
A) governmental regulations 
B) environmental concerns 
C) competition from global markets 
D) patent and trademark issues 
E) cultural and societal issues

Question 13

Express warranties

Accepted Answer

A) provide a written statement of manufacturer liability. 
B) state the bounds of coverage,and more important,areas of noncoverage. 
C) have no limits of noncoverage. 
D) assign responsibility for product deficiencies to the manufacturer. 
E) assign responsibility for product deficiencies on misuse to the consumer. 
A) provide a written statement of manufacturer liability. 
B) state the bounds of coverage,and more important,areas of noncoverage. 
C) have no limits of noncoverage. 
D) assign responsibility for product deficiencies to the manufacturer. 
E) assign responsibility for product deficiencies on misuse to the consumer.

Question 14

If a firm's marketing dashboard displays a BDI under 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,this indicates which of the following?

Accepted Answer

A) a weak brand position in a segment 
B) a strong brand position in a segment 
C) above-average product category purchases by a market segment 
D) below-average product category purchases by a market segment 
E) There is not enough information to make any conclusions. 
A) a weak brand position in a segment 
B) a strong brand position in a segment 
C) above-average product category purchases by a market segment 
D) below-average product category purchases by a market segment 
E) There is not enough information to make any conclusions.

Question 15

Johnson & Johnson effectively repositioned St.Joseph Aspirin as a product for infants to an adult low-strength aspirin to reduce the risk of heart attacks or strokes.This is an example of a product repositioning by __________.

Accepted Answer

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

Question 16

For years,when most consumers thought of cranberries,they thought of the Ocean Spray brand.Then Northland cranberry juice came on the market,claiming that it was superior to the Ocean Spray brand.Northland was creating __________ demand for its cranberry products.

Accepted Answer

A) primary 
B) derived 
C) generic 
D) selective 
E) secondary 
A) primary 
B) derived 
C) generic 
D) selective 
E) secondary

Question 17

A branding strategy in which a company uses one name for all its products in a product class is referred to as __________.

Accepted Answer

A) global branding 
B) public branding 
C) multibranding 
D) brand licensing 
E) multiproduct branding 
A) global branding 
B) public branding 
C) multibranding 
D) brand licensing 
E) multiproduct branding

Question 18

Apple introduced the iPhone and iPad that use a multitouch screen to control and interact with what's on its screen,as well as the Magic Trackpad,which is also is a multitouch device.These devices require consumers to use gestures (touch,swipe,tap,etc. )to perform various functions.This could "exterminate" the "mouse," a device Apple invented in 1977 for its Apple II computer that enabled users to perform various functions by moving the mouse and clicking its button.Based on the emergence of these two multitouch technologies,the mouse MOST LIKELY is now in the __________ stage of its product life cycle.

Accepted Answer

A) introduction 
B) decline 
C) maturity 
D) deletion 
E) harvesting 
A) introduction 
B) decline 
C) maturity 
D) deletion 
E) harvesting

Question 19

In the late 1950s and 1960s,television westerns were extremely popular.These adventure shows had settings and costumes that were very unlike other shows of that time (comedy,variety,crime,etc. ).Popular programs included Gunsmoke,Bonanza,Wagon Train,The Big Valley etc.When ratings declined as viewers gradually stopped watching this TV genre,production companies found the networks no longer wanted to buy and televise such shows.The production companies used a __________ strategy and stopped production on all television westerns when the networks stopped showing them.

Accepted Answer

A) diversification 
B) aggregation 
C) segmentation 
D) deletion 
E) harvesting 
A) diversification 
B) aggregation 
C) segmentation 
D) deletion 
E) harvesting

Question 20

When Apple first introduced the Apple II personal computer in 1977,industry analysts predicted that very few would be sold.However,a short time after the product was made available,consumers who were young,highly educated,adventuresome,and who were well informed began buying them.While those buyers were relatively few in number,marketers like IBM and Compaq were encouraged because other,less adventuresome consumers like businesspeople would likely adopt personal computers later.Based on the diffusion of innovation concept,those first buyers of personal computers were __________.

Accepted Answer

A) early adopters 
B) early majority 
C) innovators 
D) product leaders 
E) diffusion leaders 
A) early adopters 
B) early majority 
C) innovators 
D) product leaders 
E) diffusion leaders

Exam 11: Managing Successful Products, Services, and Brands

A brand name refers to __________.

Which of the following products would have a high-learning product life cycle curve?

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while.The product's recent introduction of a DiGiorno cheese stuffed crust to its line of pizzas is an example of __________.

Tylenol successfully used __________ with the introduction of Tylenol →\rightarrow→ Arthritis,Tylenol →\rightarrow→ Sinus and Allergy,Tylenol →\rightarrow→ Cold and Flu,and Tylenol →\rightarrow→ Pain and Sleeplessness.

The second step in the sequential process of building brand equity is to __________.

Which of the following products has the brand name that BEST suggests its benefit according to the six criteria for selecting a good brand name?

Gatorade successfully used a __________ strategy when it introduced Gatorade G2.

At which stage in the product life cycle do industry profits usually peak?

When selecting a brand name,it should: (1)suggest the product benefits; (2)be memorable,distinctive and positive; (3)__________; (4)have no legal or regulatory restrictions; (5)be simple and emotional;and (6)have favorable phonetic and semantic associations in other languages.

The added value a brand name gives to a product beyond the functional benefits provided is referred to as __________.

Which of the following statements about are perceptual benefits conveyed by a product's packaging and labeling is NOT true?

Four key challenges that package and label designers face include: (1)connecting with customers; (2)__________; (3)health,safety,and security issues;and (4)cost reduction.

Express warranties

If a firm's marketing dashboard displays a BDI under 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,this indicates which of the following?

Johnson & Johnson effectively repositioned St.Joseph Aspirin as a product for infants to an adult low-strength aspirin to reduce the risk of heart attacks or strokes.This is an example of a product repositioning by __________.

For years,when most consumers thought of cranberries,they thought of the Ocean Spray brand.Then Northland cranberry juice came on the market,claiming that it was superior to the Ocean Spray brand.Northland was creating __________ demand for its cranberry products.

A branding strategy in which a company uses one name for all its products in a product class is referred to as __________.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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 to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters

Tylenol successfully used __________ with the introduction of Tylenol $\rightarrow$ Arthritis,Tylenol $\rightarrow$ Sinus and Allergy,Tylenol $\rightarrow$ Cold and Flu,and Tylenol $\rightarrow$ Pain and Sleeplessness.