Question 1

Heinz stopped marketing its "Bite Me" brand of frozen pizza snacks due to disappointing sales.This is an example of a ________.

Accepted Answer

A) filling-out strategy 
B) downward line stretch 
C) product line contraction 
D) value stretch 
E) cannibalization strategy

Question 2

A buttery spread designed to help lower cholesterol levels is a product with a number of new competitors entering the market.This product is most likely in the introduction stage of its product life cycle.

Accepted Answer

A) True 
 B)False

Question 3

A company makes several different kinds of shampoo,but it did not have a dandruff shampoo designed for women until it added Pro-Women antidandruff shampoo.This is an example of a(n)________.

Accepted Answer

A) downward line stretch 
B) upward line stretch 
C) cannibalization strategy 
D) filling-out strategy 
E) product line contraction

Question 4

Which of the following is NOT required by the U.S.Food and Drug Administration (FDA)on the labels of most foods sold in the United States?

Accepted Answer

A) amount of saturated fat in the product 
B) sources of all ingredients in the product 
C) amount of cholesterol in the product 
D) number of calories in the product 
E) amount of protein in the product

Question 5

Active Beverages targets the same people who watch the Gravity Games and enjoy skateboarding,in-line skating,mountain biking,and other extreme sports.It makes high-energy drinks for this target market.It does not attempt to make any drinks that are not targeted to this market.Active Beverages uses a(n)________.

Accepted Answer

A) undifferentiated marketing strategy 
B) filling-out strategy 
C) cannibalization strategy 
D) limited-line strategy 
E) brand extension strategy

Question 6

A firm's ________ is determined by the number of separate items within the same category.

Accepted Answer

A) brand equity 
B) product mix width 
C) product line length 
D) product quality 
E) brand strategy

Question 7

A ________ is a firm's total product offering designed to satisfy a group of target customers.

Accepted Answer

A) brand 
B) product line 
C) product mix 
D) positioning strategy 
E) marketing mix

Question 8

Why might a firm want to use green packaging? Describe one type of green packaging in your answer.

Accepted Answer

The answer of Why might a firm want to use...

Question 9

What is the difference between a product line and a product mix?

Accepted Answer

The answer of What is the difference between a product...

Question 10

According to your text,which of the following is probably the most used and most recognized form of branding?

Accepted Answer

A) brand name 
B) trade character 
C) patent 
D) logo 
E) copyright

Question 11

In ________,branded materials become component parts of other branded products.

Accepted Answer

A) family branding 
B) aggregated branding 
C) umbrella branding 
D) manufacturer branding 
E) ingredient branding

Question 12

P&G makes Tide,Cheer,Ivory Snow,and Bold detergents as well as PertPlus,Rejoice,and Vidal Sassoon shampoos.Through its use of a separate and unique brand name for each of these products,Procter & Gamble is using a(n)________ strategy.

Accepted Answer

A) umbrella brand 
B) family brand 
C) individual brand 
D) private-label brand 
E) cobranding

Question 13

Which of the following is essentially no branding at all?

Accepted Answer

A) national branding 
B) ingredient branding 
C) generic branding 
D) sub-branding 
E) store branding

Question 14

A company has only one product line: all the company manufactures is supercomputers.This one product line is also the company's ________.

Accepted Answer

A) branding strategy 
B) marketing mix 
C) product mix 
D) promotional mix 
E) brand equity

Question 15

The sales peak typically occurs during which stage of the product life cycle?

Accepted Answer

A) introduction 
B) youth 
C) development 
D) maturity 
E) leveling

Question 16

The poor quality of American products in comparison to Japanese products in the 1980s led to the ISO quality revolution in American industry.

Accepted Answer

A) True 
 B)False

Question 17

________ involves designing and producing the container or cover for a product.

Accepted Answer

A) Labeling 
B) Licensing 
C) Packaging 
D) Retailing 
E) Servicing

Question 18

Which of the following is true about a brand manager and a product category manager?

Accepted Answer

A) They are two titles for the same job. 
B) They have the same functional responsibilities. 
C) They probably work for large firms. 
D) They are mainly responsible for financial decisions. 
E) They do not consider new product lines.

Question 19

Kellogg's has marketed Special K cereal for a number of years to a loyal customer base.Its introduction of a new cereal called Special K with Red Berries is an example of a(n)________ strategy.

Accepted Answer

A) cannibalization 
B) cobranding 
C) brand extension 
D) upward line stretch 
E) downward line stretch

Question 20

Through ________,one firm sells another firm the right to use a legally protected brand name for a specific purpose for a specific period of time.

Accepted Answer

A) umbrella branding 
B) store branding 
C) franchising 
D) licensing 
E) trademarking

Exam 9: Product II: Product Strategy,branding,and Product Management