Question 1

Kitchen dishcloths are often difficult to rinse clean and typically dry slowly.A company developed a disposable kitchen cloth that rinses easily and dries quickly.Because this is a new product to the market,it can be said to be in the ________ stage of its product life cycle.

Accepted Answer

A) competitive 
B) trial 
C) introduction 
D) growth 
E) youth

Question 2

An alternative to a two-way stretch is ________,adding more items within the present range of the line.

Accepted Answer

A) cobranding 
B) family branding 
C) a mixing strategy 
D) a filling-out strategy 
E) a contracting strategy

Question 3

Which of the following statements about brand equity is NOT true?

Accepted Answer

A) Brand equity means a brand has customer loyalty. 
B) Brand equity refers to the brand's value to an organization. 
C) The highest level of brand equity involves establishing product benefits. 
D) Brand equity gives a firm the power to capture and hold onto a larger share of the market and to sell at prices with higher profit margins. 
E) Brand equity can provide a competitive advantage.

Question 4

It is most accurate to say that total quality management firms believe that it is the responsibility of ________ employees to serve the needs of customers.

Accepted Answer

A) marketing 
B) research and development 
C) human resource 
D) management 
E) all

Question 5

Brand managers may push too hard with coupons or other price incentives to the point that customers will refuse to buy the product without these promotions.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is true of the Universal Product Code (UPC)?

Accepted Answer

A) It is a five-digit number used to control inventory. 
B) It is a package communication element. 
C) It is legally required for products with dual distribution channels. 
D) It is used only by companies that have more than one retail outlet. 
E) It prevents product cannibalization.

Question 7

Which of the following is a management philosophy that focuses on satisfying customers through empowering employees to be an active part of continuous quality improvement?

Accepted Answer

A) cannibalization 
B) total quality management (TQM) 
C) Six Sigma 
D) ISO 9000 
E) ISO 14000

Question 8

In which stage of the product life cycle will promotional expenditures be especially high in an attempt to create consumer awareness?

Accepted Answer

A) product development 
B) introduction 
C) decline 
D) maturity 
E) youth

Question 9

Breyers and Reese's have worked together to create Breyers Ice Cream with Reese's Peanut Butter Cups.This is an example of ________.

Accepted Answer

A) family branding 
B) ingredient branding 
C) private-label branding 
D) individual branding 
E) generic branding

Question 10

The final stage in the product life cycle is ________.

Accepted Answer

A) maturity 
B) decline 
C) phasing out 
D) harvesting 
E) divestment

Question 11

Arm & Hammer began as a producer of baking soda.Now the company manufactures detergents,deodorants,and fabric softeners under the Arm & Hammer brand name.Arm & Hammer uses a ________ strategy.

Accepted Answer

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

Question 12

A family brand strategy is also called a(n)________ strategy.

Accepted Answer

A) cobranding 
B) licensing 
C) umbrella brand 
D) store brand 
E) national brand

Question 13

Which of the following is most useful when a firm offers a variety of products that serve the needs of a wide range of customers?

Accepted Answer

A) the single marketing manager structure 
B) the independent brand manager structure 
C) the sales manager structure 
D) the product category manager structure 
E) the market manager structure

Question 14

Colgate-Palmolive replaced its brand management structure with a product category management structure.A manager who had once managed Colgate toothpaste now manages all of the company's dental products.Under Colgate's new system,a product category manager would have ________.

Accepted Answer

A) profit and loss responsibility for all dental products 
B) completely different duties than the brand manager had 
C) less direct authority to achieve goals 
D) no authority over functions,other than marketing,that affect dental products 
E) no authority over international dental product sales

Question 15

Which of the following is NOT necessary for a product-related objective to be effective?

Accepted Answer

A) It should focus primarily on short-term implications. 
B) It should be measurable. 
C) It should be feasible. 
D) It should indicate a specific time frame. 
E) It should be clear.

Question 16

What is the most logical explanation that retailers carry private-label brands?

Accepted Answer

A) to eliminate the need for competitive advantages 
B) to encourage transaction marketing 
C) to support trade promotions 
D) to earn more profit 
E) to prevent sales cannibalization

Question 17

Marketers should consider the packaging of other brands within the category when designing their brand's packaging.

Accepted Answer

A) True 
 B)False

Question 18

Practically every brand of soft drink ever made is available at Mom's Soda Shop;regional beverages from around the world can be purchased at the retailer's web site.The retailer targets people who have developed a fondness for a particular soft drink and can no longer find it.The retailer's ________ is all types of soft drinks.

Accepted Answer

A) branding strategy 
B) product objective 
C) positioning strategy 
D) marketing mix 
E) product mix

Question 19

What is ingredient branding? Why would manufacturers want to engage in ingredient branding?

Accepted Answer

The answer of What is ingredient branding? Why would manufacturers...

Question 20

When large companies undertake new-product development,they typically enlist specialists in different areas to create a ________ within the organization.

Accepted Answer

A) focus group 
B) product category team 
C) sales team 
D) venture team 
E) cross-functional brand team

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