Question 1

A set of human characteristics associated with a brand name is referred to as

Accepted Answer

A)  a symbolic brand. 
B)  a brand personality. 
C)  a brand psychographic. 
D)  brand personification. 
E)  product personification.

Question 2

In the late 1950s and 1960s, television Westerns were extremely popular and included Gunsmoke, Bonanza, Wagon Train, and The Big Valley. When ratings declined as viewers' tastes changed, production of them waned. The television Western was a product category that had entered the ________ stage of its product life cycle.

Accepted Answer

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

Question 3

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes. Colgate pays Mattel a fee for the use of the Barbie name and image. This is an example of

Accepted Answer

A)  brand licensing. 
B)  co-branding. 
C)  generic branding. 
D)  reseller licensing. 
E)  mixed branding.

Question 4

The ________ stage of the product life cycle is characterized by rapid increases in sales.

Accepted Answer

A)  introduction 
B)  growth 
C)  maturity 
D)  decline 
E)  harvest

Question 5

Kemps makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy). Kemps pays Wrigley, the owner of the Life Savers brand name, a fee to market this product. This is an example of

Accepted Answer

A)  generic branding. 
B)  reseller licensing. 
C)  mixed branding. 
D)  brand licensing. 
E)  co-branding.

Question 6

People who tried a product, were satisfied, and bought it again are called ________ purchasers.

Accepted Answer

A)  frequent 
B)  recurring 
C)  customary 
D)  habitual 
E)  repeat

Question 7

Justin's nut butter packaging includes a label with the number of grams of protein it offers on the front, as well as complete nutritional facts on the back. The packaging in this case mostly likely offers which type of benefits?

Accepted Answer

A)  functional benefits 
B)  perceptual benefits 
C)  communication benefits 
D)  technology benefits 
E)  sustainability benefits

Question 8

Mott's applesauce promotes itself as a low-fat alternative to cooking oil for baked goods. Mott's is

Accepted Answer

A)  finding new users through a product modification strategy. 
B)  increasing use by existing customers through a product modification strategy. 
C)  modifying the product characteristics. 
D)  creating new use situations through a market modification strategy. 
E)  demarketing the product.

Question 9

A company uses ________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

Accepted Answer

A)  manufacturer branding 
B)  private branding 
C)  generic branding 
D)  co-branding 
E)  brand licensing

Question 10

An aging baby boomer population has led to increased interest in developing and marketing products to satisfy the needs of this large market. As a result, moisturizing lotions and creams such as Oil of Olay are now repositioned as "age-defying" products. This is an example of which product repositioning action?

Accepted Answer

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

Question 11

Hormel owns a variety of brands, including Jennie-O, Muscle Milk, Skippy, and Justin's. For these brands, Hormel uses a ________ strategy.

Accepted Answer

A)  co-branding 
B)  multibranding 
C)  multiproduct 
D)  mixed brand 
E)  private branding

Question 12

Which of the following quotes from a new-product adopter would signal the need for a firm to counteract a risk barrier?

Accepted Answer

A)  "It is against my religion." 
B)  "What if my wife hates it?" 
C)  "I don't want to try this if it means I have to swallow it with milk." 
D)  "Big deal, the only difference is the shape of the package." 
E)  "Sure I'll try it; why not!"

Question 13

The swoosh that appears on every Nike product is an example of a

Accepted Answer

A)  copyright. 
B)  trade identification. 
C)  patent. 
D)  brand name. 
E)  label.

Question 14

In the late 1950s and 1960s, television Westerns were extremely popular and included Gunsmoke, Bonanza, Wagon Train, and The Big Valley. When ratings declined as viewers' tastes changed, production companies used _______ strategy and stopped producing all television Westerns when the networks stopped showing them.

Accepted Answer

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

Question 15

Ralph Lauren has a long-term ________ agreement with Luxottica Group for the design, production, and worldwide distribution of prescription frames and sunglasses under the Ralph Lauren brand. Ralph Lauren is a leader in the design, marketing, and distribution of premium lifestyle products, while Luxottica is the global leader in luxury eyewear.

Accepted Answer

A)  brand licensing 
B)  generic branding 
C)  multiproduct branding licensing 
D)  mixed branding 
E)  co-branding

Question 16

Mars, Inc., sells Snickers, Milky Way, Twix, Skittles, Dove, Starburst, M&Ms, and 3 Musketeers candy. This variety of brand names is typical of a ________ strategy.

Accepted Answer

A)  co-branding 
B)  multibranding 
C)  multiproduct 
D)  mixed brand 
E)  private branding

Question 17

Which of the following products has the brand name that best suggests its benefits, one of 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

Question 18

Identify and describe the four branding strategies that product and brand managers use.

Accepted Answer

The answer of Identify and describe the four branding strategies...

Question 19

Managers often use two special measures to help identify strong and weak market segments in order to provide direction for marketing efforts. The two measures are the CDI and the BDI, which stand for

Accepted Answer

A)  comprehensive demographic inventory and brand designation information. 
B)  consumer demographic index and buyer demographic inventory. 
C)  category development index and brand development index. 
D)  consumer development index and brand development inventory. 
E)  category development index and buyer development inventory.

Question 20

Brand personality is

Accepted Answer

A)  the personification of a brand in terms of its benefits. 
B)  a brand name that cannot be spoken. 
C)  a set of human characteristics associated with a brand name. 
D)  the added value a brand name gives to a product beyond the functional benefits provided. 
E)  the embedded association between a company spokesman or paid celebrity and the product itself.

Exam 11: Managing Successful Products, Services, and Brands