Question 1

A car manufacturer revealed a type of gas tank, that, even though, you gauge says 'empty' you still have an additional 50km left in the tank to get you to the nearest gas station. This is an example of:

Accepted Answer

A)  decreasing the number of features and quality and lowering the price of a product.
B)  adding product features but reducing the price.
C)  reducing product features and using lower quality product materials.
D)  adding product features and using higher quality product materials. D

Question 2

Going to the Industry Canada Intellectual Property website allows you to:

Accepted Answer

A)  view the status of trademark infringement lawsuits.
B)  see if a brand or trade name has been registered.
C)  copyright a book without having to use a lawyer.
D)  win prizes for suggesting brand names for various products. B

Question 3

Promotional expenses at the maturity stage of the product life cycle are often directed towards:

Accepted Answer

A)  creating primary demand.
B)  creating demand for the product class.
C)  contests and games.
D)  gaining new distributors. C

Question 4

When a product reaches the decline stage of the product life cycle, a firm has two choices. One choice involves product deletion, where a product is dropped from a firm's product line. Another less drastic choice is to retain the product in the product line, but to reduce marketing costs. When this option called ________is selected, Advertising expenditures for the product are reduced and salespeople do not devote their efforts to selling the product.

Accepted Answer

A)  divestment
B)  decline maintenance
C)  maturity re-development
D)  harvesting

Question 5

Some multibrand companies introduce new product brands as defensive moves to counteract competition. Called , their chief purpose is to confront competitor
Brands.

Accepted Answer

A)  fighting brands
B)  generic brands
C)  multiproduct brands
D)  trademarked brands

Question 6

Brand equity is:

Accepted Answer

A)  adding customer value to the product brand through additional features or higher-quality materials, or reducing its price.
B)  increasing the content contained within the brand's package without changing its size or increasing its price.
C)  the added customer value a given brand name gives to a product beyond the functional benefits provided.
D)  the net present value of the royalties the firm receives as a result of licensing its brand to other firms to manufacture and/or market.

Question 7

By using the logos of NHL hockey teams on their credit cards, VISA, most likely engaged in __________ with each NHL hockey team.

Accepted Answer

A)  brand marketing
B)  co-branding
C)  brand management
D)  brand licensing

Question 8

Figure 11-3
 
-Letter "B" in Figure 11-3, is likely characterized by the following:

Accepted Answer

A)  are leaders in social standing and have slightly above average education when compared to the other adopter classes.
B)  are skeptical and have below average social status.
C)  fear debt and use neighbors and friends as information sources.
D)  act with deliberation and use many informal social contacts.

Question 9

Post Oreo cereal consists of chocolate cereal pieces that taste a lot like Nabisco's Oreo cookies. This cereal is an example of:

Accepted Answer

A)  co-branding.
B)  manufacturer branding.
C)  mixed branding.
D)  generic branding.

Question 10

Automobiles are an example of a ________, and SUVs are an example of a _________.

Accepted Answer

A)  product class; product form
B)  product line; product class
C)  product brand; product line
D)  product form; product class

Question 11

All of the following are criteria used by Interbrand to differentiate the Top Brands, except:

Accepted Answer

A)  innovation of the brand
B)  role of brand in purchase decision
C)  financial performance of the brand
D)  strength of the brand

Question 12

As product adopters, innovators typically:

Accepted Answer

A)  act with deliberation and use many informal social contacts.
B)  are skeptical and have below average social status.
C)  are leaders in social standing and have slightly above average education when compared to the other adopter classes.
D)  are venturesome, better educated than other product adopters, and use multiple information sources.

Question 13

One aspect of a new company's goodwill strategy is for every shoe purchased in North America, one free shoe is donated to a child in Africa. This aspect plays a major role in product branding that is referred to as a:

Accepted Answer

A)  CSR brand
B)  social brand
C)  social benefit brand
D)  goodwill brand

Question 14

Frito-Lay introduced Santitas-brand tortilla chip to go head-to-head against regional tortilla chip brands that were biting into the sales of its flagship Doritos- and Tostitos-brand tortilla chips. The launch of Santitas would be considered a ________For Frito-Lay.

Accepted Answer

A)  competitive brand
B)  threat brand
C)  sub-brand
D)  fighting brand

Question 15

A recent study of Canadian small businesses found that almost ________believe that branding is critical to business success.
Percent

Accepted Answer

A)  15
B)  85
C)  55
D)  35

Question 16

Snickers candy bar was repositioned from a candy bar to a snack food through commercials that showed the busy people satisfying their hunger with a Snickers bar. Mars, Inc., used this strategy with its Snickers bar to:

Accepted Answer

A)  catch a rising trend.
B)  change the value offered.
C)  reach a new market.
D)  react to a competitor's position.

Question 17

There is no exact time that a product takes to move through its life cycle. As a rule:

Accepted Answer

A)  fad products have the longest life cycle.
B)  installations have a shorter life cycle than consumer products.
C)  consumer products have shorter life cycles than business products.
D)  packaged goods have a shorter life cycle than fads.

Question 18

Seiko makes watches. It markets its higher quality watches under the Seiko or Lasalle name, and its lower-priced watches are sold under the Pulsar brand. Seiko uses a ________ strategy.

Accepted Answer

A)  generic branding
B)  multibranding
C)  multiproduct branding
D)  trademarked branding

Question 19

Dockers, which makes khaki pants for men and other business wear, unveiled a new product that was water and stain repellent. They highlighted this product with commercials of clumsy businessmen spilling coffee on their pants, only to watch it run right off and not stain. These pants would be considered a:

Accepted Answer

A)  Product repositioning
B)  Market modification
C)  Market-product strategy
D)  Product modification

Question 20

A hotel chain has stripped out all non-essential services such as breakfast and Wi-Fi. In doing so, the hotel chain is:

Accepted Answer

A)  adding product features and using lower quality product materials.
B)  reducing product features and using lower quality product materials.
C)  adding product features and using higher quality product materials.
D)  reducing the number of features, quality, or price of a product.

Exam 11: Managing Products and Brands