Question 1

Gatorade Xtremo with its exotic blend of flavours and bilingual label was introduced in 2002 having been developed for the:

Accepted Answer

A) Asian market 
B) Middle Eastern market 
C) African market 
D) Latino market

Question 2

Major North American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit.Car manufacturers are using which of the following market modification strategies?

Accepted Answer

A) finding new users 
B) creating new use situations 
C) increasing use by existing customers 
D) modifying the product

Question 3

All products are assumed to have a complete product life cycle.Which of the following is NOT a reason why products ultimately decline?

Accepted Answer

A) poor marketing 
B) emergence of superior competitive products 
C) all consumers' wants and needs inevitably change 
D) non-marketing failures of firms

Question 4

Figure: 11-4 
-In Figure 11-4,"F" represents the first step in the sequential building process of brand equity which would be to __________.

Accepted Answer

A) create a consumer-brand connection 
B) develop positive brand awareness 
C) reward loyal customer behaviour 
D) establish a brand's meaning in the minds of consumers

Question 5

Why are warranties important?

Accepted Answer

The answer of Why are warranties important?...

Question 6

New Coke was repositioned as a slightly sweeter,less filling soft drink because the Coca-Cola Company discovered that its 1984 market share in supermarkets was 2 percent behind Pepsi.This product repositioning strategy was:

Accepted Answer

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

Question 7

Figure: 11-3 
-The consumers represented by "A" in Figure 11-3 are called __________.

Accepted Answer

A) innovators 
B) late majority 
C) early majority 
D) early adopters

Question 8

You purchase a new Blu-Ray player that comes with a card that details what the manufacturer is responsible for and what they are not responsible for.This is referred to as a ________ card.

Accepted Answer

A) proof of purchase 
B) warranty 
C) seal of approval 
D) disclaimer

Question 9

A product in the introduction stage of the product life cycle should have which of the following marketing objectives?

Accepted Answer

A) to gain awareness and stimulate trial 
B) to stress differentiation 
C) to maintain brand loyalty 
D) to gain as much distribution as possible

Question 10

Which of the following statements does NOT describe a benefit associated with packaging?

Accepted Answer

A) Packaging provides consumers with valuable and necessary information about directions regarding product usage and its composition. 
B) Packaging extends a product's shelf life. 
C) Packaging is an inexpensive product strategy to implement. 
D) Packaging potentially increases product sales.

Question 11

A recent study showed that roughly ______ percent of Canadians purchased private brands in the last year.

Accepted Answer

A) 30 
B) 50 
C) 70 
D) 90

Question 12

According to a recent study conducted by the Canadian Marketing Association,building an effective brand is critical,yet becoming increasingly difficult and complex.All of the following are trends that are impacting the ability to build effective brands,except:

Accepted Answer

A) social media 
B) changing demographics 
C) new technology 
D) social concerns

Question 13

As of 2012,which brand below was NOT part of Interbrand Report on the Top Canadian Brands:

Accepted Answer

A) TD 
B) Thomson Reuters 
C) RBC 
D) Apple

Question 14

Warranties which specifically state the bounds of coverage,and more important,areas of non-coverage are called _____ warranties.

Accepted Answer

A) limited-coverage 
B) functional 
C) implied 
D) strict-liability

Question 15

When consumers think of Harley-Davidson,the image of a masculine,non-conformist is the likely associated with that brand name.With the Vespa motorscooters,the image is more likely to be a brainy environmentalist that wears polyester and socks that don't match.Both Vespa and Harley-Davidson:

Accepted Answer

A) have brand personalities. 
B) have created brand mannerisms. 
C) are symbolic brands. 
D) use brand personification.

Question 16

Lack of profit in the introductory stage of the product life cycle is very often the result of:

Accepted Answer

A) insufficient allocation of resources to the marketing mix. 
B) poor selection of distribution channels. 
C) high taxes. 
D) large investment costs in product development.

Question 17

Bayer aspirin is sold in the original strength,in a safety-coated version,in an extra-strength version,and in a version designed especially for women.The manufacturer of Bayer aspirin is using:

Accepted Answer

A) channel extension 
B) sub-branding 
C) line extension 
D) co-branding

Question 18

During the 1990s,there was a backlash against artificial colours in food and other consumer products.As a result,a lot of companies issued products that were clear.One example was Crystal Pepsi.The product never really found a market and was ____,or dropped from the Pepsi product line soon after its introduction.

Accepted Answer

A) diversified 
B) aggregated 
C) segmented 
D) deleted

Question 19

The name 'Slow Cow' was partly chosen as a counter to the aggressiveness nature of brand names in the:

Accepted Answer

A) energy drink market 
B) soda market 
C) caffeine market 
D) sugar market

Question 20

Interbrand cites several factors that differentiate the Top Global and Canadian brands compared to their peers.All of the following are factors,except:

Accepted Answer

A) they listen to consumers, employees, and investors 
B) they are in touch with their own humanity 
C) they are sensitive to the needs and desires of informed and discerning customers 
D) they are highly profitable and focus on consistent revenue growth

Exam 11: Managing Products and Brands