Question 1

A product manager often leads new product development programs,including creation of new product ideas and recommendations for improving existing products.

Accepted Answer

A) True 
 B)False  True

Question 2

Product managers have profit responsibility for their product group and help the retailer's category buyer maximize sales for the whole category,not just the particular manufacturer's product.

Accepted Answer

A) True 
 B)False  False

Question 3

A brand name must qualify for legal protection.

Accepted Answer

A) True 
 B)False  True

Question 4

The numerical bar code system used to record product and price information is called the _____.

Accepted Answer

A)  uniform serial number
B)  unitized product locator
C)  unique label identifier
D)  universal product code

Question 5

Match each item with the correct statement below.
-A person who purchases new products as soon as they are available in the market is called a(n)_____.

Accepted Answer

A)  trade dress
B)  brand preference
C)  brand insistence
D)  generic product
E)  family brandF) brand equityG) product diversificationH) trademarkI) brand extensionJ) consumer innovatorK) brand nameL) private brandM) brand managerN) universal product code (UP
C)  O) cannibalizationP) product liabilityQ) captive brandR) brand markS) line extensionT) label

Question 6

Colin owns a dog food business,but wants to develop a canine fashion line as a way of expanding his portfolio and increasing sales and profits.One of the things customers love about Colin's company is that all of the products are manufactured locally,creating jobs for young people.Though he does not have a lot of money and hopes that he won't have to hire new staff,he thinks he might have to.Rather than developing a canine fashion line,which of the following alternatives can you suggest to Colin?​

Accepted Answer

A)  ​Colin should use cannibalization strategy.
B)  ​Colin should use a market penetration strategy.
C)  ​Colin should outsource his company's jobs to cut costs.
D)  ​Colin should consider selling his business to a larger pet food company.
E)  ​Colin should hire a marketing company to help him promote his products.

Question 7

The screening and business analysis stages generate extremely important information for new-product development as:

Accepted Answer

A)  they collect information from different sources to generate new ideas.
B)  they turn the original concept into a product.
C)  they verify if the product will perform well in a real-life environment.
D)  they define the proposed product's target market and customers' needs and wants.

Question 8

Liz Lange maternity wear and Shaun White's apparel for boys are sold exclusively at Target.These brands are examples of _____ brands.

Accepted Answer

A)  private
B)  national
C)  captive
D)  exclusive

Question 9

At the _____ stage in the consumer adoption process,potential buyers begin to seek information about the product.

Accepted Answer

A)  trial
B)  evaluation
C)  interest
D)  adoption

Question 10

Tide detergent is available in a variety of formulations but Procter and Gamble should be concerned that any addition to the Tide detergent product line could cannibalize sales of existing products.​

Accepted Answer

A) True 
 B)False

Question 11

When a company authorizes another organization to use its brand name,the company is practicing brand diversification.

Accepted Answer

A) True 
 B)False

Question 12

A new product committee is a group in an organization that:

Accepted Answer

A)  helps the organization in identifying a suitable partner for a join venture.
B)  looks after all the legal aspects of the organization when it launches a new product in the market.
C)  coordinates and integrates the work of the firm's functional departments on a specific project.
D)  reviews and approves new-product plans that arise elsewhere in the organization.

Question 13

​Through your market research,you know that skiers who buy your brand of ski gloves rely on previous experiences with the product before choosing it over alternatives.Your ski glove has reached the _____ stage of brand loyalty.

Accepted Answer

A)  ​Recognition
B)  ​Preference
C)  ​Insistence
D)  ​Ski use
E)  ​Ski reference

Question 14

Match each item with the correct statement below.
-A(n)_____ is a brand for which the owner claims exclusive legal protection.

Accepted Answer

A)  trade dress
B)  brand preference
C)  brand insistence
D)  generic product
E)  family brandF) brand equityG) product diversificationH) trademarkI) brand extensionJ) consumer innovatorK) brand nameL) private brandM) brand managerN) universal product code (UP
C)  O) cannibalizationP) product liabilityQ) captive brandR) brand markS) line extensionT) label

Question 15

Brand recognition is the ultimate stage in brand loyalty that leads consumers to refuse alternatives and search extensively for the desired merchandise.

Accepted Answer

A) True 
 B)False

Question 16

Differentiate between brand extension and line extension strategies.

Accepted Answer

The answer of Differentiate between brand extension and line extension...

Question 17

Which of the following is a benefit of high levels of brand equity as discussed in the textbook?​

Accepted Answer

A)  ​consumers are willing to pay more for the company's products
B)  ​reduced levels of costs to produce the products
C)  ​easy access to sources of private equity
D)  ​reduced levels of government regulation

Question 18

Match each item with the correct statement below.
-A(n)_____ is characterized by plain labels and no advertising.

Accepted Answer

A)  trade dress
B)  brand preference
C)  brand insistence
D)  generic product
E)  family brandF) brand equityG) product diversificationH) trademarkI) brand extensionJ) consumer innovatorK) brand nameL) private brandM) brand managerN) universal product code (UP
C)  O) cannibalizationP) product liabilityQ) captive brandR) brand markS) line extensionT) label

Question 19

​Shawn is a category manager for Hormel Foods' fresh meat division and is based in Bentonville,Arkansas.One of his major responsibilities is to be a resource to Wal-Mart.Which of the following would most likely be part of his responsibility as a category manager?

Accepted Answer

A)  ​tracking sales history for Hormel Food products and other fresh meat brands available from the point-of-sale systems
B)  ​creating or designing point-of-sale displays
C)  ​hosting in-store product tastings at local Wal-Marts in the Bentonville area
D)  ​working with Hormel's food suppliers to ensure fresh taste and high quality

Question 20

Jose is an avid runner and is training for his first marathon.He has several different brands of running shoes but his favorites are Asics because they are lightweight and also support his feet.He's going to purchase another pair for his training and decides that from now on,he will only purchase the Asics brand.Which level of brand loyalty is best described by this example?​

Accepted Answer

A)  ​brand insistence
B)  ​brand recognition
C)  ​brand persistence
D)  ​brand preference

Exam 13: Developing and Managing Brand and Product Categories

A product manager often leads new product development programs,including creation of new product ideas and recommendations for improving existing products.

Product managers have profit responsibility for their product group and help the retailer's category buyer maximize sales for the whole category,not just the particular manufacturer's product.

A brand name must qualify for legal protection.

The numerical bar code system used to record product and price information is called the _____.

Match each item with the correct statement below. -A person who purchases new products as soon as they are available in the market is called a(n) _____.

The screening and business analysis stages generate extremely important information for new-product development as:

Liz Lange maternity wear and Shaun White's apparel for boys are sold exclusively at Target.These brands are examples of _____ brands.

At the _____ stage in the consumer adoption process,potential buyers begin to seek information about the product.

Tide detergent is available in a variety of formulations but Procter and Gamble should be concerned that any addition to the Tide detergent product line could cannibalize sales of existing products.

When a company authorizes another organization to use its brand name,the company is practicing brand diversification.

A new product committee is a group in an organization that:

Through your market research,you know that skiers who buy your brand of ski gloves rely on previous experiences with the product before choosing it over alternatives.Your ski glove has reached the _____ stage of brand loyalty.

Match each item with the correct statement below. -A(n) _____ is a brand for which the owner claims exclusive legal protection.

Brand recognition is the ultimate stage in brand loyalty that leads consumers to refuse alternatives and search extensively for the desired merchandise.

Differentiate between brand extension and line extension strategies.

Which of the following is a benefit of high levels of brand equity as discussed in the textbook?

Match each item with the correct statement below. -A(n) _____ is characterized by plain labels and no advertising.

Shawn is a category manager for Hormel Foods' fresh meat division and is based in Bentonville,Arkansas.One of his major responsibilities is to be a resource to Wal-Mart.Which of the following would most likely be part of his responsibility as a category manager?

Exam 13: Developing and Managing Brand and Product Categories

A product manager often leads new product development programs,including creation of new product ideas and recommendations for improving existing products.

Product managers have profit responsibility for their product group and help the retailer's category buyer maximize sales for the whole category,not just the particular manufacturer's product.

A brand name must qualify for legal protection.

The numerical bar code system used to record product and price information is called the _____.

Match each item with the correct statement below. -A person who purchases new products as soon as they are available in the market is called a(n) _____.

The screening and business analysis stages generate extremely important information for new-product development as:

Liz Lange maternity wear and Shaun White's apparel for boys are sold exclusively at Target.These brands are examples of _____ brands.

At the _____ stage in the consumer adoption process,potential buyers begin to seek information about the product.

Tide detergent is available in a variety of formulations but Procter and Gamble should be concerned that any addition to the Tide detergent product line could cannibalize sales of existing products.​

When a company authorizes another organization to use its brand name,the company is practicing brand diversification.

A new product committee is a group in an organization that:

​Through your market research,you know that skiers who buy your brand of ski gloves rely on previous experiences with the product before choosing it over alternatives.Your ski glove has reached the _____ stage of brand loyalty.

Match each item with the correct statement below. -A(n) _____ is a brand for which the owner claims exclusive legal protection.

Brand recognition is the ultimate stage in brand loyalty that leads consumers to refuse alternatives and search extensively for the desired merchandise.

Differentiate between brand extension and line extension strategies.

Which of the following is a benefit of high levels of brand equity as discussed in the textbook?​

Match each item with the correct statement below. -A(n) _____ is characterized by plain labels and no advertising.

​Shawn is a category manager for Hormel Foods' fresh meat division and is based in Bentonville,Arkansas.One of his major responsibilities is to be a resource to Wal-Mart.Which of the following would most likely be part of his responsibility as a category manager?

Tide detergent is available in a variety of formulations but Procter and Gamble should be concerned that any addition to the Tide detergent product line could cannibalize sales of existing products.

Through your market research,you know that skiers who buy your brand of ski gloves rely on previous experiences with the product before choosing it over alternatives.Your ski glove has reached the _____ stage of brand loyalty.

Which of the following is a benefit of high levels of brand equity as discussed in the textbook?

Shawn is a category manager for Hormel Foods' fresh meat division and is based in Bentonville,Arkansas.One of his major responsibilities is to be a resource to Wal-Mart.Which of the following would most likely be part of his responsibility as a category manager?