Question 1

When they were first introduced, peel-back aluminum seals were seen as a great alternative to using a traditional can opener to open cans because many people sliced their fingers with can openers. As soon as the technology became widely available, many manufacturers switched to this safer, more flexible seal. This packaging innovation added a

Accepted Answer

A)   functional benefit.
B)   reseller benefit.
C)   communication benefit.
D)   perceptual benefit.
E)   psychological benefit.F) A) and C)
G) B) and D)

Question 2

Multiproduct branding is a branding strategy

Accepted Answer

A)   that involves giving each product a distinct name when each brand is intended for a different market segment.
B)   that uses different brand names for the same product across multiple countries.
C)   in which a company uses one name for all its products in a product class.
D)   in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer.
E)   in which a company uses a contractual agreement to allow someone else to use its brand name for a fee.F) B) and E)
G) A) and B)

Question 3

In terms of the diffusion of innovation, innovators account for ________ percent of product adopters.

Accepted Answer

A)   2.5
B)   13.5
C)   16
D)   34
E)   50F) B) and E)
G) A) and B)

Question 4

Which of the following is false about a multibranding strategy?

Accepted Answer

A)   With a multibranding strategy, there is no risk that a product failure will affect other products in the line.
B)   Some large firms have found that the complexity and expense of implementing a multibranding strategy outweigh its benefits.
C)   With a multibranding strategy, each brand is unique to each market segment.
D)   A multibranding strategy is used when a firm produces products and sells them under the brand name of a wholesaler or retailer.
E)   Some multibrands are introduced to confront competitors' brands.F) A) and C)
G) None of the above

Question 5

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. Bayer is using a ________ strategy.

Accepted Answer

A)   product item expansion
B)   subbranding
C)   product line extension
D)   co-branding
E)   brand extensionF) C) and D)
G) A) and B)

Question 6

New Balance, Inc., successfully repositioned its athletic shoes to focus on fit, durability, and comfort rather than going head-on against Nike and Adidas on professional sports and fashion, respectively. This product repositioning strategy was designed to

Accepted Answer

A)   react to a competitor's position.
B)   reach a new target market segment.
C)   catch a rising trend.
D)   change the value offered to its customers.
E)   accommodate its target audience preference for comfortable sneakers.F) C) and E)
G) B) and E)

Question 7

A manufacturer can successfully use mixed branding because

Accepted Answer

A)   it involves giving each product a distinct brand name.
B)   the segment attracted to the reseller product is different from its own targeted market segment.
C)   the company uses one name for all of its products for the sake of simplicity.
D)   it is easy to do.
E)   it produces lower profits for the reseller and higher profits for the manufacturer.F) A) and D)
G) A) and C)

Question 8

During the introduction stage of the product life cycle, ________ pricing strategy may be used. This pricing strategy charges a high initial price to recoup the costs of product development.

Accepted Answer

A)   a penetration
B)   a cost-plus
C)   a target ROI
D)   a skimming
E)   an above-marketF) D) and E)
G) A) and E)

Question 9

Another name for multiproduct branding is

Accepted Answer

A)   family branding.
B)   mixed branding.
C)   uniform branding.
D)   co-branding.
E)   multibranding.F) A) and D)
G) B) and E)

Question 10

Describe a brand name and give an example of a logo.

Accepted Answer

A brand name is any word, device (design...

Question 11

IKEA sells a portable workbench called the Fahrtfull. The product has many positive features, and in German or Swedish markets, the name describes the product's features well ( fahrt meaning travel) . This brand name in the United States, however, may not be as effective due to

Accepted Answer

A)   disappointment when the product fails to perform as the brand name implies.
B)   the poor attempt at humor, which makes consumers question product quality.
C)   governmental restrictions on brand names that read or sound like bodily functions.
D)   its unfavorable phonetic and semantic associations in English.
E)   difficulty in symbolically showing "fahrtfull" in advertising.F) A) and B)
G) C) and D)

Question 12

Pez was originally sold in Europe as ________ in plain headless dispensers.

Accepted Answer

A)   chewing gum
B)   a breath mint
C)   an antacid
D)   a pain reliever
E)   candyF) A) and C)
G) All of the above

Question 13

During the introduction stage of the product life cycle, the strategy that discourages competitive entry by charging a low price for a new product is referred to as ________ pricing.

Accepted Answer

A)   penetration
B)   cost-plus
C)   target ROI
D)   below-market
E)   skimmingF) A) and C)
G) A) and B)

Question 14

Gatorade Thirst Quencher displays the letter G front and center along with the brand's iconic bolt. This is an example of ________ benefits of its packaging.

Accepted Answer

A)   perceptual
B)   functional
C)   communications
D)   physical
E)   tangibleF) A) and D)
G) C) and E)

Question 15

If a firm's marketing dashboard displays a BDI of 120 for a consumer packaged good like Hawaiian Punch, this indicates which of the following?

Accepted Answer

A)   a weak brand position in a segment
B)   a strong brand position in a segment
C)   above-average product category purchases by a market segment
D)   below-average product category purchases by a market segment
E)   There is not enough information to make any conclusions.F) C) and E)
G) A) and B)

Question 16

How long is a product life cycle? What determines its length?

Accepted Answer

There is no set time that a product take...

Question 17

Black & Decker uses a ________ strategy to reach the do-it-yourself market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

Accepted Answer

A)   product differentiation branding
B)   multiproduct branding
C)   multibranding
D)   segmentation branding
E)   private brandingF) A) and E)
G) A) and D)

Question 18

Known for its popular line of construction toys for boys, LEGO Group introduced a product line for young girls called LEGO Friends. This is an example of which market modification strategy?

Accepted Answer

A)   finding new users
B)   creating new use situations
C)   increasing a product's use by existing customers
D)   modifying the product
E)   reacting to competitors' positionsF) All of the above
G) A) and B)

Question 19

When consumers think of Harley-Davidson, the image is of a masculine nonconformist. With Vespa motor scooters, the image is of a brainy environmentalist. Both Vespa and Harley-Davidson

Accepted Answer

A)   have brand personalities.
B)   avoid brand subcultures.
C)   are logotypes.
D)   use co-branding.
E)   use product personification.F) None of the above
G) B) and C)

Question 20

Justin's is the ________ for a nut butter created by Justin Gold and now owned by Hormel.

Accepted Answer

A)   copyright
B)   operational identifier
C)   patent
D)   brand name
E)   labelF) C) and D)
G) A) and D)

Exam 11: Managing Successful Products, Services, and Brands

Correct Answer
verified

Describe a brand name and give an example of a logo.

Correct Answer
verified
A brand name is any word, device (design...
View Answer

How long is a product life cycle? What determines its length?

Correct Answer
verified
There is no set time that a product take...
View Answer

When consumers think of Harley-Davidson, the image is of a masculine nonconformist. With Vespa motor scooters, the image is of a brainy environmentalist. Both Vespa and Harley-Davidson

Correct Answer
verified

Multiproduct branding is a branding strategy

Correct Answer
verified

Justin's is the ________ for a nut butter created by Justin Gold and now owned by Hormel.

Correct Answer
verified

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. Bayer is using a ________ strategy.

Correct Answer
verified

During the introduction stage of the product life cycle, the strategy that discourages competitive entry by charging a low price for a new product is referred to as ________ pricing.

Correct Answer
verified

IKEA sells a portable workbench called the Fahrtfull. The product has many positive features, and in German or Swedish markets, the name describes the product's features well ( fahrt meaning travel) . This brand name in the United States, however, may not be as effective due to

Correct Answer
verified

A manufacturer can successfully use mixed branding because

Correct Answer
verified

Known for its popular line of construction toys for boys, LEGO Group introduced a product line for young girls called LEGO Friends. This is an example of which market modification strategy?

Correct Answer
verified

Gatorade Thirst Quencher displays the letter G front and center along with the brand's iconic bolt. This is an example of ________ benefits of its packaging.

Correct Answer
verified

During the introduction stage of the product life cycle, ________ pricing strategy may be used. This pricing strategy charges a high initial price to recoup the costs of product development.

Correct Answer
verified

Which of the following is false about a multibranding strategy?

Correct Answer
verified

In terms of the diffusion of innovation, innovators account for ________ percent of product adopters.

Correct Answer
verified

If a firm's marketing dashboard displays a BDI of 120 for a consumer packaged good like Hawaiian Punch, this indicates which of the following?

Correct Answer
verified

Another name for multiproduct branding is

Correct Answer
verified

New Balance, Inc., successfully repositioned its athletic shoes to focus on fit, durability, and comfort rather than going head-on against Nike and Adidas on professional sports and fashion, respectively. This product repositioning strategy was designed to

Correct Answer
verified

Pez was originally sold in Europe as ________ in plain headless dispensers.

Correct Answer
verified

Black & Decker uses a ________ strategy to reach the do-it-yourself market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

Correct Answer
verified

Exam 11: Managing Successful Products, Services, and Brands

Correct AnswerverifiedShow Answer

Describe a brand name and give an example of a logo.

Correct AnswerverifiedA brand name is any word, device (design...View AnswerShow Answer

How long is a product life cycle? What determines its length?

Correct AnswerverifiedThere is no set time that a product take...View AnswerShow Answer

When consumers think of Harley-Davidson, the image is of a masculine nonconformist. With Vespa motor scooters, the image is of a brainy environmentalist. Both Vespa and Harley-Davidson

Correct AnswerverifiedShow Answer

Multiproduct branding is a branding strategy

Correct AnswerverifiedShow Answer

Justin's is the ________ for a nut butter created by Justin Gold and now owned by Hormel.

Correct AnswerverifiedShow Answer

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. Bayer is using a ________ strategy.

Correct AnswerverifiedShow Answer

During the introduction stage of the product life cycle, the strategy that discourages competitive entry by charging a low price for a new product is referred to as ________ pricing.

Correct AnswerverifiedShow Answer

IKEA sells a portable workbench called the Fahrtfull. The product has many positive features, and in German or Swedish markets, the name describes the product's features well ( fahrt meaning travel) . This brand name in the United States, however, may not be as effective due to

Correct AnswerverifiedShow Answer

A manufacturer can successfully use mixed branding because

Correct AnswerverifiedShow Answer

Known for its popular line of construction toys for boys, LEGO Group introduced a product line for young girls called LEGO Friends. This is an example of which market modification strategy?

Correct AnswerverifiedShow Answer

Gatorade Thirst Quencher displays the letter G front and center along with the brand's iconic bolt. This is an example of ________ benefits of its packaging.

Correct AnswerverifiedShow Answer

During the introduction stage of the product life cycle, ________ pricing strategy may be used. This pricing strategy charges a high initial price to recoup the costs of product development.

Correct AnswerverifiedShow Answer

Which of the following is false about a multibranding strategy?

Correct AnswerverifiedShow Answer

In terms of the diffusion of innovation, innovators account for ________ percent of product adopters.

Correct AnswerverifiedShow Answer

If a firm's marketing dashboard displays a BDI of 120 for a consumer packaged good like Hawaiian Punch, this indicates which of the following?

Correct AnswerverifiedShow Answer

Another name for multiproduct branding is

Correct AnswerverifiedShow Answer

New Balance, Inc., successfully repositioned its athletic shoes to focus on fit, durability, and comfort rather than going head-on against Nike and Adidas on professional sports and fashion, respectively. This product repositioning strategy was designed to

Correct AnswerverifiedShow Answer

Pez was originally sold in Europe as ________ in plain headless dispensers.

Correct AnswerverifiedShow Answer

Black & Decker uses a ________ strategy to reach the do-it-yourself market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
A brand name is any word, device (design...
View Answer

Correct Answer
verified
There is no set time that a product take...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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verified

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verified

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