Question 1

Brand licensing refers to

Accepted Answer

A)  the registration fee paid by a manufacturer to states,provinces,or countries in order to sell its products there.
B)  a branding strategy in which the producer dictates the brand name to retailers for the products sold to their respective markets.
C)  a branding strategy in which a company uses one name for all of its products.
D)  a contractual agreement whereby a company allows another firm to use its brand name or trademark with its products or services for a royalty or fee.
E)  a branding strategy in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer.F) A) and E)
G) A) and D)

Question 2

Promotional expenses at the maturity stage of the product life cycle are often designed to

Accepted Answer

A)  convince those who have abandoned the brand to try it again.
B)  maintain market share.
C)  create a sense of nostalgia.
D)  attract more price-conscious consumers.
E)  thwart the growing number of competitors that have entered the market.F) A) and D)
G) C) and D)

Question 3

The sale of two or more separate products in one package is referred to as

Accepted Answer

A)  a BOGO deal.
B)  product modification.
C)  product repositioning.
D)  product bundling.
E)  product differentiation.F) C) and E)
G) A) and D)

Question 4

Figure 11-7
 
-Companies can employ several different branding strategies.In Figure 11-7 above,C represents a ________ strategy.

Accepted Answer

A)  retailer branding
B)  multiproduct branding
C)  multibranding
D)  private branding
E)  mixed brandingF) A) and C)
G) A) and B)

Question 5

All of the following are responsibilities of a product or brand manager except which?

Accepted Answer

A)  engaging in extensive data analysis related to their products and brands
B)  developing new products
C)  managing existing products through the stages of their life cycles
D)  developing and implementing strategies at the corporate level
E)  developing and executing a marketing program described in an annual marketing plan for the product lineF) B) and E)
G) C) and D)

Question 6

Imagine that Eveready has developed solar rechargeable batteries that cost only slightly more to produce than the rechargeable batteries currently available.These solar batteries can be recharged by sunlight up to five times,after which they must be discarded.Unfortunately,the production process cannot be patented,so competitors could enter the market within a year.Which of the following would be the least sound marketing program decision?

Accepted Answer

A)  Select a skimming pricing strategy to position the product as "premium."
B)  Seek widespread distribution to gain a foothold in what might be a potentially huge market.
C)  Limit production capacity until you are certain consumers will actually want the product.
D)  Avoid a connection to the Eveready brand until the product has proven itself.
E)  Use multiple brand names to discourage other competitors from entering the market.F) A) and D)
G) A) and E)

Question 7

In the CDI/BDI Marketing Dashboard above,which segment consumes the least amount of Hawaiian Punch?

Accepted Answer

A)  households without children
B)  households with children 13 to 18 years old
C)  households with children 6 years old or under
D)  households with children 7 to 12 years old
E)  Because the BDI and CDI show inconsistencies in their measurements,especially in the segment of children under the age of six,it is impossible to answer the question.F) A) and B)
G) B) and D)

Question 8

Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity.Segment A represents the first step,which is to

Accepted Answer

A)  create a consumer-brand connection.
B)  develop positive brand awareness.
C)  reward loyal customer behavior.
D)  establish a brand's meaning in the minds of consumers.
E)  elicit the proper consumer responses to a brand's identity and meaning.F) C) and E)
G) D) and E)

Question 9

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) A) and B)
G) A) and C)

Question 10

Brand personality refers to

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.F) B) and E)
G) All of the above

Question 11

Several factors explain why a consumer would be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a value barrier,which occurs when

Accepted Answer

A)  there are physical,economic,or social risks.
B)  there are cultural differences.
C)  the financial commitment is too great.
D)  there is no incentive to change.
E)  the product is not consistent with existing habits.F) A) and D)
G) A) and B)

Question 12

The primary purpose of a trademark is to

Accepted Answer

A)  legally protect a product's brand name or trade name and prevent others from using it.
B)  allow a company to use the brand name on multiple products in its product line.
C)  legally identify the product as having met government standards for its product item.
D)  help consumers identify a genuine product from a counterfeit product.
E)  capitalize on the brand equity a consumer associates with the symbol,sound,or image.F) A) and D)
G) A) and E)

Question 13

Mixed branding refers to a branding strategy in which a firm

Accepted Answer

A)  gives each product a distinct name when each brand is intended for a different market segment.
B)  uses different brand names for the same product across multiple countries.
C)  uses one name for all its products in a product class.
D)  produces products but sell them under the brand name of a wholesaler or retailer.
E)  markets some products under its own name(s) and other products under the name of a reseller because the segment attracted to the reseller is different from its own market.F) C) and D)
G) B) and D)

Question 14

Figure 11-1
 
-Figure 11-1 above represents the stages of the product life cycle.What does the portion of the curve labeled C represent?

Accepted Answer

A)  consolidation
B)  maturity
C)  growth
D)  stabilization
E)  declineF) A) and C)
G) B) and D)

Question 15

Figure 11-5
 
-According to the concept of the diffusion of innovation,consumers who are deliberate adopters with many informal social contacts are called

Accepted Answer

A)  innovators.
B)  early adopters.
C)  the early majority.
D)  the late majority.
E)  laggards.F) A) and E)
G) All of the above

Question 16

Private branding is also referred to as private labeling or

Accepted Answer

A)  reseller branding.
B)  generic branding.
C)  multibranding.
D)  co-branding.
E)  multiproduct branding.F) A) and E)
G) None of the above

Question 17

A product manager is sometimes called a

Accepted Answer

A)  chief marketing officer (CMO) .
B)  brand manager.
C)  marketing manager.
D)  category manager.
E)  sales manager.F) A) and D)
G) C) and E)

Question 18

Hot-Can Café Latte coffee comes in single-serving,self-heating containers.Not only does this benefit people on the go,it is a popular product with backpackers and hunters because they can still have hot coffee when there is no electricity - no heat source necessary! This demonstrates which benefit of good packaging?

Accepted Answer

A)  communication benefit
B)  perceptual benefit
C)  financial benefit
D)  societal benefit
E)  functional benefitF) B) and E)
G) A) and D)

Question 19

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

Accepted Answer

A)  communication benefits
B)  storage benefits
C)  perceptual benefits
D)  protection benefits
E)  self-realization benefitsF) D) and E)
G) A) and B)

Question 20

Products that experience rapid sales on introduction and then an equally rapid decline are called ________ products.

Accepted Answer

A)  high-learning
B)  low-learning
C)  fashion
D)  fad
E)  primaryF) All of the above
G) C) and E)

Exam 11: Managing Successful Products, services, and Brands

Brand licensing refers to

Correct Answer
verified

A product manager is sometimes called a

Correct Answer
verified

In the CDI/BDI Marketing Dashboard above,which segment consumes the least amount of Hawaiian Punch?

Correct Answer
verified

Private branding is also referred to as private labeling or

Correct Answer
verified

Brand personality refers to

Correct Answer
verified

Mixed branding refers to a branding strategy in which a firm

Correct Answer
verified

The primary purpose of a trademark is to

Correct Answer
verified

Correct Answer
verified

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

Correct Answer
verified

The sale of two or more separate products in one package is referred to as

Correct Answer
verified

Correct Answer
verified

Figure 11-7 -Companies can employ several different branding strategies.In Figure 11-7 above,C represents a ________ strategy.

Correct Answer
verified

Products that experience rapid sales on introduction and then an equally rapid decline are called ________ products.

Correct Answer
verified

Figure 11-1 -Figure 11-1 above represents the stages of the product life cycle.What does the portion of the curve labeled C represent?

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

Several factors explain why a consumer would be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a value barrier,which occurs when

Correct Answer
verified

All of the following are responsibilities of a product or brand manager except which?

Correct Answer
verified

Promotional expenses at the maturity stage of the product life cycle are often designed to

Correct Answer
verified

Figure 11-6 -Figure 11-6 above shows the sequential process of building brand equity.Segment A represents the first step,which is to

Correct Answer
verified

Figure 11-5 -According to the concept of the diffusion of innovation,consumers who are deliberate adopters with many informal social contacts are called

Correct Answer
verified

Exam 11: Managing Successful Products, services, and Brands

Brand licensing refers to

Correct AnswerverifiedShow Answer

A product manager is sometimes called a

Correct AnswerverifiedShow Answer

In the CDI/BDI Marketing Dashboard above,which segment consumes the least amount of Hawaiian Punch?

Correct AnswerverifiedShow Answer

Private branding is also referred to as private labeling or

Correct AnswerverifiedShow Answer

Brand personality refers to

Correct AnswerverifiedShow Answer

Mixed branding refers to a branding strategy in which a firm

Correct AnswerverifiedShow Answer

The primary purpose of a trademark is to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

Correct AnswerverifiedShow Answer

The sale of two or more separate products in one package is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Figure 11-7 -Companies can employ several different branding strategies.In Figure 11-7 above,C represents a ________ strategy.

Correct AnswerverifiedShow Answer

Products that experience rapid sales on introduction and then an equally rapid decline are called ________ products.

Correct AnswerverifiedShow Answer

Figure 11-1 -Figure 11-1 above represents the stages of the product life cycle.What does the portion of the curve labeled C represent?

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

Several factors explain why a consumer would be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a value barrier,which occurs when

Correct AnswerverifiedShow Answer

All of the following are responsibilities of a product or brand manager except which?

Correct AnswerverifiedShow Answer

Promotional expenses at the maturity stage of the product life cycle are often designed to

Correct AnswerverifiedShow Answer

Figure 11-6 -Figure 11-6 above shows the sequential process of building brand equity.Segment A represents the first step,which is to

Correct AnswerverifiedShow Answer

Figure 11-5 -According to the concept of the diffusion of innovation,consumers who are deliberate adopters with many informal social contacts are called

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified