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Exam 11: Managing Successful Products Services and Brands

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Question 121

Multiple Choice

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Brand licensing refers to

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) None of the above
G) A) and B)

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Question 122

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The belief that products originating from one country would be of better or worse quality than the products from another country illustrates the __________ benefits that packaging information can provide.

A) functional
B) financial
C) physical
D) perceptual
E) communication

F) B) and D)
G) B) and C)

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Question 123

Multiple Choice

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Packaging that provides convenience, product quality, protection, or easy storage offers what kind of benefits?

Private branding is also referred to as private labeling or

The marketers used all of the following "ignitions" to spark interest in the Secret deodorant brand with consumers except

The stylized blue and white waves that appear in an oval shape on every package of Ocean Spray brand products is an example of a

The fourth and last step in the sequential process of building brand equity is to

Promotional expenditures at the introduction stage of the product life cycle are best spent on

Mott's applesauce promotes itself as a low-fat alternative to cooking oil for baked goods. Mott's is

Consider the four steps in the sequential process of building brand equity. The first step is to

Advertising and promotion costs tend to be higher with a __________ strategy because the company must generate awareness among consumers and retailers for each new brand name without the benefit of any previous impressions.

When a company sells a new product with the current brand name to enter a new market segment in its product class, it is using a __________ strategy.

Companies can choose from several different branding strategies. Companies such as Toro, with Toro snowblowers, Toro mowers, and Toro garden hoses, are using a __________ strategy.

In terms of the diffusion of innovation, early majority accounts for __________ percent of product adopters.

All of the following are factors triggering the need for product repositioning except

Reducing the package content without changing package size while maintaining or increasing the package price is referred to as

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

The added value a brand name gives to a product beyond the functional benefits provided is referred to as

Product packaging, such as the Pringles cylindrical package, is one example of the product's

The four steps in the building brand equity are: (1) __________ and an association of the brand in consumers' minds with a product class or need to give the brand an identity; (2) establishing a brand's meaning in the minds of consumers; (3) eliciting the proper consumer responses to a brand's identity and meaning; and (4) creating an intense, active, and loyal consumer-brand connection.