Question 1

A weak product position with a strong marketing effort will fail to deliver the desired level of market share.

Accepted Answer

A) True 
 B)False  True

Question 2

Within the dimensions of service quality,which of the following is a "quality enhancer"?

Accepted Answer

A) service reliability 
B) performance 
C) customer empathy 
D) appearance 
E) reputation 
A) service reliability 
B) performance 
C) customer empathy 
D) appearance 
E) reputation C

Question 3

Within the dimensions of product performance,which of the following is a "quality driver"?

Accepted Answer

A) conformance 
B) durability 
C) serviceability 
D) reputation 
E) reliability 
A) conformance 
B) durability 
C) serviceability 
D) reputation 
E) reliability B

Question 4

Companies with high brand awareness can more easily introduce new products and enter new markets.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is a differentiation and product positioning strategy?

Accepted Answer

A) low cost of purchase 
B) brand encoding 
C) product elimination 
D) bundling and unbundling 
E) product line extensions 
A) low cost of purchase 
B) brand encoding 
C) product elimination 
D) bundling and unbundling 
E) product line extensions

Question 6

Name the hierarchical categories of product performance and for each,name and describe two dimensions of product performance that can serve as bases for product differentiation.

Accepted Answer

The four hierarchical categories of prod

Question 7

Which of the following refers to expenses other than the purchase price that are associated with the acquisition and use of a product?

Accepted Answer

A) fixed costs 
B) ownership costs 
C) variable costs 
D) differentiation costs 
E) opportunity costs 
A) fixed costs 
B) ownership costs 
C) variable costs 
D) differentiation costs 
E) opportunity costs

Question 8

Within the dimensions of product performance,which of the following is a product performance enhancement factor?

Accepted Answer

A) reliability 
B) conformance 
C) durability 
D) serviceability 
E) improvements 
A) reliability 
B) conformance 
C) durability 
D) serviceability 
E) improvements

Question 9

M.L.Manufacturers Inc.is an American clothes manufacturing firm that sells women's fashion apparel under the brand name DressChic.After extensive market research,the firm introduces a line of children's clothes under the brand name Mischief and a line of affordable work wear for women under the brand name DressSmart.In this example,M.L.Manufacturers Inc.uses which of the following strategies?

Accepted Answer

A) a vertical brand-line extension strategy 
B) a horizontal brand-line extension strategy 
C) a new product-market brand extension strategy 
D) a cobranding strategy 
E) a product bundling strategy 
A) a vertical brand-line extension strategy 
B) a horizontal brand-line extension strategy 
C) a new product-market brand extension strategy 
D) a cobranding strategy 
E) a product bundling strategy

Question 10

Ford sells the Ford Fiesta automobile.This is an example of using a ________ branding strategy.

Accepted Answer

A) company name 
B) company and brand name 
C) brand and subbrand name 
D) company and product name 
E) company,brand,and product name 
A) company name 
B) company and brand name 
C) brand and subbrand name 
D) company and product name 
E) company,brand,and product name

Question 11

Which of the following is a marketing effort factor influencing a business's market share?

Accepted Answer

A) price 
B) product differentiation 
C) product breadth 
D) brand image 
E) sales promotions 
A) price 
B) product differentiation 
C) product breadth 
D) brand image 
E) sales promotions

Question 12

In the context of brand name development,which of the following is true about an invented name?

Accepted Answer

A) It is built from root words and morphemes. 
B) It aims to evoke a positive attribute or a feeling. 
C) It is associated with an experience. 
D) It is based on the names of company founders. 
E) It strives to build an association between the brand name and the core function of the brand. 
A) It is built from root words and morphemes. 
B) It aims to evoke a positive attribute or a feeling. 
C) It is associated with an experience. 
D) It is based on the names of company founders. 
E) It strives to build an association between the brand name and the core function of the brand.

Question 13

Functional names differ from evocative names in that functional names ________.

Accepted Answer

A) are derived from the basic benefit provided by the product 
B) do not have any association with a core customer benefit 
C) are built from root words and morphemes 
D) are poetic constructions based on the rhythm of saying them 
E) are associated with positive attributes or feelings 
A) are derived from the basic benefit provided by the product 
B) do not have any association with a core customer benefit 
C) are built from root words and morphemes 
D) are poetic constructions based on the rhythm of saying them 
E) are associated with positive attributes or feelings

Question 14

The intent of umbrella branding is to enhance the effectiveness of marketing programs and to increase demand for product line extensions by transferring brand awareness and perceptions of quality from the umbrella brand.

Accepted Answer

A) True 
 B)False

Question 15

In a price-sensitive market,product positioning generally requires a higher price because this is the only source of differentiation that target customers value.

Accepted Answer

A) True 
 B)False

Question 16

If a business fails to deliver acceptable or expected levels of serviceability and appearance,an advantage in other dimensions of product performance will not matter.

Accepted Answer

A) True 
 B)False

Question 17

Brand equity is equal to ________.

Accepted Answer

A) total brand assets minus total brand liabilities 
B) total brand assets divided by total brand liabilities 
C) total company assets minus total company liabilities 
D) total company assets divided by total company liabilities 
E) total company liabilities minus total brand liabilities 
A) total brand assets minus total brand liabilities 
B) total brand assets divided by total brand liabilities 
C) total company assets minus total company liabilities 
D) total company assets divided by total company liabilities 
E) total company liabilities minus total brand liabilities

Question 18

Unilever has over 10 personal care brands,each with a unique focus and product positioning strategy.Buyers would not know that Unilever is the manufacturer of a specific brand unless they looked closely at the small print on the package.This is an example of using a ________ branding strategy.

Accepted Answer

A) company name only 
B) brand name only 
C) company and brand name 
D) brand and subbrand name 
E) company,brand,and product name 
A) company name only 
B) brand name only 
C) company and brand name 
D) brand and subbrand name 
E) company,brand,and product name

Question 19

Invented names are company or brand names that create a direct connection to something real and that can be associated with a direct experience.

Accepted Answer

A) True 
 B)False

Question 20

Without defining the desired product positioning and value proposition for a specific target market,the ________ process would quickly deteriorate into an internal process that was built around product features rather than customer benefits.

Accepted Answer

A) brand naming 
B) brand identification 
C) brand encoding 
D) brand equity 
E) brand extension 
A) brand naming 
B) brand identification 
C) brand encoding 
D) brand equity 
E) brand extension

A weak product position with a strong marketing effort will fail to deliver the desired level of market share.

Within the dimensions of service quality,which of the following is a "quality enhancer"?

Within the dimensions of product performance,which of the following is a "quality driver"?

Companies with high brand awareness can more easily introduce new products and enter new markets.

Which of the following is a differentiation and product positioning strategy?

Name the hierarchical categories of product performance and for each,name and describe two dimensions of product performance that can serve as bases for product differentiation.

Which of the following refers to expenses other than the purchase price that are associated with the acquisition and use of a product?

Within the dimensions of product performance,which of the following is a product performance enhancement factor?

Ford sells the Ford Fiesta automobile.This is an example of using a ________ branding strategy.

Which of the following is a marketing effort factor influencing a business's market share?

In the context of brand name development,which of the following is true about an invented name?

Functional names differ from evocative names in that functional names ________.

The intent of umbrella branding is to enhance the effectiveness of marketing programs and to increase demand for product line extensions by transferring brand awareness and perceptions of quality from the umbrella brand.

In a price-sensitive market,product positioning generally requires a higher price because this is the only source of differentiation that target customers value.

If a business fails to deliver acceptable or expected levels of serviceability and appearance,an advantage in other dimensions of product performance will not matter.

Brand equity is equal to ________.

Unilever has over 10 personal care brands,each with a unique focus and product positioning strategy.Buyers would not know that Unilever is the manufacturer of a specific brand unless they looked closely at the small print on the package.This is an example of using a ________ branding strategy.

Invented names are company or brand names that create a direct connection to something real and that can be associated with a direct experience.

Without defining the desired product positioning and value proposition for a specific target market,the ________ process would quickly deteriorate into an internal process that was built around product features rather than customer benefits.

Customer Focus, customer Performance, and Profit Impact

Marketing Metrics and Marketing Profitability

Market Potential, market Demand, and Market Share

The Customer Experience and Value Creation

Market Segmentation and Segmentation Strategies

Competitive Position and Sources of Advantage

Value-Based Pricing and Pricing Strategies

Marketing Channels and Channel Mapping

Marketing Communications, social Media, and Customer Response

Portfolio Analysis and Strategic Market Planning

Offensive Strategies

Defensive Strategies

Building a Marketing Plan

Marketing Metrics,performance,and Strategy Implementation

Market-Based Management and Financial Performance

Filters

Exam 7: Product Positioning, branding, and Product Line Strategies

A weak product position with a strong marketing effort will fail to deliver the desired level of market share.

Within the dimensions of service quality,which of the following is a "quality enhancer"?

Within the dimensions of product performance,which of the following is a "quality driver"?

Companies with high brand awareness can more easily introduce new products and enter new markets.

Which of the following is a differentiation and product positioning strategy?

Name the hierarchical categories of product performance and for each,name and describe two dimensions of product performance that can serve as bases for product differentiation.

Which of the following refers to expenses other than the purchase price that are associated with the acquisition and use of a product?

Within the dimensions of product performance,which of the following is a product performance enhancement factor?

Ford sells the Ford Fiesta automobile.This is an example of using a ________ branding strategy.

Which of the following is a marketing effort factor influencing a business's market share?

In the context of brand name development,which of the following is true about an invented name?

Functional names differ from evocative names in that functional names ________.

The intent of umbrella branding is to enhance the effectiveness of marketing programs and to increase demand for product line extensions by transferring brand awareness and perceptions of quality from the umbrella brand.

In a price-sensitive market,product positioning generally requires a higher price because this is the only source of differentiation that target customers value.

If a business fails to deliver acceptable or expected levels of serviceability and appearance,an advantage in other dimensions of product performance will not matter.

Brand equity is equal to ________.

Unilever has over 10 personal care brands,each with a unique focus and product positioning strategy.Buyers would not know that Unilever is the manufacturer of a specific brand unless they looked closely at the small print on the package.This is an example of using a ________ branding strategy.

Invented names are company or brand names that create a direct connection to something real and that can be associated with a direct experience.

Without defining the desired product positioning and value proposition for a specific target market,the ________ process would quickly deteriorate into an internal process that was built around product features rather than customer benefits.

Customer Focus, customer Performance, and Profit Impact

Marketing Metrics and Marketing Profitability

Market Potential, market Demand, and Market Share

The Customer Experience and Value Creation

Market Segmentation and Segmentation Strategies

Competitive Position and Sources of Advantage

Value-Based Pricing and Pricing Strategies

Marketing Channels and Channel Mapping

Marketing Communications, social Media, and Customer Response

Portfolio Analysis and Strategic Market Planning

Offensive Strategies

Defensive Strategies

Building a Marketing Plan

Marketing Metrics,performance,and Strategy Implementation

Market-Based Management and Financial Performance

Filters