Question 1

Compare and contrast the different ways in which new brand names are created and provide an example of each.

Accepted Answer

(1)Functional names - functional names a

Question 2

An umbrella brand refers to a new product that is a vertical brand extension of the core product.

Accepted Answer

A) True 
 B)False

Question 3

George recently purchased a computer from HardDigits Inc. ,a firm that sells assembled desktop computers and other electronic products.Included in his purchase were an inkjet printer,a web camera,and an office software program that included a word processor,a spreadsheet,and a photo editor.The price he paid for the computer,software,and accessories was lower than the total price that he would have paid if he had purchased the products separately.In this example,HardDigits Inc.uses which of the following product line extension strategies?

Accepted Answer

A) product diversification 
B) umbrella branding 
C) product cobranding 
D) product bundling 
E) disintermediation 
A) product diversification 
B) umbrella branding 
C) product cobranding 
D) product bundling 
E) disintermediation

Question 4

Frosty Inc.is an American firm that manufactures and markets a line of ice creams under the brand name Frosty Delight.Together with Magic Bakes,a popular brand of baking mixes and canned frostings,the firm introduces a line of Frosty Magic Bakes,a line of ice cream cake mixes.The new product line,Frosty Magic Bakes,uses the logos of both Frosty Delight and Magic Bakes.This is an example of ________.

Accepted Answer

A) franchising 
B) cobranding 
C) pure product bundling 
D) mixed product bundling 
E) licensing 
A) franchising 
B) cobranding 
C) pure product bundling 
D) mixed product bundling 
E) licensing

Question 5

The purpose of line extensions under an umbrella brand is to leverage the awareness and image of the umbrella brand.

Accepted Answer

A) True 
 B)False

Question 6

Mathis Inc.is a home appliance manufacturing firm based in Vermont that sells its products under the brand name GoodHome.The firm initially built a reputation in the household appliances market for its high-quality products.After an extensive market research,the firm used its brand reputation to expand into the home furnishing industry.In this example,Mathis Inc.uses which of the following product line extension 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 extension strategy 
E) a product bundling extension 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 extension strategy 
E) a product bundling extension strategy

Question 7

The brand equity of many oil companies is lower when associated with oil spills or controversial drilling practices.Which type of brand liability does this best represent?

Accepted Answer

A) customer dissatisfaction 
B) poor record on social issues 
C) product or service failures 
D) inadequate product line development 
E) poor product conformance 
A) customer dissatisfaction 
B) poor record on social issues 
C) product or service failures 
D) inadequate product line development 
E) poor product conformance

Question 8

A(n)________ strategy offers the customer the opportunity to purchase each of the items separately at a sale price or bundled with an additional level of savings.

Accepted Answer

A) pure product bundling 
B) impure product bundling 
C) mixed bundling 
D) horizontal brand extension 
E) vertical brand extension 
A) pure product bundling 
B) impure product bundling 
C) mixed bundling 
D) horizontal brand extension 
E) vertical brand extension

Question 9

Owner's equity is equal to ________.

Accepted Answer

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

Question 10

Church & Dwight,Co.is a U.S.manufacturer of household products.The firm owns a line of toothpastes under the brand name Arm & Hammer Peroxicare.The firm also sells other products under the brand name Arm & Hammer.Arm & Hammer Peroxicare is an example of which of the following encoding strategies?

Accepted Answer

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

Question 11

Red Hot Mexican Grill,a chain of Mexican-style casual dining restaurants in America,has traditional Mexican décor throughout the restaurant and the waiters are dressed in Mexican hats.This is best an example of ________.

Accepted Answer

A) service reliability 
B) service assurance 
C) performance 
D) appearance 
E) responsiveness 
A) service reliability 
B) service assurance 
C) performance 
D) appearance 
E) responsiveness

Question 12

Which of the following is a branding and brand-management strategy?

Accepted Answer

A) umbrella brand 
B) brand differentiation 
C) brand encoding 
D) bundling and unbundling 
E) flanker brand 
A) umbrella brand 
B) brand differentiation 
C) brand encoding 
D) bundling and unbundling 
E) flanker brand

Question 13

A brand-encoding system helps in understanding how to position a product with a brand name for a specific market and desired image.

Accepted Answer

A) True 
 B)False

Question 14

Quality aesthetics as a source of differentiation are of value only when all other aspects of quality are met with respect to customer quality expectations.

Accepted Answer

A) True 
 B)False

Question 15

S.K.Group of Manufacturers produces and distributes mattresses and pillows under the brand name SoftComfort.In this example,S.K.Group of Manufacturers uses which of the following types of brand names?

Accepted Answer

A) a founder name 
B) an experiential name 
C) a functional name 
D) an acronym 
E) a morpheme 
A) a founder name 
B) an experiential name 
C) a functional name 
D) an acronym 
E) a morpheme

Question 16

MINI-CASE
Organic Harvest Inc.is an American manufacturing firm based in California.The firm manufactures and sells a line of organic fruit juices under the brand name OrganicDrinks.The firm also markets a line of medicinal health drinks,under the brand name HerbalDrinks.
-Mini-Case Question.Which of the four types of brand names does OrganicDrinks best represent?

Accepted Answer

A) a functional name 
B) an invented name 
C) a morpheme name 
D) an evocative name 
E) a founder name 
A) a functional name 
B) an invented name 
C) a morpheme name 
D) an evocative name 
E) a founder name

Question 17

Which of the following is true about licensing?

Accepted Answer

A) It is a bad option for products that are difficult to produce. 
B) It refers to the transfer of trademark rights held by one party to another party. 
C) It allows owners of intellectual property to obtain payment for their creations in a lump sum. 
D) It involves the legal assignment of the rights to a product from one party to another. 
E) It is a method of protecting the brand name and logo of a company. 
A) It is a bad option for products that are difficult to produce. 
B) It refers to the transfer of trademark rights held by one party to another party. 
C) It allows owners of intellectual property to obtain payment for their creations in a lump sum. 
D) It involves the legal assignment of the rights to a product from one party to another. 
E) It is a method of protecting the brand name and logo of a company.

Question 18

Which of the following is true about pure product bundling strategy?

Accepted Answer

A) It is shown to be more profitable than mixed bundling strategies. 
B) It takes advantage of the potential synergy of two brands that share a common market space. 
C) It involves entering new product-markets. 
D) It creates a base from which to introduce line extensions that enhance market penetration at a lower cost. 
E) It involves the sale of two or more products at an overall price that is cheaper than purchasing the products separately. 
A) It is shown to be more profitable than mixed bundling strategies. 
B) It takes advantage of the potential synergy of two brands that share a common market space. 
C) It involves entering new product-markets. 
D) It creates a base from which to introduce line extensions that enhance market penetration at a lower cost. 
E) It involves the sale of two or more products at an overall price that is cheaper than purchasing the products separately.

Question 19

In the context of brand name development,________ names are either built from root words and morphemes or are poetic constructions based on the rhythm or experience of saying them.

Accepted Answer

A) evocative 
B) experiential 
C) functional 
D) invented 
E) realistic 
A) evocative 
B) experiential 
C) functional 
D) invented 
E) realistic

Question 20

Microsoft Office 2010 allows buyers and users to quickly identify the Microsoft product and its newness to older versions of the same brand.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,brand,and product name 
E) company and brand name,and number 
A) company name 
B) company and brand name 
C) brand and subbrand name 
D) company,brand,and product name 
E) company and brand name,and number

Compare and contrast the different ways in which new brand names are created and provide an example of each.

An umbrella brand refers to a new product that is a vertical brand extension of the core product.

The purpose of line extensions under an umbrella brand is to leverage the awareness and image of the umbrella brand.

The brand equity of many oil companies is lower when associated with oil spills or controversial drilling practices.Which type of brand liability does this best represent?

A(n)________ strategy offers the customer the opportunity to purchase each of the items separately at a sale price or bundled with an additional level of savings.

Owner's equity is equal to ________.

Church & Dwight,Co.is a U.S.manufacturer of household products.The firm owns a line of toothpastes under the brand name Arm & Hammer Peroxicare.The firm also sells other products under the brand name Arm & Hammer.Arm & Hammer Peroxicare is an example of which of the following encoding strategies?

Red Hot Mexican Grill,a chain of Mexican-style casual dining restaurants in America,has traditional Mexican décor throughout the restaurant and the waiters are dressed in Mexican hats.This is best an example of ________.

Which of the following is a branding and brand-management strategy?

A brand-encoding system helps in understanding how to position a product with a brand name for a specific market and desired image.

Quality aesthetics as a source of differentiation are of value only when all other aspects of quality are met with respect to customer quality expectations.

S.K.Group of Manufacturers produces and distributes mattresses and pillows under the brand name SoftComfort.In this example,S.K.Group of Manufacturers uses which of the following types of brand names?

Which of the following is true about licensing?

Which of the following is true about pure product bundling strategy?

In the context of brand name development,________ names are either built from root words and morphemes or are poetic constructions based on the rhythm or experience of saying them.

Microsoft Office 2010 allows buyers and users to quickly identify the Microsoft product and its newness to older versions of the same brand.This is an example of using a ________ branding strategy.

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

Compare and contrast the different ways in which new brand names are created and provide an example of each.

An umbrella brand refers to a new product that is a vertical brand extension of the core product.

The purpose of line extensions under an umbrella brand is to leverage the awareness and image of the umbrella brand.

The brand equity of many oil companies is lower when associated with oil spills or controversial drilling practices.Which type of brand liability does this best represent?

A(n)________ strategy offers the customer the opportunity to purchase each of the items separately at a sale price or bundled with an additional level of savings.

Owner's equity is equal to ________.

Church & Dwight,Co.is a U.S.manufacturer of household products.The firm owns a line of toothpastes under the brand name Arm & Hammer Peroxicare.The firm also sells other products under the brand name Arm & Hammer.Arm & Hammer Peroxicare is an example of which of the following encoding strategies?

Red Hot Mexican Grill,a chain of Mexican-style casual dining restaurants in America,has traditional Mexican décor throughout the restaurant and the waiters are dressed in Mexican hats.This is best an example of ________.

Which of the following is a branding and brand-management strategy?

A brand-encoding system helps in understanding how to position a product with a brand name for a specific market and desired image.

Quality aesthetics as a source of differentiation are of value only when all other aspects of quality are met with respect to customer quality expectations.

S.K.Group of Manufacturers produces and distributes mattresses and pillows under the brand name SoftComfort.In this example,S.K.Group of Manufacturers uses which of the following types of brand names?

Which of the following is true about licensing?

Which of the following is true about pure product bundling strategy?

In the context of brand name development,________ names are either built from root words and morphemes or are poetic constructions based on the rhythm or experience of saying them.

Microsoft Office 2010 allows buyers and users to quickly identify the Microsoft product and its newness to older versions of the same brand.This is an example of using a ________ branding strategy.

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