Exam 11: Developing and Managing Brand and Product Strategies

Match each item to the statement or sentence listed below. a.brand b.brand preference c.brand insistence d.generic product e.family brand f.brand equity g.category management h.trademark i.brand extension j.consumer innovator k.diffusion process l.captive brands m.trade dress n.product liability o.brand name p.private brand q.brand manager r.cannibalization s.product liability t.brand mark u.label -A(n) _____ is a symbol or a pictorial design that distinguishes a product.

The purpose of test-marketing is to verify that a product will perform well in a specific market where similar products have failed in the past.

Match each item to the statement or sentence listed below. a.brand b.brand preference c.brand insistence d.generic product e.family brand f.brand equity g.category management h.trademark i.brand extension j.consumer innovator k.diffusion process l.captive brands m.trade dress n.product liability o.brand name p.private brand q.brand manager r.cannibalization s.product liability t.brand mark u.label -Consumer refusals of alternatives and extensive search for desired merchandise is _____.

Brand licensing involves the purchase of the brand name by another company to use on unrelated products.

New product committee members are not the innovators of a product idea; they are primarily responsible for reviewing and approving an idea already on the table.

What is the stage of new product development during which ideas with commercial potential are separated from those NOT meeting company objectives?

Once consumers have used a product, seen it advertised, or noticed it in a store, it moves from the unknown to the known category, which increases the probability that they will purchase it.