Exam 11: Developing and Managing Brand and Product Strategies

Pantene sent free samples of its new shampoo to a researched list of potential customers. This strategy accelerated and enhanced the evaluation and trial stages of the consumer adoption process.

A product can fulfill its mission of satisfying consumer needs only if it ensures safe operation.

A product development strategy might include flanker brands that are introduced to contribute to the overall market share of the company.

What does the term "product positioning" refers to?

​Who is a consumer innovator?

Discuss the levels of brand loyalty.

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 -indicates that consumers rely on previous experiences with a product.

Dell Computers has begun marketing its own brand of consumer electronics, such as MP3 players, in what is called a market development strategy.

What is a brand? Why is branding important?

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 -The _____ describes how new products are accepted in the marketplace.

What is the first step in the new-product development process?

Josh usually buys one brand of orange juice but, occasionally, will buy a competitive brand if it's on sale. Josh is exhibiting brand insistence.

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 -is the added value that a well-known name gives to a product in the marketplace.

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 -refers to loss of sales of an existing product due to competition from a new product in the same line.

Which of the following is an example of a brand name that has become the generic name for a product class?

What is the primary factor that attracts a consumer to a generic product?

How does Young & Rubicam's Brand Asset Valuator model identify the dimension of brand personality called "relevance"?

How can marketers accelerate the adoption process?

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 marketer responsible for an individual product or product line is called a(n) _____.

Jack does not buy his shoes from any company other than Unparalleled, a leading shoe manufacturer, because of the comfort they offer and their unique style features. Jack is in the brand insistence stage of brand loyalty.