Question 1

Many U.S.fmns are increasing the emphasis on the number of product line managers.

Accepted Answer

A) True 
 B)False  True

Question 2

Riley's shoes is an underdog brand of shoes.How can Riley's try to gain a stronger position in the marketplace?

Accepted Answer

Student answers will vary but should center on the following: decrease ambiguity, increase the ease with which consumers can compare brands, and avoid using irrelevant attributes that make learning difficult.

Question 3

One way to measure brand equity is to compare consumers' evaluations of a product with a brand name against a generic no-name product in the same category.

Accepted Answer

A) True 
 B)False  True

Question 4

How can a product be rejuvenated?

Accepted Answer

A product can be rejuvenated by developi

Question 5

Retention strategies focus on keeping existing customers.

Accepted Answer

A) True 
 B)False

Question 6

According to the Young and Rubicam Brand Asset Valuator, brand strength equals:

Accepted Answer

A) esteem X knowledge 
B) esteem X relevance 
C) differentiation X knowledge 
D) differentiation X relevance 
E) None of the above is correct. 
A) esteem X knowledge 
B) esteem X relevance 
C) differentiation X knowledge 
D) differentiation X relevance 
E) None of the above is correct.

Question 7

Which of the following is not a retention strategy?

Accepted Answer

A) Enacting a customer loyalty program 
B) Giving discounts when customers buy in larger quantities 
C) Getting customers to "trade up" to more expensive products in the product line 
D) Developing new uses for a product 
E) All of the above are retention strategies. 
A) Enacting a customer loyalty program 
B) Giving discounts when customers buy in larger quantities 
C) Getting customers to "trade up" to more expensive products in the product line 
D) Developing new uses for a product 
E) All of the above are retention strategies.

Question 8

Each product goes through rejuvenation during the decline stage.

Accepted Answer

A) True 
 B)False

Question 9

Brand meaning depends on the strength and nature of the image of the brand in terms of objective quality and performance.

Accepted Answer

A) True 
 B)False

Question 10

Trying to attract new category users (e.g., shifting coffee drinkers over to tea) is a good way to retain customers.

Accepted Answer

A) True 
 B)False

Question 11

The maturity stage of the product life cycle involves heavy promotion and advertising.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is not a factor that influences diffusion of innovation?

Accepted Answer

A) The relative advantage of a new product over old products 
B) Complexity and user-friendliness 
C) Perceived risk 
D) Compatibility with existing consumers beliefs, opinions, and lifestyles 
E) Potential for cannibalization 
A) The relative advantage of a new product over old products 
B) Complexity and user-friendliness 
C) Perceived risk 
D) Compatibility with existing consumers beliefs, opinions, and lifestyles 
E) Potential for cannibalization

Question 13

Increasing product line breadth increases the likelihood of cannibalization.

Accepted Answer

A) True 
 B)False

Question 14

A short channel of distribution is preferred when trying to retain existing customers, but a long channel of distribution is preferred when trying to acquire new customers.

Accepted Answer

A) True 
 B)False

Question 15

If the vast majority of a brand's customers are brand loyal, what should a marketer do?

Accepted Answer

A) Harvest the brand 
B) Increase the product line 
C) Develop as few brand extension as possible 
D) Maintain a narrow product line to avoid cannibalization 
E) Stop promoting the brand because it is a waste of money 
A) Harvest the brand 
B) Increase the product line 
C) Develop as few brand extension as possible 
D) Maintain a narrow product line to avoid cannibalization 
E) Stop promoting the brand because it is a waste of money

Question 16

Lava soap is a heavy-duty hand soap designed to remove grease and oil.The makers of Lava are currently looking for new uses for the product, including stain removal for cloths.This product is most likely in what stage of the product life cycle ?

Accepted Answer

A) Introduction 
B) Harvest 
C) Growth 
D) Maturity 
E) Decline 
A) Introduction 
B) Harvest 
C) Growth 
D) Maturity 
E) Decline

Question 17

Encouraging consumers to challenge their current beliefs can be helpful to underdog brands.

Accepted Answer

A) True 
 B)False

Question 18

The adoption rate of a new product usually is highest during the growth stage of the product life cycle.

Accepted Answer

A) True 
 B)False

Question 19

The "decline" stage is the last stage of the product life cycle.

Accepted Answer

A) True 
 B)False

Question 20

Marketers can best influence the diffusion rate early in the introduction stage by identifying and marketing toward what group of consumers?

Accepted Answer

A) Early adopters 
B) Innovators 
C) Laggards 
D) Majority buyers 
E) None of the above are correct. 
A) Early adopters 
B) Innovators 
C) Laggards 
D) Majority buyers 
E) None of the above are correct.

Many U.S.fmns are increasing the emphasis on the number of product line managers.

Riley's shoes is an underdog brand of shoes.How can Riley's try to gain a stronger position in the marketplace?

One way to measure brand equity is to compare consumers' evaluations of a product with a brand name against a generic no-name product in the same category.

How can a product be rejuvenated?

Retention strategies focus on keeping existing customers.

According to the Young and Rubicam Brand Asset Valuator, brand strength equals:

Which of the following is not a retention strategy?

Each product goes through rejuvenation during the decline stage.

Brand meaning depends on the strength and nature of the image of the brand in terms of objective quality and performance.

Trying to attract new category users (e.g., shifting coffee drinkers over to tea) is a good way to retain customers.

The maturity stage of the product life cycle involves heavy promotion and advertising.

Which of the following is not a factor that influences diffusion of innovation?

Increasing product line breadth increases the likelihood of cannibalization.

A short channel of distribution is preferred when trying to retain existing customers, but a long channel of distribution is preferred when trying to acquire new customers.

If the vast majority of a brand's customers are brand loyal, what should a marketer do?

Lava soap is a heavy-duty hand soap designed to remove grease and oil.The makers of Lava are currently looking for new uses for the product, including stain removal for cloths.This product is most likely in what stage of the product life cycle ?

Encouraging consumers to challenge their current beliefs can be helpful to underdog brands.

The adoption rate of a new product usually is highest during the growth stage of the product life cycle.

The "decline" stage is the last stage of the product life cycle.

Marketers can best influence the diffusion rate early in the introduction stage by identifying and marketing toward what group of consumers?

Understanding Consumer Behavior and Consumer Research

Consumer Focused Strategy: Segmentation and Positioning

Consumer Perception

Learning and Memory

Automatic Information Processing

Motivation and Emotion

Attitude and Judgment Formation and Change

The Consumer Decision Making Process

Product Consideration, Evaluation, and Choice

Behavioral Decision Theory

Self-Concept and Personality

Social Influence and Behavioral Compliance

The Influence of Culture and Values

The Influence of Demography

Contemporary Strategies in Reaching Consumers

Engaging Consumers Through Online Marketing

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters

Exam 3: Branding Strategy and Consumer Behavior

Many U.S.fmns are increasing the emphasis on the number of product line managers.

Riley's shoes is an underdog brand of shoes.How can Riley's try to gain a stronger position in the marketplace?

One way to measure brand equity is to compare consumers' evaluations of a product with a brand name against a generic no-name product in the same category.

How can a product be rejuvenated?

Retention strategies focus on keeping existing customers.

According to the Young and Rubicam Brand Asset Valuator, brand strength equals:

Which of the following is not a retention strategy?

Each product goes through rejuvenation during the decline stage.

Brand meaning depends on the strength and nature of the image of the brand in terms of objective quality and performance.

Trying to attract new category users (e.g., shifting coffee drinkers over to tea) is a good way to retain customers.

The maturity stage of the product life cycle involves heavy promotion and advertising.

Which of the following is not a factor that influences diffusion of innovation?

Increasing product line breadth increases the likelihood of cannibalization.

A short channel of distribution is preferred when trying to retain existing customers, but a long channel of distribution is preferred when trying to acquire new customers.

If the vast majority of a brand's customers are brand loyal, what should a marketer do?

Lava soap is a heavy-duty hand soap designed to remove grease and oil.The makers of Lava are currently looking for new uses for the product, including stain removal for cloths.This product is most likely in what stage of the product life cycle ?

Encouraging consumers to challenge their current beliefs can be helpful to underdog brands.

The adoption rate of a new product usually is highest during the growth stage of the product life cycle.

The "decline" stage is the last stage of the product life cycle.

Marketers can best influence the diffusion rate early in the introduction stage by identifying and marketing toward what group of consumers?

Understanding Consumer Behavior and Consumer Research

Consumer Focused Strategy: Segmentation and Positioning

Consumer Perception

Learning and Memory

Automatic Information Processing

Motivation and Emotion

Attitude and Judgment Formation and Change

The Consumer Decision Making Process

Product Consideration, Evaluation, and Choice

Behavioral Decision Theory

Self-Concept and Personality

Social Influence and Behavioral Compliance

The Influence of Culture and Values

The Influence of Demography

Contemporary Strategies in Reaching Consumers

Engaging Consumers Through Online Marketing

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters