Exam 3: Branding Strategy and Consumer Behavior

Which of the following is not a way for a market underdog to encourage change?

Brands that are high in brand strength and brand stature have the greatest amount of equity to protect and leverage.

Which of the follow is not measured in the Young and Rubicam Brand Asset Valuator?

When a new product is first introduced to the market, the marketing manager should focus primarily on:

The S-shaped diffusion curve tends to produce aU-shaped life cycle curve.

Most products score high on both differentiation and relevance.

List the steps of the diffusion of innovation curve and the product life cycle curve.

During the growth phase of the product life cycle, the marketing manager should focus primarily on:

Which new product entry strategy is most closely associated with the maturity stage of the diffusion of innovation curve?

The makers of Pantene Hair Care products was interested in determining types of loyalty in its target market.Using marketing research, they asked customers to indicate their first choice and their second choice from among a list of brands and brand extensions.The majority of the participants indicated that Pantene Body Rich Shampoo and Aussie Body Building Formula Shampoo were their first and second choice.These results suggest that these consumers are:

Explain the difference between harvesting and rejuvenating a product.

Slogans like "stick with what works," and "you get what you pay for," are highly credible arguments for consumers.

Which of the following is a strategy for extending the product life cycle and rejuvenating a product?

Brands that are low in brand strength and low in brand stature are often new products early in the product lifecycle.

Procter and Gamble offers over 10 different diaper products.Unfortunately, many of these product are similar and compete with each other.This is an example of what concept?

Perceived risk usually increases the diffusion rate of new products.

Gatorade is a leading brand of sports beverage.How should Gatorade maintain their leadership position?

The is the rate at which a new product spreads or is adopted across the marketplace.

.Diffusion of innovation is the rate at which a new product spreads or is adopted across the marketplace.

FluTest is a new product that has been on the market a few months.It is an at-horne test kit to diagnose seasonal flu.The managers at FluTest are working hard to create awareness and get people to try the product.This product is most likely in what stage of the product life cycle?