Exam 11: Basic Concepts in Product Planning

A market analyst described a firm as having a poor organizational mission statement that has resulted in the firm's having a "cluttered plate" and a "blurry image." What type of product mix does the firm have?

Both raw material and component material products undergo changes in form during the production process.

Compared with multiple branding, an advantage of family branding to a manufacturer is that

Of all industrial products, only installations and component materials are classified as fixed assets and depreciated.

Shopping products are characterized by

An impulse product can be best defined as a(n)

Ideal company product positioning enables a firm to compare its brand's positioning with regard to desired attributes.

If a firm's brands are viewed as interchangeable by consumers, they will appear ___ on a company product positioning chart.

A firm can leverage its brand equity through use of which of these strategies?

Retailers and wholesalers have greater control over price for manufacturer brands than for private brands.

A major advantage of the use of individual branding is

The functions of packaging have increased as a result of the importance of self-service merchandising and impulse sales.

A wholesaler or retailer has the greatest degree of channel control with which type of branding philosophy?

Retailers and wholesalers have greater control over price for private brands than for manufacturer brands.

A deep product mix enables a firm to be a specialist.

Availability at competing retailers, high brand awareness, and high levels of advertising are strategies typically associated with

Which of these best illustrates the definition of a brand name?

A product (brand) manager system should be used when

Generic brands have the highest market share in which industry?

Under what set of circumstances should a firm utilize the following: a. A marketing manager system? b. A product (brand) manager system? c. A product planning committee? d. A new-product manager system? e. A venture team?