Exam 11: Basic Concepts in Product Planning

With a brand extension strategy, a consumer's brand decision process for a newly-introduced product begins with

The product management system most appropriate for a smaller firm that wishes to centralize its marketing function is the

For a new brand, the consumer's brand decision process begins with which of these stages?

A firm facing clustered demand produces two lines of watches. The most appropriate product management organization for the firm is a

If a firm has a blurred image among its two brand designations, these brands will appear ___ on a company product positioning chart.

Trademark registration is a more complex process for firms with domestic markets than for firms that operate on a global basis.

A major benefit of family branding is the

An advantage of a consistent product mix to a marketer is the

Which branding strategy works best with a differentiated marketing strategy?

A student quickly decides to purchase extra disks at the bookstore located two blocks from his home. The student realizes that he has run out of disks to back up his term paper and that stores will be closing within a half-hour. The consumer views the disk purchase as a(n) ___ product.

Competitive retailers may increase each firm's total sales in which merchandise category?

Through licensing agreements, a small and relatively unknown manufacturer can increase its degree of customer recognition.

Individual branding is an appropriate strategy when a firm has significant brand equity.

The mail-order retailer is considering changing its marketing strategy to include technical service, as well as special handling. Under this plan, the retailer would keep an up-to-date record of a customer's purchases and advise each customer as to updated versions of software, when available. It would also provide second-day shipping services with no additional charge. Under the planned strategy, the retailer is marketing

Which type of retailer has the widest product mix?

A condominium apartment that is purchased by the user is classified as a good; the same apartment that is rented from its owner would be classified as a rented-goods service.

By providing a comprehensive needs assessment, delivery, and follow-up service, an industrial company can convert an augmented product to a generic product.

a. Under what conditions is a brand extension strategy desirable for a manufacturer? b. Under what conditions is a brand extension strategy undesirable for a manufacturer?

Brand loyalty and brand insistence are important aspects of consumer behavior with respect to the purchase of specialty products.

A package is often the final form of promotion the consumer sees prior to making a purchase decision.