Question 1

The most appropriate product management organization for a small firm with a narrow and deep product mix is the product (brand) manager system.

Accepted Answer

A) True 
 B)False

Question 2

The UPC is an industrywide system for coding information onto merchandise.

Accepted Answer

A) True 
 B)False

Question 3

If a competitive product positioning map shows most products to be clustered in one sector, a self-fulfilling prophecy may be operating.

Accepted Answer

A) True 
 B)False

Question 4

a.	Define the concept of brand equity.
b. How can a firm measure its brand equity?
c. Explain the relationship among brand equity, brand extension, and the brand decision process.

Accepted Answer

a. Brand equity is the commercial value

Question 5

When a firm uses a brand extension strategy in introducing new products, these new products could NOT begin at which stage in the consumer's brand decision process?

Accepted Answer

A)  Nonrecognition 
B)  Recognition 
C)  Preference 
D)  Insistence 
A)  Nonrecognition 
B)  Recognition 
C)  Preference 
D)  Insistence

Question 6

A major difficulty associated with a brand extension strategy is that

Accepted Answer

A)  promotion costs will increase. 
B)  brand recognition may be applied to the incorrect product. 
C)  consumers may not perceive a linkage between two disparate products. 
D)  a new product's risk of failure may increase. 
A)  promotion costs will increase. 
B)  brand recognition may be applied to the incorrect product. 
C)  consumers may not perceive a linkage between two disparate products. 
D)  a new product's risk of failure may increase.

Question 7

The consumer's brand decision process begins with nonrecognition and ends with recognition.

Accepted Answer

A) True 
 B)False

Question 8

Which of these best illustrates the definition of a trademark?

Accepted Answer

A)  A brand designation that is given legal protection 
B)  A symbol, design, or distinctive coloring or lettering that cannot be spoken 
C)  A brand mark that is personified 
D)  A word, letter, group of words, or letters that can be spoken 
A)  A brand designation that is given legal protection 
B)  A symbol, design, or distinctive coloring or lettering that cannot be spoken 
C)  A brand mark that is personified 
D)  A word, letter, group of words, or letters that can be spoken

Question 9

a.	Cite at least three major criticisms of packaging.
b. How could a firm respond to each criticism?
c. What is the responsibility of consumers with regard to each criticism?

Accepted Answer

a. Three major criticisms of packaging i

Question 10

A firm that relies on the augmented product definition best illustrates commitment to the marketing concept.

Accepted Answer

A) True 
 B)False

Question 11

Staples, impulse products, and emergency products are forms of which type of product?

Accepted Answer

A)  Shopping products 
B)  Convenience products 
C)  Tangible products 
D)  Specialty products 
A)  Shopping products 
B)  Convenience products 
C)  Tangible products 
D)  Specialty products

Question 12

In which form of branding does one firm pay a fee to use the trademark rights held by another firm?

Accepted Answer

A)  A cooperative branding agreement 
B)  A licensing agreement 
C)  A brand extension agreement 
D)  Family branding 
A)  A cooperative branding agreement 
B)  A licensing agreement 
C)  A brand extension agreement 
D)  Family branding

Question 13

A mixed-brand strategy best enables a marketer to attract a concentrated market.

Accepted Answer

A) True 
 B)False

Question 14

A firm can map its products in terms of consumer perceptions and desires, competition, other company products, and environmental changes through

Accepted Answer

A)  the semantic differential. 
B)  product portfolio analysis. 
C)  product positioning. 
D)  the product life cycle. 
A)  the semantic differential. 
B)  product portfolio analysis. 
C)  product positioning. 
D)  the product life cycle.

Question 15

Brand extension generally is most successful when the established and new product are similar in terms of use, market segment, and price level.

Accepted Answer

A) True 
 B)False

Question 16

A trademark is a word, letter (number), or group of words or letters (numbers) that can be spoken.

Accepted Answer

A) True 
 B)False

Question 17

A brand name that becomes descriptive of an entire product category

Accepted Answer

A)  will still be considered a legal trademark in all states. 
B)  can still be registered as a trademark in other states. 
C)  must be licensed to other firms at a fair royalty rate. 
D)  will lose its legal protection as a trademark and be considered as public property. 
A)  will still be considered a legal trademark in all states. 
B)  can still be registered as a trademark in other states. 
C)  must be licensed to other firms at a fair royalty rate. 
D)  will lose its legal protection as a trademark and be considered as public property.

Question 18

A firm should evaluate and possibly change its corporate symbols when it

Accepted Answer

A)  revises the nature of its business. 
B)  has been subject to adverse publicity. 
C)  develops a new product. 
D)  goes private through a leveraged buyout. 
A)  revises the nature of its business. 
B)  has been subject to adverse publicity. 
C)  develops a new product. 
D)  goes private through a leveraged buyout.

Question 19

Industrial supplies can be further categorized as

Accepted Answer

A)  maintenance and repair services. 
B)  maintenance and operating supplies. 
C)  staples and emergency supplies. 
D)  goods versus nongoods services. 
A)  maintenance and repair services. 
B)  maintenance and operating supplies. 
C)  staples and emergency supplies. 
D)  goods versus nongoods services.

Question 20

Which statement concerning the consumer-products classification system is NOT correct?

Accepted Answer

A)  Each type of product in the consumer-products classification system requires a different marketing mix. 
B)  The consumer-products classification system is an excellent market segmentation base. 
C)  The consumer-products classification system includes both final and industrial consumer products. 
D)  The consumer-products classification system recognizes that different consumers may classify the same product differently. 
A)  Each type of product in the consumer-products classification system requires a different marketing mix. 
B)  The consumer-products classification system is an excellent market segmentation base. 
C)  The consumer-products classification system includes both final and industrial consumer products. 
D)  The consumer-products classification system recognizes that different consumers may classify the same product differently.

Exam 11: Basic Concepts in Product Planning

The most appropriate product management organization for a small firm with a narrow and deep product mix is the product (brand) manager system.

The UPC is an industrywide system for coding information onto merchandise.

If a competitive product positioning map shows most products to be clustered in one sector, a self-fulfilling prophecy may be operating.

a. Define the concept of brand equity. b. How can a firm measure its brand equity? c. Explain the relationship among brand equity, brand extension, and the brand decision process.

When a firm uses a brand extension strategy in introducing new products, these new products could NOT begin at which stage in the consumer's brand decision process?

A major difficulty associated with a brand extension strategy is that

The consumer's brand decision process begins with nonrecognition and ends with recognition.

Which of these best illustrates the definition of a trademark?

a. Cite at least three major criticisms of packaging. b. How could a firm respond to each criticism? c. What is the responsibility of consumers with regard to each criticism?

A firm that relies on the augmented product definition best illustrates commitment to the marketing concept.

Staples, impulse products, and emergency products are forms of which type of product?

In which form of branding does one firm pay a fee to use the trademark rights held by another firm?

A mixed-brand strategy best enables a marketer to attract a concentrated market.

A firm can map its products in terms of consumer perceptions and desires, competition, other company products, and environmental changes through

Brand extension generally is most successful when the established and new product are similar in terms of use, market segment, and price level.

A trademark is a word, letter (number), or group of words or letters (numbers) that can be spoken.

A brand name that becomes descriptive of an entire product category

A firm should evaluate and possibly change its corporate symbols when it

Industrial supplies can be further categorized as

Which statement concerning the consumer-products classification system is NOT correct?

Marketing Today

The Environment in Which Marketing Operates

Developing and Enacting Strategic Marketing Plans

Information for Marketing Decisions

Societal, Ethical, and Consumer Issues

Global Aspects of Marketing

Marketing and the Internet

Final Consumers

Organizational Consumers

Developing a Target Market Strategy

Goods Versus Services Marketing

Conceiving, Developing, and Managing Products

Value Chain Management and Logistics

Wholesaling

Retailing

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Considerations in Price Planning

Developing and Applying a Pricing Strategy

Pulling It All Together: Integrating and Analyzing the Marketing Plan

Filters