Question 1

If a brand is extended too many times, one major risk is that it can lead to _____.

Accepted Answer

A) family branding 
B) brand dilution 
C) co-branding 
D) line extensions 
E) generic branding 
A) family branding 
B) brand dilution 
C) co-branding 
D) line extensions 
E) generic branding

Question 2

Explain the difference between brand name and trademarks.

Accepted Answer

A brand name is the part of a brand that

Question 3

A buyer becomes aware of the product during the evaluation phase of the product adoption process.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is not a business product?

Accepted Answer

A) Oil to be refined into fuel 
B) Chips to be integrated into components for personal computers 
C) Paper, pens, and tape to be used in an office 
D) Marketing consulting services to aid a company in marketing a new product 
E) Calculators bought to help individuals complete their personal federal income tax forms 
A) Oil to be refined into fuel 
B) Chips to be integrated into components for personal computers 
C) Paper, pens, and tape to be used in an office 
D) Marketing consulting services to aid a company in marketing a new product 
E) Calculators bought to help individuals complete their personal federal income tax forms

Question 5

A red-and-white label on a soup can is an example of innovative packaging.

Accepted Answer

A) True 
 B)False

Question 6

Buyers want to exert only minimal effort to obtain shopping products.

Accepted Answer

A) True 
 B)False

Question 7

Of the following choices, which would be the easiest brand name to legally protect?

Accepted Answer

A) Tarzink Yogurt 
B) Learn and Grow Daycare 
C) Scout Camping Supplies 
D) Sullivan Water Filtering Systems 
E) Western County Distributors 
A) Tarzink Yogurt 
B) Learn and Grow Daycare 
C) Scout Camping Supplies 
D) Sullivan Water Filtering Systems 
E) Western County Distributors

Question 8

Depending on the length of time it takes them to adopt a new product, people can be divided into five major adopter categories: early adopters, early majority, late majority, laggards, and

Accepted Answer

A) late adopters. 
B) nonadopters. 
C) innovators. 
D) middle adopters. 
E) middle majority. 
A) late adopters. 
B) nonadopters. 
C) innovators. 
D) middle adopters. 
E) middle majority.

Question 9

Mike went skiing one weekend with several of his friends. While at the slope, Mike injured his leg and needed to see a doctor. Mike is likely going to view solutions to his problem as

Accepted Answer

A) specialty products. 
B) installations. 
C) shopping products. 
D) unsought products. 
E) convenience products. 
A) specialty products. 
B) installations. 
C) shopping products. 
D) unsought products. 
E) convenience products.

Question 10

Ritz-Carlton is known for its customer service--so much so that it allows employees to spend $2,000 to meet customer needs per incident. Customer service at the Ritz-Carlton is an example of a(n)

Accepted Answer

A) core product. 
B) symbolic feature. 
C) experiential feature. 
D) personalized product. 
E) supplemental feature. 
A) core product. 
B) symbolic feature. 
C) experiential feature. 
D) personalized product. 
E) supplemental feature.

Question 11

Which of the following best describes someone who is an early adopter in terms of the major adopter categories?

Accepted Answer

A) They enjoy new products and are willing to take a risk. 
B) They are oriented toward the past and are the last to adopt a new product. 
C) They are skeptical of new products, but eventually adopt them because of economic necessity or social pressure. 
D) They choose new products carefully and are viewed as "in-the-know" by other adopter categories. 
E) They are deliberate and cautious in trying new products. 
A) They enjoy new products and are willing to take a risk. 
B) They are oriented toward the past and are the last to adopt a new product. 
C) They are skeptical of new products, but eventually adopt them because of economic necessity or social pressure. 
D) They choose new products carefully and are viewed as "in-the-know" by other adopter categories. 
E) They are deliberate and cautious in trying new products.

Question 12

You developed a new smartphone cover that you have been selling at flea markets around your hometown. You have been pleasantly surprised at how successful the covers have been so far. However, you are becoming increasingly concerned that some copycat vendors have begun selling similar products that have names that are very close to your products' name. What should you do?

Accepted Answer

A) Incorporate your product's name. 
B) File the necessary papers to establish your legal right to your brand mark. 
C) File the necessary papers to establish your legal right to your brand. 
D) File the necessary papers to establish your legal right to your trademark. 
E) Increase your brand recognition by doing more marketing. 
A) Incorporate your product's name. 
B) File the necessary papers to establish your legal right to your brand mark. 
C) File the necessary papers to establish your legal right to your brand. 
D) File the necessary papers to establish your legal right to your trademark. 
E) Increase your brand recognition by doing more marketing.

Question 13

Brand recognition exists when a customer is aware that the brand exists and views it as an alternative to purchase if the preferred brand is unavailable or if the other available brands are unfamiliar to the customer.

Accepted Answer

A) True 
 B)False

Question 14

Nancy Grey needed to buy an airline ticket to visit her parents. She went to several websites to compare rates and chose a flight on Pegasus Airlines because, for a similar price to other airlines, it had a better reputation for service. For Nancy, this flight is an example of which type of product?

Accepted Answer

A) Specialty 
B) Convenience 
C) Shopping 
D) Unsought 
E) Durable 
A) Specialty 
B) Convenience 
C) Shopping 
D) Unsought 
E) Durable

Question 15

Consumers are reluctant to purchase substitute brands if a desired brand of a convenience product is unattainable.

Accepted Answer

A) True 
 B)False

Question 16

The stage of the product life cycle when marketers consider eliminating products that are not contributing to profitability or the overall effectiveness of a product mix is the ____ stage.

Accepted Answer

A) maturity 
B) decline 
C) growth 
D) introduction 
E) reorganization 
A) maturity 
B) decline 
C) growth 
D) introduction 
E) reorganization

Question 17

Heather is a graphic artist who is currently working on the development of a new container for mustard and mayonnaise. She is also developing its graphic design. Heather is likely working on the product's

Accepted Answer

A) licensing. 
B) labeling. 
C) promotion. 
D) packaging. 
E) direct media. 
A) licensing. 
B) labeling. 
C) promotion. 
D) packaging. 
E) direct media.

Question 18

Per-unit gross margins on convenience products are relatively high.

Accepted Answer

A) True 
 B)False

Question 19

What is brand loyalty? Explain the three degrees of brand loyalty.

Accepted Answer

Brand loyalty is a customer's favorable

Question 20

What degree of brand loyalty is the strongest and most desired by marketers?

Accepted Answer

A) Preference 
B) Requirement 
C) Awareness 
D) Insistence 
E) Recognition 
A) Preference 
B) Requirement 
C) Awareness 
D) Insistence 
E) Recognition

If a brand is extended too many times, one major risk is that it can lead to _____.

Explain the difference between brand name and trademarks.

A buyer becomes aware of the product during the evaluation phase of the product adoption process.

Which of the following is not a business product?

A red-and-white label on a soup can is an example of innovative packaging.

Buyers want to exert only minimal effort to obtain shopping products.

Of the following choices, which would be the easiest brand name to legally protect?

Depending on the length of time it takes them to adopt a new product, people can be divided into five major adopter categories: early adopters, early majority, late majority, laggards, and

Mike went skiing one weekend with several of his friends. While at the slope, Mike injured his leg and needed to see a doctor. Mike is likely going to view solutions to his problem as

Ritz-Carlton is known for its customer service--so much so that it allows employees to spend $2,000 to meet customer needs per incident. Customer service at the Ritz-Carlton is an example of a(n)

Which of the following best describes someone who is an early adopter in terms of the major adopter categories?

Brand recognition exists when a customer is aware that the brand exists and views it as an alternative to purchase if the preferred brand is unavailable or if the other available brands are unfamiliar to the customer.

Nancy Grey needed to buy an airline ticket to visit her parents. She went to several websites to compare rates and chose a flight on Pegasus Airlines because, for a similar price to other airlines, it had a better reputation for service. For Nancy, this flight is an example of which type of product?

Consumers are reluctant to purchase substitute brands if a desired brand of a convenience product is unattainable.

The stage of the product life cycle when marketers consider eliminating products that are not contributing to profitability or the overall effectiveness of a product mix is the ____ stage.

Heather is a graphic artist who is currently working on the development of a new container for mustard and mayonnaise. She is also developing its graphic design. Heather is likely working on the product's

Per-unit gross margins on convenience products are relatively high.

What is brand loyalty? Explain the three degrees of brand loyalty.

What degree of brand loyalty is the strongest and most desired by marketers?

Customer-Driven Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment, Social Responsibility, and Ethics

Marketing Research and Information Systems

Target Market Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Developing and Managing Goods and Services

Pricing Concepts and Management

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Filters

Exam 10: Product, Branding, and Packaging Concepts

If a brand is extended too many times, one major risk is that it can lead to _____.

Explain the difference between brand name and trademarks.

A buyer becomes aware of the product during the evaluation phase of the product adoption process.

Which of the following is not a business product?

A red-and-white label on a soup can is an example of innovative packaging.

Buyers want to exert only minimal effort to obtain shopping products.

Of the following choices, which would be the easiest brand name to legally protect?

Depending on the length of time it takes them to adopt a new product, people can be divided into five major adopter categories: early adopters, early majority, late majority, laggards, and

Mike went skiing one weekend with several of his friends. While at the slope, Mike injured his leg and needed to see a doctor. Mike is likely going to view solutions to his problem as

Ritz-Carlton is known for its customer service--so much so that it allows employees to spend $2,000 to meet customer needs per incident. Customer service at the Ritz-Carlton is an example of a(n)

Which of the following best describes someone who is an early adopter in terms of the major adopter categories?

Brand recognition exists when a customer is aware that the brand exists and views it as an alternative to purchase if the preferred brand is unavailable or if the other available brands are unfamiliar to the customer.

Consumers are reluctant to purchase substitute brands if a desired brand of a convenience product is unattainable.

The stage of the product life cycle when marketers consider eliminating products that are not contributing to profitability or the overall effectiveness of a product mix is the ____ stage.

Heather is a graphic artist who is currently working on the development of a new container for mustard and mayonnaise. She is also developing its graphic design. Heather is likely working on the product's

Per-unit gross margins on convenience products are relatively high.

What is brand loyalty? Explain the three degrees of brand loyalty.

What degree of brand loyalty is the strongest and most desired by marketers?

Customer-Driven Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment, Social Responsibility, and Ethics

Marketing Research and Information Systems

Target Market Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Developing and Managing Goods and Services

Pricing Concepts and Management

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Filters