Question 1

What does trade dress refer to?

Accepted Answer

A)  visual cues used in branding that create an overall look for a product 
B)  a promotional philosophy of targeting all sales efforts to the trade 
C)  the general size of the packaging used by a product, regardless of how plain 
D)  uniforms worn by company employees while doing their jobs 
A)  visual cues used in branding that create an overall look for a product 
B)  a promotional philosophy of targeting all sales efforts to the trade 
C)  the general size of the packaging used by a product, regardless of how plain 
D)  uniforms worn by company employees while doing their jobs A

Question 2

How does Young & Rubicam's Brand Asset Valuator model identify the dimension of brand personality called "relevance"?

Accepted Answer

A)  as the extent of consumer awareness of a brand and the understanding of what kind of product it stands for 
B)  as the real and perceived appropriateness of a brand to a big consumer segment 
C)  as the way in which brand equity is assigned to the brand by evaluating institutions 
D)  as a brand's ability to stand apart from competitors 
A)  as the extent of consumer awareness of a brand and the understanding of what kind of product it stands for 
B)  as the real and perceived appropriateness of a brand to a big consumer segment 
C)  as the way in which brand equity is assigned to the brand by evaluating institutions 
D)  as a brand's ability to stand apart from competitors B

Question 3

Labelling requirements have been standardized throughout the world.

Accepted Answer

A) True 
 B)False  False

Question 4

A product has attained a monopoly position with its consumers when the brand loyalty stage of brand insistence has been achieved.

Accepted Answer

A) True 
 B)False

Question 5

What are the four alternative approaches to new product development strategy? Explain each.

Accepted Answer

The four available new-product developme

Question 6

Identify and describe the consumer adoption process and its stages.

Accepted Answer

The adoption process involves consumers

Question 7

What type of brand should a company strongly consider when it wishes to emphasize a market segmentation strategy for its products?

Accepted Answer

A)  family branding 
B)  captive branding 
C)  generic branding 
D)  individual branding 
A)  family branding 
B)  captive branding 
C)  generic branding 
D)  individual branding

Question 8

Which of the following items would seldom be test-marketed?

Accepted Answer

A)  potato chips 
B)  postal system sorting equipment 
C)  cellular telephones 
D)  breakfast cereals 
A)  potato chips 
B)  postal system sorting equipment 
C)  cellular telephones 
D)  breakfast cereals

Question 9

The number of product liability lawsuits has fallen in recent years thanks to better-designed products and more detailed regulations.

Accepted Answer

A) True 
 B)False

Question 10

The makers of Sucrets throat lozenges recently changed from a traditional "little metal box" packaging to a plastic bubble-pack that is the same physical size as the tin box.What is a potential danger of this decision?

Accepted Answer

A)  It will raise the cost of the product. 
B)  There are occasional shortages of this packaging material. 
C)  The product may not be adequately protected. 
D)  Consumers may prefer the old reusable package. 
A)  It will raise the cost of the product. 
B)  There are occasional shortages of this packaging material. 
C)  The product may not be adequately protected. 
D)  Consumers may prefer the old reusable package.

Question 11

Which of the following is one of the five categories describing adopters of new products?

Accepted Answer

A)  strivers 
B)  sluggards 
C)  brand loyalists 
D)  early majority 
A)  strivers 
B)  sluggards 
C)  brand loyalists 
D)  early majority

Question 12

Brand licensing involves the purchase of the brand name by another company to use on unrelated products.

Accepted Answer

A) True 
 B)False

Question 13

What product characteristics affect the rate of adoption of a new product?

Accepted Answer

Five characteristics of a product affect

Question 14

At present, the most widely recognized brand name in the world is McDonald's.

Accepted Answer

A) True 
 B)False

Question 15

The Columbia Sportswear Company decides to produce a line of jackets embroidered with the names of all of the NFL teams.Columbia must first contact the teams and/or the league before using the trademarked names.This is an example of brand licensing.

Accepted Answer

A) True 
 B)False

Question 16

Under the concept of product liability, an aircraft manufacturer might be sued if a passenger suffered injury when the aircraft's inflatable ramp did not open properly.

Accepted Answer

A) True 
 B)False

Question 17

Brand extensions are essentially the same as line extensions.

Accepted Answer

A) True 
 B)False

Question 18

When does brand recognition occur as a stage of brand loyalty?

Accepted Answer

A)  when the product becomes familiar to the consumer 
B)  when the product is inexpensive 
C)  when the consumer sees or recognizes the product and chooses it over its competition 
D)  when the product is first introduced or test-marketed 
A)  when the product becomes familiar to the consumer 
B)  when the product is inexpensive 
C)  when the consumer sees or recognizes the product and chooses it over its competition 
D)  when the product is first introduced or test-marketed

Question 19

Captive brands are spinoffs of manufacturers' brands that are sold in selected stores.

Accepted Answer

A) True 
 B)False

Question 20

Why does the complexity of an innovation affect its adoption rate?

Accepted Answer

A)  because consumers are slow to adopt products they find difficult to use 
B)  if the product is inconsistent with the values of potential adopters 
C)  when a free or discounted trial is provided to delay the product acceptance 
D)  when the superiority of the product is visible to the consumer 
A)  because consumers are slow to adopt products they find difficult to use 
B)  if the product is inconsistent with the values of potential adopters 
C)  when a free or discounted trial is provided to delay the product acceptance 
D)  when the superiority of the product is visible to the consumer

What does trade dress refer to?

How does Young & Rubicam's Brand Asset Valuator model identify the dimension of brand personality called "relevance"?

Labelling requirements have been standardized throughout the world.

A product has attained a monopoly position with its consumers when the brand loyalty stage of brand insistence has been achieved.

What are the four alternative approaches to new product development strategy? Explain each.

Identify and describe the consumer adoption process and its stages.

What type of brand should a company strongly consider when it wishes to emphasize a market segmentation strategy for its products?

Which of the following items would seldom be test-marketed?

The number of product liability lawsuits has fallen in recent years thanks to better-designed products and more detailed regulations.

The makers of Sucrets throat lozenges recently changed from a traditional "little metal box" packaging to a plastic bubble-pack that is the same physical size as the tin box.What is a potential danger of this decision?

Which of the following is one of the five categories describing adopters of new products?

Brand licensing involves the purchase of the brand name by another company to use on unrelated products.

What product characteristics affect the rate of adoption of a new product?

At present, the most widely recognized brand name in the world is McDonald's.

The Columbia Sportswear Company decides to produce a line of jackets embroidered with the names of all of the NFL teams.Columbia must first contact the teams and/or the league before using the trademarked names.This is an example of brand licensing.

Under the concept of product liability, an aircraft manufacturer might be sued if a passenger suffered injury when the aircraft's inflatable ramp did not open properly.

Brand extensions are essentially the same as line extensions.

When does brand recognition occur as a stage of brand loyalty?

Captive brands are spinoffs of manufacturers' brands that are sold in selected stores.

Why does the complexity of an innovation affect its adoption rate?

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Consumer Behaviour

Business-to-Business (B2B) Marketing

Serving Global Markets

Marketing Research, Decision Support Systems, and Sales Forecasting

Market Segmentation, Targeting, and Positioning

Product and Service Strategies

Marketing Channels and Supply Chain Management

Retailers Wholesalers and Direct Marketers

Integrated Marketing Communications

Advertising and Digital Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

TB Boone 3Ce final

Filters

Exam 10: Developing and Managing Brand and Product Strategies

What does trade dress refer to?

How does Young & Rubicam's Brand Asset Valuator model identify the dimension of brand personality called "relevance"?

Labelling requirements have been standardized throughout the world.

A product has attained a monopoly position with its consumers when the brand loyalty stage of brand insistence has been achieved.

What are the four alternative approaches to new product development strategy? Explain each.

Identify and describe the consumer adoption process and its stages.

What type of brand should a company strongly consider when it wishes to emphasize a market segmentation strategy for its products?

Which of the following items would seldom be test-marketed?

The number of product liability lawsuits has fallen in recent years thanks to better-designed products and more detailed regulations.

The makers of Sucrets throat lozenges recently changed from a traditional "little metal box" packaging to a plastic bubble-pack that is the same physical size as the tin box.What is a potential danger of this decision?

Which of the following is one of the five categories describing adopters of new products?

Brand licensing involves the purchase of the brand name by another company to use on unrelated products.

What product characteristics affect the rate of adoption of a new product?

At present, the most widely recognized brand name in the world is McDonald's.

The Columbia Sportswear Company decides to produce a line of jackets embroidered with the names of all of the NFL teams.Columbia must first contact the teams and/or the league before using the trademarked names.This is an example of brand licensing.

Under the concept of product liability, an aircraft manufacturer might be sued if a passenger suffered injury when the aircraft's inflatable ramp did not open properly.

Brand extensions are essentially the same as line extensions.

When does brand recognition occur as a stage of brand loyalty?

Captive brands are spinoffs of manufacturers' brands that are sold in selected stores.

Why does the complexity of an innovation affect its adoption rate?

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Consumer Behaviour

Business-to-Business (B2B) Marketing

Serving Global Markets

Marketing Research, Decision Support Systems, and Sales Forecasting

Market Segmentation, Targeting, and Positioning

Product and Service Strategies

Marketing Channels and Supply Chain Management

Retailers Wholesalers and Direct Marketers

Integrated Marketing Communications

Advertising and Digital Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

TB Boone 3Ce final

Filters