Question 1

What are family, individual, manufacturers', captive, and private brands? What are some benefits of each alternative?

Accepted Answer

A family brand is a single brand name us

Question 2

What is a new product committee?

Accepted Answer

A)  a task force of experts assigned to generate new product ideas 
B)  a group of experts permanently assigned to generate, evaluate, and implement new product projects 
C)  the employees, suppliers, and customers that are a part of the relationship marketing process 
D)  the most common arrangement for activities related to developing a new product 
A)  a task force of experts assigned to generate new product ideas 
B)  a group of experts permanently assigned to generate, evaluate, and implement new product projects 
C)  the employees, suppliers, and customers that are a part of the relationship marketing process 
D)  the most common arrangement for activities related to developing a new product

Question 3

Product managers have oversight and profit responsibility for their entire product line or distribution channel.

Accepted Answer

A) True 
 B)False

Question 4

Why can product positioning be important to a new product development strategy?

Accepted Answer

A)  because its results are shown by strong brand recognition, but not by brand insistence 
B)  because it is never used with family brands, only individual brands 
C)  because it reflects consumers' perceptions of the product's advantages and disadvantages 
D)  because the product is at eye level on the shelf, which allows an advantageous position 
A)  because its results are shown by strong brand recognition, but not by brand insistence 
B)  because it is never used with family brands, only individual brands 
C)  because it reflects consumers' perceptions of the product's advantages and disadvantages 
D)  because the product is at eye level on the shelf, which allows an advantageous position

Question 5

What is the leaping jaguar hood ornament featured on cars of the same name an example of?

Accepted Answer

A)  the company's private brand 
B)  the company's trade dress 
C)  the company's brand identity 
D)  the company's individual mark 
A)  the company's private brand 
B)  the company's trade dress 
C)  the company's brand identity 
D)  the company's individual mark

Question 6

What is a brand name that has been given legal protection known as?

Accepted Answer

A)  a patent 
B)  a copyright 
C)  a trademark 
D)  a royalty 
A)  a patent 
B)  a copyright 
C)  a trademark 
D)  a royalty

Question 7

Brand equity is defined as the amount of capital a firm has invested in a product.This amount may include advertising and promotional expenses, plus the pro-rated cost of the sales force needed to sell the product.

Accepted Answer

A) True 
 B)False

Question 8

Pantene sent free samples of its new shampoo to a researched list of potential customers.This strategy accelerated and enhanced the evaluation and trial stages of the consumer adoption process.

Accepted Answer

A) True 
 B)False

Question 9

What does the product development strategy of product positioning refer to?

Accepted Answer

A)  consumers' perceptions of a product's attributes, uses, and quality, advantages and disadvantages 
B)  the attempt to increase sales of some existing products in some existing markets 
C)  a strategy that specifically concentrates on finding completely new markets for currently existing products 
D)  the introduction of new products into identifiable or established markets 
A)  consumers' perceptions of a product's attributes, uses, and quality, advantages and disadvantages 
B)  the attempt to increase sales of some existing products in some existing markets 
C)  a strategy that specifically concentrates on finding completely new markets for currently existing products 
D)  the introduction of new products into identifiable or established markets

Question 10

Who is a consumer innovator?

Accepted Answer

A)  an individual who develops a new idea for a consumer product 
B)  an individual who produces a new consumer product 
C)  an individual who is among the first to purchase a new product 
D)  an individual who finds a new use for an old product 
A)  an individual who develops a new idea for a consumer product 
B)  an individual who produces a new consumer product 
C)  an individual who is among the first to purchase a new product 
D)  an individual who finds a new use for an old product

Question 11

Some firms register a brand name before they have manufactured the product in order to prevent competitors from using the name.

Accepted Answer

A) True 
 B)False

Question 12

A firm elects to use family branding.What should the products be?

Accepted Answer

A)  similar in quality, or the firm risks harming its overall product image 
B)  sufficiently different so as not to compete directly with each other 
C)  sold in different geographic markets so customers do not realize the relationship 
D)  sold only to a single, large retail chain to protect the manufacturer's reputation 
A)  similar in quality, or the firm risks harming its overall product image 
B)  sufficiently different so as not to compete directly with each other 
C)  sold in different geographic markets so customers do not realize the relationship 
D)  sold only to a single, large retail chain to protect the manufacturer's reputation

Question 13

Welch's uses commercials promoting the health benefits of grape juice to target seniors and get them to purchase a product they had seldom consumed in the past.What new product development strategy is this an example of?

Accepted Answer

A)  market penetration 
B)  market development 
C)  product development 
D)  product diversification 
A)  market penetration 
B)  market development 
C)  product development 
D)  product diversification

Question 14

In addition to cars and motorcycles, Honda offers a line of power equipment, including lawnmowers.All carry the Honda family brand name.This is an example of market penetration strategy.

Accepted Answer

A) True 
 B)False

Question 15

A rise in perceived quality or public opinion about a brand does NOT affect its esteem.

Accepted Answer

A) True 
 B)False

Question 16

How can marketers accelerate the adoption process?

Accepted Answer

A)  by paying retailers and wholesalers to heavily promote the product 
B)  by test-marketing the product first 
C)  by manipulating one of the characteristics of a product innovation 
D)  by introducing the product into a foreign market first 
A)  by paying retailers and wholesalers to heavily promote the product 
B)  by test-marketing the product first 
C)  by manipulating one of the characteristics of a product innovation 
D)  by introducing the product into a foreign market first

Question 17

Explain the difference between a brand manager and a category manager.Which is more common today?

Accepted Answer

A brand manager manages the marketing st

Question 18

Dawn, Joy, and Ivory are dish liquid brands manufactured by Proctor & Gamble.What is the branding strategy for these products?

Accepted Answer

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

Question 19

Tide laundry detergent commands an extremely high market share.Purchasers of the product are less sensitive to price changes, in part because of the high brand insistence rate.Based on this assessment, it can be said that Tide has extremely high brand equity.

Accepted Answer

A) True 
 B)False

Question 20

Brand insistence is common in luxury products.

Accepted Answer

A) True 
 B)False

What are family, individual, manufacturers', captive, and private brands? What are some benefits of each alternative?

What is a new product committee?

Product managers have oversight and profit responsibility for their entire product line or distribution channel.

Why can product positioning be important to a new product development strategy?

What is the leaping jaguar hood ornament featured on cars of the same name an example of?

What is a brand name that has been given legal protection known as?

Brand equity is defined as the amount of capital a firm has invested in a product.This amount may include advertising and promotional expenses, plus the pro-rated cost of the sales force needed to sell the product.

Pantene sent free samples of its new shampoo to a researched list of potential customers.This strategy accelerated and enhanced the evaluation and trial stages of the consumer adoption process.

What does the product development strategy of product positioning refer to?

Who is a consumer innovator?

Some firms register a brand name before they have manufactured the product in order to prevent competitors from using the name.

A firm elects to use family branding.What should the products be?

Welch's uses commercials promoting the health benefits of grape juice to target seniors and get them to purchase a product they had seldom consumed in the past.What new product development strategy is this an example of?

In addition to cars and motorcycles, Honda offers a line of power equipment, including lawnmowers.All carry the Honda family brand name.This is an example of market penetration strategy.

A rise in perceived quality or public opinion about a brand does NOT affect its esteem.

How can marketers accelerate the adoption process?

Explain the difference between a brand manager and a category manager.Which is more common today?

Dawn, Joy, and Ivory are dish liquid brands manufactured by Proctor & Gamble.What is the branding strategy for these products?

Tide laundry detergent commands an extremely high market share.Purchasers of the product are less sensitive to price changes, in part because of the high brand insistence rate.Based on this assessment, it can be said that Tide has extremely high brand equity.

Brand insistence is common in luxury products.

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

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Exam 10: Developing and Managing Brand and Product Strategies

What are family, individual, manufacturers', captive, and private brands? What are some benefits of each alternative?

What is a new product committee?

Product managers have oversight and profit responsibility for their entire product line or distribution channel.

Why can product positioning be important to a new product development strategy?

What is the leaping jaguar hood ornament featured on cars of the same name an example of?

What is a brand name that has been given legal protection known as?

Brand equity is defined as the amount of capital a firm has invested in a product.This amount may include advertising and promotional expenses, plus the pro-rated cost of the sales force needed to sell the product.

Pantene sent free samples of its new shampoo to a researched list of potential customers.This strategy accelerated and enhanced the evaluation and trial stages of the consumer adoption process.

What does the product development strategy of product positioning refer to?

Who is a consumer innovator?

Some firms register a brand name before they have manufactured the product in order to prevent competitors from using the name.

A firm elects to use family branding.What should the products be?

Welch's uses commercials promoting the health benefits of grape juice to target seniors and get them to purchase a product they had seldom consumed in the past.What new product development strategy is this an example of?

In addition to cars and motorcycles, Honda offers a line of power equipment, including lawnmowers.All carry the Honda family brand name.This is an example of market penetration strategy.

A rise in perceived quality or public opinion about a brand does NOT affect its esteem.

How can marketers accelerate the adoption process?

Explain the difference between a brand manager and a category manager.Which is more common today?

Dawn, Joy, and Ivory are dish liquid brands manufactured by Proctor & Gamble.What is the branding strategy for these products?

Tide laundry detergent commands an extremely high market share.Purchasers of the product are less sensitive to price changes, in part because of the high brand insistence rate.Based on this assessment, it can be said that Tide has extremely high brand equity.

Brand insistence is common in luxury products.

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