Exam 10: Developing and Managing Brand and Product Strategies

When Microsoft introduced the latest edition of Age of Empires III, it provided a free download of one of the game scenarios.What was Microsoft increasing by adding this link to its website?

What is locating new markets for existing products called?

What is Bic's application of its name to disposable razors and utility lighters an example of?

What are category managers responsible for?

What type of marketing research project is undertaken during the business analysis stage of the new product development process and often uses focus groups and in-store polling to gather data?

What is the systematic approach to new product development called in which products are developed in an orderly series of steps from one department to the next?

Which of the following is an example of a market penetration strategy for new product development?

Cannibalization is the use of flanker brands to take market share from a competitive brand.

How are generic products characterized?

What does the Trade-marks Office provide for trademark holders?

What is product cannibalization?

The Brand Asset Valuator defines four dimensions of a brand personality that include product differentiation, relevance, esteem, and knowledge.

The purpose of test-marketing is to verify that a product will perform well in a specific market where similar products have failed in the past.

Aspirin has been used for almost a century to treat pain, as well as to reduce inflammation and fever.Recent studies indicate that the regular use of low-dosage aspirin can reduce the incidence of heart attacks and strokes.Bayer Company is trying to capitalize on this new finding and increase sales to potential customers by which of the following strategies?

Which of the following is NOT an aspect or dimension of Young & Rubicam's Brand Asset Valuator model?

Laura wants a particular brand of golf ball, but her local pro shop is sold out.Instead, she buys a substitute.How can Laura's behaviour be described?

Product diversification is a relatively risky expansion strategy because it introduces new products into new markets, unlike other strategies that already have the product or market established.

Concept testing is a marketing research project that attempts to measure consumer attitudes and perceptions relevant to a new product idea.

The objectives of package design are creativity and information, NOT cost effectiveness.

Which of the following best describes global brand equity?