Question 1

What is the introduction of brand new products into readily identifiable or established markets referred to as?

Accepted Answer

A)  product development strategy 
B)  product positioning strategy 
C)  product diversification strategy 
D)  product improvement strategy 
A)  product development strategy 
B)  product positioning strategy 
C)  product diversification strategy 
D)  product improvement strategy

Question 2

The consumer adoption process describes the acceptance of new products by members of the community or social system.

Accepted Answer

A) True 
 B)False

Question 3

In Young & Rubicam's Brand Asset Valuator model, what is the extent of consumer awareness of a brand and the understanding of what the good or service represents called?

Accepted Answer

A)  knowledge 
B)  esteem 
C)  recognition 
D)  equity 
A)  knowledge 
B)  esteem 
C)  recognition 
D)  equity

Question 4

Discuss the steps in the new product development process.

Accepted Answer

There are six steps in the new product d

Question 5

A brand name differs from a brand mark in that the name can receive legal protection, but the mark cannot.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is an example of a brand name that has become the generic name for a product class?

Accepted Answer

A)  Xerox 
B)  Yo-Yo 
C)  Coke 
D)  Jell-O 
A)  Xerox 
B)  Yo-Yo 
C)  Coke 
D)  Jell-O

Question 7

When does a new product innovation possess relative advantage?

Accepted Answer

A)  when it is consistent with the values and experiences of potential adopters 
B)  when it appears far superior to previous ideas 
C)  when it allows potential buyers limited initial use before purchase 
D)  when it is relatively easy to understand 
A)  when it is consistent with the values and experiences of potential adopters 
B)  when it appears far superior to previous ideas 
C)  when it allows potential buyers limited initial use before purchase 
D)  when it is relatively easy to understand

Question 8

Jim stops at the local convenience store on his way home to buy laundry detergent.He goes in thinking he'll purchase his usual brand, but ends up buying another because it is on sale.What stage of brand loyalty is Jim at?

Accepted Answer

A)  brand insistence 
B)  brand awareness 
C)  brand preference 
D)  brand recognition 
A)  brand insistence 
B)  brand awareness 
C)  brand preference 
D)  brand recognition

Question 9

Makers of generic products spend large sums of money for advertising yet do not create brand loyalty.

Accepted Answer

A) True 
 B)False

Question 10

A company extends a brand by attaching unrelated products to a known brand name for instant recognition.

Accepted Answer

A) True 
 B)False

Question 11

How might a company be able to market a product successfully at a higher price?

Accepted Answer

A)  by its patented trademark 
B)  by its brand mark 
C)  by its brand equity 
D)  by its trade name 
A)  by its patented trademark 
B)  by its brand mark 
C)  by its brand equity 
D)  by its trade name

Question 12

The product adoption process involves five steps: from becoming aware of a product to the acceptance or rejection of it after a purchase has been made.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is NOT a main role of packaging in today's marketplace?

Accepted Answer

A)  assisting in marketing the product 
B)  promoting recycling to consumers 
C)  protecting the product from physical damage, spoilage, and theft 
D)  being cost-effective 
A)  assisting in marketing the product 
B)  promoting recycling to consumers 
C)  protecting the product from physical damage, spoilage, and theft 
D)  being cost-effective

Question 14

Match each item to the statement or sentence listed below.
a.brand
b.brand preference
c.brand insistence
d.generic product
e.family brand
f.brand equity
g.category management
h.trademark
i.brand extension
j.consumer innovator
k.diffusion process
l.captive brands
-are sold exclusively by a particular retail chain.
2.A name, term, sign, symbol, or design that identifies a product is a _____.
3.The _____ describes how new products are accepted in the marketplace.
4.indicates that consumers rely on previous experiences with a product.
5.A _____ purchases new products as soon as they are available in the market.
6.Consumer refusals of alternatives and extensive search for desired merchandise is _____.
7.is a strategy of attaching a popular name to a new product in an unrelated product category.
8.A _____ is characterized by plain labels and no advertising.
9.A brand for which the owner claims exclusive legal protection has a _____.
10.A _____ is a single name that identifies several related products.
11.A product management system in which a manager with profit and loss responsibility oversees a product line is called _____.
12.is the added value that a well-known name gives to a product in the marketplace.

Accepted Answer

1.L 
2.A 
3.K 
4.B

Question 15

An apparel manufacturer decides to create a line of T-shirts depicting the most popular soft drinks on the market.The images would include Coke, Pepsi, Sprite, Mountain Dew, and Dr.Pepper.What would this venture involve?

Accepted Answer

A)  line extension 
B)  brand extension 
C)  brand licensing 
D)  brand marking 
A)  line extension 
B)  brand extension 
C)  brand licensing 
D)  brand marking

Question 16

Consumer innovators are individuals who develop novel uses for products already on the market and are themselves part of the adoption process.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

Distinguish between a brand and a trademark.

Accepted Answer

A brand name is the part of the brand co

Question 19

The highest level of brand loyalty is brand preference.

Accepted Answer

A) True 
 B)False

Question 20

How does the package fit into the marketing of a product? What are the functions of a product package?

Accepted Answer

A product package can influence the cons

What is the introduction of brand new products into readily identifiable or established markets referred to as?

The consumer adoption process describes the acceptance of new products by members of the community or social system.

In Young & Rubicam's Brand Asset Valuator model, what is the extent of consumer awareness of a brand and the understanding of what the good or service represents called?

Discuss the steps in the new product development process.

A brand name differs from a brand mark in that the name can receive legal protection, but the mark cannot.

Which of the following is an example of a brand name that has become the generic name for a product class?

When does a new product innovation possess relative advantage?

Jim stops at the local convenience store on his way home to buy laundry detergent.He goes in thinking he'll purchase his usual brand, but ends up buying another because it is on sale.What stage of brand loyalty is Jim at?

Makers of generic products spend large sums of money for advertising yet do not create brand loyalty.

A company extends a brand by attaching unrelated products to a known brand name for instant recognition.

How might a company be able to market a product successfully at a higher price?

The product adoption process involves five steps: from becoming aware of a product to the acceptance or rejection of it after a purchase has been made.

Which of the following is NOT a main role of packaging in today's marketplace?

An apparel manufacturer decides to create a line of T-shirts depicting the most popular soft drinks on the market.The images would include Coke, Pepsi, Sprite, Mountain Dew, and Dr.Pepper.What would this venture involve?

Consumer innovators are individuals who develop novel uses for products already on the market and are themselves part of the adoption process.

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

Distinguish between a brand and a trademark.

The highest level of brand loyalty is brand preference.

How does the package fit into the marketing of a product? What are the functions of a product package?

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 is the introduction of brand new products into readily identifiable or established markets referred to as?

The consumer adoption process describes the acceptance of new products by members of the community or social system.

In Young & Rubicam's Brand Asset Valuator model, what is the extent of consumer awareness of a brand and the understanding of what the good or service represents called?

Discuss the steps in the new product development process.

A brand name differs from a brand mark in that the name can receive legal protection, but the mark cannot.

Which of the following is an example of a brand name that has become the generic name for a product class?

When does a new product innovation possess relative advantage?

Jim stops at the local convenience store on his way home to buy laundry detergent.He goes in thinking he'll purchase his usual brand, but ends up buying another because it is on sale.What stage of brand loyalty is Jim at?

Makers of generic products spend large sums of money for advertising yet do not create brand loyalty.

A company extends a brand by attaching unrelated products to a known brand name for instant recognition.

How might a company be able to market a product successfully at a higher price?

The product adoption process involves five steps: from becoming aware of a product to the acceptance or rejection of it after a purchase has been made.

Which of the following is NOT a main role of packaging in today's marketplace?

An apparel manufacturer decides to create a line of T-shirts depicting the most popular soft drinks on the market.The images would include Coke, Pepsi, Sprite, Mountain Dew, and Dr.Pepper.What would this venture involve?

Consumer innovators are individuals who develop novel uses for products already on the market and are themselves part of the adoption process.

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

Distinguish between a brand and a trademark.

The highest level of brand loyalty is brand preference.

How does the package fit into the marketing of a product? What are the functions of a product package?

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