Question 1

_______ differentiation occurs when organizations aim to compete on the basis of the product, such as its quality, its design, its features or its packaging.

Accepted Answer

A) Actual 
B) Core 
C) Augmented 
D) Practical 
A) Actual 
B) Core 
C) Augmented 
D) Practical A

Question 2

Brands fulfill a very important function in distinguishing the product offerings of one company from those of others in a _______ environment.

Accepted Answer

A) relative 
B) competitive 
C) controlling 
D) co-operative 
A) relative 
B) competitive 
C) controlling 
D) co-operative B

Question 3

"Stars" have a good chance of becoming which of the following in the future:

Accepted Answer

A) Problem Children 
B) Pigs 
C) Cash Cows 
D) Dogs 
A) Problem Children 
B) Pigs 
C) Cash Cows 
D) Dogs C

Question 4

Test marketing involves which of the following?

Accepted Answer

A) The branding of a product on a nationwide basis 
B) The consumer testing of a new product under laboratory conditions 
C) The launch of the new product in one or a few geographical areas chosen to be representative of its intended market 
D) The functionality, usability, consumer adoption and benchmark testing in an chosen geographical area 
A) The branding of a product on a nationwide basis 
B) The consumer testing of a new product under laboratory conditions 
C) The launch of the new product in one or a few geographical areas chosen to be representative of its intended market 
D) The functionality, usability, consumer adoption and benchmark testing in an chosen geographical area

Question 5

Parallel co-branding occurs when two or more independent brands join forces to produce _______.

Accepted Answer

A) a manufacturer brand 
B) a family brand 
C) an individual brand 
D) a combined brand 
A) a manufacturer brand 
B) a family brand 
C) an individual brand 
D) a combined brand

Question 6

A "product" can be anything that has the capacity to satisfy customer needs by providing some form of benefit or _______.

Accepted Answer

A) profit 
B) cost 
C) cause 
D) value 
A) profit 
B) cost 
C) cause 
D) value

Question 7

For products that are classified as "cash cows", which of the following strategies is most appropriate?

Accepted Answer

A) Divest, which allows resources and managerial time to be focused elsewhere 
B) Reposition the product into a defendable niche 
C) Hold sales and market share 
D) Harvest, to generate a positive cash flow for a time 
A) Divest, which allows resources and managerial time to be focused elsewhere 
B) Reposition the product into a defendable niche 
C) Hold sales and market share 
D) Harvest, to generate a positive cash flow for a time

Question 8

The product _______ is a group of product that are closely related in terms of their functions and the benefits they provide.

Accepted Answer

A) mix 
B) line 
C) portfolio 
D) group 
A) mix 
B) line 
C) portfolio 
D) group

Question 9

Pan-European or global brands have which of the following advantages?

Accepted Answer

A) Standardized channels of distribution 
B) Match various cultures 
C) Reflects national differences 
D) Tremendous economies of scale 
A) Standardized channels of distribution 
B) Match various cultures 
C) Reflects national differences 
D) Tremendous economies of scale

Question 10

During the product life cycle, sales will eventually flatten as saturation occurs. This stage of the product life cycle is more commonly referred to as _______.

Accepted Answer

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

Question 11

A brand is created by _______.

Accepted Answer

A) continually investing in creative and innovative advertising campaigns 
B) augmenting a core product with distinctive values that distinguish it from the competition 
C) promoting a product as an exclusive and luxury item 
D) designing a truly unique product that cannot be imitated by competitors 
A) continually investing in creative and innovative advertising campaigns 
B) augmenting a core product with distinctive values that distinguish it from the competition 
C) promoting a product as an exclusive and luxury item 
D) designing a truly unique product that cannot be imitated by competitors

Question 12

Which of the following is the correct order of the stages in the product life cycle?

Accepted Answer

A) Expansion, Introduction, Maturity, Decline 
B) Growth, Expansion, Decline, Maturity 
C) Introduction, Growth, Maturity, Decline 
D) Introduction, Growth, Decline, Maturity 
A) Expansion, Introduction, Maturity, Decline 
B) Growth, Expansion, Decline, Maturity 
C) Introduction, Growth, Maturity, Decline 
D) Introduction, Growth, Decline, Maturity

Question 13

Many leading brands operate in markets which present few opportunities and can be described as _______.

Accepted Answer

A) emerging 
B) growing 
C) mature 
D) none of the above 
A) emerging 
B) growing 
C) mature 
D) none of the above

Question 14

Why is the new product development process being accelerated in many industries?

Accepted Answer

A) Customers are demanding more products with greater technological features 
B) Considerably reduces resources deployed on the research and development departments, freeing them up so that they can be deployed elsewhere in the organization 
C) Improves the likelihood of greater consumer adoption and reduces research and development costs 
D) Minimizes the risk of technological obsolescence and cutting time to market can lead to competitive advantage 
A) Customers are demanding more products with greater technological features 
B) Considerably reduces resources deployed on the research and development departments, freeing them up so that they can be deployed elsewhere in the organization 
C) Improves the likelihood of greater consumer adoption and reduces research and development costs 
D) Minimizes the risk of technological obsolescence and cutting time to market can lead to competitive advantage

Question 15

Which of the following refers to the term "slack packaging"?

Accepted Answer

A) Packaging that is deceptive through misleading labelling 
B) Pricing errors on packaging 
C) Oversized package to create the impression that the consumer is buying more than is actually the case 
D) Packaging that contains promotional extras, such as extra volume or weight 
A) Packaging that is deceptive through misleading labelling 
B) Pricing errors on packaging 
C) Oversized package to create the impression that the consumer is buying more than is actually the case 
D) Packaging that contains promotional extras, such as extra volume or weight

Question 16

Brand _______ involves the use of an established brand name on a new brand within the same broad market.

Accepted Answer

A) image 
B) equity 
C) stretching 
D) extension 
A) image 
B) equity 
C) stretching 
D) extension

Question 17

A brand's target market, i.e. where it competes in the marketplace, is referred to as which of the following?

Accepted Answer

A) Brand background 
B) Brand domain 
C) Brand assets 
D) Brand reflection 
A) Brand background 
B) Brand domain 
C) Brand assets 
D) Brand reflection

Question 18

During the decline stage of the product life cycle, a _______ strategic marketing objective is normally followed.

Accepted Answer

A) harvest 
B) build 
C) hold 
D) maintain 
A) harvest 
B) build 
C) hold 
D) maintain

Question 19

Concept testing allows the views of which of the following to enter the new product development process?

Accepted Answer

A) Investors 
B) Distributors and retailers 
C) Customers 
D) Employees 
A) Investors 
B) Distributors and retailers 
C) Customers 
D) Employees

Question 20

The process of managing groups of brands and product lines is called which of the following?

Accepted Answer

A) Product Management 
B) Market Management 
C) Portfolio Planning 
D) Segment Planning 
A) Product Management 
B) Market Management 
C) Portfolio Planning 
D) Segment Planning

_______ differentiation occurs when organizations aim to compete on the basis of the product, such as its quality, its design, its features or its packaging.

Brands fulfill a very important function in distinguishing the product offerings of one company from those of others in a _______ environment.

"Stars" have a good chance of becoming which of the following in the future:

Test marketing involves which of the following?

Parallel co-branding occurs when two or more independent brands join forces to produce _______.

A "product" can be anything that has the capacity to satisfy customer needs by providing some form of benefit or _______.

For products that are classified as "cash cows", which of the following strategies is most appropriate?

The product _______ is a group of product that are closely related in terms of their functions and the benefits they provide.

Pan-European or global brands have which of the following advantages?

During the product life cycle, sales will eventually flatten as saturation occurs. This stage of the product life cycle is more commonly referred to as _______.

A brand is created by _______.

Which of the following is the correct order of the stages in the product life cycle?

Many leading brands operate in markets which present few opportunities and can be described as _______.

Why is the new product development process being accelerated in many industries?

Which of the following refers to the term "slack packaging"?

Brand _______ involves the use of an established brand name on a new brand within the same broad market.

A brand's target market, i.e. where it competes in the marketplace, is referred to as which of the following?

During the decline stage of the product life cycle, a _______ strategic marketing objective is normally followed.

Concept testing allows the views of which of the following to enter the new product development process?

The process of managing groups of brands and product lines is called which of the following?

The Nature of Marketing

The Global Marketing Environment

Understanding Customer Behaviour

Marketing Research and Customer Insights

Market Segmentation, Targeting and Positioning

Value Through Services, Relationships and Experiences

Value Through Pricing

Distribution: Delivering Customer Value

Integrated Marketing Communications 1: Mass Communications Techniques

Integrated Marketing Communications 2: Direct Communications Techniques

Digital Marketing

Filters

Exam 6: Value Through Products and Brands

_______ differentiation occurs when organizations aim to compete on the basis of the product, such as its quality, its design, its features or its packaging.

Brands fulfill a very important function in distinguishing the product offerings of one company from those of others in a _______ environment.

"Stars" have a good chance of becoming which of the following in the future:

Test marketing involves which of the following?

Parallel co-branding occurs when two or more independent brands join forces to produce _______.

A "product" can be anything that has the capacity to satisfy customer needs by providing some form of benefit or _______.

For products that are classified as "cash cows", which of the following strategies is most appropriate?

The product _______ is a group of product that are closely related in terms of their functions and the benefits they provide.

Pan-European or global brands have which of the following advantages?

During the product life cycle, sales will eventually flatten as saturation occurs. This stage of the product life cycle is more commonly referred to as _______.

A brand is created by _______.

Which of the following is the correct order of the stages in the product life cycle?

Many leading brands operate in markets which present few opportunities and can be described as _______.

Why is the new product development process being accelerated in many industries?

Which of the following refers to the term "slack packaging"?

Brand _______ involves the use of an established brand name on a new brand within the same broad market.

A brand's target market, i.e. where it competes in the marketplace, is referred to as which of the following?

During the decline stage of the product life cycle, a _______ strategic marketing objective is normally followed.

Concept testing allows the views of which of the following to enter the new product development process?

The process of managing groups of brands and product lines is called which of the following?

The Nature of Marketing

The Global Marketing Environment

Understanding Customer Behaviour

Marketing Research and Customer Insights

Market Segmentation, Targeting and Positioning

Value Through Services, Relationships and Experiences

Value Through Pricing

Distribution: Delivering Customer Value

Integrated Marketing Communications 1: Mass Communications Techniques

Integrated Marketing Communications 2: Direct Communications Techniques

Digital Marketing

Filters