Deck 3: Brand Adoption, Brand Naming, and Intellectual Property Issues

Question 1

The first step in facilitating adoption is to make the consumer aware of a new product's existence.

Answer 1

True

Question 2

Innovations that are compatible with a person's existing situation require more effort to incorporate into one's consumption lifestyle.

Answer 2

False

Question 3

Consumer satisfaction is the major determinant of repeat purchasing.

Answer 3

True

Question 4

In general,products whose benefits lack observability are generally slower in adoptability.

Question 5

Repeat purchasing is a function of advertising,coupons,distribution,and product satisfaction.

Question 6

Demographics,distribution,and price are the variables that affect the trier class.

Question 7

The three main stages through which an individual becomes an adopter of a new or even established product are the awareness,trier,and repeater classes.

Question 8

The four variables that influence the awareness class include free samples,coupons,advertising,and price.

Question 9

In general,products that lend themselves to trialability are adopted at a more rapid rate.

Question 10

Trialability is the degree to which the product user or other people can observe the possible effects of new product usage.

Question 11

Distribution is one of the variables that influences the awareness class.

Question 12

Compatibility refers to an innovation's degree of perceived difficulty.

Question 13

The notions of trial and repeat purchase are particularly apt for inexpensive consumer packaged goods.

Question 14

Relative advantage is positively correlated with an innovation's adoption rate.

Question 15

The degree to which an innovation is perceived to fit into a person's way of doing things is termed compatibility.

Question 16

Huge investments and concerted efforts to introduce new products and services almost always guarantee success.

Question 17

Free samples is one of the variables that influences the trier class.

Question 18

It is possible to quantify the five adoption determining factors in terms of their importance and evaluation of effectiveness to arrive at a total score that indicates the likelihood that a new product will succeed.

Question 19

Relative advantage is a function of consumer perception and whether a product is better by objective standards.

Question 20

The extent to which an innovation can be used on a limited basis prior to making a full-blown commitment is referred to as compatibility.

Question 21

Suggestive brand names provide consumers with the freedom to interpret benefit claims that best meet their needs.

Question 22

The last step in the brand naming process is to register a trademark.

Question 23

Brand names sometimes are made-up names rather than selected from actual words found in dictionaries.

Question 24

Individual sounds provide meaning about a brand through a process of sound transference.

Question 25

Research has demonstrated that brand names that include back vowels (versus front vowels)convey attribute qualities such as smallness,lightness,mildness,thinness,femininity,weakness,and prettiness.

Question 26

A brand logo is a graphic design element of a brand.

Question 27

A good brand name will help consumers to identify who your competitors are.

Question 28

Generally speaking,good logos are those that convey essentially the same meaning to all target members.

Question 29

Because there has been a significant amount of research on brand names,new products don't succeed without following the "rules."

Question 30

Stealing well-known brand names is widely practiced in some newly emerging market economies,such as China.

Question 31

The first step of the brand naming process is to create candidate brand names.

Question 32

The name chosen for a brand affects the speed with which consumers become aware of the brand.

Question 33

Providing detailed warranty and complaint-procedure information on labels or in package inserts can minimize perceptions of risk.

Question 34

The Clayton Act of 1995 protects owners of brand names and logos from other companies using identical or similar names.

Question 35

The adoption process is concerned with the issue of how an innovation is communicated and adopted throughout the marketplace.

Question 36

In legal terms,brand names and logos are referred to as trademarks.

Question 37

Brand names are sometimes selected based on the empty-vessel philosophy.

Question 38

A brand is a company's unique designation,or trademark,which distinguishes its offering from the other product category entries.

Question 39

Brand names can influence consumers' perceptions and attitudes.

Question 40

A good brand name should be similar to its major competitor's brand name.

Question 41

One purpose of the package is to break through competitive clutter at the point of purchase.

Question 42

Which of the following is NOT a main stage of the New Product Adoption Process?

A) unawareness class
B) awareness class
C) trier class
D) repeater class
E) All of these are main stagess

Question 43

The degree to which a product innovation is perceived as better than existing alternatives is termed _____.

A) relative advantage
B) compatibility
C) complexity
D) trialability
E) observability

Question 44

The degree to which an innovation is perceived to fit into a person's way of doing things is termed _____.

A) observability
B) complexity
C) trialability
D) compatibility
E) relative advantage

Question 45

The extent to which an innovation can be used on a limited basis prior to making a full-blown commitment is referred to as _____.

A) relative advantage
B) compatibility
C) complexity
D) observability
E) trialability

Question 46

Trialability is tied closely to the concept of _____.

A) sensation transfer
B) perceived risk
C) memory cues
D) association enhancement
E) sensation transference

Question 47

Though not shown in the Brand Adoption Process Model,_____ (a form of free advertising)also plays a significant role in facilitating brand awareness.

A) public relations
B) sales promotion
C) personal selling
D) word-of-mouth
E) on-line advertising

Question 48

An innovation's degree of perceived difficulty is referred to as _____.

A) compatibility
B) relative advantage
C) complexity
D) trialability
E) observability

Question 49

The notions of trial and repeat purchase are particularly apt for _____.

A) inexpensive consumer packaged goods
B) high-end luxury goods
C) brand awareness efforts
D) advertising efforts
E) industrial goods

Question 50

Rugby was initially considered a men's sport,but societal attitudes have changed and more schools have women's rugby teams.This change in societal attitudes toward women playing rugby represents increased _____ for this activity.

A) relative advantage
B) trialability
C) compatibility
D) complexity
E) observability

Question 51

Logos with abstract designs were found to produce more favorable consumer responses than those with more concrete,natural designs.

Question 52

Repeat purchasing is a function of _____.

A) advertising
B) price
C) distribution
D) product satisfaction
E) All of these are correct.

Question 53

Relative advantage is a function of _____.

A) consumer perception
B) increased comfort
C) savings in time and effort
D) immediacy of reward
E) objective standards

Question 54

Aerobics was initially considered a woman's sport,but societal attitudes toward aerobics have changed and many health clubs are now offering co-ed aerobics classes.The change in societal attitudes toward men engaging in aerobics represents an increased _____ for this activity.

A) relative advantage
B) trialability
C) compatibility
D) observability
E) complexity

Question 55

A variable that influences the awareness class would include _____.

A) free samples
B) price discounts
C) demographics
D) product satisfaction
E) All of these are correct.

Question 56

A variable that affects the trier class is _____.

A) price
B) television advertising
C) trade shows
D) magazine advertising
E) product satisfaction

Question 57

A variable that does NOT influence the repeater class would be _____.

A) product satisfaction
B) free samples
C) distribution
D) price
E) advertising

Question 58

A new cosmetic product that matches consumers' needs,personal values,beliefs,and past experiences has the _____ innovation-related characteristic that increases the likelihood of adoption.

A) relative advantage
B) compatibility
C) observability
D) complexity
E) trialability

Question 59

A variable that does NOT influence the awareness class includes _____.

A) distribution
B) advertising
C) price
D) coupons
E) free samples

Question 60

Complexity enhances the likeability of a logo.

Question 61

In evaluating candidate names during the Brand Naming Process,names are evaluated using criteria such as _____.

A) managers' subjective judgment of the suitability of the name
B) consumers' awareness level
C) technological aspects of the product
D) favorability of association conjured up by the name
E) economic conditions that may impact the market

Question 62

The Wave Runner is a marina which retails recreational water gear.The Wave Runner recently started promoting an O'Brien trick ski that has an innovative design.This same ski is offered at a lower price under a less prestigious brand name,but consumers perceive the O'Brien ski to be a higher quality product.In this case,the O'Brien ski is favored because of the product's perceived _____.

A) observability
B) trialability
C) relative advantage
D) complexity
E) compatibility

Question 63

Marketers are concerned with intellectual property because they wish to protect _____.

A) brand assets
B) actual ideas
C) revenue
D) corporate secrets
E) All of these are correct.

Question 64

The _____ protects owners of brand names and logos from other companies using the identical or similar names.

A) Sherman Act
B) Magnuson Moss Act
C) Federal Trademark Dilution Act
D) Clayton Act
E) Robinson Patman Act

Question 65

Individual sounds,called phonemes,provide meaning about a brand through a process of _____.

A) sound symbolism
B) morphing
C) encoding specificity
D) sound morphing
E) telephony

Question 66

The degree to which the product user or other people can notice the positive effects of new product usage is referred to as _____.

A) complexity
B) compatibility
C) relative advantage
D) observability
E) trialability

Question 67

Compaq,Acura,and Lexus are names created from _____,which are the semantic kernels of words.

A) adverbs
B) phonemes
C) synonyms
D) morphemes
E) compounds

Question 68

In quantifying the Adoption-Influencing Characteristics,two factors are rated.These are _____.

A) relative advantage and trialability
B) perceived value and risk
C) importance and evaluation
D) risk and reward
E) costs and benefits

Question 69

A good brand name should _____.

A) distinguish the brand from competitive offerings
B) describe the brand and its attribute benefits
C) achieve compatibility with a brand's desired image
D) be memorable and easy to pronounce
E) All of these are correct.

Question 70

Research has demonstrated that brand names that include _____ convey attribute qualities such as smallness,lightness,mildness,thinness,femininity,weakness,and prettiness.

A) consonants
B) front vowels
C) back vowels
D) short vowels
E) long vowels

Question 71

A good logo should _____.

A) be very simple
B) be very complex
C) be recognized easily
D) convey different meanings to the various target members
E) All of these are correct.

Question 72

All of the following are types of intellectual property except _____.

A) patents
B) playbills
C) copyrights
D) trademarks
E) None of these are correct.

Question 73

Which of the following is NOT a step of the brand naming process?

A) register trademark
B) specify objectives for the brand name
C) evaluate candidate names
D) determine communication priorities
E) create candidate brand names

Question 74

Brand names have been described as _____ that activate images in target audiences' collective minds.

A) cerebral switches
B) silent salespersons
C) consumer cues
D) fact facilitators
E) sensation transferers

Question 75

_____ brand names are those that imply particular attributes or benefits in the context of a product category.

A) Objective
B) Subjective
C) Implicit
D) Symbolic
E) Suggestive

Question 76

_____ refers to a number of different author or company creations for which a set of exclusive rights are recognized under law.

A) Legal tender
B) Intellectual property
C) Tangible property
D) Assets
E) Recoverable assets

Question 77

Related to the brand name is a graphic design element called a brand _____.

A) symbol
B) trademark
C) logo
D) image
E) visual

Question 78

Suppose that the Wave Runner marina,a retailer of recreational water gear,allows customers the opportunity to use the innovative O'Brien ski prior to actually purchasing one.This innovative product might now be adopted more quickly because of an increase in _____.

A) observability
B) trialability
C) relative advantage
D) complexity
E) compatibility

Question 79

Which philosophy implies that when a name does not have much preexisting meaning,subsequent marketing communications are able to create the exact meaning desired without contending with past associations already accumulated in people's memories?

A) phonemic symbolism philosophy
B) empty-vessel philosophy
C) clean-slate philosophy
D) suggestive philosophy
E) blank-slate philosophy

Question 80

The name chosen for a brand does three things-affects the speed with which consumers become aware of the brand,influences the brand's image,and ______.

A) increases sales
B) reduces the impact of competitive offerings
C) plays a major role in brand equity formation
D) increases consumers' knowledge of the product
E) enhances share-of-voice