Deck 11: Developing and Managing Brand and Product Strategies

Question 1

At what level of brand loyalty is advertising often used heavily to promote a product?

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

Answer 1

A

Question 2

When does brand recognition occur as a stage of brand loyalty?

A) when the product becomes familiar to the consumer
B) when the product is inexpensive
C) when the consumer sees or recognizes the product and chooses it over its competition
D) when the product is first introduced or test-marketed

Answer 2

A

Question 3

At what level of brand loyalty are consumers at when they rely on previous experiences with the product when choosing it, if available, over competitors' products?

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

Answer 3

C

Question 4

The Kirkland brand is owned by Costco, and the products can be purchased only at Costco stores. Costco contracts with manufacturers to produce and package products under the Kirkland name. What is this arrangement called?

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

Question 5

At what stage of brand loyalty are consumers at when they refuse alternatives and search extensively for the desired merchandise?

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

Question 6

How are generic products characterized?

A) by having a brand name owned by a manufacturer or other producer
B) by plain labels, little or no advertising, and no brand names
C) by being national brands sold exclusively by a single retail chain
D) by possessing a brand name owned by a wholesaler or retailer

Question 7

What type of brand should a company strongly consider when it wishes to emphasize a market segmentation strategy for its products?

A) family
B) captive
C) generic
D) individual

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 is this an example of?

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

Question 9

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

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

Question 10

What has a product that has achieved the status of brand insistence also achieved?

A) price competitiveness to keep its status
B) a monopoly position with its consumers
C) a distinctive "identity character"
D) movement from the unknown to the known category

Question 11

Which product is most likely to achieve the status of brand insistence?

A) cars
B) soaps
C) milk
D) toothpastes

Question 12

What level of brand loyalty are luxury items often representative of?

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

Question 13

Lipton markets tea, herbal tea, and iced tea under the Lipton name. What is this strategy?

A) family branding
B) extension branding
C) individual product branding
D) private label branding

Question 14

What type of brand is Colgate toothpaste an example of?

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

Question 15

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

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 16

Laura wants a particular brand of golf ball, but her local pro shop is sold out. Instead, she buys a substitute. What is Laura's behaviour an example of?

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

Question 17

A company has introduced a new product in the market. The company distributes free samples of this product to people so that they can try it. What is this an example of?

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

Question 18

What type of brand are Pond's and Sunsilk beauty products, marketed by Unilever, examples of?

A) family
B) individual
C) generic
D) captive

Question 19

What is the primary factor that attracts a consumer to a generic product?

A) package design
B) family branding
C) low price
D) ease of distribution

Question 20

The Debbie Travis line of paints and home décor products is available only through Canadian Tire stores. What is the distribution strategy for this type of product?

A) declining life cycle branding
B) unique branding
C) captive branding
D) exclusive branding

Question 21

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?

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

Question 22

In Young & Rubicam's BrandAsset Valuator model, what is the dimension of a brand personality that is a combination of perceived quality and consumer perceptions about its growing or declining popularity?

A) differentiation
B) relevance
C) esteem
D) knowledge

Question 23

What is a symbol or a pictorial design that distinguishes a product from its competitors' offerings known as?

A) brand dress
B) water mark
C) brand mark
D) category tag

Question 24

In Young & Rubicam's Brand Asset Valuator model, what is the measure of the real and perceived appropriateness of a brand to a large consumer segment called?

A) brand equity
B) relevance
C) esteem
D) price

Question 25

What are category managers responsible for?

A) research and development of the growing category
B) the profitability of their product groups
C) distribution channels rather than brands
D) mass-market advertising and not in-store merchandising

Question 26

Which of the following is NOT a brand name that became generic over time?

A) Nylon
B) Coca-Cola
C) Aspirin
D) Escalator

Question 27

What is a characteristic of a good brand name?

A) It should avoid any specific connotation relative to product content.
B) It should be short and descriptive of the product or characteristics.
C) It should possess generic potential.
D) It should be pronounced the same in every language.

Question 28

How does Young & Rubicam's Brand Asset Valuator model identify the dimension of brand personality called "relevance"?

A) as the extent of consumer awareness of a brand and the understanding of what kind of product it stands for
B) as the real and perceived appropriateness of a brand to a big consumer segment
C) as the way in which brand equity is assigned to the brand by evaluating institutions
D) as a brand's ability to stand apart from competitors

Question 29

International Business Machines decided to brand its products under its acronym IBM. From a marketing perspective, why was this brand name a smart idea?

A) It's easy to pronounce, recognize, and remember.
B) It's easy to translate into any language.
C) It accurately describes the products it manufactures.
D) It's a public domain name.

Question 30

In Young & Rubicam's BrandAsset Valuator model, what is a dimension of brand personality that refers to a brand's ability to stand apart from competitors?

A) knowledge
B) differentiation
C) relevance
D) competence

Question 31

What type of branding should a company consider using when it wants to implement a market segmentation strategy for its products?

A) family
B) captive
C) generic
D) individual

Question 32

What is NOT a responsibility of a category manager?

A) setting performance standards and measuring actual results against the standard
B) finding growth opportunities
C) staffing the national sales teams
D) determining the marketing mix of the product assortment within the category

Question 33

Which statement best describes global brand equity?

A) It is a global brand that sells at least 20 percent of the products outside the home country.
B) It is difficult to evaluate as not every foreign company tracks market share.
C) It includes two components, traditional sales and Internet sales.
D) It is of interest only when companies are involved in mergers, partnerships, or strategic alliances.

Question 34

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

A) differentiation
B) relevance
C) esteem
D) price

Question 35

What is the added value called that a certain brand name gives to a product in the marketplace?

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

Question 36

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

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

Question 37

What is the first step in the process for companies that adopt category management system?

A) setting performance standards and measuring actual results against the standard
B) defining the category based on the target market's needs
C) staffing the sales force, including the national sales teams assigned to major retailers
D) identifying consumer groups and the store clusters with the greatest sales potential

Question 38

Which statement best describes category management?

A) Category managers are responsible for the profitability of their product groups.
B) Category managers help a retailer's category buyer maximize sales for a particular manufacturer's product rather than the whole category.
C) Category managers are usually assigned to a single brand rather than each retail chains.
D) Category managers are oriented toward mass market advertising, not in-store merchandising.

Question 39

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

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

Question 40

What are the likely product characteristics for a firm that uses a family branding strategy?

A) Products are sold only to a single large retail chain to protect the manufacturer's reputation.
B) Products are sufficiently different so as not to compete directly with each other.
C) Products are sold in different geographic markets.
D) Products are similar in quality and are closely related to one another.

Question 41

What does trade dress refer to?

A) visual cues used in branding that create an overall look for a product
B) a promotional philosophy of targeting all sales efforts to the trade
C) the general size of the packaging used by a product, regardless of how plain
D) uniforms worn by company employees while doing their jobs

Question 42

What is the difference between a trademark and a brand?

A) A trademark gives the manufacturer a claim to exclusive legal protection.
B) A trademark identifies the company that makes it.
C) A trademark allows the product to be used in the global marketplace.
D) A trademark is that part of a brand that can be vocalized.

Question 43

Which of the following is NOT accomplished by packaging created for the purpose of marketing assistance?

A) enhancing shelf visibility
B) offering convenience for the consumer
C) changing consumer behaviour
D) locating new markets for existing products

Question 44

The makers of Sucrets throat lozenges recently changed from a traditional "little metal box" packaging to a plastic bubble-pack that is the same physical size as the tin box. What is a potential danger of this decision?

A) It will raise the cost of the product.
B) There are occasional shortages of this packaging material.
C) The product may not be adequately protected.
D) Consumers may prefer the old reusable package.

Question 45

What is the strategy of attaching a popular brand name to a new product in an unrelated product category is known as?

A) brand licensing
B) brand reinforcement
C) brand engagement
D) brand extension

Question 46

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

A) private brand
B) trade dress
C) brand identity
D) individual mark

Question 47

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

A) unique product wrapping
B) ideas for packaging that identifies the product
C) monitoring for trademark infringement
D) registration for trademarks

Question 48

What was the original purpose of packaging?

A) controlling costs
B) identifying products and communicating usage
C) protecting products from physical damage
D) complying with government regulations

Question 49

What term refers to the numerical bar code system used to record product and price information?

A) uniform serial number
B) unitized product locator
C) unique label identifier
D) universal product code

Question 50

What is a trade name?

A) the pictorial design of the product, but not the brand name
B) a vocalized brand consisting of words or letters
C) company identification
D) a brand for which the owner claims exclusive legal protection

Question 51

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

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

Question 52

More than 90 percent of cereal is consumed at breakfast, but ads for Kellogg's Cracklin' Oat Bran say it tastes like oatmeal cookies and makes "a great snack anytime." What strategy is Kellogg's implementing with this product?

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

Question 53

What carries an item's brand name or symbol, the name and address of the manufacturer or distributor, information about the product's composition and size, and recommended uses?

A) brand mark
B) label
C) brand token
D) watermark

Question 54

A popular clothing brand in Switzerland decided to launch a new line of home furniture under the same brand name. What is the strategy being used by the company to launch its new offerings is called?

A) line engagement
B) brand reinforcement
C) line extension
D) brand extension

Question 55

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?

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

Question 56

Which factor has helped increase the importance of packaging as a marketing tool?

A) marketers' emphasis on targeting large market segments
B) increased popularity of generic products
C) changes in consumer lifestyles and buying habits
D) global economic recessive trends

Question 57

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

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

Question 58

If Sunbeam were to develop a new coffee machine and brand it "The Coffee Maker," why would the company NOT be able to register the term as its trademark?

A) Sunbeam already manufactures a coffee maker under a different product name.
B) There is already a competitive product with the same name registered overseas.
C) To be registered it must contain the company's name.
D) Registered trademarks cannot contain words that are in general use.

Question 59

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

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

Question 60

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

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 61

At what stage in the consumer adoption process do potential buyers begin to seek information about the product?

A) trial
B) evaluation
C) interest
D) adoption

Question 62

Apex Corp. has been manufacturing furniture for past several years. Now in order to grow its business, the company has decided to manufacture curtains and bed sheets. What strategy is the company using to target new markets?

A) product association
B) market simulation
C) market engagement
D) product diversification

Question 63

Dali Stationery and Office Supplies is a market leader in China. The company wants to expand its business and is setting up retail chains in other Asian countries. Which new-product development strategy is being used by the company in the above scenario?

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

Question 64

Which action is NOT one of the stages of consumer adoption?

A) awareness of the product and seeking out information
B) evaluation of the likely benefits
C) providing feedback to the company via relationship marketing
D) trial purchase and evaluation leading to acceptance or rejection

Question 65

What does the term "product positioning" refers to?

A) a low cost market entry strategy in which two or more firms represent one another's complementary yet non-competing products in the markets
B) the process of developing entirely new products for new markets
C) consumers' perceptions of a product's attributes, uses, quality, as well as advantages and disadvantages relative to competing brands
D) the process of developing a trade dress for a new product

Question 66

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

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 67

Potential consumers experience a series of stages beginning with learning about a new product, trying it, and deciding whether or not to purchase it regularly. What are these series of stages known as?

A) consumer product life cycle
B) adoption process
C) total product usage or rejection
D) classification of shopping products

Question 68

General Motors Automobiles acquired Hughes Aircraft Corporation, a firm that makes aircraft components and electronics. What product development strategy is this acquisition an example of?

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

Question 69

What is the strategy that seeks to increase sales of existing products in existing markets called?

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

Question 70

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?

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

Question 71

Which of the following is one of the five categories describing adopters of new products?

A) strivers
B) sluggards
C) brand loyalists
D) early majority

Question 72

What is locating new markets for existing products called?

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

Question 73

A company introduced a new low-calorie version of one of its popular cold drinks. As a result, the sales of the original cold drink started decreasing because consumers preferred its low calorie version. What is this situation is known as?

A) product encroachment
B) product centralization
C) cannibalization
D) polarization

Question 74

In keeping with its corporate strategy of "building a global luxury accessories business," Ralph Lauren introduced a new line of footwear. In business terms, how would the actions of Ralph Lauren be described?

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

Question 75

What is product cannibalization?

A) the expected outcome from the implementation of market penetration
B) the erosion of a competitor's market share
C) the erosion of an equity brand due to the brand strategy of a competitor
D) the erosion of sales due to other products in the same product line

Question 76

​Who is a consumer innovator?

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 77

Responding to moviegoers' recently revived interest in the 3D format, Panasonic introduced the world's first 3D home entertainment system. What is the strategy used by Panasonic is an example of?

A) market engagement
B) market simulation
C) product development
D) product association

Question 78

What is a strategy that concentrates on finding new markets for existing products called?

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

Question 79

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

A) Procter & Gamble sells its current traditional products in new overseas market segments.
B) Ford Motor Company introduces an electric car.
C) Black & Decker sells small home appliances.
D) Morton Salt advertises a way to use salt and vinegar to make a homemade metal polish.

Question 80

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

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