Deck 12: Developing and Marketing Products

Question 1

A brand name can function as legal property that owners can protect from trespass by competitors.

Answer 1

True

Question 2

A brand name is central to a product's personality and the image it presents to buyers.

Answer 2

True

Question 3

The term encoding refers to any element that disrupts the audience's ability to receive and interpret a promotional message.

Answer 3

False

Question 4

A push strategy is a promotional strategy designed to pressure channel members to carry a product and promote it to final users.

Question 5

Counterfeiting is common among highly visible brand-name consumer goods.

Question 6

Counterfeit goods are imitation products passed off as legitimate trademarks,patents,or copyrighted works.

Question 7

A pull strategy is most appropriate when buyers display a great deal of brand loyalty toward one particular brand name.

Question 8

Because companies are undertaking new product development at an increasingly rapid pace,product life cycles are becoming shorter.

Question 9

Traditionally,companies managed to extend a product's life by introducing it into different markets consecutively.

Question 10

Cultural differences demand that all companies modify their products to local cultures.

Question 11

Developing and emerging markets typically have fewer available forms of mass media for use in implementing a pull strategy.

Question 12

Distribution is the process of sending promotional messages about products to target markets.

Question 13

Product standardization is more likely when nations share the same level of economic development.

Question 14

The value customers obtain from a product is heavily influenced by the image of the country in which the product is designed,manufactured,or assembled.

Question 15

When distribution channels are lengthy,a push strategy is typically most successful.

Question 16

The rapid pace of technological innovation today extends the life cycles of products.

Question 17

Marketing communication is typically a one-way process from the source to the audience.

Question 18

Companies have benefited from the emergence of the Euro-consumer because advertising within the European Union can now be standardized.

Question 19

Firms that standardize their advertising usually control campaigns from the home office.

Question 20

A common example of a push strategy is creating consumer demand through direct marketing techniques.

Question 21

The dual extension method extends the same home-market product and marketing promotion into target markets.

Question 22

________ brand image is increasingly important as more consumers and businesspeople travel internationally.

A)consistent global
B)segmented national
C)adaptive
D)differentiated

Question 23

Some argue that ________ is causing people's needs and preferences to converge worldwide.

A)inflation
B)religion
C)technology
D)politics

Question 24

Which of the following is NOT true of national images?

A)National images tend to be static over the long term.
B)National images can be positive for some products but negative for others.
C)When national images change,they change slowly over time.
D)National images affect buyers' perceptions of quality and reliability.

Question 25

All company and product brand names are made up of semantic elements or language building blocks called ________.

A)regulatory language
B)morphemes
C)life cycle stages
D)comp titles

Question 26

An arm's length price is the price that is charged for products sold among a company's divisions or subsidiaries.

Question 27

The physical path a product follows on its way to customers is called a distribution channel.

Question 28

Generally,the more intermediaries in a distribution channel,the less costly the channel becomes.

Question 29

Development of a green tea flavoured ice cream for the Japanese market shows that Haagen-Dazs has ________.

A)identified a different market for its product
B)adapted its product to local buyer preferences
C)promoted its brand name in a new market
D)expanded its product promotion

Question 30

Which of the following refers to the name of one or more items in a product line that identifies the source or character of the items?

A)Product description
B)Image tag
C)Brand name
D)Unique descriptor

Question 31

The dual extension method adapts both the product and its marketing communication to suit the target market.

Question 32

Low economic development can force communications to be adapted to local conditions.

Question 33

Given the intangible products of service providers,distribution channels are not needed for these companies.

Question 34

Brand names are central to a product's ________.

A)inventory planning
B)raw materials
C)reproducibility
D)personality

Question 35

________ seldom offend people in international markets,but ________ can be highly offensive.

A)Product names;brand names
B)National images;brand names
C)Brand names;product names
D)Product names;national images

Question 36

Some argue that because the world is becoming standardized and ________,companies should market the same products the same way in all countries.

A)richer
B)heterogeneous
C)homogeneous
D)poorer

Question 37

Lower levels of education and less buying experience mean that consumers in developing countries are ________.

A)more likely to need consumer protection
B)less likely to need ethical products
C)less likely to need consumer protection
D)more likely to buy large quantities of products

Question 38

The lower a product's value density,the more localized the distribution system for that product.

Question 39

Under the dual adaptation method,a company adapts its product to local requirements while retaining the product's original marketing communication.

Question 40

Lower-limit price controls are designed to provide price stability in an inflationary economy.

Question 41

When there are many levels of intermediaries in a distribution channel,a ________ strategy is often the easiest.

A)push
B)pull
C)direct function
D)brand

Question 42

A furniture company that makes its marketing program elements uniform,targeting an entire region with similar products,is demonstrating which of the following?

A)Market regulation
B)Local responsiveness
C)Standardization
D)Adaptation

Question 43

A promotional mix is composed of all of the following EXCEPT ________.

A)personal selling
B)advertising
C)public relations
D)indirect exporting

Question 44

When Procter & Gamble hired a fleet of trucks to drive through village squares and hand out free trial packages to potential end users,it employed which of the following?

A)Push strategy
B)Pull strategy
C)End-point strategy
D)Five channel strategy

Question 45

________ strategy is suited to industrial products because potential buyers usually need to be informed about a product's special features.

A)push
B)pull
C)direct sales
D)indirect sales

Question 46

Countries that top the list for the portion of their markets comprised of counterfeits include each of the following EXCEPT ________.

A)China
B)India
C)Russia
D)Spain

Question 47

Which of the following statements is true regarding international advertising and promotions?

A)To cut costs,most companies standardize all aspects of their international promotions.
B)Firms that standardize advertising often control campaigns from the home office.
C)Pan-European advertising has historically been successful at reaching the Euro-consumer.
D)International advertising is highly similar to advertising in domestic markets.

Question 48

A promotional strategy designed to create buyer demand that will encourage channel members to stock a company's product is called a(n)________.

A)pull strategy
B)end distribution strategy
C)push strategy
D)up-channel strategy

Question 49

Which of the following is a marketplace of underground transactions that typically appears because a product is either illegal or tightly regulated?

A)Underground market
B)Bazaar
C)Illegal market
D)Black market

Question 50

Examples of pull strategies include each of the following EXCEPT ________.

A)mass media advertising
B)direct marketing techniques
C)free trial packages
D)encouraging good retail visibility

Question 51

The term ________ refers to a company's efforts to reach distribution channels and target customers through communications such as personal selling,advertising,public relations,and direct marketing.

A)marketing objectives
B)distribution policies
C)promotion mix
D)value density

Question 52

A pull strategy is most appropriate under which of the following circumstances?

A)Channel members wield relatively little power compared to that of producers.
B)Buyers display a great deal of brand loyalty to a particular product.
C)Distribution channels are short.
D)Buyers need to be informed about the features of an industrial product.

Question 53

Manufacturers of products that are commonly sold through department and grocery stores often use a(n)________.

A)pull strategy
B)exclusive channel strategy
C)push strategy
D)value chain strategy

Question 54

To be included in the Best Global Brands report,a brand must be global,_______,and ________ .

A)valuable;visible
B)cultural;expensive
C)visible;financially transparent
D)financially viable;public

Question 55

Brand assessment for Best Global Brands are based on all of the following EXCEPT _________.

A)the role of the brand in the purchase decision process
B)the strength of the brand
C)the cultural responsiveness of the brand
D)financial performance of the branded product or service

Question 56

________ are imitation products passed off as legitimate trademarks,patents,or copyrighted works.

A)Brand name goods
B)Counterfeit goods
C)Foreign goods
D)Intangible goods

Question 57

Which of the following is NOT an example of a product that is commonly counterfeited?

A)Perfume
B)Books
C)Clothing
D)Watches

Question 58

Which of the following is a promotional strategy designed to pressure channel members to carry a product and promote it to final users?

A)Pull strategy
B)Adaptive channel strategy
C)Push strategy
D)End distribution strategy

Question 59

The process of sending messages about products to target markets is called ________.

A)encoding
B)distributing
C)value density
D)marketing communication

Question 60

Under which of the following circumstances is implementing a push strategy LEAST likely to be difficult?

A)Channel members wield a great deal of power relative to that of producers.
B)Distribution channels are lengthy.
C)Buyers display a great deal of brand loyalty to another product.
D)Distribution channels are short.

Question 61

________ is often necessary when many important differences exist between the home and target markets.

A)Product invention
B)Dual adaptation
C)World pricing
D)Dual extension

Question 62

Which of the following methods extends the same home-market product and marketing promotion into target markets?

A)Product/communications extension
B)Product extension,communication adaptation
C)Product adaptation,communication extension
D)Product/communication adaptation

Question 63

A distribution channel in which a manufacturer grants the right to sell its products to only one or a limited number of resellers is called a(n)________.

A)intensive channel
B)push strategy channel
C)exclusive channel
D)pull strategy channel

Question 64

Once an audience receives a message,it ________ the message and interprets its meaning.

A)sources
B)decodes
C)intensifies
D)encodes

Question 65

The physical path a product follows on its way to customers is called a ________.

A)distribution channel
B)promotional mix path
C)value density
D)just-in-time path

Question 66

An ________ channel provides buyers with location convenience because of the large number of outlets through which a product is sold.

A)extensive
B)intensive
C)exclusive
D)inclusive

Question 67

Which of the following methods adapts both the product and its marketing communication to suit the target market?

A)Product/communications extension
B)Product extension,communication adaptation
C)Product adaptation,communication extension
D)Product/communication adaptation

Question 68

Which of the following is LEAST likely to contribute to the success of a pan-European ad?

A)A great deal of visuals
B)Few written or spoken words
C)Focus on the consumer
D)Clever catch phrases

Question 69

An ________ channel is difficult or impossible for outsiders to penetrate.

A)exclusive
B)inclusive
C)extensive
D)intensive

Question 70

An ________ channel gives producers a good deal of control over the sale of their product by channel members such as wholesalers and retailers.

A)exclusive
B)inclusive
C)extensive
D)intensive

Question 71

Which of the following reflects the correct sequence of the marketing communications process?

A)Promotional message,encoding,decoding,feedback
B)Encoding,promotional message,decoding,feedback
C)Promotional message,decoding,feedback,encoding
D)Encoding,promotional message,feedback,decoding

Question 72

Under which of the following methods does a company extend the same product into new target markets but alters its promotion?

A)Product/communications extension
B)Product extension,communication adaptation
C)Product adaptation,communication extension
D)Product/communication adaptation

Question 73

An ________ channel does not create strong barriers to channel entry for other producers,nor does it provide much control over reseller decisions such as what competing brands to sell.

A)extensive
B)intensive
C)exclusive
D)inclusive

Question 74

Under which of the following methods does a company adapt its product to the requirements of the international market while retaining the product's original marketing communication?

A)Product/communications extension
B)Product extension,communication adaptation
C)Product adaptation,communication extension
D)Product/communication adaptation

Question 75

________ refers to anything that disrupts the audience's ability to receive and interpret a promotional message.

A)Noise
B)Interpolation
C)Blending
D)Resonance

Question 76

Because it is so costly,a ________ strategy is not common.

A)product/communications extension
B)product adaptation,communications extension
C)product extension,communications adaptation
D)dual adaptation

Question 77

Which of the following occurs when an idea to be communicated is translated into images,words,and symbols?

A)Decoding
B)Structuring
C)Encoding
D)Media parsing

Question 78

A distribution channel in which a producer grants the right to sell its product to many resellers is referred to as a(n)________.

A)pull channel
B)exclusive channel
C)intensive channel
D)value channel

Question 79

Companies along a distribution channel that work together in delivering products to customers are called ________.

A)arbitrageurs
B)intermediaries
C)solicitors
D)reduction planners

Question 80

Which of the following refers to planning,implementing,and controlling the physical flow of a product from its point of origin to its point of consumption?

A)Channeling
B)Distribution
C)Production
D)Promotional mix