Question 1

What type of brand is Colgate toothpaste an example of?

Accepted Answer

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

Question 2

Companies have discovered that a brand name works internationally with little difficulty, despite language or cultural differences.

Accepted Answer

A) True 
 B)False

Question 3

Market shares held by generic products increase during economic upswings but decline when the economy worsens.

Accepted Answer

A) True 
 B)False

Question 4

Why do firms create brand extensions?

Accepted Answer

The answer of Why do firms create brand extensions?...

Question 5

In the awareness phase of the consumer adoption process, consumers make a trial purchase of an item to determine its usefulness.

Accepted Answer

A) True 
 B)False

Question 6

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?

Accepted Answer

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

Question 7

The Debbie Travis line of paints sold by Canadian Tire is an example of a captive brand.

Accepted Answer

A) True 
 B)False

Question 8

A brand is considered to be global if 50 percent of its sales come from outside the home country.

Accepted Answer

A) True 
 B)False

Question 9

A cereal company sent free samples of a new cereal to a researched list of potential customers.Which of the following BEST describes the stage in the consumer adoption process that was accelerated?

Accepted Answer

A)  Awareness 
B)  Interest 
C)  Evaluation 
D)  Adoption

Question 10

A retailer owns a trademark for a private brand, which indicates that all products packaged under this brand are sold only through its stores.

Accepted Answer

A) True 
 B)False

Question 11

Marketers attempt to place purchasers into categories in the diffusion process depending on their relative time of adoption.Since the categories are based on a normal distribution, the distribution's properties are used to partition them.

Accepted Answer

A) True 
 B)False

Question 12

Identify and describe the organizational entities used in new product development.

Accepted Answer

The answer of Identify and describe the organizational entities used...

Question 13

What is the stage of new product development during which ideas with commercial potential are separated from those NOT meeting company objectives?

Accepted Answer

A)  idea generation 
B)  business analysis 
C)  screening 
D)  evaluation

Question 14

When a brand name becomes the name by which a class of products is generally known, the original owner loses exclusive claim to the brand name.

Accepted Answer

A) True 
 B)False

Question 15

Marketers understand that packaging is primarily for protection against damage, spoilage, and pilferage of the product.

Accepted Answer

A) True 
 B)False

Question 16

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?

Accepted Answer

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

Question 17

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?

Accepted Answer

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

Question 18

Two common categories of generic products are food items and household staples.

Accepted Answer

A) True 
 B)False

Question 19

A product's package has a negligible effect on the purchase decisions of potential buyers.

Accepted Answer

A) True 
 B)False

Question 20

A product development strategy might include flanker brands that are introduced to contribute to the overall market share of the company.

Accepted Answer

A) True 
 B)False

Exam 10: Developing and Managing Brand and Product Strategies

What type of brand is Colgate toothpaste an example of?

Companies have discovered that a brand name works internationally with little difficulty, despite language or cultural differences.

Market shares held by generic products increase during economic upswings but decline when the economy worsens.

Why do firms create brand extensions?

In the awareness phase of the consumer adoption process, consumers make a trial purchase of an item to determine its usefulness.

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?

The Debbie Travis line of paints sold by Canadian Tire is an example of a captive brand.

A brand is considered to be global if 50 percent of its sales come from outside the home country.

A cereal company sent free samples of a new cereal to a researched list of potential customers.Which of the following BEST describes the stage in the consumer adoption process that was accelerated?

A retailer owns a trademark for a private brand, which indicates that all products packaged under this brand are sold only through its stores.

Marketers attempt to place purchasers into categories in the diffusion process depending on their relative time of adoption.Since the categories are based on a normal distribution, the distribution's properties are used to partition them.

Identify and describe the organizational entities used in new product development.

What is the stage of new product development during which ideas with commercial potential are separated from those NOT meeting company objectives?

When a brand name becomes the name by which a class of products is generally known, the original owner loses exclusive claim to the brand name.

Marketers understand that packaging is primarily for protection against damage, spoilage, and pilferage of the product.

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?

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?

Two common categories of generic products are food items and household staples.

A product's package has a negligible effect on the purchase decisions of potential buyers.

A product development strategy might include flanker brands that are introduced to contribute to the overall market share of the company.