Question 1

Companies can employ four general branding strategies,which include: (1) __________; (2) multibranding; (3) private branding;or (4) and mixed branding.

Accepted Answer

A)  retailer branding
B)  intermediary branding
C)  brand licensing
D)  multiproduct branding
E)  co-brandingF) A) and E)
G) B) and D)

Question 2

The entire product category or industry is referred to as __________.

Accepted Answer

A)  product form
B)  product class
C)  product line
D)  product mix
E)  product itemF) None of the above
G) A) and E)

Question 3

Four key challenges that package and label designers face include: (1) connecting with customers; (2) environmental concerns; (3) health,safety,and security issues;and (4) __________.

Accepted Answer

A)  social and societal issues
B)  competition from global markets
C)  cost reduction
D)  governmental regulations
E)  diminishing color,symbol,and trademark selectionsF) A) and E)
G) C) and E)

Question 4

The marketing of low-cost copies of popular brands not manufactured by the original producer is referred to as

Accepted Answer

A)  brand cannibalization.
B)  co-branding.
C)  brand imitation.
D)  product counterfeiting.
E)  re-manufacturing.F) B) and C)
G) A) and E)

Question 5

When selecting a brand name,it should: (1) suggest product benefits; (2) be memorable,distinctive and positive; (3) fit the company or product image; (4) __________; (5) be simple and emotional;and (6) have favorable phonetic and semantic associations in other languages.

Accepted Answer

A)  never have a humorous connotation
B)  be easy to spell and pronounce
C)  be patented
D)  not be easily imitated
E)  have no legal or regulatory restrictionsF) All of the above
G) B) and D)

Question 6

The consumers represented by "E" in Figure 11-5 above are called __________.

Accepted Answer

A)  laggards
B)  innovators
C)  late majority
D)  early majority
E)  early adoptersF) A) and E)
G) B) and E)

Question 7

The key idea behind diffusion of innovation is that __________.

Accepted Answer

A)  not all consumers accept a new product at the same time;adoption of a product spreads slowly throughout the population
B)  once a product enters the market,the time span between awareness and purchase is incredibly short
C)  the introduction of an entire new product class almost always diffuses the importance of its predecessor within a matter of months
D)  adoption of a new product line does not change the diffusion rate of older lines in the market
E)  the rate of adoption is independent of other product form innovations or competitive products in the marketplaceF) A) and B)
G) C) and D)

Question 8

When Wendy's wants to increase the value of its Dave's Hot 'N Juicy cheeseburger to its customers,it combines complementary items (French fries and a soft drink-a medium-sized Coke with the burger) to expedite the ordering process,given the myriad of menu order options available.This product modification approach is called __________.

Accepted Answer

A)  a BOGO deal
B)  product modification
C)  product repositioning
D)  product differentiation
E)  product bundlingF) A) and D)
G) A) and C)

Question 9

Since Gatorade Thirst Quencher was concocted in 1965,its marketers have introduced Gatorade Frost in 1997,Gatorade Fierce in 1999,the Gatorade Performance Series in 2001,Gatorade Rain in 2006,and the Gatorade G Series in 2011,to name a few.These introductions are examples of __________.

Accepted Answer

A)  brand extensions
B)  subbranding
C)  primary demand
D)  product line extensions
E)  a product classF) B) and C)
G) B) and D)

Question 10

A risk with __________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

Accepted Answer

A)  brand extensions
B)  product line extensions
C)  co-branding
D)  private branding
E)  mixed brandingF) A) and C)
G) A) and B)

Question 11

LED (light-emitting diode) light bulbs from marketers such as the Cree LED light bulb shown above,have been available for only a few years in low lighting levels (lumens) ,are now coming to the marketplace.They are designed to replace incandescent and even compact fluorescent light bulbs,in part because of a federal law that phases out incandescent light bulbs in favor of more energy efficient ones.LED bulbs,which today can cost about $10 to $15 for a 60-watt bulb,will last up to 20 years.In what stage of the product life cycle is this product?

Accepted Answer

A)  growth stage
B)  decline stage
C)  accelerated development stage
D)  introduction stage
E)  maturity stageF) D) and E)
G) A) and D)

Question 12

Kellogg's changed the name of its Heartwise cereal to Fiberwise MOST LIKELY to __________.

Accepted Answer

A)  respond to a changing public interest from heart to intestinal health issues
B)  convey a stronger product image,since "heart" implied sentimentality and "fiber" implied strength
C)  comply with Food and Drug Administration guidelines on the use of the word "heart" in food brand names
D)  avoid a lawsuit by the makers of HeartPro Organic Cereal because they claimed the names and benefits were too similar
E)  complement its new line of breakfast fiber barsF) B) and E)
G) A) and C)

Question 13

According to the textbook,which of the following is the MOST counterfeited branded products?

Accepted Answer

A)  shoes
B)  watches and jewelry
C)  handbags and wallets
D)  clothing and accessories
E)  consumer electronicsF) B) and E)
G) D) and E)

Question 14

The product life cycle refers to __________.

Accepted Answer

A)  the average life span of a product
B)  a concept that describes the stages a new product goes through from product concept to commercialization
C)  a concept that describes the stages a product goes through in the marketplace-early growth,accelerated development,maturity,and decline
D)  a concept that describes the stages a product goes through in the marketplace-introduction,growth,maturity,and decline
E)  the amount of time it takes a product innovation to completely diffuse in the marketplaceF) A) and B)
G) C) and E)

Question 15

Any container in which a product is offered for sale and on which information is communicated is referred to as __________.

Accepted Answer

A)  a point of purchase display
B)  merchandising
C)  packaging
D)  a label
E)  a product bundleF) A) and B)
G) All of the above

Question 16

The belief that products originating from one country would be of better or worse quality than the products from another country illustrates the __________ benefits that packaging information can provide.

Accepted Answer

A)  functional
B)  financial
C)  physical
D)  perceptual
E)  communicationF) A) and E)
G) D) and E)

Question 17

As shown in the UMD11: CDI/BDI Marketing Dashboard above,a BDI of 30 is determined by __________.

Accepted Answer

A)  finding the percent of the U.S.population in the "Households without children" segment divided by the percent of Hawaiian Punch sold to households without children in the U.S.multiplied by 100
B)  subtracting the total number of non-users from the total number of users of Hawaiian Punch sold to households without children
C)  finding the difference in total sales of Hawaiian Punch between households who have children with those who do not
D)  finding the percent of Hawaiian Punch sold to households without children in the U.S.divided by the percent of the U.S.population in the "Households without children" segment multiplied by 100
E)  using the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry,including the firm itselfF) A) and C)
G) None of the above

Question 18

An aging baby boomer population has led to increased interest in developing and marketing products to satisfy the needs of this large market.As a result,moisturizing lotions and creams like Oil of Olay are now repositioned as "age-defying" products.This is an example of which product repositioning action?

Accepted Answer

A)  reaching a new market
B)  reacting to a competitor's position
C)  trading up
D)  changing the value offered
E)  product modificationF) B) and E)
G) A) and B)

Question 19

In terms of the diffusion of innovation,innovators account for __________ of product adopters.

Accepted Answer

A)  2.5%
B)  13.5%
C)  16%
D)  34%
E)  50%F) None of the above
G) A) and E)

Question 20

Ralph Lauren has a long-term __________ agreement with Luxottica Group,S.p.A.of Milan for the design,production,and worldwide distribution of prescription frames and sunglasses under the Ralph Lauren brand.The agreement is an ideal fit for both companies.Ralph Lauren is a leader in the design,marketing,and distribution of premium lifestyle products.Luxottica is the global leader in the premium and luxury eyewear sector.

Accepted Answer

A)  brand licensing
B)  generic branding
C)  multiproduct branding licensing
D)  mixed branding
E)  co-brandingF) C) and D)
G) B) and C)

Exam 11: Managing Successful Products, Services, and Brands

Four key challenges that package and label designers face include: (1) connecting with customers; (2) environmental concerns; (3) health,safety,and security issues;and (4) __________.

Correct Answer
verified

The belief that products originating from one country would be of better or worse quality than the products from another country illustrates the __________ benefits that packaging information can provide.

Correct Answer
verified

Any container in which a product is offered for sale and on which information is communicated is referred to as __________.

Correct Answer
verified

The product life cycle refers to __________.

Correct Answer
verified

The key idea behind diffusion of innovation is that __________.

Correct Answer
verified

Correct Answer
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A risk with __________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

Correct Answer
verified

Since Gatorade Thirst Quencher was concocted in 1965,its marketers have introduced Gatorade Frost in 1997,Gatorade Fierce in 1999,the Gatorade Performance Series in 2001,Gatorade Rain in 2006,and the Gatorade G Series in 2011,to name a few.These introductions are examples of __________.

Correct Answer
verified

Kellogg's changed the name of its Heartwise cereal to Fiberwise MOST LIKELY to __________.

Correct Answer
verified

When selecting a brand name,it should: (1) suggest product benefits; (2) be memorable,distinctive and positive; (3) fit the company or product image; (4) __________; (5) be simple and emotional;and (6) have favorable phonetic and semantic associations in other languages.

Correct Answer
verified

As shown in the UMD11: CDI/BDI Marketing Dashboard above,a BDI of 30 is determined by __________.

Correct Answer
verified

The entire product category or industry is referred to as __________.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

The marketing of low-cost copies of popular brands not manufactured by the original producer is referred to as

Correct Answer
verified

In terms of the diffusion of innovation,innovators account for __________ of product adopters.

Correct Answer
verified

Correct Answer
verified

According to the textbook,which of the following is the MOST counterfeited branded products?

Correct Answer
verified

Companies can employ four general branding strategies,which include: (1) __________; (2) multibranding; (3) private branding;or (4) and mixed branding.

Correct Answer
verified

The consumers represented by "E" in Figure 11-5 above are called __________.

Correct Answer
verified

Exam 11: Managing Successful Products, Services, and Brands

Four key challenges that package and label designers face include: (1) connecting with customers; (2) environmental concerns; (3) health,safety,and security issues;and (4) __________.

Correct AnswerverifiedShow Answer

The belief that products originating from one country would be of better or worse quality than the products from another country illustrates the __________ benefits that packaging information can provide.

Correct AnswerverifiedShow Answer

Any container in which a product is offered for sale and on which information is communicated is referred to as __________.

Correct AnswerverifiedShow Answer

The product life cycle refers to __________.

Correct AnswerverifiedShow Answer

The key idea behind diffusion of innovation is that __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A risk with __________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

Correct AnswerverifiedShow Answer

Since Gatorade Thirst Quencher was concocted in 1965,its marketers have introduced Gatorade Frost in 1997,Gatorade Fierce in 1999,the Gatorade Performance Series in 2001,Gatorade Rain in 2006,and the Gatorade G Series in 2011,to name a few.These introductions are examples of __________.

Correct AnswerverifiedShow Answer

Kellogg's changed the name of its Heartwise cereal to Fiberwise MOST LIKELY to __________.

Correct AnswerverifiedShow Answer

When selecting a brand name,it should: (1) suggest product benefits; (2) be memorable,distinctive and positive; (3) fit the company or product image; (4) __________; (5) be simple and emotional;and (6) have favorable phonetic and semantic associations in other languages.

Correct AnswerverifiedShow Answer

As shown in the UMD11: CDI/BDI Marketing Dashboard above,a BDI of 30 is determined by __________.

Correct AnswerverifiedShow Answer

The entire product category or industry is referred to as __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The marketing of low-cost copies of popular brands not manufactured by the original producer is referred to as

Correct AnswerverifiedShow Answer

In terms of the diffusion of innovation,innovators account for __________ of product adopters.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

According to the textbook,which of the following is the MOST counterfeited branded products?

Correct AnswerverifiedShow Answer

Companies can employ four general branding strategies,which include: (1) __________; (2) multibranding; (3) private branding;or (4) and mixed branding.

Correct AnswerverifiedShow Answer

The consumers represented by "E" in Figure 11-5 above are called __________.

Correct AnswerverifiedShow Answer

Correct Answer
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