Question 1

A trademark is:

Accepted Answer

A)  the part of a brand that can be spoken.
B)  the commercial, legal name under which a company does business.
C)  any word, device (design, sound, shape or colour) , or combination of these used to distinguish a seller's goods or services.
D)  the identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use.E) None of the above
F) B) and C)

Question 2

Packages create customer value by providing:

Accepted Answer

A)  communication, functional, and perceptual benefits.
B)  instructions for use.
C)  legal disclaimers.
D)  environmental impact statements.E) A) and C)
F) A) and B)

Question 3

Which consumer benefit is enhanced when a soup company decides to include a recipe on all of their cans of cream of mushroom soup?

Accepted Answer

A)  experiential
B)  communication
C)  perceptual
D)  functionalE) A) and D)
F) None of the above

Question 4

Gatorade G2 is an example of:

Accepted Answer

A)  multiproduct branding.
B)  generic branding.
C)  sub-branding.
D)  mixed branding.E) None of the above
F) All of the above

Question 5

Kmart stores hoped to add perceived value to the store's merchandise by adding the Martha Stewart product line, which is perceived as being of a higher quality. This product line addition was an example of:

Accepted Answer

A)  trading up.
B)  trading down.
C)  top-down marketing.
D)  bottom-up marketing.E) A) and D)
F) B) and C)

Question 6

Figure 11-4
 
-In Figure 11-4, "B" and "C" represents the third step in the sequential building process of brand equity which would be to elicit the proper consumer responses to a brand's identity and meaning through __________.

Accepted Answer

A)  brands identity/brand emotion
B)  brand performance/brand imagery
C)  consumer feelings/brand imagery
D)  consumer judgments/consumer feelingsE) B) and D)
F) B) and C)

Question 7

Since the creation of the Hershey candy bar over 100 years ago, the price of chocolate has fluctuated, but the price of the candy bar has slowly risen. In fact, when the price of chocolate had dramatic price fluctuations over a three-year period, the price of a Hershey's candy bar remained the same. When the price of chocolate was very high,
Hershey's was able to maintain its profits by making the bars smaller. Hershey's engaged in:

Accepted Answer

A)  trading up.
B)  top-down marketing.
C)  downsizing.
D)  bottom-up marketing.E) A) and C)
F) B) and C)

Question 8

The packaging of Pez candy creates a very high awareness level because of the_________ that is conveyed.

Accepted Answer

A)  labeling
B)  brand experience
C)  brand use
D)  use experienceE) A) and B)
F) A) and C)

Question 9

Packaging that provides convenience, protection, or storage offers what kind of benefits?

Accepted Answer

A)  communication benefits
B)  perceptual benefits
C)  functional benefits
D)  physiological benefitsE) A) and D)
F) A) and C)

Question 10

Numerous________ are in the growth stage of the product life cycle. Two examples are iPads and e-book readers.

Accepted Answer

A)  product families
B)  product lines
C)  product classes
D)  product designsE) None of the above
F) All of the above

Question 11

Loblaws' very successful President's Choice is an example of:

Accepted Answer

A)  private branding.
B)  uniform branding.
C)  continental branding.
D)  multicountry branding.E) All of the above
F) B) and D)

Question 12

What five criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each of the criteria.

Accepted Answer

The five criteria mentioned most often i...

Question 13

A trade name is:

Accepted Answer

A)  the commercial, legal name under which a company does business.
B)  the part of a brand that can be spoken.
C)  the part of a brand that is a symbol or design and cannot be spoken.
D)  any word, device (design, sound, shape or colour) , or combination of these used to distinguish a seller's goods or services.E) A) and C)
F) B) and D)

Question 14

According to research and averages, compared to someone who has only a high school education, those with a university education are more likely to be:

Accepted Answer

A)  early adopters.
B)  early majority.
C)  late majority.
D)  initiators.E) A) and C)
F) All of the above

Question 15

With virtually no marketing support, Sanford continues to sell its Liquid Paper correction fluid for use in typewriters, even in the era of word-processing equipment. This is an example of ________during the decline stage of the product life cycle.

Accepted Answer

A)  harvesting
B)  profiting
C)  deletion
D)  skimmingE) A) and B)
F) A) and C)

Question 16

Imagine the President of Black Stoves, Inc. is thinking about developing a new brand name for the company's line of wood stoves with catalytic converters. The stove because of its design also conserves wood because it burns slowly. The brand name he is considering is The Fast One. Why is this brand name choice NOT the best one?

Accepted Answer

A)  The name should have no legal restrictions.
B)  The name should suggest the product benefits.
C)  The name should fit the company image.
D)  The name should be distinctive and memorable.E) A) and D)
F) None of the above

Question 17

Mixed branding is a branding strategy:

Accepted Answer

A)  in which the company may market some products under their own name and others under that of a reseller.
B)  in which a company uses one name for all of its products.
C)  that uses different brand names for the same product across multiple countries.
D)  that involves giving each product a distinct name.E) B) and C)
F) A) and D)

Question 18

A written statement of manufacturer liability for product quality is called a(n)  _________warranty.

Accepted Answer

A)  express
B)  functional
C)  implied
D)  insuranceE) A) and B)
F) A) and C)

Question 19

Warranties which assign responsibility for product deficiencies to the manufacturer are most correctly called_________ warranties.

Accepted Answer

A)  implied
B)  limited-coverage
C)  technical
D)  strict-liabilityE) A) and D)
F) None of the above

Question 20

During the introduction stage of the product life cycle, the place element of the marketing mix is highly involved with:

Accepted Answer

A)  gaining distribution outlets.
B)  reducing inventory costs.
C)  guaranteeing there is adequate demand if a skimming pricing strategy is used.
D)  building storage warehouses and distribution centers.E) A) and D)
F) None of the above

Exam 11: Managing Products and Brands

Mixed branding is a branding strategy:

Correct Answer
verified

Numerous________ are in the growth stage of the product life cycle. Two examples are iPads and e-book readers.

Correct Answer
verified

During the introduction stage of the product life cycle, the place element of the marketing mix is highly involved with:

Correct Answer
verified

Correct Answer
verified

Gatorade G2 is an example of:

Correct Answer
verified

Which consumer benefit is enhanced when a soup company decides to include a recipe on all of their cans of cream of mushroom soup?

Correct Answer
verified

According to research and averages, compared to someone who has only a high school education, those with a university education are more likely to be:

Correct Answer
verified

A trade name is:

Correct Answer
verified

Kmart stores hoped to add perceived value to the store's merchandise by adding the Martha Stewart product line, which is perceived as being of a higher quality. This product line addition was an example of:

Correct Answer
verified

Figure 11-4 -In Figure 11-4, "B" and "C" represents the third step in the sequential building process of brand equity which would be to elicit the proper consumer responses to a brand's identity and meaning through __________.

Correct Answer
verified

Warranties which assign responsibility for product deficiencies to the manufacturer are most correctly called_________ warranties.

Correct Answer
verified

Packaging that provides convenience, protection, or storage offers what kind of benefits?

Correct Answer
verified

The packaging of Pez candy creates a very high awareness level because of the_________ that is conveyed.

Correct Answer
verified

Correct Answer
verified

With virtually no marketing support, Sanford continues to sell its Liquid Paper correction fluid for use in typewriters, even in the era of word-processing equipment. This is an example of ________during the decline stage of the product life cycle.

Correct Answer
verified

What five criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each of the criteria.

Correct Answer
Answered by ExamLex AI
The five criteria mentioned most often i...
View Answer

A written statement of manufacturer liability for product quality is called a(n) _________warranty.

Correct Answer
verified

Loblaws' very successful President's Choice is an example of:

Correct Answer
verified

Packages create customer value by providing:

Correct Answer
verified

A trademark is:

Correct Answer
verified

Exam 11: Managing Products and Brands

Mixed branding is a branding strategy:

Correct AnswerverifiedShow Answer

Numerous________ are in the growth stage of the product life cycle. Two examples are iPads and e-book readers.

Correct AnswerverifiedShow Answer

During the introduction stage of the product life cycle, the place element of the marketing mix is highly involved with:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Gatorade G2 is an example of:

Correct AnswerverifiedShow Answer

Which consumer benefit is enhanced when a soup company decides to include a recipe on all of their cans of cream of mushroom soup?

Correct AnswerverifiedShow Answer

According to research and averages, compared to someone who has only a high school education, those with a university education are more likely to be:

Correct AnswerverifiedShow Answer

A trade name is:

Correct AnswerverifiedShow Answer

Kmart stores hoped to add perceived value to the store's merchandise by adding the Martha Stewart product line, which is perceived as being of a higher quality. This product line addition was an example of:

Correct AnswerverifiedShow Answer

Figure 11-4 -In Figure 11-4, "B" and "C" represents the third step in the sequential building process of brand equity which would be to elicit the proper consumer responses to a brand's identity and meaning through __________.

Correct AnswerverifiedShow Answer

Warranties which assign responsibility for product deficiencies to the manufacturer are most correctly called_________ warranties.

Correct AnswerverifiedShow Answer

Packaging that provides convenience, protection, or storage offers what kind of benefits?

Correct AnswerverifiedShow Answer

The packaging of Pez candy creates a very high awareness level because of the_________ that is conveyed.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

With virtually no marketing support, Sanford continues to sell its Liquid Paper correction fluid for use in typewriters, even in the era of word-processing equipment. This is an example of ________during the decline stage of the product life cycle.

Correct AnswerverifiedShow Answer

What five criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each of the criteria.

Correct AnswerAnswered by ExamLex AIThe five criteria mentioned most often i...View AnswerShow Answer

A written statement of manufacturer liability for product quality is called a(n) _________warranty.

Correct AnswerverifiedShow Answer

Loblaws' very successful President's Choice is an example of:

Correct AnswerverifiedShow Answer

Packages create customer value by providing:

Correct AnswerverifiedShow Answer

A trademark is:

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
Answered by ExamLex AI
The five criteria mentioned most often i...
View Answer

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Correct Answer
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Correct Answer
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