question

At the _____ stage of brand loyalty, marketers use advertising as a means to increase consumer awareness of a brand. a. brand recognition b. brand preference c. brand insistence d. brand equity

answer

A

question

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. This product is at the _____ stage of brand loyalty. a. brand insistence b. brand association c. brand preference d. brand recognition

answer

D

question

Consumers at the _____ level of brand loyalty, 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

C

question

A product is said to have achieved brand preference when: a. the product becomes familiar to the consumer. b. the marketers start selling the product at a discount. c. the consumer sees or recognizes the product and chooses it over its competitors. d. the product has attained monopoly position with its customers.

answer

C

question

The _____ stage in brand loyalty leads consumers to refuse alternatives and search extensively for the desired merchandise. a. brand recognition b. brand insistence c. brand awareness d. brand preference

answer

B

question

Which of the following products is most likely to achieve the status of brand insistence? a. Cars b. Soaps c. Milk d. Toothpastes

answer

A

question

Which of the following is true of generic products? a. They are identified through a brand name owned by a wholesaler or retailer. b. They are identified through a brand name owned by a manufacturer or other producer. c. They are well known national brands sold exclusively through a joint venture between a manufacturer and a retailer. d. They are characterized by plain labels, little or no advertising, and no brand names.

answer

D

question

Which of the following is most likely to be the primary factor that attracts a consumer to a generic product? a. Package design b. Brand name c. Low price d. Product quality

answer

C

question

The Kirkland brand is owned by Costco, and the products can only be purchased at Costco stores. Costco contracts with manufacturers to produce and package products under the Kirkland name. Kirkland can be regarded as a(n): a. family brand. b. individual brand. c. generic brand. d. private brand.

answer

D

question

A _____ brand refers to a brand name owned by a manufacturer or a producer. a. private b. generic c. national d. captive

answer

A

question

Housewares and apparel by Michael Graves and Mossimo Giannulli are sold exclusively at Target. These brands are examples of _____ brands. a. private b. national c. captive d. exclusive

answer

C

question

Pond's and Sunsilk beauty products, marketed by Unilever, are examples of _____ brands. a. family b. individual c. generic d. captive

answer

B

question

Dell manufactures and markets computers and several related products, such as laptops, desktops, notebooks, and printers, all under the Dell name. These products are examples of _____ brands. a. family b. captive c. individual d. private label

answer

A

question

Dawn, Joy, and Ivory are dish liquid brands manufactured by Procter & Gamble. All these brands can be regarded as _____ brands. a. private b. family c. generic d. individual

answer

D

question

A company wishing to implement a market segmentation strategy for its products should strongly consider using _____ branding. a. family b. captive c. generic d. individual

answer

D

question

A firm is most likely to opt for a family brand to market its products when the products are: a. sold only to a single large retail chain to protect the manufacturer's reputation. b. sufficiently different so as not to compete directly with each other. c. sold in different geographic markets. d. similar in quality and are closely related to one another.

answer

D

question

The added value that a certain brand name gives to a product in the marketplace is called _____. a. brand identity b. brand relevance c. brand recognition d. brand equity

answer

D

question

A company's ability to market a product successfully at a higher price compared to its competitors is directly related to its: a. market capitalization. b. product relevance. c. brand equity. d. market share.

answer

C

question

A product is generally regarded as a global brand if: a. it is sold exclusively by a single retail chain worldwide. b. it sells at least 20 percent outside its home country. c. it can market its products with the same brand name in all its international markets. d. it is easily recognized across the world by its unique trademark.

answer

B

question

Based on the Young & Rubicam's BrandAsset Valuator model, _____ 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

answer

B

question

According to the Young & Rubicam's BrandAsset Valuator model, the _____ dimension of a brand personality is a combination of perceived quality and consumer perceptions about its growing or declining popularity. a. differentiation b. relevance c. esteem d. knowledge

answer

C

question

According to the Young & Rubicam's BrandAsset Valuator model, brand relevance is a dimension of brand personality that refers to: a. the extent of consumer awareness of a brand and understanding of what kind of product it stands for. b. the real and perceived appropriateness of a brand to a big consumer segment. c. the way in which brand equity is assigned to the brand by evaluating institutions. d. a brand's ability to stand apart from competitors.

answer

B

question

According to the Young & Rubicam's BrandAsset Valuator model, the _____ is a dimension of brand personality that refers to the extent of consumer awareness of a brand and the understanding of what a good or service represents. a. knowledge b. esteem c. recognition d. differentiation

answer

A

question

Which is the following statements is true of 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.

answer

A

question

Companies that adopt category management system start the process by: 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.

answer

B

question

International Business Machines decided to brand its products under its acronym IBM. From a marketing perspective, this was a smart idea because as a brand name, IBM: a. is easy to pronounce, recognize, and remember. b. is easy to translate into any language. c. accurately describes the products it manufactures. d. can easily be expanded to suit innovative advertising campaigns.

answer

A

question

A characteristic of a good brand name is that it should: a. avoid giving buyers the correct connotation of the product's image. b. be easy to recognize and remember. c. always be an acronym. d. be difficult to pronounce.

answer

B

question

If Sunbeam were to develop a new coffee machine and brand it as "The Coffee Maker," the company would not be able to register the term as its trademark because: a. the trademark must contain the company's name to be registered. b. using "the" in the trademark makes it exclusive to a particular manufacturer. c. the term describes a particular type of product. d. the trademark should always be an acronym.

answer

C

question

A _____ is a brand for which the owner claims exclusive legal protection. a. water mark b. field symbol c. trademark d. category code

answer

C

question

A _____ is a symbol or a pictorial design that distinguishes a product from its competitors' offerings. a. brand dress b. water mark c. brand mark d. category tag

answer

C

question

The Federal Trademark Dilution Act of 1995 deals with: a. unregistered trademarks in the marketplace and legal protection for generic names. b. the establishment of procedures for distinguishing generic names from genericized names. c. the regulation of cases of cybersquatting and Internet domain name impingement. d. the rights of a trademark holder to sue for trademark infringement.

answer

D

question

The term _____ is used by marketers to refer to the visual components that contribute to the overall look of a brand. a. water mark b. brand token c. service mark d. trade dress

answer

D

question

The leaping jaguar symbol, featured on cars of a particular brand, is a part of the brand's: a. service mark. b. trade dress. c. watermark. d. trade token.

answer

B

question

The original objective of packaging was to: a. create a brand image of the product. b. indicate the quality of the product. c. protect products from physical damage. d. comply with government regulations.

answer

C

question

Which of the following factors 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

answer

C

question

A "_____" 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

answer

B

question

The numerical bar code system used to record product and price information is called the _____. a. uniform serial number b. unitized product locator c. unique label identifier d. universal product code

answer

D

question

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

answer

D

question

A popular clothing brand in Switzerland decided to launch a new line of home furniture under the same brand name. This 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

answer

D

question

The strategy of developing individual offerings to appeal to different market segments while remaining closely related to the existing product line is called _____. a. line engagement b. line extension c. brand extension d. brand engagement

answer

B

question

Dayer's, a popular ice cream brand, added new flavors to their existing line of ice creams to attract kids. This is an example of _____. a. brand extension b. line extension c. brand engagement d. line engagement

answer

B

question

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. The apparel manufacturer will have to complete which of the following practices before creating this line of t-shirts? a. Line extension b. Brand extension c. Brand licensing d. Brand engagement

answer

C

question

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.

answer

C

question

More than 90 percent of cereal is consumed at breakfast, but ads for Kellogg's Cracklin' Oat Bran say that it tastes like oatmeal cookies and makes "a great snack anytime." Kellogg's is implementing a strategy of _____ with this product. a. market penetration b. market development c. product development d. product diversification

answer

A

question

The _____ strategy seeks to increase sales of existing products in existing markets. a. product development b. market innovation c. product diversification d. market penetration

answer

D

question

Annie's Inc., that produces vinegar for cooking purposes, identified new uses for its product and started promoting it as a fabric softener and a cleansing product. The company started selling the same product in different packages modified for different types of uses. This strategy used by Annie's to increase the sales of its product is an example of a _____ strategy. a. brand extension b. line engagement c. market penetration d. product diversification

answer

C

question

A _____ strategy concentrates on finding new markets for existing products. a. market penetration b. market development c. product development d. product diversification

answer

B

question

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 of the following new-product development strategies is being used by the company in the above scenario? a. Market development strategy b. Market penetration strategy c. Product development strategy d. Product diversification strategy

answer

A

question

Firms may also choose to introduce new products into markets in which they have already established positions to try to increase overall market share. These new offerings are called _____ brands. a. universal b. flanker c. conjoint d. congruous

answer

B

question

The strategy of _____ refers to the introduction of new products into identifiable or established markets. a. market penetration b. product positioning c. market diversification d. product development

answer

D

question

A _____ strategy focuses on developing entirely new products for new markets. a. market penetration b. market development c. product development d. product diversification

answer

D

question

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. The strategy being used by the company to target new markets is referred to as a _____. a. product association strategy b. market simulation strategy c. market engagement strategy d. product diversification strategy

answer

D

question

Responding to moviegoers' recently revived interest in the 3D format, Panasonic introduced the world's first 3D home entertainment system. This strategy used by Panasonic is an example of a _____. a. market engagement strategy b. market simulation strategy c. product development strategy d. product association strategy

answer

C

question

The term cannibalization refers to the: a. difference in expected and actual outcome from the implementation of a market penetration strategy. b. shrinking of a firm's market share due to competition from rivals. c. decline in the brand loyalty for a product due to changing economic conditions. d. decline in the sales of an existing product due to competition from a new product by the same manufacturer.

answer

D

question

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. This situation is known as: a. product encroachment. b. product centralization. c. cannibalization. d. polarization.

answer

C

question

Which of the following terms refers to a series of stages consumers go through in learning about a new product, trying it, and deciding whether to purchase it again? a. Product life cycle b. Adoption process c. Product development process d. Diffusion process

answer

B

question

At the _____ stage in the consumer adoption process, potential buyers begin to seek information about the product. a. trial b. evaluation c. interest d. adoption

answer

C

question

At the _____ stage in the consumer adoption process, buyers consider the likely benefits of the product. a. awareness b. trial c. interest d. evaluation

answer

D

question

Individuals who purchase new products almost as soon as these products reach the market are called _____. a. late adopters b. laggards c. consumer innovators d. hesitant buyers

answer

C

question

The process by which new goods or services are accepted in the marketplace is known as the _____ process. a. extension b. referencing c. diffusion d. polarization

answer

C

question

In the context of the consumer diffusion process, "_____" constitute the final group of consumers that make trial purchases of a new product. a. innovators b. late majority c. early purchasers d. laggards

answer

D

question

Which of the following is most likely to be true of consumer innovators? a. They are unlikely to display brand loyalty toward products. b. As compared to later adopters, they rely less on impersonal information sources. c. They often act as opinion leaders from whom others seek advice. d. They are less mobile, and do not prefer changing jobs often.

answer

C

question

A new product innovation that is consistent with the values and experiences of potential adopters and attracts new buyers at a relatively rapid rate is said to have high _____. a. complexity b. observability c. compatibility d. transparency

answer

C

question

When Microsoft introduced the latest edition of Age of Empires III, it provided a free download of one of the game scenarios. Addition of this link is most likely to influence which of the following characteristics of the product innovation? a. Complexity b. Associability c. Possibility of trial use d. Compatibility

answer

C

question

With reference to the five characteristics of a product innovation, a product innovation is said to have a greater _____, if it is superior to previous ideas reflected in terms of lower price, physical improvements, or ease of use. a. associability b. compatibility c. relative advantage d. observability

answer

C

question

A new product committee is a group in an organization that: a. helps the organization in identifying a suitable partner for a join venture. b. looks after all the legal aspects of the organization when it launches a new product in the market. c. coordinates and integrates the work of the firm's functional departments on a specific project. d. reviews and approves new-product plans that arise elsewhere in the organization.

answer

D

question

A _____ often leads new-product development programs, including creation of new-product ideas and recommendations for improving existing products. a. product architect b. product manager c. category manager d. product analyst

answer

B

question

_____ have profit responsibility for their product group and help retailers in maximizing the sales for the whole group of products not just the particular manufacturer's product. a. Research analysts b. Early purchasers c. Boundary spanners d. Category managers

answer

D

question

A(n) _____ gathers a group of specialists from different areas in an organization to work together in developing new products. a. quality circle b. venture team c. new-product department d. market development committee

answer

B

question

Which of the following statements is true of venture teams? a. A venture team is disbanded after every meeting. b. A venture team functions as an integral part of the basic organization. c. A venture team's flexible lifespan may extend over a number of years. d. A venture team is responsible for looking after all the legal aspects of introducing a new product in the market.

answer

C

question

Which of the following entities is responsible for all phases of a development project, including screening decisions, developing product specifications, and coordinating product testing? a. Brand extension team b. Business analysis task force c. Category management committee d. New-product department

answer

D

question

The first step in the new-product development process is: a. screening. b. development. c. idea generation. d. business analysis.

answer

C

question

During which of the following stages of a new-product development process, ideas with commercial potential are separated from those not meeting company objectives? a. Idea generation b. Business analysis c. Screening d. Test marketing

answer

C

question

Which of the following is a method for subjecting a product idea to additional study before actual development by involving consumers through focus groups, surveys, in-store polling, and similar strategies? a. Line extension b. Brainstorming c. Sample distribution d. Concept testing

answer

D

question

The purpose of test marketing new-product offerings is to: a. separate ideas with commercial potential from those that will not meet company objectives. b. subject the product idea to additional study prior to its actual development. c. verify that the product will perform well in a real-life environment. d. evaluate the compatibility of the product with organizational resources.

answer

C

question

The screening and business analysis stages generate extremely important information for new-product development as: a. they collect information from different sources to generate new ideas. b. they turn the original concept into a product. c. they verify if the product will perform well in a real-life environment. d. they define the proposed product's target market and customers' needs and wants.

answer

D

question

The Poison Prevention Packaging Act: a. requires firms to mandatorily inform customers regarding the dangers associated with the use of products. b. requires drug manufacturers to place their products in packages that are child resistant yet accessible to all adults. c. bans those products that contain harmful chemicals. d. requires firms to publicize the testing procedures that go into the development of their product packaging.

answer

B

question

The ______ is a powerful regulatory agency that has assumed jurisdiction over the safety of every consumer product except food, automobiles, and a few other products regulated by other agencies. a. DHSS b. FDA c. CPSC d. OSHA

answer

C

question

Which of the following actions can the CPSC take to ensure product safety? a. Regulating packaging standards for milk products b. Approving safety standards for automobiles c. Inspecting production facilities of food manufacturers d. Ordering product recalls or redesign of faulty products

answer

D

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