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Exam 11: Managing Successful Products, services, and Brands

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Question 81

Multiple Choice

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Customer value can assume numerous forms.For Pez Candy,Inc. ,customer value manifests itself in the form of

A) an upbeat jingle.
B) character candy dispensers.
C) a stylish logotype.
D) sour taste.
E) sugar coating.

F) D) and E)
G) A) and E)

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Question 82

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What federal law protects the trademarks of a firm?

A) Sherman Act
B) Lanham Act
C) ISO 9000
D) Clayton Act
E) Robinson-Patman Act

F) None of the above
G) A) and C)

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Question 83

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A billboard showed simply the shape of a bottle.Typically consumers were able to tell that the ad was for Coca-Cola.Why were consumers able to identify the brand? Specifically,what packaging benefit does Coca-Cola use?

Advertising and promotion costs tend to be higher with a ________ strategy because the company must generate awareness among consumers and retailers for each new brand name without the benefit of any previous impressions.

CDI/BDI Marketing Dashboard -If a firm's marketing dashboard displays a BDI of 120 for a consumer packaged good like Hawaiian Punch,this indicates which of the following?

Explain the difference between trading up and trading down when repositioning a product.

Footwear is an example of a ________ while men's dress shoes are an example of a

A brand name that cannot be spoken is referred to as a

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 such as Oil of Olay are now repositioned as "age-defying" products.This is an example of which product repositioning action?

Figure 11-7 -Companies can employ several different branding strategies.In Figure 11-7 above,B represents a ________ strategy.

Which of the following is a characteristic of the growth stage of the product life cycle?

Describe the concept of diffusion of innovation.Identify the category and incidence in the population for each product adopter.

An integral part of the package that typically identifies the product or brand,who made it,where and when it was made,how it is to be used,and package contents and ingredients is referred to as a(n)

Brand equity is valuable to an organization because it creates a competitive advantage and

The McDonald's Corporation recently announced that it will begin phasing out the use of eggs from hens housed in cages.The company uses about two billion eggs annually,or a little more than 4 percent of the eggs produced in the United States.This change in McDonald's egg-containing products to appeal to healthy eating habits is a ________ strategy.

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

Identify and describe the four branding strategies that product and brand managers use.

The Samsung brand includes the familiar Samsung Electronics,but also Samsung Heavy Industries,Samsung Engineering,Samsung C&t (construction) ,and Samsung Life Insurance.This company uses

Which of the following quotes from a new-product adopter would signal the need for a firm to counteract a psychological barrier?

In the late 1950s and 1960s,television Westerns were extremely popular and included Gunsmoke,Bonanza,Wagon Train,and The Big Valley.When ratings declined as viewers' tastes changed,production of them waned.The television Western was a product category that had entered the ________ stage of its product life cycle.