Question 1

​A memo from your firm's legal counsel reviews the branding elements that can receive trademark protection under United States law.You have just developed a unique shape for the bottle of a new body wash.Can this be trademarked?

Accepted Answer

A)  ​Yes, as long as it incorporates the brand name.
B)  ​Yes, because unique shapes can be trademarked.
C)  ​No, because only names and logos can be trademarked.
D)  ​No, because packaging elements cannot be trademarked.
E)  ​Yes, as long as it is labeled with the brand logo.F) A) and E)
G) B) and C)

Question 2

Match each item with the correct statement below.
-A(n) _____ strategy focuses on developing entirely new products for new markets.

Accepted Answer

A)  trade dress
B)  brand preference
C)  brand insistence
D)  generic product
E)  family brandF) brand equityG) product diversificationH) trademarkI) brand extensionJ) consumer innovatorK) brand nameL) private brandM) brand managerN) universal product code (UP
C)  O) cannibalizationP) product liabilityQ) captive brandR) brand markS) line extensionT) labelU) A) and H)
V) L) and P)

Question 3

A trademark is different from a trade name,which is usually used to identify a company.

Accepted Answer

A) True 
 B)False

Question 4

A _____ strategy concentrates on finding new markets for existing products.

Accepted Answer

A)  market penetration
B)  market development
C)  product development
D)  product diversificationE) A) and B)
F) B) and C)

Question 5

You are the manager for the consumer product adoption strategies department of your firm.Your job requires you to manage the third stage of the five-stage consumer product adoption process.Which of the following statements is true in regard to your job focus?​

Accepted Answer

A)  ​You should focus on making sure buyers are aware of your product's existence.
B)  ​You should focus on encouraging the current buyers of your product to become repeat buyers.
C)  ​You should focus on making sure buyers clearly understand your product's benefits.
D)  ​You should focus on providing information about your product.
E)  ​You should focus on encouraging buyers to just try your product.F) D) and E)
G) A) and B)

Question 6

A line extension involves the addition of new sizes,styles,flavors,or related products to an existing group of products.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following factors has helped increase the importance of packaging as a marketing tool?

Accepted Answer

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 trendsE) B) and C)
F) A) and B)

Question 8

An effective label performs both promotional and informational functions.

Accepted Answer

A) True 
 B)False

Question 9

New-product committee members spend less time conceiving and developing their own new-product ideas than reviewing and approving new-product plans that arise elsewhere in the organization.

Accepted Answer

A) True 
 B)False

Question 10

The Gillette Company is a leader in the market for razors/blades/shaving systems for men and women.Its product development history goes back to the introduction of the first safety razor.Since then,it has regularly led the market in introducing products to meet the needs of its customers.The following list outlines some of its major product introductions: ​safety razor
Twin-bladed razor
Twin-bladed disposable razor
Pivoting-head razor
Pivoting-head disposable razor
Razor designed specifically for women
Triple-blade razor
Battery-powered razor
Gillette's introduction of the twin-bladed disposable razor would be considered which of the following:

Accepted Answer

A)  ​new product
B)  ​line extension
C)  ​brand licensing
D)  ​universal product code (UP
C)  
E)  ​trade dressF) A) and B)
G) A) and C)

Question 11

A national brand defines the image most people form when they think of a brand.

Accepted Answer

A) True 
 B)False

Question 12

Marketers opt for family brand names to distinguish dissimilar products.

Accepted Answer

A) True 
 B)False

Question 13

The term "product positioning" refers to:

Accepted Answer

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.E) B) and C)
F) A) and D)

Question 14

Consumer innovators are individuals who rely on the experiences of initial buyers before making trial purchases.

Accepted Answer

A) True 
 B)False

Question 15

The number of product liability lawsuits has fallen in recent years thanks to better designed products and more detailed regulations.

Accepted Answer

A) True 
 B)False

Question 16

What are generic products? Give an example of a generic product.

Accepted Answer

Generic products are products characteri...

Question 17

​The brand of petroleum marketed by BP took a hit when the firm was implicated in the 2010 Gulf of Mexico oil spill.On which dimension of brand personality was BP primarily affected?

Accepted Answer

A)  ​Relevance
B)  ​Esteem
C)  ​Popularity
D)  ​Knowledge
E)  ​CompetitivenessF) A) and C)
G) None of the above

Question 18

On a recent trip to the grocery store,Jackson noticed an in-store tasting event for a new line of yogurt-based dips.The store was providing product sampling and a coupon for .50 off the purchase price.Jackson tried the French Onion flavor and liked it so much he decided to purchase it for an upcoming party at his home.Which characteristic influencing adoption rates does this represent?

Accepted Answer

A)  ​possibility of trial use
B)  ​complexity
C)  ​relative advantage
D)  ​observabilityE) A) and D)
F) None of the above

Question 19

Which of the following product categories is NOT regulated by the Consumer Product Safety Commission?​

Accepted Answer

A)  ​food
B)  ​bicycles
C)  ​furniture
D)  ​window blindsE) B) and D)
F) B) and C)

Question 20

​Which of the following is a common complaint among consumers regarding the widespread use of universal product codes (UPC) in retail stores?

Accepted Answer

A)  ​prices are not displayed on product packaging
B)  ​UPC are useful in marketing research and compromise consumer privacy
C)  ​use of UPC codes resulted in layoffs in the retail industry
D)  ​UPC scanners are expensive and led to higher prices in grocery storesE) B) and D)
F) A) and B)

Exam 13: Developing and Managing Brand and Product Categories

A national brand defines the image most people form when they think of a brand.

Correct Answer
verified

New-product committee members spend less time conceiving and developing their own new-product ideas than reviewing and approving new-product plans that arise elsewhere in the organization.

Correct Answer
verified

Consumer innovators are individuals who rely on the experiences of initial buyers before making trial purchases.

Correct Answer
verified

An effective label performs both promotional and informational functions.

Correct Answer
verified

A line extension involves the addition of new sizes,styles,flavors,or related products to an existing group of products.

Correct Answer
verified

Which of the following product categories is NOT regulated by the Consumer Product Safety Commission?

Correct Answer
verified

Which of the following is a common complaint among consumers regarding the widespread use of universal product codes (UPC) in retail stores?

Correct Answer
verified

The term "product positioning" refers to:

Correct Answer
verified

A _____ strategy concentrates on finding new markets for existing products.

Correct Answer
verified

Which of the following factors has helped increase the importance of packaging as a marketing tool?

Correct Answer
verified

Marketers opt for family brand names to distinguish dissimilar products.

Correct Answer
verified

The number of product liability lawsuits has fallen in recent years thanks to better designed products and more detailed regulations.

Correct Answer
verified

Match each item with the correct statement below. -A(n) _____ strategy focuses on developing entirely new products for new markets.

Correct Answer
verified

You are the manager for the consumer product adoption strategies department of your firm.Your job requires you to manage the third stage of the five-stage consumer product adoption process.Which of the following statements is true in regard to your job focus?

Correct Answer
verified

The brand of petroleum marketed by BP took a hit when the firm was implicated in the 2010 Gulf of Mexico oil spill.On which dimension of brand personality was BP primarily affected?

Correct Answer
verified

What are generic products? Give an example of a generic product.

Correct Answer
verified
Generic products are products characteri...
View Answer

A trademark is different from a trade name,which is usually used to identify a company.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

A memo from your firm's legal counsel reviews the branding elements that can receive trademark protection under United States law.You have just developed a unique shape for the bottle of a new body wash.Can this be trademarked?

Correct Answer
verified

Exam 13: Developing and Managing Brand and Product Categories

A national brand defines the image most people form when they think of a brand.

Correct AnswerverifiedShow Answer

New-product committee members spend less time conceiving and developing their own new-product ideas than reviewing and approving new-product plans that arise elsewhere in the organization.

Correct AnswerverifiedShow Answer

Consumer innovators are individuals who rely on the experiences of initial buyers before making trial purchases.

Correct AnswerverifiedShow Answer

An effective label performs both promotional and informational functions.

Correct AnswerverifiedShow Answer

A line extension involves the addition of new sizes,styles,flavors,or related products to an existing group of products.

Correct AnswerverifiedShow Answer

Which of the following product categories is NOT regulated by the Consumer Product Safety Commission?​

Correct AnswerverifiedShow Answer

​Which of the following is a common complaint among consumers regarding the widespread use of universal product codes (UPC) in retail stores?

Correct AnswerverifiedShow Answer

The term "product positioning" refers to:

Correct AnswerverifiedShow Answer

A _____ strategy concentrates on finding new markets for existing products.

Correct AnswerverifiedShow Answer

Which of the following factors has helped increase the importance of packaging as a marketing tool?

Correct AnswerverifiedShow Answer

Marketers opt for family brand names to distinguish dissimilar products.

Correct AnswerverifiedShow Answer

The number of product liability lawsuits has fallen in recent years thanks to better designed products and more detailed regulations.

Correct AnswerverifiedShow Answer

Match each item with the correct statement below. -A(n) _____ strategy focuses on developing entirely new products for new markets.

Correct AnswerverifiedShow Answer

You are the manager for the consumer product adoption strategies department of your firm.Your job requires you to manage the third stage of the five-stage consumer product adoption process.Which of the following statements is true in regard to your job focus?​

Correct AnswerverifiedShow Answer

​The brand of petroleum marketed by BP took a hit when the firm was implicated in the 2010 Gulf of Mexico oil spill.On which dimension of brand personality was BP primarily affected?

Correct AnswerverifiedShow Answer

What are generic products? Give an example of a generic product.

Correct AnswerverifiedGeneric products are products characteri...View AnswerShow Answer

A trademark is different from a trade name,which is usually used to identify a company.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

​A memo from your firm's legal counsel reviews the branding elements that can receive trademark protection under United States law.You have just developed a unique shape for the bottle of a new body wash.Can this be trademarked?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Which of the following product categories is NOT regulated by the Consumer Product Safety Commission?

Correct Answer
verified

Which of the following is a common complaint among consumers regarding the widespread use of universal product codes (UPC) in retail stores?

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

You are the manager for the consumer product adoption strategies department of your firm.Your job requires you to manage the third stage of the five-stage consumer product adoption process.Which of the following statements is true in regard to your job focus?

Correct Answer
verified

The brand of petroleum marketed by BP took a hit when the firm was implicated in the 2010 Gulf of Mexico oil spill.On which dimension of brand personality was BP primarily affected?

Correct Answer
verified

Correct Answer
verified
Generic products are products characteri...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

A memo from your firm's legal counsel reviews the branding elements that can receive trademark protection under United States law.You have just developed a unique shape for the bottle of a new body wash.Can this be trademarked?

Correct Answer
verified