Question 1

The decision to delete a product is never taken lightly because,generally,manufacturers

Accepted Answer

A)   have offered the product line to other firms for purchase.
B)   have made substantial investments in product development and manufacturing.
C)   have promised consumers they will maintain the product.
D)   have used brand repositioning to improve results.
E)   must meet federal standards when taking products off the market.F) C) and E)
G) A) and E)

Question 2

Why would a huge retailer like Walmart carry national brand products?

Accepted Answer

National brands are manufacturer's brand...

Question 3

Nike sells shoes,clothing,and athletic gear.These represent the breadth of Nike's products.

Accepted Answer

A) True 
 B)False

Question 4

Marketers need to think about the product offer on three levels.Which of the following levels includes associated services such as warranties,financing,support,and after-sale service?

Accepted Answer

A)   augmented product
B)   core customer value
C)   actual product
D)   modified product
E)   core productF) None of the above
G) A) and C)

Question 5

When manufacturers try to understand what customers are looking for,they are thinking about the _______ component of the product offer.

Accepted Answer

A)   core customer value
B)   associated services
C)   augmented products
D)   product support
E)   quality levelF) A) and C)
G) A) and B)

Question 6

Brands that are owned by ___________ are called private-label brands.

Accepted Answer

A)   manufacturers
B)   wholesalers
C)   supply chain specialists
D)   retailers
E)   manufacturer's repsF) B) and C)
G) All of the above

Question 7

Jenna always buys Stacy's brand pita chips.She does not even consider alternatives.Jenna is a __________ customer.

Accepted Answer

A)   price-sensitive
B)   brand-persuasion-oriented
C)   brand-association-oriented
D)   brand-extension-oriented
E)   brand-loyalF) B) and E)
G) B) and D)

Question 8

Brands enable customers to quickly differentiate one firm or product from another.

Accepted Answer

A) True 
 B)False

Question 9

What do the following brands have in common: Clorox,Kleenex tissues,and Xerox copiers?

Accepted Answer

They are all examples of brand...

Question 10

Another name for brand repositioning is

Accepted Answer

A)   strategic brand alteration.
B)   change management.
C)   rebranding.
D)   perception tracking.
E)   brand scaling.F) B) and E)
G) B) and D)

Question 11

When consumers associate a brand with a certain level of quality and familiar attributes,allowing consumers to make quick decisions,the brand

Accepted Answer

A)   establishes novelty.
B)   is the only one the consumer will consider.
C)   reduces delivery costs.
D)   facilitates purchasing.
E)   creates brand dilution.F) D) and E)
G) A) and E)

Question 12

Nora is deciding whether to purchase brand-name sneakers or a less expensive store brand.She has purchased other shoes with the same brand name in the past but was only marginally satisfied.In this situation,Nora is likely to purchase the store brand sneakers because they offer

Accepted Answer

A)   more brand awareness.
B)   higher degrees of brand loyalty.
C)   greater perceived value.
D)   a better brand image.
E)   more product line depth.F) C) and D)
G) A) and B)

Question 13

When a salesperson calls you to sell a cemetery plot,this is most likely what type of product?

Accepted Answer

A)   unsought product
B)   shopping product
C)   convenience product
D)   line extension
E)   secondary productF) A) and D)
G) B) and C)

Question 14

A company's product line consists of its various product mixes.

Accepted Answer

A) True 
 B)False

Question 15

When a company launches a new product line with an existing brand name,this is known as

Accepted Answer

A)   a brand extension.
B)   a line extension.
C)   a multi-brand.
D)   a new brand.
E)   co-branding.F) B) and C)
G) B) and D)

Question 16

For marketers,one of the benefits of having achieved brand loyalty is

Accepted Answer

A)   recognition through industry awards.
B)   lower marketing costs associated with reaching loyal customers.
C)   increased price sensitivity among loyal customers.
D)   greater concern about competitors' actions.
E)   few worries about copyright infringement.F) C) and E)
G) A) and C)

Question 17

Jake developed a toothpaste using only natural ingredients,and he has been quite successful selling the product in health food stores and some grocery stores.He has recently developed a toothbrush using bamboo and natural components.Jake is considering a __________,giving the toothbrush the same brand name as the toothpaste in order to create greater brand awareness.

Accepted Answer

A)   co-brand
B)   brand extension
C)   premium brand
D)   joint brand
E)   natural brandF) D) and E)
G) C) and E)

Question 18

Brand equity is calculated by subtracting sales of generic brands from the sales of branded items in a category.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is not one of the important functions of labels on products and packages?

Accepted Answer

A)   protecting against damage to the product
B)   providing consumer information to assist in purchasing
C)   identifying the brand and building brand image
D)   promoting the brand or complementary brands
E)   listing the ingredientsF) C) and D)
G) A) and E)

Question 20

Helena was surprised to learn that the car and home insurance agency she was just hired by does not have a CRM program.Why should the agency have a CRM program,and what CRM efforts should Helena recommend?

Accepted Answer

CRM is customer relationship management....

Exam 11: Product, Branding, and Packaging Decisions

Correct Answer
verified

A company's product line consists of its various product mixes.

Correct Answer
verified

Brands that are owned by ___________ are called private-label brands.

Correct Answer
verified

Nike sells shoes,clothing,and athletic gear.These represent the breadth of Nike's products.

Correct Answer
verified

Helena was surprised to learn that the car and home insurance agency she was just hired by does not have a CRM program.Why should the agency have a CRM program,and what CRM efforts should Helena recommend?

Correct Answer
verified
CRM is customer relationship management....
View Answer

When a salesperson calls you to sell a cemetery plot,this is most likely what type of product?

Correct Answer
verified

When manufacturers try to understand what customers are looking for,they are thinking about the _______ component of the product offer.

Correct Answer
verified

Brand equity is calculated by subtracting sales of generic brands from the sales of branded items in a category.

Correct Answer
verified

Why would a huge retailer like Walmart carry national brand products?

Correct Answer
verified
National brands are manufacturer's brand...
View Answer

Jenna always buys Stacy's brand pita chips.She does not even consider alternatives.Jenna is a __________ customer.

Correct Answer
verified

Brands enable customers to quickly differentiate one firm or product from another.

Correct Answer
verified

Nora is deciding whether to purchase brand-name sneakers or a less expensive store brand.She has purchased other shoes with the same brand name in the past but was only marginally satisfied.In this situation,Nora is likely to purchase the store brand sneakers because they offer

Correct Answer
verified

What do the following brands have in common: Clorox,Kleenex tissues,and Xerox copiers?

Correct Answer
verified
They are all examples of brand...
View Answer

Another name for brand repositioning is

Correct Answer
verified

When a company launches a new product line with an existing brand name,this is known as

Correct Answer
verified

For marketers,one of the benefits of having achieved brand loyalty is

Correct Answer
verified

The decision to delete a product is never taken lightly because,generally,manufacturers

Correct Answer
verified

Which of the following is not one of the important functions of labels on products and packages?

Correct Answer
verified

When consumers associate a brand with a certain level of quality and familiar attributes,allowing consumers to make quick decisions,the brand

Correct Answer
verified

Marketers need to think about the product offer on three levels.Which of the following levels includes associated services such as warranties,financing,support,and after-sale service?

Correct Answer
verified

Exam 11: Product, Branding, and Packaging Decisions

Correct AnswerverifiedShow Answer

A company's product line consists of its various product mixes.

Correct AnswerverifiedShow Answer

Brands that are owned by ___________ are called private-label brands.

Correct AnswerverifiedShow Answer

Nike sells shoes,clothing,and athletic gear.These represent the breadth of Nike's products.

Correct AnswerverifiedShow Answer

Helena was surprised to learn that the car and home insurance agency she was just hired by does not have a CRM program.Why should the agency have a CRM program,and what CRM efforts should Helena recommend?

Correct AnswerverifiedCRM is customer relationship management....View AnswerShow Answer

When a salesperson calls you to sell a cemetery plot,this is most likely what type of product?

Correct AnswerverifiedShow Answer

When manufacturers try to understand what customers are looking for,they are thinking about the _______ component of the product offer.

Correct AnswerverifiedShow Answer

Brand equity is calculated by subtracting sales of generic brands from the sales of branded items in a category.

Correct AnswerverifiedShow Answer

Why would a huge retailer like Walmart carry national brand products?

Correct AnswerverifiedNational brands are manufacturer's brand...View AnswerShow Answer

Jenna always buys Stacy's brand pita chips.She does not even consider alternatives.Jenna is a __________ customer.

Correct AnswerverifiedShow Answer

Brands enable customers to quickly differentiate one firm or product from another.

Correct AnswerverifiedShow Answer

Nora is deciding whether to purchase brand-name sneakers or a less expensive store brand.She has purchased other shoes with the same brand name in the past but was only marginally satisfied.In this situation,Nora is likely to purchase the store brand sneakers because they offer

Correct AnswerverifiedShow Answer

What do the following brands have in common: Clorox,Kleenex tissues,and Xerox copiers?

Correct AnswerverifiedThey are all examples of brand...View AnswerShow Answer

Another name for brand repositioning is

Correct AnswerverifiedShow Answer

When a company launches a new product line with an existing brand name,this is known as

Correct AnswerverifiedShow Answer

For marketers,one of the benefits of having achieved brand loyalty is

Correct AnswerverifiedShow Answer

The decision to delete a product is never taken lightly because,generally,manufacturers

Correct AnswerverifiedShow Answer

Which of the following is not one of the important functions of labels on products and packages?

Correct AnswerverifiedShow Answer

When consumers associate a brand with a certain level of quality and familiar attributes,allowing consumers to make quick decisions,the brand

Correct AnswerverifiedShow Answer

Marketers need to think about the product offer on three levels.Which of the following levels includes associated services such as warranties,financing,support,and after-sale service?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
CRM is customer relationship management....
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
National brands are manufacturer's brand...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
They are all examples of brand...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified