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Exam 11: Managing Successful Products, Services, and Brands

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Question 151

Multiple Choice

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A manufacturer's branding strategy in which a distinct brand name is given to each of its products is referred to as __________.

A) multiproduct branding
B) generic branding
C) product differentiation branding
D) mixed branding
E) multibranding

F) A) and D)
G) B) and C)

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Question 152

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Another name for multiproduct branding is __________.

A) mixed branding
B) uniform branding
C) corporate branding
D) co-branding
E) agent licensing

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

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Question 153

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The lack of profit in the introductory stage of the product life cycle is very often the result of __________.

If Proctor and Gamble (P&G) were to package a Gillette Fusion ProGlide Razor with its Old Spice Pure Sport Anti-Perspirant & Deodorant,P&G would be engaged in __________.

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) __________.

For more than 30 years,Starkist put 6.5 ounces of tuna into its regular-sized can.Today,Starkist puts only 6.125 ounces of tuna into the same-size can but charges the same price.Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price.There are two sides to the ethical argument about this practice: that of consumer advocates and that of manufacturers.What is the practice called and what is the basic position of each side?

A __________ product requires little learning by the consumer,and the benefits of the purchase are readily understood.

What is the difference between a brand name and a trade name? Give an example of each.

Companies can employ several different branding strategies.In Figure 11-7 above,"C" represents a __________ strategy.

A branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment is referred to as __________.

Apple launched its iPad in 2010 and in 2013 introduced the 4^th generation iPad Air,as shown in the photo above.The iPad,along with its companion iPad mini,have become the world's best tablet devices with their multitouch user interfaces and the availability of hundreds of thousands of "apps." The product class has experienced tremendous growth in terms of sales and the addition of formidable competitors such as Samsung Galaxy,Google Nexus,Sony Xperia,etc.-all vying for market share.Which stage of the product life cycle are the iPad and other tablets in?

The time a product can be stored before it spoils is referred to as its __________.

Seiko makes watches.It markets its higher quality watches under the Seiko or LaSalle brand name and its lower-priced watches are sold under the Pulsar brand.Seiko uses a __________ strategy.

All electric-powered automobiles such as the Tesla Motors Model S shown in the photo above are in which stage of its product life cycle?

What is multiproduct branding? What are its advantages? Disadvantages?

The four steps in the building brand equity include: (1) __________ and an association of the brand in consumers' minds with a product class or need to give the brand an identity; (2) establishing a brand's meaning in the minds of consumers; (3) eliciting the proper consumer responses to a brand's identity and meaning;and (4) creating an intense,active,and loyal consumer-brand connection.

The challenges of packaging and labeling are often global.Two of the particular types of challenges facing global manufacturers are health and safety concerns and __________.

If a firm's marketing dashboard displays a CDI under 100 for a consumer packaged good,such as General Mills' Warm Delights Minis,this indicates which of the following?

The two most common pricing alternatives for products in the introduction stage of the product life cycle are __________ and __________.

During the introduction stage of the product life cycle,a(n) __________ pricing strategy may be used.This pricing strategy charges a high initial price to recoup the costs of product development.