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Exam 9: Product Ii: Product Strategy, Branding, and Product Management

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Question 31

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How can a marketer use a package to communicate with consumers?

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A marketer can use a package to communic...

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Question 32

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Which of the following statements about brand equity is NOT true?

A) Brand equity means a brand has customer loyalty.
B) Brand equity refers to the brand's value to an organization.
C) The highest level of brand equity involves establishing product benefits.
D) Brand equity gives a firm the power to capture and hold onto a larger share of the market and to sell at prices with higher profit margins.
E) Brand equity can provide a competitive advantage.

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Question 33

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Which of the following is true about generic brands?

Each product will have a life cycle, although its exact shape and length is not known in advance. Briefly explain each step in the product life cycle.

Whenever a product line or a product family is extended, there is a risk of ________, which occurs when sales of an existing brand decline as the firm's current customers switch to the new product.

Why might ad expenditures be high for products in the introductory stage of the product life cycle?

Packaging plays an important role in communicating brand personality.

The size of the firm is the most important factor in determining whether a product category manager or market manager structure should be used.

Depending upon the organization, product management may include brand managers, product category managers, and market managers.

How is it possible for a company in the United States to have protection for a brand even if it has not legally registered it?

Panasonic markets a line of digital cameras that use Leica lenses. Leica lenses are legendary for their superb image quality. Panasonic is known for its consumer electronics. What marketing strategy are Panasonic and Leica implementing? Support your answer.

How does a product category manager differ from a market manager?

General Foods produces many different brands of coffee, including Brim, Maxim, Maxwell House, International Coffees, Sanka, and Yuban. Each brand is likely to have its own ________.

The marketing goal for a product in the growth stage of its product life cycle is to ________.

Which of the following most accurately describes a brand extension?

What is the difference between total quality management (TQM) and the Six Sigma process?

________ is the product life cycle period when sales fall off and profits drop.

A stock-keeping unit (SKU) is a unique identifier for each distinct brand.

Briefly explain the history of regulations concerning packaging and labels.

Active Beverages targets the same people who watch the Gravity Games and enjoy skateboarding, in-line skating, mountain biking, and other extreme sports. It makes high-energy drinks for this target market. It does not attempt to make any drinks that are not targeted to this market. Active Beverages uses a(n) ________.