Q&A Hero

Q: Since Gatorade Thirst Quencher was concocted in 1965, its marketers have introduced Gatorade Xtremo in 2002, Gatorade AM in 2007, and the Gatorade G Series in 2010, to name a few. These introductions are examples of __________. A. brand extensions B. subbranding C. primary demand D. product line extensions E. a product class

Q: Figure 10-5 Figure 10-5 above shows the sequential process of building brand equity. F represents the fourth and last step, which is to __________. A. elicit the proper consumer responses to a brand's identity and meaning B. develop positive brand awareness C. reward loyal customer behavior D. establish a brand's meaning in the minds of consumers E. create a consumer-brand connection

Q: When Gatorade introduced Gatorade AM as a morning workout beverage for those avoiding caffeine, it was using a __________ strategy. A. product modification B. brand modification C. market modification D. market-product extension E. diversification

Q: Figure 10-5 Figure 10-5 above shows the sequential process of building brand equity. The third step is to elicit the proper consumer responses to a brand's identity and meaning. This step consists of two dimensions, D and E, which stand for __________ and __________. A. brand identity; brand emotion B. brand performance; brand imagery C. consumer judgments; consumer feelings D. brand awareness; consumer-brand connection E. consumer feelings; brand imagery

Q: Which of the following statements regarding Gatorade's branding is most accurate? A. Gatorade uses the same formula for all its products and simply changes the brand name when introducing new flavors. B. Gatorade's success can be attributed to management's decision to find and then stick with one channel of distribution. C. Gatorade changed its color, packaging, and size of items in the product line for the domestic market so that they would not conflict with those marketed to foreign markets. D. Gatorade has used the same packaging since the product debuted in 1965. E. Gatorade has changed its product formulation, packaging, and advertising over the years in response to changes in the marketplace.

Q: Figure 10-5 Figure 10-5 above shows the sequential process of building brand equity. The second step is to establish a brand's meaning in the minds of consumers. This step consists of two dimensions, B and C, which stand for __________ and __________. A. brand performance; brand imagery B. brand identity; brand emotion C. consumer judgments; consumer feelings D. brand awareness; consumer-brand connection E. consumer feelings; brand imagery

Q: Gatorade is most likely in which stage of its product life cycle? A. introduction B. growth C. maturity D. decline E. fad

Q: Figure 10-5 Figure 10-5 above shows the sequential process of building brand equity. Segment A represents the first step, which is to __________. A. create a consumer-brand connection B. develop positive brand awareness C. reward loyal customer behavior D. establish a brand's meaning in the minds of consumers E. elicit the proper consumer responses to a brand's identity and meaning

Q: Gatorade is classified as a(n) __________ brand. A. domestic B. regional C. international D. global E. nationwide

Q: The four steps in the sequential process of building the brand equity pyramid include: (1) developing positive brand awareness; (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) __________. A. easing consumers' decision making B. forming a brand personality C. creating a consumer-brand connection D. rewarding loyal customer behavior E. developing brand licensing criteria

Q: Which of the following statements is most accurate? A. The name Gatorade was chosen because as an energy drink it gets you out of the gate fast. B. The name Gatorade was coined by a team who lost to the University of Florida Gators, attributing the Gator win to the aid it got from the rehydrating beverage. C. The green color of the original lemon-lime Gatorade was based on the University of Florida's alligator mascot. D. Gatorade was developed by PepsiCo as a cause-marketing project to provide resources for women's sports at University of Florida's as a result of the passage of Title IX in 1972. E. Gatorade is the only sports drink marketer that doesn't use sports celebrities to endorse its products.

Q: The fourth and last step in the sequential process of building brand equity is to __________. A. develop positive brand awareness B. establish a brand's meaning in the minds of consumers C. elicit the proper consumer responses to a brands identity and meaning D. create an intense, active, and loyal consumer-brand connection E. reward loyal customer behavior

Q: The four steps in the sequential process of building the brand equity pyramid include: (1) developing positive brand awareness; (2) establishing a brand's meaning in the minds of consumers; (3) __________; and (4) creating an intense, active, and loyal consumer-brand connection. A. forming a brand personality B. easing consumers' decision making C. developing brand licensing criteria D. rewarding loyal customer behavior E. eliciting the proper consumer responses to a brand's identity and meaning

Q: The third step in the sequential process of building brand equity is to __________. A. develop positive brand awareness B. establish a brand's meaning in the minds of consumers C. elicit the proper consumer responses to a brand's identity and meaning D. create a consumer-brand connection E. reward loyal customer behavior

Q: The four steps in the sequential process of building the brand equity pyramid include: (1) developing positive brand awareness; (2) __________; (3) eliciting the proper consumer responses to a brand's identity and meaning; and (4) creating an intense, active, and loyal consumer-brand connection. A. easing consumers' decision making B. forming a brand personality C. rewarding loyal customer behavior D. establishing a brand's meaning in the minds of consumers E. developing brand licensing criteria

Q: The second step in the sequential process of building brand equity is to __________. A. develop positive brand awareness B. establish a brand's meaning in the minds of consumers C. elicit the proper consumer responses to a brand's identity and meaning D. create a consumer-brand connection E. reward loyal customer behavior

Q: The first step in the sequential building process of brand equity involves __________. A. developing positive brand awareness B. creating a consumer-brand connection C. easing consumers' decision making D. eliciting the proper consumer responses to a brand's identity and meaning E. establishing a brand's meaning in the minds of consumers

Q: The four steps in the building brand equity include: (1) developing positive brand awareness and __________; (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. A. an association of the brand in consumers' minds with a product class or need lowering the price of products B. easing consumers' decision making C. incorporating higher value in products D. creating market modification

Q: Brand equity building steps are: (1) __________ and an association with a product class or need in consumers' minds to create 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. A. developing positive brand awareness B. lowering the price of products C. easing consumers' decision making D. incorporating higher value in products E. creating market modification

Q: Brand equity is the added value a brand name gives to a product beyond the functional benefits provided. This value has two distinct advantages: it creates a competitive advantage and __________. A. it guarantees the lowest prices B. decision making becomes easier for consumers C. there is no need for coupons, discounts, or other customer incentives D. customers are often willing to pay a higher price E. new market segments are easily added to the market-product grid

Q: Brand equity refers to __________. A. the resources invested to create a name, phrase, design, symbol, or combination of these to identify a firm's products and distinguish them from those of its competitors B. the difference between the revenues generated and the costs incurred to sell a product C. increasing the content contained within the brand's package without changing its size or increasing its price D. the net present value of the royalties the firm receives as a result of licensing its brand to other firms to manufacture and/or market E. the added value a brand name gives to a product beyond the functional benefits provided

Q: The added value a brand name gives to a product beyond the functional benefits provided is referred to as __________. A. brand parity B. brand net worth C. brand equity D. brand benefit E. brand enhancement

Q: When consumers think of Harley-Davidson, the image is of a masculine non-conformist. With Vespa motor scooters, they think of a brainy environmentalist. Both Vespa and Harley-Davidson __________. A. have developed brand personalities B. avoid brand subcultures C. are logotypes D. use co-branding E. use product personification

Q: Harley Davidson's __________ is based on masculinity, defiance, and rugged individualism. A. symbolic brand B. brand personality C. brand psychographics D. brand personification E. product personification

Q: Brand personality refers to __________. A. the personification of a brand in terms of its benefits B. a brand name that cannot be spoken C. a set of human characteristics associated with a brand name D. the added value a brand name gives to a product beyond the functional benefits provided E. the embedded association between a company spokesman or paid celebrity and the product itself

Q: A set of human characteristics associated with a brand name is referred to as __________. A. a symbolic brand B. a brand personality C. a brand psychographic D. brand personification E. product personification

Q: One of the primary benefits of branding for consumers is that branding __________. A. identifies products of highest quality B. guarantees lowest prices C. makes decision making easier for consumers D. indicates that products have more features E. makes advertising unnecessary

Q: For consumers, the primary benefit of branding is that __________. A. products tend to be higher in quality B. it helps consumers become more efficient shoppers C. branded items are more readily available in retail outlets D. branded items are usually more expensive because of the cost to register them with the Federal Trade Commission (FTC) E. they are often rewarded with buyer loyalty incentives

Q: Twitter uses a stylized blue or white bird with no text as its __________. A. copyright B. trade name C. trade mark D. logo E. label

Q: A brand name that cannot be spoken is referred to as a __________. A. label B. copyright C. trade name D. trade mark E. logo or logotype

Q: The swoosh that appears on every Nike product is an example of a __________. A. copyright B. trade name C. trademark D. brand name E. label

Q: The stylized blue and white waves that appear in an oval shape on every package of Ocean Spray brand products is an example of a __________. A. copyright B. trade name C. trade mark D. brand name E. label

Q: X-1 performs all of the following activities during the development stage of its new-product process EXCEPT: A. conduct safety tests B. conduct market tests C. use 3D drawings D. conduct functionality tests E. develop prototypes

Q: Industrial services are support products that include items such as A. stationery, paper clips, and brooms. B. tools and office equipment. C. buildings and fixed equipment. D. raw materials and component parts. E. maintenance, repair, and legal services.

Q: X-1 uses all of the following sources to generate new-product ideas EXCEPT: A. co-workers B. Team X-1 C. employees D. retail buyers E. R&D lab IDEO

Q: Among business products, which of the following would most likely be considered supplies? A. laser printer B. phosphoric acid C. cleaning service D. magnetic resonance imaging (MRI) scanner E. trash bags

Q: The initial target market for X-1 products consisted of __________. A. seniors who want easy-to-use TV remotes with large buttons B. athletes who want waterproof, sweatproof, and weatherproof audio equipment C. audiophiles who want HD Sirius/XM Satellite radio receivers in their homes D. consumers who want an inexpensive MP3 player like the old Sony Walkman E. smartphone users who want a "plug-in" device that lets them listen to AM radio on their smartphone

Q: Among business products, which of the following would most likely be considered supplies? A. photocopier B. sheet rock C. ink-jet printer cartridges D. cleaning service E. concert hall chairs

Q: Which of the following methods is commonly used in software development to speed up the development process? A. expedited time to market B. fast prototyping C. parallel development D. controlled test marketing E. concept testing

Q: Among business products, printer paper would be classified as which type of support product? A. installations B. accessory equipment C. supplies D. industrial services E. raw materials

Q: __________ often speeds up software development by using a "do it, try it, fix it" approach that encourages continuous improvement even after the initial design. A. Time to market B. Parallel development C. Test marketing D. Groupthink E. Fast prototyping

Q: Among business products, supplies usually consist of A. buildings and fixed equipment. B. items used in the manufacturing process and become part of the final product. C. tools and office equipment. D. items such as pens, batteries, and light bulbs. E. raw materials and component parts.

Q: Parallel development, involving the simultaneous development of both the product and the production process, is the responsibility of __________. A. cross-functional teams B. the marketing department C. research and development engineers D. product managers E. top management

Q: Supplies are support products that include items such as A. stationery, paper clips, and brooms. B. tools and office equipment. C. buildings and fixed equipment. D. raw materials and component parts. E. maintenance, repair, and legal services.

Q: Parallel development is the simultaneous development of both A. the product and promotion strategies. B. production and financing tactics. C. the product and the production process. D. production and selling methodologies. E. R&D and financial analysis.

Q: Among business products, drafting tables would be best considered which type of support products? A. installations B. accessory equipment C. supplies D. industrial services E. raw materials

Q: Speed or __________ is often vital in introducing a new product. A. perpendicular development B. time to market C. red tape cutting D. fast concepting E. delivery expediting

Q: Among business products, which of the following would most likely be considered accessory equipment? A. copper wiring B. a factory C. a cleaning service D. pneumatic nail gun E. ink-jet printer cartridges

Q: A new beverage by Snapple is currently being sold only in the western United States. Over the next year, Snapple plans to introduce the beverage into areas in the Midwest, and then the eastern U.S. This distribution strategy during commercialization is referred to as a A. limited rollout. B. phased rollout. C. regional rollout. D. market-product expansion. E. phased commercialization.

Q: Among business products, support products that include tools and office equipment are referred to as A. installations. B. supplies. C. raw materials. D. accessory equipment. E. components.

Q: Introducing new-products sequentially into geographic areas of the U.S. to allow production levels and marketing activities to build up gradually to minimize the risk of new-product failure is referred to as A. limited rollouts. B. phased rollouts. C. market-product expansion. D. regional rollouts. E. phased commercialization.

Q: Accessory equipment are support products that include items such as A. stationery, paper clips, and brooms. B. tools and office equipment. C. buildings and fixed equipment. D. raw materials and component parts. E. maintenance, repair, and legal services.

Q: If a new grocery product does not achieve a predetermined sales target, some retailers require a penalty payment by the manufacturer to compensate them for sales that its valuable shelf space was unable to generate. What is this type of payment called? A. an opportunity cost charge B. lost sales fee C. shelf space allowance D. product displacement fee E. a failure fee

Q: An extremely large machine for producing sheet metal from steel ingots would be classified as which kind of business products? A. installations B. finished goods C. supplies D. industrial services E. raw materials

Q: A failure fee is a penalty payment A. a retailer assesses a manufacturer to handle defective new products that customers returned. B. a wholesaler makes to a retailer as compensation for sales not made while the product was on the shelf. C. a retailer makes to a manufacturer for stockouts - not keeping point-of-purchase displays continuously stocked with the new product. D. a manufacturer makes to a wholesaler as compensation for case-lot sales not made to retailers. E. a manufacturer makes to compensate a retailer for devoting valuable shelf space to a product that fails to sell.

Q: Among business products, which of the following would most likely be considered an installation? A. a factory B. roof tiles C. a cleaning service D. a photocopier E. a drill press

Q: Kroger required that Birds Eye pay $15,000 per month to get its new Vegetable Quinoa Pilaf placed in the middle shelves in the frozen vegetable freezer section of all its supermarkets around the country. This payment is an example of aA. product placement fee.B. bribe.C. slotting fee.D. product support fee.E. shelf space allowance.

Q: Installations are support products that include items such as A. copy paper, mechanical pencils, and light bulbs. B. welding masks and computers. C. warehouses and automated assembly lines. D. lumber and engine parts. E. janitorial and legal services.

Q: Marketers pay slotting fees to grocers in payment for space - or slots - on their retail shelves. Such slotting fees significantly increase the cost of which stage of the new-product process? A. business analysis B. market testing C. screening and evaluation D. commercialization E. idea generation

Q: Among business products, support products include installations such as A. convenience products. B. buildings and fixed equipment. C. tools and office equipment. D. raw materials and component parts. E. maintenance, repair, and legal services.

Q: A slotting fee is a payment that a A. wholesaler makes to place a new product on a retailer's shelf. B. manufacturer makes to have a wholesaler distribute a new product to retailers. C. manufacturer makes to place a new product on a retailer's shelf. D. manufacturer makes to a wholesaler as compensation for warehousing inventory. E. manufacturer makes to a retailer as compensation for sales not made while the product was on the shelf.

Q: The type of business products known as support products includes installations, supplies, accessory equipment, and __________. A. complementary products B. materials C. industrial services D. derived products E. components

Q: The most expensive stage in the new-product process for most products and services is A. commercialization. B. screening and evaluation. C. business analysis. D. development. E. market testing.

Q: The type of business products known as support products includes installations, industrial services, accessory equipment, and __________. A. components B. supplies C. materials D. derived products E. complementary products

Q: Commercialization is the stage in the new-product process A. at which the product is positioned and launched in full-scale production and sales. B. during which the firm performs its final evaluations of the new-product. C. when second-year sales forecasts are compared to actual first-year sales figures using a marketing dashboard. D. when advertising campaigns are evaluated using Starch scores to identify brand awareness. E. at which the product generates the greatest sales and profits.

Q: The type of business products known as support products includes installations, industrial services, supplies, and __________. A. accessory equipment B. components C. derived products D. complementary products E. materials

Q: Commercialization refers to A. the point at which a new product has diffused throughout the marketplace. B. the introduction of an offering to sequential geographic areas of the U.S. C. exposing actual products to prospective consumers under realistic purchase conditions. D. the stage of the new-product process that positions and launches a new product in full-scale production and sales. E. the point where new-product concepts are transformed into prototypes.

Q: The type of business products known as support products includes installations, accessory equipment, supplies, and __________. A. industrial services B. components C. materials D. derived products E. complementary products

Q: The stage of the new-product process that positions and launches a new product in full-scale production and sales is referred to as __________. A. marketing program execution B. disbursement C. launch D. commercialization E. final distribution

Q: Products such as tools and repair services that are used to assist in producing other products and services are referred to as __________. A. components B. complementary products C. support products D. derived products E. materials

Q: Simulated test markets (STMs) are often run in shopping malls where consumers are A. asked how much a person is willing to pay for an unfamiliar item. B. asked whether they saw the firm's advertising campaign. C. questioned about how often they are likely to shop in that particular location. D. asked to identify differences between the consumer's behavioral intention and actual behavior regarding a firm's new product. E. questioned to identify product users and their likely consumption and media patterns.

Q: Installations, accessory equipment, supplies, and industrial services used to assist in producing other products and services are referred to as __________. A. components B. parts C. production goods D. raw materials E. support products

Q: Because of the time, cost, and confidentiality problems of test markets, consumer packaged goods firms often turn to __________, a technique that replicates a full-scale test market to a limited degree, often in a mall setting. A. partial rollouts B. screening and evaluation C. virtual reality testing D. time-to-market measures E. simulated test markets

Q: Raw materials, such as grain or lumber as well as assemblies or parts, are referred to as A. production goods. B. components. C. accessories. D. support products. E. raw assemblies.

Q: If a firm used IRI's BehaviorScan service to track sales of a new product made to a panel of consumers and assess the effectiveness of advertising and other promotion tactics, what type of test market is this? A. laboratory test market B. concept test market C. simulated test market D. controlled test market E. standard test market

Q: __________ are items that become part of the final business product. A. Components B. Accessories C. Support products D. Production goods E. Raw assemblies

Q: Which of the following statements about test marketing is most accurate? A. Test marketing is especially important for new services. B. Expensive consumer products must be test marketed in extremely upscale shopping malls to guarantee accurate results. C. Test marketing is better suited to relatively inexpensive new consumer goods than for new services. D. Test marketing is especially important for new, expensive industrial products. E. Standard test markets are the least expensive and fastest type.

Q: The two main classifications of business products are A. durable and nondurable products. B. components and support products. C. tangible and intangible products. D. consumer and industrial products. E. derived and maintenance products.

Q: Test marketing involves offering a product for sale A. to random sample of people in the top ten major cities of the U.S. B. in as broad a geographic region as possible. C. to consumers that are representative of the target market. D. on a limited basis in a defined area. E. only on certain days of the week and hours of the day.

Q: Heavy-duty Rayovac flashlights are sold to consumers throughout the United States. However, Philips manufactures the bulbs used in Rayovac flashlights. The quantity of bulbs Philips makes is related to how many flashlights Rayovac sells. This is an example of A. a tying arrangement. B. reciprocity. C. strategic alliance demand. D. relationship marketing. E. derived demand.