Q&A Hero

Q: The Toro Company makes Toro snow blowers, Toro lawn mowers, Toro yard tools, and Toro sprinkler systems. The Toro Company uses a __________ branding strategy. A. multibranding B. family branding C. co-branding D. uniform branding E. mixed branding

Q: When the Floral Council, a trade association of flower shop retailers, advertises that giving flowers is a thoughtful and appreciated gift for any occasion, it is trying to stimulate __________ demand. A. selective B. primary C. derived D. generic E. secondary

Q: Another name for multiproduct branding is __________. A. family branding B. mixed branding C. uniform branding D. co-branding E. multibranding

Q: When the Egg Farmers of Canada implemented its "Get Cracking" advertising campaign, the organization was trying to stimulate __________ demand. A. secondary B. selective C. derived D. generic E. primary

Q: Which of the following is a multiproduct branding strategy? A. mixed branding B. product line extensions C. multibranding D. brand licensing E. private branding

Q: During the introduction stage of the product life cycle, promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand. The consumer demand that is stimulated is referred to as __________ demand. A. selective B. primary C. derived D. generic E. secondary

Q: Multiproduct branding refers to a branding strategy __________. A. that involves giving each product a distinct name when each brand is intended for a different market segment B. that uses different brand names for the same product across multiple countries C. in which a company uses one name for all its products in a product class D. in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer E. in which a company uses a contractual agreement to allow someone else to use its brand name for a fee

Q: Promotional expenditures at the introduction stage of the product life cycle are best spent on __________. A. contests and sweepstakes to stimulate selective demand B. product samples to create secondary demand C. advertising to cultivate primary demand D. personal endorsements to generate word of mouth demand E. coupons to maintain brand loyalty or static demand

Q: A branding strategy in which a company uses one name for all its products in a product class is referred to as __________. A. global branding B. public branding C. multibranding D. brand licensing E. multiproduct branding

Q: Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers. Such expenditures are often made to stimulate primary demand, or desire for the product __________, rather than for a specific brand, when there are few competitors with the same product. A. class B. form C. item D. mix E. concept

Q: Figure 10-6 Companies can employ several different branding strategies. In Figure 10-6 above, D represents a __________ strategy. A. retailer branding B. multiproduct branding C. multibranding D. private branding E. mixed branding

Q: Gillette spent $200 million in advertising to introduce the Fusion razor to male shavers. Such expenditures are often made to stimulate __________, the desire for the product class, rather than for a specific brand, when there are few competitors with the same product. A. secondary demand B. introductory demand C. primary demand D. discretionary demand E. selective demand

Q: Figure 10-6 Companies can employ several different branding strategies. In Figure 10-6 above, C represents a __________ strategy. A. retailer branding B. multiproduct branding C. multibranding D. private branding E. mixed branding

Q: The desire for a product class rather than for a specific brand is called __________ demand. A. selective B. primary C. derived D. generic E. secondary

Q: Figure 10-6 Companies can employ several different branding strategies. In Figure 10-6 above, B represents a __________ strategy. A. retailer branding B. multiproduct branding C. multibranding D. private branding E. mixed branding

Q: The initial purchase of a product by a consumer is referred to as a(n) __________. A. product sampling B. first buy C. trial D. assessment E. examination period

Q: Figure 10-6 Companies can employ several different branding strategies. In Figure 10-6 above, Box A represents a __________ strategy. A. retailer branding B. multiproduct branding C. multibranding D. private branding E. mixed branding

Q: Over a decade ago, Survivor premiered as a nighttime reality TV show during the summer season when TV ratings are normally low and TV viewing options consisted primarily of reruns. The marketing goals for the first show included making television viewers aware of its existence and generating enough excitement about the show so that millions of viewers would watch the first episode. Based on this description, the TV show was in what stage of its product life cycle? A. introduction B. growth C. maturity D. decline E. accelerated development

Q: Companies can employ four general branding strategies, which include: (1) multiproduct branding; (2) multibranding; (3) private branding; and (4) __________. A. retailer branding B. intermediary branding C. brand licensing D. mixed branding E. co-branding

Q: One type of product that is new to the market is the smart watch, capable of tracking physiological functions and communicating with other devices. According to the product life cycle framework, what marketing objective(s) should producers of smart watches primarily focus on currently? A. stress differentiation from other available watches B. maintain customer loyalty C. allow viewers to purchase in alternative channels D. gain awareness and stimulate trial E. target those with active lifestyles

Q: Companies can employ four general branding strategies, which include: (1) multiproduct branding; (2) multibranding; (3) __________; and (4) mixed branding. A. retailer branding B. intermediary branding C. private branding D. brand licensing E. co-branding

Q: Marketing for a product in the introduction stage of its product life cycle should focus primarily on gaining awareness and which other marketing objective? A. stress differentiation B. stimulate trial C. foster brand loyalty D. maximize distribution E. target a marketing niche

Q: Companies can employ four general branding strategies, which include: (1) multiproduct branding; (2) __________; (3) private branding; and (4) mixed branding. A. multibranding B. retailer branding C. intermediary branding D. brand licensing E. co-branding

Q: The marketing objective for a product in the __________ stage of the product life cycle is to create consumer awareness and stimulate trial. A. introduction B. growth C. maturity D. decline E. accelerated development

Q: Companies can employ four general branding strategies, which include: (1) __________; (2) multibranding; (3) private branding; or (4) and mixed branding. A. retailer branding B. intermediary branding C. brand licensing D. multiproduct branding E. co-branding

Q: The lack of profit in the introductory stage of the product life cycle is very often the result of __________. A. pricing the product too low in an attempt to quickly gain market share B. targeting the wrong target market segment C. a lack of wholesaler support D. the large investment costs in product development E. ineffective execution of the marketing program

Q: IKEA sells a portable workbench called the FAHRTFULL. The product has many positive features, and in German or Swedish markets, the name describes the product's features well (fahrt meaning travel). This brand name in the United States, however, may not be as effective due to __________. A. disappointment when the product fails to perform as the brand name implies B. the poor attempt at humor, which makes consumers question product quality C. governmental restrictions on brand names that read or sound like bodily functions D. its unfavorable phonetic and semantic associations in English E. difficulty in showing "fahrtfull" in German and Swedish advertising

Q: The __________ stage of the product life cycle occurs when a product is launched to its intended target market. A. concept B. introduction C. growth D. maturity E. decline

Q: 7Up is a lemon-lime carbonated soft drink that has been very successful in the United States. Dr. Pepper/Seven Up, Inc., the maker of 7Up, uses a family branding strategy to market 7Up worldwide. In China, sales have suffered since the brand name means "death through drinking." Which criterion for picking a good band name did Dr. Pepper/Seven Up, Inc. violate when it chose to use a family branding strategy to market 7Up in China? A. The name should have favorable phonetic and semantic associations in other languages. B. The name should be simple. C. The name should have no governmental restrictions. D. The name should suggest the product's benefits. E. The name should not be difficult to spell or pronounce.

Q: What is the marketing objective for the decline stage of the product life cycle? A. harvesting B. add outlets C. stress differentiation D. gain awareness E. maintain brand loyalty

Q: Kellogg's changed the name of its Heartwise cereal to Fiberwise most likely to __________. A. respond to a changing public interest from heart to intestinal health issues B. convey a stronger product image, since "heart" implied sentimentality and "fiber" implied strength C. comply with Food and Drug Administration guidelines on the use of the word "heart" in food brand names D. avoid a lawsuit by the makers of HeartPro Organic Cereal because they claimed the names and benefits were too similar E. complement its new line of breakfast fiber bars

Q: What is the marketing objective for the maturity stage of the product life cycle? A. begin deletion B. implement skimming C. stress differentiation D. gain awareness E. maintain brand loyalty

Q: A good brand name should suggest the product benefits; be memorable, distinctive and positive; fit the company or product image; be simple and emotional; __________; and have favorable phonetic and semantic associations in other languages. A. be humorous or mysterious B. have no legal or regulatory restrictions C. be easy to spell and pronounce D. contain no hidden meanings E. suggest an air of mystery

Q: What is the marketing objective for the growth stage of the product life cycle? A. minimize promotion B. increase market share C. stress differentiation D. gain awareness E. maintain brand loyalty

Q: When selecting a brand name, it should: (1) suggest product benefits; (2) be memorable, distinctive and positive; (3) fit the company or product image; (4) __________; (5) be simple and emotional; and (6) have favorable phonetic and semantic associations in other languages. A. never have a humorous connotation B. be easy to spell and pronounce C. be patented D. not be easily imitated E. have no legal or regulatory restrictions

Q: What is the marketing objective for the introduction stage of the product life cycle? A. harvesting B. market share C. stress differentiation D. maintain brand loyalty E. gain awareness

Q: In 1984, IBM launched the PCjr, its first low-priced, educational/home personal computer. Sales were poor because IBM most likely violated which criterion of picking a good brand name? A. The name was not distinctive nor memorable. B. The name did not fit the company image. C. The name had too many legal restrictions. D. The name was too confusing with both capital and lowercase letters. E. The name failed to suggest the product benefits.

Q: Figure 10-1 Figure 10-1 above represents the stages of the product life cycle. What does the curve labeled Y represent? A. total variable costs B. total fixed costs C. total industry profit D. total industry sales revenue E. total research and development costs

Q: A good brand name should: (1) suggest the product benefits; (2) be memorable, distinctive and positive; (3) __________; (4) have no legal or regulatory restrictions; (5) be simple and emotional; and (6) have favorable phonetic and semantic associations in other languages. A. never have a humorous connotation B. be easy to spell and pronounce C. fit the company or product image D. not be easily imitated E. be patented

Q: Figure 10-1 Figure 10-1 above represents the stages of the product life cycle. What does the curve labeled X represent? A. total variable costs B. total fixed costs C. total industry profit D. total industry sales revenue E. total research and development costs

Q: A good brand name should: (1) suggest the product benefits; (2) __________; (3) fit the company or product image; (4) have no legal or regulatory restrictions; (5) be simple and emotional; and (6) have favorable phonetic and semantic associations in other languages. A. never have a humorous connotation B. easy to spell and pronounce C. not be easily imitated D. be patented E. be memorable, distinctive, and positive

Q: Figure 10-1 Figure 10-1 above represents the stages of the product life cycle. What does the portion of the curve labeled D represent? A. introduction B. deceleration C. maturity D. destabilization E. decline

Q: Which of the following products has the brand name that best suggests its benefit according to the six criteria for selecting a good brand name? A. Spam canned meat B. Ken's salad dressing C. Formula 409 cleaner D. Match Light charcoal E. Bayer aspirin

Q: Figure 10-1 Figure 10-1 above represents the stages of the product life cycle. What does the portion of the curve labeled C represent? A. introduction B. maturity C. growth D. accelerated development E. decline

Q: The Make a Wish Foundation brand name is especially effective because it __________. A. is easy to spell and pronounce B. is not easily imitated C. suggests the service's benefits D. hints at a moral obligation E. is devoid of emotion

Q: Figure 10-1 Figure 10-1 above represents the stages of the product life cycle. What does the portion of the curve labeled B represent? A. introduction B. accelerated development C. growth D. maturity E. progression

Q: A good brand name should: (1) __________; (2) be memorable, distinctive, and positive; (3) fit the company or product image; (4) have no legal or regulatory restrictions; (5) be simple and emotional; and (6) have favorable phonetic and semantic associations in other languages. A. never have a humorous connotation B. suggest the product benefits C. not be easily imitated D. be patented E. easy to spell and pronounce

Q: Figure 10-1 Figure 10-1 above represents the stages of the product life cycle. What does the portion of the curve labeled A represent? A. introduction B. maturity C. growth D. launch E. preparation

Q: Luxottica Photo Ralph Lauren has a long-term __________ agreement with Luxottica Group, S.p.A. of Milan for the design, production, and worldwide distribution of prescription frames and sunglasses under the Ralph Lauren brand. The agreement is an ideal fit for both companies. Ralph Lauren is a leader in the design, marketing, and distribution of premium lifestyle products, while Luxottica is the global leader in the premium and luxury eyewear sector. A. brand licensing B. generic branding C. multiproduct branding licensing D. mixed branding E. co-branding

Q: The product life cycle refers to __________. A. the average life span of a product B. a concept that describes the stages a new product goes through from product concept to commercialization C. a concept that describes the stages a product goes through in the marketplace - early growth, accelerated development, maturity, and decline D. a concept that describes the stages a product goes through in the marketplace - introduction, growth, maturity, and decline E. the amount of time it takes a product innovation to completely diffuse in the marketplace

Q: Kemps Dairy makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy). Kemps Dairy pays Wrigley, the owner of the Life Savers brand name, a fee to market this product. This is an example of __________. A. generic branding B. reseller licensing C. mixed branding D. brand licensing E. co-branding

Q: A concept that describes the stages a product goes through in the marketplace - introduction, growth, maturity, and decline - is referred to as the __________. A. retail life cycle B. product life cycle C. marketing mix D. product growth cycle E. diffusion of product innovation

Q: Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes. Colgate pays Mattel a fee for the use of the Barbie name and image. This is an example of __________. A. brand licensing B. co-branding C. generic branding D. reseller licensing E. mixed branding

Q: The range of Gatorade offerings, from the traditional Gatorade Thirst Quencher to newly enhanced beverages conveying the attitude of a tough-love coach or personal trainer through in-your-face names on the label and nutrition benefits inside, are all examples of a company's commitment to __________ product improvement. A. dynamic B. discontinuous C. continuous D. symbiotic E. simultaneous

Q: Brand licensing refers to __________. A. the registration fee paid by a manufacturer to states, provinces, or countries in order to sell its products there B. a branding strategy in which the producer dictates the brand name to retailers for the products sold to their respective markets C. a branding strategy in which a company uses one name for all of its products D. a contractual agreement whereby a company allows another firm to use its brand name or trademark with its products or services for a royalty or fee E. a branding strategy in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer

Q: Gatorade Thirst Quencher displays the letter G front and center along with the brand's iconic bolt. According to the company, "G represents the heart, hustle, and soul of athleticism and will become a badge of pride for anyone who sweats, no matter where they're active." This is an example of __________ benefits of its packaging. A. perceptual B. functional C. communications D. physical E. tangible

Q: A contractual agreement whereby one company (licensor) allows its brand name or trademark to be used with products or services offered by another company (licensee) for a royalty or fee is referred to as __________. A. co-branding B. generic branding C. reseller licensing D. mixed branding E. brand licensing

Q: Gatorade offers a range of product offerings. The firm uses one name for all its products in a product class. Gatorade is using a __________ strategy. A. multibranding B. family branding C. co-branding D. dual branding E. mixed branding

Q: Brand equity provides a financial advantage for a brand's owner because successful, established brand names have an economic value in the sense that they are __________. A. tangible assets B. intangible assets C. durable goods D. nondurable goods E. intangible equity

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