Marketing Chapter 11

Front 1

Imagine that Eveready has developed solar rechargeable batteries that cost only slightly moreto produce than regular batteries (less than the rechargeable batteries currently available) andcan be recharged by sunlight up to 5 times, after which they are meant to be discarded.Unfortunately, the production process cannot be patented, and competitors could arrive withina few months. Eveready's marketing efforts should include all the following EXCEPT

Back 1

skimming.

Front 2

A few years ago Who Wants to Be a Millionaire premiered as the first nighttime game show ina couple of decades. Once the show became a hit and televised several nights a week, othernetworks quickly created their own version of what they hoped to be a successful game showformat. Greed and Twenty-One are the names of but two of the new shows that were createdto compete with Who Wants to Be a Millionaire. At this point in time the nighttime televisedgame show entered which stage of its product life cycle?

Back 2

growth stage

Front 3

One aspect of a new company's goodwill strategy is for every shoe purchased in NorthAmerica, one free shoe is donated to a child in Africa. This aspect plays a major role inproduct branding that is referred to as a:

Back 3

social benefit brand

Front 4

A recent study of Canadian small businesses found that almost ________ percent believe thatbranding is critical to business success.

Back 4

85

Front 5

The stage in the product life cycle labelled "A" in Figure 11-1 is referred to as

Back 5

introduction

Front 6

The marketing strategy in the stage in the product life cycle labelled "B" in Figure 11-1 wouldinvolve:

Back 6

stressing points of difference

Front 7

The stage in the product life cycle labelled "C" in Figure 11-1 is called

Back 7

maturity

Front 8

The stage in the product life cycle labelled "D" in Figure 11-1 is called

Back 8

decline

Front 9

Which of the following is a characteristic of the growth stage of the product life cycle?

Back 9

advertising emphasis points of difference

Front 10

A technology company has just begun to make a profit on its DVD-R discs (DVD discs in arecordable format). Its promotional expenditures are aimed at trying to persuade potentialcustomers of the merits of its DVD-R discs. Even more money is being spent to develop thefirm's distribution system for its DVD-R discs. Since Apple's iMac now comes with a DVDrecorder as a standard part, a few other companies have started producing DVD-R discs forthe market. What stage of the product life cycle is the DVD-R in?

Back 10

growth stage

Front 11

An effective trademark and label can help thwart product:

Back 11

counterfeiting

Front 12

During the maturity stage of the product life cycle, profit declines because:

Back 12

counterfeiting

Front 13

During the maturity stage of the product life cycle, profit declines because:

Back 13

there is fierce price competition among sellers.

Front 14

The marketing objective of a firm whose product is in the maturity stage of the product lifecycle is to:

Back 14

maintain existing buyers since new ones are hard to find.

Front 15

Promotional expenses at the maturity stage of the product life cycle are often directedtowards:

Back 15

contests and games.

Front 16

Which of the following statements is a characteristic of the maturity stage of the product lifecycle?

Back 16

Industry sales revenue peaks, which is one stage after industry profit peaks

Front 17

DVD players were introduced to the market in the 1990s. Ninety-one percent of NorthAmerican homes own at least one DVD player. To maintain market share in the DVD playermarket and to get customers to purchase additional players, its manufacturers havecontinually provided for higher-quality recording capabilities and made the machines easier towatch and with different features that allowed for quicker location of recorded programs.Because the goal of DVD player manufacturers is to maintain brand loyalty and market share,the product category is in the _____ stage of its product life cycle. (Hint: do not consider Blurayplayers in your answer.)

Back 17

maturity

Front 18

Soft drinks, gas-powered automobiles, and DVD players are in the _______ stage of theirproduct life cycle.

Back 18

maturity

Front 19

Hershey's chocolate bars have been marketed in North America for more than 100 years, andare still a tremendous success, with a loyal following of consumers. The company beganadvertising several years ago to hold its market share, and it has introduced several distinctivenew products. What stage of the product life cycle are Hershey's chocolate bars competingin?

Back 19

maturity

Front 20

Sales and profits both exhibit a steady downward trend throughout which stage of the productlife cycle?

Back 20

decline

Front 21

Hybrid automobiles are in the ______ stage of the product life cycle.

Back 21

growth

Front 22

All products are assumed to have a complete product life cycle. Which of the following is NOTa reason why products ultimately decline?

Back 22

all consumers' wants and needs inevitably change

Front 23

All of the following occur during the decline stage of the product life cycle EXCEPT:

Back 23

the firm chooses the wrong marketing strategy, which results in an inappropriate marketingprogram for the target market.

Front 24

According to a recent study conducted by the Canadian Marketing Association, building aneffective brand is critical, yet becoming increasingly difficult and complex. All of the followingare trends that are impacting the ability to build effective brands, except:

Back 24

social concerns

Front 25

To handle products in the decline stage of the product life cycle, companies often use either:

Back 25

deletion or harvesting.

Front 26

As of 2012, which brand below was NOT part of Interbrand Report on the Top CanadianBrands:

Back 26

Apple

Front 27

Your product has been suffering from steadily eroding sales and profits. You have tried anumber of options to revitalize the product's sales and profits, but after seven changes in yourstrategy, you are yet to find success. Which of the following actions would be the LEASTappropriate next step?

Back 27

Retain the product, but increase marketing support costs.

Front 28

During the 1990s, there was a backlash against artificial colours in food and other consumerproducts. As a result, a lot of companies issued products that were clear. One example wasCrystal Pepsi. The product never really found a market and was ____, or dropped from thePepsi product line soon after its introduction.

Back 28

deleted

Front 29

Interbrand cites several factors that differentiate the Top Global and Canadian brandscompared to their peers. All of the following are factors, except:

Back 29

they are highly profitable and focus on consistent revenue growth

Front 30

Some social benefit brands are sometimes referred to as _________, if they focus onenvironmental sustainability.

Back 30

green brands

Front 31

Coca-Cola has realized that the market for their first diet cola, Tab, has been significantlydiminished, yet Coca-Cola still sells the product, without any major advertising to its nichemarket. Coca-Cola is engaging in product:

Back 31

Harvesting

Front 32

Implementing a harvesting strategy would mean that:

Back 32

advertising dollars are decreased

Front 33

With virtually no marketing support, Sanford continues to sell its Liquid Paper correction fluidfor use in typewriters, even in the era of word-processing equipment. This is an example of_______ during the decline stage of the product life cycle.

Back 33

harvesting

Front 34

When a product reaches the decline stage of the product life cycle, a firm has two choices.One choice involves product deletion, where a product is dropped from a firm's product line.Another less drastic choice is to retain the product in the product line, but to reduce marketingcosts. When this option called _____ is selected, advertising expenditures for the product arereduced and salespeople do not devote their efforts to selling the product.

Back 34

harvesting

Front 35

A strategy of harvesting may be employed in the decline stage of a product life to:

Back 35

maintain the ability to meet customers' requests.

Front 36

The Campbell Soup company advertises more heavily in warm months to encourageconsumers to think of soup as more than a cold-weather food. As Campbell Soup is trying toincrease use they are using a ___________________ strategy in managing the product lifecycle.

Back 36

market modification

Front 37

Generally, the average length of time it takes for a product category to move from theintroduction stage of its product life cycle to the decline stage is:

Back 37

unpredictable.

Front 38

There is no exact time that a product takes to move through its life cycle. As a rule:

Back 38

consumer products have shorter life cycles than business products.

Front 39

A new social media product comes onto the market. Which person's description below is mostlikely to adopt the product first?

Back 39

Jo: spends her time as a blogger for a local technology site

Front 40

An extended introduction stage of the product life cycle occurs for which type of product?

Back 40

high-learning

Front 41

Interactive television with video on-demand capabilities will change how people watchtelevision and how consumers access the Internet. What type of a product life cycle would beassociated with this product?

Back 41

high-learning

Front 42

An alternative product life cycle that results from products that are easily imitated bycompetitors, consumers who readily understand their benefits, and for which the appropriatemarketing strategy is to gain strong distributor outlets is characteristic of _____ products.

Back 42

ow-learning

Front 43

Gillette's Fusion razor has achieved $1 billion in worldwide sales in less than 3 years despitethe fact that it is a product that can be easily imitated by competitors. Consumers readilyunderstand its benefits, and Gillette has used an appropriate marketing strategy to gain strongdistributor outlets. These are characteristics of _____ products.

Back 43

low-learning

Front 44

Imagine Eveready has developed solar rechargeable batteries that cost only slightly more toproduce than regular batteries (less than the rechargeable batteries currently available) andcan be recharged by sunlight up to 5 times, after which they are meant to be discarded.Unfortunately, the production process cannot be patented, and competitors could arrive withina few months. Which of the following is the best description of the product life cycle of thisproduct?

Back 44

moderately slow introduction, followed by modest growth, gradually levelling off

Front 45

Bow ties, hemmed skirts, and tie-clips are most likely what type of products?

Back 45

fashion

Front 46

Which of the following products is the best example of a product that might experience anintroduction, a decline, and a reintroduction as part of its normal product life cycle?

Back 46

fishnet hose

Front 47

Which type of product has equally rapid introduction and decline stages of the product lifecycle?

Back 47

fad products

Front 48

Some singers sing a great song that shoots to the top of the chart. The singers go on tour andhave sold-out concerts everywhere they appear. Just as quickly (particularly if they are unableto follow their first hit song with a second one), they are singing to half-filled concerts and thento smaller clubs, and eventually no one wants to hear them perform. Such one-hit singers aremost likely categorized as _____ products.

Back 48

fad

Front 49

When consumers consider all types of household cleaners, they are considering the _____ ofhousehold cleaners. When consumers limit their choice of household cleaners to only thosethat come in spray bottles, they are considering a _____ of household cleaners.

Back 49

product class; product form

Front 50

Video game consoles would be considered a(n):

Back 50

Product class

Front 51

Sony's Playstation 4, Nintendo's Wii, and Microsoft's Xbox 360 are examples of:

Back 51

product forms.

Front 52

Video game consoles would be considered a(n):

Back 52

Product class

Front 53

Sony's Playstation 4, Nintendo's Wii, and Microsoft's Xbox 360 are examples of:

Back 53

product forms.

Front 54

Which statement below matches the following: "Product form into product class"?

Back 54

Xbox 360 into video game consoles

Front 55

Automobiles are an example of a ____, and SUVs are an example of a ____.

Back 55

product class; product form

Front 56

Greeting cards are an example of a ____, and Valentine cards are an example of a ____.

Back 56

product class; product form

Front 57

All of the following are criteria used by Interbrand to differentiate the Top Brands, except:

Back 57

innovation of the brand

Front 58

With diffusion of innovation:

Back 58

not all consumers accept a new product at the same time because adoption of a productspreads slowly throughout the population.

Front 59

The life cycle of a product depends on sales to customers. The shapes of life-cycle curvesindicate that most sales occur after the product has been on the market for some time. Theconcept that some people are attracted to a product early while others buy it only after theysee their friends with the product is called the:

Back 59

diffusion of innovation.

Front 60

All of the following are categories of consumers based on when they purchase a new product,the information sources they use, and their risk-taking orientation EXCEPT:

Back 60

initiators.

Front 61

The largest numbers of product adopters with respect to the diffusion of innovation are foundamong:

Back 61

early majority and late majority.

Front 62

As product adopters, innovators typically:

Back 62

are venturesome, better educated than other product adopters, and use multipleinformation sources.

Front 63

According to research and averages, compared to someone who has only a high schooleducation, those with a university education are more likely to be:

Back 63

early adopters.

Front 64

Buyers of products at a grocery store chain such as Whole Foods or Goodness Me, are morelikely to be which kind of product adopter?

Back 64

early majority

Front 65

As product adopters, members of the late majority typically:

Back 65

are skeptical and have below average social status.

Front 66

Brandy lives next door to you and is always asking for your opinion when it comes to buyingproducts. For example, she just asked your opinion on what kind of Blu-Ray player to buy!Brandy is most likely a(n):

Back 66

laggard

Front 67

When the personal computer was first introduced, industry analysts predicted that very fewwould be sold. However, a short time after the product was made available, consumers whowere young, highly educated, adventuresome, and who were well informed began buyingpersonal computers. While those buyers were relatively few in number, the marketers ofcomputers were encouraged because other, less adventuresome consumers would likelyadopt personal computers later. According to the product adoption classification, those firstbuyers of personal computers were:

Back 67

innovators.

Front 68

Imagine Post Cereal introduces a cereal bar just like the ones Kellogg's and Quaker alreadyhave on the market. Post has decided to promote the bars using ads without coupons and toprice the bars at about the same price as the other brands. Post Cereal bars will also bedistributed to the same stores as the Kellogg's and Quaker products. Which of the followingbarriers to new product adoption will most likely prevent the Post Cereal bars from being asuccessful product?

Back 68

value barrier

Front 69

A new exercise video contends that with one day of fasting and one-hour period of intensecardiovascular exercise, the average individual can lose five pounds a week and be in peakhealth within six months of starting the program. The new product may fail because theproduct's claims are not consistent with what consumers do and how they think. This is anexample of a ______________ barrier.

Back 69

usage

Front 70

Why would the manufacturer of a new all-natural-ingredient shampoo and conditioner put freesamples of the product in Sunday newspapers?

Back 70

to encourage product adoption

Front 71

Introduced by Procter & Gamble in 1928, and used by such consumer goods firms as GeneralFoods and Frito-Lay and by industrial firms such as Intel and Hewlett-Packard, the productmanager manages the marketing efforts for:

Back 71

a close-knit family of products or brands.

Front 72

Chris works at Whirlpool and is responsible for managing the product life cycle of a newversion of dishwasher. Chris is most likely a(n):

Back 72

brand manager.

Front 73

Dockers, which makes khaki pants for men and other business wear, unveiled a new productthat was water and stain repellent. They highlighted this product with commercials of clumsybusinessmen spilling coffee on their pants, only to watch it run right off and not stain. Thesepants would be considered a:

Back 73

Product modification

Front 74

Twenty years ago, the Mississippi Gulf Coast was a nice place to vacation with a white sandybeach, golfing opportunities, resort hotels, and good seafood restaurants. With the addition ofcasinos, the Gulf Coast improved its odds of being a tourist destination for more travelers. Thisis an example of:

Back 74

product modification.

Front 75

Alka-Seltzer was made originally as a hangover remedy that cured the headache and settledthe stomach. Today, you can purchase Original Alka-Seltzer, Extra Strength Alka-Seltzer,Alka-Seltzer Morning Relief (for morning headaches and fatigue), and Alka-Seltzer HeartburnRelief. To extend the product's sales to new markets, the makers of Alka-Seltzer have used:

Back 75

product modification.

Front 76

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quitea while. The product's recent introduction of a DiGiorno cheese stuffed crust is an example of_____ and should attract new buyers.

Back 76

product modification

Front 77

Campbell's Soup ran an advertisement that read: "Our Soups: No Longer Just For Colds andSick-Days!" Campbell's was attempting:

Back 77

Market modification

Front 78

When Coca-Cola promoted Coke as a morning beverage when you didn't want coffee, it wasusing:

Back 78

market modification.

Front 79

Tums, which has long been used for reducing heartburn, is now being promoted as a sourceof calcium for the prevention of osteoporosis. Its manufacturer is using which of the followingmarket modification strategies?

Back 79

creating new use situations

Front 80

Finding new uses for an existing product has been a major strategy in extending the life ofArm & Hammer Baking Soda. The product (unchanged from its original formula) is now beingpromoted as a dentifrice; a deodorizer for cat litter, carpeting, and refrigerators; and a fireextinguisher. Arm & Hammer is:

Back 80

creating new use situations through a market modification strategy.

Front 81

Major North American car manufacturers are offering buying incentives to newly graduatedcollege students who traditionally have little or no credit. Car manufacturers are using which ofthe following market modification strategies?

Back 81

finding new users

Front 82

The Upjohn Company first targeted men for its Rogaine topical solution, a drug to restore hairgrowth, but later marketed this product to women. The Upjohn Company is using which of thefollowing market modification strategies?

Back 82

finding new users

Front 83

Consumer advocates believe the practice of downsizing by consumer products firms hasresulted in:

Back 83

a subtle, yet deceptive practice of taking advantage of consumers' buying habits by offeringless product content in the same or larger package while maintaining or increasing theprice.

Front 84

An established shoe company decided to refocus their shoes towards seniors who wanted acomfortable everyday shoe, as their current market was very competitive. This shoe companyengaged in:

Back 84

product repositioning.

Front 85

All of the following are factors that trigger product repositioning as a marketing actionEXCEPT:

Back 85

copying competitors' sales promotion strategies to increase the trial and repeat purchasebehaviour of consumers relative to the firm's product.

Front 86

Sealy, the largest manufacturer of mattresses in North America, recently set out to redefine itsplace in the bedrooms of consumers. No longer was it going to be associated as a mattresscompany. Henceforth, the name Sealy was going to be known as the world's leading "sleepwellness provider." This is an example of:

Back 86

repositioning.

Front 87

New Coke was repositioned as a slightly sweeter, less filling soft drink because the Coca-ColaCompany discovered that its 1984 market share in supermarkets was 2 percent behind Pepsi.This product repositioning strategy was:

Back 87

a reaction to a competitor's position.

Front 88

Harry & David is a catalogue retailer. At its inception, the company sold fruit baskets andpopularized the "Fruit of the Month" concept. Since then the company has abandoned thisrestrictive definition of itself, expanded its product mix, and used its promotion to explain that itis the source of the perfect gift for every occasion. Harry & David used a _____ strategy.

Back 88

repositioning

Front 89

Snickers candy bar was repositioned from a candy bar to a snack food through commercialsthat showed the busy people satisfying their hunger with a Snickers bar. Mars, Inc., used thisstrategy with its Snickers bar to:

Back 89

reach a new market.

Front 90

For many years, Kellogg's Frosted Flakes, a ready-to-eat breakfast cereal, was perceived as acereal for children. Tony the Tiger, a cartoon character, extolled Frosted Flakes, andadvertisements depicted children enjoying the product in competitive situations. Recently, inresponse to declining sales of the Frosted Flakes, the cereal-maker has adopted a new seriesof advertisements that show adults admitting they enjoy Frosted Flakes, too. Kellogg's isattempting to:

Back 90

reposition its product.

Front 91

Pretzels were first introduced as a salty snack. Later the product was repositioned as a low-fatsnack to:

Back 91

catch a rising trend.

Front 92

An aging baby boomer population has led to increased interest in developing and marketingproducts to satisfy the need of this potentially large market. As a result moisturizing creamslike Oil of Olay are now positioned as "age-defying" creams. This is an example of which of thefour factors that may trigger a repositioning action?

Back 92

catching a rising trend

Front 93

Which of the following product life cycle management strategies requires a change in thephysical product?

Back 93

changing the value offered

Front 94

Mass merchandisers, such as Sears Canada, Zellers, and The Bay, can _______ by addingdesigner clothes sections to their stores.

Back 94

trade up

Front 95

A car manufacturer revealed a type of gas tank, that, even though, you gauge says ‘empty'you still have an additional 50km left in the tank to get you to the nearest gas station. This isan example of:

Back 95

adding product features and using higher quality product materials

Front 96

Airlines have added more seats, thus reducing leg room, and eliminated extras, such as snackservice and food portions. This is an example of:

Back 96

trading down

Front 97

Kmart stores hoped to add perceived value to the store's merchandise by adding the MarthaStewart product line, which is perceived as being of a higher quality. This product line additionwas an example of:

Back 97

trading up.

Front 98

A hotel chain has stripped out all non-essential services such as breakfast and Wi-Fi. In doingso, the hotel chain is:

Back 98

reducing the number of features, quality, or price of a product.

Front 99

Pepsi manufacturers a number of different brands, such as Fritos-Lay. Fritos-Lay recentlyunveiled their 2014 line of chip products, which, instead of being 500gram bags, were now450gram bags with ‘enhanced flavor,’ although no consumer could tell the difference withenhanced flavor. The new 450gram bags sold at the same price as the original 500gram bags.This is an example of:

Back 99

Downsizing

Front 100

Downsizing is reducing the:

Back 100

content of a package without changing its size while maintaining or increasing the packageprice.

Front 101

Since the creation of the Hershey candy bar over 100 years ago, the price of chocolate hasfluctuated, but the price of the candy bar has slowly risen. In fact, when the price of chocolatehad dramatic price fluctuations over a three-year period, the price of a Hershey's candy barremained the same. When the price of chocolate was very high, Hershey's was able tomaintain its profits by making the bars smaller. Hershey's engaged in:

Back 101

downsizing.

Front 102

The Nike Swish, Adidas symbol, and Apple's apple are examples of:

Back 102

branding.

Front 103

TD bank always uses green colouring in all of their advertisements, while RBC always usesblue colouring in all of their advertisements. These are part of their respective:

Back 103

brand names

Front 104

A brand name is:

Back 104

any word, device (design, sound, shape or colour), or combination of these used todistinguish a seller's goods or services.

Front 105

The stylized blue and white waves in an oval shape that appear on every package of OceanSpray brand products is an example of a:

Back 105

brand name.

Front 106

A trade name is:

Back 106

the commercial, legal name under which a company does business.

Front 107

A trademark is:

Back 107

the identification that a firm has legally registered its brand name or trade name so the firmhas its exclusive use.

Front 108

Amazon formally registered the name of their tablet, Kindle, with the Canadian IntellectualProperty Office (CIPO). In essence, Amazon was registering the __________ of the Kindle.

Back 108

trademark

Front 109

The marketing of low-cost copies of popular brands not manufactured by the original produceris called:

Back 109

product counterfeiting.

Front 110

When Rose went shopping for a new purse, she thought she had found a real value—a Guccipurse for about 50% of what she was planning to pay. When she looked more closely, shenoticed that although the purse was identical to a Gucci it was not manufactured by Gucci.This was probably an example of:

Back 110

product counterfeiting.

Front 111

Lululemon products are seen as fit, healthy, and community focused. These characteristicsare referred to as Lululemon's:

Back 111

brand personality

Front 112

When consumers think of Harley-Davidson, the image of a masculine, non-conformist is thelikely associated with that brand name. With the Vespa motorscooters, the image is morelikely to be a brainy environmentalist that wears polyester and socks that don't match. BothVespa and Harley-Davidson:

Back 112

have brand personalities.

Front 113

Brand equity is:

Back 113

the added customer value a given brand name gives to a product beyond the functionalbenefits provided.

Front 114

The primary benefit of branding for consumers is branding makes:

Back 114

consumers more efficient shoppers.

Front 115

By using the logos of NHL hockey teams on their credit cards, VISA, most likely engaged in____________ with each NHL hockey team.

Back 115

brand licensing

Front 116

By purchasing the latest Apple product, die-hard Apple enthusiasts add value to the brand. Forexample, this is accomplished by queuing up for several days to be the first in line anddemonstrating to passersby how important the new product is. This is referred to as Apple's:

Back 116

brand equity

Front 117

Mattel has contractually agreed 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 andimage. This is an example of:

Back 117

brand licensing.

Front 118

All of the following are criteria for selecting a good brand name EXCEPT:

Back 118

suggests product features.

Front 119

Imagine the President of Black Stoves, Inc. is thinking about developing a new brand name forthe company's line of wood stoves with catalytic converters. The stove because of its designalso conserves wood because it burns slowly. The brand name he is considering is The FastOne. Why is this brand name choice NOT the best one?

Back 119

The name should suggest the product benefits.

Front 120

Use the five criteria for selecting a good brand name to determine which of the following is thebest choice?

Back 120

Match Light charcoal

Front 121

Going to the Industry Canada Intellectual Property website allows you to:

Back 121

see if a brand or trade name has been registered.

Front 122

Honda Civic, Honda Riding Lawn Mowers, and Honda car wash products are all part of a(n)__________ strategy for Honda.

Back 122

multiproduct branding

Front 123

Which statement below is likely not part of a company's multiproduct branding strategy:

Back 123

Colgate Toothpaste, Bausch & Lomb Contacts, and Mr. Clean

Front 124

With family branding, a company uses _________ name(s) for all its products in a productclass.

Back 124

one

Front 125

Multiproduct branding is:

Back 125

a branding strategy in which a company uses one name for all of its products.

Front 126

A positive outcome of using a multiproduct branding strategy is:

Back 126

product line extensions

Front 127

All products sold by the Tabasco Company are sold using the Tabasco brand. This is anexample of:

Back 127

multiproduct branding.

Front 128

Christopher Brosius, the maker of Demeter fragrances, knew that fragrance manufacturerscombined several scents to create a perfume. He realized these fragrances smell wonderfulon their own. He has bottled more than 150 different individual scents such as Woodsmoke,Lobster, and Chocolate. Each fragrance is sold using the Demeter brand name. Brosius uses_____ to market Demeter fragrances.

Back 128

family branding

Front 129

Every product manufactured by the SlimFast Company carries the SlimFast brand name. TheSlimFast Company uses:

Back 129

multiproduct branding.

Front 130

When a company uses line extension it is:

Back 130

manufacturing a new product with the same brand name that consumers will view as alogical addition to the original product line for a new market segment in the same productclass.

Front 131

Bayer aspirin is sold in the original strength, in a safety-coated version, in an extra-strengthversion, and in a version designed especially for women. The manufacturer of Bayer aspirin isusing:

Back 131

line extension

Front 132

Which of the following statements about line extension is true?

Back 132

A line extension is used with multibranding.

Front 133

Gatorade G2 is an example of:

Back 133

sub-branding.

Front 134

When Zippo Lighters began manufacturing Zippo Hoodies and Zippo Beer, these wereexamples of a(n):

Back 134

brand extension

Front 135

Gerber had tremendous brand equity with its baby food. The use of a _____ strategy to use theGerber name on a bibs, plastic baby bottles, and pacifiers seemed logical.

Back 135

brand extension

Front 136

The pairing of two brand names of two manufacturers on a single product is called:

Back 136

co-branding.

Front 137

Post Oreo cereal consists of chocolate cereal pieces that taste a lot like Nabisco's Oreocookies. This cereal is an example of:

Back 137

co-branding.

Front 138

Co-branding benefits firms in each of the following ways EXCEPT:

Back 138

by allowing them to strengthen their position in one product class.

Front 139

Frito-Lay introduced Santitas-brand tortilla chip to go head-to-head against regional tortillachip brands that were biting into the sales of its flagship Doritos- and Tostitos-brand tortillachips. The launch of Santitas would be considered a _____________ for Frito-Lay.

Back 139

fighting brand

Front 140

Examples such as, Petro-Canada and A&W, Holiday Inn and Pizza Hut Express, RenaissanceHotels with Bath & Body Works, and WestJet and Bell in delivering an in-flight experience toWestJet guests, are all examples of:

Back 140

co-branding.

Front 141

Multibranding is:

Back 141

a branding strategy that involves giving each product a distinct name.

Front 142

Mars, Inc. sells Snickers, Milky Way, Twix, Skittles, Dove, Starburst, M&Ms, and ThreeMusketeer candy. This variety of names is typical of a _____ strategy.

Back 142

multibranding

Front 143

One downside of using a multibranding strategy is:

Back 143

complexity and expense of implementation

Front 144

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

Back 144

multibranding

Front 145

Marriott International offers 14 hotel and resort brands, each suited for a particular travellerexperience and budget. To illustrate, Marriott Marquis hotels and Vacation Clubs offer luxuryamenities at a premium price. Marriott and Renaissance hotels offer medium- to high-pricedaccommodations. Courtyard hotels and TownePlace Suites appeal to economy-mindedtravellers, whereas the Fairfield Inn is for those on a very low travel budget. Marriott uses a_____ strategy.

Back 145

multibranding

Front 146

Some multibrand companies introduce new product brands as defensive moves to counteractcompetition. Called _______, their chief purpose is to confront competitor brands.

Back 146

fighting brands

Front 147

Which consumer benefit is enhanced when a soup company decides to include a recipe on allof their cans of cream of mushroom soup?

Back 147

communication

Front 148

Mattel launched its Flava brand of hip-hop fashion dolls in response to the popularity of Bratzbrand dolls sold by MGA Entertainment, which were attracting the 8- to 12-year-old girlsegment of Barbie brand sales. Flava would be an example of a _______.

Back 148

fighting brand

Front 149

Loblaws' very successful President's Choice is an example of:

Back 149

private branding.

Front 150

The bundling of one company's multiple brands into a single marketing effort aimed at acommon consumer group is called:

Back 150

cohort brand management.

Front 151

A recent study showed that roughly ______ percent of Canadians purchased private brands inthe last year.

Back 151

90

Front 152

Private branding is:

Back 152

a branding strategy in which manufacturers produce products that are sold under the brandname of a wholesaler or retailer.

Front 153

According to the latest research, which product category does Canadians most trust theprivate brand?

Back 153

food and beverage

Front 154

Which of the following statements about Pez is true?

Back 154

Pez was successfully sold in Europe as an adult breath mint.

Front 155

Mixed branding is a branding strategy:

Back 155

in which the company may market some products under their own name and others underthat of a reseller.

Front 156

Michelin makes Goodyear tires, Michelin tires, and Sears tires. This strategy for Michelin isreferred to as:

Back 156

mixed branding.

Front 157

Mixed branding is a branding strategy:

Back 157

where a firm markets products under its own name(s) and that of a reseller

Front 158

While aboard a WestJet flight, the steward-person comes through the cabin asking anyone, ifthey would like to apply for the RBC WestJet MasterCard. This credit card is an example of:

Back 158

co-branding.

Front 159

You are at the health food store and notice that some supplements are packaged in plasticbottles, while other supplements are packaged in a bag. This is a difference in:

Back 159

packaging

Front 160

A label is described by each of the following EXCEPT:

Back 160

provides very little benefit to the consumer.

Front 161

When the Canadian Turkey Marketing Agency tells Canadians that turk

Back 161

increasing use

Front 162

Which of the following statements about packaging is NOT true?

Back 162

25 cents of every dollar spent by consumers goes to packaging.

Front 163

Which of the following statements does NOT describe a benefit associated with packaging?

Back 163

Packaging is an inexpensive product strategy to implement

Front 164

Packages create customer value by providing:

Back 164

communication, functional, and perceptual benefits.

Front 165

Directions on how to use a product and the composition of a product that appear on packagingare what kind of benefits?

Back 165

communication benefits

Front 166

Packaging that provides convenience, protection, or storage offers what kind of benefits?

Back 166

functional benefits

Front 167

The concept packaging creates in the consumer's mind relates to what kind of benefits?

Back 167

perceptual benefits

Front 168

The packaging of Pez candy creates a very high awareness level because of the_____________ that is conveyed.

Back 168

use experience

Front 169

Two global trends are directly related to packaging. One trend involves the environmentaleffects of packaging. The other trend focuses on:

Back 169

health and safety concerns.

Front 170

Two global trends are directly related to packaging. One trend focuses on health and safetyconcerns. The other trend is involved with:

Back 170

the environmental effects of packaging.

Front 171

Package and label designers face four challenges including each of the following EXCEPT

Back 171

warranties.

Front 172

The Egg Farmers of Ontario stress to consumers that the time from ‘farm to store' is only twodays. As such, this association stresses to retailers to only keep the eggs on display for anadditional five days. This display time is referred to as:

Back 172

shelf life.

Front 173

You purchase a new Blu-Ray player that comes with a card that details what the manufactureris responsible for and what they are not responsible for. This is referred to as a ________card.

Back 173

warranty

Front 174

A written statement of manufacturer liability for product quality is called a(n) _____ warranty

Back 174

express

Front 175

Warranties which specifically state the bounds of coverage, and more important, areas of noncoverageare called _____ warranties.

Back 175

limited-coverage

Front 176

Warranties that have no limits of non-coverage are called _____ warranties.

Back 176

full

Front 177

Warranties which assign responsibility for product deficiencies to the manufacturer are mostcorrectly called _____ warranties.

Back 177

implied

Front 178

Merle purchased a blender and the blade came off the first time he tried to use it to blend amilkshake. Since he has no written guarantee, he must rely on a(n) _____ warranty to see thathe at least gets a free replacement blender.

Back 178

implied

Front 179

Interbrand does annual studies of the brand equity carried by a company's brand. Thecompany uses a financial formula to determine how much financial value can be attributed to acompany's brand. In 2012, the correct order (first to last) based on Interband ratings for the topthree were:

Back 179

Coca-Cola; Apple; IBM

Front 180

Social benefit brands are expected to increase because of an increase

Back 180

in social entrepreneurship

Front 181

Slow Cow is marketed as a(n):

Back 181

anti-energy drink

Front 182

Some experts feel that the anti-energy drink market is in the ______ stage of the product lifecycle, while energy drinks are in the ____________ stage.

Back 182

introduction; maturity

Front 183

The name ‘Slow Cow' was partly chosen as a counter to the aggressiveness nature of brandnames in the:

Back 183

energy drink market

Front 184

Some experts feel that the anti-energy drink market is in the ______ stage of the product lifecycle, while energy drinks are in the ____________ stage.

Back 184

introduction; maturity

Front 185

The name ‘Slow Cow' was partly chosen as a counter to the aggressiveness nature of brandnames in the:

Back 185

energy drink market

Front 186

If Red Bull was to launch an anti-energy drink, the most likely branding strategy for thatproduct would be a:

Back 186

multibranding strategy