Question 1

Which of the following products is most likely to achieve the status of brand insistence?
A) Cars
B) Soaps
C) Milk
D) Toothpastes

Accepted Answer

Cars are a high-involvement and high-cost product. Consumers tend to be more loyal and particular about their preferred brand of cars. They are also more likely to have developed a deep emotional connection with the brand, therefore achieving brand insistence. Soaps, milk, and toothpastes are low-involvement and low-cost products, making it easier for consumers to switch brands without much thought.

Question 2

Patients cannot sue a pharmaceutical company over the alleged defects of its products,if the FDA has approved the use of the medication.

Accepted Answer

Patients can still sue a pharmaceutical company over alleged defects of its FDA-approved products, but it may be more challenging to do so because the FDA's approval gives the product a presumption of safety and effectiveness. However, the FDA does not have its own legal authority to provide immunity to drug manufacturers from product liability lawsuits.

Question 3

At the _____ stage of brand loyalty,marketers use advertising as a means to increase consumer awareness of a brand.
A) brand recognition
B) brand preference
C) brand insistence
D) brand equity

Accepted Answer

Brand recognition is the stage where consumers become aware of a brand through advertising and other marketing efforts. At this stage, consumers may not have any particular preference for the brand but are familiar with it and can identify it among other brands. Therefore, marketers use advertising to increase consumer awareness of the brand. Choices B, C, and D refer to later stages of brand loyalty where consumers have preferences, strong attachment, and high perceived value for a particular brand.

Question 4

A company's ability to market a product successfully at a higher price compared to its competitors is directly related to its:
A) market capitalization.
B) product relevance.
C) brand equity.
D) market share.

Accepted Answer

A company's ability to market a product successfully at a higher price compared to its competitors is directly related to its brand equity. Brand equity refers to the value that a brand adds to a product, which allows companies to charge a premium price for their products. This is because consumers are willing to pay more for a product that they perceive to have higher quality, reliability, and status associated with the brand.

Question 5

A _____ brand refers to a brand name owned by a manufacturer or a producer.
A) private
B) generic
C) national
D) captive

Accepted Answer

Private brands are also known as "store brands" or "house brands" and are owned by the retailers themselves or by manufacturers who produce them exclusively for the retailers. They are not widely advertised and are sold at lower prices than national brands.

Question 6

A product is generally regarded as a global brand if:
A) it is sold exclusively by a single retail chain worldwide.
B) it sells at least 20 percent outside its home country.
C) it can market its products with the same brand name in all its international markets.
D) it is easily recognized across the world by its unique trademark.

Accepted Answer

The answer of A product is generally regarded as a...

Question 7

The Kirkland brand is owned by Costco,and the products can only be purchased at Costco stores.Costco contracts with manufacturers to produce and package products under the Kirkland name.Kirkland can be regarded as a(n):
A) family brand.
B) individual brand.
C) generic brand.
D) private brand.

Accepted Answer

Kirkland is a private brand, as it is owned by Costco and produced under contract with manufacturers. It is not a family brand, as it does not incorporate the names of individual products sold under it. It is also not a generic brand, as it does not use a common name to describe a class or category of products.

Question 8

The added value that a certain brand name gives to a product in the marketplace is called _____.
A) brand identity
B) brand relevance
C) brand recognition
D) brand equity

Accepted Answer

Brand equity refers to the added value that a certain brand name gives to a product in the marketplace. This added value may come in the form of consumer perception of quality, brand loyalty, and overall brand awareness. Brand identity, brand relevance, and brand recognition are all important components of building brand equity, but they do not fully capture the concept as a whole.

Question 9

Which of the following is true of generic products?
A) They are identified through a brand name owned by a wholesaler or retailer.
B) They are identified through a brand name owned by a manufacturer or other producer.
C) They are well known national brands sold exclusively through a joint venture between a manufacturer and a retailer.
D) They are characterized by plain labels, little or no advertising, and no brand names.

Accepted Answer

Generic products are characterized by plain labels, little or no advertising, and no brand names. They are not identified through a brand name owned by a wholesaler, retailer, or manufacturer. They are also not exclusive joint ventures between a manufacturer and retailer.

Question 10

A company has introduced a new product in the market.The company distributes free samples of this product to people so that they can try it.This product is at the _____ stage of brand loyalty.
A) brand insistence
B) brand association
C) brand preference
D) brand recognition

Accepted Answer

At the stage of brand recognition, consumers are introduced to the product and begin to recognize it. Distributing free samples is a strategy to increase awareness and recognition of the new product among potential customers.

Question 11

A company wishing to implement a market segmentation strategy for its products should strongly consider using _____ branding.
A) family
B) captive
C) generic
D) individual

Accepted Answer

The answer of A company wishing to implement a market...

Question 12

Which of the following is most likely to be the primary factor that attracts a consumer to a generic product?
A) Package design
B) Brand name
C) Low price
D) Product quality

Accepted Answer

Generic products are usually priced lower than their brand-name counterparts, and this price difference is often the primary factor that attracts consumers to them. While package design and product quality may also play a role, they are not typically seen as the primary factors that drive consumers to choose generic products. Brand name is not relevant in this context, as generic products are by definition not associated with a specific brand.

Question 13

Dawn,Joy,and Ivory are dish liquid brands manufactured by Procter & Gamble.All these brands can be regarded as _____ brands.
A) private
B) family
C) generic
D) individual

Accepted Answer

The answer of Dawn,Joy,and Ivory are dish liquid brands manufactured...

Question 14

Consumers at the _____ level of brand loyalty,rely on previous experiences with the product when choosing it,if available,over competitors' products.
A) brand awareness
B) brand association
C) brand preference
D) brand recognition

Accepted Answer

Brand preference describes the level of brand loyalty where consumers rely on previous experience with the product when choosing it over competitors' products. Brand awareness refers to consumers' ability to recognize and recall a brand, while brand recognition is consumers' ability to identify a brand from its visual elements. Brand association refers to the connections consumers make between a brand and certain attributes or characteristics.

Question 15

A product is said to have achieved brand preference when:
A) the product becomes familiar to the consumer.
B) the marketers start selling the product at a discount.
C) the consumer sees or recognizes the product and chooses it over its competitors.
D) the product has attained monopoly position with its customers.

Accepted Answer

Brand preference is achieved when the consumer sees or recognizes the product and chooses it over its competitors. This means the consumer has developed a preference for the brand and is more likely to choose it even when presented with other options. Familiarity with the product can contribute to brand preference, but it is not enough on its own. Discounts and monopoly position may contribute to sales, but they do not necessarily indicate brand preference.

Question 16

The _____ stage in brand loyalty leads consumers to refuse alternatives and search extensively for the desired merchandise.
A) brand recognition
B) brand insistence
C) brand awareness
D) brand preference

Accepted Answer

Brand insistence is the stage in brand loyalty where consumers are loyal to a particular brand and refuse alternatives. They search extensively for the desired merchandise and are willing to go out of their way to purchase it. This stage represents a high level of commitment to the brand.

Question 17

Dell manufactures and markets computers and several related products,such as laptops,desktops,notebooks,and printers,all under the Dell name.These products are examples of _____ brands.
A) family
B) captive
C) individual
D) private label

Accepted Answer

All of these products are branded under the Dell name, which constitutes a family brand strategy. A captive brand would involve creating a separate brand name for a specific product line, while an individual brand would involve each product having its own distinct brand name. Private label brands are created and sold by a retailer or distributor, not the manufacturer.

Question 18

Pond's and Sunsilk beauty products,marketed by Unilever,are examples of _____ brands.
A) family
B) individual
C) generic
D) captive

Accepted Answer

Pond's and Sunsilk are individual brands under the Unilever umbrella, meaning each brand is marketed separately with its own identity.

Question 19

Housewares and apparel by Michael Graves and Mossimo Giannulli are sold exclusively at Target.These brands are examples of _____ brands.
A) private
B) national
C) captive
D) exclusive

Accepted Answer

Captive brands are those that are sold exclusively at a particular retailer, like Target, but are owned by a third party. Michael Graves and Mossimo Giannulli's brands fit this description.

Question 20

A firm is most likely to opt for a family brand to market its products when the products are:
A) sold only to a single large retail chain to protect the manufacturer's reputation.
B) sufficiently different so as not to compete directly with each other.
C) sold in different geographic markets.
D) similar in quality and are closely related to one another.

Accepted Answer

A family brand is used to market products that are similar in quality and are closely related to one another. This allows for easier recognition and association with the brand, leading to increased brand loyalty and sales.

Quiz 13: Developing and Managing Brand and Product Categories

Which of the following products is most likely to achieve the status of brand insistence?

Patients cannot sue a pharmaceutical company over the alleged defects of its products,if the FDA has approved the use of the medication.

At the _____ stage of brand loyalty,marketers use advertising as a means to increase consumer awareness of a brand.

A company's ability to market a product successfully at a higher price compared to its competitors is directly related to its:

A _____ brand refers to a brand name owned by a manufacturer or a producer.

A product is generally regarded as a global brand if:

The Kirkland brand is owned by Costco,and the products can only be purchased at Costco stores.Costco contracts with manufacturers to produce and package products under the Kirkland name.Kirkland can be regarded as a(n) :

The added value that a certain brand name gives to a product in the marketplace is called _____.

Which of the following is true of generic products?

A company has introduced a new product in the market.The company distributes free samples of this product to people so that they can try it.This product is at the _____ stage of brand loyalty.

A company wishing to implement a market segmentation strategy for its products should strongly consider using _____ branding.

Which of the following is most likely to be the primary factor that attracts a consumer to a generic product?

Dawn,Joy,and Ivory are dish liquid brands manufactured by Procter & Gamble.All these brands can be regarded as _____ brands.

Consumers at the _____ level of brand loyalty,rely on previous experiences with the product when choosing it,if available,over competitors' products.

A product is said to have achieved brand preference when:

The _____ stage in brand loyalty leads consumers to refuse alternatives and search extensively for the desired merchandise.

Dell manufactures and markets computers and several related products,such as laptops,desktops,notebooks,and printers,all under the Dell name.These products are examples of _____ brands.

Pond's and Sunsilk beauty products,marketed by Unilever,are examples of _____ brands.

Housewares and apparel by Michael Graves and Mossimo Giannulli are sold exclusively at Target.These brands are examples of _____ brands.

A firm is most likely to opt for a family brand to market its products when the products are: