Question 1

Pearson & Toffer,Inc.makes SilkySoft soap for people who are concerned about soft skin.They also make SafeChoice soap for those consumers who want deodorant protection.What is the branding strategy used by Pearson & Toffer in this scenario?

Accepted Answer

Multibranding strategy is one in which companies assign different brand names to each product.

Question 2

The use of a brand name to facilitate entry into a new market segment without entering a new product class is called _____.

Accepted Answer

Many companies make use of manufacturer branding strategies in carrying out market and product development strategies. The line extension approach uses a brand name to facilitate entry into a new market segment.

Question 3

Which of the following is true of the different stages in the product life cycle?

Accepted Answer

A firm's product strategy must take into account the fact that products have a life cycle. As the product matures, profits for the initiating firm do not keep pace with sales because of competition.

Question 4

Spending significant amounts of money to familiarize customers with new brands is a disadvantage primarily associated with _____.

Accepted Answer

In a multibranding strategy, a company decides to assign a different brand name to each of their products. The major disadvantage of multibranding is that because new names are assigned, there is no consumer brand awareness and significant amounts of money must be spent familiarizing customers with new brands.

Question 5

Products ranging from cranberries to grapefruits marketed by Ocean Spray are sold under the Ocean Spray corporate name.From the information provided in the scenario,Ocean Spray uses a _____ strategy.

Accepted Answer

Franchise extension or family branding is a strategy whereby a company attaches the corporate name to a product to enter either a new market segment or a different product class.

Question 6

When a corporate name is attached to a product to enter into an entirely new market segment,it would be an example of _____.

Accepted Answer

Franchise extension or family branding is a strategy whereby a company attaches the corporate name to a product to enter either a new market segment or a different product class.

Question 7

In _____,a current brand name is used to enter a completely different product class.

Accepted Answer

An alternative to line extension is brand extension. In brand extension, a current brand name is used to enter a completely different product class.

Question 8

Products that are equivalent to national brands but are priced much lower are called _____.

Accepted Answer

Private label brands are being marketed as value brands, products that are equivalent to national brands but are priced much lower. Private brands are rapidly growing in popularity.

Question 9

The McGregor Corporation makes four different varieties of their brand of Maxim cereal.These varieties are Maxim corn flakes,Maxim raisin bran,Maxim honey clusters,and Maxim brown sugar and oats cereal.McGregor Corp.has used a _____ with its Maxim cereal brand.

Accepted Answer

Many companies make use of manufacturer branding strategies in carrying out market and product development strategies. The line extension approach uses a brand name to facilitate entry into a new market segment.

Question 10

What does the multibranding strategy involve?

Accepted Answer

Multibranding strategy is one in which companies assign different brand names to each product. By doing so, the firm makes a conscious decision to allow the product to succeed or fail on its own merits.

Question 11

One of the advantages of using _____ is that the firm can distance products from other offerings it markets.

Accepted Answer

In a multibranding strategy, a company decides to assign a different brand name to each of their products. One of the major advantages of using multiple brand names is that the firm can distance products from other offerings it markets.

Question 12

_____ is defined as the culmination of the consumer's assessment of the product,the company that manufactures and markets the product and all other variables that impact on the product between manufacture and consumer consumption.

Accepted Answer

Brand equity is the culmination of the consumer's assessment of the product, the company that manufactures and markets the product and all other variables that impact on the product between manufacture and consumer consumption.

Question 13

Which of the following observations concerning the product life cycle is true?

Accepted Answer

A limitation of the product life cycle is that not all products go through the product life cycle in the same way. The marketing manager must also recognize that the life cycle is purely a tool for assisting in strategy development and not let the life cycle dictate strategy development.

Question 14

Identify a method of differentiating a relatively homogeneous product.

Accepted Answer

Distinctive or unique packaging is one method of differentiating a relatively homogeneous product.

Question 15

Arm & Hammer first introduced a line of toothpastes under the Arm & Hammer brand name.The introduction of a mouthwash and a chewing gum using the Arm & Hammer brand name is an example of _____.

Accepted Answer

Many companies make use of manufacturer branding strategies in carrying out market and product development strategies. In brand extension, a current brand name is used to enter a completely different product class.

Question 16

Which of the following statements about brand equity is true?

Accepted Answer

Brand equity can be viewed as the set of assets (or liabilities) linked to the brand that add (or subtract) value. Brand equity is determined by the consumer and is the culmination of the consumer's assessment of the product, the company that manufactures and markets the product, and all other variables that impact on the product between manufacture and consumer consumption.

Question 17

A beer manufacturer produces four different brands of beer,namely,RedStar,RedStar Light,Grande,and Hollis.RedStar is a standard brew,while StarLight has a low alcoholic content.Grande is a low calorie beer,while Hollis is non-alcoholic.Why does the manufacturer use different brand names for each of their products?

Accepted Answer

Companies may also choose to assign different brand names to each product in a strategy that is known as multibranding. One of the major advantages of using multiple brand names is that the product(s) can be targeted at a specific market segment.

Question 18

Which of the following statements is true with regard to brand equity for organizational products?

Accepted Answer

Brand equity can be viewed as the set of assets (or liabilities) linked to the brand that add (or subtract) value. Loyalty to organizational products encompasses not only the firm and its products but also the distribution channel members employed to distribute the product. Therefore, attempts to establish or change brand image must also take into account distributor image.

Question 19

Fresh-Cola,Inc.is a manufacturer of carbonated drinks that package their products in bottles,cans,and 12-pack cartons.A standard 12-pack carton of soft drinks neither fits conveniently in the standard-size refrigerator shelf,nor can the drinks be easily dispensed from the carton.Fresh-Cola introduced a new design it calls the refrigerator pack.The refrigerator pack is designed to fit easily on a standard refrigerator shelf and dispenses one can at a time.With its new refrigerator pack,Fresh-Cola is:

Accepted Answer

Distinctive or unique packaging is one method of differentiating a relatively homogeneous product. Consumer-friendly products are attempts to differentiate a product through packaging changes and to satisfy consumer needs at the same time.

Question 20

Brand equity is:

Accepted Answer

Brand equity can be viewed as the set of assets (or liabilities) linked to the brand that add (or subtract) value. The value of these assets is dependent upon the consequences or results of the marketplace's relationship with a brand.

Quiz 6: Product and Brand Strategy