Question 1

In terms of sales and market share,Rexona is the number-one brand of deodorant worldwide.Since it was created in Australia in 1908,it has added an antiperspirant,a stick deodorant,Rexona for Men,Rexona for Women,Rexona for Teens,and Rexona Skin Friendly.These additions are examples of:
A) product line extensions
B) product portfolio width adjustments
C) product item contractions
D) SBU expansions
E) product mix widths

Accepted Answer

Product line extension occurs when a firm adds a product to an existing product line to compete more broadly in the industry.

Question 2

The _____ is the element of a brand that cannot be spoken.
A) brand mark
B) trademark
C) brand equity
D) quality mark
E) intangible product

Accepted Answer

Well-known symbols for brands are called their brand marks,but these elements cannot be spoken.

Question 3

According to recent market research,Google is one of the most valuable brands in the world.According to this research,the company and its well-known name are worth about $86 billion.This research indicates that Google has high _____.
A) brand loyalty hierarchy
B) evoked set
C) brand quality standards
D) perceptual expectations
E) brand equity

Accepted Answer

The term brand equity refers to the tremendous value of company and brand names.

Question 4

When Crest introduced Crest for Kids,this was an example of a _____ strategy.
A) repositioning
B) product line extension
C) cannibalization
D) disintermediation
E) demarketing

Accepted Answer

Product line extension is the adding of additional products to an existing product line in order to compete more broadly in the industry.

Question 5

A _____ is a name,term,symbol,design,or combination thereof that identifies a seller's products and differentiates them from competitors' products.
A) brand mark
B) trademark
C) brand name
D) UPC
E) brand

Accepted Answer

This is the definition of a brand.

Question 6

Brand loyalty can:
A) increase product diffusion
B) encourage competition
C) shorten the amount of time a product spends in the maturity stage
D) help ensure repeat sales
E) sell a bad product

Accepted Answer

Brand loyalty ensures repeat and regular sales.

Question 7

At one point Heinz made ketchup in multiple colors including red,green,purple,pink,orange,and teal.While they were popular for a few years,consumers stopped buying the unusual colors and Heinz has dropped back to just making red ketchup.This is an example of the implementation of a _____ strategy.
A) repositioning
B) cannibalization
C) product line extension
D) product line contraction
E) divestment

Accepted Answer

Product line contraction occurs when a company stops making a product.

Question 8

A(n)_____ refers to brands where at least one third of the product is sold outside the home country.
A) evoked set
B) global brand
C) equity brand name
D) master brand
E) ethnocentric trademark

Accepted Answer

This is the definition of a global brand.

Question 9

A consumer who consistently and repeatedly purchases the same brand is said to have:
A) brand loyalty
B) product equity
C) product loyalty
D) product repetition
E) store loyalty

Accepted Answer

Brand loyalty is the consistent preference of the same brand by the same consumer.Product loyalty could easily involve a variety of brands.

Question 10

Cover Girl and Revlon are both recognized as leading manufacturers of cosmetics.Both companies have recently introduced cosmetics for the over-50 woman who does not have the same concerns as a 20-year-old girl.The introductions of these cosmetics are examples of the implementation of a _____ strategy.
A) portfolio breadth expansion
B) product portfolio width adjustment
C) product item contraction
D) product line extension
E) repositioned marketing mix

Accepted Answer

Product line extension occurs when a firm adds a product to an existing product line to compete more broadly in the industry.

Question 11

What is the best generator of repeat sales?
A) advertising
B) sales promotion
C) brand equity
D) satisfied customers
E) global brand

Accepted Answer

Satisfied customers are the best generator of repeat sales.

Question 12

The value of company and brand names is referred to as:
A) brand equity
B) brand loyalty
C) brand power
D) brand equivalency
E) brand strength

Accepted Answer

A brand that has high awareness,perceived quality,and brand loyalty among customers has high brand equity.

Question 13

The brand name of a manufacturer is known as a(n)_____ brand.
A) private
B) manufacturer's
C) individual
D) captive
E) family

Accepted Answer

This is the definition of a manufacturer's brand,which is also referred to as a national brand.

Question 14

Over the years Cadillac has become to be thought of as "your grandparent's car." The new Cadillac ads showing a beautiful young woman driving a Cadillac along with the statement,"When you turn your car on,does it turn you on?" is an example of marketing designed to help _____ Cadillac as a car for today's younger driver.
A) diversify
B) reposition
C) develop
D) expand
E) display

Accepted Answer

Repositioning is changing consumers' perceptions about a brand.

Question 15

Apple Computer Inc.recently dropped the "Computer" from their name to become Apple Inc.This was a part of the company's _____ away from simply being perceived a computer company.
A) quality modification
B) aesthetic modification
C) demarketing
D) repositioning
E) functional extension

Accepted Answer

Repositioning involves changing consumers' perceptions of a product.

Question 16

A Boston diamond distributor has developed the first branded diamond called Hearts on Fire to help smaller retailers counter the volume jewelers' aggressive price discounting.This move is meant to:
A) take away trademark rights
B) build product identity and customer loyalty
C) create a catchy phrase to promote diamonds
D) combat the quality appeal of generic products
E) combat low-cost production of generic brands

Accepted Answer

This represents one purpose of branding.

Question 17

Rexona,marketed by Unilever (a Dutch company),is the world's number-one deodorant brand.The brand is a leader in Europe,South America,Asia,Africa,and the Middle East.Rexona is an example of a:
A) master brand
B) global brand
C) cannibalized brand
D) standard brand
E) family brand

Accepted Answer

At least one third of a global brand is sold outside its home country.

Question 18

Adding additional products to an existing product line in order to compete more broadly in the industry is referred to as:
A) product line extension
B) product modification
C) planned obsolescence
D) repositioning
E) cannibalization

Accepted Answer

This describes product line extension.

Question 19

A regional utility company needs to change consumers' perceptions of its current service as being harmful to the environment.Which of the following strategies would best allow the company to accomplish this goal?
A) contraction of the number of services offered by the utility company
B) adding new services to its product line
C) repositioning
D) disintermediation
E) use of product cannibalization

Accepted Answer

Repositioning is a firm's attempt to change customer perceptions of a product.

Question 20

A _____ is the part of the brand that can be spoken.
A) brand equity
B) service mark
C) trademark
D) brand name
E) certification mark

Accepted Answer

Brand names are the part of the brand that can be spoken,including letters,words,and numbers.

Quiz 10: Product Concepts

In terms of sales and market share,Rexona is the number-one brand of deodorant worldwide.Since it was created in Australia in 1908,it has added an antiperspirant,a stick deodorant,Rexona for Men,Rexona for Women,Rexona for Teens,and Rexona Skin Friendly.These additions are examples of:

The _____ is the element of a brand that cannot be spoken.

According to recent market research,Google is one of the most valuable brands in the world.According to this research,the company and its well-known name are worth about $86 billion.This research indicates that Google has high _____.

When Crest introduced Crest for Kids,this was an example of a _____ strategy.

A _____ is a name,term,symbol,design,or combination thereof that identifies a seller's products and differentiates them from competitors' products.

Brand loyalty can:

At one point Heinz made ketchup in multiple colors including red,green,purple,pink,orange,and teal.While they were popular for a few years,consumers stopped buying the unusual colors and Heinz has dropped back to just making red ketchup.This is an example of the implementation of a _____ strategy.

A(n) _____ refers to brands where at least one third of the product is sold outside the home country.

A consumer who consistently and repeatedly purchases the same brand is said to have:

What is the best generator of repeat sales?

The value of company and brand names is referred to as:

The brand name of a manufacturer is known as a(n) _____ brand.

Apple Computer Inc.recently dropped the "Computer" from their name to become Apple Inc.This was a part of the company's _____ away from simply being perceived a computer company.

A Boston diamond distributor has developed the first branded diamond called Hearts on Fire to help smaller retailers counter the volume jewelers' aggressive price discounting.This move is meant to:

Rexona,marketed by Unilever (a Dutch company) ,is the world's number-one deodorant brand.The brand is a leader in Europe,South America,Asia,Africa,and the Middle East.Rexona is an example of a:

Adding additional products to an existing product line in order to compete more broadly in the industry is referred to as:

A regional utility company needs to change consumers' perceptions of its current service as being harmful to the environment.Which of the following strategies would best allow the company to accomplish this goal?

A _____ is the part of the brand that can be spoken.