Deck 3: Brand Adoption, Brand Naming and Intellectual Property Issues

Question 1

The four variables that influence the awareness class include free samples,coupons,advertising,and price.

Answer 1

False

Question 2

The first step in facilitating adoption is to make consumers aware of a new product's or service's existence.

Answer 2

True

Question 3

The most frequent type of patent in the United States is the design patent.

Answer 3

False

Question 4

The degree to which an innovation is perceived to fit into a person's way of doing things is termed compatibility.

Question 5

It is possible to quantify the five adoption determining factors in terms of their importance and evaluation of effectiveness to arrive at a total score that indicates the likelihood that a new product will succeed.

Question 6

Repeat purchasing is a function of advertising,coupons,distribution,and product satisfaction.

Question 7

Status from brand ownership is a form of consumption advantage that is high in symbolism rather than functionality.

Question 8

Relative advantage is positively correlated with an innovation's adoption rate.

Question 9

Relative advantage is a function of consumer perception and whether a product is better by objective standards.

Question 10

Consumer satisfaction is the major determinant of repeat purchasing.

Question 11

The notions of trial and repeat purchase are particularly apt for inexpensive consumer packaged goods.

Question 12

Distribution is one of the variables that influences the awareness class.

Question 13

Innovations that are compatible with a person's existing situation require more effort to incorporate into one's consumption lifestyle.

Question 14

The three main stages through which an individual becomes an adopter of a new brand are the awareness,trier,and repeater classes.

Question 15

Compatibility refers to an innovation's degree of perceived difficulty.

Question 16

Free samples is one of the factors that influences the trier class.

Question 17

Demographics,distribution,and price are the factors that affect the trier class.

Question 18

In general,new brands that lend themselves to trialability are adopted at a more rapid rate.

Question 19

Huge investments and concerted efforts to introduce new products and services almost always guarantee success.

Question 20

Trialability is the degree to which the user of a new brand or other people can observe the possible effects of new-product usage.

Question 21

Suggestive brand names provide consumers with the freedom to interpret benefit claims that best meet their needs.

Question 22

A patent for a new type of business method would fall into the design category of patents.

Question 23

In legal terms,brand names and logos are referred to as trademarks.

Question 24

The trial experience can reduce the consumer's risk of being dissatisfied with a product after having permanently committed to it through an outright purchase.

Question 25

Brand names sometimes are made-up names rather than selected from actual words found in dictionaries.

Question 26

Legally,a patent provides the right to exclude others from making,using,selling,offering for sale,or importing the invention for the term of the patent.

Question 27

Brand names can influence consumers' perceptions and attitudes.

Question 28

The choice of a brand name can influence both the early trial of a new brand and its future sales volume.

Question 29

The last step in the brand naming process is to register a trademark.

Question 30

The brand adoption process is concerned with the issue of how an innovation is communicated and adopted throughout the marketplace.

Question 31

A brand logo is a graphic design element of a brand.

Question 32

A patent grants the holder exclusive rights to use an invention for 70 years.

Question 33

Because there has been a significant amount of research on brand names,new products don't succeed without following the "rules." 

Question 34

A good brand name will help consumers to identify who your competitors are.

Question 35

Individual sounds provide meaning about a brand through a process of sound transference.

Question 36

The first step of the brand naming process is to create candidate brand names.

Question 37

Generally speaking,good logos convey essentially the same meaning to all target members.

Question 38

Abuse of trademarked Disney characters online is an example of trademark counterfeiting.

Question 39

Stealing well-known brand names is widely practiced in some newly emerging market economies,such as China.

Question 40

The name chosen for a brand affects the speed with which consumers become aware of the brand.

Question 41

Which of the following is NOT a main stage of the New Product Adoption Process? 

A) unawareness class 
B) awareness class 
C) trier class 
D) repeater class 
E) All of these are main stages.

Question 42

A variable that influences the awareness class would include _____.

A) free samples 
B) price discounts 
C) demographics 
D) product satisfaction 
E) All of these are correct.

Question 43

Aerobics was initially considered a woman's sport,but societal attitudes toward aerobics have changed and many health clubs are now offering co-ed aerobics classes.The change in societal attitudes toward men engaging in aerobics represents an increased _____ for this activity.

A) relative advantage 
B) trialability 
C) compatibility 
D) observability 
E) complexity

Question 44

The extent to which an innovation can be used on a limited basis prior to making a full-blown commitment is referred to as _____.

A) relative advantage 
B) compatibility 
C) complexity 
D) observability 
E) trialability

Question 45

Trialability is tied closely to the concept of _____.

A) sensation transfer 
B) perceived risk 
C) memory cues 
D) association enhancement 
E) sensation transference

Question 46

Though not shown in the Brand Adoption Process Model,_____ (a form of free advertising)also plays a significant role in facilitating brand awareness.

A) public relations 
B) sales promotion 
C) personal selling 
D) word-of-mouth communication 
E) on-line advertising

Question 47

Logos with abstract designs were found to produce more favorable consumer responses than those with natural designs.

Question 48

The three types of trademarks in the United States are utility,design,and plant.

Question 49

The notions of trial and repeat purchase are particularly apt for _____.

A) inexpensive consumer packaged goods 
B) high-end luxury goods 
C) brand awareness efforts 
D) advertising efforts 
E) industrial goods

Question 50

A copyright is a distinctive sign used by any legal entity to identify the good or services to customers with which it appears and to distinguish its goods or services from competition.

Question 51

Which of the following would be a typical element of a trademark? 

A) color 
B) smell 
C) sound 
D) phrase 
E) None of these are correct.

Question 52

Sometimes the only way to overcome the perception of a lack of ______ is through heavy advertising to convince consumers that a new way of doing things really is better than an existing solution.

A) observability 
B) complexity 
C) trialability 
D) compatibility 
E) relative advantage

Question 53

Rugby was initially considered a men's sport,but societal attitudes have changed and more schools have women's rugby teams.This change in societal attitudes toward women playing rugby represents increased _____ for this activity.

A) relative advantage 
B) trialability 
C) compatibility 
D) complexity 
E) observability

Question 54

The degree to which a product innovation is perceived as better than existing alternatives is termed _____.

A) relative advantage 
B) compatibility 
C) complexity 
D) trialability 
E) observability

Question 55

A new cosmetic product that matches consumers' needs,personal values,beliefs,and past consumption practices has the _____ innovation-related characteristic that increases the likelihood of adoption.

A) relative advantage 
B) compatibility 
C) observability 
D) complexity 
E) trialability

Question 56

A variable that affects the trier class is _____.

A) price 
B) television advertising 
C) trade shows 
D) magazine advertising 
E) product satisfaction

Question 57

Relative advantage is a function of _____.

A) consumer perception 
B) increased comfort 
C) savings in time and effort 
D) immediacy of reward 
E) objective standards

Question 58

Which of the following determinant of the awareness class,while closely allied,is not a distinctly marcom activity? 

A) free samples and coupons 
B) trade shows and personal selling 
C) distribution 
D) advertising 
E) social media

Question 59

An innovation's degree of perceived difficulty is referred to as _____.

A) compatibility 
B) relative advantage 
C) complexity 
D) trialability 
E) observability

Question 60

A variable that does NOT influence the repeater class would be _____.

A) product satisfaction 
B) free samples 
C) distribution 
D) price 
E) advertising

Question 61

Related to the brand name is a graphic design element called a brand _____.

A) symbol 
B) trademark 
C) logo 
D) image 
E) visual

Question 62

Compaq,Acura,and Lexus are names created from _____,which are the semantic kernels of words.

A) adverbs 
B) phonemes 
C) synonyms 
D) morphemes 
E) compounds

Question 63

_____ brand names are those that imply particular attributes or benefits in the context of a product category.

A) Objective 
B) Subjective 
C) Implicit 
D) Symbolic 
E) Suggestive

Question 64

The _____ protects owners of brand names and logos from other companies using the identical or similar names.

A) Sherman Act 
B) Magnuson Moss Act 
C) Federal Trademark Dilution Act 
D) Clayton Act 
E) Robinson Patman Act

Question 65

Which of the following is NOT a step of the brand naming process? 

A) register a trademark 
B) specify objectives for the brand name 
C) evaluate candidate names 
D) determine communication priorities 
E) create candidate brand names

Question 66

The name chosen for a brand does three things.It affects the speed with which consumers become aware of the brand,influences the brand's image,and ______.

A) increases sales 
B) reduces the impact of competitive offerings 
C) plays a major role in brand equity formation 
D) increases consumers' knowledge of the product 
E) enhances share-of-voice

Question 67

The Wave Runner is a marina which retails recreational water gear.The Wave Runner recently started promoting an O'Brien trick ski that has an innovative design.This same ski is offered at a lower price under a less prestigious brand name,but consumers perceive the O'Brien ski to be a higher quality product.In this case,the O'Brien ski is favored because of the product's perceived _____.

A) observability 
B) trialability 
C) relative advantage 
D) complexity 
E) compatibility

Question 68

A good logo should _____.

A) be very simple 
B) be very complex 
C) be recognized easily 
D) convey different meanings to the various target members 
E) All of these are correct.

Question 69

Individual sounds,called phonemes,provide meaning about a brand through a process of _____.

A) sound symbolism 
B) morphing 
C) encoding specificity 
D) sound morphing 
E) telephony

Question 70

Research has demonstrated that brand names that include _____ convey attribute qualities such as smallness,lightness,mildness,thinness,femininity,weakness,and prettiness.

A) consonants 
B) front vowels 
C) back vowels 
D) short vowels 
E) long vowels

Question 71

The degree to which the product user or other people can notice the positive effects of new product usage is referred to as _____.

A) complexity 
B) compatibility 
C) relative advantage 
D) observability 
E) trialability

Question 72

_____ refers to a number of different author or company creations for which a set of exclusive rights are recognized under law.

A) Legal tender 
B) Intellectual property 
C) Tangible property 
D) Assets 
E) Recoverable assets

Question 73

Suppose that the Wave Runner marina,a retailer of recreational water gear,allows customers the opportunity to use the innovative O'Brien ski prior to actually purchasing one.This innovative product might now be adopted more quickly because of an increase in _____.

A) observability 
B) trialability 
C) relative advantage 
D) complexity 
E) compatibility

Question 74

According to the ______ doctrine,the use of copyrighted work for the purpose of criticism is not an infringement of a copyright.

A) fair use 
B) utility 
C) plant 
D) trademark 
E) trade dress

Question 75

A good brand name should _____.

A) distinguish the brand from competitive offerings 
B) facilitate recall of brand attributes and benefits 
C) achieve compatibility with a brand's desired image 
D) be memorable and easy to pronounce 
E) All of these are correct.

Question 76

In quantifying the Adoption-Influencing Characteristics,the two factors on which the characteristics are rated are _____.

A) relative advantage and trialability 
B) perceived value and risk 
C) importance and evaluation 
D) risk and reward 
E) costs and benefits

Question 77

In evaluating candidate names during the Brand Naming Process,names are evaluated using criteria such as _____.

A) managers' subjective judgment of the suitability of the name 
B) consumers' awareness level 
C) technological aspects of the product 
D) favorability of association conjured up by the name 
E) economic conditions that may impact the market

Question 78

Which philosophy implies that when a name does not have much preexisting meaning,subsequent marketing communications are able to create the exact meaning desired without contending with past associations already accumulated in people's memories? 

A) phonemic symbolism philosophy 
B) empty-vessel philosophy 
C) clean-slate philosophy 
D) suggestive philosophy 
E) blank-slate philosophy

Question 79

All of the following are types of intellectual property associated with product and brand protection except _____.

A) patents 
B) playbills 
C) copyrights 
D) trademarks 
E) None of these are correct.

Question 80

Brand names have been described as _____ that activate images in target audiences' collective minds.

A) cerebral switches 
B) silent salespersons 
C) consumer cues 
D) fact facilitators 
E) sensation transferers