Deck 11: Energizing the Business

Question 1

The book indicated that the Ford Explorer Eddie Bauer Edition has sold 100,000 vehicles since it was first introduced.

Answer 1

False

Question 2

One of the creative thinking methods suggested in the chapter is to get a lot of options on the table.

Answer 2

False

Question 3

Branded energizers are defined to be part of the master brand offering, but do not promise any functional benefits.

Answer 3

False

Question 4

According to the book methods for increasing product usage include motivating heavy users to use more, making the use easier, providing incentives, remove or reduce reasons not to buy, provide reminder communications, reduce undesirable consequences of frequent use, and finding new uses.

Question 5

Existing product markets are often attractive growth avenues because a firm has a base on which to build and momentum that can be exploited

Question 6

A branded energizer should add energy, personality, and credibility to the master brand.

Question 7

According to the book, celebrity endorsers should have five qualities-an appealing image, on-brand associations, the potential for a long-term relationship, a large following, and the absence of a negative reputation.

Question 8

All of the following are examples of ways to stimulate basic business except:

A) Expand buyer base
B) Expand the loyal customer base
C) Improve customer experience
D) Eliminate inefficiencies
E) Develop home-run marketing programs

Question 9

A branded energizer is defined in the book as a branded product or sponsorship that by association significantly enhances and energizes a target brand.

Question 10

Differentiation is increasingly difficult to create and maintain as competitors proliferate products and quickly copy advances.

Question 11

A branded differentiator is an actively managed branded feature, ingredient or technology, service or program that creates a meaningful, impactful sustainable competitive advantage for a branded offering over an extended period of time.

Question 12

A business can be energized by getting the brand to have a retail presence.