Question 1

Tide detergent,Smucker's toppings,Purina Dog Chow dog food,and Starkist tuna are all examples of _.

Accepted Answer

These are all examples of national brands, which are brands that are marketed and sold across the country by the manufacturer.

Question 2

Which of the following is true about a brand manager and a product category manager?

Accepted Answer

Brand managers and product category managers are typically found in large firms where there is a need to manage multiple brands or product categories.

Question 3

In addition to regular Alka- Seltzer,there is an Alka Seltzer product for each of the following: cold sufferers,people with upset stomachs,people who can't sleep,people with allergies,and people who have a worse than normal headache.The manufacturer of Alka- Seltzer is using a(n)to reach as many different target markets as possible.

Accepted Answer

The manufacturer is using a full line strategy by offering a variety of products tailored to different specific needs, thus targeting multiple market segments.

Question 4

Which of the following is NOT a desirable quality for a brand name?

Accepted Answer

A brand name should be concise and easy to remember, not long, as long names can be difficult to recall and may not effectively capture attention.

Question 5

General Foods produces quite a few different brands of coffee,including Brim,Maxim,Maxwell House,International Coffees,Sanka,and Yuban.Each brand is likely to have its own .

Accepted Answer

Each brand typically has its own brand manager who is responsible for overseeing the marketing and management of that specific brand.

Question 6

Which of the following is an advantage offered by cobranding?

Accepted Answer

Cobranding allows a company to leverage the brand equity of another brand to enter new markets or categories that might be challenging to penetrate independently.

Question 7

An alternative to product line stretching is _ ,adding more items within the present range of the line.

Accepted Answer

A filling-out strategy involves adding more items within the existing range of a product line, as opposed to stretching which involves expanding the range.

Question 8

A manufacturer of a product in the decline stage of its product life cycle would be LEAST likely to do which of the following?

Accepted Answer

In the decline stage, companies typically reduce costs and marketing efforts rather than increase them. Advertising heavily and using sales promotions are more characteristic of earlier stages like growth or maturity.

Question 9

All of the following are stages in the product life cycle,EXCEPT which one?

Accepted Answer

Adoption is not a stage in the product life cycle.

Question 10

Toronto- based Loblaw supermarket chain developed President's Choice brand products to sell exclusively in its stores.President's Choice is an example of a .

Accepted Answer

President's Choice is a private-label brand because it is developed and sold exclusively by the Loblaw supermarket chain.

Question 11

John Deere,Inc.introduced a lower- priced line of lawn- tractors called Senber although still selling its more expensive tractors under the John Deere,Inc.brand.This is an example of _ .

Accepted Answer

A downward line stretch occurs when a company introduces a lower-priced product line to target a more price-sensitive segment of the market, as John Deere did with the Senber line.

Question 12

A manufacturer with a product in the decline stage of the product life cycle might decide to if it has reason to hope that there will be a residual demand for the product.

Accepted Answer

The correct answer is B because in the decline stage of the product life cycle, sales volume declines and the product becomes less profitable. The manufacturer may decide to maintain the product without change if it has reason to hope that there will be a residual demand for the product.

Question 13

Procter & Gamble makes a variety of different cleaners,detergents,and polishes to appeal to a variety of target markets.Procter & Gamble uses a(n).

Accepted Answer

Procter & Gamble uses a full line strategy by offering a wide range of products to cater to different market segments and consumer needs.

Question 14

A company has only one product line: all the company manufactures is supercomputers.This one product line is also the company's .

Accepted Answer

The product mix refers to the complete range of products a company offers. Since the company only manufactures supercomputers, this is its entire product mix.

Question 15

Which of the following is one of the ways that Berkowitz Piano Company can expand its product line?

Accepted Answer

A filling out strategy involves adding more items within the present range of the product line, which is a way to expand the product line.

Question 16

Procter & Gamble makes Tide,Cheer,Ivory Snow,and Bold detergents as well as PertPlus,Rejoice,and Vidal Sassoon shampoos.Through its use of a separate and unique brand name for each of these products,Procter & Gamble is using a(n)strategy.

Accepted Answer

Procter & Gamble is using an individual brand strategy by giving each product a separate and unique brand name.

Question 17

What is the most logical explanation for why retailers carry private- label brands?

Accepted Answer

Retailers carry private-label brands primarily to earn more profit, as these brands typically have higher margins compared to national brands, allowing retailers to increase their profitability.

Question 18

Which stage in the product life cycle normally lasts longest?

Accepted Answer

The maturity stage typically lasts the longest as the product has been established in the market, sales growth slows, and the product reaches peak market penetration.

Question 19

In a competition between _ and _ brands,retailers have the advantages of controlling what products will be stocked,where products will be stocked,what prices will be charged,and which products will be featured in local print promotions.

Accepted Answer

Retailers have control over stocking, pricing, and promotions when dealing with national and private-label brands.

Question 20

A firm's skunk works department would most likely be located .

Accepted Answer

Skunk works departments are typically located away from the firm's traditional offices to encourage innovation and reduce bureaucratic constraints.

Quiz 9: Manage the Product