Question 1

Discuss the concept of escalating levels of commitment to a brand.How do consumers progress in loyalty to a brand?

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Question 2

What is the difference between total quality management (TQM) and the Six Sigma process?

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Question 3

What is ingredient branding? Why would manufacturers want to engage in ingredient branding?

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Question 4

Briefly explain the history of regulations concerning packaging and labels.

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Question 5

A car company is marketing a new car model that is larger and more luxurious than any of the models currently in the product line.It is also significantly more expensive.Explain the strategy this car company is using with its product line.

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Question 6

How does a product category manager differ from a market manager?

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Question 7

How can a marketer use a package to communicate with consumers?

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Question 8

What is the difference between ISO 9000 and ISO 14000?

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Question 9

A brand manager serves essentially the same function as a product category manager.

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While there may be some overlap in responsibilities between brand managers and product category managers, they are not identical roles. Brand managers focus on building and promoting a specific brand, while product category managers oversee a group of related products within a company's portfolio.

Question 10

The Clorox Company marketed a new product called Clorox Oxygen Action multipurpose stain reliever.This is an example of a brand extension.

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Brand extension is when a company launches a new product under an existing brand name. In this case, Clorox is the existing brand name and the new product is a multipurpose stain reliever, which is an extension of the brand.

Question 11

Why do so many products fail to make it past the introduction stage of the product life cycle?

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Question 12

Heinz and Jack Daniels worked together to produce Jack Daniels grilling sauce.This is an example of cobranding.

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Cobranding refers to the collaboration between two or more brands on a product or service. In this case, Heinz and Jack Daniels collaborated to produce Jack Daniels grilling sauce, making it an example of cobranding.

Question 13

Why might a retailer increase the number of private-label brands it sells?

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Question 14

Explain cannibalization.How does a line extension strategy increase the risk of cannibalization?

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Question 15

Why is successful product management increasingly important as technology moves forward and the marketplace becomes more globalized?

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Question 16

How can marketers use elements of the marketing mix to improve product quality?

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Question 17

A buttery spread designed to help lower cholesterol levels is a product with a number of new competitors entering the market.This product is most likely in the introduction stage of its product life cycle.

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A product in the introduction stage is typically a new or innovative product that is just entering the market with few competitors. However, since there are already new competitors entering the market, it is likely that the buttery spread has already been introduced and is in the growth or maturity stage of its life cycle.

Question 18

Each product will have a life cycle, although its exact shape and length is not known in advance.Briefly explain each step in the product life cycle.

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Question 19

What is the difference between a product line and a product mix?

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Question 20

A watch manufacturer added a watch to its product line that was higher priced than the models it already carried.The company used a two-way stretch strategy.

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Quiz 8: Manage the Product