Question 1

Makers of generic products are dependent on brand loyalty for their marketing success.

Accepted Answer

Makers of generic products often compete on the basis of price rather than brand loyalty, and their success may be driven by factors such as availability, cost-effectiveness, and convenience. While brand loyalty can be a factor in some cases, it is not a universal requirement for marketing success among generic products.

Question 2

Branding helps firms build and maintain identity and competitive advantage for their products.

Accepted Answer

Branding is the process of creating a unique name and image for a product in the minds of consumers. This can help firms build and maintain a strong identity and competitive advantage, making their products stand out in the marketplace. Therefore, the statement is true.

Question 3

Product managers have profit responsibility for their product group and help the retailer's category buyer maximize sales for the whole category,not just the particular manufacturer's product.

Accepted Answer

The answer of Product managers have profit responsibility for their...

Question 4

Private labels typically provide better profit margins than captive brands.

Accepted Answer

The answer of Private labels typically provide better profit margins...

Question 5

The original objective of product packaging was to increase consumer awareness of the product.

Accepted Answer

The original objective of product packaging was to protect the product during transportation and storage, not to increase consumer awareness.

Question 6

A brand mark is defined as a part of a brand that can be spoken.

Accepted Answer

A brand mark is actually defined as a symbol or design element of a brand that cannot be spoken, but is instantly recognizable and associated with the brand. It is often used in conjunction with the brand name or logo.

Question 7

Kroger,a popular milk brand,is a market leader in Denmark.About 30 percent of its sales and earnings take place outside its home country.Kroger can be regarded as a global brand.

Accepted Answer

The answer of Kroger,a popular milk brand,is a market leader...

Question 8

Patients cannot sue a pharmaceutical company over the alleged defects of its products,if the FDA has approved the use of the medication.

Accepted Answer

Patients can still sue a pharmaceutical company even if the FDA has approved the medication, although the FDA's approval may affect the level of liability the company faces.

Question 9

One of the problems associated with brand licensing is that brand names do not transfer well to all products.

Accepted Answer

Not all brand names work for every product. Some may be too narrow in scope or not fit with the image of the product, leading to a lack of consumer recognition and sales.

Question 10

If potential buyers can observe an innovation's superiority in a tangible form,the adoption rate increases.

Accepted Answer

This statement is true. When potential buyers can see and experience the benefits of an innovation in a tangible form, they are more likely to adopt the innovation. This is because they can see how it solves a problem or meets a need, making it more desirable and valuable to them.

Question 11

Brand preference is the stage of brand loyalty at which consumers rely on previous experience with a branded product when choosing it,if available,over competitors' products.

Accepted Answer

Brand preference is indeed the stage of brand loyalty where consumers choose a specific brand based on their previous positive experiences with it, rather than considering other brand options.

Question 12

Concept testing is a marketing research project that attempts to measure consumer attitudes and perceptions about the new product idea.

Accepted Answer

Concept testing is indeed a marketing research project that is used to measure consumer attitudes and perceptions about a new product idea.

Question 13

A trademark is different from a trade name,which is usually used to identify a company.

Accepted Answer

A trademark is a symbol, design, word, or phrase that is used to distinguish and identify the products or services of one company from those of others. Whereas a trade name is the official name of a company or business entity under which it operates.

Question 14

Companies that follow category management process define the category based on the target market's needs.

Accepted Answer

Category management process is focused on defining categories of products or services that meet the specific needs of a target market. This involves analyzing customer data and understanding their preferences, behavior, and buying habits. Based on this information, categories are created or modified to ensure that the products offered are relevant and meet the needs of the target market.

Question 15

Brand insistence is a company's first objective for newly introduced products.

Accepted Answer

Brand insistence refers to the stage where consumers demand a specific brand and are not willing to accept substitutes, which is typically a long-term goal achieved after building brand awareness, recognition, preference, and loyalty.

Question 16

A company sent free samples of its new shampoo to a researched list of potential customers.This strategy is most likely to accelerate the evaluation and trial stages of the consumer adoption process.

Accepted Answer

Sending free samples can increase exposure and allow potential customers to try the product, which can lead to faster adoption and evaluation of the product.

Question 17

Marketers opt for family brand names to distinguish dissimilar products.

Accepted Answer

Family brand names are used to unify different products under a single brand, not to distinguish them.

Question 18

A national brand defines the image most people form when they think of a brand.

Accepted Answer

A national brand is a brand that is recognized and associated with a particular country or region. It has a wide presence and is often the first brand that comes to mind when people think of a specific product or service. Therefore, it defines the image most people form when they think of a brand.

Question 19

Some firms register a brand name before they have manufactured the product in order to prevent competitors from using the name.

Accepted Answer

This is known as trademark registration and is a common practice to protect a brand name before introducing a product to the market.

Question 20

Firms can receive trademark protection only for the brand name and brand mark and not for the product features or packaging elements.

Accepted Answer

Firms can receive trademark protection for not only the brand name and brand mark but also for the product features or packaging elements if they are distinctive and identify the source of the product.

Quiz 13: Developing and Managing Brand and Product Categories