Question 1

Based on the Young & Rubicam's BrandAsset Valuator model,_____ is a dimension of brand personality that refers to a brand's ability to stand apart from competitors.
A)knowledge
B)differentiation
C)relevance
D)competence

Accepted Answer

Differentiation is specifically defined as a dimension of brand personality in the BrandAsset Valuator model that refers to a brand's ability to stand apart from competitors. Knowledge, relevance, and competence are also dimensions in the model but they do not pertain specifically to standing apart from competitors.

Question 2

​You launched the first ad campaign for your new nutrition bar just a few weeks ago,and are pleased to see hundreds of requests for more information about its ingredients on the company's Facebook page and Twitter account.The nutrition bar is most likely in which stage of the consumer adoption process?
A)​Adoption
B)​Evaluation
C)​Awareness
D)​Interest
E)​Accelerated

Accepted Answer

Interest is indicated by the consumers' requests for more information about the product's ingredients, showing they are intrigued and want to learn more before potentially moving to the evaluation or adoption stages.

Question 3

Jack does not buy his shoes from any company other than Unparalleled,a leading shoe manufacturer,because of the comfort they offer and their unique style features.Jack is in the brand insistence stage of brand loyalty.
Indicate the answer choice that best completes the statement or answers the question.

Accepted Answer

The statement describes the characteristics of the brand insistence stage of brand loyalty, which involves exclusive purchasing of a particular brand due to strong attachment to the benefits it provides. Therefore, the statement is true.

Question 4

The screening and business analysis stages generate extremely important information for new-product development as:
A)they collect information from different sources to generate new ideas.
B)they turn the original concept into a product.
C)they verify if the product will perform well in a real-life environment.
D)they define the proposed product's target market and customers' needs and wants.

Accepted Answer

The screening stage helps define the proposed product's target market and customers' needs and wants, while the business analysis stage further analyzes the potential profitability and viability of the product. These stages are crucial for developing a successful new product by ensuring that it meets the needs and desires of its intended customers and can generate a profit for the company. While the other options may also be important parts of the new product development process, they are not as directly related to the information generated in the screening and business analysis stages.

Question 5

Which of the following actions can the CPSC take to ensure product safety?
A)Regulating packaging standards for milk products
B)Approving safety standards for automobiles
C)Inspecting production facilities of food manufacturers
D)Ordering product recalls or redesign of faulty products

Accepted Answer

The CPSC has the authority to order recalls or redesign faulty products to ensure product safety. Option A is under the jurisdiction of the FDA, option B is under the jurisdiction of the National Highway Traffic Safety Administration, and option C is under the jurisdiction of the FDA and USDA.

Question 6

A firm is most likely to opt for a family brand to market its products when the products are:
A)sold only to a single large retail chain to protect the manufacturer's reputation.
B)sufficiently different so as not to compete directly with each other.
C)sold in different geographic markets.
D)similar in quality and are closely related to one another.

Accepted Answer

When products are similar in quality and closely related to one another, using a family brand creates a sense of unity and coherence among the products. This can make it easier for consumers to recognize and remember the brand, and can also help to establish a strong reputation for the family brand.

Question 7

At the _____ stage in the consumer adoption process,buyers consider the likely benefits of the product.
A)awareness
B)trial
C)interest
D)evaluation

Accepted Answer

During the evaluation stage, buyers consider the likely benefits of the product and weigh them against the perceived costs and risks. This is when consumers gather information, read reviews, compare products and services, and generally evaluate the options available to them before making a purchase decision.

Question 8

A _____ is a symbol or a pictorial design that distinguishes a product from its competitors' offerings.
A)brand dress
B)water mark
C)brand mark
D)category tag

Accepted Answer

A brand mark is a symbol or a pictorial design used to distinguish a product from its competitors' offerings. A brand dress, water mark, and category tag are not the correct terms for this definition.

Question 9

Firms may also choose to introduce new products into markets in which they have already established positions to try to increase overall market share.These new offerings are called _____ brands.
A)universal
B)flanker
C)conjoint
D)congruous

Accepted Answer

Flanker brands are new products introduced by existing brands to expand their market share within a specific product category or market segment. They are designed to complement the existing product line and appeal to a different target market, while avoiding cannibalization of sales from the core product. Therefore, option B is the correct answer.

Option A, universal brands, are brands that are marketed internationally and available in multiple countries, which is not relevant to the question. Option C, conjoint brands, are products that are marketed jointly or collaboratively by two or more companies, which is also not relevant to the question. Option D, congruous brands, are brands that share a logical association or connection with each other, which is not relevant to the question.

Question 10

When Microsoft introduced the latest edition of Age of Empires III,it provided a free download of one of the game scenarios.Addition of this link is most likely to influence which of the following characteristics of the product innovation?
A)Complexity
B)Associability
C)Possibility of trial use
D)Compatibility

Accepted Answer

By providing a free download of one game scenario, Microsoft is increasing the possibility of trial use, allowing potential customers to try out the product before fully committing to a purchase. This is likely to influence their decision-making process and potentially increase sales.

Question 11

Tide detergent is available in a variety of formulations but Procter and Gamble should be concerned that any addition to the Tide detergent product line could cannibalize sales of existing products.​

Accepted Answer

The statement mentions that Procter and Gamble should be concerned about cannibalization, implying that it is a potential risk. Therefore, the statement is true.

Question 12

A characteristic of a good brand name is that it should:
A)avoid giving buyers the correct connotation of the product's image.
B)be easy to recognize and remember.
C)always be an acronym.
D)be difficult to pronounce.

Accepted Answer

A good brand name should be easy to recognize, remember and recall by customers. It should leave a lasting impression in the customer's mind, and the brand name should be simple and easy to pronounce. Avoiding giving buyers the correct connotation of the product's image and being an acronym or difficult to pronounce can make the brand name confusing and difficult for customers to remember.

Question 13

Which of the following product categories is NOT regulated by the Consumer Product Safety Commission?​
A)​food
B)​bicycles
C)​furniture
D)​window blinds

Accepted Answer

The Consumer Product Safety Commission (CPSC) regulates the safety of consumer products such as bicycles, furniture, and window blinds. However, food products are regulated by other agencies such as the Food and Drug Administration (FDA) and the United States Department of Agriculture (USDA).

Question 14

Which of the following statements is true of category management?
A)Category managers are responsible for the profitability of their product groups.
B)Category managers help a retailer's category buyer maximize sales for a particular manufacturer's product rather than the whole category.
C)Category managers are usually assigned to a single brand rather than each retail chains.
D)Category managers are oriented toward mass market advertising, not in-store merchandising.

Accepted Answer

Category managers are responsible for the profitability of their respective product groups, which involves a range of activities from choosing vendors to identifying price points and promotions to optimize sales and profits.

B, C, and D are incorrect statements. Category managers are responsible for the overall success of the category or product group, not just a particular manufacturer's product. They are also typically assigned to manage a specific category or department rather than a single brand, and their primary focus is on in-store merchandising and promotions to drive sales.

Question 15

Hormel Foods owns the brand,"Wholly Guacamole" but has chosen NOT to display the Hormel name or logo on the packaging.Which term is most appropriate for the "Wholly Guacamole" brand?​
A)​individual brand
B)​family brand
C)​captive brand
D)​manufacturer's brand

Accepted Answer

An individual brand is a brand that is not linked to the parent company or any other brands owned by the company. In this case, Hormel Foods owns the "Wholly Guacamole" brand but has chosen not to display their name or logo on the packaging, making it an individual brand.

Question 16

A product development strategy concentrates on finding new markets for existing products.

Accepted Answer

A product development strategy focuses on creating new products or improving existing ones, rather than finding new markets for existing products.

Question 17

With reference to the five characteristics of a product innovation,a product innovation is said to have a greater _____,if it is superior to previous ideas reflected in terms of lower price,physical improvements,or ease of use.
A)associability
B)compatibility
C)relative advantage
D)observability

Accepted Answer

According to the five characteristics of a product innovation, the characteristic that refers to the extent to which a product innovation is perceived as superior to previous ideas is relative advantage. It reflects the degree to which the innovation is perceived as better than the previous one in terms of lower price, physical improvements, or ease of use. Therefore, in this context, a product innovation has a greater relative advantage if it is perceived as superior to previous ideas in any of these aspects.

Question 18

A _____ strategy focuses on developing entirely new products for new markets.
A)market penetration
B)market development
C)product development
D)product diversification

Accepted Answer

Product diversification involves introducing new products into entirely new markets. Market penetration focuses on increasing sales of existing products in existing markets, while market development focuses on introducing existing products into new markets. Product development involves creating new products for existing markets.

Question 19

Which of the following tasks least describes the role of a brand manager?​
A)​making the product relevant to its target market
B)​protecting the company's trademark and brand
C)​ensuring that products are perceived as high in quality
D)​offering opportunities to enhance consumer brand loyalty
E)​being familiar with the kinds of emotions that push consumers to buy

Accepted Answer

Protecting the company's trademark and brand is more of a legal responsibility, typically handled by legal teams, rather than a core task of a brand manager.

Question 20

Nivea works for Bonbon,a fair-trade chocolate company based in California.In addition to being recognized for the delicious,low fat treats the company manufactures,Bonbon is also known for fair labor practices at its factories.When interviewed,83% of the company's loyal customers said when they couldn't find Bonbon products for purchase in local stores,they ordered them online rather than buy substitute products. ​
​Which type of brand loyalty is illustrated here?
A)​brand insistence
B)​brand preference
C)​brand recognition
D)​brand name
E)​brand competition

Accepted Answer

Brand insistence is when consumers are so loyal to a brand that they will not accept substitutes and will go out of their way to purchase it, as illustrated by the customers ordering online when they can't find Bonbon products locally.

Quiz 13: Developing and Managing Brand and Product Categories

Based on the Young & Rubicam's BrandAsset Valuator model,_____ is a dimension of brand personality that refers to a brand's ability to stand apart from competitors.

The screening and business analysis stages generate extremely important information for new-product development as:

Which of the following actions can the CPSC take to ensure product safety?

A firm is most likely to opt for a family brand to market its products when the products are:

At the _____ stage in the consumer adoption process,buyers consider the likely benefits of the product.

A _____ is a symbol or a pictorial design that distinguishes a product from its competitors' offerings.

Firms may also choose to introduce new products into markets in which they have already established positions to try to increase overall market share.These new offerings are called _____ brands.

When Microsoft introduced the latest edition of Age of Empires III,it provided a free download of one of the game scenarios.Addition of this link is most likely to influence which of the following characteristics of the product innovation?

Tide detergent is available in a variety of formulations but Procter and Gamble should be concerned that any addition to the Tide detergent product line could cannibalize sales of existing products.​

A characteristic of a good brand name is that it should:

Which of the following product categories is NOT regulated by the Consumer Product Safety Commission?​

Which of the following statements is true of category management?

Hormel Foods owns the brand,"Wholly Guacamole" but has chosen NOT to display the Hormel name or logo on the packaging.Which term is most appropriate for the "Wholly Guacamole" brand?​

A product development strategy concentrates on finding new markets for existing products.

With reference to the five characteristics of a product innovation,a product innovation is said to have a greater _____,if it is superior to previous ideas reflected in terms of lower price,physical improvements,or ease of use.

A _____ strategy focuses on developing entirely new products for new markets.

Which of the following tasks least describes the role of a brand manager?​

Tide detergent is available in a variety of formulations but Procter and Gamble should be concerned that any addition to the Tide detergent product line could cannibalize sales of existing products.

Which of the following product categories is NOT regulated by the Consumer Product Safety Commission?

Hormel Foods owns the brand,"Wholly Guacamole" but has chosen NOT to display the Hormel name or logo on the packaging.Which term is most appropriate for the "Wholly Guacamole" brand?

Which of the following tasks least describes the role of a brand manager?