Question 1

A trademark is

Accepted Answer

A)   any word, device (design, sound, shape or color) , or combination of these used to distinguish a seller's products or services.
B)   the part of a brand that can be spoken.
C)   the part of a brand that is a symbol or design and cannot be vocalized.
D)   the commercial, legal name under which a company does business.
E)   the identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use, thereby preventing others from using it.F) B) and C)
G) A) and E)

Question 2

Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity. The second step is to establish a brand's meaning in the minds of consumers. This step consists of two dimensions, B and C, which represent

Accepted Answer

A)   brand performance and brand imagery.
B)   brand identity and brand emotion.
C)   consumer judgments and consumer feelings.
D)   brand awareness and consumer-brand connection.
E)   consumer feelings and brand imagery.F) D) and E)
G) A) and C)

Question 3

In terms of their likely product life cycles, detox tea, unicorn-themed clothing, and beard oil are best categorized as being ________ products.

Accepted Answer

A)   fad
B)   low-learning
C)   fashion
D)   generalized
E)   high-learningF) C) and D)
G) C) and E)

Question 4

A new exercise video contends that with one day of fasting and a one-hour period of intense cardiovascular exercise, the average individual can lose five pounds a week and be in peak health within six months of starting the program. ________ barriers could doom the new product to failure because the product's claims are not consistent with how consumers really behave.

Accepted Answer

A)   Psychological
B)   Social
C)   Physical
D)   Risk
E)   UsageF) A) and E)
G) A) and D)

Question 5

The stylized blue and white waves that appear in an oval shape on every package of Ocean Spray brand products is an example of a

Accepted Answer

A)   copyright.
B)   operational identification.
C)   patent.
D)   brand name.
E)   label.F) All of the above
G) A) and D)

Question 6

Changing the place a product occupies in a consumer's mind relative to competitive products is referred to as

Accepted Answer

A)   market modification.
B)   product modification.
C)   product repositioning.
D)   product positioning.
E)   perceptual mapping.F) D) and E)
G) B) and E)

Question 7

The initial purchase of a product by a consumer is referred to as

Accepted Answer

A)   a product sampling.
B)   a sample buy.
C)   a trial.
D)   an assessment.
E)   an examination period.F) B) and C)
G) All of the above

Exam 11: Managing Successful Products, Services, and Brands

Changing the place a product occupies in a consumer's mind relative to competitive products is referred to as

Correct Answer
verified

A trademark is

Correct Answer
verified

The initial purchase of a product by a consumer is referred to as

Correct Answer
verified

In terms of their likely product life cycles, detox tea, unicorn-themed clothing, and beard oil are best categorized as being ________ products.

Correct Answer
verified

The stylized blue and white waves that appear in an oval shape on every package of Ocean Spray brand products is an example of a

Correct Answer
verified

Correct Answer
verified

Figure 11-6 -Figure 11-6 above shows the sequential process of building brand equity. The second step is to establish a brand's meaning in the minds of consumers. This step consists of two dimensions, B and C, which represent

Correct Answer
verified

Exam 11: Managing Successful Products, Services, and Brands

Changing the place a product occupies in a consumer's mind relative to competitive products is referred to as

Correct AnswerverifiedShow Answer

A trademark is

Correct AnswerverifiedShow Answer

The initial purchase of a product by a consumer is referred to as

Correct AnswerverifiedShow Answer

In terms of their likely product life cycles, detox tea, unicorn-themed clothing, and beard oil are best categorized as being ________ products.

Correct AnswerverifiedShow Answer

The stylized blue and white waves that appear in an oval shape on every package of Ocean Spray brand products is an example of a

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Figure 11-6 -Figure 11-6 above shows the sequential process of building brand equity. The second step is to establish a brand's meaning in the minds of consumers. This step consists of two dimensions, B and C, which represent

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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