_______ is the positive differential effect that knowing the brand name has on customer response to the product or service. It can be measured by the extent to which customers are willing to pay more for the brand.

_______ is the positive differential effect that knowing the brand name has on customer response to the product or service. It can be measured by the extent to which customers are willing to pay more for the brand.

A. Co-branding.
B. Width.
C. Brand name.
D. Multi-branding.
E. Brand equity.

Answer: E

In the new product development process, which of the following could be a Concept Development Statement for the Toyota Prius:

In the new product development process, which of the following could be a Concept Development Statement for the Toyota Prius:

A. Don't fall victim to high gas prices.
B. An affordable sedan that offers high gas mileage and an eco-friendly driving experience.
C. Go green with your next car purchase.
D. Hybrid-peace-green.
E. To young drivers, the Prius offers eco-friendly peace of mind because of its gas-electric hybrid platform.

Answer: B

As a marketing manager for Revlon, you choose to serve markets along the west coast. Your segmentation analysis reveals that these markets can be effectively marketed to by your company. Thus, these segments are _____________ enough to use.

As a marketing manager for Revlon, you choose to serve markets along the west coast. Your segmentation analysis reveals that these markets can be effectively marketed to by your company. Thus, these segments are _____________ enough to use.

A. Definable.
B. Measurable.
C. Substantial.
D. Actionable.
E. Differentiable.

Answer: D

Under Armour has introduced a line of very successful Under Armour fitness equipment (considered a new product category). This is an example of all of the following EXCEPT:

Under Armour has introduced a line of very successful Under Armour fitness equipment (considered a new product category). This is an example of all of the following EXCEPT:

A. an augmented product.
B. an "Opportunity," according to the SWOT analysis.
C. diversification.
D. evidence of Under Armour's brand equity.
E. a brand extension.

Answer: A

In 2008, ESPN introduced ESPN3, an online streaming service that delivers live sports streams and replays of global sporting events to its online users. According to the product/market expansion grid, ESPN3 is an example of.

In 2008, ESPN introduced ESPN3, an online streaming service that delivers live sports streams and replays of global sporting events to its online users. According to the product/market expansion grid, ESPN3 is an example of.

A. Market Penetration.
B. Market Development.
C. Product Development.
D. Diversification.
E. A "specialty" consumer product.

Answer: C

Harrah's new luxury condos in NYC are being funded by Harrah's highly successful casinos. The luxury condos currently have high market growth rates but relatively low market share. According to the BCG Matrix, the luxury CASINOS are.

Harrah's new luxury condos in NYC are being funded by Harrah's highly successful casinos. The luxury condos currently have high market growth rates but relatively low market share. According to the BCG Matrix, the luxury CASINOS are.

A. Dogs.
B. Stars.
C. Question Marks.
D. Pets.
E. Cash Cows.

Answer: E

Harrah's new luxury condos in NYC are being funded by Harrah's highly successful casinos. The luxury condos currently have high market growth rates but relatively low market share. According to the BCG Matrix, the luxury CONDOS are.

Harrah's new luxury condos in NYC are being funded by Harrah's highly successful casinos. The luxury condos currently have high market growth rates but relatively low market share. According to the BCG Matrix, the luxury CONDOS are.

A. Dogs.
B. Stars.
C. Question Marks.
D. Pets.
E. Cash Cows.

Answer: C

Vanilla Diet Coke made with Splenda (a sugar substitute) was created for a small market of individuals who are diabetic, calorie-conscious, and like the taste of vanilla. By going after a large share of a small market, Coca Cola is engaging in _________________.

Vanilla Diet Coke made with Splenda (a sugar substitute) was created for a small market of individuals who are diabetic, calorie-conscious, and like the taste of vanilla. By going after a large share of a small market, Coca Cola is engaging in _________________.

A. Individual Marketing
B. Undifferentiated Marketing
C. Local Marketing
D. Niche Marketing
E. Micromarketing

Answer: D

Commerce Bank has positioned itself as "the most convenient bank of America" - it remains open 7 days a week, including weekends, and you can get a debit card while you wait. Commerce Bank differentiates itself based on:

Commerce Bank has positioned itself as "the most convenient bank of America" - it remains open 7 days a week, including weekends, and you can get a debit card while you wait. Commerce Bank differentiates itself based on:

A. Image
B. Channel
C. Product
D. People
E. Service

Answer: E

Which of the following target market strategies is LEAST likely to succeed when marketing a consumer good or service in the United States?

Which of the following target market strategies is LEAST likely to succeed when marketing a consumer good or service in the United States?

A. Behavioral Segmentation
B. Micromarketing
C. Undifferentiated Marketing
D. Concentrated Marketing
E. Demographic Segmentation

Answer: C

Charmin toilet paper is considered to be what type(s) of product?

Charmin toilet paper is considered to be what type(s) of product?

A. Consumer.
B. Convenience.
C. Shopping.
D. Specialty.
E. A & B are both correct.

Answer: E

The Creamery has introduced a new flavor of ice cream called "Berry Freeze." The new flavor is an instant hit, but the manager has noticed that sales of other ice cream flavors have drastically decreased, due mostly to the popular new flavor. This is an example of ______________.

The Creamery has introduced a new flavor of ice cream called "Berry Freeze." The new flavor is an instant hit, but the manager has noticed that sales of other ice cream flavors have drastically decreased, due mostly to the popular new flavor. This is an example of ______________.

A. Brand Dilution.
B. Cannibalization.
C. Product Maturity.
D. Diversification.
E. Downward line stretching.

Answer: B

The Creamery has introduced a new flavor of ice cream called "Berry Freeze" to its already successful ice cream product line at Penn State. Berry Freeze is the same price as other Creamery ice cream flavors. Which of the following is true of Berry Freeze?

The Creamery has introduced a new flavor of ice cream called "Berry Freeze" to its already successful ice cream product line at Penn State. Berry Freeze is the same price as other Creamery ice cream flavors. Which of the following is true of Berry Freeze?

A. It's a Brand Extension for Creamery ice cream.
B. It's an example of filling a product line.
C. It's an example of upward product line stretching.
D. It's a part of a mass target marketing strategy.
E. All of the above.

Answer: B

All of the following are true of the "maturity stage" of the product life cycle EXCEPT:

All of the following are true of the "maturity stage" of the product life cycle EXCEPT:

A. The market focus is on getting consumers to switch to your product.
B. Modifying the product itself can be profitable at this stage.
C. Production costs are low.
D. A lot of competitors enter the market.
E. It's important to defend market share at this stage.

Answer: D

_______ is the stage in the NPD process just before the product launch, in which the company introduces the product in small but realistic market settings before going to the greater expense of full introduction.

_______ is the stage in the NPD process just before the product launch, in which the company introduces the product in small but realistic market settings before going to the greater expense of full introduction.

A. Idea Screening.
B. Product Concept.
C. Concept Testing.
D. Product Development.
E. Test Marketing.

Answer: E

Which of the following is true of the New Product Development (NPD) Process?

Which of the following is true of the New Product Development (NPD) Process?

A. Customers are an important external source for idea generation.
B. Companies with tight budgets should skip over the business analysis stage.
C. Begins with concept development.
D. Risk assessment is performed at the end of the NPD process.
E. All of the above.

Answer: A