Marketing Module: Building Brand Equity Through Advertising! Quiz
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- 1.
A brand is .
- A.
Created by memorable, meaningful and likable advertising
- B.
A set of associations linked to a name
- C.
A reputation
- D.
A and B
- E.
A and C
- F.
B and C
- G.
A, B and C
Correct Answer
F. B and CExplanation
The correct answer is B and C. A brand is a set of associations linked to a name and also a reputation. These associations can include the qualities, characteristics, and values that consumers associate with a particular brand. A brand's reputation is built over time through various factors such as product quality, customer service, and marketing efforts. Therefore, both the associations linked to a name and the reputation contribute to what a brand represents.Rate this question:
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- 2.
The great era of branding started?
- A.
In the early 1800s
- B.
In the late 1800s
- C.
In the early 1900s
- D.
In the 1950s
Correct Answer
B. In the late 1800sExplanation
In the late 1800s, the great era of branding started. During this time, advancements in technology and transportation allowed companies to expand their reach and market their products on a larger scale. The rise of mass production and mass communication also played a significant role in the development of branding. Companies began to recognize the importance of creating a unique brand identity to differentiate themselves from competitors and attract consumers. This marked a significant shift in marketing strategies and laid the foundation for modern branding practices that continue to this day.Rate this question:
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- 3.
The connection between a lot of advertising and brand equity is _________ the connection between sustained innovation excellence and brand equity.
- A.
A lot weaker than
- B.
About the same as
- C.
A lot stronger than
Correct Answer
A. A lot weaker thanExplanation
The correct answer is "A lot weaker than." This means that the connection between a lot of advertising and brand equity is not as strong as the connection between sustained innovation excellence and brand equity. In other words, advertising may have some impact on brand equity, but sustained innovation excellence has a much stronger influence on brand equity.Rate this question:
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- 4.
Given the results of the Nescafe Instant coffee experiment, how did Nescafe reposition its brand?
- A.
Great tasting and convenient
- B.
Great tasting for the busy homemaker
- C.
Great tasting and it frees up time to do more important chores
- D.
Great tasting to the last drop
Correct Answer
C. Great tasting and it frees up time to do more important choresExplanation
Nescafe repositioned its brand by emphasizing that their instant coffee is not only great tasting but also frees up time to do more important chores. This suggests that Nescafe is targeting busy individuals who value both taste and convenience, and positioning their product as a time-saving solution for their customers.Rate this question:
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- 5.
There are different types of brand loyalty that have different strengths. Which of the following is the correct order of strength presented in the section? Strongest first, weakest last.
- A.
Identity, differentiation, emotional, service contract, convenience
- B.
Differentiation, emotional, identity, service contract, convenience
- C.
Emotional, differentiation, identity, convenience, service contract
- D.
Emotional, identity, differentiation, service contract, convenience
Correct Answer
C. Emotional, differentiation, identity, convenience, service contract -
- 6.
Harley Davidson is a great example of what sort of brand loyalty?
- A.
Emotional loyalty
- B.
Differentiation loyalty
- C.
Identity loyalty
- D.
Service contract loyalty
Correct Answer
C. Identity loyaltyExplanation
Identity loyalty refers to the kind of brand loyalty where consumers feel a strong connection and identification with a particular brand. In the case of Harley Davidson, it is a great example of identity loyalty because the brand has successfully created a strong sense of community and belonging among its customers. Harley Davidson owners often consider themselves part of a unique and exclusive group, which further strengthens their loyalty towards the brand. The brand's iconic image and values also contribute to this sense of identity, making it a prime example of identity loyalty.Rate this question:
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- 7.
Who are/were most likely to be the most brand-loyal to packaged goods and appliances?
- A.
Your generation
- B.
Your parents’ generation
- C.
Your grandparents’ generation
Correct Answer
C. Your grandparents’ generationExplanation
The most likely explanation for the correct answer being "Your grandparents' generation" is that older individuals tend to have established preferences and habits, including brand loyalty. This generation grew up during a time when there were fewer options available in the market, and they may have developed strong attachments to certain brands that have been consistent and reliable over the years. Additionally, older individuals may be less inclined to experiment with new brands and are more likely to stick to what they know and trust.Rate this question:
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- 8.
What is the reason for the change in brand loyalty between generations?
- A.
Exposure to more advertising
- B.
Greater innocence
- C.
Much busier
- D.
Reduced product improvement
Correct Answer
D. Reduced product improvementExplanation
The reason for the change in brand loyalty between generations is reduced product improvement. This means that newer generations are experiencing less innovation and improvement in products compared to previous generations. As a result, they may be less loyal to specific brands and more open to trying new products or brands that offer better features or benefits.Rate this question:
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- 9.
Where are the greatest branding opportunities today?
- A.
In big ticket items involving a lot of risk
- B.
To insecure teenagers
- C.
In developing economies
Correct Answer
C. In developing economiesExplanation
The greatest branding opportunities today are in developing economies. These economies are experiencing rapid growth and development, creating a demand for new products and services. Additionally, consumers in these economies are becoming more affluent and brand-conscious, presenting a valuable market for companies to establish their brand presence. By targeting developing economies, businesses can capitalize on the potential for high growth and establish themselves as trusted and preferred brands in these emerging markets.Rate this question:
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- 10.
In leveraging brand reputation, a strong brand .
- A.
Opens the door and invites you in
- B.
Provides a foot in the door, that is all
- C.
Blows down the door and blows out the windows
Correct Answer
B. Provides a foot in the door, that is allExplanation
A strong brand provides a foot in the door, meaning that it helps to create initial opportunities and gain access to potential customers or clients. However, it is important to note that having a strong brand alone is not enough to guarantee success or long-term relationships. It is just the first step in building trust and credibility with the target audience.Rate this question:
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- 11.
Which of the following has Virgin used to extend its brand name?
- A.
The extension category is used in the same usage situation
- B.
The extension category is distributed through the same channels
- C.
The extension category is not dominated by existing, powerful brands
- D.
All of these options
- E.
None of the above
Correct Answer
E. None of the aboveExplanation
Virgin has used all of the mentioned strategies to extend its brand name. The extension category is used in the same usage situation, as Virgin has expanded its brand into various industries such as airlines, music, telecommunications, and more. The extension category is also distributed through the same channels, as Virgin products and services are often sold through their own retail outlets or online platforms. Additionally, Virgin has successfully entered industries that were not dominated by existing, powerful brands, allowing them to establish themselves as a strong competitor. Therefore, the correct answer should be "All of these options."Rate this question:
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- 12.
Bruce McLaren, a New Zealander, founded the McLaren racing team that won eight Formula One World championships during the 1980s, and McLaren is still a major player in the design of race cars and winning championships. Which of the following would not have been a good brand extension?
- A.
McLaren after-market high performance auto parts and accessories
- B.
McLaren high-performance driving courses
- C.
McLaren scenic tours of New Zealand
- D.
A super sports car
- E.
None of the above
Correct Answer
C. McLaren scenic tours of New ZealandExplanation
McLaren scenic tours of New Zealand would not have been a good brand extension because it does not align with McLaren's core expertise in designing race cars and winning championships. While McLaren has a strong reputation in the automotive industry, offering scenic tours does not leverage their expertise or brand image. The other options, such as after-market auto parts, driving courses, and a super sports car, are all more closely related to McLaren's core business and would be more suitable brand extensions.Rate this question:
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- 13.
Singer sewing machine wrecked its brand equity by .
- A.
Ceasing to provide customer support and education
- B.
Selling off all of its company owned stores
- C.
Stopped investing in developing and innovating high quality sewing machines
- D.
All of these options
- E.
None of the above
Correct Answer
D. All of these optionsExplanation
Singer sewing machine wrecked its brand equity by ceasing to provide customer support and education, selling off all of its company owned stores, and stopping investing in developing and innovating high quality sewing machines. These actions would have negatively impacted the brand's reputation, customer satisfaction, and overall perception in the market, leading to a decline in brand equity.Rate this question:
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- 14.
Which of the following is likely to most increase shareholder value and obtain financing?
- A.
A very clever brand advertising campaign
- B.
Having the Chief Executive Officer appear in the brand advertising campaign
- C.
Having the company name as the brand name
- D.
All of the above
Correct Answer
C. Having the company name as the brand nameExplanation
Having the company name as the brand name is likely to most increase shareholder value and obtain financing because it helps to establish brand recognition and brand equity. When the company name is the same as the brand name, it creates a strong association between the two, making it easier for customers to identify and trust the brand. This can lead to increased sales and market share, which ultimately increases shareholder value. Additionally, having a strong brand name can make it easier for the company to attract financing from investors and lenders who recognize the value of a well-established brand.Rate this question:
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- 15.
Which of the following is the odd brand out?
- A.
NoDoz
- B.
Handy Wipes
- C.
Slim Fast
- D.
Mop and Glow
- E.
Tide
Correct Answer
E. TideExplanation
All the given options are brands related to household products, except for Tide which is a brand of laundry detergent. Therefore, Tide is the odd brand out in this group.Rate this question:
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- 16.
When a logo’s reputation is earned over decades _ .
- A.
The logo should stay the same for decades
- B.
The logo needs to be refreshed to create more interest and attention
- C.
The logo needs to be changed to create new brand associations
Correct Answer
A. The logo should stay the same for decadesExplanation
When a logo's reputation is earned over decades, it signifies that the logo has become well-established and recognizable among consumers. Changing the logo can potentially confuse or alienate customers who have grown accustomed to the original design. By keeping the logo the same for decades, the company can maintain consistency and build a strong brand identity. This consistency also helps in building trust and loyalty among customers who associate the logo with the company's reputation and values.Rate this question:
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- 17.
Which of the following was not one of the first two activities in the Good Grip’s product development process?
- A.
Identify a consumer need
- B.
Hire a designer
- C.
Learn about the market
Correct Answer
B. Hire a designerExplanation
The correct answer is "Hire a designer." In the Good Grip's product development process, the first two activities were to identify a consumer need and learn about the market. Hiring a designer would come later in the process, after the initial research and understanding of the consumer needs and market trends have been established.Rate this question:
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- 18.
The Good Grips case study highlighted best practice in .
- A.
Understanding customer product use and benefits sought
- B.
Design
- C.
Funding the project
- D.
Maximizing distribution reach
- E.
Minimizing opportunities for imitators
- F.
All of the above
Correct Answer
F. All of the aboveExplanation
The Good Grips case study highlighted best practice in understanding customer product use and benefits sought, design, funding the project, maximizing distribution reach, and minimizing opportunities for imitators. This means that the case study demonstrated excellence in all of these areas, showcasing effective strategies and approaches for each aspect of the business.Rate this question:
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- 19.
The filter or stage-gate product development process is made up of which of the following stages?
- A.
Idea development, analysis and screening, concept development, prototype design, prototype manufacturing and testing
- B.
Analysis and screening, idea development, concept development, prototype design, prototype manufacturing and testing
- C.
Idea development, concept development, analysis and screening, prototype design, prototype manufacturing and testing
- D.
Idea development, concept development, prototype design, analysis and screening, prototype manufacturing and testing
Correct Answer
A. Idea development, analysis and screening, concept development, prototype design, prototype manufacturing and testingExplanation
The correct answer is the first option: Idea development, analysis and screening, concept development, prototype design, prototype manufacturing and testing. This answer follows the logical sequence of stages in the filter or stage-gate product development process. It starts with idea development, where potential ideas are generated. Then, analysis and screening are conducted to evaluate and filter these ideas. Next, concept development is carried out to further refine and develop the selected ideas. After that, prototype design takes place, where a physical or virtual representation of the product is created. Finally, prototype manufacturing and testing are done to assess the performance and feasibility of the product.Rate this question:
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- 20.
In 1990, of new product development projects were next generation, break-through products and by 2004, were next generation, break-through products according to Professor Cooper.
- A.
12%, 20%
- B.
20%, 12%
- C.
41%, 61%
- D.
61%, 41%
Correct Answer
B. 20%, 12%Explanation
The correct answer is 20%, 12%. According to Professor Cooper, in 1990, 20% of new product development projects were next generation, break-through products. By 2004, this percentage had decreased to 12%. This suggests that there was a decline in the number of innovative and ground-breaking products being developed over this time period.Rate this question:
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- 21.
The typical performance metric for judging new product success is .
- A.
Return on investment
- B.
Market share
- C.
% of sales coming from new products launched in the last 3-5 years
- D.
All of the above
Correct Answer
C. % of sales coming from new products launched in the last 3-5 yearsExplanation
The typical performance metric for judging new product success is the percentage of sales coming from new products launched in the last 3-5 years. This metric measures the effectiveness of new product introductions in generating revenue and capturing market share. It takes into account the long-term impact of new products on the company's overall sales performance, indicating the success and sustainability of the company's innovation efforts. Return on investment and market share are also important metrics, but they do not specifically focus on the success of new product launches.Rate this question:
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- 22.
The current emphasis in new product development in North America encourages:
- A.
Managers to think inside the box
- B.
Managers to think outside the box
- C.
Partnerships with companies in low cost markets
Correct Answer
A. Managers to think inside the boxExplanation
The current emphasis in new product development in North America encourages managers to think inside the box. This means that they are encouraged to focus on existing resources, capabilities, and knowledge within the organization to come up with innovative ideas and solutions. Instead of seeking external partnerships or looking for ideas outside the organization, managers are encouraged to explore the untapped potential and possibilities within their own resources and expertise. This approach promotes efficiency, utilization of existing assets, and leveraging internal knowledge and experience for new product development.Rate this question:
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- 23.
The Chief Executive of GE, Jeff Immelt thinks .
- A.
North America has a great future in developing new products
- B.
His company will do more product development in Germany
- C.
GE will move its break-through product development efforts to India and China
Correct Answer
C. GE will move its break-through product development efforts to India and ChinaExplanation
The correct answer is GE will move its break-through product development efforts to India and China. This can be inferred from the statement that the Chief Executive of GE, Jeff Immelt thinks that North America has a great future in developing new products and his company will do more product development in Germany. Therefore, the logical conclusion is that GE will move its break-through product development efforts to India and China.Rate this question:
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- 24.
The filtering, stage-gate approach in turbulent times is considered by two leading marketing scholars to be:
- A.
Best practice
- B.
A way of ensuring that 70% of your product development projects are successful
- C.
A way of ensuring that 50% of your product development projects are successful
- D.
Cumbersome and inappropriate
Correct Answer
D. Cumbersome and inappropriateExplanation
The filtering, stage-gate approach in turbulent times is considered cumbersome and inappropriate by two leading marketing scholars. This suggests that the approach is not effective or suitable for managing product development projects in uncertain or rapidly changing environments. It implies that using this approach may lead to difficulties and inefficiencies in the product development process, potentially resulting in a lower success rate for projects.Rate this question:
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- 25.
Product development is about strong
- A.
Design creativity
- B.
Leadership
- C.
Focus
- D.
Simplicity
- E.
All of the above
Correct Answer
E. All of the aboveExplanation
The correct answer is "All of the above". This means that all of the options listed - design creativity, leadership, focus, and simplicity - are important aspects of product development. Design creativity is necessary to come up with innovative and attractive product designs. Leadership is important to guide the development process and make effective decisions. Focus is essential to stay on track and prioritize tasks. Simplicity is crucial to ensure that the product is user-friendly and easy to understand.Rate this question:
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- 26.
Concurrent engineering is ______________.
- A.
The development of the production process and marketing plan after the development of the product
- B.
The development of the production process and marketing plan before the development of the product
- C.
When several product development teams work in parallel rather than in sequence
- D.
When several product development teams work in sequence rather than in parallel
Correct Answer
C. When several product development teams work in parallel rather than in sequenceExplanation
Concurrent engineering refers to the practice of having multiple product development teams working simultaneously rather than one after the other. This approach allows for a more efficient and streamlined development process as teams can collaborate and address any potential issues or improvements in real-time. By working in parallel, teams can save time and resources, leading to faster product development and improved overall quality.Rate this question:
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- 27.
A study found that concurrent engineering .
- A.
Reduces time to market by 50-80 percent
- B.
Development time is 20-50 percent less
- C.
Dollar sales are 60-90 percent higher
- D.
Overall quality is 200-600 percent higher
Correct Answer
D. Overall quality is 200-600 percent higherExplanation
Concurrent engineering is a design approach that involves multiple teams working simultaneously on different aspects of a project. This study suggests that implementing concurrent engineering can significantly improve the overall quality of the product, with an increase of 200-600 percent. This could be due to the collaborative nature of concurrent engineering, which allows for early detection and resolution of design flaws, as well as better coordination between different teams. By addressing potential issues earlier in the design process, the final product is likely to have fewer defects and higher quality overall.Rate this question:
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- 28.
Research has shown that the design management skills listed in the section .
- A.
Are positively related to firm growth and profitability
- B.
Moderate the effect of investment in design on performance
- C.
Both A and B
- D.
None of the above
Correct Answer
C. Both A and BExplanation
The research has shown that the design management skills listed in the section are both positively related to firm growth and profitability and moderate the effect of investment in design on performance.Rate this question:
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- 29.
Which of the following statements is true, as discussed in the product development module?
- A.
One third of the CEO’s of very successful high-growth, high-profit companies manage the task of designing low cost into their products well
- B.
It has been proven that concurrent engineering is very effective
- C.
It is easy to implement concurrent engineering
- D.
Many admit they are doing a good job of early testing of product design for manufacturability, of estimating costs, and of involving customers and suppliers during the design process
Correct Answer
B. It has been proven that concurrent engineering is very effectiveExplanation
The correct answer is "It has been proven that concurrent engineering is very effective." This statement suggests that there is evidence to support the effectiveness of concurrent engineering in product development.Rate this question:
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- 30.
What is the key to a successful product design process?
- A.
Iterating or cycling from design improvement and improved prototype to customer testing and consultation
- B.
Spending a lot of time in designing the first prototype
- C.
Hiring professionals to design the product
- D.
Allocating big budget for product design
Correct Answer
A. Iterating or cycling from design improvement and improved prototype to customer testing and consultationExplanation
The key to a successful product design process is iterating or cycling from design improvement and improved prototype to customer testing and consultation. This means continuously refining and enhancing the design based on feedback and testing with customers. It allows for adjustments and improvements to be made based on real-world usage and customer preferences, ultimately leading to a more successful and effective product design.Rate this question:
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- 31.
Which of the following statements is true about prototyping?
- A.
You develop the clay model and then use it as input into computer-aided design
- B.
Quality prototyping is about getting the prototype right the first time
- C.
The working model that the organization has figured out how to manufacture is called the prototype
- D.
Organizations don’t spend enough time in developing detailed specifications of the first prototype
Correct Answer
C. The working model that the organization has figured out how to manufacture is called the prototypeExplanation
The correct answer is "The working model that the organization has figured out how to manufacture is called the prototype." This statement accurately defines a prototype as a working model that the organization has determined how to manufacture. Prototyping involves creating a physical or digital representation of a product or system to test and evaluate its design, functionality, and feasibility. It allows organizations to identify and address any issues or improvements before mass production or implementation.Rate this question:
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- 32.
Royal Phillips Electronics developed a global branding effort called “Sense and Simplicity” in 2004. Which of the following activities is incorrect?
- A.
Set up a Simplicity Advisory Board of company outsiders to evaluate products and report to the CEO
- B.
This principle applies to all good design: Simplify!
- C.
Everything should be made as simple as possible, and then simpler
- D.
It is an extension of the Chinese principle of feng shui: buildings and interiors with no clutter and complexity are healthy
Correct Answer
C. Everything should be made as simple as possible, and then simplerExplanation
The given answer is incorrect because it contradicts the principle of "Sense and Simplicity" which emphasizes simplifying products and designs. The correct approach is to make things as simple as possible, without compromising their functionality or usability.Rate this question:
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- 33.
A major part of product development involves:
- A.
Improving the process
- B.
Getting rid of the “not invented here” business mentality
- C.
Changing the “corporate lawyers are king” business culture
- D.
All of the above
Correct Answer
D. All of the aboveExplanation
The correct answer is "All of the above". This means that a major part of product development involves improving the process, getting rid of the "not invented here" business mentality, and changing the "corporate lawyers are king" business culture. In order to successfully develop and innovate products, it is important to continuously improve the process, be open to ideas and collaborations from external sources, and foster a culture that values creativity and risk-taking rather than being overly cautious and legalistic.Rate this question:
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- 34.
The CEO of P&G talks about two consumer moments of truth. Which of the following is NOT one of them?
- A.
When the consumer confronts the product on the store shelf
- B.
When the consumer talks to other consumers
- C.
When the consumer uses the product at home
- D.
All of the above
Correct Answer
B. When the consumer talks to other consumersExplanation
The CEO of P&G discusses two consumer moments of truth, which are when the consumer confronts the product on the store shelf and when the consumer uses the product at home. However, talking to other consumers is not considered one of the consumer moments of truth according to the given information.Rate this question:
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- 35.
P&G’s recent success in product development is because it has set a goal of having of its new products come from outside the company.
- A.
30 percent
- B.
40 percent
- C.
50 percent
- D.
80 percent
Correct Answer
C. 50 percentExplanation
P&G's recent success in product development can be attributed to the fact that it has set a goal of having 50 percent of its new products come from outside the company. This means that P&G is actively seeking innovative ideas and collaborations with external partners, which can bring fresh perspectives and expertise to their product development process. By embracing external sources for new product ideas, P&G can tap into a wider range of market insights and consumer preferences, leading to a higher likelihood of creating successful and competitive products.Rate this question:
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- 36.
Which of the following is NOT one of the outside sources of innovation ideas?
- A.
New ideas from employees
- B.
Copying innovations in foreign markets
- C.
New ideas from consumers
- D.
Existing specialized industrial product
- E.
None of the above
Correct Answer
E. None of the aboveExplanation
The correct answer is "None of the above." This means that all of the options provided are actually outside sources of innovation ideas. New ideas from employees, copying innovations in foreign markets, new ideas from consumers, and existing specialized industrial products can all contribute to innovation. Therefore, none of the options listed are excluded as outside sources of innovation ideas.Rate this question:
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- 37.
A.G. Lafley, the P&G CEO, used simple slogans.
- A.
He felt that such simplification enables everybody to understand what the goal is and how to get there
- B.
His plan is simple: focus on the billion-dollar brands
- C.
He wanted to try to grow new brands rather than sell more Tide
- D.
Both A and B
- E.
A, B, and C
Correct Answer
D. Both A and BExplanation
A.G. Lafley, the P&G CEO, used simple slogans because he believed that simplification enables everybody to understand the goal and how to achieve it. By using simple slogans, Lafley ensured that the message was clear and easily comprehensible to all. Additionally, Lafley's plan was to focus on the billion-dollar brands, indicating that he wanted to prioritize the growth and success of these established brands rather than solely relying on selling more of a single brand like Tide. Therefore, the correct answer is "Both A and B" as Lafley used simple slogans and focused on billion-dollar brands.Rate this question:
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- 38.
Why do we have warranties if the common law is that a product must be of merchandise quality?
- A.
To protect the seller
- B.
To bolster the promise of customer satisfaction
- C.
Both A and B
- D.
We don’t have to have warranties for every product
Correct Answer
C. Both A and BExplanation
Warranties are put in place to protect the seller and bolster the promise of customer satisfaction. By offering warranties, sellers can provide assurance to customers that they stand behind the quality and performance of their products. This helps to build trust and confidence in the brand and encourages customers to make purchases. Additionally, warranties also provide legal protection for sellers in case of any disputes or issues with the product. Therefore, the correct answer is both A and B.Rate this question:
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- 39.
A positive warranty or guarantee can .
- A.
Raise quality expectations
- B.
Raise employee efforts and morale
- C.
Act as a quality control process
- D.
Be a competitive differentiation feature
- E.
All of the above
Correct Answer
E. All of the aboveExplanation
A positive warranty or guarantee can raise quality expectations by assuring customers that the product or service will meet their standards. It can also raise employee efforts and morale as they strive to deliver on the promises made in the warranty or guarantee. Additionally, it can act as a quality control process by ensuring that the product or service meets certain standards before it is released to the market. Lastly, it can be a competitive differentiation feature as customers may choose a product or service with a positive warranty or guarantee over competitors who do not offer the same level of assurance.Rate this question:
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- 40.
In following through on claims, .
- A.
When a customer complains, it will always lead to negative word-of-mouth
- B.
If a complaint is handled promptly and graciously it can create a more loyal customer
- C.
It is essential to process a warranty claim quickly and efficiently
- D.
Both B and C
- E.
A, B, and C
Correct Answer
D. Both B and CExplanation
When a customer complains, it will always lead to negative word-of-mouth. However, if a complaint is handled promptly and graciously, it can create a more loyal customer. Additionally, it is essential to process a warranty claim quickly and efficiently. Therefore, the correct answer is Both B and C, as both statements B and C emphasize the importance of addressing complaints and warranty claims effectively to maintain customer loyalty and satisfaction.Rate this question:
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- 41.
Which of the following statements is true, as discussed in the product development module?
- A.
All products have an implied warranty
- B.
A defensive warranty acts as a spur to improve product quality and design
- C.
An outstanding warranty has an impact on consumer perceptions of quality, particularly for an established brand
- D.
A good customer service manager points out when customers have obviously not read product instructions
Correct Answer
A. All products have an implied warrantyExplanation
All products have an implied warranty means that regardless of whether or not a specific warranty is provided, there is an automatic guarantee that the product will function as intended. This is based on the principle that products should be of satisfactory quality and fit for their intended purpose. It ensures that consumers have some level of protection and recourse if a product does not meet their expectations or fails to perform as promised.Rate this question:
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- 42.
An outstanding warranty has an impact on consumer perceptions of quality, particularly for .
- A.
An existing brand
- B.
A new brand
- C.
A brand extension
- D.
Both existing and new brands
Correct Answer
B. A new brandExplanation
An outstanding warranty has an impact on consumer perceptions of quality, particularly for a new brand. When a new brand offers an outstanding warranty, it helps to build trust and confidence in the brand's products or services. This is because consumers may be hesitant to try a new brand without any previous experience or reputation. However, a strong warranty can provide assurance that the brand stands behind its offerings and is willing to address any issues or concerns that may arise. This can positively influence consumer perceptions of the brand's quality and encourage them to give the new brand a chance.Rate this question:
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- 43.
Each year, marketers spend far more on .
- A.
Advertising
- B.
Packaging
- C.
Distribut ion channel promotions
- D.
Similar budget are allocated to all of the above
Correct Answer
B. PackagingExplanation
Marketers spend a significant amount of money on packaging each year. Packaging plays a crucial role in attracting consumers, differentiating products from competitors, and conveying brand values. It is an essential element of product marketing and often requires substantial investment in design, materials, and production. Therefore, the correct answer is packaging.Rate this question:
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- 44.
A product’s packaging .
- A.
Is its dressing
- B.
Is often its most distinctive marketing effort
- C.
Is a critical selling tool
- D.
May have to be designed to fit unique display locations
- E.
All of the above
Correct Answer
E. All of the aboveExplanation
The correct answer is "All of the above". This means that all of the given options are correct explanations for the statement "A product's packaging". The packaging of a product can be considered as its dressing, as it is the outer appearance that represents the product. It is also often the most distinctive marketing effort, as it is what catches the attention of the consumers. Additionally, the packaging is a critical selling tool, as it can influence the purchasing decision of the customers. Furthermore, the packaging may have to be designed to fit unique display locations, such as shelves or stands in stores.Rate this question:
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- 45.
Which of the following statements about packaging is true?
- A.
A one-page guide to product use is a sure sign of poor marketing
- B.
The consumer cannot benefit from clever packaging designed for the usage situation
- C.
Innovative packages can add real convenience to product use
- D.
Recyclable packages will appeal to environmentally concerned market segments
- E.
Both C and D
Correct Answer
E. Both C and DExplanation
Innovative packages can add real convenience to product use. This statement suggests that packaging can be designed in a way that enhances the convenience of using the product. This could include features such as easy-to-open packaging or packaging that is specifically designed for a certain usage situation.
Recyclable packages will appeal to environmentally concerned market segments. This statement suggests that packaging that is recyclable will be attractive to consumers who are environmentally conscious. This is because recyclable packaging reduces waste and contributes to sustainable practices.
Therefore, both statements C and D are true and provide valid insights into the benefits and considerations of packaging.Rate this question:
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- 46.
Which of the following statements about a label is NOT true?
- A.
A good product label will be easy to remove
- B.
A good product label will have an 800 number
- C.
A good product label will signal quality
- D.
A good product label is designed to be read by the target segment
- E.
None of the above
Correct Answer
A. A good product label will be easy to removeExplanation
A good product label will be easy to remove. This statement is not true because a good product label is designed to stay intact and provide important information about the product. If a label is easy to remove, it may not fulfill its purpose of providing necessary information or branding.Rate this question:
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- 47.
Which material in packaging may enhance the quality image of the brand in beverages and foods industries, as discussed in the product development module?
- A.
Cans
- B.
Plastic
- C.
A glass bottle
- D.
Cardboard
Correct Answer
C. A glass bottleExplanation
A glass bottle may enhance the quality image of the brand in beverages and foods industries because it is often associated with a premium and high-quality product. Glass is a transparent material that allows consumers to see the product inside, which can create a sense of trust and appeal. Glass bottles are also perceived as more eco-friendly and sustainable compared to plastic or cardboard packaging options. Additionally, glass is non-reactive, meaning it does not interact with the contents of the bottle, preserving the taste and quality of the product.Rate this question:
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Quiz Review Timeline +
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Current Version
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Mar 20, 2023Quiz Edited by
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Nov 29, 2010Quiz Created by
Amphib2007
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