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29 - Which of the following is the correct term used to describe the goods used in the production of other goods such as raw materials?    a) non-durable goods  B) goods at ease  NS) production goods  D) durable goods  TO) Consumer goods

A brand audit is a comprehensive examination of a brand to discover its sources of brand equity. O True O False

Which of the following are potential pitfalls of a differentiation strategy? Uniqueness is valuable Uniqueness is not valuable Differentiation is not easily imitated Product-line extensions do not dilute the brand

Continuous innovations are described as:    having to establish new consumption patterns due to the creation of a previously unknown product.   having no disruptive influence, although consumers need to learn new behaviors.   having no disrupting or the least disrupting influence on established consumption patterns.   having some disruptive influence on established consumption patterns.

Many times, firms take advantage of their popular, well-known brands by developing brand extensions, because they know that the brand equity of the original or parent brand will be transferred to the new product. If a new product is of poor quality, it can damage the reputation of the parent brand, whereas a new product that is of superior quality can enhance the parent brand’s reputation. What are some examples of brand extensions that have damaged and that have enhanced the parent brand equity? Cite aspects of the brand extension that you believe were most detrimental/helpful.

Two similar consumer goods and compare them in terms of their use, safety, quality and cost

Non-value-added activities are those that add to a product's desirability. True or False

A value proposition is the full mix of benefits upon which a brand is positioned. There are five possible value propositions. Briefly explain and give an example on each one.

Brands say something about product quality and consistency. * True O False

What happens to competition in the growth phase of Product Lifecycle? Group of answer choices No competitors High competition Competitors become partners Few competitors Thanks

The key characteristic distinguishing business products from consumer products its intended use, not physical form. True or false?

A product can be differentiated in terms of: Product features Product aesthetics Brand name All of the above

A company with a product in the decline stage of the product life cycle might decide to __________ if it has reason to hope that competitors will exit the market.

1) Brand name can be used without copyright permission. Select one: O True O False 2) Points of difference showcases about the product/brand differentiation. Select one: O True O False

The combined use of different marcom tools – such as advertising a brand on TV, sponsoring an event, and developing a social media presence – can produce a synergistic effect for a brand. What does the concept of synergy mean in this context? Provide a practical illustration of how two or more marcom tools when used in combination are capable of producing results greater than the sum of their individual contributions.    (When you provide a practical illustration, I need to see how you identified a business/brand using two or more marketing communication tools, and the greater results of their usage of those two or more tools. Discuss first what marketing communication tools are being used before presenting the results)

Multiple choices questions 20

List at least ten products that already exist, which you use, that are constanly being modified to take advantage of new technologies. State the convenience these products brought to your life.

19.   You prefer superior brands to inferior brands. Given this information, the next time you buy a chocolate bar, you should choose an inexpensive bar to save money. choose the brand with the highest MU/P. choose a superior brand to so you get the best possible bar. I choose to use one of my three skips on this question. choose a medium priced bar to ensure decent quality and prevent being ripped off by expensive brands.

It is a mistake to think that product safety is only a concern in manufacturing. In fact, advertisers, salespeople, suppliers, manufacturers, and anyone else who occupies a marketing function should make product safety a high priority. In November, the maker of Tide and Pampers told consumers to throw out their Old Spice and Secret aerosol deodorants for possibly containing benzene. The company said it would offer refunds for more than a dozen Old Spice and Secret aerosol brands. Benzene is classified as a carcinogen that could cause leukemia and blood disorders. Based on exposure modeling and cancer risk assessments published by the Environmental Protection Agency, P&G said daily exposure to benzene in its recalled products -- at the levels detected during testing would not be expected to cause adverse health consequences. The personal care and consumer goods corporation stated that it has not received any reports of adverse events related to this recall to date. It said the…

What is a relevant criterion for the product screening process? Multiple Choice profit potential employee involvement production capacity of competitors the stage of the product life cycle

Brand equity is a marketing term that describes a brand’s value. That value is determined by consumer perception of and experiences with the brand. If people think highly of a brand, it has positive brand equity. When a brand consistently under-delivers and disappoints to the point where people recommend that others avoid it, it has negative brand equity. Use the BRANDZ Model to explain the brand equity of Shan foods.

The strategy of setting a price higher than the competition's price to 'suggest' a higher quality has been successfully used by ______. options: Automobiles  Coca Cola McDonald's Coffee Starbucks