QUESTION One of the managers at Jenny’s feels that the tide will turn against private-label brands once the economy improves. Which of the following is the best counterargument to this claim? A) Some retailers with private brands have performed well even when the times were good. B) A company cannot make a major business decision […]
QUESTION Assume that Tandem decides to introduce Rider 360 as is to the Australian market. Which of the following represents the execution of a similar strategy? A) Kraft introduces Oreo cookies with less sugar in China. B) Sony introduces the UX series of “standing computers” with Japanese train commuters in mind. C) Nokia builds rudimentary […]
QUESTION Which of the following, if true, supports the argument for a product adaptation strategy? A) Tandem’s product assembly costs have been increasing over the years. B) Mountain bikes are classified as high-involvement purchases. C) Models comparable to Rider 360 have not done well in Australia. D) The level of differentiation between current Tandem offerings […]
QUESTION Which of the following, if true, supports a straight extension strategy? A) The company has a state-of-the-art research and development center. B) Australian terrain and riding conditions resemble cross-country riding conditions in America. C) Research shows that most Australians spend 60 percent of their leisure time playing sports or exercising. D) Most sports goods […]
QUESTION Which of the following, if true, best supports the argument that Zappos should move toward a mass marketing campaign? A) Zappos’ competitors in Web retailing tend to adopt mass marketing campaigns. B) Zappos’ customers who buy shoes are more loyal to Zappos than Zappos’ customers who buy accessories. C) Zappos’ market research reveals that […]
QUESTION Which of the following, if true, most strengthens the senior manager’s argument? A) Research suggests that consumers are looking for more variety in this product category. B) The majority of India’s consumer market is located at the bottom of the pyramid. C) Few competitors in the market offer basic cell phones because of increasing […]
QUESTION What are the three reasons for understanding how the process of innovation works? What will be an ideal response? ANSWER Answer: (1) Product obsolescence: Existing products become obsolete as consumers’ needs change or competitors add better features. (2) Frequent failure of new products: Constant innovation is necessary because most new products your company […]
QUESTION Differentiate among brand names, brand marks, and trademarks. What will be an ideal response? ANSWER Answer: Brand names are those parts of a brand that can be expressed verbally, such as by words, letters, or numbers. Brand names are those parts of a brand that cannot be expressed verbally, such as graphics and […]
QUESTION What is a brand manager, or product manager, responsible for? What will be an ideal response? ANSWER Answer: A brand manager, or product manager, is responsible for the key elements of the marketing mix—product, price, place, and promotion—for one brand or one product line. Explanation: Many companies have a brand manager, or product […]
QUESTION What is a brand? What will be an ideal response? ANSWER Answer: A brand is a unique name, symbol, or design that identifies an organization and its product or service. Explanation: Brands fall into the three general classes of brand names, brand marks, and trademarks.
