Marketing chapter 9
_______ are employees who often coordinate marketing activities for a brand including positioning, identifying target markets, and evaluating the success of the marketing decisions.
Brand managers
________ are employees who are responsible for developing and implementing the marketing plans for products sold to a particular customer group.
Market managers
In a large company, which of the following positions is most likely responsible for developing and implementing the market plan for brands and products?
Product category managers
A firm's total product offering designed to satisfy a single need or desire of target customers is the
Product line
What is the role of the brand manager?
To coordinate all marketing activities for a brand
Which of the following refers to the legal term for a brand name, brand mark, or trade character?
Trademark
________ refers to the legal term for a brand name, brand mark, or trade character.
Trademark
Which of the following aspects of packaging is utilized to supply specific information about the type of item, the manufacturer, and the specific product?
UPC
Who coordinates all marketing activities for a brand?
brand managers
Which of the following refers to the loss of sales of an existing brand when a new item or product family is introduced?
cannibalization
Which of the following branding strategies benefits partnering companies by combining the two brands to provide more recognition power than either enjoys alone?
co branding
An agreement between two brands to work together to market a new product is
cobranding
In which stage of the product life cycle do marketers advertise heavily?
growth stage
Onyxo Inc. finds it difficult to maintain its peak sales, as the competition in the industry is becoming increasingly aggressive to meet the changing consumer needs. Based on the scenario, in which stage of the product life cycle is Onyxo Inc.?
maturity stage
Costco's store brand Kirkland Signature is an example of which branding strategy?
private label brand
In a large company, which of the following positions is most likely responsible for developing and implementing the market plan for brands and products?
product category manager
________ are employees who are responsible for developing and implementing the marketing plan for all the brands and products within a category.
product category manager
Which of the following refers to a firm's total product offering to satisfy a group of target customers?
product line
Which of the following is used to systematically coordinate all areas of a product's strategy development and execution?
product management
What is a primary goal when a product is in the growth stage?
to encourage brand loyalty
