Marketing chapter 9

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_______ 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


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