87. The stage in the evolution of new products in which ideas that match company objectives are analyzed as to
whether the firm has the required expertise for the product’s development and marketing is called
a. exploration.
b. test marketing.
c. screening.
d. product development.
e. business analysis.
88. The largest number of product ideas are rejected during the stage of new product development.
a. screening
b. test marketing
c. idea generation
d. business analysis
e. pricing
89. In a meeting to generate new products, the advisory committee felt that it had come up with some excellent ideas.
Now that there is a list of product ideas, the next step is
a. business analysis.
b. product development.
c. screening.
d. test marketing.
e. commercialization.
90. Hillary has a new product idea that aligns well with her company‘s current organizational resources. She puts
together a presentation for potential buyers and requests feedback on their reactions and suggestions. Hillary is
a. screening.
b. generating product ideas.
c. test marketing.
d. conducting a business analysis.
e. concept testing.
91. The stage of new product development in which potential customers are presented with a written or oral description
of the product to determine their initial attitudes and buying intentions is called
a. concept testing.
b. screening.
c. test marketing.
d. business analysis.
e. commercialization.
92. The Glo-Brite Company is considering development of a new children’s toothpaste in fun-shaped dispensers.
Before performing any business analysis on the product, Glo–Brite would like an initial response from potential
customers to determine interest in a toothpaste of this type. Glo-Brite will begin to gather the information.
a. idea generation
b. screening
c. test marketing
d. product development
e. concept testing
93. Lever Brothers is considering an idea for a new liquid laundry detergent that contains a whitening agent. The
company presented its proposed new product to a group of potential customers in the form of a short explanation
and questionnaire. Lever Brothers is conducting
a. a business analysis.
b. concept testing.
c. screening.
d. pricing.
e. idea generation.
94. Borden, Inc. wants to develop a new line of great tasting, low-calorie, low-fat, and low-cholesterol processed
cheese products. The managers are studying whether demand is strong enough and whether the new line will yield
a favorable return on investment. The managers are currently in which phase of new product development?
a. Idea generation
b. Product development
c. Test marketing
d. Screening
e. Business analysis
95. All of the following are stages in the evolution of new products except
a. business analysis.
b. commercialization.
c. product modification.
d. screening.
e. product development.
96. Which of the following is not a phase in the new product development process?
a. Business analysis
b. Test marketing
c. Development
d. Screening
e. Modification
97. There are seven stages in the evolution of a new product. The stage in which an idea is determined to be
technically feasible is
a. idea generation.
b. business analysis.
c. product development.
d. screening.
e. concept testing.
98. Product ideas are transformed into prototypes during which stage of the product development process?
a. Business analysis
b. Test marketing
c. Commercialization
d. Product development
e. Concept testing
99. The stage in the evolution of new products in which the product is introduced in a limited way to determine buyers’
reactions is called
a. test marketing.
b. screening.
c. business analysis.
d. commercialization.
e. product development.
100. During which phase of the product development process can marketers experiment with advertising, pricing, and
packaging in different geographic areas?
a. Screening
b. Test marketing
c. Idea generation
d. Commercialization
e. Product development
101. A new product should be left in a test market long enough to
a. stimulate normal quarterly sales.
b. sell every prototype produced.
c. allow buyers a chance to repurchase the item.
d. establish brand loyalty.
e. reveal any major design “bugs.”
102. The stage in the evolution of new products in which the product is launched into full-scale manufacturing and
marketing is called
a. test marketing.
b. business analysis.
c. screening.
d. product development.
e. commercialization.
103. In spite of the rigorous process for developing product ideas, the majority of new products
a. require several months to gain market share.
b. yield high returns on R&D costs.
c. require several years to gain market share.
d. are copied by competitors.
e. end up as failures.
104. Which of the following best describes a typical scenario companies use in the commercialization phase?
a. The product is first introduced in selected geographical areas and then expanded in phases.
b. The product generally becomes available at all intended locations simultaneously throughout the United
States.
c. Companies implement their initial plan and very infrequently make any adjustments to this plan.
d. Companies prepare the budget for commercialization after the product has been fully introduced.
e. The product is very slowly introduced across the nation throughout a time frame spanning approximately five
years.
105. A brand is all of the following except a(n)
a. name.
b. term.
c. symbol.
d. item usually owned by the producer or manufacturer.
e. design.
106. GE, Kellogg’s, Mercedes, and Dell are all examples of
a. trade characters.
b. brand marks.
c. brands.
d. trade symbols.
e. private brands.
107. The part of a brand that can be spoken letters, words, numbers, and/or pronounceable symbols is called a
a. trademark.
b. brand mark.
c. brand name.
d. brand.
e. generic mark.
108. The Morton’s Salt Girl, the Pillsbury Dough Boy, and Planters’ Mr. Peanut are all examples of
a. trade names.
b. brand names.
c. brand marks.
d. store brands.
e. manufacturer brands.
109. A symbol or word that is registered with the U.S. Patent and Trademark Office and is thus legally protected from
use by anyone but its owner is a
a. trade name.
b. trademark.
c. brand name.
d. brand mark.
e. brand.
110. A trademark is registered with the
a. Department of Affairs.
b. Office of the Attorney General.
c. Patent and Trademark Office.
d. Registrar of Patents and Inventors.
e. Department of Commerce.
111. Which of the following is considered a trade name?
a. Tide laundry detergent
b. GE
c. General Motors Corp.
d. Coke
e. Adidas’ three stripes
112. The complete and legal name of an organization, such as Walmart Stores, Incorporated, is called a
a. trade name.
b. brand name.
c. brand mark.
d. store brand.
e. manufacturer brand.
113. A brand that is owned by a producer is called a
a. store brand.
b. generic mark.
c. manufacturer brand.
d. private brand.
e. dealer brand.
114. Which of the following is a manufacturer brand?
a. Sam’s Choice soft drinks
b. Kenmore appliances
c. Diehard batteries
d. Gap clothing
e. Doritos chips
115. Equate, a brand of health and beauty care products, is available only at Walmart stores. Equate is a brand.
a. producer
b. private
c. distributor
d. generic
e. conglomerate
116. The Arizona Jean Co. brand of jeans, owned by JCPenney, is a(n) brand.
a. generic
b. private c.
national d.
individual
e. manufacturer
117. In her local supermarket Susan purchases green beans in a white can simply labeled as green beans. This
represents a(n) brand.
a. private
b. generic
c. value
d. manufacturer
e. anonymous
118. Which of the following types of brands are the least commonly purchased at grocery stores?
a. Producer
b. Store
c. Generic
d. Manufacturer
e. Private
119. If a customer has moderate loyalty toward Heinz ketchup, she likely will
a. buy the product in greater quantities.
b. shop around for the best price for that good.
c. perceive the product as having the same quality level as competitive brands.
d. never buy another brand of ketchup.
e. purchase other products that carry the Heinz name.
120. Toyota was recently able to endure challenging times that required massive recalls affecting several million of its
vehicles. Toyota has relied on its to survive and continue to prosper.
a. brand extension
b. family branding
c. individual branding
d. brand equity
e. brand loyalty
121. Rose is starting to notice some wrinkles around her eyes and mouth. She has decided to purchase some age-
defying wrinkle cream but is unfamiliar with available brands. At the store, she picks out a brand because she
remembers a clever advertisement about it on television. What level of brand loyalty does this describe?
a. Preference
b. Ignorance
c. Insistence
d. Acceptance
e. Recognition
122. Martin always chooses Colgate toothpaste at his local drug store. However, when the store occasionally runs out of
Colgate, he will purchase Crest or Mentadent. What level of brand loyalty does Martin have to Colgate?
a. Awareness
b. Insistence
c. Preference
d. Resistance
e. Partiality
123. Which of the following is not a major factor contributing to brand equity?
a. Brand loyalty
b. Perceived brand quality
c. Brand awareness
d. Brand relationship
e. Brand associations
124. Brand names such as Tide, Surf, Biz, and Wisk are effective names because they
a. suggest special characteristics and benefits of the product.
b. are easy for customers to say, spell, and recall.
c. are generic terms for detergent.
d. indicate the products’ uses.
e. blend with competing brand names.
125. Which of the following is considered a generic term?
a. Kleenex
b. Q-tips
c. Saran Wrap
d. Thermos
e. Jello
126. What do yo–yo, aspirin, and thermos all have in common in a marketing sense?
a. They were all once brand names that have since been declared generic terms.
b. They are all heavily promoted during daytime television.
c. They are examples of functional product modification.
d. They have extremely high brand loyalty.
e. They are all examples of private-label brands.