The first step in the new product development process is:
a. competitive analysis. c. screening new product ideas.
b. idea generation. d. business analysis.
Question 2In the context of brand extensions, stretchability of a brand depends on:
A) consumers' rejection of the fit between the parent brand and other products on which it appears.
B) preventing the transfer of meaning from the new branded product to the original brand schema.
C) the usage differences between parent brand and associated products.
D) finding consumers with the same degree of liking for a parent brand.
E) consumers' ability to process relationships between the parent brand and associated products.
Question 3Which of the following statements about nondiscriminatory regulations is false?
a. They may be inconvenient.
b. They provide subsidies to local firms only.
c. They may hamper business operations.
d. They offer less opportunity for international criticism.
Question 4Even if the client company does not withhold income taxes, a consultant will normally be viewed as an employee, not as an independent contractor.
a. True
b. False
Indicate whether the statement is true or false
Question 5Which of the following would not be considered a differentiated product?
a. Godiva Chocolates
b. Bic pens
c. Rolex watches
d. All-Clad pots and pans
e. Tommy Hilfiger products
Question 6Lipton tea comes in at least three variants: Lipton Yellow Label, Lipton Ice Tea, and Lipton Brisk. This is an example of:
a. product length c. product depth
b. product width d. product variety
Question 7Which of the following is a concern associated with brand extensions?
A) The brand associations that are transferred to the new product will be too strong.
B) Motivation to process the brand image will be too high.
C) The creation of a new brand name is impossible.
D) The brand schema becomes less coherent and brand's image is diluted.
E) Many associations are linked with the original brand name.
Question 8Barriers to services destined for the U.S. market result mainly from:
a. preventable regulations.
b. regulatory practices.
c. discriminatory regulations.
d. pretense laws.
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