Many manufacturers will listen to retailers' product demands because retailers are knowledgeable about consumer needs. Such retailers are in a good position to emphasize the use of:
a. Reward power.
b. Expert power.
c. Coercive power.
d. Referent power.
e. Legitimate power.
Question 2In Asia a bicycle may be positioned as an efficient transportation machine, but in the U.S. it is likely to be positioned as a high-performance recreation instrument. This is an example of ____________________ positioning.
Fill in the blank(s) with correct word
Question 3The Net Promoter Score measures:
A) the degree to which a viewer promotes the product.
B) revisits to the product website.
C) satisfaction.
D) loyalty.
E) the number of likes on a product page.
Question 4Which term refers to the legally protected part of the brand?
a. Intellectual property
b. Trademark
c. Brand mark
d. Copyright
Question 5Strategic cost management approaches do not vary according to the stage of the product life cycle.
a. True
b. False
Indicate whether the statement is true or false
Question 6Retailers are often willing to adhere to the wishes of large manufacturers such as Procter & Gamble and General Foods because these companies sell brands of products that are in great demand by consumers. These large manufacturers are in a position to emphasize the use of:
a. Reward power.
b. Expert power.
c. Referent power.
d. Legitimate power.
e. Channel power.
Question 7Dreft is positioned as a detergent that removes tough baby stains and protects garment colors. This is an example of ____________________ positioning.
Fill in the blank(s) with correct word
Question 8The text indicates that all of the following are metrics in the Valid Metrics Framework except:
A) engagement.
B) impact.
C) influence.
D) satisfaction.
E) advocacy.
Question 9Marlboro cannot be advertised in most European countries because of legal restrictions on cigarette advertising; however, Philip Morris features advertisements showing only the Marlboro cowboy, who is known throughout the world. This example highlights the importance of:
a. copyrights.
b. brand dilution.
c. brand marks.
d. brand loyalty.
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