CH 12

1. The systematic approach to new product development where products PHASED DEVELOPMENT 2. Brand names can become generic over time, as COCA-COLA 3. The new product development stage during which ideas with SCREENING 4. A product which has achieved the status of brand insistence HAS ACHIEVED A MONOPOLY POSITION WITH ITS CONSUMERS 5. Bic's application of its name to disposable razors and utility BRAND EXTENSION 6. The introduction of brand new products into readily identifiable or DEVELOPMENT 7. The Federal Trademark Dilution Act of 1995 deals with . RIGHTS OF TRADEMARK HOLDERS TO SUE USERS OF THEIR TRADEMARKS8. Luxury items are often representative of which level of brand loyalty BRAND INSISTENCE 9. International brand equity DEFINES A GLOBAL BRAND AS SELLING AT LEAST 20 PERCENT OF THE PRODUCTS OUTSIDE OF THE HOME COUNTRY 10. If Sunbeam were to develop a new coffee machine and branded . REGISTERED TRADEMARKS CANNOT CONTAIN WORDS THAT ARE IN GENERAL USE 11. The Kirkland brand is owned by Costco, and the products can PRIVATE LABELING 12. Responsibilities of a category manager include all of the following except STAFFING A SALES FORCE, INCLUDING THE NATIONAL SALES TEAMS

ASSIGNED13. One of the five categories describing adopters of new products is the EARLY MAJORITY 14. Marketers can accelerate the adoption process by . MANIPULATION OF ONE OF THE FIVE CHARACTERISTICS OF A PRODUCT INNOVATION 15. Product managers may also be known as BRAND MANAGERS16. The original purpose of packaging was to PROTECT PRODUCTS FOR PHYSICAL DAMAGE 17. Potential consumers experience a series of stages beginning with learning ADOPTION PROCESS 18. Locating new markets for existing products is called . MARKET DEVELOPMENT 19. Lipton markets tea, herbal tea, and iced tea under the Lipton name. FAMILY 20. More than 90 percent of cereal is consumed at breakfast, but ads for Kellogg's MARKET PENETRATION