Each of the following is correct except a brand

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18) Each of the following is correct EXCEPT: a) brand equity is a brand’s value to its organization b) brand equity is the difference in consumers’ willingness to pat comparable to other branded products c) brand equity is the basis for building strong and profitable relationships d) brand equity can be used to establish brand extensions e) brand equity is not a source of advantage 19) At one point, Heinz made ketchup in multiple colors and although it was popular for a few years, consumers stopped buying the unusual colors and Heinz went back to their normal ketchup. This is an example of the implementation of a ____________ strategy: 20) Along with its Mac computer line, Apple markets its iPod, iPad, iPhone and others, this is part of the company’s: 21) Harrison wanted a gas water heater. He watched news ads until he found one on sale. The heater to Harrison was a(n) ___________ product:
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22) Product mix (width) may be defined as: a) the number of different product categories found within an industry b) the avg. number of products within each product line in the company c) the avg. number of products offered by the company d) the number of different product lines an organization offers for sale e) the extensiveness of the coverage of the line from high end to low end 23) Sony has developed a wireless speaker that sits unobtrusively on a desk. The tiny yet strong speaker streams music directly from your PC or MP3 player. The small wireless speaker, with nothing like it on the market, would be: 24) When selecting a test market city, a researcher should look for a city: 25) eqbdnasklhfr see one case 26) After Mattel evaluated many new products to add to its Barbie product line and before any prototype was released, the toy manufacturer instructed a committee to select 3 of the ideas to present to a group of consumers. The consumer group was asked to evaluate the 3 product ideas in terms of marketability. This stage of the new product development is called:
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Christopher Reinemann
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