When a product name becomes generic:
A. the firm must use black-and-white packaging
B. competitors are prohibited by law from using the trademark
C. the price will have to drop to appeal to lower-income consumers
D. the product name is no longer recognized as the exclusive property of one firm
E. a firm can reapply for exclusive trademark protection at the U.S. Patent Office
Answer: D
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To avoid the possibility of biasing responses to your questionnaire, you should
A) include an "other" category as the first alternative. B) omit "other" from the listing of alternatives in most questions. C) use broad categories for all alternatives. D) recruit a homogeneous population of the sample. E) arrange alternatives alphabetically or in another logical order.
As a product moves into the market maturity stage of its life cycle, the marketing manager should
A. expect the market to move toward pure competition. B. move toward exclusive distribution. C. try to build primary demand. D. emphasize promotion that informs rather than persuades. E. None of these answers is correct.
Rather than a single good for the exchange rate, economists use the concept of ________ as the price base for the exchange rate
A) a pair of shoes B) the price of a barrel of oil C) a basket of goods D) the S&P 500 Index
To differentiate its candy from that produced by other candy manufacturers, the manufacturer of Green & Black brand confections advertises that it is the only company to make its chocolate organically. This commitment to market only organic chocolate is an example of a(n)
A. differential value. B. economic differential. C. perceptual value. D. economic advantage. E. unique selling proposition.