Model-Based Product Line Engineering
(MBPLE): The Feature-Based Path to Product
Lines Success
Product positioning starts with company engineers or product managers, not
target customers. - answer-False
The extent that a market share grows is directly dependent on the strength of
a business's product positioning and marketing effort. - answer-True
A weak product position with a strong marketing effort will fail to deliver the
desired level of market share. - answer-True
In a price-sensitive market, product positioning generally requires a higher
price because this is the only source of differentiation that target customers
value. - answer-False
OrganicMeals Inc. is an American firm that manufactures frozen, vegetarian
burgers made from organic ingredients under the brand name VegDelite. The
firm markets a core product, the Chipotle Veg Burger, under the VegDelite
,brand. After success of its core product, the firm adds other burgers under the
VegDelite brand, such as the Crunchy Garden burger, the Vegan Special burger,
and the Spicy Trip burger. In this example, OrganicMeals Inc. uses which of the
following strategies?
A) a horizontal brand-line extension strategy
B) a cobranding strategy
C) a new product-market brand extension strategy
D) a vertical brand-line extension strategy
E) a product bundling strategy - answer-D) a vertical brand-line extension
strategy
Within the dimensions of product performance, a poor performance in which
of the following would be a "quality killer"?
A) features
B) conformance
C) appearance
, D) reputation
E) serviceability - answer-B) conformance
When automakers include air bags, cruise control, satellite radio, and GPS
systems in their consumer products, these features are considered to be
quality ________.
A) enhancers
B) killers
C) aesthetics
D) drivers
E) determinants - answer-A) enhancers
The brand equity of many oil companies is lower when associated with oil spills
or controversial drilling practices. Which type of brand liability does this best
represent?
A) poor product conformance
B) poor record on social issues
(MBPLE): The Feature-Based Path to Product
Lines Success
Product positioning starts with company engineers or product managers, not
target customers. - answer-False
The extent that a market share grows is directly dependent on the strength of
a business's product positioning and marketing effort. - answer-True
A weak product position with a strong marketing effort will fail to deliver the
desired level of market share. - answer-True
In a price-sensitive market, product positioning generally requires a higher
price because this is the only source of differentiation that target customers
value. - answer-False
OrganicMeals Inc. is an American firm that manufactures frozen, vegetarian
burgers made from organic ingredients under the brand name VegDelite. The
firm markets a core product, the Chipotle Veg Burger, under the VegDelite
,brand. After success of its core product, the firm adds other burgers under the
VegDelite brand, such as the Crunchy Garden burger, the Vegan Special burger,
and the Spicy Trip burger. In this example, OrganicMeals Inc. uses which of the
following strategies?
A) a horizontal brand-line extension strategy
B) a cobranding strategy
C) a new product-market brand extension strategy
D) a vertical brand-line extension strategy
E) a product bundling strategy - answer-D) a vertical brand-line extension
strategy
Within the dimensions of product performance, a poor performance in which
of the following would be a "quality killer"?
A) features
B) conformance
C) appearance
, D) reputation
E) serviceability - answer-B) conformance
When automakers include air bags, cruise control, satellite radio, and GPS
systems in their consumer products, these features are considered to be
quality ________.
A) enhancers
B) killers
C) aesthetics
D) drivers
E) determinants - answer-A) enhancers
The brand equity of many oil companies is lower when associated with oil spills
or controversial drilling practices. Which type of brand liability does this best
represent?
A) poor product conformance
B) poor record on social issues
