True/False

11.1

According to the book methods for increasing product usage include motivating heavy users to use more, making the use easier, providing incentives, remove or reduce reasons not to buy, provide reminder communications, reduce undesirable consequences of frequent use, and finding new uses.

Answer:

11.2

Differentiation is increasingly difficult to create and maintain as competitors proliferate products and quickly copy advances.

Answer:

11.3

A branded differentiator is an actively managed branded feature, ingredient or technology, service or program that creates a meaningful, impactful sustainable competitive advantage for a branded offering over an extended period of time.

Answer:

11.4

A branded energizer is defined in the book as a branded product or sponsorship that by association significantly enhances and energizes a target brand.

Answer:

11.5

Branded energizers are defined to be part of the master brand offering, but do not promise any functional benefits.

Answer:.

11.6

According to the book, celebrity endorsers should have five qualities-an appealing image, on-brand associations, the potential for a long-term relationship, a large following, and the absence of a negative reputation.

Answer:

11.7

One of the creative thinking methods suggested in the chapter is to get a lot of options on the table.

Answer: