BA 370 SDSU

A blank is something that a customer values and that can be bought or sold voluntarily.

product

the label is used for what

promotion and branding

The set of assets and liabilities linked to a brand that add to or subtract from the value provided by a product or service is equity.

brand

The number of products within a product line is a firm's product line Blank______.

depth

A firm's product line depth is the number of Blank______ within a product line, as opposed to the number of product lines a firm has.

items

The use of the same brand name within the same product line is called a(n) Blank______.

line extension

Brand repositioning is also known as Blank______.

rebranding

What must occur for the perceived value of a cheaper product to be high?

Consumers must believe the quality of the cheaper product is about the same as that of a premium product.

Firms are willing to spend lots of money, such as on very expensive Super Bowl ads, to market a brand in order to Blank______.

build brand awareness

What are the two basic types of brand ownership strategies?

1. Manufacturer brands 2. Retailer/store brands

Which of the following factors help to increase a brand's equity?

1. customer loyalty 2. brand awareness 3. perceived value

What does a brand need in order to be somewhat protected from competition from other firms and price competition? (Choose every correct answer.)

A loyal customer base An established track record in the market

Which of the following is an example of a brand extension?

Acme chips and Acme dips

Which of the following is NOT one of the categories of consumer products that buyers use for their personal use?

Associated products

Which of the following is an example of product line extension?

Coke, in addition to its existing Diet Coke flavors, introduces chocolate-flavored Diet Coke.

What are products that household buyers use for their own use called?

Consumer products

Typically, who determines the product's or service's value in relationship to that of its close competitors?

Customers

Brand awareness is MOST likely to influence purchasing decisions for which type of product?

Goods purchased frequently or habitually

Which traits are true of ALL products? (Choose every correct answer.)

Offered through a marketing exchange Something that a customer values

Manufacturer brands such as Kraft and Nike are owned and managed by whom?

The manufacturer

The use of an existing brand name in a different product line is called brand Blank______.

The use of an existing brand name in a different product line is called brand Blank______.

How do marketers begin the process of developing or changing a product?

Using the core customer value to determine customer interests

If a brand has a high degree of brand blank it means that most consumers are familiar with the brand and what it stands for even if they do not use the brand.

awareness

Marketers can assess the level of brand Blank______ by measuring the extent to which consumers in a market are familiar with a brand, know what it stands for, and have an opinion about it.

awareness

What can be determined by looking at brand awareness, perceived value, brand associations, and brand loyalty?

brand equity

Consumer packaged goods companies sell products across many different product lines. These companies have significant Blank______ in their product mixes.

breadth

One of Taco Bell's most successful new products has been its "Doritos Locos Tacos," tacos with shells in the flavors of Doritos taco chip varieties. This is an example of Blank______.

cobranding

Branding provides a way for a firm to Blank______ its product offerings from those of its competitors.

differentiate

The value of a brand can be calculated and compared to other brands in the form of brand Blank______.

equity

Kellogg's sells a variety of products under its Kellogg's name brand then identifies groups of products with a secondary name such as Raisin Bran or Froot Loops, each in several sizes and versions. In the given scenario, Kellogg's is a(n) Blank______ brand.

family

Because a brand name is already well established, a firm can spend Blank______ resources to develop consumer brand awareness when introducing a brand extension.

fewer

The component of the product package that provides the information consumers need to make their purchase decisions and for proper consumption of the product is known as the Blank______.

label

A product mix typically consists of product Blank______ or groups of associated items.

lines

Product lines are a part of a product Blank____

mix

The complete set of all products and product lines offered by a firm is called its product assortment, or product

mix

From the customer's perspective, the relationship between a product's or service's benefits and costs is called Blank______.

perceived value

A brand, such as T-Mobile, can build awareness through Blank______ exposure to the brand's logo, symbols, and slogans.

repeated