Ch.11

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 ______.

label

Suppose that Toyota introduced a small, inexpensive car under its Lexus brand. This action might harm consumers' current luxury-oriented brand associations for the Lexus brand. This is an example of ______, a risk companies face when adding a new product to an existing brand.

brand dilution

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

build brand awareness

Marketers invest in developing a strong brand identity to help establish ______.

buyer loyalty

If a company's products are too closely related, sales of one brand may_____or take away sales, from the other brand.

cannibalize,

Marketers can assess the level of brand ______ 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

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

awareness or recognition

When consumers see new packaging on a product that is otherwise untouched, they tend to ______.

be more interested in trying the product

Strong brand acceptance for Reese's peanut butter candies among consumers would probably ______ Reese's Peanut Butter when competing with Jif and Skippy.

be transferred to

The mental link customers make between a brand and its key product attributes is known as ______.

brand association

One consumer research exercise asks consumers to say the first things that occur to them when they hear a brand name. For example, for the brand "Coca-Cola," someone might respond, "Red and white cans, sweet, carbonated." These are examples of ______.

brand associations

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 ______.

co-branding

Some firms use ____ for each of their products, as opposed to the same name or brand for all their product lines and products.

individual brands

Brand loyalty tends to be an advantage to the firm because it will ______ competition.

insulate the firm from

Examples of CRM programs include:

invitations to the company's special events advance notice of sale items points that can be turned in for discounts

Firms should make sure the fit between the core brand and the brand extension ______.

is credible. makes sense to customers.

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

line extension

The majority of the brands marketed in the United States are ______ brands.

manufacturer

What are the two basic types of brand ownership strategies?

manufacturer brands store brands

Product lines are a part of a product ______.

mix

The product ______ is the complete breadth and depth of all products offered by a firm.

mix

Manufacturer brands such as Nike and Coca-Cola are also known as ______ brands.

national

The element of a product that is used both to physically protect and to market the item is the ______.

packaging

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

perceived value

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

items

Jack and his wife were in need of a new a mattress. They compared mattresses at a few local stores, learning about different brands, before making a purchase. In Jack's case a mattress is most likely a ______ good.

shopping

________ products/services are typically consumer durables, such as a dryer or a refrigerator. Buyers spend a fair amount of effort and time to make the comparisons before purchasing and usually do not know which one or which brand they will buy in advance of the process.

shopping

Good marketing increases perceived ______ by raising customers' quality expectations relative to price.

value

Licensing is an effective way for a brand to improve its ______.

visibility

Firms find that loyal customers help market their product or service through ______.

word-of-mouth

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

Acme chips and Acme dips

If a firm decides to increase the depth of its offerings to address consumer preferences, what will it do?

Add items to its product line

When a firm changes its packing as a means of repositioning the product, what is it trying to accomplish? (Select all that apply.)

Attract a new target market Appear more up to date

A new clothing brand is struggling to gain market share due to consumers' lack of familiarity with the brand and concerns about the quality of its products. How could the company use co-branding to enhance consumers' perceptions?

By linking with a brand that is well known for its quality

Which of the following is a method firms use to create positive brand associations?

Catchy jingles

Firms risk a significant amount of money when repositioning their products. Which of the following are expenses associated with repositioning? (Select all that apply.)

Changing packaging Changing brand image through promotion

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

What makes the search for shopping goods different from the search for specialty goods?

Consumers are willing to consider alternative brands and features with shopping goods

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

What is a product or service for which consumers usually expend no effort toward decision making?

Convenience product/service

Which of the following help to increase a brand's equity? (Select all that apply.)

Customer loyalty Perceived value Brand awareness

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

Customers

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

Customers

A cosmetics company has decided to eliminate several of its underperforming products to focus its energies on its most profitable items. What has the firm decided to do?

Decrease depth

The risks associated with brand licensing include which of the following?

Diluting brand equity through overexposure

After signing a number of licensing agreements to allow their characters to appear on clothing, toys, and video games, the makers of a popular television show saw viewership decline and consumer perceptions of the show start to fall. What is the most likely reason for this phenomenon?

Dilution of brand equity through overexposure

True or false: In order to achieve success, a brand must have a name that is a part of the English language.

False

True or false: The sole purpose of a product package is to protect the product from damage while in the supply chain.

False

Which government agency is responsible for enforcing product labeling laws in the United States?

Food and Drug Administration

Brand awareness is most likely to influence purchasing decisions for which types of goods?

Goods purchased frequently habitually

Some brands become so predominant in a particular product market that they become synonymous with the product itself over time. Which of the following brands is an example of this situation?

Kleenex

Which of the following is a risk associated with repositioning a product?

Loss of funds invested in the repositioning effort

______ products/services such as an Apple iPod, a Harley-Davidson motorcycle, or a Starbucks latte are those for which the consumer shows a fairly strong preference and loyalty and will go out of the way to find that specific brand. (Enter one word in the blank.)

Specialty

When Frito-Lay decided to introduce a salsa product line, it used the existing Tostitos brand (under which it sells taco chips). What advantages did this strategy provide Frito-Lay?

The Tostitos brand already had brand associations that helped to sell salsa. Frito-Lay could spend less on developing consumer brand awareness. Frito-Lay could introduce the product to the market more quickly.

If the makers of a luxury good with high consumer acceptance extend their brand name to a line of less expensive products such as clothing featuring the brand logo, which of the following is the most likely result?

The brand acceptance will carry over to the new product.

Which of the following refers to the basic problem-solving benefits that consumers seek in a product?

The core customer value

When can brand extensions increase overall sales for a firm?

When the original brand and the extension are complementary products

Co-branding can enhance consumer perceptions of product quality by linking

a brand to an existing well-known quality brand.

Examples of communication media that firms use to create brand awareness include which of the following?

advertising publicity

When a brand extension adversely affects consumer perceptions about the core brand, it is known as ______.

brand dilution

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

brand equity

A contractual arrangement between firms where one firm allows another to use its brand name, logo, symbols, and/or characters in exchange for a negotiated fee is called ______.

brand licensing

When K-Mart paid Martha Stewart (famous for her business related to lifestyle and the home) a fee in return for permission to introduce a line of towels and other housewares bearing Stewart's name, it was an example of ______.

brand licensing

The strategy in which marketers change a brand's focus to target new markets, or realign the brand with changing market preferences, is known as:

brand repositioning

A firm's product mix _____ represents the number of product lines offered by the firm.

breadth

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

breadth

To capture new or evolving markets, a firm may increase ________ to compete in new product areas.

breadth

The practice of marketing two or more brands together on the same package or promotion is known as:

co-branding

Because they include information such as ingredients, nutrition, and the product benefits to a consumer, labels can be considered ______ tools.

communication

Brand extensions for _____ products, such as the Barbie car sold to be used with a Barbie doll, can increase sales.

complementary

Risks in co-branding include:

conflicts of interest between the co-brands customers for the two brands being too different

Firms reward loyal customers through ______ programs.

customer relationship management

A firm can delete entire product lines to address changing market conditions; this is also known as ______.

decreasing breadth

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

depth

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

differentiate

Branding includes which of the following?

distinctive packaging slogans logos

Kellogg's sells the majority of products under its Kellogg's name brand all of it product lines. This is known as a(n)______ brand.

family

When a firm sells all its products under one ______, such as Pepperidge Farm, the individual brands benefit from the overall brand awareness associated with it.

family brand

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

fewer resources

Since brands are easily recognized by consumers and signify a certain quality level to buyers, brands ______.

help consumers to make quick decisions

Firms add items to their product lines to address changing consumer preferences. For example, an ice cream company might add low-fat offerings to its existing ice cream flavors. This is an example of ______.

increasing depth

Toyota sells cars under several brands: Lexus, for luxury cars, Scion, for targeting young consumers, and Toyota for its mid-market cars. Toyota is using a(n) ______ brand naming strategy to target different market segments.

individual

Geico Insurance uses characters like the gecko and humorous associations with ______ emotions to reinforce the brand.

positive

People prefer that the _________ on their products is convenient in terms of storage, use, and consumption.

primary packege

Another name for a store brand is a(n) ______ brand

private label

A product mix typically consists of ______, or groups of associated items.

product lines

For most products, the label is used for ______.

promotion and branding

Firms tend to spend _____ to market to loyal customers compared to marketing to new customers.

substantially less

Competitive pressures on price or retail-level competition can be less threatening to a brand if ______.

the brand has a well-established, loyal market.

Brands have value as corporate assets and the "value of the brand" refers to ______.

the earning potential of the brand over the next year

The packaging that the consumer uses is known as ______.

the primary package

Brands are typically legally protected through ______.

trademarks and copyrights

Which of the following are roles played by packaging?

Adjusting product sizes for different markets Promoting product features or changes Differentiating a product from competitors

What does a brand need in order to be somewhat protected from competition from other firms and price competition? (Check all that apply.)

An established track record in the market A loyal customer base

A strong brand protects firms from which of the following? (Select all that apply.)

An existing competitor lowering prices New products offering similar features or benefits

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 are advantages to firms of owning their own brands? (Select all that apply.)

Choice of market segments and positioning Ability to create brand equity Control over marketing strategy

A mobile phone manufacturer decides to eliminate its flip phone product line to focus on the more popular touchscreen products. What is this an example of?

Decreasing breadth

Which of the following is the best example of a convenience product/service?

Gasoline

What are some of the benefits a brand can receive from a licensing agreement? (Select all that apply.)

Increased brand equity Additional revenues

Which of the following is a negative consequence that can occur as a result of a brand becoming synonymous with an entire category of products (such as Kleenex or Band-Aid)?

Loss of trademark status

Branding enables a firm to do which of the following? (Choose all that apply.)

Make consumers aware of available products Differentiate its product offerings

Firms decrease depth to do which of the following? (Select all that apply.)

Refocus marketing efforts on profitable items Eliminate unprofitable items

What is the most likely result of a co-branding effort between two brands that have completely different customers?

The entire effort will fail for both brands.

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

The manufacturer

Which statements are true of ALL products? (Check all that apply.)

They are offered through a marketing exchange. They are something that a customer values.

True or false: Brands are sold either under a common/family name or as an individual brand.

True

True or false: Most brands marketed in the United States are manufacturer brands.

True

True or false: Trademarks and copyrights are legal ways to protect brands from being used by others.

True

Which of the following are included in the ideas for sustainable packaging? (Check all that apply.)

Using 3D printing Returnable packaging Using recycled materials in packaging

What is the term used when a company's products are so closely related that sales of one brand take away sales from the other brand?

cannibalization

Brands are assets that a firm can build and harness over time to increase its ______.

equity

A person who buys the same brand's product or service repeatedly over other options demonstrates what is known as brand ______.

loyalty

Brand repositioning is also known as:

rebranding

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

repeated

Manufacturers tend to manage their own brands because it allows them to ______.

retain control over their marketing strategies

The ____ packaging is the exterior wrapper that contains the product as well as the UPC label used by retailers.

secondary

A product's exterior wrapper or exterior carton that contains additional product information is known as the ______.

secondary package

Debbie is considering having Botox treatments and knows it is a very serious process. On the advice of three of her friends who have each visited Dr. Parsons several times in the past two years for Botox treatments, Debbie makes an appointment with Parsons. She considers the selection to be a ______ good/service.

specialty

E-book readers existed for many years before Amazon introduced the Kindle, but few consumers were aware of the devices, and sales stayed at very low levels. In the days before the Kindle, e-book reading devices were ______ products for most consumers.

unsought

A brand that is projected to earn $1 billion over the next 12 months has a high brand ______.

value

Brand-loyal consumers provide an important source of ______ for firms.

value

When firms introduce brand extensions, they should seek to create new products ______.

with similar attributes to those of the core product

A popular hair salon determines that there is a high demand for other beauty treatments in the area and decides to offer manicures, pedicures, and massages. What is this an example of?

Increasing breadth

Labels must comply with laws and regulations and must include which of the following? (Select all that apply.)

Ingredients contained in the product Safety precautions

How do brands improve consumers' shopping experience? (Select all that apply.)

They indicate a certain level of quality. They make it easier to decide which products to buy. They help shoppers distinguish between similar products.

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

extension