chapter 11 quiz

Which of the following is an example of brand extension?

Acme chips and Acme dips

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

Advertising, and publicity.

Manufacturer's Brands

Also known as national brands, have famous manufacturers such as: Nike

Retail/Store Brand

Also known as private-label brands, sold exclusively by the retailer.

Which of the following refers to the nonphysical aspects of a product, such as financing and supported?

Augmented product.

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

Breadth

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

Complementary

____products are products and services used by people for their personal use

Consumer

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

Core customer value

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

Customers

Which of the following are risks presented by co-branding?

Customers for the two brands might be too different. Co-branding may fail if there are conflicts of interests between co-brants.

Risks associated with brand licensing include which of the following

Diluting brand equity through overexposure, undervaluing the brand in a licensing agreement

The value of a brand, such as Starbucks of Apple can be converted into brand ___ ,which is essentially the assets and liabilities of the brand.

Equity

When a firm sells all its products under on ___, such as pepperidge farm, the individual brand benefits from the overall brand awareness associated with it.

Family brand

Which of the following are components of the actual product?

Features/design, brand name

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

Gasoline - they don't shop around to go buy gas.

Risks associated with repositioning a product include which of the following:

High costs to change the packaging, losing many of the loyal customers has

Toyota sells cars under several brands. Toyota is using a _____ brand naming strategy to target different market segments.

Individual

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.

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 are choices that manufacturers typically make in creating products?

Making merchandise for other brands, producing store brands, making only private-label merchandise

Buyers often use ___ of competing products to determine the perceived value of competing brands.

Price

The ____ package is the wrapper or exterior carton that contains the primary package and provides the uPC label used by retail scanners.

Secondary

____ products /service are typically consumer durables, such as dryer or a refrigerator. Buyers spend a fair amount of time to make comparisons before buying.

Shopping

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

Substantially less

Which of the following are components of the augmented product?

Warranties, product support

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

a brand to an existing well-known quality brand

By measuring the extent to which consumers in a market are familiar with a brand and what it stands for, marketers can assess the level of brand

awareness

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

Set of assets and liabilities linked to a brand that add of subtract from the value provided by a product of service is ___ equity

brand

One consumer research exercise asks consumers to say the first thing that occurs to them when they hear a brand name. For example for the brand "coca cola" someone might respond "red" these are examples of ___

brand associations

When a brand extensions adversely affects consumer perceptions about the core brand, it is known as

brand dillution

When a brand extensions adversely affects consumer perceptions about the core brand, it is known as ___

brand dilution

A contractual arrangement between firms, whereby 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 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

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

breadth

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

Brand licensing

can be an effective way to attract visibility for a brand, is a way to generate additional revenue

Which of the following does NOT actually constitute a product

certain natural phenomenon, such as a cloud

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

Firms reward loyal customer 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 enables a firm to do all of the following EXCEPT

eliminate advertising spending

Firms decrease depth to do which of the following?

eliminate unprofitable items, refocus marketing efforts on profitable items

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 is linked to what

increasing depth

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

insulate a firm from

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

label

The use of the same brand name within the same product line is called

line extension

Branding includes which of the following:

logos, distinctive packaging, slogans.

Firms should make sure the fit between the core brand and the brand extensions ___

makes sense to customers, and is credible.

The majority of the brands marketed in the United States are ___ brands

manufacturer

Brands are mostly commonly owned by

manufacturers

Product lines are part of a product ____

mix

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

mix

Complete set of all products and product lines offered by a firm is called product assortment, or product __

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

Manufacturer brands that offer the buyer a private label item that might exceed the quality and value of the national brand competitor are also known as ____ brands.

premium

Brand repositioning is also known as

rebranding

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

retain control over their marketing strategies

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

secondary package

Products and services for which the consumer shows a fairly strong preference for the brand and loyalty in advance of purchase, such as an Apple Ipod, are called ___ products and services.

specialty

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

the brand is well established in the market

The packaging that the consumer uses is known as ____

the primary package

The goal behind spending millions on promotion, advertising and other marketing efforts is

to maintain profitability, to build consumer loyalty

Brands are typically legally protected through

trademarks and copyrights

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

Brand-loyal consumers provide an important source of ___ for firms

value

Labels must comply with laws and regulations and must include which of the following

where the product was made, ingredients, safety precautions.

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

with similar attributes to those of the core brand

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

word of mouth