marketing 380 midterm 1 ch.(9&13)
A promotional outlay for a family brand benefits all items in the line.
true
Product positioning refers to consumers' perceptions of a product's attributes, uses, quality, and advantages and disadvantages relative to competing brands.
true
When a product is used in the production of another good that is destined for resale, the product is considered as a(n):
business product.
As compared to undifferentiated marketing, applying a micromarketing strategy allows companies to reach larger markets.
false
Brand extension is the strategy of developing individual offerings that appeal to different market segments while remaining closely related to the existing product line.
false
A brand is much more than just a logo. Instead it is a(n) ______________________________________________________________________________________________________.
almagam of everything the brand is, say's, and does.
Which of the following is utilized to help managers position products by graphically illustrating consumers' perceptions of competing products within an industry?
positioning map
A _____ brand refers to a brand name owned by a manufacturer or a producer.
private
Brand values are an example of:
beliefs and standards of behavior that are so important to an organization that they won't give up them when the going get's tough
Visuals, people, and slogans are all an example of _______________________.
brand association
The numerical bar code system used to record product and price information is called the _____.
upc
A popular clothing brand in Switzerland decided to launch a new line of home furniture under the same brand name. This strategy being used by the company to launch its new offerings is called _____.
brand extension
Nivea works for Bonbon, a fair-trade chocolate company based in California. In addition to being recognized for the delicious, low fat treats the company manufactures, Bonbon is also known for fair labor practices at its factories. When interviewed, 83% of the company's loyal customers said when they couldn't find Bonbon products for purchase in local stores, they ordered them online rather than buy substitute products. Which type of brand loyalty is illustrated here?
brand insistence
The brand of petroleum marketed by BP took a hit when the firm was implicated in the 2010 Gulf of Mexico oil spill. On which dimension of brand personality was BP primarily affected?
esteem
The most powerful of all the organizational and brand drivers, because it taps into basic human nature, is the _________________________________.
organizational story
A brand mark is defined as a part of a brand that can be spoken.
False
Companies that offer mass-marketed goods and services are more likely to achieve monopoly position with their customers compared to those companies that manufacture luxury products.
False
Which of the following is true of generic products?
They are characterized by plain labels, little or no advertising, and no brand names.
A positioning map provides a valuable tool to help managers position products by graphically illustrating consumers' perceptions of competing products within an industry.
True
A trademark is different from a trade name, which is usually used to identify a company.
True
An apparel manufacturer decides to create a line of t-shirts depicting the most popular soft drinks on the market. The images would include Coke, Pepsi, Sprite, Mountain Dew, and Dr. Pepper. The apparel manufacturer will have to complete which of the following practices before creating this line of t-shirts?
brand licensing
Jimmy Buffet is a popular singer, songwriter, entertainer and business owner of Margaritaville Holdings. The company operates restaurants and hotels and also engages in contracted relationships with other companies who use the Margaritaville name on their products. Margaritaville foods are now available in the local grocery store including items such as trail mix and frozen shrimp. Margaritaville is utilizing ________ to expand their exposure in the marketplace.
brand licensing
A _____ is a symbol or a pictorial design that distinguishes a product from its competitors' offerings.
brand mark
Organizational Drivers are made up of:
brand mission, values and story
Because people relate to organizations as if they are people it is important to define an organizations:
brand personality
A company has introduced a new product in the market. The company distributes free samples of this product to people so that they can try it. This product is at the _____ stage of brand loyalty.
brand recognition
When a product is used in the production of another good that is destined for resale, the product is considered as a(n):
business product
Kenmore is a well-known brand of appliances sold exclusively by Sears. Kenmore is best described as a(n) ____ brand.
captive
The tagline used by Walmart, "Save money. Live better" is an example of a positioning strategy that is based on _____.
competitors
Kyle plans to buy new tires for a car that his family uses for camping trips. These tires are of the same type like those that are used on General Motors commercial trucks and can be purchased from Industrial Tire Company. The tires that Kyle will buy for his car can be classified as _____ products.
consumer
The term "product positioning" refers to:
consumers' perceptions of a product's attributes, uses, quality, as well as advantages and disadvantages relative to competing brands.
A global brand is generally defined as one that sells at least 60 percent outside its home country.
false
A product that has attained a monopoly position with its consumers is in the brand preference stage of brand loyalty.
false
Brand recognition is the ultimate stage in brand loyalty that leads consumers to refuse alternatives and search extensively for the desired merchandise.
false
Family brands cost more than individual brands to market.
false
Firms can receive trademark protection only for the brand name and brand mark and not for the product features or packaging elements.
false
Line extension is the strategy of attaching unrelated products to a known brand name to gain instant recognition for the new offerings.
false
Marketers opt for family brand names to distinguish dissimilar products.
false
Merrill Lynch's bull logo cannot be considered a part of the product's trade dress.
false
Placing a product at a certain point or location within a market in the minds of prospective buyers is known as market mapping.
false
Product managers have profit responsibility for their product group and help the retailer's category buyer maximize sales for the whole category, not just the particular manufacturer's product.
false
The "brand relevance" dimension of the brand personality refers to a brand's ability to stand apart from its competitors.
false
The original owner of a brand name can claim exclusive rights to the name even when the brand name becomes a descriptive generic name for a class of products.
false
When a company authorizes another organization to use its brand name, the company is practicing brand diversification.
false
A company wishing to implement a market segmentation strategy for its products should strongly consider using _____ branding.
individual
International Business Machines decided to brand its products under its acronym IBM. From a marketing perspective, this was a smart idea because as a brand name, IBM:
is easy to pronounce, recognize, and remember.
A "_____" carries an item's brand name or symbol, the name and address of the manufacturer or distributor, information about the product's composition and size, and recommended uses.
label
The Gillette Company is a leader in the market for razors/blades/shaving systems for men and women. Its product development history goes back to the introduction of the first safety razor. Since then, it has regularly led the market in introducing products to meet the needs of its customers. The following list outlines some of its major product introductions: safety razor twin-bladed razor twin-bladed disposable razor pivoting-head razor pivoting-head disposable razor razor designed specifically for women triple-blade razor battery-powered razor Gillette's introduction of the twin-bladed disposable razor would be considered which of the following:
line extension
Which of the following is most likely to be the primary factor that attracts a consumer to a generic product?
low price
The latest ad of Crest toothpaste says "Crest is a cavity fighter." This is an example of a positioning strategy based on:
product application.
Starbucks marketing itself as "premium coffee" beverage retailer is an example of a positioning strategy based on _____.
product class
There are a number of strategies that you can use to position your company's technology product in the mind of the consumer. You decide to focus your advertising campaign on the perception that your product is what the others aspire to be--the best. Which of the common categories for product positioning are you using to develop your marketing campaign?
product class
Several leading brands of breakfast cereal have changed the basis on which they try to set their products apart from competition, shifting from taste to healthful ingredients. It would be accurate to describe this change as:
repositioning
A positioning map:
shows how consumers view a product relative to competitive products.
"For the same dollars that you spend on a no-frills ticket to Los Angeles, fly Business Class with us!" is the advertising statement issued by FlyHigh Airlines. It represents an attempt by FlyHigh Airlines to position itself with respect to its competitors.
true
A brand is said to have high relevance if a large number of consumers feel the need for the benefits offered by the brand.
true
A brand name must qualify for legal protection.
true
A brand name should give buyers the correct connotation of the product's image.
true
A product's package color, size and label shapes are all part of its trade dress.
true
A strong brand identity can contribute to the consumers' perceptions of product quality.
true
An excellent brand name or symbol in one country may prove disastrous in another.
true
An undifferentiated marketing strategy is more suited for a firm that markets generic products rather than individual brand names.
true
Branding helps firms build and maintain identity and competitive advantage for their products.
true
Brands with high equity often command comparatively large market shares.
true
Companies that follow category management process define the category based on the target market's needs.
true
Competition in the market usually forces firms to adopt a differentiated marketing strategy.
true
Fears of product tampering have forced many firms to improve package designs.
true
Firms can reposition their already successful products in order to gain a greater market share.
true
Kim's Egg Rolls were being promoted as a dinner item but after a few years the company decided to change their packaging and advertising to promote the egg rolls as evening snacks. This is an example of repositioning a product.
true
Kroger, a popular milk brand, is a market leader in Denmark. About 30 percent of its sales and earnings take place outside its home country. Kroger can be regarded as a global brand.
true
Marketers' emphasis on targeting smaller market segments has increased the importance of packaging as a promotional tool.
true
The market shares for generic products increase during economic downturns but subside when the economy improves.
true
Tide laundry detergent commands an extremely high market share. Purchasers of the product are extremely less sensitive to price changes. Based on this assessment, it can be said that Tide has high brand equity.
true
You work for a drug company and have been asked to advise company executives about the manufacturing of generic versus branded pharmaceuticals. Which of the following arguments could you use if you were trying to convince the executives that branded drugs are the way to go?
Customers sometimes feel more secure about purchasing brand-name drugs.
Jose is an avid runner and is training for his first marathon. He has several different brands of running shoes but his favorites are Asics because they are lightweight and also support his feet. He's going to purchase another pair for his training and decides that from now on, he will only purchase the Asics brand. Which level of brand loyalty is best described by this example?
brand insistence
Kennedy enjoys shopping at Costco and likes to purchase the Kirkland brand of strawberry preserves. However, on a recent shopping trip, the store did not have the Kirkland brand but a new organic brand, Clover Patch. Kennedy decided to purchase the new brand and give it a try. Which term best describes Kennedy's level of brand loyalty for the Kirkland brand of strawberry preserves?
brand preference
Cadillac has strategically sought to become known as a prestige brand among 30 to 50 year olds and routinely uses television advertising to showcase the high quality and luxury attributes of the new models. It seeks to use _______ to separate the brand from other US brands and be perceived more similarly to European models such as Audi and BMW.
positioning
Which of the following is utilized to help managers position products by graphically illustrating consumers' perceptions of competing products within an industry?
positioning map
Which of the following is a common complaint among consumers regarding the widespread use of universal product codes (UPC) in retail stores?
prices are not displayed on product packaging
As a marketer tasked with developing the packaging of the food products your company makes, you are concerned with all of the following except:
utensils used to eat the product
