Marketing Johnsen Ch. 10

Aleesha refuses to buy any toothpaste other than her preferred brand, Blassey, manufactured by Blassey's Inc. If Blassey's toothpaste is not available in her neighborhood store, she drives to another store rather than buying a different brand. Based on this information, which of the following statements is true?

Aleesha has strong brand loyalty toward Blassey's Inc.

Which of the following is a difference between an express warranty and an implied warranty?

An express warranty is a written guarantee, whereas an implied warranty is an unwritten guarantee that a good or service is fit for the purpose for which it was sold.

Which of the following statements is true of brand loyalty?

Brand identity is essential to develop brand loyalty.

Which of the following statements is true of specialty products?

Brand names and quality of service are often very important.

Which of the following types of co-branding has advertised or marketed products together to suggest usage?

Complementary branding

Which of the following is a consequence of product line contractions?

Concentration of resources on the most important products

Which of the following is true of an organization's product mix width?

Firms increase the width of their product mix to diversify risk.

Which of the following statements is true of branding?

It allows marketers to distinguish their products from their competitor's products.

Which of the following statements is true of persuasive labeling?

It focuses on a promotional theme or logo of a product or brand.

Which of the following statements is true of informational labeling?

It helps consumers make proper product selections from a variety of choices.

Which of the following statements is true of packaging?

It holds contents together and protects goods as they move through the distribution channel.

Which of the following statements is true of a warranty?

It protects a buyer and gives essential information about a product.

The exclusive right to use a brand or part of a brand is known as _____.

a trademark

A company will most likely market its product under a different name in a new market:

if there is difficulty in pronouncing the product name in the new market.

Unlike the one-brand-name strategy, the strategy of using a different brand name in different markets:

is more useful when a marketer wants the brand to appear as a local brand.

When all the containers and boxes of a product line have a common look while still being able to keep their individual identities, it is considered to have _____.

package uniformity

A _____ may be defined as everything, both favorable and unfavorable, that a person receives in an exchange.

product

A specific version of a product that can be designated as a distinct offering among an organization's products is called a _____.

product item

When a new product, in an existing product line, cannibalizes sales of other items in the same line then a marketer must implement _____ as a strategic way to deal with this issue.

product line contraction

Product mix width refers to the number of:

product lines an organization offers.

When consumers search extensively for a particular item and are very reluctant to accept substitutes, that item is a(n) _____.

specialty product

Repo Motors, an automobile company, released a limited edition model of its famous sedan. This model featured posh interior details as well as unique decals that the customers could select and customize. The engine and other mechanical components remained the same as the regular model. In this scenario, Repo Motors is implementing _____ to its existing product.

style modification

A product unknown to a potential buyer or a known product that a buyer does not actively seek is referred to as a(n) _____.

unsought product

Liva Corp. launches its new brand of clothing called Live High. In order to spread awareness of this new brand, the marketing head of Liva Corp. decides to employ professional salespeople to directly contact potential customers to advertise and sell the new brand. Live High is an example of a(n) _____.

unsought product