Principles of Marketing: Ch. 11 Prep

Match the product type to the appropriate example of a "real-life" product. Product 1. Milk 2.Limited Edition Ford Mustang 3. Perfume 4. Life Insurance Product Type A. Convenience Product B. Unsought Product C. Shopping Product D. Specialty Product

1. = A. 2. = D. 3. = C. 4. = B.

Match each example to the appropriate branding strategy. 1. Individual brands benefit from the overall brand awareness associated with the family name. 2. Individual brand names are used to market a firm's products individually. 3. A brand extension is the use of the same brand name in a different product line. It is an increase in the product mix's breadth. 4. Co-branding is the practice of marketing two or more brands together, on the same package, promotion, or store. 5. Licensed brands are those for which there is a contractual agreement between firms whereby one firm allows another to use its brand name, logo, or symbols in exchange for a negotiated fee. A. Colgate toothbrushes B. KFC and Taco Bell C. Prada-designed LG cell phone D. Kellogg's cereals E. Famous Amos cookies

1. = D 2. = E 3. = A 4. = B 5. = C

Through Band-Aid's continuous commitment to quality and constant product innovations, Band-Aid has been able to increase the consumer's _____________ of the Band-Aid brand. A. perceived value B. perceived association C. perceived extension D. perceived benefit E. perceived cost

A. perceived value

Frito-Lay's spending on advertising and promotion of Doritos' taste and smell was designed to create A. entertainment. B. brand associations. C. higher prices. D. quality.

B. brand associations.

Consumers' trust for Frito-Lay's brands leads to A. better distribution. B. brand loyalty. C. competition. D. new products. E. more costs.

B. brand loyalty.

Branding provides a way for a firm to differentiate its product offerings from those of its A. retailers. B. distributors. C. competitors. D. customers. E. partners.

C. competitors.

Brand awareness measures how many _____ in a market are familiar with the brand. A. adults B. retailers C. consumers D. store owners E. distributors

C. consumers

Band-Aid allocated $5 million to the promotion of the Finger Care Tough Strips as a commitment to increase the product ___________ of the existing finger care product line. A. breadth B. width C. depth D. height E. volume

C. depth

Band-Aid introduced First Aid to Go! in response to travelers' needs for smaller carry-on items. This new line of products added to the breadth of Band-Aid's A. associated services. B. brand dilution. C. product mix. D. rebranding. E. perceived value.

C. product mix.

Many consumers in the United States use the term "Band-Aid" to refer to all types of bandages and wound care products, regardless of the brand. This indicates that Band-Aid has done a great job at building A. brand personality. B. brand mix. C. brand exclusivity. D. brand awareness. E. brand equity.

D. brand awareness.

When Band-Aid decided to expand into ointments, gauze, tape, and antibiotic treatments, the company engaged in what type of branding strategy? A. brand association B. brand equity C. co-branding D. brand extension E. brand awareness

D. brand extension

Doritos' new color scheme and bold logo are part of its A. co-branding. B. pricing strategy. C. brand equity. D. rebranding strategy. E. product plan.

D. rebranding strategy.

The relationship between the benefits and cost of Doritos is called A. brand extension. B. sales potential. C. market potential. D. market share. E. perceived value.

E. perceived value.