Chapter 11 Assignment for Module 7

Which of the following factors help to increase a brand's equity? Multiple select question. Lower prices from competitors Competition level Customer loyalty Perceived value Brand awareness

Customer loyalty Perceived value Brand awareness

Typically, who determines the product's or service's value in relationship to that of its close competitors? Multiple choice question. Customers Suppliers Retailers Manufacturers Marketers

Customers

True or False: In recent years, sales of store brands have declined significantly.

False

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

False

Firms should make sure the fit between the core brand and the brand extension does what? (Choose every correct answer.) Multiple select question. Makes sense to customers Modifies the core brand's associations Displays credibility Increases the price of the item

Makes sense to customers Displays credibility

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

True

Kellogg's sells a variety of products under its Kellogg's name brand. It then identifies groups of products with a secondary name such as Raisin Bran or Froot Loops, each in several sizes and versions. Froot Loops is known as a(n) Blank______ brand. Multiple choice question. family individual corporate private-label

family

Product lines are a part of a product Blank______. Multiple choice question. category decision mix brand

mix

The element of a product that is used both to physically protect and to market the item is the Blank______. Multiple choice question. branding brand equity packaging labeling

packaging

For most products, the label is used for Blank______. Multiple choice question. promotion and branding promotion and licensing branding and packaging packaging and manufacturing information

promotion and branding

A product's exterior wrapper or exterior carton that contains additional product information is known as the Blank______ package. Multiple choice question. primary tertiary outer secondary

secondary

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

secondary

Firms find that loyal customers help market their product or service through Blank______. Multiple choice question. actually purchasing the product word-of-mouth advertising personal selling

word-of-mouth

What is a product or service for which consumers usually expend no effort toward decision making? Multiple choice question. Specialty product/service Convenience product/service Shopping product/service Unsought product/service

Convenience product/service

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

false

A BLANK is something that a customer values and that can be bought or sold voluntarily.

product

What does a brand need in order to be somewhat protected from competition from other firms and price competition? (Choose every correct answer.) Multiple select question. A celebrity endorsement A loyal customer base A hard plastic package An established track record in the market

A loyal customer base An established track record in the market

What are some of the benefits a brand can receive from a licensing agreement? (Choose every correct answer.) Multiple select question. Additional revenues Increased brand equity Lower production costs Improved customer loyalty

Additional revenues Increased brand equity

Examples of communication media that firms use to create brand awareness include which of the following? (Choose every correct answer.) Multiple select question. Low prices Advertising Licensed brands Publicity

Advertising, Publicity

A strong brand protects firms from which of the following? (Choose every correct answer.) Multiple select question. Changes in industry trends An existing competitor lowering prices New products offering similar features or benefits An overall drop in consumer demand

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

When a firm changes its packaging as a means of repositioning its product, what is it trying to accomplish? (Check all that apply.) Multiple select question. Changing production facilities Appearing more up to date Attracting a new target market Moving the product to a different store aisle or shelf

Appearing more up to date Attracting a new target market

The mental link customers make between a brand and its key product attributes is known as brand Blank______. Multiple choice question. association loyalty equity asset

Association

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? Multiple choice question. By linking with a brand that is well known for its quality By linking with another unknown brand to combine marketing efforts By extending its brand name to a line of complementary products By linking with a brand that has high name recognition but relatively lower quality

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

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? Multiple choice question. restriction stabilization cannibalization depletion

Cannibalization

Which of the following is a method firms use to create positive brand associations? Multiple choice question. Efficient distribution networks Low prices Franchise agreements Catchy jingles

Catchy jingles

Firms risk a significant amount of money when repositioning their products. Which of the following are expenses associated with repositioning? (Choose every correct answer.) Multiple select question. Changing packaging Changing brand image through promotion Relocating company headquarters overseas Buying out competitors' product stockpiles

Changing packaging Changing brand image through promotion

Which of the following are risks of co-branding? (Choose every correct answer.) Multiple select question. Profitability being too high Increased revenues and costs for both brands' owners Customers for the two brands being too different Conflicts of interest between the co-brands

Customers for the two brands being too different Conflicts of interest between the co-brands

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? Multiple choice question. Increasing breadth Increasing depth Decreasing depth Decreasing breadth

Decreasing breadth

Which of the following are roles played by packaging? Multiple select question. Differentiating a product from competitors Adjusting product sizes for different markets Promoting product features or changes Improving the design of the product itself

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

The risks associated with brand licensing include which of the following? Multiple choice question. Slowing distribution times Diluting brand equity Increasing production costs Losing brand visibility

Diluting brand equity

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? Multiple choice question. Increased production costs Increased competition from similar brands Unfulfilled consumer demand Dilution of brand equity through overexposure

Dilution of brand equity through overexposure

When a firm sells all its products under one Blank______ such as Pepperidge Farm, the individual brands benefit from the overall brand awareness associated with it. Multiple choice question. exclusive co-brand premium brand family brand individual brand

Family brand

Which government agency is responsible for enforcing product labeling laws in the United States for consumer products? Multiple choice question. Bureau of Economic Analysis National Institutes of Health Food and Drug Administration Office of the Inspector General

Food and Drug Administration

Which of the following is the best example of a convenience product/service? Multiple choice question. Gasoline Jewelry Apartment Running shoes

Gasoline

Brand awareness is MOST likely to influence purchasing decisions for which type of product? Multiple choice question. Goods purchased infrequently Goods purchased frequently or habitually Goods never purchased before by the consumer Goods that the consumer spends a lot of time researching

Goods purchased frequently or habitually

Which factor has contributed to the increased presence of store brands in recent years? Multiple choice question. Declining overall demand among consumers Stronger competition among manufacturers Growth and consolidation of retail firms Increased regulation of international trade

Growth and consolidation of retail firms

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? Multiple choice question. Increasing breadth Decreasing breadth Decreasing depth Increasing depth

Increasing breadth

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? Multiple choice question. Toyota Computer Microwave Kleenex

Kleenex

Which of the following is a risk associated with repositioning a product? Multiple choice question. Loss of control over marketing strategy Loss of funds invested in the repositioning effort Dilution of brand equity through overexposure Being a long-term trend instead of a short-term fad

Loss of funds invested in the repositioning effort

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)? Multiple choice question. Loss of brand awareness Loss of brand loyalty Loss of perceived value Loss of trademark status

Loss of trademark status

Branding enables a firm to do which of the following? (Choose every correct answer.) Multiple select question. Reintroduce old products at a higher cost Make consumers aware of available products Differentiate its product offerings Eliminate advertising spending

Make consumers aware of available products Differentiate its product offerings

Which of the following are components of the augmented product? (Choose every correct answer.) Multiple select question. Packaging Features/design Product support Brand name Warranties

Product support Warranties

Labels must comply with laws and regulations and must include which of the following? (Choose every correct answer.) Multiple select question. Where the product is sold Safety precautions How the product was transported Ingredients contained in the product

Safety precautions Ingredients contained in the product

Branding includes which of the following? (Choose every correct answer.) Multiple select question. Slogans Augmented services Logos Distinctive packaging

Slogans Logos Distinctive packaging

Which traits are true of ALL products? (Choose every correct answer.) Multiple select question. Bought through an online distributor Something that a customer values Offered through a marketing exchange Delivered directly to the consumer

Something that a customer values Offered through a marketing exchange

BLANK products/services are those such as an Apple iPhone, a Harley-Davidson motorcycle, or a Starbucks latte for which the consumer shows a fairly strong preference and loyalty and will go out of the way to find that specific brand.

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? (Choose every correct answer.) Multiple select question. The Tostitos brand already had brand associations that helped to sell salsa. Frito-Lay did not have to do any promotion of the new product. Frito-Lay could spend less on developing consumer brand awareness. Frito-Lay could introduce the product to the market more quickly.

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.

Which of the following describes the core customer value of a product? Multiple choice question. Attributes such as design/features, quality level, and packaging The basic benefits consumers are seeking The price range Product warranties and financing

The basic benefits consumers are seeking

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, what is the most likely result? Multiple choice question. Brand loyalty will increase. The perceived value of the original brand will decline. The brand acceptance will carry over to the new product. The brand associations of the original brand will be damaged.

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? Multiple choice question. Augmented product Associated services The core customer value The actual product

The core customer value

What is the most likely result of a co-branding effort between two brands that have completely different customers? Multiple choice question. The brand with the least amount of name recognition will improve sales, while the other brand will lose sales. The brand with the most brand loyalty will improve sales, while the other brand will remain stagnant. The entire effort will fail for both brands. Both brands will improve sales.

The entire effort will fail for both brands.

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

True

When consumers experience brand loyalty, which feeling do they associate with the brand? Multiple choice question. Wonder Envy Trust Excitement

Trust

BLANK products/services are those that people don't think about buying or don't know about. (Remember to type only one word per blank.)

Unsought

When can brand extensions increase overall sales for a firm? Multiple choice question. When the extension is priced lower than the original brand When the original brand and the extension are complementary products When the extension is priced higher than the original brand When the extension is positioned against the original brand

When the original brand and the extension are complementary products

Co-branding can enhance consumer perceptions of product quality by linking Blank______. Multiple choice question. two substitute brands two commodity brands two newly launched brands that few people recognize a brand to an existing well-known quality brand

a brand to an existing well-known quality brand

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 Blank______. Multiple choice question. associations loyalty personality equity

associations

Products are complex, with multiple components. The term " BLANK product" (also known as associated services) refers to the nonphysical aspects of the product, such as financing and support.

augmented

When consumers see new packaging on a product that is otherwise untouched, they tend to Blank______. Multiple choice question. pay more attention to the product's ingredients look for a more familiar label elsewhere expect a price discount be more interested in trying the product

be more interested in trying the product

Strong brand acceptance for Reese's peanut butter candies among consumers would probably Blank______ Reese's Peanut Butter when competing with Jif and Skippy. Multiple choice question. guarantee success for be expensive for be transferred to be lost on

be transferred to

The set of assets and liabilities linked to a brand that add to or subtract from the value provided by a product or service is BLANK equity.

brand

A firm's product mix Blank______ represents the number of product lines offered by the firm. Multiple choice question. breadth brand depth category

breadth

Consumer packaged goods companies sell products across many different product lines. These companies have significant Blank______ in their product mixes. Multiple choice question. breadth depth brand dilution brand confusion

breadth

To capture new or evolving markets, a firm may increase Blank______ to compete in new product areas. Multiple choice question. brands extensions breadth depth

breadth

Firms are willing to spend lots of money, such as on very expensive Super Bowl ads, to market a brand in order to Blank______. Multiple choice question. be competitive in commodity markets build brand awareness overwhelm consumers perception be able to develop the brand personality over time

build brand awareness

Marketers invest in developing a strong brand identity to help establish Blank______. Multiple choice question. stable market shares habitual, unthinking purchases strong mission statements buyer loyalty

buyer loyalty

If a company's products are too closely related, sales of one brand may BLANK, or take away sales from the other brand, with no net sales, profit, or market share increase.

cannibalize

Because they include information such as ingredients, nutrition, and the product benefits to a consumer, labels can be considered Blank______ tools. Multiple choice question. pricing financial purchasing communication

communication

Brand extensions for Blank______ products, such as the Barbie car sold to be used with a Barbie doll, can increase sales. Multiple choice question. substitute complementary competing premium copycat

complementary

A firm can delete entire product lines to address changing market conditions; this is also known as Blank______. Multiple choice question. increasing depth decreasing breadth decreasing depth increasing breadth

decreasing breadth

The number of products within a product line is a firm's product line Blank______. Multiple choice question. depth assortment breadth mix

depth

Branding provides a way for a firm to Blank______ its product offerings from those of its competitors. Multiple choice question. monetize differentiate license commoditize

differentiate

Brands are assets that a firm can build and harness over time to increase its Blank______. Multiple choice question. consumer trust marketing expenditures liabilities equity

equity

The value of a brand can be calculated and compared to other brands in the form of brand Blank______. Multiple choice question. equity profitability loyalty assets

equity

Because a brand name is already well established, a firm can spend Blank______ resources to develop consumer brand awareness when introducing a brand extension. Multiple choice question. fewer more equivalent zero

fewer

A firm's product line depth is the number of Blank______ within a product line, as opposed to the number of product lines a firm has. Multiple choice question. brand names mixes items package sizes

items

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 Blank______. Multiple choice question. label built in package message primary package

label

A product mix typically consists of product Blank______ or groups of associated items. Multiple choice question. lines breadth depth assortments

lines

The majority of the brands marketed in the United States are Blank______ brands. Multiple choice question. copycat manufacturer private-label generic

manufacturer

From the customer's perspective, the relationship between a product's or service's benefits and costs is called Blank______. Multiple choice question. brand awareness perceived value perceived brand brand equity

perceived value

Geico Insurance uses characters like the gecko and humorous associations with Blank______ emotions to reinforce the brand. Multiple choice question. positive threatening negative stable

positive

A brand, such as T-Mobile, can build awareness through Blank______ exposure to the brand's logo, symbols, and slogans. Multiple choice question. limited expensive repeated concentrated

repeated

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(n) Blank______ good/service. Multiple choice question. unsought shopping specialty convenience

specialty

Firms tend to spend Blank______ to market to loyal customers compared to marketing to new customers. Multiple choice question. a lot more nothing at all substantially less about the same

substantially less

Brands are typically legally protected through Blank______. Multiple choice question. Consumer Bill of Rights primary packaging The Federal Trade Commission product labeling trademarks and copyrights

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 Blank______ products for most consumers. Multiple choice question. convenience unsought specialty shopping

unsought

Licensing is an effective way for a brand to improve its Blank______. Multiple choice question. visibility customer satisfaction perceived value overhead

visibility

When firms introduce brand extensions, they should seek to create new products Blank______. Multiple choice question. that the customers will like regardless of the attributes they have that are targeted to a different market segment with similar attributes to those of the core product with different attributes to those of the core product

with similar attributes to those of the core product