chapter 11 BA 370

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

repeated

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

build brand awareness

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 _____,____

brand , equity

The use of an existing brand name in a different product line is called brand ______. Multiple choice question. dilution placement extension lengthening

extension

The use of an existing brand name in a different product line is called brand ______. Multiple choice question. placement dilution lengthening extension

extension

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 ______. Multiple choice question. primary package marketing message label built in package

label

Good marketing increases perceived_______ by raising customers' quality expectations relative to price.

value

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

Customer loyalty Perceived value Brand awareness

What must occur for the perceived value of a cheaper product to be high? Multiple choice question. The price of the cheaper product must be below half that of a premium product. The cheaper product must have the same or higher brand awareness than premium products. Consumers must believe the quality of the cheaper product is about the same as that of a premium product. The cheaper product must be endorsed by a celebrity or other notable figure.

Consumers must believe the quality of the cheaper product is about the same as that of a premium product.

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

Customers

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

differentiate

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

equity

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

family brand

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

promotion and branding

Examples of communication media that firms use to create brand awareness include which of the following? Multiple select question. low prices publicity licensed brands advertising

publicity advertising

Brand repositioning is also known as: Multiple choice question. brand dilution rebranding co-branding brand licensing

rebranding

Kellogg's sells the majority of products under its Kellogg's name brand all of it product lines. This is known as a(n)______ brand. Multiple choice question. family individual corporate global

family

True or false: Brands are sold either under a common/family name or as an individual brand. True false question. True False

true

What are products that household buyers use for their own use called? Multiple choice question. Consumer products Loyalty products Ritual products Business products

Consumer products

Which of the following is an example of a brand extension? Multiple choice question. Acme chips and Acme dips Acme barbecue potato chips and Acme salt and vinegar potato chips Acme sleds and Timberland boots Acme cars and generic pencils

Acme chips and Acme dips

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

An established track record in the market A loyal customer base

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

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

Which of the following is NOT one of the categories of consumer products that buyers use for their personal use? Multiple choice question. Associated products Specialty products Shopping products Convenience products

Associated products

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

Goods purchased frequently habitually

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

Make consumers aware of available products Differentiate its product offering

__________packaging is better for the environment than traditional packaging.

Sustainable

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

The basic benefits consumers are seeking

Which of the following refers to the basic problem-solving benefits that consumers seek in a product? Multiple choice question. Associated services The augmented product The actual product The core customer value

The core customer value

Ideas for sustainable packaging include which of the following? (Select all that apply.) Multiple select question. Using 3D printing Using recycled materials in packaging Returnable packaging Adding more layers of plastic

Using 3D printing Using recycled materials in packaging Returnable packaging

If a brand has a high degree of brand _______, it means that most consumers are familiar with the brand and what it stands for even if they do not use the brand.

awareness

Marketers can assess the level of brand ______ by measuring the extent to which consumers in a market are familiar with a brand, know what it stands for, and have an opinion about it.. Multiple choice question. equity value awareness loyalty

awareness

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

brand equity

A contractual arrangement between firms where one firm allows another to use its brand name, logo, symbols, and/or characters in exchange for a negotiated fee is called ______. Multiple choice question. brand licensing brand repositioning co-branding brand extension

brand licensing

When K-Mart paid Martha Stewart (famous for her business related to lifestyle and the home) a fee in return for permission to introduce a line of towels and other housewares bearing Stewart's name, it was an example of ______. Multiple choice question. brand licensing brand repositioning co-branding brand extension

brand licensing

The strategy in which marketers change a brand's focus to target new markets, or realign the brand with changing market preferences, is known as: Multiple choice question. brand extension brand repositioning co-branding brand licensing

brand repositioning

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

breadth

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

breadth

One of Taco Bell's most successful new products has been its "Doritos Locos Tacos," tacos with shells in the flavors of Doritos taco chip varieties. This is an example of ______. Multiple choice question. brand dilution brand repositioning generic branding co-branding

co-branding

The practice of marketing two or more brands together on the same package or promotion is known as: Multiple choice question. brand licensing brand extension co-branding brand dilution

co-branding

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

mix

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

mix

The product ______ is the complete breadth and depth of all products offered by a firm. Multiple choice question. brand category mix width line

mix

Which statements are true of ALL products? Multiple select question. delivered directly to the consumer offered through a marketing exchange something that a customer values bought through an online distributor

offered through a marketing exchange something that a customer values

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

perceived value

A product mix typically consists of ______, or groups of associated items. Multiple choice question. product breadths product lines product depth product assortments

product lines (the number of product lines offered by the firm)

A________ is something that a customer values and that can be bought or sold voluntarily. (Enter one word in the blank.)

product, good, or service

What are the two basic types of brand ownership strategies? Multiple select question. store brands product brands price brands manufacturer brands

store brands manufacturer brands