marketing chapter 11
A ____ is a name, symbol, design, or term that identifies a seller's good or service as distinct from those of other sellers
Brand
____ is the set of assets and liabilities linked to a brand that add or subtract from the value provided by the product or service
Brand equity
One of the categories of products for which brand extension is especially logical is
Complementary goods
A ____ is one where there is a contractual arrangement between firms allowing one to use its brand name for a fee.
Licensed Brand
The complete Set of all Products offered by a firm is called its
Product Mix
Which of the following is NOT part of the "actual product" level of the product offer?
Product Warranty
A product is ____ that can be offered through a voluntary marketing exchange
anything of value to consumers
Marketers need to think about the product offer on three levels. Which of the following levels includes associated services such as warranties, financing, support, and after-sale service?
augmented product
Which of the following is not one of the four criteria used for determining how "good" a brand is?
brand conceptualization
Marco tried a new fruit-flavored beverage and thought it was awful. He was especially disappointed because he had liked the dried fruit snacks marketed under the same brand name. Now he wasn't sure he even wanted to buy the snacks he had liked before. This highlights a problem in branding known as
brand dilution
____ occurs when the brand extension adversely affects consumer perceptions about the attributes of the core brand
brand dilution
Jack developed a toothpaste using only natural ingredients, and he has been quite successful selling the product in health food stores and some grocery stores. He has recently developed a toothbrush using bamboo and natural components. Jake is considering a _____, giving the toothbrush the same brand name as the toothpaste in order to have greater brand awareness.
brand extension
Marketers selling milk, bread, and other consumer staples, know most customers do not spend much time searching or comparing alternatives. For most consumers, these are _____________ goods.
convenience
When manufacturers try to understand what customers are looking for, they are thinking about the _______ component of the product offer.
core customer value
Brand dilution occurs when
customer perceptions about the core brand are adversely affected.
For many years, General Electric had a corporate strategy of being among the top three firms in any market in which it operated; if it could not achieve a top- three position, it would exit the market. This strategy often resulted in the company ____ when certain product lines failed to meet this expectation
decreasing product mix breadth
The potential benefits of brand extension do NOT include
diluting brand equity
Marketers with luxury brands use brand extension cautiously in order to avoid
diluting the core brand
Nora is deciding whether to purchase brand name sneakers or a store brand. She has purchased other shoes with the same brand name in the past but was only marginally satisfied. In this situation, Nora is likely to purchase the store brand sneakers because they offer
greater perceived value
Consumers might not realize that Old Spice health and wellness products and Iams pet nutrition products are made by the same company—Procter & Gamble. Old Spice and Iams are known as
individual brands
Which of the following best describes when Johnson & Johnson introduces a travel-sized package for its existing baby oil product?
line extension
For marketers, one of the benefits of having achieved brand loyalty is
lower marketing costs associated with reaching loyal customers
Frequent buyer/user award programs are used to
maintain contact with loyal customers
Another name for a manufacturer's brand is a(n) ____ brand.
national
A firm's product mix breadth is its
number of product lines
A ____ is a group of associated items that consumers tend to use together or think of as part of a group of similar products
product line
For a major university, undergraduate studies, graduate studies, and professional programs would be __________ within the university's product mix.
product lines
Brands that are owned by ___________ are called private-label brands.
retailers
Private-label brands like Gap and Victoria's Secret have increased in importance along with the increased power of ___________ in the supply chain.
retailers
Zappos, an online shoe company, knows shoes are typically a(n) ___ good, with consumers often spending time comparing alternatives. They overcome that aspects of consumers' search process by offering a free, no questions asked return policy
shopping
____ is another term fro private-label brands
store brands
Brand extension is a popular marketing strategy necause
the firm can spend less on creating brand awareness and associations
When a salesperson approaches you to sell a cemetery plot, this is considered what type of product?
unsought product