Marketing Management Chapter 9

KFC is very protective of its "Seven Herbs and Spices" recipe, which, in the view of the company, gives it a significant competitive advantage over other restaurants, and will use any legal resource available to protect its patented formula. Which dimension of brand equity does this example illustrate? A) brand assets B) brand association C) brand awareness D) brand loyalty E) perceived quality

A) brand assets

The marketing manager of a food packaging company is working on the package for a new line of self-steaming microwaveable vegetables. The manager wants the package to show a physically fit individual happily eating the product in order to make customers believe it is a good product for them. In this case, on which objective of packaging is the marketing manager focusing? A) connect to the customer B) labeling C) safety D) harmony E) protection

A) connect to the customer

The marketing team for an alcoholic beverage company decided that all of the products the company produced would carry the same brand name of Nightlife. As a result, there is Nightlife Ale, Nightlife Lager, Nightlife Vodka, Nightlife Tequila, and Nightlife Whiskey. This is an example of________ branding. A) family B) store C) stand-alone D) cooperative E) national

A) family

Alessandro's Pasta has developed a strong brand name in the dry pasta marketplace based on its texture and taste. Through its strong brand, Alessandro's Pasta was able to introduce a successful line of sauces under the same brand name. Which dimension of brand equity does this example illustrate? A) perceived quality B) brand strategy C) brand connections D) value proposition E) brand assets

A) perceived quality

Because of its reputation for excellent flavor and increasing energy, Delicious Beverages is able to charge a price premium for its products. Which dimension of brand equity does this example illustrate? A) perceived quality B) brand strategy C) brand connections D) perceived bonuses E) brand loyalty

A) perceived quality

Even though a national brand pain reliever and a store brand pain reliever both contain the same amount of ibuprofen per capsule and are both gel-coated, Chantal chooses to purchase the national brand because she thinks it will work better based on the brand name alone. Which dimension of brand equity does this example illustrate? A) perceived quality B) brand strategy C) brand connections D) perceived value E) brand loyalty

A) perceived quality

The marketing manager of a store brand pain reliever is designing the package for its new gel-coated capsules. Her main concerns are to design a package that prevents tampering with its contents and keeps children from accessing the product without adult assistance. On which objective of packaging is the marketing manager focusing? A) protection B) aesthetics C) communication D) harmony E) customer connection

A) protection

The manufacturer of Fast Peddle Bikes offers a warranty that states that the gear-shifting mechanism for its product will work consistently and be free of mechanical defects for five years. This is an example of a(n)________ warranty. A) specific B) additional C) extended D) general E) basic

A) specific

Warranties that offer explicit product performance promises related to components of the product are known as________ warranties. A) specific B) basic C) inclusive D) additional E) unlimited

A) specific

Which of these reflects acustomer brand role? A) Brands offer legal protection for a product through a trademark. B) Brands convey information about a product. C) Brands enable companies to defend essential product elements. D) Brands provide competitors with a benchmark against which to compete. E) Brands offer an effective and efficient methodology for categorizing product

B) Brands convey information about a product.

________ warranties are generally open to customers returning the product for a broad range of reasons beyond specific product performance problems. A) Explicit B) General C) Limited D) Basic E) Controlled

B) General

Staff Tissues Inc. decided to change the color of its tissue box from red to blue because blue was thought to be more visually pleasing to consumers at the time of purchase. The change in color represents the________ aspect of packaging. A) utility B) aesthetic C) communicative D) innovative E) protective

B) aesthetic

Tiffany & Co.'s blue-colored box is widely recognized by consumers. Which role of packaging does this exemplify? A) promotions B) aesthetics C) communication D) harmony E) protection

B) aesthetics

The marketing manager of a baby food company is redesigning the package for an existing product. The manager is trying to select a color that is visually appealing and is distinctive so that the brand is easy to identify. In the context of effective packaging, the marketing manager is focusing on A) usage promotion. B) aesthetics. C) quality. D) harmony. E) protection.

B) aesthetics.

Xander has been to Farm to Table Ice Cream Shops several times. Being a loyal customer, he has developed certain emotional and psychological connections with the brand. For instance, he links the brand with higher levels of product quality and feels good about eating it. Which dimension of brand equity does this example illustrate? A) brand assets B) brand association C) brand awareness D) brand strategy E) perceived quality

B) brand association

Recently, Mercedes-Benz quietly reduced its warranty coverage by eliminating some free scheduled maintenance because the expense for the firm was too high. At the same time, Hyundai and others have expanded their warranties to build consumer confidence in their cars. They realize that extending the period of warranty coverage demonstrates they are making better cars in a very tangible way. These are examples of firms considering the________ of product warranty. A) storage and handling B) costs versus benefits C) message D) product differentiation E) persuasiveness

B) costs versus benefits

The owner of Inventions Lawn Service is looking to buy a new lawn tractor, a major purchase and significant financial investment. The owner decides to purchase a Dixie Chopper because of its reputation for dependability and excellent customer service, which made him feel more secure and less anxious about choosing this product. Whichcustomer brand role does this scenario exemplify? A) providing distributors with information about the brand B) helping reassure the customer in the purchase decision C) offering an effective and efficient methodology for categorizing products D) offering legal protection for a product through a trademark E) enabling competitors to build products targeted specifically at the market leader

B) helping reassure the customer in the purchase decision

International Delight coffee creamers frequently adds new flavors to its product offerings. This would be an example of a________ extension. A) natural B) line C) service D) category E) basic

B) line

On a box of Procter & Gamble's Bounce fabric softener sheets, the brand name "Bounce" takes up the dominant space on the label and the rest of the space is a bright color (orange) with clean fresh images of a sun rising and a green field. This is an example of the________ requirements of labeling. A) legislative B) marketing C) legal D) industry E) consumer

B) marketing

The manager of a beverage company is revamping a product's label to carry a better product image to help the consumer recognize it quickly. He is focusing on the________ requirements of labeling. A) legislative B) marketing C) legal D) industry E) consumer

B) marketing

The owner of a consumer products company is working with an art designer on the label for a new line of herbal-scented detergents. They are trying to come up with the most eye- catching way to place the brand and logo along with the other required information on the label. They are working on the________ requirements of labeling. A) legislative B) marketing C) legal D) industry E) consumer

B) marketing

Acompany's brand role includes A) educating the customer about a product. B) offering an effective and efficient methodology for categorizing products. C) conveying information about a product. D) helping reassure the customer in the purchase decision. E) providing competitors with a benchmark against which to compete.

B) offering an effective and efficient methodology for categorizing products.

Pierre Cardin partnered with several other product manufacturers and attached its name to a wide assortment of products including clothing, housewares, and even cosmetics. Eventually, its brand image became diluted and lost its influence as a luxury manufacturer. Which disadvantage of co-branding does this example illustrate? A) loss of control B) overexposure C) lack of perceived quality D) lack of brand awareness E) accommodation

B) overexposure

Super-Mart decides to create its own brand of personal care products. It enters into an agreement with a large manufacturer of this type of product to supply Super-Mart with the products that will carry Super-Mart's name. This is an example of________ branding. A) family B) store C) stand-alone D) co- E) national

B) store

With brand________, customers develop a number of emotional, performance, and psychological connections with a brand. A) validity B) link C) association D) identity E) awareness

C) association

Monique loves her Kuru shoes because they look great and make her arthritic feet feel better. Not only would she not buy any other brand of orthotic shoe, but she raves about them on social media. This illustrates the emotional connection that comes from brand A) validity. B) strategy. C) association. D) identity. E) awareness.

C) association.

Mabel only purchases Tide laundry detergent because it reminds her of her mother, who also used Tide. Which benefit of brand equity for customers does this exemplify? A) perceived quality B) brand strategy C) brand associations D) brand awareness E) brand assets

C) brand associations

The owners of ABC Medical Equipment have been developing the brand equity of their MRI and CAT scan equipment through promotions and social media. Now, on the mention of ABC's machines, radiologists and hospital purchasing agents usually say that they have heard of ABC's offerings and are interested in learning more about them. In this case, which dimension of brand equity has been achieved by ABC Medical Equipment? A) brand assets B) brand association C) brand awareness D) brand loyalty E) perceived quality

C) brand awareness

A company is the market leader in the manufacture of farm equipment. Because of the strength of its brand, other competitors are finding it difficult to successfully enter the marketplace. Which benefit of brand equity for brand sponsors does this exemplify? A) generalized warranty B) brand image C) brand connections D) perceived bonuses E) brand awareness

C) brand connections

Mercedes-Benz offers a lifetime roadside assistance warranty on all of its vehicles, which shows that Mercedes is committed to customer service. This is an example of the ability of a warranty to A) provide a cost to customers. B) educate customers. C) convey a message to customers. D) build brand awareness. E) build brand identity.

C) convey a message to customers

When customers see the logo of Sanchez's restaurant, they think of food served quickly in a clean, family-friendly environment. Whichcustomer brand role does this exemplify? A) providing competitors with a benchmark against which to compete B) helping educate the customer in the purchase decision C) conveying information about a product D) offering an effective and efficient methodology for categorizing products E) offering legal protection for the product through a trademark

C) conveying information about a product

Warranties that make broad promises about product performance and customer satisfaction are known as________ warranties. A) limited B) exclusive C) general D) inclusive E) specific

C) general

Nickelodeon and Marriott were going to partner to create a kid-friendly chain of vacation-oriented hotels with Nickelodeon-themed water parks. Which approach to co-branding does this exemplify? A) colocation B) multiple company venture C) joint venture D) internal brand combination E) merger

C) joint venture

Food product manufacturers are required to list the number of calories at the top of the nutrition panel. Posting calorie information is an example of meeting the________ requirements of labeling. A) industry B) aesthetic C) legal D) marketing E) customer

C) legal

Hazardous materials such as cleaning products, pesticides, and many other items require 14 different pieces of information be included on the label. This is an example of the________ requirements of labeling. A) aesthetic B) marketing C) legal D) industry E) consumer

C) legal

In 1914, the federal government, through the Federal Trade Commission, first ruled misleading or blatantly phony labels were illegal and represented unfair competition. This demonstrates a________ requirement of labeling. A) industry B) aesthetic C) legal D) marketing E) customer

C) legal

The Food and Drug Administration requires all processed-food companies to provide detailed nutritional information clearly identifying calories, fats, carbohydrates, and other information. This is an example of the________ requirements of labeling. A) aesthetic B) marketing C) legal D) industry E) consumer

C) legal

When a competitor used its logo in a disparaging way in an advertisement, Max Corp. sued. It won the suit on the basis that the competitor violated its trademark. Whichcompany brand role does this scenario exemplify? A) providing competitors with a benchmark against which to compete B) offering an effective and efficient methodology for categorizing products C) offering legal protection for a product D) helping reassure the customer in the purchase decision E) educating the customer about a product

C) offering legal protection for a product

Katsuo bought a bicycle from a well-known brand without even considering the other equally good, unbranded bicycles. This shows the advantage that branded products have over unbranded ones in terms of A) price efficiency. B) actual performance. C) perceived quality. D) physical features. E) product variety.

C) perceived quality.

Unilever, a worldwide leader in consumer products, follows a brand strategy in its personal care division with 21 brands (AXE, Dove, Noxzema, Ponds, etc.) that operate independently of one another. This is an example of________ branding. A) family B) store C) stand-alone D) co- E) national

C) stand-alone

________ brands enable manufacturers to leverage marketing resources by creating efficiencies in marketing communications and distribution. A) Licensed B) Private C) Custom D) National E) Stand-alone

D) National

A(n)________ is defined by the American Marketing Association as "a name, term, design, symbol, or any other feature that identifies one seller's goods or services as distinct from those of other sellers." A) identity B) profile C) trademark D) brand E) product

D) brand

Gerard always purchases clothing made by S&G Clothing. He tells others about how much he likes their clothes and the high levels of quality maintained by S&G. When a shirt he purchased turned out to be defective, instead of switching to another clothing company, he gave S&G a chance to fix the problem and still shops there. Which dimension of brand equity does Gerard demonstrate? A) brand assets B) brand association C) brand awareness D) brand loyalty E) perceived quality

D) brand loyalty

Dell used its brand to expand into new areas including printers and consumer electronics such as LCD and plasma televisions. Dell engaged in a________ extension. A) natural B) line C) random D) category E) basic

D) category

A company can use its brand to expand into new product types. This is known as A) brand association. B) store branding. C) category extension. D) co-branding. E) franchising.

D) co-branding.

Costco and Visa joined together to offer a Costco Visa card that allows users to get rebates on their purchases at Costco while expanding the reach of Visa to Costco members. This is an example of A) family branding. B) store branding. C) stand-alone branding. D) co-branding. E) licensing.

D) co-branding.

The warranty on a bottle of store brand pain relievers says that consumers may return this product if they are dissatisfied with it for any reason. This is an example of a(n)________ warranty. A) specific B) additional C) extended D) general E) basic

D) general

In an attempt to reduce product thefts in retail stores, companies include antitheft methodology, such as bar coding or magnetic stripes, in the package design that discourages shoplifting. Which package objective does this exemplify? A) harmony B) aesthetics C) communication D) protection E) usage promotional

D) protection

The most basic form of brand equity is A) perceived reliability. B) brand loyalty. C) brand association. D) perceptive quality. E) brand awareness.

E) brand awareness

Lawanda always prefers LaCroix flavored water. She does not waste her time considering other flavored water products, even when they are cheaper than LaCroix. Which benefit of brand equity for customers does this exemplify? A) brand strategy B) brand awareness C) brand assets D) perceived bonuses E) brand loyalty

E) brand loyalty

Procter & Gamble wanted Crest Vivid White Toothpaste to stand out from competitor brand toothpastes on store shelves, so it created a stand-up package and used a graphics-heavy box. In the context of objectives of packaging, the company focuses on A) customer connections. B) quality. C) protection. D) harmony. E) communication.

E) communication.

Robitussin redesigned its packaging to provide specific product use information to help buyers make a purchase decision and to inform them about proper product usage. The package lists four key pieces of information: the product's formulation, its possible side effects, the symptoms it treats, and the recommended age for usage. This is an example of meeting the________ requirements of labeling. A) legislative B) marketing C) warranty D) industry E) consumer

E) consumer

Vanni, the marketing manager of a furniture manufacturer, is designing a new label for the packaging of the company's line of children's play tables. The two key aspects of the label that she is working on are the assembly instructions and the appropriate age for usage. These are examples of the________ requirements of labeling. A) legislative B) marketing C) legal D) industry E) consumer

E) consumer

Brianna's company was looking for a way to generate additional income from an already successful product. She would correctly recommend________ because it poses very little risk to the company but can be lucrative and build more brand associations among new users. A) family branding B) benchmarking C) stand-alone branding D) franchising E) licensing

E) licensing

Offering other manufacturers the right to use the brand in exchange for a set fee or percentage of sales is known as A) family branding. B) benchmarking. C) stand-alone branding. D) co-branding. E) licensing.

E) licensing.

RB Soaps sells its products in every state under the same brand. This is an example of________ branding. A) category B) store C) stand-alone D) co- E) national

E) national

Because LG has so many different product offerings in various types of electronics, management has found that it is helpful to use brands to keep track of products in each type. Thus, it has different brand names for its televisions, kitchen and laundry appliances, and computers. Whichcompany brand role does this example illustrate? A) educating the customer about a product B) providing competitors with a benchmark against which to compete C) offering legal protection for a product through trademark D) helping reassure the customer in the purchase decision E) offering an effective and efficient methodology for categorizing products

E) offering an effective and efficient methodology for categorizing products

Since Maytag's appliances have earned a reputation as being reliable and durable, John decided to buy a new Maytag washing machine despite the fact that it was more expensive than other brands. Which dimension of brand equity does this example illustrate? A) brand assets B) brand association C) brand awareness D) specific warranty E) perceived quality

E) perceived quality

Which of these is theleast likely to be a purpose of a package? A) to protect B) to communicate C) to connect to the customer D) to provide a layer of security and verification E) to entertain

E) to entertain