MKT: Chapter 9

Heinz stopped marketing its "Bite Me" brand of frozen pizza snacks due to disappointing sales. This is an example of a ________.

product line contraction

Practically every brand of soft drink ever made is available at Mom's Soda Shop; regional beverages from around the world can be purchased at the retailer's website. The retailer targets people who have developed a fondness for a particular soft drink and can no longer find it. The retailer's ________ is all types of soft drinks.

product mix

Which approach to measuring brand equity focuses on the ability of a brand to charge a higher price than the price charged by an unbranded equivalent?

product-market outcomes metrics

Colgate-Palmolive replaced its brand management structure with a product category management structure. A manager who had once managed Colgate toothpaste now manages all of the company's dental products. Under Colgate's new system, a product category manager would have ________.

profit and loss responsibility for all dental products

In small firms, the marketing function is usually handled by a ________ who is responsible for new-product planning, advertising, working with the company's sales representatives, and marketing research.

single marketing manager

________ involves a five-step process called DMAIC (define, measure, analyze, improve, and control) designed to improve quality.

six sigma

The triangular red Nabisco logo is an example of a ________.

brand mark

Toronto-based Loblaw supermarket chain developed President's Choice brand products to sell exclusively in its stores. President's Choice is an example of a ________.

private-label brand

General Foods produces many different brands of coffee, including Brim, Maxim, Maxwell House, International Coffees, Sanka, and Yuban. Each brand is likely to have its own ________.

brand manager

Arm & Hammer began as a producer of baking soda. Now the company manufactures detergents, deodorants, and fabric softeners under the Arm & Hammer brand name. Arm & Hammer uses a ________ strategy.

brand extension

Kellogg's has marketed Special K cereal for a number of years to a loyal customer base. Its introduction of a new cereal called Special K with Red Berries is an example of a(n) ________ strategy.

brand extension

________ are responsible for the positioning of a brand and developing its brand equity. They are likely to team with sales, finance, and logistics staff members as part of customer business teams who work with major retail accounts.

brand managers

A company introduced the Funday film to compete with lower-priced brands, but it found many of its regular customers bought Funday instead of its usual, higher-priced film. The company experienced ________.

cannibalization

Whenever a product line or a product family is extended, there is a risk of ________, which occurs when sales of an existing brand decline as the firm's current customers switch to the new product.

cannibalization

Mattel teamed with Coca-Cola to market Soda Fountain Sweetheart Barbie. This is an example of ________.

cobranding

Using the strategy of ________, a marketer designs a package that closely resembles the look of the national branded product with which it is competing.

copycat packaging

There are numerous kinds of shampoo, including vitamin-enriched, fruit-enhanced, color-reviving, therapeutic, and so on. Shampoo that simply promises to clean hair, however, has seen declining sales, has little or no advertising, and has been phased out by most manufacturers. Shampoo that makes no other promise than to clean hair is in the ________ stage of its product life cycle.

decline

Mercedes was able to successfully introduce its C-Class car at $30,000 without injuring its ability to sell other Mercedes cars for $100,000 or more. Mercedes implemented a(n) ________.

downward-line stretch

Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna, even though the Kroger tuna costs $0.15 less per can. Chicken of the Sea has brand ________.

equity

When a company begins marketing a new product line in addition to its existing product lines, it has done which of the following?

expanded the width of the product mix

The J. M. Smuckers Company makes jams, jellies, fruit spreads, and ice cream toppings. All of these products are sold using the Smuckers brand name. This company uses a(n) ________ strategy.

family brand

A company makes several different kinds of shampoo, but it did not have a dandruff shampoo designed for women until it added Pro-Women antidandruff shampoo. This is an example of a(n) ________.

filling-out strategy

In addition to regular Alka-Seltzer, there is an Alka-Seltzer product for each of the following: cold sufferers, people with upset stomachs, people who can't sleep, people with allergies, and people who have severe headaches. The manufacturer of Alka-Seltzer is using a(n) ________ to reach as many different target markets as possible.

full line strategy

When marketers develop ________ strategies, they make decisions about product benefits, features, styling, branding, labeling, and packaging.

product

Kodak markets cameras, film, X-ray film and equipment, printers, printer accessories, motion picture film, and touch screen sensors. Kodak is likely to have ________ who coordinate the mix of the product lines.

product category managers

Recently a company brought a miniature version of its cereal bars to market. The nugget-sized product was very successful because it was not messy. Another company then introduced a similar product under its own brand. Mini-cereal bars are most likely in the ________ stage of their product life cycle.

growth

P&G makes Tide, Cheer, Ivory Snow, and Bold detergents as well as PertPlus, Rejoice, and Vidal Sassoon shampoos. Through its use of a separate and unique brand name for each of these products, Procter & Gamble is using a(n) ________ strategy.

individual brand

Breyers and Reese's have worked together to create Breyers Ice Cream with Reese's Peanut Butter Cups. This is an example of ________.

ingredient branding

Kitchen dishcloths are often difficult to rinse clean and typically dry slowly. A company developed a disposable kitchen cloth that rinses easily and dries quickly. Because this is a new product to the market, it can be said to be in the ________ stage of its product life cycle.

introduction

Disney allowed a paint manufacturer to produce paint using the Disney brand name for a specific period of time. Disney paint is an example of ________.

licensing

Through ________, one firm sells another firm the right to use a legally protected brand name for a specific purpose for a specific period of time.

licensing

Active Beverages targets the same people who watch the Gravity Games and enjoy skateboarding, in-line skating, mountain biking, and other extreme sports. It makes high-energy drinks for this target market. It does not attempt to make any drinks that are not targeted to this market. Active Beverages uses a(n) ________.

limited-line strategy

A manufacturer with a product in the decline stage of the product life cycle would most likely decide to ________ if there is reason to believe that there will be a small but continuing demand for the product.

maintain the product without change

A manufacturer of acrylic, latex, and nitrile gloves sells to medical laboratories, factories where employees handle chemicals, companies that manufacture micro-tech equipment, and cleaning services. The company is organized to better satisfy the specific needs of each of its four target markets, so it uses a ________ structure.

market manager

Over the past 100 years or so, Binney and Smith's Crayola crayons have become household staples in more than 80 countries around the world. The company occasionally tinkers with the product's marketing mix to maintain market share. Crayola crayons are in the ________ stage of the product life cycle.

maturity

In a competition between ________ and ________ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, what prices will be charged, and which products will be featured in local print promotions.

national; private-label

Which of the following is a management philosophy that focuses on satisfying customers through empowering employees to be an active part of continuous quality improvement of all aspects of the company's operations?

total quality management (TQM)

A winery introduced a brand wine that it priced twice as high as its other wines. This is an example of product extension by a(n) ________.

upward line stretch

When large companies undertake new-product development, they typically enlist specialists in different areas to create a ________ within the organization.

venture team

The term skunk works is associated with which of the following?

venture teams