Principle of Marketing Ch.11

21. What makes the search for shopping goods different from the search for specialty goods?

Consumers are willing to consider alternative brands and features with shopping goods.

43. What must occur for the perceived value of a cheaper product to be high?

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

9. Insurance companies expend a lot of effort marketing their offerings, mainly due to the fact that insurance is _____ that consumers don't normally think about much.

Unsought product

61. People prefer that the _______ ___________ on their products is convenient in terms of storage, use, and consumption.

primary packaging

15. A product mix typically consists of

product line, or groups of associated items.

59. 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 ______.

Brand licensing

63. 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 ______.

Brand licensing

60. 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:

Brand repositioning

17. Consumer packaged goods companies sell products across many different product lines. These companies have significant ______ in their product mixes.

Breadth

18. A firm's product mix _____ represents the number of product lines offered by the firm.

Breadth

32.Firms are willing to spend lots of money, such as on very expensive Super Bowl ads, to market a brand in order to ______.

Build Brand Awareness

6. When Megan purchased several bottles of Pepsi beverages and snacks to bring to her family's holiday celebration, it represented the purchase of the?

Consumer product

19. What are products that household buyers use for their own use called?

Consumer products

28. The value of a brand can be calculated and compared to other brands in the form of ______.

Brand equity

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?

-The Tostitos brand already had brand associations that helped to sell salsa. -Frito-Lay could introduce the product to the market more quickly. -Frito-Lay could spend less on developing consumer brand awareness.

26. What does a brand need in order to be somewhat protected from competition from other firms and price competition?

A loyal customer base and an established track record in the market

1. Is anything that is of value to a customer and can be offered through a voluntary marketing exchange.

A product

54.Which of the following is an example of a brand extension?

Acme chips and Acme dip

4.When marketers carefully develop a set of product attributes such as the brand name, features/design, and quality level of an offering, they are developing the?

Actual product

A strong brand protects firms from which of the following?

An existing competitor lowering prices and

10. Which of the following is NOT one of the categories of consumer products that buyers use for their personal use?

Associated services

5. When marketers develop nonphysical aspects of an offering by adding warranties, financing and after-sales service, they are focusing on the?

Augmented product

30. 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..

Awareness

58. Strong brand acceptance for Reese's peanut butter candies among consumers would probably ______ Reese's Peanut Butter when competing with Jif and Skippy.

Be transferred to

37. 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 associations

45. The mental link customers make between a brand and its key product attributes is known as ______.

Brand associations

23. 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?

Cannibalization

39. Which of the following is a method firms use to create positive brand associations?

Catchy jingles

55.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 ______.

Co-branding

56. Which of the following is an example of product line extension?

Coke, in addition to its existing Diet Coke flavors, introduces chocolate-flavored Diet Coke.

8. Brian never spends a lot of time or thought picking up lunch when he is at work. For him, lunch items would be considered to be _____ products.

Convenience

16. Which of the following refers to the basic problem-solving benefits that consumers seek in a product?

Core customer value

3. When the bicycle manufacturer, Trek, determined that some consumers use bikes for green transportation whereas others use them for a hobby, they were most likely assessing the _____ of its bicycles to consumers.

Core customer value

35. Typically, who determines the product's or service's value in relationship to that of its close competitors?

Customers

20. The number of products within a product line is a firm's product line ______.

Depth

24. Branding provides a way for a firm to ______ its product offerings from those of its competitors.

Differentiate

31. Brands are assets that a firm can build and harness over time to increase its ______.

Equity

48. The use of an existing brand name in a different product line is called brand ______.

Extension

46. 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.

Family

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.

Family brand

57. Because a brand name is already well established, a firm can spend ______ to develop consumer brand awareness when introducing a brand extension.

Fewer resources

36. Brand awareness is most likely to influence purchasing decisions for which type of product?

Goods purchased frequently habitually

25. A firm's product line depth is the number of ______ within a product line, as opposed to the number of product lines a firm has.

Items

64.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 ______.

Label

50. The use of the same brand name within the same product line is called a(n) ______.

Line extension

49. A person who buys the same brand's product or service repeatedly over other options demonstrates what is known as brand ______.

Loyalty

27. Branding enables a firm to do which of the following?

Make consumers aware of available products and Differentiate its product offerings

44. Manufacturer brands such as Nike and Coca-Cola are also known as ______ brands.

National

A strong brand protects firms from which of the following:

New products offering similar features or benefits

41. From the customer's perspective, the relationship between a products or service's benefits and costs is called ______.

Perceived value

29. Which of the following help to increase a brand's equity?

Perceived value, Brand awareness, Customer loyalty

47. Geico Insurance uses characters like the gecko and humorous associations with ______ emotions to reinforce the brand.

Positive

66. The packaging that the consumer uses is known as ______.

Primary packaging

14. The ________ is the complete breadth and depth of all products offered by a firm.

Product mix

68. For most products, the label is used for ______.

Promotion and branding

33. Examples of communication media that firms use to create brand awareness include which of the following?

Publicity and Advertising

65. Brand repositioning is also known as:

Rebranding

38. A brand, such as T-Mobile, can build awareness through ______ exposure to the brand's logo, symbols, and slogans.

Repeated

62. Ideas for sustainable packaging include which of the following?

Returnable packaging, 3D printing, and flexible packaging

13. Compares alternatives and consumer spends moderate amounts of time and effort deciding among products, features, and brands.

Shopping Goods

11. The categories of consumer products that buyers use for their personal Includes:

Shopping, Convenience, and Specialty.

7. Francesca spent a lot of time shopping for her wedding dress, spending considerable time and effort visiting some of the finest bridal shops in the area. For Francesca, her wedding dress is a(n) _____ product.

Specialty

12. Consumer spends lots of time and effort involved in searching, may compare alternatives and options, and consumer has a good idea of the brand he or she will buy in advance.

Specialty Goods

67. _____ packaging is better for the environment than traditional packaging.

Sustainable

2. Which of the following describes the core customer value of a product?

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?

The brand acceptance will carry over

Manufacturer brands such as Kraft and Nike are owned and managed by whom?

The manufacturer

42. Brands are sold either under a common/family name or as an individual brand

True

40. Brand-loyal consumers provide an important source of ______ for firms.

Value

34. In a failed attempt at extending its brand to a new product line, Bic introduced a line of disposable underwear. To the extent that this brand extension adversely affected consumers' perceptions about its current product lines, this could lead to?

brand dilution

22. The complete set of all products and product lines offered by a firm is called

its product assortment, or product mix

51. What are the two basic types of brand ownership strategies?

manufacturer brands and store brands