Chapter 10

If dealers carries poor quality brands, customers may simply switch brands and remain loyal to the dealer refers to?

Advantages of Manufacturers' Brands

Rapid delivery and carrying less inventory refers to?

Advantages of Manufacturers' Brands

Being sold exclusively at the chain refers to?

Advantages of Manufacturers' brands

Less pressure to mark down prices refers to?

Advantages of Private Brands

Tieing customers to wholesalers or retailers refers to

Advantages of Private Brands

Earning higher profits refers to ?

Advantages of Private brands

Wholesalers and retailers have no control over the intensity of distribution of manufacturers' brands refers to?

Advantages of private Brands

Manufacturer can become a direct competitor or drop a brand/re-seller refers to?

Advantages of private brands

Product lines that provide economies of scale advertising refers to ?

Advertising economies

Advertising Economies, Package Uniformity, Standardized Components, Efficient Sales and Distribution, and Equivalent Quality refers to?

Benefits of Product Lines

A name , term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from competitors' products refers to a ?

Brand

The value of company and brand names refers to?

Brand Equity

The elements of a brand that cannot be spoken refers to?

Brand Mark

Using different brand names for different products refers to?

Individual Brand

Different brands for different product are ?

Individual brand

With either a manufacturers' brand or a private brand , a decision is made among what ?

Individual, Family, and Combination brand

Persuasive or Informational? -Helps make proper selections

Informational

Identifying the brands of a part that makes up the product refers to ?

Ingredient branding

What are three types of co branding?

Ingredient, Cooperative, and Complementary Branding

A brand name owned by a wholesaler or a retailer. Also known as a private label or store brand refers to a?

Private Brand

Everything , both favorable and unfavorable , that a person receives in exchange .

Product

What are the (benefits) three main purposes of branding?

Product Identification , Repeat sales, and new product sales

A specific version of a product that can be designated as a distinct offering among an organization's products is called?

Product Item

A group of closely related product items is called?

Product Line

Adding additional products to an existing product line in order to compete more broadly in the industry is called the?

Product Line Extension

All products that an organization sells is called ?

Product Mix

What are three types of adjustments to product items, lines, and mixes?

Product Modification, Product Re positioning , and Product Line Extension or Contraction?

What is the number of product items in a product line?

Product line depth

When it comes to product line, mixes, and item what two share some marketing strategy components in some cases?

Product lines and mixes

What refers to the number of product lines an organization offers ?

Product mix width or breadth

Change in a products dependability or durability refers to?

Quality Modification

What is a product that requires comparison shopping, because it is usually more expensive and found in fewer stores?

Shopping Product

What is a particular item for which consumers search extensively and are reluctant to accept substitutes?

Specialty Product

When it comes to the four types of consumer products , which two are considered business products?

Specialty and Unsought Products

Reductions in manufacturing and inventory cost refers to?

Standardized Components

What is the heart of an organization's marketing program and is usually the starting point in creating a marketing mix?

a product

Heavy consumer ads by manufacturers refers to?

Advantages of Manufacturers' Brands

Attracting new customers refers to ?

Advantages of Manufacturers' Brands

Enhancing dealer's prestige refers to ?

Advantages of Manufacturers' Brands

Being Manufactured by a third party refers to ?

Advantages of Captive Brands

Can ask price similar to manufacturer's brands refers to?

Advantages of Captive Brands

Having no evidence of store's affiliation refers to?

Advantages of Captive Brands

That part of a brand that can be spoken , including letters, words, and numbers refers to?

Brand name

What are two types of products?

Business (industrial) and Consumer product

A product used to manufacture other goods and services, to facilitate an organizations, or to resell to other customers is called a

Business Product

The classification as a business or consumer product depends on the the ______.

Buyers intentions

What are some products and services that fall under convenience products?

Candy, soft drinks, deodorant, aspirin, hardware, and dry cleaning.

A brand manufactured by a third party for exclusive retailer , without evidence of a that retailers affiliation refers to?

Captive

What three changes often causes firms to re-position established brands?

Changing demographics , declining sales, and changes in the social enviornment

Placing two or more brand names on a product or its package refers to ?

Co -branding

Individual and Family branding refers to a?

Combination

When products are advertised or marketed together to suggest usage refers to?

Complementary Branding

A product bought to satisfy an individual's personal wants is called a

Consumer Product

What is a relatively inexpensive item that merits little shopping effort?

Convenience Product

When it comes to the four types of consumer products, which two are considered consumer products?

Convenience and shopping products

What are the four types of consumer products?

Convenience, shopping , specialty, and unsought product

When two brands receive equal treatment refers to ?

Cooperative branding

A product line enables a full range of choices to customers and results, better distribution and retail coverage refers to ?

Efficient sales and distribution

All products in a line are perceived as having similar quality refers to?

Equivalent quality

True or False? A company always sells a single product.

False, A companies rarely sell a single product . Instead , it sells a variety of product items that may be categorized into product lines and product mixes.

True or False? Product modification does not change one or more of a products characteristics?

False, it does change

Marketing several different products under the same brand name refers to ?

Family Brand

Common names fore different products are ?

Family brands

What are some product and services that fall under specialty products?

Fine watches, expensive automobiles, and gourmet restaurants.

Change in a product's versatility , effectiveness, convenience, or safety refers to?

Functional Modification

What are the two types of Quality Modifications?

Functional and Style Modification

A brand where at least a third of the earnings come from outside its home country refers to?

Global Brand

What is recognizable outside its home base of customers, and has publicly available marketing and financial date?

Global Brand

What are some products and services that fall under shopping products? Give Homogeneous and Heterogeneous examples?

Homogeneous shopping products include washers, dryers, and televisions. Heterogeneous shopping products include furniture, clothing, housing, and universities.

The brand name of a manufacturer is known as ?

Manufacturers' brand

What are four types of branding ?

Name, Mark, Equity ,and Global Brand

What are some products and services that fall under unsought products ?

New products, insurance, burial plots, and encyclopedias.

Items becoming obsolete because of new product entries shows symptoms of ?

Overextension

Resources being disproportionately allocated to slow-moving product is a symptom of?

Overextension

Some products having low sales of cannibalize sales of other items is a symptom of?

Overextension

Packages in the product line may have a common look but maintain their individual identities refers to ?

Package Uniformity

Contain and Protect, Promote , Facilitate Storage, Use, and Convenience, and Facilitate Recycling are all functions of ?

Packaging

What two forms does package labeling take ?

Persuasive or Informational

A style modification change to make old products "obsolete" to the consumer refers to ?

Planned Obsolescence

The practice of modifying products so those that have already been sold become obsolete before they actually need replacement refers to?

Planned Obsolescence

What are the strategies that can not be determined until the firm has a product to sell.

Price, Promotion, and Place (Distribution)

An aesthetic product change (like color) rather than a quality or functional change refers to ?

Style Modification

The exclusive right to use a brand or part of a brand refers to?

Trademarks

True or False ? Marketing managers must decide if and when to modify existing products.

True

True or False? If a brand is used , the choice is made between a manufacturers' brand, a private brand or both.

True

True or False? Many parts of a brand and associated symbols qualify for trademark protection.

True

True or False? Overtime , firms changed product items, lines, and mixes to take advantage of new technical or product development or respond to changes in the environment.

True

True or False? The Digital Millennium Copy Right Act (DMCA) explicitly applies trademark law to the digital world.

True

True or False? Trademark rights comes from the use rather than registration.

True

True/False? brand branding is a useful strategy when a combination of brand names enhances the prestige or perceived value of a product or when it benefits brand owners and users.

True

True or False? Companies use individual brands when their products vary greatly in use or performance.

True, For instance , it would not make sense to use the same brand name for a pair of socks and a baseball bat.

What is a product unknown to the potential buyer or a known product that the buyer does not actively seek?

Unsought Product

Well - conceived price, distribution, and promotion strategies have _______ value without a strong product offering .

little

What is the most important purpose of branding?

product identification

What changes consumers perceptions of a brand ?

re-positioning

What is a way of adjusting product items, lines, and mixes?

re-positioning

What are three key terms when it comes to the definition of product?

tangible good, service, and idea

What approach classifies products by how much effort is used to shop for them?

the four type of consumer products

Does a service mark perform the same function for services?

yes

When it comes to all of Campbell's products they constitute its product mix. Would that might require them to have a separate marking strategy?

yes