Chapter 11

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

extension

Brand repositioning is also known as ______.

rebranding

The set of assets and liabilities linked to a brand that add to or subtract from the value provided by a product or service is _____ equity.

brand

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

line extension

A product mix typically consists of product ______, or groups of associated items.

lines

Product lines are a part of a product ______.

mix

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

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

The product ______ is the complete set of all products and services offered by a firm.

mix

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

repeated

Good marketing increases perceived __________ by raising customers' quality expectations relative to price.

value

If a brand has a high degree of brand _____, it means that most consumers are familiar with the brand and what it stands for mix

awareness

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

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

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

If a company's products are too closely related, sales of one brand may ______, or take away sales, from the other brand.

cannibalize

The practice of marketing two or more brands together on the same package or promotion is known as ___________.

co-branding

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

depth

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

differentiate

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

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.

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

equity

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

equity

Kellogg's sells a variety of products under its Kellogg's name brand then identifies groups of products with a secondary name such as Raisin Bran or Froot Loops, each in several sizes and versions. Froot Loops is known as a(n) ______ brand.

family

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

fewer

For most products, the label is used for ______.

promotion and branding

Brand awareness is MOST likely to influence purchasing decisions for which type of product? A) Goods purchased frequently habitually B) Goods that the consumer spends a lot of time researching C) Goods never purchased before by the consumer D) Goods purchased infrequently

A) Goods purchased frequently habitually

Which traits are true of ALL products? (Choose every correct answer.) A) Offered through a marketing exchange B) Delivered directly to the consumer C) Something that a customer values D) Bought through an online distributor

A) Offered through a marketing exchange C) Something that a customer value

Specialty Good

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

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

association

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

breadth

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

breadth -Breadth refers to the number of product lines contained in the product mix.

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

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

Apple sells the majority of products under its Apple name brand. 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

A ________is something that a customer values and that can be bought or sold voluntarily.

product, good or service

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

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.

What are the two basic types of brand ownership strategies?

Manufacturer brands Retailer/store brands

___________packaging is better for the environment than traditional packaging.

Sustaniable

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

True

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

Consumer products

Which of the following is an example of a brand extension? A) Acme chips and Acme dips B) Acme cars and generic pencils C) Acme sleds and Timberland boots D) Acme barbecue potato chips and Acme salt and vinegar potato chips

A) Acme chips and Acme dips

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? (Choose every correct answer.) A) Frito-Lay could spend less on developing consumer brand awareness. B) Frito-Lay did not have to do any promotion of the new product. C) The Tostitos brand already had brand associations that helped to sell salsa. D) Frito-Lay could introduce the product to the market more quickly.

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

What does a brand need in order to be somewhat protected from competition from other firms and price competition? (Choose every correct answer.) A) A celebrity endorsement B) A loyal customer base C) A hard plastic package D) An established track record in the market

B) A loyal customer base D) An established track record in the market

Examples of communication media that firms use to create brand awareness include which of the following? (Choose every correct answer.) A) Low prices B) Advertising C) Publicity D) Licensed brands

B) Advertising C) Publicity

Which of the following is NOT one of the categories of consumer products that buyers use for their personal use? A) Convenience products B) Associated products C) Shopping products D) Specialty products

B) Associated products -This is an element of the augmented product.

Which of the following is a method firms use to create positive brand associations? A) Low prices B) Catchy jingles C) Efficient distribution networks D) Franchise agreements

B) Catchy jingles

A strong brand protects firms from which of the following? (Choose every correct answer.) A) Changes in industry trends B) New products offering similar features or benefits C) An existing competitor lowering prices D) An overall drop in consumer demand

B) New products offering similar features or benefits C) An existing competitor lowering prices

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.

Which of the following describes the core customer value of a product? A) Product warranties and financing B) The basic benefits consumers are seeking C) The price range D) Attributes such as design/features, quality level, and packaging

B) The basic benefits consumers are seeking

Which of the following refers to the basic problem-solving benefits that consumers seek in a product? A) Augmented product B) The core customer value C) The actual product D) Associated services

B) The core customer value

Ideas for sustainable packaging include which of the following? (Choose every correct answer.) A) Adding more layers of plastic B) Using 3D printing C) Using returnable packaging D) Adding recycled materials to packaging

B) Using 3D printing C) Using returnable packaging D) Adding recycled materials to packaging

Which of the following help to increase a brand's equity? (Choose every correct answer.) A) Competition level B) Lower prices from competitors C) Brand awareness D) Customer loyalty E) Perceived value

C) Brand awareness D) Customer loyalty E) Perceived value

Which of the following is an example of product line extension? A) Ritz, in addition to its crackers, begins to sell cheeses. B) Kellogg's, in addition to its existing cereals, begins to sell branded bowls and spoons. C) Coke, in addition to its existing Diet Coke flavors, introduces chocolate-flavored Diet Coke. D) Honda, in addition to its vehicles, begins to sell gasoline.

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

Branding enables a firm to do which of the following? (Choose every correct answer.) A) Reintroduce old products at a higher cost B) Eliminate advertising spending C) Differentiate its product offerings D) Make consumers aware of available products

C) Differentiate its product offerings D) Make consumers aware of available products

Shopping Good

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

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

Customers

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

perceived value

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

The complete set of all products and product lines offered by a firm is called its product assortment, or product _______.

mix

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

national