chapter 9 MAR

Feather Tissues Inc. decided to change the color of its tissue box from red to blue because blue was thought to be visually pleasing to consumers at the time of purchase. The change in color represents the ________ aspect of packaging.

aesthetic

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."

brand

Z brand is the market leader in small appliances. Its brand is also the strongest in the category and customers identify with the brand. Because of the strength of its brand, other competitors are finding it difficult to successfully enter the marketplace. Which of the following benefits of brand equity for brand sponsors does this exemplify?

brand connections

Gerry 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 Gerry demonstrate?

brand loyalty

Intel makes a product most people never see; however, it spends a great deal of money building its brand and now people ask for "Intel Inside." This is an example of linking the benefit of ________ to marketing strategy.

brand loyalty

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 ________.

cobranding

T or F: A company's brand offers a methodology for distributing products.

false

T or F: Brand-loyal customers are less forgiving of problems related to the brand, which hinders the company's ability to respond to a negative experience.

false

T or F: The packaging for a Nerf product shows kids playing with it. This best demonstrates the protect function of packaging.

false

The marketing manager for DRNK Spirits decided that all of the products his 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.

family

RB Soaps, the market leader in body wash, sells its products in every state under the same brand. This is an example of ________ branding.

national

________ brands enable manufacturers to leverage marketing resources by creating efficiencies in marketing communications and distribution.

national

A company's brand role includes ________.

offering an effective and efficient methodology for categorizing products

Hiroaki 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 ________.

perceived quality

Paedro's Pasta has developed a strong brand name in the dry pasta marketplace based on its texture and taste. Through its strong brand, Paedro's Pasta was able to introduce a successful line of sauces under the same brand name. Which of the following dimensions of brand equity does this example illustrate?

perceived quality

T or F: The characters from the popular cartoon show "SpongeBob Square Pants" can be found on a variety of merchandises such as clothing, toys and video games. Yet, the original creator of the show does not produce any of the items. This is an example of licensing the brand name to other manufacturers.

true

T or F: The federal organization that requires nutritional labeling on packages of processed food is the Food and Drug Administration.

true

T or F: The three benefits of high brand equity are perceived quality, brand connections, and brand loyalty.

true

True or False: The three customer brand roles include conveying information about a product, educating the customer about the product, and reassuring the customer in the purchase decision.

true

Barb's Butters recently changed the shape of its packages from a pouch to a tub because product testing revealed that the tubs created less mess for consumers. Which of the following package objectives does the change in shape exemplify?

usage promotion