marketing chapter 11

A ____ is a name, symbol, design, or term that identifies a seller's good or service as distinct from those of other sellers

Brand

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

Brand equity

One of the categories of products for which brand extension is especially logical is

Complementary goods

A ____ is one where there is a contractual arrangement between firms allowing one to use its brand name for a fee.

Licensed Brand

The complete Set of all Products offered by a firm is called its

Product Mix

Which of the following is NOT part of the "actual product" level of the product offer?

Product Warranty

A product is ____ that can be offered through a voluntary marketing exchange

anything of value to consumers

Marketers need to think about the product offer on three levels. Which of the following levels includes associated services such as warranties, financing, support, and after-sale service?

augmented product

Which of the following is not one of the four criteria used for determining how "good" a brand is?

brand conceptualization

Marco tried a new fruit-flavored beverage and thought it was awful. He was especially disappointed because he had liked the dried fruit snacks marketed under the same brand name. Now he wasn't sure he even wanted to buy the snacks he had liked before. This highlights a problem in branding known as

brand dilution

____ occurs when the brand extension adversely affects consumer perceptions about the attributes of the core brand

brand dilution

Jack developed a toothpaste using only natural ingredients, and he has been quite successful selling the product in health food stores and some grocery stores. He has recently developed a toothbrush using bamboo and natural components. Jake is considering a _____, giving the toothbrush the same brand name as the toothpaste in order to have greater brand awareness.

brand extension

Marketers selling milk, bread, and other consumer staples, know most customers do not spend much time searching or comparing alternatives. For most consumers, these are _____________ goods.

convenience

When manufacturers try to understand what customers are looking for, they are thinking about the _______ component of the product offer.

core customer value

Brand dilution occurs when

customer perceptions about the core brand are adversely affected.

For many years, General Electric had a corporate strategy of being among the top three firms in any market in which it operated; if it could not achieve a top- three position, it would exit the market. This strategy often resulted in the company ____ when certain product lines failed to meet this expectation

decreasing product mix breadth

The potential benefits of brand extension do NOT include

diluting brand equity

Marketers with luxury brands use brand extension cautiously in order to avoid

diluting the core brand

Nora is deciding whether to purchase brand name sneakers or a store brand. She has purchased other shoes with the same brand name in the past but was only marginally satisfied. In this situation, Nora is likely to purchase the store brand sneakers because they offer

greater perceived value

Consumers might not realize that Old Spice health and wellness products and Iams pet nutrition products are made by the same company—Procter & Gamble. Old Spice and Iams are known as

individual brands

Which of the following best describes when Johnson & Johnson introduces a travel-sized package for its existing baby oil product?

line extension

For marketers, one of the benefits of having achieved brand loyalty is

lower marketing costs associated with reaching loyal customers

Frequent buyer/user award programs are used to

maintain contact with loyal customers

Another name for a manufacturer's brand is a(n) ____ brand.

national

A firm's product mix breadth is its

number of product lines

A ____ is a group of associated items that consumers tend to use together or think of as part of a group of similar products

product line

For a major university, undergraduate studies, graduate studies, and professional programs would be __________ within the university's product mix.

product lines

Brands that are owned by ___________ are called private-label brands.

retailers

Private-label brands like Gap and Victoria's Secret have increased in importance along with the increased power of ___________ in the supply chain.

retailers

Zappos, an online shoe company, knows shoes are typically a(n) ___ good, with consumers often spending time comparing alternatives. They overcome that aspects of consumers' search process by offering a free, no questions asked return policy

shopping

____ is another term fro private-label brands

store brands

Brand extension is a popular marketing strategy necause

the firm can spend less on creating brand awareness and associations

When a salesperson approaches you to sell a cemetery plot, this is considered what type of product?

unsought product