BUS 346 Ch. 11

When a salesperson calls you to sell a cemetery plot, this is most likely what type of product? a. Shopping product b. Secondary product c. Convenience product d. Unsought product e. Line extension

d. Unsought product

Brand _________ is the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service. a. Licensing b. Solvency c. Association d. Positioning e. Equity

e. Equity

Private-label brands are developed and managed by a. Manufacturer's reps b. Manufacturers c. Supply chain specialists d. Wholesalers e. Retailers

e. Retailers

The value of a brand is often calculated by assessing the __________. a. difference between brand equity and brand liability b. corporate profitability divided by the monthly brand earnings c. effect of brand dilution if it occurred d. average product line depth e. earning potential of the brand over the next 12 months

e. earning potential of the brand over the next 12 months

Frequent buyer/user award programs are used to __________. a. lower licensing fees b. decrease co-branding costs c. expand product line depth d. increase price sensitivity e. maintain contact with loyal customers

e. maintain contact with loyal customers

For marketers, one of the benefits of having achieved brand loyalty is a. greater concern about competitors' actions b. lower marketing costs associated with reaching loyal customers c. few worries about copyright infringement d. recognition through industry awards e. increased price sensitivity among loyal customers

b. lower marketing costs associated with reaching loyal customers

The complete set of all products offered by a firm' is called its______. a. Product line depth b. Product line c. Product breadth d. Product mix e. Product categories

d. Product mix

Ella had been using an imported brand of shampoo for several years, but she could no longer find it anywhere. As she was considering what kind of shampoo to try, she was surprised to see ads for Procter & Gamble's Head & Shoulders being promoted as a glamorous health-oriented product. She had always thought of Head & Shoulders as an anti-dandruff shampoo. The new ads suggest that Head & Shoulders has been a. Licensed to a premium shampoo manufacturer b. Reformulated c. Extended as a brand d. Rebranded e. Co-branded

d. Rebranded

Which of the following is the best example of a family brand? a. Cadillac, GMC, and Chevrolet b. KFC/Taco Bell Fast Foods c. Kellogg's Special K and Famous Amos Chocolate Chip Cookies d. Tostitos Multigrain Scoops and Tostitos Chunky Salsa e. Lifesavers Soda, Coca Cola, and Diet Coke

d. Tostitos Multigrain Scoops and Tostitos Chunky Salsa

When consumers associate a brand with a certain level of quality and familiar attributes, allowing consumers to make quick decisions, the brand a. Facilitates purchasing b. Establishing novelty c. Creates brand dilution d. Reduces delivery costs e. Is the only one the consumer will consider

a. Facilitates purchasing

For a major university, undergraduate studies, graduate studies, and professional programs would be _______ within the university's product mix. a. Product lines b. Family brands c. Co-brands d. Brand associations e. Private label brands

a. Product lines

It is almost impossible to watch a sporting event on television without seeing Nike's swoosh check mark, which is Nike's ______. a. Symbol b. Theme c. Term d. Design e. Name

a. Symbol

In a competitive market, perceived value is determined by consumers mostly __________. a. in relationship to the value of competitors' offerings b. by trying out different products c. by weighing primary versus secondary benefits d. through brand association and brand licensing e. by quantitative analysis of brand personalities

a. in relationship to the value of competitors' offerings

The decision to delete a product is never taken lightly because, generally, manufacturers have a. made substantial investments in product development and manufacturing b. federal standards that must be met when taking products off the market c. promised consumers they will maintain the product d. offered the product line to other firms for purchase e. used brand repositioning to improve results

a. made substantial investments in product development and manufacturing

Why did PepsiCo reduce the weight of its water bottles by 20 percent? a. To save money on materials b. Because PepsiCo was concerned about waste from its bottles c. To save money on shipping d. To sell more bottles of water e. To satisfy environmental groups

b. Because PepsiCo was concerned about waste from its bottles

When Procter & Gamble added teeth whitening products under the Crest brand, the firm was engaged in a. Perceived value branding b. Brand extension c. Brand association d. Corporate branding e. Brand licensing

b. Brand extension

In the case of Band-Aid adhesive bandages, the brand name has _______. a. Grown through private label branding b. Distinctive brand substitutability c. Become synonymous with the product itself d. Successfully employed private label branding e. Avoided brand extensions

b. Distinctive brand substitutability

The potential benefits of brand extension do NOT include _______. a. Lowering marketing costs b. Eliminating competition c. Allowing the perception of a brand with a quality image to be carried over to the new product d. Boosting sales of the core brand e. Spending less on creating brand awareness and associations

b. Eliminating competition

Brand is the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service. a. Solvency b. Equity c. Association d. Licensing e. Positioning

b. Equity

Suppose that Walgreens (a major drug store chain) wants to introduce its own brand of cough medicine that is similar in contents and packaging to a national brand, but at a lower cost. What kind of brand would Walgreens be introducing? a. Manufacturer brand b. Private-label brand c. National brand d. Counterfeit brand e. Premium brand

b. Private-label brand

Zappos is a successful online shoe company. One of the difficulties in running a shoe company is the need to have significant __________, a large number of items in each product line. a. Brand equity b. Product mix breadth c. Product line breadth d. Product line depth e. Product mix depth

b. Product mix breadth

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 a. higher degrees of brand loyalty b. greater perceived value c. more brand awareness d. more product line depth e. a better brand image

b. greater perceived value

Jake 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 to have greater brand awareness. a. Premium brand b. Co-brand c. Brand extension d. Joint brand e. Natural brand

c. Brand extension

Relatively few consumers like to go to the dentist. Dental insurance plans that pay for regular checkups increase the ________ of dental care by reducing the cost to the consumer. a. Generic positioning b. Brand extension c. Brand loyalty d. Brand awareness e. Perceived value

c. Brand loyalty

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. a. Speciality b. Impulse c. Convenience d. Ritual e. Shopping

c. Convenience

When consumers associate a brand with a certain level of quality and familiar attributes, allowing consumers to make quick decisions, the brand ____. a. Creates brand dilution b. Establishing novelty c. Facilitates purchasing d. Is the only one the consumer will consider e. Reduces delivery costs

c. Facilitates purchasing

The potential benefits of brand extension do NOT include a. spending less on creating brand awareness and associations product c. eliminating competition d. lowering marketing costs e. boosting sales of the core brand

c. eliminating competition

Parents of young children have been known to drive out of their way so their kids will not see McDonald's Golden Arches and plead with their parents to stop. For McDonalds, the Golden Arches reduce marketing costs because people (including young children) a. prefer yellow to other colors. b. have memorized the McDonald's menu. c. know what the Golden Arches brand symbol means. d. recognize increases in product line depth. e. are sensitive to brand repositioning

c. know what the Golden Arches brand symbol means.

What aspect of the product is being described when a used-car salesperson explains that each car comes with a one-year extended warranty and a two-year maintenance plan? a. Actual product b. Product style c. Product concept d. Associated services e. Product position

d. Associated services

What aspect of the product is being described when a used-car salesperson explains that each car comes with a one-year extended warranty and a two-year maintenance plan? a. Product position b. Product concept c. Product style d. Associated services e. Actual product

d. Associated services

If many consumers in the marketplace are familiar with a brand and what it stands for and have an opinion about the brand, the brand has considerable _________. a. Equity b. Integration c. Extension d. Awareness e. Co-branding

d. Awareness

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. a. Ritual b. Impulse c. Specialty d. Convenience e. Shopping

d. Convenience

Where on a product's packaging would one most likely find nutrient content and country of origin? a. On the store shelf display b. Inside the primary package c. Inside the secondary package d. On the label e. On the company website

d. On the label