ch 9 quiz

Brands have three primary roles

1. brand conveys information about the product. 2. Brands also educate the customer about the product. 3. brands help reassure the customer in the purchase decision.

The marketing manager of a baby food company is redesigning the package for an existing product. The manager is trying to select a color that is visually appealing and is distinctive so that the brand is easy to identify. In the context of effective packaging, the marketing manager is focusing on

Aesthetics

Tiffany & Company's blue-colored box is widely recognized by consumers. Which role of packaging does this exemplify?

Aesthetics

Sandee loves her Kuru shoes because they look great and make her arthritic feet feel better. Not only would she not buy any other brand of orthotic shoe, but she raves about them on social media. This illustrates the emotional connection that comes from brand

Association

Gerard 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 Gerard demonstrate?

Brand loyalty

When customers see the logo of Country Cafe, they think of homestyle food served in a clean, family-friendly environment. Which customer brand role does this exemplify?

Conveying Information about a product

Josie's company was looking for a way to generate additional income from an already successful product. She would correctly recommend ________ because it poses very little risk to the company but can be lucrative and build more brand associations among new users

Licensing

Roma Products have developed a strong brand name in the prepared sauce marketplace based on its texture and taste. Through its strong brand, Roma Products was able to introduce a successful line of frozen entrees under the same brand name. Which dimension of brand equity does this example illustrate?

Perceived quality

In an attempt to reduce product thefts in retail stores, companies include antitheft methodology, such as bar coding or magnetic stripes, in the package design that discourages shoplifting. Which package objective does this exemplify?

Protection

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

KFC is very protective of its "Seven Herbs and Spices" recipe, which, in the view of the company, gives it a significant competitive advantage over other restaurants, and will use any legal resource available to protect its patented formula. Which dimension of brand equity does this example illustrate?

brand assets

Hazel only purchases Dove Beauty Bars because it reminds her of her mother, who also used Dove. Which benefit of brand equity for customers does this exemplify?

brand associations

The most basic form of brand equity is

brand awareness

Apple used its brand to expand into new areas including a television streaming service and home security devices. Apple engaged in a ________ extension.

category

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

co-branding

The marketing manager of a food packaging company is working on the package for a new line of frozen gluten-free entrees. The manager wants the package to show a smiling dad eating the product with his young daughter in order to make customers believe it appeals to families and is delicious. In this case, on which objective of packaging is the marketing manager focusing?

connect to the customer

The marketing manager of a children's play equipment company is designing a new label for the packaging of the company's line of indoor playhouses. The two key aspects of the label under consideration are the assembly instructions and the appropriate age for usage. These are examples of the ________ requirements of labeling.

consumer

Mercedes-Benz offers a lifetime roadside assistance warranty on all of its vehicles, which shows that Mercedes is committed to customer service. This is an example of the ability of a warranty to

convey a message to customers.

________ warranties are generally open to customers returning the product for a broad range of reasons beyond specific product performance problems.

general

The owner of a landscaping service is looking to buy a new lawn tractor, a major purchase and significant financial investment. The owner decides to purchase a Dixie Chopper because of its reputation for dependability and excellent customer service, which made him feel more secure and less anxious about choosing this product. Which customer brand role does this scenario exemplify?

helping reassure the customer in the purchase decision

Hazardous materials such as cleaning products, pesticides, and many other items require 14 different pieces of information be included on the label. This is an example of the ________ requirements of labeling.

legal

The Food and Drug Administration requires all processed-food companies to provide detailed nutritional information clearly identifying calories, fats, carbohydrates, and other information. This is an example of the ________ requirements of labeling.

legal

International Delight coffee creamers frequently adds new flavors to its product offerings. This would be an example of a ________ extension.

line

On a box of Procter & Gamble's Bounce fabric softener sheets, the brand name "Bounce" takes up the dominant space on the label and the rest of the space is a bright color (orange) with clean fresh images of a sun rising and a green field. This is an example of the ________ requirements of labeling.

marketing

Vicks sells its cold and flu products in every state under the same brand. This is an example of ________ branding.

national

Because LG has so many different product offerings in various types of electronics, management has found that it is helpful to use brands to keep track of products in each type. Thus, it has different brand names for its televisions, kitchen and laundry appliances, and computers. Which company brand role does this example illustrate?

offering an effective and efficient methodology for categorizing products

Because of its reputation for excellent flavor and quality ingredients, Recharge Energy Bars is able to charge a price premium for its products. Which dimension of brand equity does this example illustrate?

perceived quality

Even though a national brand pain reliever and a store brand pain reliever both contain the same amount of ibuprofen per capsule and are both gel-coated, you purchase the national brand because you believe it will work better based on the brand name alone. Which dimension of brand equity does this example illustrate?

perceived quality

Since Dyson products have earned a reputation as being reliable and durable, Brandon decided to buy a new Dyson vacuum despite the fact that it was more expensive than other brands. Which dimension of brand equity does this example illustrate?

perceived quality

Warranties that offer explicit product performance promises related to components of the product are known as ________ warranties.

specific

Unilever, a worldwide leader in consumer products, follows a brand strategy in its personal care division with 30 brands (AXE, Lifebuoy, Closeup, Ponds, etc.) that operate independently of one another. This is an example of ________ branding.

stand alone

Super-Mart decides to create its own brand of personal care products. It enters into an agreement with a large manufacturer of this type of product to supply Super-Mart with the products that will carry Super-Mart's name. This is an example of ________ branding.

store

Which of these is the least likely to be a purpose of a package?

to entertain