Chapter 11 Quiz

Brand equity

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

1

True or False: A company's product mix consists of its various product lines. 1) True 2) False

1

True or False: A firm would decrease its product mix breadth if it eliminated a product line. 1) True 2) False

2

True or False: A product mix breadth is a group of associated items that consumers tend to use together or think of as part of a group of similar products. 1) True 2) False

1

True or False: Brand dilution occurs when the brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold. 1) True 2) False

1

True or False: Jake is a loyal Busch customer. Loyal customers like Jake require lower marketing expenditures, benefiting the Anheuser-Busch company. 1) True 2) False

2

True or False: Nike sells shoes, clothing, and athletic gear. These represent the depth of Nike's products. 1) True 2) False

2

True or False: Private-label brands are developed and managed by manufacturers. 1) True 2) False

1

True or False: The more familiar customers are with a brand, the easier their decision-making process will be. 1) True 2) False

1

A marketing strategy for a product considered to be a "convenience good" would be: 1) to have the product available at many outlets 2) fewer retail outlets than other types of products 3) prices higher than other types of products 4) products with little competition (limited substitutions) 5) a limited budget for promotion

1

Brands can be owned by 1) any firm in the supply chain. 2) wholesalers and retailers only. 3) manufacturers only. 4) retailers only. 5) private-label generic retailers only.

3

Brand extension is a popular marketing strategy because it 1) separates out the cost of brand extension from brand intention. 2) guarantees success for a new product. 3) allows the firm to spend less on creating brand awareness and associations. 4) avoids the problem of brand dilution. 5) allows the firm to discontinue complementary products.

2

During a recent shopping trip, Laura noticed that the retailer offered a variety of products, including food, clothing, cosmetics, appliances, tires and more. Further, Laura noticed the retailer also offered a variety of different products within each product grouping. Each product grouping at the retailer is an example of a(n) __________; all of the product groups together constitute the retailer's __________. 1) product tangibility; product unit 2) product line; product mix 3) product mix; product line 4) product mix; product unit 5) product unit; product tangibility

1

Paul wanted a new computer. He searched online until he found one for sale. Paul is considering a computer as a ______________ consumer product. 1) shopping 2) unsought 3) business 4) convenience 5) specialty

5

The Taco Bell advertising effort of "Live Mas," which is Spanish for "Live More," is meant to suggest a lifestyle aspiration. If consumers make a connection between the Taco Bell brand and this promotional effort, then Taco Bell has created 1) brand ownership. 2) brand dilution. 3) brand loyalty. 4) a brand extension. 5) a brand association.

5

The distribution for a specialty product would generally include: 1) distribution as private brands 2) distribution to a large geographic area 3) distribution through mail 4) distributed to a several outlets in a single geographic area 5) distributed to only a few stores in the geographic area

4

Two of the many products owned by Proctor and Gamble include Old Spice health and wellness products and Iams pet nutrition products. This would be an example of which branding: 1) family brands. 2) corporate brands. 3) traditional brands. 4) individual brands. 5) umbrella brands.

2

When manufacturers try to understand what customers are looking for, they are thinking about the _______ component of the product offer. 1) augmented products 2) core customer value 3) associated services 4) quality level 5) product support

3

Which of the following brand strategies is being used when the Dairy Bar decides to add a new flavor of ice-cream to its menu? 1) a copycat brand 2) a multi-brand 3) a line extension 4) a premium brand 5) a brand extension

4

Which of the following is the best example of a family brand? 1) Lifesavers Soda, Coca-Cola, and Diet Coke 2) KFC/Taco Bell fast foods 3) Kellogg's Special K and Famous Amos Chocolate Chip Cookies 4) Tostitos Multigrain Scoops and Tostitos Chunky Salsa 5) Cadillac, GMC, and Chevrolet