Chapter 11 SM

If a brand has a high degree of brand _______ , it means that most consumers are familiar with the brand and what it stands for even if they do not use the brand.

awareness

Firms reward loyal customers through ______ programs.

customer relationship management

People prefer that the________,________ on their products is convenient in terms of storage, use, and consumption.

primary; packaging

Which of the following refers to the basic problem-solving benefits that consumers seek in a product?

The core customer value

True or false: Brands are sold either under a common/family name or as an individual brand.

True

True or false: Most brands marketed in the United States are manufacturer brands.

True

Ideas for sustainable packaging include which of the following? (Select all that apply.)

Using recycled materials in packaging Returnable packaging Using 3D printing

Marketers can assess the level of brand ______ by measuring the extent to which consumers in a market are familiar with a brand, know what it stands for, and have an opinion about it..

awareness

Strong brand acceptance for Reese's peanut butter candies among consumers would probably ______ Reese's Peanut Butter when competing with Jif and Skippy.

be transferred to

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

brand

The mental link customers make between a brand and its key product attributes is known as ______.

brand association

Suppose that Toyota introduced a small, inexpensive car under its Lexus brand. This action might harm consumers' current luxury-oriented brand associations for the Lexus brand. This is an example of ______, a risk companies face when adding a new product to an existing brand.

brand dilution

The value of a brand can be calculated and compared to other brands in the form of ______.

brand equity

A contractual arrangement between firms where one firm allows another to use its brand name, logo, symbols, and/or characters in exchange for a negotiated fee is called ______.

brand licensing

When K-Mart paid Martha Stewart (famous for her business related to lifestyle and the home) a fee in return for permission to introduce a line of towels and other housewares bearing Stewart's name, it was an example of ______.

brand licensing

The strategy in which marketers change a brand's focus to target new markets, or realign the brand with changing market preferences, is known as:

brand repositioning

A firm's product mix _____ represents the number of product lines offered by the firm.

breadth

Consumer packaged goods companies sell products across many different product lines. These companies have significant ______ in their product mixes.

breadth

Firms are willing to spend lots of money, such as on very expensive Super Bowl ads, to market a brand in order to ______.

build brand awareness

What is the term used when a company's products are so closely related that sales of one brand take away sales from the other brand?

cannibalization

One of Taco Bell's most successful new products has been its "Doritos Locos Tacos," tacos with shells in the flavors of Doritos taco chip varieties. This is an example of ______.

co-branding

The practice of marketing two or more brands together on the same package or promotion is known as:

co-branding

The component of the product package that provides the information consumers need to make their purchase decisions and for proper consumption of the product is known as the ______.

label

A ________ is something that a customer values and that can be bought or sold voluntarily.

product

A brand, such as T-Mobile, can build awareness through ______ exposure to the brand's logo, symbols, and slogans.

repeated

The _______ packaging is the exterior wrapper that contains the product as well as the UPC label used by retailers.

secondary

A product's exterior wrapper or exterior carton that contains additional product information is known as the ______.

secondary package

Debbie is considering having Botox treatments and knows it is a very serious process. On the advice of three of her friends who have each visited Dr. Parsons several times in the past two years for Botox treatments, Debbie makes an appointment with Parsons. She considers the selection to be a ______ good/service.

specialty

What are the two basic types of brand ownership strategies?

store brands manufacturer brands

When Frito-Lay decided to introduce a salsa product line, it used the existing Tostitos brand (under which it sells taco chips). What advantages did this strategy provide Frito-Lay?

-It could introduce the product sooner and more easily -it could spend less on developing consumer brand awareness -the Tostitos brand already had brand association that helped to sell salsa

What does a brand need in order to be somewhat protected from competition from other firms and price competition?

A loyal customer base An established track record in the market

Which of the following is an example of a brand extension?

Acme chips and Acme dips

If a firm decides to increase the depth of its offerings to address consumer preferences, what will it do? the

Add items to its product line

Which of the following is NOT one of the categories of consumer products that buyers use for their personal use?

Associated services

If a company's products are too closely related, sales of one brand may_____________ , or take away sales, from the other brand.

Cannibalize

Which of the following is a method firms use to create positive brand associations?

Catchy jingles

Which of the following is an example of product line extension?

Coke, in addition to its existing Diet Coke flavors, introduces chocolate-flavored Diet Coke.

What are products that household buyers use for their own use called?

Consumer products

What makes the search for shopping goods different from the search for specialty goods?

Consumers are willing to consider alternative brands and features with shopping goods.

What must occur for the perceived value of a cheaper product to be high?

Consumers must believe the quality of the cheaper product is about the same as that of a premium product.

Which of the following help to increase a brand's equity? (Select all that apply.)

Customer loyalty Perceived value Brand awareness

Typically, who determines the product's or service's value in relationship to that of its close competitors?

Customers

Brand awareness is most likely to influence purchasing decisions for which type of product?

Goods purchased frequently habitually

Branding enables a firm to do which of the following? (Choose all that apply.)

Make consumers aware of available products Differentiate its product offerings

A strong brand protects firms from which of the following? (Select all that apply.)

New products offering similar features or benefits An existing competitor lowering prices

____________ products/services are those such as an Apple iPod, a Harley-Davidson motorcycle, or a Starbucks latte for which the consumer shows a fairly strong preference and loyalty and will go out of the way to find that specific brand.

Specialty

Match the type of good (specialty or shopping) with the appropriate description.

Specialty Good = Consumer spends lots of time and effort involved in searching, may compare alternatives and options, and consumer has a good idea of the brand he or she will buy in advance Shopping Good = Compares alternatives and consumer spends moderate amounts of time and effort deciding among products, features, and brands

____________ packaging is better for the environment than traditional packaging.

Sustainable

True or false: Trademarks and copyrights are legal ways to protect brands from being used by others.

T

Which of the following describes the core customer value of a product?

The basic benefits consumers are seeking

If the makers of a luxury good with high consumer acceptance extend their brand name to a line of less expensive products such as clothing featuring the brand logo, what is the most likely result?

The brand acceptance will carry over to the new product.

Manufacturer brands such as Kraft and Nike are owned and managed by whom?

The manufacturer

One consumer research exercise asks consumers to say the first things that occur to them when they hear a brand name. For example, for the brand "Coca-Cola," someone might respond, "Red and white cans, sweet, carbonated." These are examples of ______.

brand associations

When a brand extension adversely affects consumer perceptions about the core brand, it is known as ______.

brand dilution

The number of products within a product line is a firm's product line ______.

depth

Branding provides a way for a firm to ______ its product offerings from those of its competitors.

differentiate

Brands are assets that a firm can build and harness over time to increase its ______.

equity

The use of an existing brand name in a different product line is called brand ______.

extension

Kellogg's sells the majority of products under its Kellogg's name brand all of it product lines. This is known as a(n)______ brand.

family

When a firm sells all its products under one ______, such as Pepperidge Farm, the individual brands benefit from the overall brand awareness associated with it.

family brand

Because a brand name is already well established, a firm can spend ______ to develop consumer brand awareness when introducing a brand extension.

fewer resources

The use of the same brand name within the same product line is called a(n) ______.

line extension

Firms add items to their product lines to address changing consumer preferences. For example, an ice cream company might add low-fat offerings to its existing ice cream flavors. This is an example of ______.

increasing depth

Examples of CRM programs include:

invitations to the company's special events advance notice of sale items points that can be turned in for discounts

A firm's product line depth is the number of ______ within a product line, as opposed to the number of product lines a firm has.

items

A person who buys the same brand's product or service repeatedly over other options demonstrates what is known as brand ______.

loyalty

The majority of the brands marketed in the United States are ______ brands.

manufacturer

Product lines are a part of a product ______.

mix

The product ______ is the complete breadth and depth of all products offered by a firm.

mix

The complete set of all products and product lines offered by a firm is called its product assortment, or product __________

mix or depth

Manufacturer brands such as Nike and Coca-Cola are also known as ______ brands.

national

From the customer's perspective, the relationship between a product's or service's benefits and costs is called ______.

perceived value

Geico Insurance uses characters like the gecko and humorous associations with ______ emotions to reinforce the brand.

positive

A product mix typically consists of ______, or groups of associated items.

product lines

For most products, the label is used for ______.

promotion and branding

Brand repositioning is also known as:

rebranding

Which statements are true of ALL products?

something that a customer values offered through a marketing exchange

The packaging that the consumer uses is known as ______.

the primary package

Brands are typically legally protected through ______.

trademarks and copyrights

Brand-loyal consumers provide an important source of ______ for firms.

value

Good marketing increases perceived _________ by raising customers' quality expectations relative to price.

value