Marketing Chapter 10

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A bottle of water represents which type of product? a. Unsought product b. Convenience product c. Specialty product d. Shopping product

b

For which type of products are consumers reluctant to accept substitutes? a. Shopping b. Specialty c. Convenience d. Unsought

b

Target's brand, Archer Farms, is considered which type of brand? a. Co-brand b. Private brand c. Manufacturer's brand d. Individual brand

b

a name, term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from competitors' products

brand

the value of a company or brand name

brand equity

consistent preference for one brand over all others

brand loyalty

the elements of a brand that cannot be spoken

brand mark

that part of a brand that can be spoken, including letters, words, and numbers

brand name

A washing machine is likely to be considered which type of product? a. Specialty product b. Convenience product c. Shopping product d. Unsought product

c

Campbell's product mix includes soups, sauces, frozen entrees, beverages, and biscuits. The number of different types of soups offered by Campbell's represents the company's _________ in that product line. a. height b. width c. depth d. breadth

c

The part of the brand which can be spoken is known as the ______________ a. Brand loyalty b. Brand equity c. Brand name d. Brand mark

c

a brand manufactured by a third party for an exclusive retailer, without evidence of that retailer's affiliation

captive brand

placing two or more brand names on a product or its package

co-branding

a relatively inexpensive item that merits little shopping effort

convenience product

A product that requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores is called a ________________. a. Unsought product b. Specialty product c. Convenience product d. Shopping product

d

All products that an organization sells is known as a _______________. a. Specialty product b. Product line c. Shopping product d. Product mix

d

The Nike swoosh symbol represents which part of the brand? a. Brand name b. Brand equity c. convenience product d. Brand mark

d

a written guarantee

express warranty

marketing several different products under the same brand name

family branding

a specific version of a product that can be designated as a distinct offering among an organization's products

product item

a group of closely related product items

product line

the number of product items in a product line

product line depth

adding additional products to an existing product line in order to compete more broadly in the industry

product line extension

all products that an organization sells

product mix

the number of product lines an organization offerd

product mix width

changing one or more of a product's characteristics

product modification

a trademark for a service

service mark

a product that requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores

shopping product

a particular item for which consumers search extensively and are very reluctant to accept substitutes

speciality product

the exclusive right to use a brand or part of a brand

trademark

a series of thick and thin vertical lines (bar codes) readable by computerized optical scanners that represent numbers used to track product

universal product codes (UPCs)

a product unknown to the potential buyer or a known product that the buyer does not actively seek

unsought product

a confirmation of the quality or performance of a good or service

warranty

everything, both favorable and unfavorable, that a person receives in an exchange

product

A written guarantee that confirms the quality or performance of a good or service is which type of warranty? a. Express warranty b. Explicit warranty c. Implied warranty d. Limited warranty

a

identifies a product by class or type and cannot be trademarked

generic product name

a brand that obtains at least one-third of its earnings from outside its home country, is recognizable outside its home base of customers, and has publicly available marketing and financial data

global brand

an unwritten guarantee that the good or service is fit for the purpose for which it was sold

implied warranty

using different brand names for different products

individual branding

a type of package labeling designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase

informational labeling

the brand name of a manufacturer

manufacturer's brand

a type of package labeling that focuses on a promotional theme or logo, and consumer information is secondary

persuasive labeling

the practice of modifying products so those that have been already been sold become obsolete before they actually need replacement

planned obsolescence

a brand name owned by a wholesaler or a retailer

private brand


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