Marketing chapter 11

Consumer packaged goods companies sell products across many different product lines. These companies have significant ______ in their product mixes. confusion breadth brand dilution depth

- breadth

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

- mix

another name for a store brand ____________

- private label

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

cannibalize

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

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

extension

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

line extension

The majority of the brands marketed in the United States are ______ brands. generic copycat private-label manufacturer

manufacturer

Manufacturer brands such as Nike and Coca-Cola are also known as ______ brands. generic store national premium

national

The element of a product that is used both to physically protect and to market the item is the ______. branding labeling packaging brand equity

packaging

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

perceived value

A product's exterior wrapper or exterior carton that contains additional product information is known as the ______. outer package secondary package primary package tertiary package

secondary package

Jack and his wife were in need of a new a mattress. They compared mattresses at a few local stores, learning about different brands, before making a purchase. In Jack's case, a mattress is most likely a ______ product. specialty shopping unsought convenience

shopping

What are products that household buyers use for their own use called? Business products Consumer products Loyalty products Ritual products

Consumer products

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

Customers

A strong brand protects firms from which of the following? (Select all that apply.) An overall drop in consumer demand New products offering similar features or benefits An existing competitor lowering prices Changes in industry trends

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

Co-branding can enhance consumer perceptions of product quality by linking two commodity brands. a brand to an existing well-known quality brand. two newly launched brands that few people recognize. two substitute brands.

a brand to an existing well-known quality brand.

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 brand erosion co-branding umbrella branding

brand dilution

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 ______. generic branding brand dilution co-branding brand repositioning

co-branding

Because they include information such as ingredients, nutrition, and the product benefits to a consumer, labels can be considered ______ tools. purchasing pricing financial communication

communication

Brand extensions for _____ products, such as the Barbie car sold to be used with a Barbie doll, can increase sales. premium complementary substitute copycat competing

complementary

True or false: The sole purpose of a product package is to protect the product from damage while in the supply chain. True False

false

Apple sells the majority of products under its Apple name brand. This is known as a(n)______ brand. global family individual competitive

family

Since brands are easily recognized by consumers and signify a certain quality level to buyers, brands _____________

help consumers make quick decisions

A product mix typically consists of ______, or groups of associated items. product lines product breadths product depth product assortments

product lines

_______________ products/services are those such as an Apple iPhone, 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

The packaging that the consumer uses is known as ______. the usable package the primary package the secondary package the tangible package

the primary package

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

true

Firms decrease depth to do which of the following? (Select all that apply.) Increase investment in less profitable items Eliminate unprofitable items Refocus marketing efforts on profitable items Reduce market share

- Eliminate unprofitable items - Refocus marketing efforts on profitable items

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

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

- product

______________ packaging is better for the environment than traditional packaging.

- sustainable

People prefer that the ______________ package on their products is convenient in terms of storage, use, and consumption.

-primary

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

-secondary

A new clothing brand is struggling to gain market share due to consumers' lack of familiarity with the brand and concerns about the quality of its products. How could the company use co-branding to enhance consumers' perceptions? By extending its brand name to a line of complementary products By linking with a brand that has high name recognition but relatively lower quality By linking with a brand that is well known for its quality By linking with another unknown brand to combine marketing efforts

By linking with a brand that is well known for its quality

What makes the search for shopping goods different from the search for specialty goods? Consumers are not willing to expend any effort in seeking shopping goods. Consumers are willing to purchase shopping goods from any number of suppliers. Consumers are willing to consider alternative brands and features with shopping goods. Consumers spend a significant amount of time searching for shopping 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? The price of the cheaper product must be below half that of a premium product. The cheaper product must be endorsed by a celebrity or other notable figure. Consumers must believe the quality of the cheaper product is about the same as that of a premium product. The cheaper product must have the same or higher brand awareness than premium products.

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

Branding enables a firm to do which of the following? (Choose all that apply.) Differentiate its product offerings Reintroduce old products at a higher cost Make consumers aware of available products Eliminate advertising spending

Differentiate its product offerings Make consumers aware of available products

Which of the following are roles played by packaging? Improving the design of the product itself Promoting product features or changes Differentiating a product from competitors Adjusting product sizes for different markets

Differentiating a product from competitors Promoting product features or changes Adjusting product sizes for different markets

After signing a number of licensing agreements to allow their characters to appear on clothing, toys, and video games, the makers of a popular television show saw viewership decline and consumer perceptions of the show start to fall. What is the most likely reason for this phenomenon? Increased competition from similar brands Increased production costs Dilution of brand equity through overexposure Unfulfilled consumer demand

Dilution of brand equity through overexposure

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? Brand loyalty will increase. The brand associations of the original brand will be damaged. The brand acceptance will carry over to the new product. The perceived value of the original brand will decline.

The brand acceptance will carry over to the new product.

Which of the following refers to the basic problem-solving benefits that consumers seek in a product? Associated services The augmented product The actual product The core customer value

The core customer value

Ideas for sustainable packaging include which of the following? (Select all that apply.) Using recycled materials in packaging Returnable packaging Using 3D printing Adding more layers of plastic

Using recycled materials in packaging Returnable packaging Using 3D printing

When can brand extensions increase overall sales for a firm? When the extension is priced lower than the original brand When the extension is positioned against the original brand When the extension is priced higher than the original brand When the original brand and the extension are complementary products

When the original brand and the extension are complementary products

Co-branding can enhance consumer perceptions of product quality by linking two newly launched brands that few people recognize. a brand to an existing well-known quality brand. two substitute brands. two commodity brands.

a brand to an existing well-known quality brand.

When a brand extension adversely affects consumer perceptions about the core brand, it is known as ______. umbrella branding brand dilution co-branding copycat branding

brand dilution

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

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 repositioning co-branding brand extension brand licensing

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 brand extension brand repositioning co-branding

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 licensing brand repositioning co-branding brand extension

brand repositioning

A firm's product mix _____ represents the number of product lines offered by the firm. category depth breadth brand

breadth

Firms reward loyal customers through ______ programs. customer regulation marketing customer relationship marketing customer relationship management consumer regulation management

customer relationship management

What does CRM stand for?

customer relationship management

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

differentiate

Brands are assets that a firm can build and harness over time to increase its ______. equity marketing expenditures consumer trust brand liabilities

equity

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. individual brand family brand premium brand exclusive co-brand

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 more resources more time about the same in resources

fewer resources

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 decreasing breadth decreasing depth increasing breadth

increasing depth

What are the two basic types of brand ownership strategies? manufacturer brands retailer/store brands price brands product brands

manufacturer brands retailer/store brands

For most products, the label is used for ______. promotion and branding promotion and licensing branding and packaging packaging and manufacturing information

promotion and branding

Brand repositioning is also known as: brand licensing co-branding brand dilution rebranding

rebranding

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

repeated

Brands are typically legally protected through ______. product labeling trademarks and copyrights primary packaging The Federal Trade Commission Consumer Bill Rights

trademarks and copyrights

Brand-loyal consumers provide an important source of ______ for firms. cost price sensitivity value marketing

value

Which statements are true of ALL products? Offered through a marketing exchange Something that a customer values Bought through an online distributor Delivered directly to the consumer

- Offered through a marketing exchange - Something that a customer values

The risks associated with brand licensing include which of the following? Losing brand visibility Increasing production costs Diluting brand equity Slowing distribution times

Diluting brand equity

Kellogg's sells a variety of products under its Kellogg's name brand then identifies groups of products with a secondary name such as Raisin Bran or Froot Loops, each in several sizes and versions. Froot Loops is known as a(n) ______ brand. corporate individual private-label family

family

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. shopping convenience specialty unsought

specialty

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?

- Frito-Lay could introduce the product to the market more quickly. - Frito-Lay could spend less on developing consumer brand awareness. - The Tostitos brand already had brand associations that helped to sell salsa.