MKTG 380: Quiz 7

Brand recognition is the ultimate stage in brand loyalty that leads consumers to refuse alternatives and search extensively for the desired merchandise.

False

Firms can receive trademark protection only for the brand name and brand mark and not for the product features or packaging elements.

False

Josh usually buys one brand of orange juice but, occasionally, will buy a competitive brand if it's on sale. Josh is exhibiting brand insistence.

False

Karen prefers to buy Chemtec's cleaning products over other brands if they are easily available in the market. Karen is in the brand insistence stage of brand loyalty.

False

Product managers have profit responsibility for their product group and help the retailer's category buyer maximize sales for the whole category, not just the particular manufacturer's product.

False

The original objective of product packaging was to increase consumer awareness of the product.

False

The original owner of a brand name can claim exclusive rights to the name even when the brand name becomes a descriptive generic name for a class of products.

False

Category managers are usually assisted by associates called​

Analysts

Visuals, people, and slogans are all an example of _______________________.

Brand Associations

A popular clothing brand in Switzerland decided to launch a new line of home furniture under the same brand name. This strategy being used by the company to launch its new offerings is called _____.

Brand Expansion

Brand Drivers are made up of:

Brand principle, personality and associations

When a product is used in the production of another good that is destined for resale, the product is considered as a(n):

Business Product

​Kenmore is a well-known brand of appliances sold exclusively by Sears. Kenmore is best described as a(n) ____ brand

Captive

Daphne commonly purchases national brands that are sold exclusively by retail chains, and frequently buys these items from Target. What type of brand is Daphne purchasing?​

Captive Brand

Which of the following factors has helped increase the importance of packaging as a marketing tool?

Changes in consumer lifestyle and buying habits.

Kyle plans to buy new tires for a car that his family uses for camping trips. These tires are of the same type like those that are used on General Motors commercial trucks and can be purchased from Industrial Tire Company. The tires that Kyle will buy for his car can be classified as _____ products.

Consumer

Marketers applying a positioning strategy want to:

Emphasize a product's unique advantages and differentiate it from competitors' options.

A global brand is generally defined as one that sells at least 60 percent outside its home country.​

False

A "_____" carries an item's brand name or symbol, the name and address of the manufacturer or distributor, information about the product's composition and size, and recommended uses.

Label

Hormel Foods owns the brand, "Wholly Guacamole" but has chosen NOT to display the Hormel name or logo on the packaging. Which term is most appropriate for the "Wholly Guacamole" brand?​

Manufacturer's Brand

​Cadillac has strategically sought to become known as a prestige brand among 30 to 50 year olds and routinely uses television advertising to showcase the high quality and luxury attributes of the new models. It seeks to use _______ to separate the brand from other US brands and be perceived more similarly to European models such as Audi and BMW.

Positioning

Which of the following is utilized to help managers position products by graphically illustrating consumers' perceptions of competing products within an industry?​

Positioning Map

The tagline used by Blue Jet cleaners, "Pay for Performance," is an example of a positioning strategy that is based on _____.

Price/Quality

Which of the following is a common complaint among consumers regarding the widespread use of universal product codes (UPC) in retail stores?

Prices are not displayed on product packaging.

The original objective of packaging was to:

Protect products from physical damage.

Having a clear and compelling shared purpose is important to a brand because:

Purpose is a key to motivating employees

​Several leading brands of breakfast cereal have changed the basis on which they try to set their products apart from competition, shifting from taste to healthful ingredients. It would be accurate to describe this change as:

Repositioning

A firm is most likely to opt for a family brand to market its products when the products are:

Similar in quality and are closely related to one another

A young single person setting up an apartment for the first time is most likely to be a good prospect for:

Small home appliances such as coffee makers and toasters.

The most powerful of the organizational drivers is/are

Story

​Shawn is a category manager for Hormel Foods' fresh meat division and is based in Bentonville, Arkansas. One of his major responsibilities is to be a resource to Wal-Mart. Which of the following would most likely be part of his responsibility as a category manager?

Tracking sales history for Hormel Food products and other fresh meat brands available from the point-of-sale systems.

A brand name should give buyers the correct connotation of the product's image.

True

A strong brand identity can contribute to the consumers' perceptions of product quality.

True

An undifferentiated marketing strategy is more suited for a firm that markets generic products rather than individual brand names.

True

Fears of product tampering have forced many firms to improve package designs.

True

Firms can reposition their already successful products in order to gain a greater market share.

True

Kim's Egg Rolls were being promoted as a dinner item but after a few years the company decided to change their packaging and advertising to promote the egg rolls as evening snacks. This is an example of repositioning a product.

True

Once consumers have used a product, seen it advertised, or noticed it in a store, it moves from the unknown to the known category, which increases the probability that they will purchase it.

True

Product positioning refers to consumers' perceptions of a product's attributes, uses, quality, and advantages and disadvantages relative to competing brands.

True

Some firms register a brand name before they have manufactured the product in order to prevent competitors from using the name.

True

The market shares for generic products increase during economic downturns but subside when the economy improves.

True

Tide laundry detergent commands an extremely high market share. Purchasers of the product are extremely less sensitive to price changes. Based on this assessment, it can be said that Tide has high brand equity.

True