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Marco tried a new fruit-flavored beverage and thought it was awful. He was especially disappointed because he had liked the dried fruit snacks marketed under the same brand name. Now he wasn't sure he even wanted to buy the snacks he had liked before. This highlights a problem in branding known as A. brand dilution. B. comingled brands. C. undifferentiated brands. D. approximated brands. E. unlicensed brands.

A. brand dilution. This is an example of brand dilution—the weakening of the core brand due to extensive or inappropriate extensions.

Shell MasterCard, created cooperatively by Shell Oil Company and MasterCard, is an example of A. co-branding. B. brand extraction. C. brand collusion. D. a generic brand. E. brand dilution. This is a co-branding arrangement, in which two brands lend their names to a cooperative venture.

A. co-branding. This is a co-branding arrangement, in which two brands lend their names to a cooperative venture.

Consumers might not realize that Old Spice health and wellness products and Iams pet nutrition products are made by the same company—Procter & Gamble. Old Spice and Iams are known as A. individual brands. B. family brands. C. corporate brands. D. traditional brands. E. umbrella brands.

A. individual brands. Old Spice and Iams are individual brands, separate brand names for different product lines.

Relatively few consumers like to go to the dentist. Dental insurance plans that pay for regular checkups increase the __________ of dental care by reducing the cost to the consumer. A. perceived value B. brand awareness C. brand loyalty D. generic positioning E. brand extension

A. perceived value The perceived value of a good or service is the relationship between its benefits and its costs. By reducing the cost, the value will be seen to be greater.

Suppose that Walgreens (a major drug store chain) wants to introduce its own brand of cough medicine that is similar in contents and packaging to a national brand, but at a lower cost. What kind of brand would Walgreens be introducing? A. private-label brand B. counterfeit brand C. premium brand D. national brand E. manufacturer's brand

A. private-label brand Private-label brands are products developed by retailers.

Ella had been using an imported brand of shampoo for several years, but she could no longer find it anywhere. As she was considering what kind of shampoo to try, she was surprised to see ads for Procter & Gamble's Head and Shoulders being promoted as a glamorous health-oriented product. She had always thought of Head & Shoulders as an antidandruff shampoo. The new ads suggest that Head & Shoulders has most likelybeen A. rebranded. B. reformulated. C. licensed to a premium shampoo manufacturer. D. extended as a brand. E. co-branded. Head & Shoulders has been rebranded (also referred to as brand repositioning) to give it a health-oriented image. While it is possible that it may have been reformulated, it is equally likely that the rebranding consists strictly of changes in positioning and marketing communications.

A. rebranded. Head & Shoulders has been rebranded (also referred to as brand repositioning) to give it a health-oriented image. While it is possible that it may have been reformulated, it is equally likely that the rebranding consists strictly of changes in positioning and marketing communications.

When a salesperson calls you to sell a cemetery plot, this is most likelywhat type of product? A. unsought product B. shopping product C. convenience product D. line extension E. secondary product

A. unsought product An unsought product or service is a product consumers either do not normally think of buying or do not know about.

Which of the following is the bestexample of a family brand? A. Cadillac, GMC, and Chevrolet B. Tostitos Multigrain Scoops and Tostitos Chunky Salsa C. Kellogg's Special K and Famous Amos Chocolate Chip Cookies D. Lifesavers Soda, Coca-Cola, and Diet Coke E. KFC/Taco Bell fast foods A firm can use its own corporate name to brand all its product lines and products, referred to as a family brand.

B. Tostitos Multigrain Scoops and Tostitos Chunky Salsa A firm can use its own corporate name to brand all its product lines and products, referred to as a family brand.

Why would a firm spend over $2 million for a 30-second ad on television during the Super Bowl? A. because of the annual competition for the most creative Super Bowl ad B. because the Super Bowl offers an opportunity to create significant brand awareness C. because the Super Bowl is a significant opportunity to be associated with global marketing D. because Super Bowl ads generate brand loyalty E. there is no good reason

B. because the Super Bowl offers an opportunity to create significant brand awareness Some firms might agree that it doesn't make sense to spend so much money on a Super Bowl ad; however, the Super Bowl offers a huge TV audience and, with it, a major opportunity to build brand awareness.

Jake developed a toothpaste using only natural ingredients, and he has been quite successful selling the product in health food stores and some grocery stores. He has recently developed a toothbrush using bamboo and natural components. Jake is considering a __________, giving the toothbrush the same brand name as the toothpaste in order to create greater brand awareness. A. co-brand B. brand extension C. premium brand D. joint brand E. natural brand If Jake gives the toothbrush the same brand name as his existing toothpaste, this is a brand extension, adding a new product line (toothbrushes) to his existing brand.

B. brand extension If Jake gives the toothbrush the same brand name as his existing toothpaste, this is a brand extension, adding a new product line (toothbrushes) to his existing brand.

When Procter & Gamble added teeth-whitening products under the Crest brand, the firm was engaged in A. corporate branding. B. brand extension. C. brand licensing. D. brand association. E. perceived value branding. This was a brand extension, using the Crest brand name for a new product line

B. brand extension. This was a brand extension, using the Crest brand name for a new product line

Matt was passionate about Abercrombie & Fitch. It was the only place he'd buy his clothes. If anyone asked him about clothes, he would talk for what seemed like hours about why he only shopped there. From a strictly marketing perspective, this word of mouth is an element of A. social marketing. B. brand loyalty. C. self-actualization. D. motivation. E. brand extension.

B. brand loyalty. Matt's word-of-mouth behavior is an outcome of his brand loyalty.

Whether they like them or not, most U.S. automobile customers are familiar with and have an opinion about American-made cars. This familiarity makes it easier for consumers to A. meet their self-actualization needs. B. make purchase decisions. C. consider repositioning their opinions. D. pursue generic alternatives. E. negotiate discounts.

B. make purchase decisions. Familiarity with brands helps consumers make purchase decisions because they are aware of what the brands stand for, and can use this information to make an appropriate choice

A university that has separate graduate and undergraduate admission offices recognizes that these are distinct A. brand associations. B. product lines. C. product mixes. D. brands. E. augmented services.

B. product lines. Graduate and undergraduate programs at most universities are distinct product lines, with each product line including multiple degrees.

Zappos, an online shoe company, knows shoes are typically a(n) __________ good, with consumers often spending time comparing alternatives. It overcomes that aspect of consumers' search process by offering a free, no-questions-asked return policy. A. specialty B. shopping C. convenience D. ritual E. impulse

B. shopping Shoes are typically a shopping good, where consumers compare alternatives.

It is almost impossible to watch a sporting event on television without seeing Nike's "swoosh" check mark, which is Nike's A. name. B. symbol. C. design. D. term. E. theme.

B. symbol. The "swoosh" is a brand symbol associated with Nike. The firm has invested a great deal of time and money in making the swoosh one of the most recognizable brand symbols in the world.

In the case of Band-Aid adhesive bandages, the brand name has A. successfully employed private-label branding. B. distinctive brand substitutability. C. grown through private-label branding. D. become synonymous with the product itself. E. avoided brand extensions.

D. become synonymous with the product itself. Brand names that become synonymous with the product must protect against the use of the brand name in a generic fashion, or they may lose their trademark on the name.

For a major university, undergraduate studies, graduate studies, and professional programs would be __________ within the university's product mix. A. brand associations B. family brands C. co-brands D. product lines E. private-label brands

D. product lines For the university, these would be product lines. Within each product line would be specific majors.

When Meg planned her trip to Australia, she spent months evaluating packages, airfares, and hotel accommodations. Meg's trip is an example of a(n) ________ product. A. specialty B. convenience C. unsought D. shopping E. sought Since Meg spent significant time comparing alternatives, this would be considered a shopping product.

D. shopping Since Meg spent significant time comparing alternatives, this would be considered a shopping product.

Jenna always buys Stacy's brand pita chips. She does not even consider alternatives. Jenna is a __________ customer. A. price-sensitive B. brand-persuasion-oriented C. brand-association-oriented D. brand-extension-oriented E. brand-loyal

E. brand-loyal Since Jenna does not consider other brands, she is brand loyal

The potential benefits of brand extension do notinclude A. allowing the perception of a brand with a quality image to be carried over to the new product. B. lowering marketing costs. C. boosting sales of the core brand. D. spending less on creating brand awareness and associations. E. eliminating competition.

E. eliminating competition. Since consumers are already familiar with the brand name, existing awareness and associations will transfer to the new product. In addition, benefits may transfer back to the core brand and increase its sales.

The Doritos 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 Doritos brand and this promotional effort, then Doritos has created A. brand ownership. B. a brand extension. C. brand loyalty. D. brand dilution. E. a brand association.

E. a brand association. Brand associations reflect the mental and emotional links that consumers make between a brand and its key product attributes, such as a logo and its color, slogan, or famous personality.

Kellogg's sells many different breakfast cereals, including Corn Flakes, Rice Krispies, Frosted Flakes, Raisin Bran, and Special K. This is an example of the breadth of the Kellogg's product mix.

FALSE Product line depth (not breadth) equals the number of products within a product line, as in this question.

If Microsoft decided to sell mobile phones under the Xbox brand (which it uses for its gaming systems), this would be an example of a line extension.

FALSE This is a brand extension, not a line extension. A brand extension is the use of the same brand name in a different product line. Phones and gaming systems are different product lines.

Claire always liked Lands' End raincoats, so when she was shopping for a winter coat, she ordered one from Lands' End without thinking too much about it. This demonstrates how brands facilitate purchases

TRUE Brands are often easily recognized by consumers, and because they signify a certain quality level and contain familiar attributes, brands help consumers make quick decisions, especially about their purchases

Jenny traded in her old car for her heart's desire, a new Lexus sedan. The Lexus is considered a specialty product

TRUE Luxury cars are specialty products because customers are willing to spend more effort to select just the right one.

When Jaclyn selects a case of Sprite at the grocery store for her party, she is attracted by the holiday-themed box featuring green and white bells. What Jaclyn is seeing is referred to as the secondary package

TRUE The secondary package is the wrapper or exterior carton that contains the primary package and provides the UPC label used by retail scanners. The packaging is used to attract the consumer's attention

_______ reflect(s) the mental and emotional links that consumers make between a brand and its key product attributes. A. The core customer value B. Brand equity C. Brand associations D. Brand loyalty E. The product mix

C. Brand associations Brand associations reflect the mental and emotional links that consumers make between a brand and its key product attributes, such as a logo and its color, slogan, or famous personality. These brand associations often result from a firm's advertising and promotional efforts.

Some credit cards provide free liability insurance, funded by the bank issuing the card, when a customer pays for a rental car using the card. This extra insurance is an example of A. product style. B. the actual product. C. an associated service. D. the product position. E. the core value.

C. an associated service. Associated services are related to the nonphysical aspects of the product such as product warranties.

For many years, General Electric had a corporate strategy of being among the top three firms in any market in which it operated; if it could not achieve a top-three position, it would exit the market. This strategy often resulted in the company __________ when certain product lines failed to meet this expectation. A. increasing product line depth B. decreasing product line depth C. decreasing product mix breadth D. increasing product mix breadth E. introducing brand extensions

C. decreasing product mix breadth If GE could not achieve first, second, or third place in a market, it would eliminate a product line, which decreases the product mix breadth.

Nora is deciding whether to purchase brand-name sneakers or a less expensive store brand. She has purchased other shoes with the same brand name in the past but was only marginally satisfied. In this situation, Nora is likely to purchase the store brand sneakers because they offer A. more brand awareness. B. higher degrees of brand loyalty. C. greater perceived value. D. a better brand image. E. more product line depth.

C. greater perceived value. Since Nora's past experience with name brands has been marginal, she might prefer to buy the store brand, which is less expensive and might therefore provide better value

Parents of young children have been known to drive out of their way so their kids will not see McDonald's Golden Arches and plead with their parents to stop. For McDonald's, the Golden Arches reduce marketing costs because people (including young children) A. have memorized the McDonald's menu. B. prefer yellow to other colors. C. know what the Golden Arches brand symbol means. D. recognize increases in product line depth. E. are sensitive to brand repositioning. The Golden Arches are a brand symbol for McDonald's. The company has invested in ensuring that consumers recognize the symbol and associate it with the brand.

C. know what the Golden Arches brand symbol means. The Golden Arches are a brand symbol for McDonald's. The company has invested in ensuring that consumers recognize the symbol and associate it with the brand.

Kendra is taking a backpacking trip across Europe. She wants to make sure that the backpack she chooses is the best one for her adventure, so she is spending a considerable amount of time comparing alternatives to make sure she selects the best one. For Kendra, this backpack represents what type of product? A. convenience B. unsought C. shopping D. luxury E. routine Shopping products/services are products or services for which consumers will spend a fair amount of time comparing alternatives.

C. shopping Shopping products/services are products or services for which consumers will spend a fair amount of time comparing alternatives

Andy likes gourmet popcorn, and will spend time trying to find his favorite brand. His girlfriend, Joanne, loves popcorn but doesn't care about brands. For Andy, popcorn is a __________ good while for Joanne it is a __________ good. A. shopping; specialty B. convenience; shopping C. convenience; specialty D. specialty; convenience E. unique; universal For Andy, popcorn is a specialty product—he is willing to spend time finding his favorite brand. For Joanne, it is a convenience good—she doesn't care about brands and so is unlikely to comparison shop.

D. specialty; convenience For Andy, popcorn is a specialty product—he is willing to spend time finding his favorite brand. For Joanne, it is a convenience good—she doesn't care about brands and so is unlikely to comparison shop.