Ch.11 MARK 3001
Which of the following is an example of a brand extension?
Acme chips and Acme dips
Which of the following are included in the ideas for sustainable packaging? (Check all that apply.)
Adding recycled materials to packaging Using 3D printing Using returnable packaging
What does a brand need in order to be somewhat protected from competition from other firms and price competition? (Choose every correct answer.)
An established track record in the market A loyal customer base
Which of the following is NOT one of the categories of consumer products that buyers use for their personal use? Multiple choice question.
Associated products
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 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 factors help to increase a brand's equity?
Customer loyalty Perceived value Brand awareness
Brand awareness is MOST likely to influence purchasing decisions for which type of product?
Goods purchased frequently or habitually
Branding enables a firm to do which of the following? (Choose every correct answer.)
Make consumers aware of available products Differentiate its product offerings
What are the two basic types of brand ownership strategies?
Manufacturer brands Retailer/store brands
A strong brand protects firms from which of the following? (Choose every correct answer.)
New products offering similar features or benefits An existing competitor lowering prices
Examples of communication media that firms use to create brand awareness include which of the following? (Choose every correct answer.)
Publicity Advertising
Which traits are true of ALL products? (Choose every correct answer.)
Something that a customer values Offered through a marketing exchange
Which of the following describes the core customer value of a product? Multiple choice question.
The basic benefits consumers are seeking
Which of the following refers to the basic problem-solving benefits that consumers seek in a product?
The core customer value
The mental link customers make between a brand and its key product attributes is known as brand Blank______.
association
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 Blank______. Multiple choice question.
associations
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 Blank______.
asssociations
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
Marketers can assess the level of brand Blank______ 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
Marketers can assess the level of brand Blank______ 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. Multiple choice question.
awareness
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 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 Blank______. Multiple choice question.
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 Blank______. Multiple choice question.
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 Blank______. Multiple choice question.
brand repositioning
A firm's product mix Blank______ 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 Blank______ 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 Blank______.
build brand awareness
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 Blank______.
co-branding
The practice of marketing two or more brands together on the same package or promotion is known as Blank______.
co-branding
Typically, who determines the product's or service's value in relationship to that of its close competitors?
customers
The number of products within a product line is a firm's product line Blank______.
depth
Branding provides a way for a firm to Blank______ its product offerings from those of its competitors.
differentiate
Brands are assets that a firm can build and harness over time to increase its Blank______. Multiple choice question.
equity
The value of a brand can be calculated and compared to other brands in the form of brand Blank______.
equity
The use of an existing brand name in a different product line is called brand Blank______.
extension
Apple sells the majority of products under its Apple name brand. This is known as a(n) Blank______ brand.
family
Kellogg's sells a variety of products under its Kellogg's name brand. It 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) Blank______ brand.
family
A firm's product line depth is the number of Blank______ within a product line, as opposed to the number of product lines a firm has.
items
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 Blank______.
label
The use of the same brand name within the same product line is called a(n) Blank______.
line extension
Product lines are a part of a product Blank______. Multiple choice question.
mix
The product Blank______ is the complete set of all products and services offered by a firm.
mix
From the customer's perspective, the relationship between a product's or service's benefits and costs is called Blank______.
perceived value
From the customer's perspective, the relationship between a product's or service's benefits and costs is called Blank______. Multiple choice question.
perceived value
A is something that a customer values and that can be bought or sold voluntarily.
product
A product mix typically consists of product Blank______ or groups of associated items.
product lines
The complete set of all products and product lines offered by a firm is called its product assortment, or product . (Enter one word in the blank.)
product mix
For most products, the label is used for Blank______.
promotion and branding
Brand repositioning is also known as Blank______. Multiple choice question.
rebranding
A brand, such as T-Mobile, can build awareness through Blank______ exposure to the brand's logo, symbols, and slogans.
repeated
_____ packaging is better for the environment than traditional packaging.
sustainable
True or False: Brands are sold either under a common/family name or as an individual brand.
true
ood marketing increases perceived Blank 1Blank 1 , Correct Unavailable by raising customers' quality expectations relative to price.
value
