chapter 7

Brand names, images and designs are protected using Multiple choice question. copyrights patents special tribunals trademarks

Trademarks

Branding can include which of the following? Multiple select question. Unique symbol Safety labeling Product name Product user manual

Unique symbol Product name

In Canada (and many other countries), written words, recordings, and other forms of communications are protected by Multiple choice question. copyrights trademarks logos patents

copyrights

Which of the following is a good example of a product line? Multiple choice question. General Motors automobiles Honda Gatorade G Series General Mills

Gatorade G Series

Some online brands have very high levels of recognition, including Multiple select question. Google Amazon Johnson & Johnson Rolex

Google Amazon

In the case of a bicycle, transportation would likely be the Multiple choice question. core product augmented product actual product tangible product

core product

The fundamental benefit a consumer derives from having a product is called the Multiple choice question. differentiated product actual product augmented product core product

core product

Which of the following characteristics is not one that distinguishes services from other products? Multiple choice question. Immobility Inconsistency Inseparability

Immobility

Services marketing differs from the marketing of tangible goods in all of the following ways EXCEPT which of the following? Multiple choice question. Intangibility Inventory Inseparability Inconvertibility

Inconvertibility

In Canada, the Rogers brand offers consumers multiple different communications products, while Koodo focuses on plans for mobile devices. Koodo represents a(n) Multiple choice question. Non-traditional brand Non-branded item Family brand Individual brand

Individual brand

Which two of the following factors are unique with respect to services, and are part of the four I's? Multiple select question. Indispensability Intangibility Inseparability Inconvenience

Intangibility Inseparability

A Singapore Airlines ad may show the airline's new seats and emphasize their size in order to address which issue that is unique to services? Multiple choice question. Inconsistency Inventory Inseparable Intangible

Intangible

For many products, packaging and labelling are important as they Multiple choice question. reduce the need for market segmentation communicate brand positioning direct retailer inventory decisions eliminate product liabilit

communicate brand positioning

Well designed packaging helps to provide product information, directions on usage and nutritional content. These all represent Multiple choice question. transport benefits communication benefits functional benefits usage benefits

communication benefits

An airline ticket would most likely be considered which type of consumer product? Multiple choice question. Convenience product Specialty product Shopping product

Shopping product

Which of the following types of consumer products is characterized by fairly expensive items available at a large number of selective outlets? Multiple choice question. Shopping products Specialty products Convenience products

Shopping products

Which of the following types of consumer products is characterized by unique brands and high levels of brand loyalty? Multiple choice question. Specialty products Shopping products Personal products Convenience products

Specialty products

Which of the following are types of consumer products? Multiple select question. Specialty products Business products Convenience products Shopping products

Specialty products Convenience products Shopping products

Business products can be classified as which two of the following? Multiple select question. Support products Commercial products Production goods Specialty products

Support products Production goods

Branding elements are intended to make a product Multiple choice question. distinguishable from those of competitors. seem less expensive. more mysterious and intriguing. seem similar to others so consumers understand its purpose.

distinguishable from those of competitors.

A __ brand is when a company uses a brand name to cover a number of different product categories. Multiple choice question. group multi family individual

family

Which of the following best exemplify the middle of the service continuum Multiple choice question. dog food necktie online analytics fast food restaurant

fast food restaurant

In simple terms, brand equity allows a company to sell a product Multiple choice question. for the same as similar non-branded products for less than similar non-branded products for more than similar non-branded products

for more than similar non-branded products

First and foremost, packaging allows for product storage, ease of use and ease of transport. These benefits refer to the ______ benefits. Multiple choice question. communication brand image functional advertising

functional

Product protection and ease of transportation represent Multiple choice question. promotional benefits of packaging communications benefits of packaging advertising benefits of packaging functional benefits of Packaging

functional benefits of packaging

A cheap alternative product that has little promotional support is called a(n) Multiple choice question. generic private label brand family brand manufacturer's brand

generic

A product with no branding at all is often referred to as a Multiple choice question. private brand transcendent brand manufacturer's brand generic brand

generic brand

When a service provider is available but there is no demand for the service, this is known as Multiple choice question. idle production capacity. the service continuum. gap analysis. experience properties.

idle production capacity.

A restaurant is dependent on different chefs, servers, hosts, and conditions within the restaurant that alter the uniformity of the output, which is an example of the ________ of services. Multiple choice question. capacity inseparability perishability inconsistency

inconsistency

A restaurant is dependent on different chefs, servers, hosts, and conditions within the restaurant that alter the uniformity of the output, which is an example of the ________ of services. Multiple choice question. capacity perishability inconsistency inseparability

inconsistency

Esperanza has realized that she does not enjoy taking a taxi to work because there is substantial ________ in the delivery of the service depending on who is driving her cab that day. Multiple choice question. interference inconsistency price differential intangibility

inconsistency

Standardization of practices and intense training for employees who work in guest relations at the Ritz-Carlton will help to minimize the negative effects of ________ in services. Multiple choice question. inconsistency imitation inventory intangibility

inconsistency

The visual branding element that stands for corporate names or trademarks is known as the: Multiple choice question. jingle logo character slogan

logo

The brand element that is entirely visual is the Multiple choice question. logo. jingle. equity. name.

logo.

A brand that is owned and produced by the manufacturer is called a(n) Multiple choice question. private label brand manufacturer's brand non-branded good generic brand

manufacturer's brand

Church & Dwight produce and sell the Gravol brand pharmaceutical throughout Canada. This exemplifies a(n) Multiple choice question. generic brand retailer's brand private-label brand

manufacturer's brand

Apple products exemplify Multiple choice question. generic brands manufacturer's brands private label brands

manufacturer's brands

Tylenol, Pepsi-Cola and Nike are all examples of Multiple choice question. private label brands manufacturer's brands generic brands

manufacturer's brands

The key factors in determining a good brand name include Multiple select question. memorability similarity to competition complexity suggestion of benefits

memorability suggestion of benefits

Which of the following are convenience products? Multiple select question. watch milk cookies shoes single-serving Coca-Cola

milk cookies single-serving Coca-Cola

The three types of brands are Multiple select question. private label consumer business generic

private label generic manufacturer

Life Brand is sold only at Shoppers Drug Mart and is produced for Shoppers by an independent manufacturer. It is an example of a(n) Multiple choice question. private label brand generic brand manufacturer's brand

private label brand

President's Choice, Mastercraft and Selections are all examples of Multiple choice question. generic brands manufacturer's brands non-branded products private-label brands

private-label brands

Which of the following are potential benefits of packaging? Multiple select question. facilitating payment reinforcing brand image increasing product functionality communicating product informati

reinforcing brand image communicating product information

Buildings, tools, and supplies are ________ products for organizations. Multiple choice question. component raw material support specialty

support

True or false: Packaging is often referred to as the "silent salesperson" for consumer goods. True false question. True False

true

According to Ipsos Reid research, some of the key elements of successful brands include Multiple select question. trustworthiness profit-first messaging comparability engagement

trustworthiness engagement

Which of the following is an example of an individual brand? Multiple choice question. Tide President's Choice Google Chevrolet

Tide

The three layers of products include Multiple select question. differentiated augmented nucleus identified actual core

augmented actual core

Which of the following types of products is characterized by derived demand? Multiple choice question. Shopping products Business products Convenience products Specialty products

Business products

Trademarks are limited to a period of __ years. They __ be renewed.

10, can

In Canada, a patent protects the owner for a period of Multiple choice question. 2 years 50 years 20 years 10 years

20 YEARS

Which two of the following are essential to brand loyalty? Multiple select question. A favorable attitude toward a single brand A consistent purchase behaviour of single brand Refraining from forming habits without much thought Evaluating multiple brands at the point of purchase

A favorable attitude toward a single brand A consistent purchase behaviour of single brand

_________________are intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value

Blank 1: Services or Service

Items used to assist in producing other goods and services are called__________________ goods.

Blank 1: support

Which of the following are the types of products classified depending on their usage? (Check all that apply.) Multiple select question. Group products Consumer products Business products

Consumer products Business products

________ products are purchased by the ultimate consumer, whereas ________ products are purchased by organization to assist them in providing other products for sale. Multiple choice question. Consumer; business Individualistic; commercial Shopping; specialty Personal; resale

Consumer; business

Laundry detergent would most likely be considered which type of consumer product? Multiple choice question. Shopping product Specialty product Convenience product

Convenience product

Which of the following types of consumer products is characterized by relatively inexpensive items with widespread availability? Multiple choice question. Shopping products Personal products Specialty products

Convenience products

Marketing theory suggests that good brand names suggest the product benefits. A good example of this is Multiple choice question. Gevalia coffee Stihl leaf blowers Easy Off oven cleaner

Easy Off oven cleaner

Which of the following are specialty products? Multiple select question. Expensive vacation package Rolex watch jeans grocery items

Expensive vacation package Rolex watch

Which of the following best describes online brands? Multiple choice question. The most popular brands in Canada are still traditional brands Online brands have yet to gain a foothold overall in people's minds Online brands dominate the list of best known brands in Canada

Online brands dominate the list of best known brands in Canada

_____ are legal rights that are granted by the government to protect new technologies, processes or formulations from other companies.

Patents

An individual brand refers to Multiple choice question. a brand name used solely for a specific product category an individual who has trademarked their name a brand that focuses on single-use products one item in a list of different products using the same name

a brand name used solely for a specific product category

Idle production capacity occurs when Multiple choice question. a manufacturing plant is put on hold due to labor disputes. a service is available when there is little demand. tangible goods are perishable and require rapid turnover. there are high costs associated with handling inventory for tangible goods.

a service is available when there is little demand.

In the case of an online product, packaging is best represented by Multiple choice question. a website search engine results product reviews benefits conveyed

a website

Packaging is an important concept for Multiple choice question. both physical products and online products products that don't face brand competition marketers of physical products only

both physical products and online products

Packaging is an important concept for Multiple choice question. products that don't face brand competition both physical products and online products marketers of physical products only

both physical products and online products

Many companies protect brands using patents, copyrights and trademarks. This reflects their investment in creating and protecting Multiple choice question. cost minimization strategies brand equity guaranteed sales truly innovative products

brand equity

The value of a brand that results from favourable exposure and interactions consumers have over time is called Multiple choice question. net value total sales advertising brand equity

brand equity

Auto companies commonly used __, offering new vehicles that benefit from the quality associated with the original brand name. Multiple choice question. brand paring brand extension generic branding individual branding

brand extension

Auto companies commonly used __, offering new vehicles that benefit from the quality associated with the original brand name. Multiple choice question. generic branding individual branding brand paring brand extension

brand extension

Recently, Proctor & Gamble applied the Crest brand to teeth-whitening products. This is an example of Multiple choice question. unsought goods brand loyalty individual branding

brand extension

A favorable attitude toward a single brand, and the consumer's consistent purchase of that brand exemplify Multiple choice question. good consumer behavior. satisfaction. attitude stability. brand loyalty.

brand loyalty.

Many successful brands take on human characteristics such as unique, non-conformist or youthful. This is called Multiple choice question. assimilation family branding brand loyalty brand personality

brand personality

The set of human characteristics associated with a brand is called the Multiple choice question. brand psyche brand personality loyalty index humanification

brand personality

A hair salon displays photos of attractive and happy customers in an attempt to Multiple choice question. charge customers higher prices demonstrate value with an intangible good reduce the need for inventory discourage customer complaints

demonstrate value with an intangible good

Sales of business products are often the results of ________ demand; that is, sales of business products frequently result from the sale of consumer products.

derived

Grolsch beer comes in a unique bottle. This is an example of using packaging to Multiple choice question. protect a product during shipping price-oriented competition augmented product differentiate a product

differentiate a product

Two major inventory problems with services are Multiple select question. variability of services difficulty in storing services excessive tangibility of services difficulties in sales forecastin

difficulty in storing services difficulties in sales forecasting

A student may be dissatisfied with her education, despite attending a highly regarded university, if she dislikes her instructors, advisers, or administrators. This type of problem arises due to the _______ of services. Multiple choice question. invulnerability inventory issues intangibility inseparability

inseparability

One of the basic ways in which services differ from tangible goods is that the service and the deliverer of it are ________ from each other. Multiple choice question. inseparable inconsistent irreconcilable

inseparable

For marketers, brand __ is more valuable than brand __. Multiple choice question. name, logo loyalty, insistence insistence, loyalty

insistence, loyalty

Because a service, either completely or partially, has qualities that cannot be touched, held, seen, tasted, or otherwise evaluated prior to purchase, it is described as being Multiple choice question. intangible. impenetrable. inseparable. invariable.

intangible.

Many services cannot be stored and accessed when demand arises. This relates to the _____ issue with services. Multiple choice question. idle production inseparability inconsistency inventory

inventory

The core product, actual product and augmented product all represent Multiple choice question. perishability layers of a product different types of products inventory issues with services

layers of a product

Which of the following are covered under a copyright? Multiple select question. music product formulations literature special produ

music literature

Product mix width refers to Multiple choice question. number of product lines intellectual property size of products variety within product

number of product lines

The communication benefits of packaging include Multiple select question. ease of transport nutritional content directions on usage

nutritional content directions on usage

In comparison to in-person services, online products Multiple choice question. typically are much more susceptible to inconsistency often overcome inconsistency issues through use of standardized software cannot offer consistency must charge significantly h

often overcome inconsistency issues through use of standardized software

Forms of brand protection include: Multiple select question. patents trademarks copy-cat brands logos

patents trademarks

A group of similar products with the same brand name are called a(n) Multiple choice question. product bundle brand group product assortment product line

product line

For Coca-Cola, soft drinks, waters, juice drinks, sports drinks, and iced teas all represent Multiple choice question. a family brand product lines generic products

product lines

Aside from breakfast cereals, Kellogg's sells products that include crackers and chips, snack bars and pastries. Together, these product lines are referred to as the Multiple choice question. stock keeping units product mix product bundle listings

product mix

Collectively, the product lines offered by a company are referred to as the Multiple choice question. brand batch competitive proposal product mix trade list

product mix

The number of products offered by a company is called their Multiple choice question. product bundle product mix brand basket product assort

product mix

Items used in the manufacturing process that become part of the final product are called Multiple choice question. production goods installations support goods supplies

production goods

Raw materials (like lumber or steel) and component parts (like door hinges or windshields) are considered Multiple choice question. production goods installations services

production goods

For business products, ________ become part of a final product while ________ are used to assist in producing other goods and services. Multiple choice question. accessories; specialty products accessories; supplies components; industrial products production g

production goods; support products

Relative to most other countries, Canadian shoppers Multiple choice question. shop mostly based on price purchase more private-label brands prefer non-branded products focus almost entirely on manufacturer's brands

purchase more private-label brands

Which of the following are examples of shopping products? Multiple select question. shoes smartphones life insurance jeans

shoes smartphones jeans

Items that are typically bought in downtown areas or malls are considered Multiple choice question. unsought goods specialty goods shopping goods convenience goods

shopping goods

tems that are typically bought in downtown areas or malls are considered Multiple choice question. shopping goods convenience goods unsought goods specialty goods

shopping goods

Shoshana drives more than 100 km to visit a bridal store she has seen in magazines. This exemplifies Multiple choice question. convenience products specialty goods unsought products shopping goods

specialty goods

Items that the consumer makes a special effort to search out and buy are known as ________. Multiple choice question. industrial products unsought products specialty products convenience products

specialty products

Private-label brands are also commonly referred to as _______ brands.

store

Private label brands are also commonly referred to as Multiple choice question. generics store brands manufacturer brands producer brands

store brands

A product line can be identified through Multiple choice question. altered product names dissimilar packaging the brand name diverse target markets

the brand name

Mo visits a local convenience store to purchase a soft drink. Although several colas are available, Mo instantly reaches for a Coca-Cola, his regular brand. This exemplifies Multiple choice question. the addictive nature of key ingredients the value of subliminal advertising the importance of wide-spread distribution the importance of branding in customer loyalty

the importance of branding in customer loyalty

The quality of a service is dependent on the people who provide it. This reflects Multiple choice question. the push for low-priced services the inventory issue with services the inconsistency with services

the inconsistency with services

The primary reason there is greater inconsistency in services than in tangible goods is because Multiple choice question. the people who provide services vary in capability or daily performance. of unknown outcomes on the buyer's part. of the increasing use of technology in delivering services. cost inequities among providers generate differen

the people who provide services vary in capability or daily performance.

Product depth refers to Multiple choice question. the number of product lines the variety within product lines intellectual property the size of products

the variety within product lines

An example of the product mix is Multiple choice question. the various Kellogg's product lines when Toyota adds new suppliers the variety of snack bars available to consumers a new product that combine

the various Kellogg's product lines

Successful brands are often described as having "presence". This simply means Multiple choice question. they are advertised only in traditional media they are inexpensive they make ideal gifts they are used regularly

they are used regularly

Many Canadian retailers sell private-label brands because Multiple select question. they earn more profit for the retailer it allows them to increase advertising they push consumers to purchase less they can be sold

they earn more profit for the retailer they can be sold at prices lower than manufacturer's brands

Packaging and labeling decisions are ______ components of overall product branding. Multiple choice question. very unimportant somewhat important unimportant very important

very important

In the case of online products, packaging and branding is normally communicated through Multiple choice question. printed materials personal selling traditional advertising websites

websites

Key issues regarding consumers' brand loyalty include Multiple select question. will they choose another if their first choice is not available? will they insist on a particular brand? have they ever purchased a different brand? where do they purchase

will they choose another if their first choice is not available? will they insist on a particular brand?

Key issues regarding consumers' brand loyalty include

will they insist on a particular brand? will they choose another if their first choice is not available?

Which of the following would be production goods for an auto manufacturer? Multiple select question. windshields brake assemblies industrial cleaning products

windshields brake assemblies