Marketing Chapter 9

Above all, the purpose of the package is to promote product purchase.

False

Elba's new blouse had a label that said it was guaranteed not to shrink or fade as long as it was dry cleaned and not hand-washed. This is an example of a ________ warranty.

Specific

After months of in-home research, Kraft discovered that its customers often transferred Chips Ahoy cookies to jars to keep them from going stale. The company solved this problem by creating a patented resealable opening on the top of the bag. This is an example of the ________ objective of package design.

Protection

A customer's equity with a brand is the difference between the perceived benefits and costs associated with the brand.

True

Brand identity is a summary of unique qualities attributed to the brand.

True

Xie Zang is considering buying a new car. Because she had a good experience with her previous car from XYZ Motors, she determines that a car from XYZ Motors will best meet her current needs. This is an example of the brand ________ role in customer purchase decisions.

Education

The more cobranded products a company has, the stronger its brand image because of the increased exposure of the brand to the public

False

Warranties do little to inform the customer about perceived product quality and manufacturer commitment to customer satisfaction

False

The brand name "Bailey's" is used for a variety of products including liqueur, coffee creamer, and candies. This is an example of a ________ strategy.

Family Branding

ABC Automobile Manufacturers is the leading brand in economy cars with respect to gas mileage. If ABC wanted to start making hybrid vehicles under the same brand name, the company would likely be successful because of its previous product offerings. This is an example of linking the ________ benefit of brand equity to marketing strategy.

Brand Connections