Marketing Test - Branding

Determine which of the following is a true statement

A good brand name creates an appealing image

Determine which of the following is a true statement:

Brand ideas may come from many sources, including company employees and customers

Which of the following question should be asked by a firm that is trying to decide whether to brand its products:

Can the product be easily identified by a brand?

Which of the following is a way a business can set up a product line:

Customer group

Why do businesses want customers to demonstrate brand insistence for them?

Customers will bypass other brands because they are brand loyal and will buy only the desired brand.

Which of the following is an example of a business with a broad product mix

Discount Store

Which of the following is one of the elements included in judging the consistency of a company's product lines:

End use

A company advertises that its products are durable, lightweight, and come in a variety of colors. What strategy is the company using to position its product?Mkting Essentials pg. 645-646

Features and benefits

Which of the following is an example of a trade name:

Ford

Which of the following is an example of a product line:

Kraft convenience foods

Which of the following is an advantage of family branding:

New products are easier to introduce

Can any brand name be selected and used by a business?

No, the name must be legally available for use.

Company XYZ sells condensed soups and promotes them by saying, "Great taste, great price." Company XYZ is positioning its product according to what strategy? Mkting Essentials pg. 645-646

Price and quality

Which of the following is a disadvantage associated with the addition of a higher priced product or line to a company's product mix:

Sales of established products may decline

Why should a brand name be distinctive?

So that it sets the product apart from other products

Which of the following is a disadvantage associated with the addition of a lower priced product or line to a company's product mix

The company's reputation may be damaged

Which of the following is a reason for a business to have a narrow product mix:

To allow the company to specialize

One reason a business would remove or delete product items or lines from its product mix is?

To avoid legal liabilites

Which of the following is a reason for a business to offer a deep product mix:

To compete effectively

Why would a business use a shallow product mix?

To control costs

Why would a business add higher priced products to its product mix?

To enhance the image of the company

Which of the following is a primary reason that businesses use brands:

To identify their products

Which of the following is a reason that a business would make changes to its products:

To keep up with changing consumer preferences

Why would a business use a broad product mix?

To promote one-stop shopping

Which of the following is a reason for a business to add product items or lines to its product mix:

To satisfy customers' desire for variety

A company that makes ink pens claims that no other pen on the market uses a type of ink that changes color when exposed to light. The company is positioning its product according to what strategy? Mkting Essentials pg. 645-646

Unique characteristics

A product-mix strategy in which a business redesigns its products is

alteration

Jeni's Ice Creams recently added ice cream sandwiches to its highly successful ice cream brand. Such an addition to an existing brand is an example of

brand extension.

The non-profit organization Sesame Workshop, which produces the Sesame Street television series, often gives permission to manufacturers such as Fisher Price and Build-a-Bear Workshop to use numerous Sesame Street characters on their products for a fee. This arrangement between Sesame Workshop and these companies is known as

brand licensing

The actions a business takes with a brand in order to accomplish its goals are referred to as

brand strategies.

Several restaurant companies, including Long John Silver's and KFC, have successfully joined forces in the past few years to increase recognition, customer loyalty, and sales for all companies involved. Such arrangements between companies are examples of

co-branding.

A business that says it tries harder because its product is not number one, is using product positioning to: Mkting Essentials pg. 645-646

compete

A product-mix strategy in which a business removes, or deletes, product items or lines from its product mix is

contraction

Selecting the product mix is an important decision for a business for all of these reasons except that it

decreases marketing costs

A business that offers a great many items in a product line has a __________ product mix

deep

The number of products and the assortment of sizes, colors, and models offered in product lines is referred to as

depth

Marketers decide to position a product on its value because value is very important to the target market. In this situation, value is a(n)

determinant factor

Before selecting a brand name for a new product, marketers should determine the acceptability of brand possibilities among different cultures. As part of this process, marketers should:

determine if the brand name would be culturally taboo where the product will be marketed

A salon recently added nail services to its product mix. This strategy is called

expansion

Pharmaceuticals, packaged foods, and vitamins that are sold more inexpensively in plain packaging without brand names are

generic items

Each individual good, service, or idea a business offers for sale is known as a product

item

Consumers develop feelings towards brands in terms of various levels of awareness and preference. This is referred to as brand

loyalty

Marketers position a facial soap on its "purity"—no harsh chemicals or dyes are included in its ingredients. This is positioning by

manufacturing or creation process

The particular assortment of products a business offers to meet market needs and company goals is its product

mix

When products are similar, it's effective to position by

people (service)

Names, terms, symbols, or designs that identify products are called

product brands

Positioning is a type of marketing strategy that applies to

products/brands

A disadvantage of individual brands is that they may

require more promotion

Whenever possible, an effective brand name should always be

short and memorable

The Keebler Elves, Ronald McDonald, and Mr. Peanut are examples of

trade characters

A product-mix strategy in which a business adds a lower priced product or line to its product mix is

trading down

A product-mix strategy in which a business adds a higher priced product or line to its product mix is

trading up

Positioning demonstrates

uniqueness

Positioning a certain truck as being the perfect vehicle for living in the country is an example of positioning by

uses.

The number of product lines a company carries is referred to as

width