Mkt test 3 ch. 11

When Frito-Lay decided to introduce a salsa product line, it used the existing Tostitos brand (under which it sells taco chips). What advantages did this strategy provide Frito-Lay?

The Tostitos brand already had brand associations that helped to sell salsa. Frito-Lay could spend less on developing consumer brand awareness. Frito-Lay could introduce the product to the market more quickly.

Which of the following describes the core customer value of a product?

The basic benefits consumers are seeking

The mental link customers make between a brand and its key product attributes is known as ___

brand association

The mental link customers make between a brand and its key product attributes is known as _____

brand 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 associations

Kellogg's sells the majority of products under its Kellogg's name brand all of it product lines. This is known as a(n)______ brand.

family

A product mix typically consists of ______, 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 mix

For most products, the label is used for _____

promotion and branding

Examples of communication media that firms use to create brand awareness include which of the following?

publicity advertising

Brand repositioning is also known as:

rebranding

A brand, such as T-Mobile, can build awareness through ______ exposure to the brand's logo, symbols, and slogans.

repeated

The practice of marketing two or more brands together on the same package or promotion is known as:

co-branding

Which of the following is an example of a brand extension?

Acme chips and Acme dips

What does a brand need in order to be somewhat protected from competition from other firms and price competition?

An established track record in the market A loyal customer base

A strong brand protects firms from which of the following?

An existing competitor lowering prices New products offering similar features or benefits

Which of the following is NOT one of the categories of consumer products that buyers use for their personal use?

Associated services

Which of the following is a method firms use to create positive brand associations?

Catchy jingles

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.

Shopping Good

Compares alternatives and consumer spends moderate amounts of time and effort deciding among products, features, and brands

What are products that household buyers use for their own use called?

Consumer products

Specialty Good

Consumer spends lots of time and effort involved in searching, may compare alternatives and options, and consumer has a good idea of the brand he or she will buy in advance

What makes the search for shopping goods different from the search for specialty goods?

Consumers are willing to consider alternative brands and features with shopping goods.

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 help to increase a brand's equity?

Customer loyalty Perceived value Brand awareness

Branding enables a firm to do which of the following?

Differentiate its product offerings Make consumers aware of available products

Brand awareness is most likely to influence purchasing decisions for which type of product?

Goods purchased frequently habitually

Which of the following refers to the basic problem-solving benefits that consumers seek in a product?

The core customer value

Ideas for sustainable packaging include which of the following?

Using recycled materials in packaging Returnable packaging Using 3D printing

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 associations

If a brand has a high degree of _________, it means that most consumers are familiar with the brand and what it stands for even if they do not use the brand.

brand 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

brand equity

The value of a brand can be calculated and compared to other brands in the form of ______.

brand equity

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 ____

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:

brand repositioning

A firm's product mix _____ 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 ______ 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 ____

build brand awareness

What is the term used when a company's products are so closely related that sales of one brand take away sales from the other brand?

cannibalization

If a company's products are too closely related, sales of one brand may _______, or take away sales, from the other brand.

cannibalize

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 ______.

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 ______.

depth

Branding provides a way for a firm to ______ its product offerings from those of its competitors.

differentiate

Brands are assets that a firm can build and harness over time to increase its ______

equity

The use of an existing brand name in a different product line is called brand ____

extension

The use of an existing brand name in a different product line is called brand _____

extension

When a firm sells all its products under one ______, such as Pepperidge Farm, the individual brands benefit from the overall brand awareness associated with it.

family brand

Because a brand name is already well established, a firm can spend ______ to develop consumer brand awareness when introducing a brand extension.

fewer resources

A firm's product line depth is the number of ______ 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 ______.

label

The use of the same brand name within the same product line is called a(n) ____

line extension

What are the two basic types of brand ownership strategies?

manufacturer brands store brands

Product lines are a part of a product ______.

mix

The product ______ is the complete breadth and depth of all products offered by a firm.

mix

Which statements are true of ALL products?

offered through a marketing exchange something that a customer values

From the customer's perspective, the relationship between a product's or service's benefits and costs is called _____

perceived value

Good marketing increases _____ by raising customers' quality expectations relative to price.

perceived value

Geico Insurance uses characters like the gecko and humorous associations with ______ emotions to reinforce the brand.

positive

is something that a customer values and that can be bought or sold voluntarily.

product

______ 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