Module 5 Quiz

________ warranties are generally open to customers returning the product for a broad range of reasons beyond specific product performance problems.

General

With brand ________, customers develop a number of emotional, performance, and psychological connections with a brand.

association

A(n) ________ is defined by the American Marketing Association as "a name, term, design, symbol, or any other feature that identifies one seller's goods or services as distinct from those of other sellers."

brand

KFC is very protective of its "Seven Herbs and Spices" recipe, which, in the view of the company, gives it a significant competitive advantage over other restaurants, and will use any legal resource available to protect its patented formula. Which dimension of brand equity does this example illustrate?

brand assets

The most basic form of brand equity is ________.

brand awareness

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

Z brand is the market leader in small appliances. Its brand is also the strongest in the category and customers identify with the brand. Because of the strength of its brand, other competitors are finding it difficult to successfully enter the marketplace. Which of the following benefits of brand equity for brand sponsors does this exemplify?

brand connections

Gerry always purchases clothing made by S&G Clothing. He tells others about how much he likes their clothes and the high levels of quality maintained by S&G. When a shirt he purchased turned out to be defective, instead of switching to another clothing company, he gave S&G a chance to fix the problem and still shops there. Which dimension of brand equity does Gerry demonstrate?

brand loyalty

A company can use its brand to expand into new product types. This is known as a ________.

category extension

Mrs. Butterworth's syrup comes in a bottle shaped like a woman. The intent of this type of packaging is to transfer critical brand messages quickly through design cues since many competitor syrup brands come in teardrop-shaped bottles. The unique shape of the Mrs. Butterworth's bottle fulfils which objective of packaging?

communication

The marketing manager for DRNK Spirits decided that all of the products his company produced would carry the same brand name of Nightlife. As a result, there is Nightlife Ale, Nightlife Lager, Nightlife Vodka, Nightlife Tequila, and Nightlife Whiskey. This is an example of ________ branding.

family

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

The warranty on a bottle of store brand pain relievers says that consumers may return this product if they are dissatisfied with it for any reason. This is an example of a(n) ________ warranty.

general

The owner of Sorios Lawn Service is looking to buy a new lawn tractor, a major purchase and significant financial investment. The owner decides to purchase a Dixie Chopper because of its reputation for dependability and excellent customer service which made him feel more secure and less anxious about choosing this product. Which customer brand role does this scenario exemplify?

helping reassure the customer in the purchase decision

Hazardous materials such as cleaning products, pesticides, and many other items require 14 different pieces of information be included on the label. This is an example of the ________ requirements of labeling.

legal

Offering other manufacturers the right to use the brand in exchange for a set fee or percentage of sales is known as ________.

licensing

The manager of NRG Beverage Company is revamping a product's label to carry a better product image to help the consumer recognize it quickly. He is focusing on the ________ requirements of labeling.

marketing

RB Soaps, the market leader in body wash, sells its products in every state under the same brand. This is an example of ________ branding.

national

A company's brand role includes ________.

offering an effective and efficient methodology for categorizing products

Because Sony has so many different product offerings in various types of electronics, management has found that it is helpful to use brands to keep track of products in each type. Thus, it has different brand names for its televisions, DVD players, and portable music players. Which company brand role does this example illustrate?

offering an effective and efficient methodology for categorizing products

Hiroaki bought a bicycle from a well-known brand without even considering the other equally good, unbranded bicycles. This shows the advantage that branded products have over unbranded ones in terms of ________.

perceived quality

Paedro's Pasta has developed a strong brand name in the dry pasta marketplace based on its texture and taste. Through its strong brand, Paedro's Pasta was able to introduce a successful line of sauces under the same brand name. Which of the following dimensions of brand equity does this example illustrate?

perceived quality

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

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

Warranties that offer explicit product performance promises related to components of the product are known as ________ warranties.

specific

Barb's Butters recently changed the shape of its packages from a pouch to a tub because product testing revealed that the tubs created less mess for consumers. Which of the following package objectives does the change in shape exemplify?

usage promotion