SB Ch11

What are products that household buyers use for their own use called? -Business products -Loyalty products -Ritual products -Consumer products

Consumer products

The product ____ is the complete breadth and depth of all products offered by a firm. -brand -mix -line -category -width

mix

From the customer's perspective, the relationship between a product's or service's benefits and costs is called ____. -brand equity -brand awareness -perceived value -perceived brand

perceived value

For most products, the label is used for ____. -branding and packaging -promotion and branding -promotion and licensing -packaging and manufacturing information

promotion and branding

A product mix typically consists of ____, or groups of associated items. -product depth -product breadths -product assortments -product lines

product lines

Consumer packaged goods companies sell products across many different product lines. These companies have significant ____ in their product mixes. -breadth -confusion -depth -brand dilution

breadth

Firms are willing to spend lots of money, such as on very expensive Super Bowl ads, to market a brand in order to ____. -be able to develop the brand personality over time -build brand awareness -to overwhelm consumers perception -be competitive in commodity markets

build brand awareness

What does a brand need in order to be somewhat protected from competition from other firms and price competition? Multiple select question. -A celebrity endorsement -A loyal customer base -An established track record in the market -A hard plastic package

-A loyal customer base -An established track record in the market

Branding enables a firm to do which of the following? Multiple select question. -Reintroduce old products at a higher cost -Differentiate its product offerings -Eliminate advertising spending -Make consumers aware of available products

-Differentiate its product offerings -Make consumers aware of available products

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? Multiple select question. -Frito-Lay could introduce the product to the market more quickly. -Frito-Lay didn't have to do any promotion of the new product. -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. -The Tostitos brand already had brand associations that helped to sell salsa. -Frito-Lay could spend less on developing consumer brand awareness.

A strong brand protects firms from which of the following? Multiple select question. -Changes in industry trends -New products offering similar features or benefits -An overall drop in consumer demand -An existing competitor lowering prices

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

Which of the following help to increase a brand's equity? Multiple select question. -Perceived value -Brand awareness -Lower prices from competitors -Competition level -Customer loyalty

-Perceived value -Brand awareness -Customer loyalty

Examples of communication media that firms use to create brand awareness include which of the following? Multiple select question. -advertising -low prices -publicity -licensed brands

-advertising -publicity

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

What are the two basic types of brand ownership strategies? Multiple select question. -manufacturer brands -store brands -price brands -product brands

-manufacturer brands -store brands

Which of the following is an example of a brand extension? -Acme barbecue potato chips and Acme salt and vinegar potato chips -Acme chips and Acme dips -Acme sleds and Timberland boots -Acme cars and generic pencils

Acme chips and Acme dips

Which of the following is NOT one of the categories of consumer products that buyers use for their personal use? -Specialty products -Convenience products -Associated products -Shopping products

Associated products

Which of the following is an example of product line extension? -Kellogg's, in addition to its existing cereals, begins to sell branded bowls and spoons. -Honda, in addition to its vehicles, begins to sell gasoline. -Ritz, in addition to its crackers, begins to sell cheeses. -Coke, in addition to its existing Diet Coke flavors, introduces chocolate-flavored Diet Coke.

Coke, in addition to its existing Diet Coke flavors, introduces chocolate-flavored Diet Coke.

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. -The cheaper product must be endorsed by a celebrity or other notable figure. -The price of the cheaper product must be below half that of a premium product. -The cheaper product must have the same or higher brand awareness than premium products.

Consumers must believe the quality of the cheaper product is about the same as that of a premium product.

Typically, who determines the product's or service's value in relationship to that of its close competitors? -Customers -Suppliers -Marketers -Manufacturers -Retailers

Customers

Brand awareness is most likely to influence purchasing decisions for which type of product? -Goods that the consumer spends a lot of time researching -Goods never purchased before by the consumer -Goods purchased frequently habitually -Goods purchased infrequently

Goods purchased frequently habitually

Which of the following describes the core customer value of a product? -Price range -The basic benefits consumers are seeking -Product warranties and financing -Attributes such as design/features, quality level, and packaging

The basic benefits consumers are seeking

Which of the following refers to the basic problem-solving benefits that consumers seek in a product? -Associated services -The augmented product -The actual product -The core customer value

The core customer value

Brands are sold either under a common/family name or as an individual brand. -True -False

True

Marketers can assess the level of brand ____ by measuring the extent to which consumers in a market are familiar with a brand, know what it stands for, and have an opinion about it. -equity -loyalty -value -awareness

awareness

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

awareness or recognition

The mental link customers make between a brand and its key product attributes is known as ____. -brand loyalty -brand association -brand equity -brand asset

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 loyalty -brand personality -brand associations -brand equity

brand associations

The value of a brand can be calculated and compared to other brands in the form of ____. -brand assets -brand equity -brand profitability -brand loyalty

brand equity

A contractual arrangement between firms where one firm allows another to use its brand name, logo, symbols, and/or characters in exchange for a negotiated fee is called ____. -brand extension -brand repositioning -brand licensing -co-branding

brand licensing

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 repositioning -brand extension -brand licensing -co-branding

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: -co-branding -brand licensing -brand repositioning -brand extension

brand repositioning

A firm's product mix ____ represents the number of product lines offered by the firm. -brand -category -depth -breadth

breadth

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 -brand repositioning -generic branding -brand dilution

co-branding

The practice of marketing two or more brands together on the same package or promotion is known as: -brand dilution -brand extension -brand licensing -co-branding

co-branding

The number of products within a product line is a firm's product line _____. -depth -breadth -mix -assortment

depth

Branding provides a way for a firm to ____ its product offerings from those of its competitors. -monetize -commoditize -license -differentiate

differentiate

Brands are assets that a firm can build and harness over time to increase its ____. -consumer trust -brand liabilities -marketing expenditures -equity

equity

The use of an existing brand name in a different product line is called brand ____. -dilution -lengthening -extension -placement

extension

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. -corporate -global -individual -family

family

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. -premium brand -individual brand -family brand -exclusive co-brand

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 -about the same in resources -more resources -more time

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. -package sizes -mixes -items -brand names

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 ____. -built in package -label -primary package -marketing message

label

The use of the same brand name within the same product line is called a(n) ____. -line extension -brand extension -augmented product -brand association

line extension

Product lines are a part of a product ____. -decision -category -brand -mix

mix

The complete set of all products and product lines offered by a firm is called its product assortment, or product ____.

mix

Brand repositioning is also known as: -brand licensing -co-branding -rebranding -brand dilution

rebranding

A brand, such as T-Mobile, can build awareness through ____ exposure to the brand's logo, symbols, and slogans. -repeated -concentrated -limited -expensive

repeated

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

value