Chapter 11 SmartBook

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

Acme chips and Acme dips

Which of the following are included in the ideas for sustainable packaging? (Check all that apply.) Adding recycled materials to packaging Adding more layers of plastic Using 3D printing Using returnable packaging

Adding recycled materials to packaging Using 3D printing Using returnable packaging

What does a brand need in order to be somewhat protected from competition from other firms and price competition? (Choose every correct answer.) A celebrity endorsement An established track record in the market A loyal customer base A hard plastic package

An established track record in the market A loyal customer base

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

Associated products

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

Brand awareness Customer loyalty Perceived value

Which of the following is a method firms use to create positive brand associations? Franchise agreements Low prices Catchy jingles Efficient distribution networks

Catchy jingles

Which of the following is an example of product line extension? Honda, in addition to its vehicles, begins to sell gasoline. Kellogg's, in addition to its existing cereals, begins to sell branded bowls and spoons. 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 are products that household buyers use for their own use called? Loyalty products Consumer products Business products Ritual products

Consumer products

What must occur for the perceived value of a cheaper product to be high? The cheaper product must be endorsed by a celebrity or other notable figure. Consumers must believe the quality of the cheaper product is about the same as that of a premium product. The cheaper product must have the same or higher brand awareness than premium products. The price of the cheaper product must be below half that of a premium product.

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? Suppliers Manufacturers Retailers Customers Marketers

Customers

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? (Choose every correct answer.) Frito-Lay did not have to do any promotion of the new product. 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. Frito-Lay could introduce the product to the market more quickly. The Tostitos brand already had brand associations that helped to sell salsa.

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 purchased infrequently Goods never purchased before by the consumer Goods purchased frequently or habitually

Goods purchased frequently or habitually

Branding enables a firm to do which of the following? (Choose every correct answer.) Reintroduce old products at a higher cost Eliminate advertising spending Make consumers aware of available products Differentiate its product offerings

Make consumers aware of available products Differentiate its product offerings

What are the two basic types of brand ownership strategies? Manufacturer brands Product brands Price brands Retailer/store brands

Manufacturer brands Retailer/store brands

A strong brand protects firms from which of the following? (Choose every correct answer.) An overall drop in consumer demand Changes in industry trends New products offering similar features or benefits An existing competitor lowering prices

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

Examples of communication media that firms use to create brand awareness include which of the following? (Choose every correct answer.) Publicity Low prices Licensed brands Advertising

Publicity Advertising

Which traits are true of ALL products? (Choose every correct answer.) Delivered directly to the consumer Something that a customer values Bought through an online distributor Offered through a marketing exchange

Something that a customer values Offered through a marketing exchange

______ packaging is better for the environment than traditional packaging.

Sustainable

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

The basic benefits consumers are seeking

f the makers of a luxury good with high consumer acceptance extend their brand name to a line of less expensive products such as clothing featuring the brand logo, what is the most likely result? The brand acceptance will carry over to the new product. The perceived value of the original brand will decline. The brand associations of the original brand will be damaged. Brand loyalty will increase.

The brand acceptance will carry over to the new product.

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

The core customer value

Manufacturer brands such as Kraft and Nike are owned and managed by whom? A generic conglomerate The retailer The manufacturer The private label

The manufacturer

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

True

True or False: Most brands marketed in the United States are manufacturer brands

True

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

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 loyalty equity personality

associations

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

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. loyalty awareness equity value

awareness

Strong brand acceptance for Reese's peanut butter candies among consumers would probably ______ Reese's Peanut Butter when competing with Jif and Skippy. be expensive for be transferred to guarantee success for be lost on

be transferred to

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 __________ equity.

brand

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 ______. co-branding brand licensing brand extension brand repositioning

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 co-branding brand licensing

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 extension brand repositioning co-branding brand licensing

brand repositioning

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

breadth

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

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 be able to develop the brand personality over time overwhelm consumers perception be competitive in commodity markets

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 depletion restriction stabilization

cannibalization

If a company's products are too closely related, sales of one brand may _______, or take away sales from the other brand, with no net sales, profit, or market share increase.

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 ______. brand dilution brand repositioning co-branding generic branding

co-branding

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

co-branding

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

depth

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

differentiate

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

equity

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

equity

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

extension

Apple sells the majority of products under its Apple name brand. This is known as a(n) ______ brand. individual family competitive global

family

Kellogg's sells a variety of products under its Kellogg's name brand. It then identifies groups of products with a secondary name such as Raisin Bran or Froot Loops, each in several sizes and versions. Froot Loops is known as a(n) ______ brand. corporate family individual private-label

family

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

fewer

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 brand names items mixes

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 ______. primary package label message built in package

label

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

line extension

A product mix typically consists of product ______ or groups of associated items. breadth depth assortments lines

lines

The majority of the brands marketed in the United States are ______ brands. copycat manufacturer private-label generic

manufacturer

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

mix

The product ______ is the complete set of all products and services offered by a firm. mix line brand width category

mix

The complete set of all products and product lines offered by a firm is called its product assortment, or product _______. (Enter one word in the blank.)

mix or depth

Manufacturer brands such as Nike and Coca-Cola are also known as ______ brands. store premium generic national

national

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

perceived value

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

positive

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

product, good, or service

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

promotion and branding

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

rebranding

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

repeated

Debbie is considering having Botox treatments and knows it is a very serious process. On the advice of three of her friends who have each visited Dr. Parsons several times in the past two years for Botox treatments, Debbie makes an appointment with Parsons. She considers the selection to be a(n) ______ good/service. specialty unsought shopping convenience

specialty

_______ products/services are those such as an Apple iPhone, a Harley-Davidson motorcycle, or a Starbucks latte for which the consumer shows a fairly strong preference and loyalty and will go out of the way to find that specific brand.

specialty

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

value