Marketing Chapter 10
A bottle of water represents which type of product? a. Unsought product b. Convenience product c. Specialty product d. Shopping product
b
For which type of products are consumers reluctant to accept substitutes? a. Shopping b. Specialty c. Convenience d. Unsought
b
Target's brand, Archer Farms, is considered which type of brand? a. Co-brand b. Private brand c. Manufacturer's brand d. Individual brand
b
a name, term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from competitors' products
brand
the value of a company or brand name
brand equity
consistent preference for one brand over all others
brand loyalty
the elements of a brand that cannot be spoken
brand mark
that part of a brand that can be spoken, including letters, words, and numbers
brand name
A washing machine is likely to be considered which type of product? a. Specialty product b. Convenience product c. Shopping product d. Unsought product
c
Campbell's product mix includes soups, sauces, frozen entrees, beverages, and biscuits. The number of different types of soups offered by Campbell's represents the company's _________ in that product line. a. height b. width c. depth d. breadth
c
The part of the brand which can be spoken is known as the ______________ a. Brand loyalty b. Brand equity c. Brand name d. Brand mark
c
a brand manufactured by a third party for an exclusive retailer, without evidence of that retailer's affiliation
captive brand
placing two or more brand names on a product or its package
co-branding
a relatively inexpensive item that merits little shopping effort
convenience product
A product that requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores is called a ________________. a. Unsought product b. Specialty product c. Convenience product d. Shopping product
d
All products that an organization sells is known as a _______________. a. Specialty product b. Product line c. Shopping product d. Product mix
d
The Nike swoosh symbol represents which part of the brand? a. Brand name b. Brand equity c. convenience product d. Brand mark
d
a written guarantee
express warranty
marketing several different products under the same brand name
family branding
a specific version of a product that can be designated as a distinct offering among an organization's products
product item
a group of closely related product items
product line
the number of product items in a product line
product line depth
adding additional products to an existing product line in order to compete more broadly in the industry
product line extension
all products that an organization sells
product mix
the number of product lines an organization offerd
product mix width
changing one or more of a product's characteristics
product modification
a trademark for a service
service mark
a product that requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores
shopping product
a particular item for which consumers search extensively and are very reluctant to accept substitutes
speciality product
the exclusive right to use a brand or part of a brand
trademark
a series of thick and thin vertical lines (bar codes) readable by computerized optical scanners that represent numbers used to track product
universal product codes (UPCs)
a product unknown to the potential buyer or a known product that the buyer does not actively seek
unsought product
a confirmation of the quality or performance of a good or service
warranty
everything, both favorable and unfavorable, that a person receives in an exchange
product
A written guarantee that confirms the quality or performance of a good or service is which type of warranty? a. Express warranty b. Explicit warranty c. Implied warranty d. Limited warranty
a
identifies a product by class or type and cannot be trademarked
generic product name
a brand that obtains at least one-third of its earnings from outside its home country, is recognizable outside its home base of customers, and has publicly available marketing and financial data
global brand
an unwritten guarantee that the good or service is fit for the purpose for which it was sold
implied warranty
using different brand names for different products
individual branding
a type of package labeling designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase
informational labeling
the brand name of a manufacturer
manufacturer's brand
a type of package labeling that focuses on a promotional theme or logo, and consumer information is secondary
persuasive labeling
the practice of modifying products so those that have been already been sold become obsolete before they actually need replacement
planned obsolescence
a brand name owned by a wholesaler or a retailer
private brand
