MKT CHAPTER 11

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

Acme chips and Acme dips

Ideas for sustainable packaging include which of the following?

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

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

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

Associated products

________ reflects the mental and emotional link that consumers make between a brand and its key product attributes.

Brand association.

________ measures how many consumers in a market are familiar with the brand and what it stands for and have an opinion about it.

Brand awareness

Rolex goes to great lengths to protect itself and its products through the use of trademarks and copyrights. This best represents which advantage of branding?

Brands are assets.

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

Consumer products

Branding enables a firm to do which of the following?

Differentiate its product offerings Make consumers aware of available products

The primary federal agency that reviews food and package labels to ensure that the claims made by the manufacturer are true is the

Food and Drug Administration.

A strong brand protects firms from which of the following?

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

Which traits are true of ALL products?

Offered through a marketing exchange Something that a customer values

What are the two basic types of brand ownership strategies?

Retailer/store brands Manufacturer brands

______ packaging is better for the environment than traditional packaging.

Sustainable

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

The basic benefits consumers are seeking

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

The core customer value

In the grocery store, you can see the Kraft name on its Kraft Mayo and on Kraft salad dressings. Having the Kraft name on various products is an example of the use of

a family brand.

When marketers carefully develop a set of product attributes such as the brand name, features/design, and quality level of an offering, they are developing the

actual product.

When marketers develop nonphysical aspects of an offering by adding warranties, financing, and after-sales service, they are focusing on the

augmented product.

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

In 2005, Frito-Lay came out with a Cheetos flavored lip balm in a failed attempt at extending its brand to a new product line. To the extent that this brand extension adversely affected consumers' perceptions about its current product lines, this could lead to

brand dilution.

The set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service is referred to as

brand equity.

Hidden Valley is well known for its Ranch dressing. The company also makes and markets seasoning packets, dips, and pasta salads. This represents a ________ strategy.

brand extension

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 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 licensing

Star Wars memorabilia has been continually successful since the first film was released in the 1970s, and the most recent film releases have led to a massive increase in sales. This is an example of

brand licensing.

A marketer who wants to improve a brand's fit with its target segment or boost the vitality of old brands would most likely use a _______ strategy.

brand repositioning

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

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

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

co-branding

When Taco Bell teams up with Doritos chips for its Doritos Locos Tacos and advertises them with the Doritos name alongside the Taco Bell name, it is an example of

co-branding.

When Madison purchases several bottles of Pepsi beverages and snacks to bring to her family's holiday celebration, it represents the purchase of

consumer products.

Ajay never spends a lot of time or thought picking up lunch when he is at work. For him, lunch items would be considered to be ________ products.

convenience

When bicycle manufacturer, Giant, determines that some consumers use bikes for green transportation whereas others use them for a hobby, it is most likely assessing the ________ of its bicycles to consumers.

core customer value

If a firm deletes an entire product line, it has

decreased its breadth.

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

differentiate

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

equity

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

extension

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.

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.

family brand

In response to increased consumer demand for healthful beverages, Coca-Cola and Pepsi introduced new product lines of fruit juices in order to ________ their product mix.

increase the breadth of

Dasani produces a variety of bottled water beverages, and as the market continues to show growth potential for new flavors and varieties of bottled water, the company should ________ its product lines.

increase the depth of

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

Nike develops its merchandise, produces it to ensure consistent quality, and invests in a marketing program to establish an appealing brand image. Nike is an example of a ________ brand.

manufacturer

The majority of the brands marketed in the United States are ________ brands.

manufacturer

The product ______ is the complete set of all products and services offered by a firm.

mix

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

mix or depth

Target's A New Day women's clothing line provides higher quality apparel at Target-level pricing, enhancing the product's

perceived value.

As the size of retail firms has increased through growth and consolidation, more retailers have developed ________ merchandise, which they use to establish a distinctive identity.

private-label

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

product

Founded in 1842, Mott's started selling apple juice in 1938, and now offers a wide variety of apple-based products in its product line. Mott's, over the years, increased its

product line depth.

General Mills has a variety of brands in its snacks category, including Chex, Nature Valley, Fiber One, and Cascadian Farm. This represents a

product line.

The complete set of 'General Mills' offerings includes cereal, toaster pastries, snacks, soup, yogurt, and baking products. This represents its

product mix.

For most products, the label is used for ______.

promotion and branding

Brand repositioning is also known as ______.

rebranding

For most products, the UPC code is located on the ________ package.

secondary

Claudia spent a lot of time shopping for her wedding dress, devoting considerable time and effort visiting some of the finest bridal shops in her area. For Claudia, her wedding dress is a(n) ________ product.

specialty

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

true

Insurance companies expend a lot of effort marketing their offerings, mainly due to the fact that insurance is a(n) ________ that consumers don't normally think about much.

unsought product