Question 1

What are consumers likely to do if they perceive an inexpensive brand to have about the same quality as a premium brand?

Accepted Answer

The perceived value,which is consumer's relationship between price and quality,will be greater for the inexpensive brand,leading to increased demand for the less expensive brand.

Question 2

If Eddie Bauer stores allowed a travel company to market adventure travel using the Eddie Bauer brand name,what would Eddie Bauer be doing?

Accepted Answer

Eddie Bauer would be involved in brand licensing.

Question 3

Though most universities are nonprofit organizations,they are engaged in marketing strategy choices,just like businesses.For example,universities must decide if they should increase or decrease product mix breadth,or increase or decrease product line depth.Using your university,describe a real or plausible example of each of these four potential changes.

Accepted Answer

Answers will vary,but an increase in product mix breadth involves adding a new product line.Depending on the size of the university and the number of degrees,this might involve adding a new department or a new school.An increase in product line depth might be to add a new major in a department or school,or a new program within a department (such as a degree that can be earned online).

Question 4

Brands that are owned by ___________ are called private-label brands.

Accepted Answer

A)  manufacturers 
B)  wholesalers 
C)  supply chain specialists 
D)  retailers 
E)  manufacturer's reps 
A)  manufacturers 
B)  wholesalers 
C)  supply chain specialists 
D)  retailers 
E)  manufacturer's reps

Question 5

Procter & Gamble is a huge national brand manufacturer.By owning its brands like Tide and Crest,P&G

Accepted Answer

A)  can monopolize store brands. 
B)  has greater opportunity to dictate retail pricing. 
C)  has greater control over its marketing strategy. 
D)  can increase brand dilution. 
E)  can eliminate any local competition. 
A)  can monopolize store brands. 
B)  has greater opportunity to dictate retail pricing. 
C)  has greater control over its marketing strategy. 
D)  can increase brand dilution. 
E)  can eliminate any local competition.

Question 6

Shell MasterCard,created cooperatively by Shell Oil Company and MasterCard,is an example of

Accepted Answer

A)  co-branding. 
B)  brand extraction. 
C)  brand collusion. 
D)  a generic brand. 
E)  brand dilution. 
A)  co-branding. 
B)  brand extraction. 
C)  brand collusion. 
D)  a generic brand. 
E)  brand dilution.

Question 7

A _______ refers to the use of the same brand in a different product line.

Accepted Answer

A)  line extension 
B)  brand extension 
C)  product mix extension 
D)  co-brand 
E)  brand license 
A)  line extension 
B)  brand extension 
C)  product mix extension 
D)  co-brand 
E)  brand license

Question 8

What aspect of the product is being described when a used-car salesperson explains that each car comes with a one-year extended warranty and a two-year maintenance plan?

Accepted Answer

A)  actual product 
B)  associated services 
C)  product style 
D)  product position 
E)  product concept 
A)  actual product 
B)  associated services 
C)  product style 
D)  product position 
E)  product concept

Question 9

Why would a company like Walmart have a difficult time repositioning itself as a retailer of quality,stylish clothing?

Accepted Answer

Repositioning involves changing a brand'

Question 10

Creating brand awareness is the first step in creating brand equity.Political candidates know name recognition is critical to success-particularly for incumbents to get reelected.If you were a marketing adviser to a challenger for the congressional seat in your district,what would you recommend the candidate do to create brand/name awareness?

Accepted Answer

Answers will vary,but the text states,"M

Question 11

Define convenience,shopping,and,unsought products and give an example of each.

Accepted Answer

Convenience products/services are those

Question 12

Marketers with luxury brands use brand extension cautiously in order to avoid

Accepted Answer

A)  brand licensing fees. 
B)  exclusive co-branding arrangements. 
C)  diluting the core brand. 
D)  private-label branding disputes. 
E)  product line extension limitations. 
A)  brand licensing fees. 
B)  exclusive co-branding arrangements. 
C)  diluting the core brand. 
D)  private-label branding disputes. 
E)  product line extension limitations.

Question 13

Sales of private-label brands continue to increase,particularly in big-box stores such as Costco and Trader Joe's.

Accepted Answer

A) True 
 B)False

Question 14

Parents of young children have been known to drive out of their way so their kids will not see McDonald's Golden Arches and plead with their parents to stop.For McDonald's,the Golden Arches reduce marketing costs because people (including young children)

Accepted Answer

A)  have memorized the McDonald's menu. 
B)  prefer yellow to other colors. 
C)  know what the Golden Arches brand symbol means. 
D)  recognize increases in product line depth. 
E)  are sensitive to brand repositioning. 
A)  have memorized the McDonald's menu. 
B)  prefer yellow to other colors. 
C)  know what the Golden Arches brand symbol means. 
D)  recognize increases in product line depth. 
E)  are sensitive to brand repositioning.

Question 15

All of the following are considered part of the "actual product" level of the product offer except

Accepted Answer

A)  product warranty. 
B)  features. 
C)  design. 
D)  quality. 
E)  brand name. 
A)  product warranty. 
B)  features. 
C)  design. 
D)  quality. 
E)  brand name.

Question 16

Natalie is designing a primary package for her new peanut butter popcorn.From a consumer's perspective,what should the packaging provide?

Accepted Answer

From a consumer's pe

Question 17

Brand equity is calculated by subtracting sales of generic brands from the sales of branded items in a category.

Accepted Answer

A) True 
 B)False

Question 18

One important purpose of a brand is to

Accepted Answer

A)  sell advertising space. 
B)  minimize product line depth needed to be effective. 
C)  increase consumer recognition and awareness of product offerings. 
D)  reduce product packaging. 
E)  meet government regulations. 
A)  sell advertising space. 
B)  minimize product line depth needed to be effective. 
C)  increase consumer recognition and awareness of product offerings. 
D)  reduce product packaging. 
E)  meet government regulations.

Question 19

What do the following brands have in common: Scotch tape,Kleenex tissues,and Xerox copiers?

Accepted Answer

They are all examples of brand

Question 20

Kendra is taking a backpacking trip across Europe.She wants to make sure that the backpack she chooses is the best one for her adventure,so she is spending a considerable amount of time comparing alternatives to make sure she selects the best one.For Kendra,this backpack represents what type of product?

Accepted Answer

A)  convenience 
B)  unsought 
C)  shopping 
D)  luxury 
E)  routine 
A)  convenience 
B)  unsought 
C)  shopping 
D)  luxury 
E)  routine

What are consumers likely to do if they perceive an inexpensive brand to have about the same quality as a premium brand?

If Eddie Bauer stores allowed a travel company to market adventure travel using the Eddie Bauer brand name,what would Eddie Bauer be doing?

Brands that are owned by ___________ are called private-label brands.

Procter & Gamble is a huge national brand manufacturer.By owning its brands like Tide and Crest,P&G

Shell MasterCard,created cooperatively by Shell Oil Company and MasterCard,is an example of

A _______ refers to the use of the same brand in a different product line.

What aspect of the product is being described when a used-car salesperson explains that each car comes with a one-year extended warranty and a two-year maintenance plan?

Why would a company like Walmart have a difficult time repositioning itself as a retailer of quality,stylish clothing?

Define convenience,shopping,and,unsought products and give an example of each.

Marketers with luxury brands use brand extension cautiously in order to avoid

Sales of private-label brands continue to increase,particularly in big-box stores such as Costco and Trader Joe's.

Parents of young children have been known to drive out of their way so their kids will not see McDonald's Golden Arches and plead with their parents to stop.For McDonald's,the Golden Arches reduce marketing costs because people (including young children)

All of the following are considered part of the "actual product" level of the product offer except

Natalie is designing a primary package for her new peanut butter popcorn.From a consumer's perspective,what should the packaging provide?

Brand equity is calculated by subtracting sales of generic brands from the sales of branded items in a category.

One important purpose of a brand is to

What do the following brands have in common: Scotch tape,Kleenex tissues,and Xerox copiers?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing,corporate Social Responsibility,and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation,targeting,and Positioning

Marketing Research

Developing New Products

Services: the Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising,public Relations,and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 11: Product,branding,and Packaging Decisions

What are consumers likely to do if they perceive an inexpensive brand to have about the same quality as a premium brand?

If Eddie Bauer stores allowed a travel company to market adventure travel using the Eddie Bauer brand name,what would Eddie Bauer be doing?

Brands that are owned by ___________ are called private-label brands.

Procter & Gamble is a huge national brand manufacturer.By owning its brands like Tide and Crest,P&G

Shell MasterCard,created cooperatively by Shell Oil Company and MasterCard,is an example of

A _______ refers to the use of the same brand in a different product line.

What aspect of the product is being described when a used-car salesperson explains that each car comes with a one-year extended warranty and a two-year maintenance plan?

Why would a company like Walmart have a difficult time repositioning itself as a retailer of quality,stylish clothing?

Define convenience,shopping,and,unsought products and give an example of each.

Marketers with luxury brands use brand extension cautiously in order to avoid

Sales of private-label brands continue to increase,particularly in big-box stores such as Costco and Trader Joe's.

Parents of young children have been known to drive out of their way so their kids will not see McDonald's Golden Arches and plead with their parents to stop.For McDonald's,the Golden Arches reduce marketing costs because people (including young children)

All of the following are considered part of the "actual product" level of the product offer except

Natalie is designing a primary package for her new peanut butter popcorn.From a consumer's perspective,what should the packaging provide?

Brand equity is calculated by subtracting sales of generic brands from the sales of branded items in a category.

One important purpose of a brand is to

What do the following brands have in common: Scotch tape,Kleenex tissues,and Xerox copiers?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing,corporate Social Responsibility,and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation,targeting,and Positioning

Marketing Research

Developing New Products

Services: the Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising,public Relations,and Sales Promotions

Personal Selling and Sales Management

Filters