mktg ch 12 – Flashcards
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Brand ___________ is a customer's favorable attitude toward a specific brand and, depending on its strength, some likelihood of the consistent purchase of this brand. a. loyalty b. equity c. awareness d. personality e. quality
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a
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The weakest level of brand loyalty is brand a. recognition. b. insistence. c. equity. d. trial. e. preference.
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a
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The three levels of brand loyalty from strongest to weakest are a. preference, insistence, recognition. b. insistence, recognition, preference. c. insistence, preference, recognition. d. recognition, preference, insistence. e. insistence, preference, indifference.
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c
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When a customer is aware that a brand exists and considers it a possibility if his preferred brand is out, he exhibits brand a. loyalty. b. insistence. c. preference. d. acknowledgement. e. recognition.
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e
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A customer who really wants to buy a certain brand but will settle for others if her first choice is unavailable displays brand a. recognition. b. acceptance. c. preference. d. insistence. e. acknowledgement.
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c
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A customer must have a particular brand and will accept no substitutes. This is termed brand a. preference. b. loyalty. c. insistence. d. recognition. e. requirement.
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c
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What degree of brand loyalty is the strongest and most desired by marketers? a. Preference b. Requirement c. Awareness d. Insistence e. Recognition
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d
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The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand a. loyalty. b. value. c. share. d. equity. e. association.
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d
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Elements that help create brand equity include all of the following except brand a. quality. b. associations. c. loyalty. d. recognition. e. awareness.
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d
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Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's _____ than an unfamiliar brand. a. inept set b. loyalty set c. preference group d. brand group e. consideration set
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e
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Private distributor, generic, and manufacturer are the three types of a. equity. b. brands. c. producers. d. packaging. e. trade names.
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b
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A ___________ brand usually requires a producer to become involved in distribution, promotion, and pricing decisions. a. dealer b. manufacturer c. private distributor d. store e. wholesaler
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b
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Another common name for a private distributor brand is a ______ brand. a. home b. manufacturer c. generic d. store e. label
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d
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Private distributor brands are owned by a. manufacturers only. b. manufacturers and retailers. c. wholesalers only. d. manufacturers and wholesalers. e. wholesalers or retailers.
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e
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The major characteristic of a private brand is that a. only retailers initiate and own the brand. b. manufacturers are not identified on the product. c. producers become involved with the marketing mix. d. producers price the product. e. wholesalers encourage producers to make the product available.
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b
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Of the different types of brands, the one that has experienced the most steady growth is a. manufacturer. b. producer. c. generic. d. private distributor. e. imitator.
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d
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A product that is simply labeled with the product category is considered a a. private brand. b. no-name product. c. generic brand. d. poor quality item. e. lean manufacturer brand.
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c
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Which of the following is a primary factor specific to services in choosing a brand name? a. The service brand is usually the same as the company name so it must be flexible enough to fit several services. b. The name must convey an image of great customer service because this is more important for services than for goods. c. The name should be distinctive and set the company apart from potential competitors. d. Shortness and conciseness are extremely important when choosing brand names for services so that they can easily be remembered. e. Service brands are much more difficult to protect legally, so marketers must focus on creating brands with made-up words or a combination of letters and numbers.
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a
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What is the most protectable brand type as determined by a series of court decisions? a. Generic b. Suggestive c. Descriptive d. Arbitrary e. Fanciful
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e
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The brand name Hamburger Helper would most likely be considered a. arbitrary. b. generic. c. suggestive. d. descriptive. e. fanciful.
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c
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Through a series of court decisions, a hierarchy of brand protection based on brand type has been created. These brand types include all but which of the following? a. Arbitrary b. Descriptive c. Fanciful d. Generic e. Symbolic
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e
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Besides generic names, what other types of names are very difficult to protect? a. Names created by the company b. Surnames and geographic names c. Arbitrarily chosen names not related to the product d. Arbitrarily chosen names related closely to the product e. Names that contain shapes and colors
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b
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The well-known brand AT&T (American Telephone and Telegraph) would most likely be classified as a. fanciful. b. generic. c. descriptive. d. suggestive. e. arbitrary.
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c
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Registration of a trademark with the U.S. Patent and Trademark Office protects trademarks domestically for ____ years with indefinite renewals. a. two b. thirty c. eighteen d. five e. ten
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e
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Which of the following laws was enacted by Congress in 1988 to strengthen trademark protection? a. Brand Protection Act b. Lanham Act c. Trademark Infringement Act d. Trademark Law Revision Act e. U.S. Patent and Trademark Act
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d
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The most recent act passed by Congress that addresses the protection of trademarks is the a. Lanham Act. b. Trademark Law Revision Act. c. Counterfeit Protection Act. d. U.S. Patent and Trademark Act. e. Fair Trademark and Brand Name Usage Act.
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b
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Which of the following types of products would be the most difficult to brand? a. Wheat b. Soap c. DVD players d. Automobiles e. Tax preparation services
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a
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When a firm uses a policy of naming each product differently, this strategy is called ___________ branding. a. brand-extension b. family c. differentiated d. individual e. new-product
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d
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A major advantage of using individual branding is that a. the promotion of one of the company's brands will also promote the company's other brands. b. this branding policy will prevent the overextension of a brand name to products that are completely unrelated to the original. c. a poor quality product will not contaminate all of the company's other products with negative images. d. a specific brand name for each product will help the company grow during times of economic recession. e. the quality of one of the company's products will help increase the perceived quality image of the company's other related products.
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c
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When ___________ branding is used, each of a firm's products is branded with at least part of the same name. a. individual b. trademark c. family d. selective e. brand-extension
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c
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When Anheuser-Busch added Michelob Light to the line of Michelob beers, the firm was using ___________ branding. a. brand-extension b. individual c. exclusive d. selective e. existing
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a
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When a firm uses an existing brand name as part of a brand name for a new product, this is called ___________ branding. a. brand-extension b. licensed c. family d. individual e. new-product
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a
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Gorton's sells Gorton's Fish Sticks, Gorton's Fish Fillets, and Gorton Grilled Fish. This is an example of a. family branding. b. shared naming. c. individual branding. d. brand extension. e. single branding.
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a
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Lysol Basin, Tub, and Tile Cleaner and Lysol Disinfectant Spray exemplify a. private branding. b. product brand marks. c. family branding. d. individual branding. e. wholesaler branding.
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c
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___________ occurs when two or more brands are placed on a single product. a. Brand extension b. Brand licensing c. Line family branding d. Co-branding e. Cohort branding
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d
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When a product tries to capitalize on the brand equity of two separate brands, marketers are using a. licensing. b. dual-branding. c. partnerships. d. brand extension. e. co-branding.
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e
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Which of the following issues is least important in using co-branding effectively? a. The brands involved should represent a complementary fit in a customer's mind. b. The brands that are teamed together should not lose their individual identities. c. The brands involved should be owned by different companies. d. Co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. e. Co-branding should take advantage of the distribution capabilities of the brands involved.
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c
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Betty Crocker Brownie mix that contains real Hershey's syrup is an example of a. brand extension. b. brand licensing. c. co-branding. d. individual branding. e. line family branding.
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c
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A co-branded product from Ruffles potato chips and Chiquita bananas would likely fail because a. neither of these brands is very well known to consumers. b. their products are not complementary. c. they are both food products. d. this co-branding will not provide product differentiation. e. the market segment for this product is too vast
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b
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An agreement in which one company allows another to use its brand on other products for a fee is called a. co-branding. b. brand extension. c. brand licensing. d. trademark licensing. e. cooperative branding.
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c
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In a brand licensing arrangement, the licensee is responsible for a. providing the brand name to another organization for use in promoting products. b. collecting the royalties from sales of the licensed products. c. half of the financial losses in the event that the licensed brand is a failure. d. the production, but not the marketing of the licensed product. e. the manufacturing, marketing, and financing of the licensed product.
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e
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The development of a container and graphic design for a product is called a. licensing. b. labeling. c. preparing. d. packaging. e. distributing.
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d
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The most important function of packaging is a. offering convenience to customers. b. protecting the product and maintaining its functionality. c. covering the product. d. communicating information to the customer. e. attracting the attention of the customer.
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b
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Individual-sized boxes and packages that do not require refrigeration are both benefits of the ____ function of packaging. a. protection b. reusability c. cost effectiveness d. safety e. convenience
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e
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When designing a package, which characteristic is least important? a. An association with the company's brand mark b. Cost-effectiveness c. Environmental responsiveness d. Safety e. The value it has as a promotional tool
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a
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A firm may decide that all packages should be similar and include one major element of the same design. This approach to promote an overall company image is called a. family extension. b. family packaging. c. overall packaging. d. package extension. e. selective packaging.
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b
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All packaging must at a minimum a. protect and preserve the contents in the package. b. clearly communicate the contents and the product's benefits. c. be tamper-proof and safe for children. d. comply with the FDA's packaging regulations. e. be made out of the most cost-effective materials available.
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d
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To promote overall company image, packages of Pillsbury cake and cookie mixes have similar designs and colors. This approach is known as a. family branding. b. brand managing. c. line consistency. d. family packaging. e. product grouping.
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d
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In marketing, family packaging means a. packaging products in a quantity suitable for use for an average-sized family. b. putting a set of related products all in the same package. c. making all of a company's or product line's packaging look similar. d. putting the same brand name on all a company's products. e. designing and selling only products that are related.
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c
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Choosing appropriate colors for packaging best serves to enhance the _____ function of packaging. a. convenience b. safety c. cost effectiveness d. protection e. promotional
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e
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Packaging is most important, as a strategic tool, for a. consumer convenience products. b. consumer shopping products. c. industrial products. d. consumer specialty products. e. services.
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a
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A package that can be used again for a different purpose than its original function is called a a. reusable container. b. innovative package. c. second-round package. d. secondary-use package. e. dual purpose package.
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d
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A secondary-use package is defined as one that a. can be used as a promotional tool. b. can be reused for purposes other than its initial use. c. facilitates transportation, storage, and handling for middlemen. d. is recyclable and environmentally safe. e. promotes an overall company image.
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b
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___________ packaging means that the product is packaged in line with the packaging practices associated with a particular product category. a. Category-consistent b. Category-specific c. Innovative d. Multiple-category e. Selective
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a
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Customers will more easily recognize a new product as belonging to a particular product category if the marketers use a. family branding. b. innovative packaging. c. category-consistent packaging. d. category labeling. e. product category packaging.
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c
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Multiple packaging is a. likely to decrease serving size. b. the same as family packaging. c. likely to increase demand. d. the most effective type of packaging for decreasing demand. e. the most expensive type of packaging.
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c
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Twin-packs and six-packs are examples of a. family packaging. b. group packaging. c. package bundling. d. family branding. e. multiple packaging.
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e
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Multiple packaging encourages a. the consumer to try the product several times. b. higher consumption of all products. c. infrequent purchases. d. easier handling and storing of all products. e. environmentally responsible behavior.
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a
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Packaging that is designed to flow through the distribution channel easily is called ____ packaging. a. category-consistent b. multiple c. innovative d. handling-improved e. logistic
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d
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The overall challenge for marketers when developing packaging is to a. make it as attractive as possible to the target market of the product. b. create effective, convenient packaging that appeals to customers and keeps costs low. c. find ways to reduce costs as much as possible for packaging without letting safety suffer. d. always be more innovative than the competitors in order to make a product stand out. e. ensure that product damage is minimized during distribution.
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b
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The series of thick and thin lines that electronically identify many products is called a(n) a. stock keeping unit. b. brand name identifier. c. universal product code. d. price bar. e. inventory control symbol.
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c
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