Q&A Hero

Q: Discuss the benefits for organizations by organizing related items into product lines.

Q: The Crayola brand is currently placed on a wide variety of products, including crayons (standard and fluorescent colors packaged in a wide variety of box sizes), markers (regular and washable), paints (watercolor and acrylic), scissors, glue, and children's clothing. Using Crayola as an example, describe the concepts of product item, product line, and product mix.

Q: Compare and contrast search quality, experience quality, and credence quality. Describe their significance for the marketing of services.

Q: Services have four unique characteristics that distinguish them from goods. Name and briefly define each of these four characteristics. Use the example of an airline to help describe each of the four characteristics.

Q: What is the difference between a homogeneous shopping product and a heterogeneous shopping product? Give specific examples of products that fit into each category to help illustrate your answer.

Q: Name and briefly define the four categories of consumer products. For each category, list three specific examples of products that would most likely be classified in that category.

Q: Products can be classified as either business/industrial or consumer products. Explain what distinguishes business products from consumer products and why it is important to understand this distinction.

Q: How would a marketer define the term product?

Q: NARRBEGIN: Got Milk?Got Milk?Just because consumers live in a big city doesn"t mean they can"t have fresh milk right from the farm. Many dairy farms, such as Oberweis Dairy and Smith Brothers Farms, offer home delivery of fresh milk, just like in the old days. While some of these services are established and have been around since the 1920s, New York City-based Manhattan Milk started up in 2008. For $20 or more, depending on what is ordered, consumers anywhere in Manhattan can enjoy organic milk, butter, yogurt, and cheese from Pennsylvania Amish farms and eggs from Vermont. Unlike most store-bought milk, theirs is unhomogenized and free from hormones typically given to cows to produce more milk.NARRENDRefer to Got Milk? Manhattan Milk has a high _____ quality because its quality can only be assessed after its use.a. experienceb. credencec. cognitived. searche. perceptual

Q: NARRBEGIN: Got Milk?Got Milk?Just because consumers live in a big city doesn"t mean they can"t have fresh milk right from the farm. Many dairy farms, such as Oberweis Dairy and Smith Brothers Farms, offer home delivery of fresh milk, just like in the old days. While some of these services are established and have been around since the 1920s, New York City-based Manhattan Milk started up in 2008. For $20 or more, depending on what is ordered, consumers anywhere in Manhattan can enjoy organic milk, butter, yogurt, and cheese from Pennsylvania Amish farms and eggs from Vermont. Unlike most store-bought milk, theirs is unhomogenized and free from hormones typically given to cows to produce more milk.NARRENDRefer to Got Milk? Manhattan Milk is an example of a:a. retail operationb. servicec. wholesale intermediaryd. facilitatore. manufacturer

Q: NARRBEGIN: NestleNestleWhen consumers think of Nestle, they probably think of chocolate. Historically, though, Nestle's confectionary business is its weakest area. Based in Switzerland, it is the world's largest food company, with a brand arsenal of Nescafe, Jenny Craig, Perrier, Purina, and PowerBar, just to name a few of its 30 product lines. Nestle is hoping to become the "world's leading health, nutrition, and wellness firm" by spending billions of dollars on research and development of functional foods--foods that have pharmaceutical-like capabilities to enhance energy and heart, bone, gut, and other health. Nestle wants consumers to see chocolate as a pharmaceutical product rather than just a treat. Part of this new focus includes streamlining their product mix by selling underperforming items or lines that do not fit its new direction. Critics claim this new focus could hurt the company's existing brands if the new products fail. Additionally, it may be an uphill battle convincing consumers that a company known for indulgence is now a wellness company.NARRENDRefer to Nestle. One new product Nestle intends to introduce includes fiber added to chocolate. The packages will include the fact that each chocolate bar contains 5 grams of fiber and the various health benefits of including more fiber in one's diet. Which form of labeling will this perform?a. persuasiveb. informationalc. regulatoryd. competitivee. perceptive

Q: NARRBEGIN: NestleNestleWhen consumers think of Nestle, they probably think of chocolate. Historically, though, Nestle's confectionary business is its weakest area. Based in Switzerland, it is the world's largest food company, with a brand arsenal of Nescafe, Jenny Craig, Perrier, Purina, and PowerBar, just to name a few of its 30 product lines. Nestle is hoping to become the "world's leading health, nutrition, and wellness firm" by spending billions of dollars on research and development of functional foods--foods that have pharmaceutical-like capabilities to enhance energy and heart, bone, gut, and other health. Nestle wants consumers to see chocolate as a pharmaceutical product rather than just a treat. Part of this new focus includes streamlining their product mix by selling underperforming items or lines that do not fit its new direction. Critics claim this new focus could hurt the company's existing brands if the new products fail. Additionally, it may be an uphill battle convincing consumers that a company known for indulgence is now a wellness company.NARRENDRefer to Nestle. What adjustment to its product mix is Nestle doing when it sells underperforming items?a. product line extensionb. product line contractionc. product pruningd. product line retractione. functional modification

Q: NARRBEGIN: NestleNestleWhen consumers think of Nestle, they probably think of chocolate. Historically, though, Nestle's confectionary business is its weakest area. Based in Switzerland, it is the world's largest food company, with a brand arsenal of Nescafe, Jenny Craig, Perrier, Purina, and PowerBar, just to name a few of its 30 product lines. Nestle is hoping to become the "world's leading health, nutrition, and wellness firm" by spending billions of dollars on research and development of functional foods--foods that have pharmaceutical-like capabilities to enhance energy and heart, bone, gut, and other health. Nestle wants consumers to see chocolate as a pharmaceutical product rather than just a treat. Part of this new focus includes streamlining their product mix by selling underperforming items or lines that do not fit its new direction. Critics claim this new focus could hurt the company's existing brands if the new products fail. Additionally, it may be an uphill battle convincing consumers that a company known for indulgence is now a wellness company.NARRENDRefer to Nestle. After developing these new, functional products, Nestle will have to change consumers' perceptions of its brands because it is known for indulgence, not wellness. Nestle will have to _____ itself.a. reinventb. repositionc. renamed. modifye. standardize

Q: NARRBEGIN: NestleNestleWhen consumers think of Nestle, they probably think of chocolate. Historically, though, Nestle's confectionary business is its weakest area. Based in Switzerland, it is the world's largest food company, with a brand arsenal of Nescafe, Jenny Craig, Perrier, Purina, and PowerBar, just to name a few of its 30 product lines. Nestle is hoping to become the "world's leading health, nutrition, and wellness firm" by spending billions of dollars on research and development of functional foods--foods that have pharmaceutical-like capabilities to enhance energy and heart, bone, gut, and other health. Nestle wants consumers to see chocolate as a pharmaceutical product rather than just a treat. Part of this new focus includes streamlining their product mix by selling underperforming items or lines that do not fit its new direction. Critics claim this new focus could hurt the company's existing brands if the new products fail. Additionally, it may be an uphill battle convincing consumers that a company known for indulgence is now a wellness company.NARRENDRefer to Nestle. Nestle's quest is to make some of its existing products more nutritious and provide a health benefit. This is an example of which type of product modification?a. style modificationb. extensive modificationc. brand modificationd. ingredient modificatione. functional modification

Q: NARRBEGIN: NestleNestleWhen consumers think of Nestle, they probably think of chocolate. Historically, though, Nestle's confectionary business is its weakest area. Based in Switzerland, it is the world's largest food company, with a brand arsenal of Nescafe, Jenny Craig, Perrier, Purina, and PowerBar, just to name a few of its 30 product lines. Nestle is hoping to become the "world's leading health, nutrition, and wellness firm" by spending billions of dollars on research and development of functional foods--foods that have pharmaceutical-like capabilities to enhance energy and heart, bone, gut, and other health. Nestle wants consumers to see chocolate as a pharmaceutical product rather than just a treat. Part of this new focus includes streamlining their product mix by selling underperforming items or lines that do not fit its new direction. Critics claim this new focus could hurt the company's existing brands if the new products fail. Additionally, it may be an uphill battle convincing consumers that a company known for indulgence is now a wellness company.NARRENDRefer to Nestle. Some of Nestle's products include bottled water, candy, and coffee, which would be classified as what type of consumer products?a. heterogeneous shopping productsb. homogeneous shopping productsc. convenience productsd. specialty productse. unsought products

Q: NARRBEGIN: Hardie SidingHardie Siding ProductsJames Hardie began selling fiber cement siding products in the United States in 1989 to leading builders, lumberyards, and home improvement centers. Even though ads guaranteed the product would not rot or crack for 50 years, many builders hated the product. It was heavy to install, and it showed every flaw in a bad framing job. In 1997, Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong, weather-resistant materials. Soon consumers began asking their builders or remodelers to use the product. Trade ads were used to explain how builders could take advantage of the interest created by the ads in lifestyle magazines. By 2000, the Hardieplank was the number one brand siding in North America. James Hardie is now the third most recognized brand of building material in the world.NARRENDRefer to Hardie Siding Products. What type of warranty is Hardie offering in its promotions?a. impliedb. responsivec. intangibled. expresse. valid

Q: NARRBEGIN: Hardie SidingHardie Siding ProductsJames Hardie began selling fiber cement siding products in the United States in 1989 to leading builders, lumberyards, and home improvement centers. Even though ads guaranteed the product would not rot or crack for 50 years, many builders hated the product. It was heavy to install, and it showed every flaw in a bad framing job. In 1997, Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong, weather-resistant materials. Soon consumers began asking their builders or remodelers to use the product. Trade ads were used to explain how builders could take advantage of the interest created by the ads in lifestyle magazines. By 2000, the Hardieplank was the number one brand siding in North America. James Hardie is now the third most recognized brand of building material in the world.NARRENDRefer to Hardie Siding Products. Since all of the siding products sold by Hardie are sold under the Hardie brand name, it is clear that the company uses a _____ strategy.a. family brandingb. private brandingc. business brandingd. cobrandinge. repositioning

Q: NARRBEGIN: Hardie SidingHardie Siding ProductsJames Hardie began selling fiber cement siding products in the United States in 1989 to leading builders, lumberyards, and home improvement centers. Even though ads guaranteed the product would not rot or crack for 50 years, many builders hated the product. It was heavy to install, and it showed every flaw in a bad framing job. In 1997, Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong, weather-resistant materials. Soon consumers began asking their builders or remodelers to use the product. Trade ads were used to explain how builders could take advantage of the interest created by the ads in lifestyle magazines. By 2000, the Hardieplank was the number one brand siding in North America. James Hardie is now the third most recognized brand of building material in the world.NARRENDRefer to Hardie Siding Products. By changing the focus of its promotion from the building industry to homeowners who saw their homes as sources of security, warmth, and stability, Hardie Siding used a _____ strategy.a. market penetrationb. repositioningc. product penetrationd. harvestinge. divestment

Q: NARRBEGIN: Hardie SidingHardie Siding ProductsJames Hardie began selling fiber cement siding products in the United States in 1989 to leading builders, lumberyards, and home improvement centers. Even though ads guaranteed the product would not rot or crack for 50 years, many builders hated the product. It was heavy to install, and it showed every flaw in a bad framing job. In 1997, Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong, weather-resistant materials. Soon consumers began asking their builders or remodelers to use the product. Trade ads were used to explain how builders could take advantage of the interest created by the ads in lifestyle magazines. By 2000, the Hardieplank was the number one brand siding in North America. James Hardie is now the third most recognized brand of building material in the world.NARRENDRefer to Hardie Siding Products. Hardie now makes multiple types of fiber-cement siding products. There are different widths, textures, and profiles. The different types of siding the company makes are called its product:a. lineb. mixc. reference pointd. iteme. standardization

Q: NARRBEGIN: Hardie SidingHardie Siding ProductsJames Hardie began selling fiber cement siding products in the United States in 1989 to leading builders, lumberyards, and home improvement centers. Even though ads guaranteed the product would not rot or crack for 50 years, many builders hated the product. It was heavy to install, and it showed every flaw in a bad framing job. In 1997, Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong, weather-resistant materials. Soon consumers began asking their builders or remodelers to use the product. Trade ads were used to explain how builders could take advantage of the interest created by the ads in lifestyle magazines. By 2000, the Hardieplank was the number one brand siding in North America. James Hardie is now the third most recognized brand of building material in the world.NARRENDRefer to Hardie Siding Products. Hardieplank siding is an example of a product:a. lineb. mixc. reference pointd. iteme. standardization

Q: NARRBEGIN: Hardie SidingHardie Siding ProductsJames Hardie began selling fiber cement siding products in the United States in 1989 to leading builders, lumberyards, and home improvement centers. Even though ads guaranteed the product would not rot or crack for 50 years, many builders hated the product. It was heavy to install, and it showed every flaw in a bad framing job. In 1997, Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong, weather-resistant materials. Soon consumers began asking their builders or remodelers to use the product. Trade ads were used to explain how builders could take advantage of the interest created by the ads in lifestyle magazines. By 2000, the Hardieplank was the number one brand siding in North America. James Hardie is now the third most recognized brand of building material in the world.NARRENDRefer to Hardie Siding Products. Hardieplank siding is best described as a(n) _____ product.a. businessb. specialtyc. unsoughtd. shoppinge. convenience

Q: Refer to Choice Homes, Inc. In a recent survey, Choice Homes' customers indicated that they thought their homes were high quality, made lots of referrals to friends, and planned to buy a Choice Classic or Reflections home in the future. The customers' reactions indicate that Choice Homes has achieved:a. generic statusb. private brand statusc. brand equityd. superficial skillse. brand superiority

Q: Refer to Choice Homes, Inc. Choice Homes is considering the development of a new category of small homes designed to replace low-income housing in the inner city. This strategy represents a: a. quality modification b. product line extension c. style modification d. product line contraction e. functional modification

Q: Refer to Choice Homes, Inc. Choice Homes is considering acquiring a mortgage and title company to add to its marketing power in selling homes. This acquisition would expand the firm's: a. product mix width b. line breadth c. product item width d. product line length e. product breadth

Q: Refer to Choice Homes, Inc. The three different brands of homes (Choice, Choice Classic, and Reflections) represent the firm's: a. line portfolio b. mix depth c. line breadth d. product line e. product itemization

Q: Choice Homes, Inc.NARRBEGIN: Choice Homes, Inc.Choice Homes, Inc.Choice Homes, Inc., based in Texas, built its reputation by building high-quality new homes, often at prices less than "used" ones. Choice Homes used mass-purchasing power, innovative high-tech communications among employees to coordinate the building process, and other entrepreneurial strategies to hold costs down. Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the "American Dream" of home ownership for the same price as rent. Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-income couples. The Choice Classic name was designed to capitalize on the reputation of Choice Homes, especially for current Choice home owners who are ready to "move up" to a larger home. Recently, Choice Homes started a third line of homes called "Reflections," which are expensive, custom-designed homes located in exclusive, prestigious neighborhoods.NARRENDRefer to Choice Homes, Inc. Kurt McKinney has just received a large inheritance and wants to have his "dream" home built. He knows exactly the architectural design he wants. He wants a particular Reflections home. The type of consumer product he wishes to buy is best classified as a(n):a. shopping productb. convenience productc. nondurable goodd. specialty producte. unsought product

Q: NARRBEGIN: Alberto Culver CompanyAlberto Culver CompanyThe Alberto Culver Company manufactures a wide variety of products from hairspray to seasonings. A large number of these products are intended for personal use. The company is divided into three key divisions: toiletries, household, and professional. The toiletries division sells hair care brands such as Alberto VO5, Alberto, and Bold Hold. Additionally, this division handles the FDS line of feminine deodorant products. The household division sells brands such as Mrs. Dash seasonings, Papa Dash salt substitute, Baker's Joy, Sugar Twin, and Static Guard. The professional division sells brands such as Tresemme, TCB, and Indola. Each of the brands listed above contains many individual products with varying formulations, such as the Alberto styling products, which include mousse, gel, spritz, spray-in conditioner, and hairspray.NARRENDRefer to Alberto Culver Company. Why would the Alberto Culver Company be interested in increasing its product depth?a. to capitalize on economies of scale in productionb. to attract buyers with different preferencesc. to increase sales and profits by further segmenting the marketd. to capitalize on economies of scale in marketinge. to do all of these things

Q: NARRBEGIN: Alberto Culver CompanyAlberto Culver CompanyThe Alberto Culver Company manufactures a wide variety of products from hairspray to seasonings. A large number of these products are intended for personal use. The company is divided into three key divisions: toiletries, household, and professional. The toiletries division sells hair care brands such as Alberto VO5, Alberto, and Bold Hold. Additionally, this division handles the FDS line of feminine deodorant products. The household division sells brands such as Mrs. Dash seasonings, Papa Dash salt substitute, Baker's Joy, Sugar Twin, and Static Guard. The professional division sells brands such as Tresemme, TCB, and Indola. Each of the brands listed above contains many individual products with varying formulations, such as the Alberto styling products, which include mousse, gel, spritz, spray-in conditioner, and hairspray.NARRENDRefer to Alberto Culver Company. If a marketer looks only at the toiletries division and notes the brands and items within only that division, he or she is analyzing the _____ of the product line.a. widthb. lengthc. depthd. levelse. consistency

Q: NARRBEGIN: Alberto Culver CompanyAlberto Culver CompanyThe Alberto Culver Company manufactures a wide variety of products from hairspray to seasonings. A large number of these products are intended for personal use. The company is divided into three key divisions: toiletries, household, and professional. The toiletries division sells hair care brands such as Alberto VO5, Alberto, and Bold Hold. Additionally, this division handles the FDS line of feminine deodorant products. The household division sells brands such as Mrs. Dash seasonings, Papa Dash salt substitute, Baker's Joy, Sugar Twin, and Static Guard. The professional division sells brands such as Tresemme, TCB, and Indola. Each of the brands listed above contains many individual products with varying formulations, such as the Alberto styling products, which include mousse, gel, spritz, spray-in conditioner, and hairspray.NARRENDRefer to Alberto Culver Company. The toiletries, household, and professional divisions compose Alberto Culver's product mix:a. depthb. lengthc. widthd. reliabilitye. consistency

Q: NARRBEGIN: Alberto Culver CompanyAlberto Culver CompanyThe Alberto Culver Company manufactures a wide variety of products from hairspray to seasonings. A large number of these products are intended for personal use. The company is divided into three key divisions: toiletries, household, and professional. The toiletries division sells hair care brands such as Alberto VO5, Alberto, and Bold Hold. Additionally, this division handles the FDS line of feminine deodorant products. The household division sells brands such as Mrs. Dash seasonings, Papa Dash salt substitute, Baker's Joy, Sugar Twin, and Static Guard. The professional division sells brands such as Tresemme, TCB, and Indola. Each of the brands listed above contains many individual products with varying formulations, such as the Alberto styling products, which include mousse, gel, spritz, spray-in conditioner, and hairspray.NARRENDRefer to Alberto Culver Company. All the products that Alberto Culver sells in each of its three divisions is the company's product:a. itemb. depthc. widthd. mixe. marketing consistency

Q: NARRBEGIN: Alberto Culver CompanyAlberto Culver CompanyThe Alberto Culver Company manufactures a wide variety of products from hairspray to seasonings. A large number of these products are intended for personal use. The company is divided into three key divisions: toiletries, household, and professional. The toiletries division sells hair care brands such as Alberto VO5, Alberto, and Bold Hold. Additionally, this division handles the FDS line of feminine deodorant products. The household division sells brands such as Mrs. Dash seasonings, Papa Dash salt substitute, Baker's Joy, Sugar Twin, and Static Guard. The professional division sells brands such as Tresemme, TCB, and Indola. Each of the brands listed above contains many individual products with varying formulations, such as the Alberto styling products, which include mousse, gel, spritz, spray-in conditioner, and hairspray.NARRENDRefer to Alberto Culver Company. The moisturizing version of Alberto mousse could be called a:a. product mixb. product itemc. product depthd. product widthe. product consistency

Q: NARRBEGIN: Alberto Culver CompanyAlberto Culver CompanyThe Alberto Culver Company manufactures a wide variety of products from hairspray to seasonings. A large number of these products are intended for personal use. The company is divided into three key divisions: toiletries, household, and professional. The toiletries division sells hair care brands such as Alberto VO5, Alberto, and Bold Hold. Additionally, this division handles the FDS line of feminine deodorant products. The household division sells brands such as Mrs. Dash seasonings, Papa Dash salt substitute, Baker's Joy, Sugar Twin, and Static Guard. The professional division sells brands such as Tresemme, TCB, and Indola. Each of the brands listed above contains many individual products with varying formulations, such as the Alberto styling products, which include mousse, gel, spritz, spray-in conditioner, and hairspray.NARRENDRefer to Alberto Culver Company. Based on their intended use, Alberto Culver's toiletries division products could best be classified as _____ products.a. industrialb. consumerc. businessd. conveniencee. unsought

Q: Under the _____, all sales have an implied warranty.a. Label Lawb. Lanham Actc. Bill of Rightsd. Good Housekeeping Seale. Uniform Commercial Code

Q: Shane had every reason to believe the antacid he purchased would relieve his stomach problems if he followed the directions on the box. This is an example of a(n): a. implied warranty b. functional label c. persuasive label d. express warranty e. universal warranty

Q: The statement on the toothpaste box that brushing twice a day with this paste will remove 90 percent of all tartar from the user's teeth is an example of a(n): a. implied warranty b. functional label c. UPC disclaimer d. express warranty e. universal warranty

Q: The label on Darwin's new blazer that reads "Will Not Shrink" is an example of a(n) _____ warranty. a. descriptive b. limited c. implied d. express e. superfluous

Q: Lands' End, a catalog retailer, offers a written satisfaction guarantee on all merchandise it sells. In other words, Lands' End gives its customers a(n) _____ warranty. a. implied b. descriptive c. limited d. full e. express

Q: Which type of warranty is a written guarantee? a. complete b. express c. implied d. explicit e. primary

Q: Three aspects of packaging that are especially important in international marketing are labeling, aesthetics, and: a. price b. length of distribution channel c. counterfeiting potential d. warranties e. climate considerations

Q: All of the following are functions of universal product codes (UPCs) EXCEPT: a. allow scanners to match codes with brand names, package sizes, and prices b. print product and price information on cash register tapes c. assist retailers in preparing records of customer purchases d. allow retailers to accurately track sales and control inventories e. provide the detailed nutritional information required by the FDA

Q: Which of the following statements about bar codes is true? a. Bar codes are also called universal pricing codes (UPCs). b. Bar codes were first used in 2000. c. Bar codes can be read by optical scanners. d. Bar codes cannot be used as a marketing research tool. e. all of these statements about bar codes is true.

Q: Mia's new raincoat contains a label that reads "Professional dry clean only." This is an example of a(n)_____label. a. data b. union mandated c. persuasive d. informational e. functional

Q: Statements on Kashi cereals and breakfast bars stating that the they have no artificial colors, flavors, or preservatives would most likely be an example of _____ labeling. a. primary b. required c. informational d. functional e. environmental

Q: Labeling that is deigned to help consumers make proper product selections and lower their cognitive dissonance after the purchase is referred to as: a. informational labeling b. persuasive labeling c. cognitive labeling d. rational labeling e. restrictive labeling

Q: Labels that contain standard promotional claims like "new," "improved," and "super" are examples of _____ labels. a. descriptive b. functional c. repositioning d. informational e. persuasive

Q: The two types of package labeling in common usage today are: a. informational and persuasive b. promotional and nonpromotional c. functional and persuasive d. government-mandated and seller-controlled e. motivational and required

Q: Sherwin-Williams' paint brand, Dutch Boy, has come up with a packaging innovation that is getting rave reviews. The new Twist & Pour paint is packaged in an all-plastic gallon container with an easy twist-off lid, comfortable side handle, and even a pouring spout. There's no other paint product like it on the market. This innovative packaging was most likely designed for which of the following functions? a. facilitate product use and convenience b. contain and protect the product c. reduce environmental damage d. facilitate recycling e. promote the product

Q: All of the following are functions of packaging EXCEPT: a. contain and protect the product b. guarantee product quality c. facilitate recycling and reduce environmental damage d. promote the product e. facilitate product storage, use, and convenience

Q: Kleenex is a brand name for a well-known brand of facial tissue. People often refer to Kleenex as if it were the product name. The company that makes Kleenex may someday find its brand name becoming a(n): a. equity brand b. certified name c. trademark d. faux brand e. generic product name

Q: When a product name becomes generic: a. the firm must use black-and-white packaging b. competitors are prohibited by law from using the trademark c. the price will have to drop to appeal to lower-income consumers d. the product name is no longer recognized as the exclusive property of one firm e. a firm can reapply for exclusive trademark protection at the U.S. Patent Office

Q: A _____ is a legal term indicating the owner's exclusive right to use a brand name or other identifying mark. a. trademark b. patent c. brand d. private brand e. right of warranty

Q: Butterball, a well-known brand of turkey, advertised Ocean Spray cranberry sauce in it's magazine ads and depicted suggested usage with its turkey. This is an example of which type of cobranding? a. ingredient b. complementary c. family d. captive e. product-use

Q: Suppose ForeverLawn joins Choice Home, house builder, in a joint promotional campaign. Both Choice Homes and ForeverLawn are equally mentioned in the advertisements and marketing materials. At the end of the campaign one lucky person will win a Choice Home with a ForeverLawn synthetic lawn. To register, consumers need to visit either ForeverLawn.com or Choicehomes.com. This type of joint promotion is known as _____ branding. a. cooperative b. ingredient c. umbrella d. complementary e. family

Q: Which of the following describes cooperative branding? a. when advertising identifies a brand as a part that makes up another product b. when two brands receive equal treatment, borrowing from each other's brand equity c. when products are advertised together to suggest usage together d. when advertising identifies a brand that should not be used with another product e. when advertising identifies a family of brands

Q: Rosa's husband Phil has a cold. Rosa went to the store to buy something that would help Phil sleep. Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapor rub. The package showed both the Breathe Right and the Vicks brand names. This is an example of _____ branding. a. equity b. ingredient c. family d. private e. functional

Q: Jennifer purchased Cascade 2-in-1 ActionPacs for her dishwasher. The packaging said the product combines the scrubbing power of Cascade with the grease fighting power of Dawn dishwashing detergent. What type of cobranding does this product represent? a. cooperative b. complementary c. piggyback d. ingredient e. synergistic

Q: Maureen purchased a package of Bounce fabric sheets with Febreeze citrus scent. Since both brands were prominently listed on the package, this would be an example of: a. equity branding b. cobranding c. conjunctive branding d. private branding e. complementary branding

Q: Which of the following entails placing two or more brand names on a product or its package? a. family branding b. private branding c. dual-code branding d. cobranding e. complimentary branding

Q: Most people recognize Butterball as a brand of turkey, but Butterball brand is also found on fresh turkey breast cuts, turkey sausages, ground turkey, lunchmeat cold cuts, fresh marinated bone-in, boneless, and whole chicken, frozen chicken products, and Butterball stuffing and gravy mixes. Butterball uses: a. dealer branding b. brand grouping c. family branding d. generic branding e. cobranding

Q: When a company markets several different products under the same brand name, it is referred to as a(n) _____ brand. a. family b. generic c. bargain d. dealer e. umbrella

Q: Procter & Gamble makes Gain laundry detergent for people who like a strong scent and Dreft for those who want a gentle detergent for their baby's clothes. It is using a(n) _____ strategy. a. individual branding b. family branding c. combination branding d. trademarked branding e. private branding

Q: Heinz is a leading global food manufacturer. It manufactures and markets Farleys (baby food), Jack Daniel's Sauces, and Weight Watcher's Foods (diet/slimming meals and supplements). The use of these brand names instead of the Heinz name is an example of a(n) _____ branding strategy. a. individual b. synergistic c. umbrella d. family e. piggyback

Q: When a company uses different brand names for different products, it is using _____ branding. a. private b. generic c. compound d. family e. individual

Q: Which of the following statements describes an advantage to retailers associated with developing their own brands? a. Dealers must market the brand, thus cutting into the gross margin. b. Higher gross margins are available on private brands. c. Private brands, particularly those owned by discounters, are perceived to be of a higher quality. d. Dealers often buy in large quantities and thus always have a ready supply. e. Private brands are normally delivered more promptly by the manufacturer.

Q: A small chain of supermarkets in the western United States sells only manufacturers' brands. Which of the following is one of the arguments you could have used to dissuade the supermarket chain owner from selling only manufacturers' brands? a. A well-known manufacturers' brand will not enhance the chain's image. b. Manufacturers rarely spend money advertising the brand name to consumers. c. Manufacturers typically offer a lower gross margin than could be earned on private label brands. d. Manufacturers force the chain to carry a large in-store inventory. e. Relying on the manufacturer or wholesaler to deliver a national brand quickly is optimistic at best.

Q: Which type of private label brand carries no evidence of a retailer's affiliation, is manufactured by a third party, and is sold exclusively at the retailer? a. captive brand b. complementary brand c. cooperative brand d. exclusive brand e. generic brand

Q: Wal-Mart sells many health and beauty aid products under the name, Equate. This brand can only be purchase in Wal-Mart stores and is an example of a(n) _____ brand. a. manufacturers' b. international c. family d. private e. corporate

Q: A(n) _____ brand is one owned by the wholesaler or retailer. a. intermediate b. private c. generic d. corporate e. primary

Q: Campbell's, Nature Valley, Honda, and Lipton products are examples of _____ brands because of who owns them. a. manufacturers' b. private c. family d. individual e. master

Q: The brand name of a manufacturer is known as a(n) _____ brand. a. private b. manufacturer's c. individual d. captive e. family

Q: Brand loyalty can: a. increase product diffusion b. encourage competition c. shorten the amount of time a product spends in the maturity stage d. help ensure repeat sales e. sell a bad product

Q: A consumer who consistently and repeatedly purchases the same brand is said to have: a. brand loyalty b. product equity c. product loyalty d. product repetition e. store loyalty

Q: What is the best generator of repeat sales? a. advertising b. sales promotion c. brand equity d. satisfied customers e. global brand

Q: Rexona, marketed by Unilever (a Dutch company), is the world's number-one deodorant brand. The brand is a leader in Europe, South America, Asia, Africa, and the Middle East. Rexona is an example of a: a. master brand b. global brand c. cannibalized brand d. standard brand e. family brand

Q: A(n) _____ refers to brands where at least one third of the product is sold outside the home country. a. evoked set b. global brand c. equity brand name d. master brand e. ethnocentric trademark

Q: According to recent market research, Google is one of the most valuable brands in the world. According to this research, the company and its well-known name are worth about $86 billion. This research indicates that Google has high _____. a. brand loyalty hierarchy b. evoked set c. brand quality standards d. perceptual expectations e. brand equity

Q: The value of company and brand names is referred to as: a. brand equity b. brand loyalty c. brand power d. brand equivalency e. brand strength

Q: A Boston diamond distributor has developed the first branded diamond called Hearts on Fire to help smaller retailers counter the volume jewelers' aggressive price discounting. This move is meant to: a. take away trademark rights b. build product identity and customer loyalty c. create a catchy phrase to promote diamonds d. combat the quality appeal of generic products e. combat low-cost production of generic brands

Q: The _____ is the element of a brand that cannot be spoken. a. brand mark b. trademark c. brand equity d. quality mark e. intangible product

Q: A _____ is the part of the brand that can be spoken. a. brand equity b. service mark c. trademark d. brand name e. certification mark