Chapter 11

  1. A ______is considered anything of value to a consumer and can be offered through a voluntary market exchange?

a)Product

b)Good

c)Service

d)Trade

  1. What is at the center of the product complexity model?

a)Packaging/future design

b)Brand name quality level

c)Core customer value

d)Product support

  1. Marketers convert core customer value into ______.

a)Actual product

b)Material

c)Money

d)Research

  1. Which of the following are types of consumer products?

a)Specialty products

b)Shopping products

c)Convenience products

d)All of the above

  1. The product mix reflects the ______of products lines

a)Breadth

b)Value

c)Depth

d)Both A and C

  1. ______represents a count of the number of product lines offered by the firm.

a)Depth

b)Breadth

c)Specific number

d)None of the above

  1. Which of the following are ways brands add value for both consumers and the firm?

a)Brands facilitate purchase

b)Brands establish loyalty

c)Brands are assets

d)All of the above

  1. The value of a brand turns into ______.

a)Profit

b)Brand equity

c)Sales

d)Increased loyalty

  1. Which of the following measures how many consumers in the market are familiar with the brand and what it stands for and has an opinion about it?

a)Brand knowledge

b)Brand loyalty

c)Brand awareness

d)Brand attentiveness

10. The perceived value of a brand is the relationship between a product’s or service’s ______and its ______.

a)Brand, value

b)Benefits, cost

c)Price, value

d)Benefits, quality

11. What occurs when a customer buys the same brand’s product or service repeatedly over time rather than buy from multiple suppliers within the same category?

a)Brand association

b)Brand ownership

c)Brand loyalty

d)Family Brands

12. What are the two basic brand ownership strategies?

a)Manufacturer brands and Retailer/store brands

b)Manufacturer brands and National brands

c)Individual brands and Family Brands

d)National brands and Store brands

13. A ______extension is the use of the same brand name within the same product line and represents an increase in a product line’s depth.

a)Brand

b)Original

c)Co-branding

d)Line

14. Kellogg’s Special K, Kellogg’s Froot Loops, and Kellogg’s Rice Krispies are examples of what kind of brand?

a)Family Brand

b)Individual Brand

c)Private Brand

d)Store Brand

15. ______on products and packages provide information to customer needs for his or her purchase decision and consumption of the product.

a) slogans

b) labels

c) logos

d) symbols

16. What is a risk of Co-branding?

  1. Customers of each brand are too different
  2. Companies hate each other
  3. Cant figure out how to split revenue evenly
  4. Stubborn upper-level management

17. What is the secondary package?

  1. Exterior carton
  2. Toothpaste tube
  3. Wrapper
  4. Both A and C

18. What is another name for brand repositioning?

  1. Moving
  2. Segmenting
  3. Rebranding
  4. Targeting

19. In Brand Licensing what does the firm allow another firm to use?

  1. Brand Name
  2. Logo
  3. Symbol
  4. All of the above

20. What is a negative possibility of a brand extension?

  1. Brand Dilution
  2. Companies merge
  3. Line extension
  4. None of the above

KEY

1. A

2. C

3. A

4. D

5. D

6. B

7. D

8. B

9. C

10. B

11. C

12. A

13. D

14. A

15. B

16. A

17. D

18. C

19. D

20. A