Chapter 11
1. A _________ is considered anything of value to a consumer and can be offered
through a voluntary market exchange?
a)
b)
c)
d)
Product
Good
Service
Trade
2. What is at the center of the product complexity model?
a)
b)
c)
d)
Packaging/future design
Brand name quality level
Core customer value
Product support
3. Marketers convert core customer value into _____________.
a)
b)
c)
d)
Actual product
Material
Money
Research
4. Which of the following are types of consumer products?
a)
b)
c)
d)
Specialty products
Shopping products
Convenience products
All of the above
5. The product mix reflects the ___________ of products lines
a)
b)
c)
d)
Breadth
Value
Depth
Both A and C
6. ___________ represents a count of the number of product lines offered by the
firm.
a)
b)
c)
d)
Depth
Breadth
Specific number
None of the above
7. Which of the following are ways brands add value for both consumers and
the firm?
a)
b)
c)
d)
Brands facilitate purchase
Brands establish loyalty
Brands are assets
All of the above
8. The value of a brand turns into ____________.
a)
b)
c)
d)
Profit
Brand equity
Sales
Increased loyalty
9. 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)
b)
c)
d)
Brand knowledge
Brand loyalty
Brand awareness
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)
b)
c)
d)
Brand association
Brand ownership
Brand loyalty
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?
A.
B.
C.
D.
Customers of each brand are too different
Companies hate each other
Cant figure out how to split revenue evenly
Stubborn upper-level management
17. What is the secondary package?
A.
B.
C.
D.
Exterior carton
Toothpaste tube
Wrapper
Both A and C
18. What is another name for brand repositioning?
A.
B.
C.
D.
Moving
Segmenting
Rebranding
Targeting
19. In Brand Licensing what does the firm allow another firm to use?
A.
B.
C.
D.
Brand Name
Logo
Symbol
All of the above
20. What is a negative possibility of a brand extension?
A. Brand Dilution
B. Companies merge
C. Line extension
D. 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