Marketing Chapter 11

One of the categories of products for which brand extension is especially logical is

The complete Set of all Products offered by a firm is called its

Jack developed a toothpaste using only natural ingredients, and he has been quite successful selling the product in health food stores and some grocery stores. He has recently developed a toothbrush using bamboo and natural components. Jake is considering a _____, giving the toothbrush the same brand name as the toothpaste in order to have greater brand awareness.

Another name for a manufacturer's brand is a(n) ____ brand.

The potential benefits of brand extension do NOT include

Consumers might not realize that Old Spice health and wellness products and Iams pet nutrition products are made by the same company—Procter & Gamble. Old Spice and Iams are known as

Brand dilution occurs when

Nora is deciding whether to purchase brand name sneakers or a store brand. She has purchased other shoes with the same brand name in the past but was only marginally satisfied. In this situation, Nora is likely to purchase the store brand sneakers because they offer

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

A ____ is a group of associated items that consumers tend to use together or think of as part of a group of similar products

____ occurs when the brand extension adversely affects consumer perceptions about the attributes of the core brand

Marketers selling milk, bread, and other consumer staples, know most customers do not spend much time searching or comparing alternatives. For most consumers, these are _____________ goods.

For many years, General Electric had a corporate strategy of being among the top three firms in any market in which it operated; if it could not achieve a top- three position, it would exit the market. This strategy often resulted in the company ____ when certain product lines failed to meet this expectation

For marketers, one of the benefits of having achieved brand loyalty is

A ____ is a name, symbol, design, or term that identifies a seller's good or service as distinct from those of other sellers

For a major university, undergraduate studies, graduate studies, and professional programs would be __________ within the university's product mix.

Which of the following is NOT part of the "actual product" level of the product offer?

A ____ is one where there is a contractual arrangement between firms allowing one to use its brand name for a fee.

____ is the set of assets and liabilities linked to a brand that add or subtract from the value provided by the product or service

When manufacturers try to understand what customers are looking for, they are thinking about the _______ component of the product offer.

A firm's product mix breadth is its

Brand extension is a popular marketing strategy necause

Marketers need to think about the product offer on three levels. Which of the following levels includes associated services such as warranties, financing, support, and after-sale service?

Which of the following best describes when Johnson & Johnson introduces a travel-sized package for its existing baby oil product?

Frequent buyer/user award programs are used to

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

A product is ____ that can be offered through a voluntary marketing exchange

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

____ is another term fro private-label brands

Zappos, an online shoe company, knows shoes are typically a(n) ___ good, with consumers often spending time comparing alternatives. They overcome that aspects of consumers' search process by offering a free, no questions asked return policy

Which of the following is not one of the four criteria used for determining how "good" a brand is?

Marco tried a new fruit-flavored beverage and thought it was awful. He was especially disappointed because he had liked the dried fruit snacks marketed under the same brand name. Now he wasn't sure he even wanted to buy the snacks he had liked before. This highlights a problem in branding known as

Private-label brands like Gap and Victoria's Secret have increased in importance along with the increased power of ___________ in the supply chain.

When a salesperson approaches you to sell a cemetery plot, this is considered what type of product?