12-14

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Terms in this set (...)

a. Brand recognition
At which level of brand loyalty is advertising often used heavily to promote a product?
a. Brand recognition
b. Brand preference
c. Brand insistence
d. Brand equity
c. Brand preference
Jim stops at the local convenience store on his way home to buy a six-pack of beer. He goes in thinking he will purchase his usual brand, but ends up buying another because it is on sale. What stage of brand loyalty is Jim presently at?
a. Brand insistence
b. Brand awareness
c. Brand preference
d. Brand recognition
a. characterized by plain labels, little or no advertising, and no brand names.
Generic products are:
a. characterized by plain labels, little or no advertising, and no brand names.
b. identified through a brand name owned by a manufacturer or other producer.
c. typically national brands sold exclusively by a single retail chain.
d. identified through a brand name owned by a wholesaler or retailer.
c. typically national brands sold exclusively by a single retail chain.
Generic products are:
a. characterized by plain labels, little or no advertising, and no brand names.
b. identified through a brand name owned by a manufacturer or other producer.
c. typically national brands sold exclusively by a single retail chain.
d. identified through a brand name owned by a wholesaler or retailer.
d. private branding.
The Kirkland brand is owned by Costco, and the products can only be purchased at Costco stores. Costco contracts with manufacturers to produce and package products under the Kirkland name. This arrangement is called:
a. family branding.
b. individual branding.
c. generic branding.
d. private branding.
a. family
Dell manufactures and market computers and several related products, such as laptops, desktops, notebooks, and printers, all under the Dell name. This strategy is called _____ branding.
a. family
b. extension
c. individual product
d. private label
d. individual
Dawn, Joy, and Ivory are dish liquid brands manufactured by Proctor & Gamble. The branding strategy for these products is called _____ branding.
a. private
b. family
c. generic
d. individual
c. brand equity.
A company's ability to market a product successfully at a higher price is directly related to its:
a. market capitalization.
b. product relevance.
c. brand equity.
d. market share.
b. one that sells at least 20 percent outside its home country.
A global brand generally is defined as:
a. one that has production facilities in two or more non-home countries.
b. one that sells at least 20 percent outside its home country.
c. one that uses regional branding for essentially the same product.
d. one that is recognizable across the world by its unique trademark.
c. staffing the sales force, including the national sales teams assigned to major retailers.
Responsibilities of a category manager include all of the following except:
a. setting performance standards and measuring actual results against the standard.
b. defining the category based on the target market's needs.
c. staffing the sales force, including the national sales teams assigned to major retailers.
d. identifying consumer groups and the store clusters with the greatest sales potential.
b. be short and also descriptive of the product or its characteristics.
A characteristic of a good brand name is that it should:
a. avoid any specific connotation relative to product content.
b. be short and also descriptive of the product or its characteristics.
c. hold universal appeal with respect to its customers.
d. be pronounced the same in every language.
c. trademark.
A brand for which the owner claims exclusive legal protection is known as a:
a. patent.
b. copyright.
c. trademark.
d. royalty.
a. visual components that contribute to the overall look for a product.
Trade dress refers to:
a. visual components that contribute to the overall look for a product.
b. a promotional philosophy of targeting all sales efforts to the trade.
c. the general size of the packaging used by a product.
d. the correlation between a trademark and its trade name.
b. promote recycling practices.
The main role of packaging in today's marketplace includes all of the following except:
a. assisting in marketing the product.
b. promote recycling practices.
c. protecting the product from physical damage.
d. ensuring cost effectiveness.
d. locating new markets for existing products.
Packaging serves all of the following functions except:
a. enhancing shelf visibility.
b. offering convenience for the consumer.
c. deterring theft and pilfering.
d. locating new markets for existing products.
b. label
A _____ carries an item's brand name or symbol, the name and address of the manufacturer or distributor, information about the product's composition and size, and recommended uses.
a. trade dress
b. label
c. trademark
d. brand mark
d. universal product code.
The numerical bar code system used to record product and price information is known as the:
a. uniform serial bus.
b. unitized product locator.
c. unique label identifier.
d. universal product code.
a. brand extension.
The strategy of attaching a popular brand name to a new product in an unrelated product category is known as:
a. brand extension.
b. brand reinforcement.
c. brand engagement.
d. brand licensing.
c. brand licensing.
An apparel manufacturer decides to create a line of t-shirts depicting the most popular soft drinks on the market. The images would include Coke, Pepsi, Sprite, Mountain Dew, and Dr. Pepper. This venture would involve:
a. line extension.
b. brand extension.
c. brand licensing.
d. brand engagement.
d. market penetration
The _____ strategy seeks to increase sales of existing products in existing markets.
a. product development
b. market innovation
c. product diversification
d. market penetration
b. market development.
Locating new markets for existing products is called:
a. market penetration.
b. market development.
c. product development.
d. product diversification.
d. erosion of market share due to other products from the same manufacturer.
Product cannibalization is the:
a. difference in expected and actual outcome from the implementation of a market penetration strategy.
b. shrinking of a firm's market share due to competition from rivals.
c. decline in brand loyalty towards a firm due to existing market conditions.
d. erosion of market share due to other products from the same manufacturer.
a. cannibalization.
With the introduction of the Diet Pepsi brand, Pepsi was faced with decreased sales of the pre-existing original Pepsi brand. This situation is known as:
a. cannibalization.
b. market envelopment.
c. product encroachment.
d. parasitization.
b. adoption process.
Potential consumers experience a series of stages beginning with learning about a new product, trying it, and deciding whether or not to purchase it regularly. These series of stages are known as the:
a. consumer product life cycle.
b. adoption process.
c. product breakdown structure.
d. market proliferation model.
d. category manager.
Companies are beginning to replace product managers with a new position that is now responsible for profit and loss, as well as the marketing functions. The title of the new position is called:
a. brand manager.
b. product innovator.
c. marketing strategist.
d. category manager.
d. 80
The average rate of new-product failure is approximately _____ percent.
a. 25
b. 40
c. 60
d. 80
a. marketing channels; logistics and supply-chain management
The two critical components of distribution strategy are _____ and _____.
a. marketing channels; logistics and supply-chain management
b. physical distribution; relationship marketing
c. location; cost
d. warehousing; transportation
d. a marketing channel.
An organized system of marketing institutions and relationships that promotes the physical flow and ownership of goods and services from producer to consumer or business user is:
a. an intermediary institution.
b. a marketing fulfillment organization.
c. retail marketing.
d. a marketing channel.
c. risk analysis.
Physical distribution extends beyond transportation to include all of the following decision areas except:
a. inventory control.
b. material handling.
c. risk analysis.
d. protective packaging.
a. middlemen who operate between producers and consumers or business users.
Marketing intermediaries are:
a. middlemen who operate between producers and consumers or business users.
b. management consulting firms that advise producers on distribution strategy.
c. "personal shoppers" who are paid to purchase products for busy customers and businesses.
d. financial institutions that arrange for the financing of business purchases.
c. Firms producing consumer goods
Which of the following categories of organizations is likely to have the longest distribution channel?
a. Firms producing B2B products and services
b. Not-for-profit organizations
c. Firms producing consumer goods
d. Service firms
d. nonperishable items.
All of the following usually move through short channels except:
a. business products.
b. service firms.
c. not-for-profit organizations.
d. nonperishable items.
d. wholesaler to retailer to consumer.
The traditional marketing channel for consumer goods proceeds from producer to:
a. the consumer.
b. agent to wholesaler to retailer to consumer.
c. agent to the end user.
d. wholesaler to retailer to consumer.
b. manufacturers' representatives.
Small producers in the industrial market may attempt to market their offerings through large wholesalers by utilizing agents that are called:
a. industrial distributors.
b. manufacturers' representatives.
c. direct marketers.
d. auction companies.
d. dual distribution.
In addition to traditional drug stores, Dr Scholl's foot care company has decided to market through home medical care supply centers and telemarketing to podiatrists. This is an example of:
a. reverse marketing channels.
b. home marketing.
c. scrambled merchandising.
d. dual distribution.
d. intensive
The process of using every channel available to market a product is called _____ distribution.
a. exclusive
b. specialized
c. selective
d. intensive
a. tying agreement.
Lakeview Industries contracts with Marine Motor Distributors to carry their newly patented outboard engine. In exchange for exclusive dealership rights, Marine Motor has agreed to carry the full line of boating accessories offered by Lakeview. This can be described as a(n):
a. tying agreement.
b. distributor contract.
c. intensive distribution agreement.
d. exclusive geographic selling.
d. horizontal conflict.
When identically branded products are carried in competing retail pharmacies, discount houses, department stores, convenience stores, and mail-order houses, the marketing channel conflict that can result is referred to as:
a. coercive conflict.
b. vertical conflict.
c. competitive conflict.
d. horizontal conflict.
a. vertical channel conflicts
If KitchenAid established an electronic storefront where customers could purchase mixers and accessories from the company's Web site, it is likely to result in _____ with retailers.
a. vertical channel conflicts
b. horizontal channel conflicts.
c. exclusive dealing agreements
d. tying agreements
c. gray
Licensed goods manufactured abroad and then sold in the U.S. market in competition with U.S. counterparts are called _____ goods.
a. black market
b. inferior
c. gray
d. horizontal
b. backward integration.
A fast-food giant invests in potato farms in the Midwest as a means of stabilizing their raw material prices. This is an example of:
a. forward integration.
b. backward integration.
c. a tying agreement.
d. a violation of the Sherman Anti-Trust Act.
b. they have high overheads and low profit margins.
Many department stores have eliminated product categories such as toys, appliances, and furniture from their merchandise assortment because:
a. they offer a greater level of differentiation than their competitors.
b. they have high overheads and low profit margins.
c. they are not suitable for developing brand insistence.
d. they cannot be efficiently targeted at department store shoppers.
d. Slotting allowances
_____ represent nonrefundable fees grocery retailers receive from manufacturers to secure shelf space for new products.
a. Switching costs
b. Franchise fees
c. Carrying costs
d. Slotting allowances
d. markdown.
A retail store advertises that it is reducing the original selling price of select products by a small amount. This reduction in the original prices of the products by the retailer is known as:
a. depreciation.
b. writing-off.
c. underwriting.
d. markdown.
c. selling up.
When a retailer tries to convince a customer to buy a higher-priced item than he or she had originally intended, it is called:
a. cross-selling.
b. value-added selling.
c. selling up.
d. bait-and-switch.
d. suggestion selling.
Reminding a customer that the flashlight they just purchased requires batteries (which you have available for sale) would be an example of:
a. cross selling.
b. bait-and-switch.
c. Sullivan nod.
d. suggestion selling.
a. atmospherics.
The combination of physical characteristics and amenities that contribute to a store's image is called:
a. atmospherics.
b. décor.
c. tableaux.
d. logistics.
b. Chain stores
_____ are groups of retail outlets that operate under central ownership and management and
handle the same product lines.
a. Specialty stores
b. Chain stores
c. Variety stores
d. Department stores
b. Target.
All of the following retailers are considered to be category killers except:
a. Best Buy.
b. Target.
c. Bed Bath & Beyond.
d. Home Depot.
c. giant one-stop shopping facilities that offer wide selections of grocery and general merchandise products at discount prices.
Hypermarkets are:
a. somewhat smaller than the similar supercenters, averaging 180,000 square feet to the supercenters' 245,000 square feet.
b. stores that began their history selling mostly appliances but now sell soft goods, foods, and furniture.
c. giant one-stop shopping facilities that offer wide selections of grocery and general merchandise products at discount prices.
d. stores that promote to their customers using direct mail, and sell from showrooms that display samples.