Question 1

A promotion was launched to position French's as a fun line of condiments for a variety of everyday usage occasions.Its promotions showed vignettes of families,children and older Americans enjoying foods flavored with French's Deli Style,Dijon Style and Honey Mustard flavors as well as its Classic Yellow mustard.The fact that all of these mustards have the French's brand is an example of:

Accepted Answer

Family branding occurs when a manufacturer markets different products under the same umbrella name.

Question 2

Maiden form Brands is a global intimate apparel company that designs,sources and markets intimate apparel products such as bras,panties and "shape wear" under the Maiden form,Flexes and Lilyette brand names.Maiden form is able to use a multiple brand strategy that provides access to the faster-growing mass market channel without diluting the strong positive opinions and feelings that its consumers,distributors,dealers and competitors have and have had for a long time for the Maiden form,Flexes and Lilyette brands.In other words,Maiden form and its major brands have strong:

Accepted Answer

Brand equity is the totality of what consumers,distributors,dealers and competitors feel and think about a brand over an extended period of time.

Question 3

The difference between McCormick's brand of spices and Penzey's brand of spices is: Penzey's brand differentiates itself by providing cooks with a helpful monthly magazine that shows them how to make the most effective use of spices in their recipes.This is an example of a:

Accepted Answer

Differences between products that are readily apparent to the consumer are called perceptible differences.The Penzey's monthly magazine makes the difference between its spices and McCormick's brands readily apparent.

Question 4

The most recent trend in new candy bars is candy bars laded with caffeine.In March 2008,Hershey Company,a large candy manufacturer,introduced a brand of high-caffeinated candy under the Starbucks brand name.What type of banding strategy is Hershey's using with this new product?

Accepted Answer

Licensed brands: Brand names that other companies can buy the right to use.Hershey's has paid a substantial fee to Starbucks for the right to use its company's brand.

Question 5

In the _____ stage of the product life cycle,the marketplace becomes saturated with competing products and the number of new customers dwindles and industry sales reach a plateau.

Accepted Answer

In the maturity stage,the marketplace becomes saturated with competing products and the number of new customers dwindles,so industry sales reach a plateau.

Question 6

When Hannah buys almond soap from a vendor at an arts and crafts show and the vendor that sells the soap is actually the person who made the soap from scratch,it is an example of:

Accepted Answer

When manufacturers sell directly to end users or consumers,it is called direct distribution.

Question 7

The _____ stage of the product life cycle is characterized by rapid market expansion,more and more customers,a decrease in total advertising expenditures as a percentage of total sales.

Accepted Answer

When sales volume begins to rise rapidly,the product enters the growth stage.This period is characterized by rapid market expansion as more and more customers,stimulated by mass advertising and word-of-mouth,make their first,second,and third purchases.As a percentage of total sales,advertising expenditures should decrease,and individual firms will realize their first substantial profits.

Question 8

Another name for manufacturer's brands is:

Accepted Answer

Because it is so expensive for manufacturers to market national brands (also called manufacturer's brands),some companies use a private-labeling strategy.

Question 9

The only place you can find Joe Boxer brand home products,targeting younger audiences and the Hispanic-oriented brand Thalia Sodi is at Kmart stores.Joe Boxer and Thalia Sodi are both examples of:

Accepted Answer

Private labels are typically sold at lower prices in large retail chains.The retailer is responsibility for the brands image.

Question 10

A(n)_____ comprises all the firms and individuals that take responsibility for the product as it moves from the producer to the consumer.

Accepted Answer

Distribution channel: The network of all the firms and individuals that take title,or assist in taking title,to the product as it moves from the producer to the consumer.

Question 11

Bose manufactures and markets home theater systems surround sound stereos and audio accessories.The company prices its products higher than most other brands on the market to make its products seem more valuable and of a higher quality.In other words,Bose uses:

Accepted Answer

Setting a high price to make a product seem more valuable is an example of psychological pricing.Image advertising may be used to justify the higher price.

Question 12

There are many different brands of candy on the shelves of most supermarkets.The manufacturer of Dale Jr.'s Big Mo candy bars,a sweet treat aimed at NASCAR fans;hope to create _____ so that its customers will perceive why it is a better brand of candy than all the rest on the market.

Accepted Answer

Selective demand: Consumer demand for the particular advantages of one brand over another.Marketers emphasize selective demand in the maturity stage.They want consumers to buy particular brands.

Question 13

Maiden form Brands is a global intimate apparel company that designs,sources and markets intimate apparel products such as bras,panties and "shape wear" under the Maiden form,Flexes,Layette,Sweet Nothings,Rendezvous,Subtract,Body mates and Self Expressions brand names.Which branding strategy does Maiden form use?

Accepted Answer

Individual brand: Assigning a unique name to each product a manufacturer produces.Maiden form has established an individual brand for each product line it manufactures.

Question 14

The differences between Golden Harvest brand canning jars and Mason brand canning jars is not readily visible.Both are made of heavy glass that will not break easily.Through its advertising Golden Harvest advertises that its jars are made with a glass that is 100 percent free of all impurities.In this way,Golden Harvest is using _____ to differentiate its product from those of the Mason brand.

Accepted Answer

Hidden differences: Imperceptible but existing differences that may affect the desirability of a product.The difference in the brand of canning jars is not readily visible to the naked eye.

Question 15

While you cannot find DVD players at every retail outlet,you can find them at discount stores,electronic stores,appliance stores and department stores.What kind of distribution is used for DVD players?

Accepted Answer

Selective distribution: Strategy of limiting the distribution of a product to select outlets in order to reduce distribution and promotion costs.Selective distribution limits the number of outlets through which a product can be purchased.

Question 16

With the common usage of personal computers and keyboards,electric typewriters and products to correct mistyped letters and symbols have entered the _____ stage of their product life cycle.

Accepted Answer

Decline stage: The stage in the product life cycle when sales begin to decline due to obsolescence,new technology,or changing consumer tastes.

Question 17

For which of the following products is its manufacturer most likely to use intensive distribution?

Accepted Answer

Intensive distribution: A distribution strategy based on making the product available to consumers at every possible location so that the consumers can buy with a minimum of effort.Consumers buy products sold through intensive distribution with minimal effort.

Question 18

If you look at an organically-grown tomato and one that has been chemically-enhanced,you can easily see the difference-one is perfectly formed and uniformly red and the other is not.In terms of product differentiation,this is an example of a:

Accepted Answer

Differences between products that are readily apparent to the consumer are called perceptible differences.The differences between the two tomatoes are readily apparent from simply looking at them.

Question 19

The basic goal of a positioning strategy is to:

Accepted Answer

The basic goal of positioning strategy is to own a word that establishes the product in the prospect's mind.

Question 20

_____ is the totality of what consumers,distributors,dealers and competitors feel and think about a brand over an extended period of time.

Accepted Answer

Brand equity: The totality of what consumers,distributors,dealers,and competitors feel and think about a brand over an extended period of time;in short,it is the value of the brand's capital.

Quiz 4: Segmentation,Targeting,and the Marketing Mix