Deck 8: The Product Experience: Product Strategy and Building the Brand

Question 1

If someone opened a bottle of Coke and there was no "fizz" then it would be an example of a lack of reliability.

Answer 1

False

Question 2

The key benefit of stand-alone brands is that they separate the company from the brand,which insulates the company if there is a problem with the brand.

Answer 2

True

Question 3

The three customer brand roles are conveying information,educating the customer about the product,and reassuring the customer during the purchase decision.

Answer 3

True

Question 4

One of the disadvantages of using style as a discriminator is that consumer tastes change over time and what is considered stylish can quickly lose its appeal.

Question 5

The decisions made about the product have no impact on the pricing,promotion,or distribution elements of the marketing mix.

Question 6

Overall satisfaction or dissatisfaction with a product is determined by the customer's evaluation of a product experience against a set of defined expectations.

Question 7

Companies use perceived quality only to validate a price premium.

Question 8

The major objectives of packaging are to protect the product,communicate information about the product,and encourage product use.

Question 9

If the essential benefit of a product is not met,the other value-added product experiences the marketer creates have little or no meaning to the customer.

Question 10

One of the drawbacks to a firm that benefits from brand loyal customers is that it suffers from increased long-term marketing costs giving the brand sponsor less flexibility in marketing budgets because loyal customers expect certain marketing events to occur.

Question 11

To create a brand identity there must be identifiable and meaningful differences among products.

Question 12

the time needed to decide whether to purchase them or not.

Question 13

A stock keeping unit (SKU)is a unique identification number used to track a product in the consumer's home.

Question 14

Since customers make brand connections,marketing managers generally want to extend brands to new products,irrespective of how well they fit with the existing perception of the brand as long as the extension is into a profitable category.

Question 15

One of the key aspects of labeling is the inclusion of information to meet federal,state,and local rules and regulations.

Question 16

A product line is defined as the combination of all the products offered by a company.

Question 17

A good branding strategy can overcome a product that fails to deliver on the value proposition by infusing it with a brand image.

Question 18

An analysis of the product life cycle provides information only about the historical trends in the category and not about the future market conditions.

Question 19

A brand cannot be used to expand into new product categories.

Question 20

All product life cycles take the same length of time to move through the market.

Question 21

The owners of ABC Medical Equipment have been developing the brand equity of their MRI and CAT Scan equipment.Now,when someone mentions ABC's machines,radiologists and hospital purchasing agents usually say that they have heard of ABC's offerings and are interested in learning more about them.This response signals a familiarity and potential commitment to the brand.They have achieved the _____ dimension of brand equity.

A) Brand Assets
B) Brand Association
C) Brand Awareness
D) Brand Loyalty
E) Perceived Quality

Question 22

Companies translate the essential benefit into physical,tangible elements known as the _________.

A) Augmented product
B) Core product
C) Deviated product
D) Differentiated product
E) Contrasting product

Question 23

When Apple introduced the i-Phone,in order to reach the corporate mobile user it had to develop features that would attract this market.However,it had to deal with the offerings of market leader Research in Motion.So when the engineers were designing the i-Phone,they used BlackBerry as a comparison point.This is an example of the _______ role the brand plays for the brand's competitors.

A) Invigoration
B) Education
C) Protection
D) Benchmarking
E) Categorization

Question 24

Lucky's Lettuce has spent much time and money over the past several years trying to become the premium brand for lettuce.However managers are finding it very difficult to build a strong brand because of the commodity nature of lettuce.This is an example of the ______ limitation of branding.

A) Need for meaningful differences among products
B) Failure to persuade the customer
C) Failure to overcome poorly designed products
D) Failure to protect the brand
E) Lack of brand worthy communications

Question 25

Gino always purchases clothing made by S&G Clothing.He tells others about how much he likes their clothes and the good qualities about them.When a shirt he purchased turned out to be defective,instead of switching clothing companies,he gave S&G a chance to fix the problems and still shops there.This is an example of the _____ dimension of brand equity.

A) Brand Assets
B) Brand Association
C) Brand Awareness
D) Brand Loyalty
E) Perceived Quality

Question 26

When customers see the logo of McDougal's restaurant,they think of decent food served quickly in a clean,family friendly environment.This is an example of the _______ role the brand plays for customers.

A) Reassurance
B) Education
C) Information conveyance
D) Invigoration
E) Benchmarking

Question 27

When a competitor used its logo in a disparaging way in an advertisement,XYZ brand sued the competitor.It won the suit on the basis that the competitor violated its trademark.This is an example of the _______ role the brand plays for the brand sponsor.

A) Benchmarking
B) Education
C) Protection
D) Invigoration
E) Categorization

Question 28

The marketing manager for ABC Corp.is about to launch a new product.He is concerned with coming up with a name,symbol,and design which would identify the new product and differentiate it from the competition.He is trying to come up with a(n)_____ for the product.

A) Identity
B) Characteristics
C) Personality
D) Brand
E) Unique aspects

Question 29

Tangibility refers to __________.

A) The service delivered with the product
B) The ability to create a combination of product and service
C) The physical aspect of a product
D) The value of the product in the market
E) The emotions associated with the product

Question 30

Over the years Athena Footwear had developed a reputation as a high quality brand of shoes at a moderate premium price point.Recently it decided to introduce a low-price line of shoes,however,the new line suffered from poor performance and durability,and if the shoes in the new line got wet,the colors would bleed.Because of these problems,the sales of the new line were poor and the value of Athena Footwear's brand dropped significantly.This is an example of the ______ limitation of branding.

A) Lack of meaningful differences among products
B) Failure to persuade the customer
C) Failure to overcome poorly designed products
D) Failure to protect the brand
E) Lack of brand worthy communications

Question 31

James has been to Farm Fresh Ice Cream Shops several times.Based on his previous visits,he has developed certain emotional,psychological,and performance expectations for all subsequent visits to Farm Fresh.For instance,he believes he will feel happier when he leaves than when he arrives and that the ice cream will be rich and smooth.This is an example of the _____ dimension of brand equity.

A) Brand Assets
B) Brand Association
C) Brand Awareness
D) Brand Loyalty
E) Perceived Quality

Question 32

When companies look beyond delivering great core products to creating products that enhance,extend,and encourage the customer,it is called as _______.

A) Product extension
B) Product deviation
C) Product subordination
D) Product clustering
E) Product enhancement

Question 33

Over the years,Maytag products have earned a reputation for being reliable and durable.So when John decided to buy a new Maytag washing machine,he was willing to pay more for it.This is an example of the _____ dimension of brand equity.

A) Brand Assets
B) Brand Association
C) Brand Awareness
D) Brand Loyalty
E) Perceived Quality

Question 34

Because Sony has so many different product offerings in various electronics categories,the management has found that it is helpful to use brands to keep track of products in each category.Thus,they have different brand names for their televisions,DVD players,and portable music players.This is an example of the _______ role the brand plays for the brand sponsor.

A) Benchmarking
B) Education
C) Protection
D) Invigoration
E) Categorization

Question 35

Every aspect of the product experience is evaluated by the customer and then considered against a set of ____________.

A) Peer evaluations
B) Guidelines set by the industry
C) Store features and benefits
D) Expectations
E) Societal norms

Question 36

When a product is wrong _________.

A) No amount of marketing communications will make it successful
B) Consumers will still buy it if marketed correctly
C) It is hard to charge a low enough price to earn acceptable profits
D) All members of the company have to work extra hard
E) Charging a higher price will mask the shortcomings

Question 37

__________ is considered the heart of marketing.

A) Advertisement
B) Branding
C) Product experience
D) After sale service
E) Sales

Question 38

Different target markets will view the same product _________.

A) In exactly the same way
B) In completely different ways
C) In ways that are so similar it does not matter to the marketer
D) In only economic terms
E) Rationally

Question 39

KFC is very protective of its "Seven Herbs and Spices" recipe.This intellectual property gives them a significant competitive advantage over other chicken restaurants,and the company will use any legal resource available to protect its patented formula.This is an example of the _____ dimension of brand equity.

A) Brand Assets
B) Brand Association
C) Brand Awareness
D) Brand Loyalty
E) Perceived Quality

Question 40

Because she knows that no other single product element conveys more information about the company than the brand,the marketing manager of XYZ Shoes is concerned with ____ as an integral part of the product development process.Even though XYZ offers an established product,it is defined,in large measure,by its brand,and the marketing manager works very hard to protect this critical asset.

A) Marketing imagery
B) Branding strategy
C) Customer perceptions
D) Competitive actions
E) Internal strengths

Question 41

The producers of a successful animated television program for children entered into agreements with restaurants and toy manufacturers,giving them the right to use the brand in exchange for a set fee or percentage of sales.This is an example of _______.

A) Family branding
B) Store Branding
C) Stand-alone branding
D) Co-branding
E) Licensing

Question 42

Costco and American Express joined together to offer a Costco-American Express card that allows users to get rebates on their purchases at Costco while expanding the reach of American Express to Costco members.This is an example of _______.

A) Family branding
B) Store Branding
C) Stand-alone branding
D) Co-branding
E) Licensing

Question 43

Because he always purchased Harley-Davidson Motorcycles,Cliff does not consider any other brands and makes quick decisions when he is making a purchase in this product category.This is an example of the _______ benefit of brand equity for customers.

A) Perceived Quality
B) Brand Image
C) Brand Connections
D) Perceived Bonuses
E) Brand Loyalty

Question 44

The marketing manager for DRNK Spirits decided that all the products that his company produced would carry the same brand name of Nightlife.As a result,there is Nightlife Ale,Nightlife Lager,Nightlife Vodka,Nightlife Tequila,and Nightlife Whiskey.This is an example of _______.

A) Family branding
B) Store Branding
C) Stand-alone branding
D) Co-branding
E) National Branding

Question 45

Specialty goods hold a unique place in the hierarchy of product classifications in that they __________.

A) Focus on price
B) Focus on total value
C) Are sought out by customers who are willing to search to find this particular kind of product
D) Have stores located in peculiar places
E) Are not really desired by the consumer

Question 46

Products that are relatively low-cost,purchased frequently,and for which customers have little interest in seeking new information are called _________.

A) Shopping goods
B) Convenience goods
C) Specialty goods
D) Unsought goods
E) Consenting goods

Question 47

Super-Mart decides to create its own brand of personal care products.It enters into an agreement with a large manufacturer of this type of product,to supply them with the products that will carry its newly formed brand's name.This is an example of _______.

A) Family branding
B) Store Branding
C) Stand-alone branding
D) Co-branding
E) National Branding

Question 48

Intel makes a product most people never see; however,it spent a great deal of money building its brand and now people ask for "Intel Inside." This is an example of linking the ______ benefit of brand equity to marketing strategy.

A) Perceived Quality
B) Brand Image
C) Brand Connections
D) Perceived Bonuses
E) Brand Loyalty

Question 49

When Maria purchases laundry detergent,she is able to easily recall and process information about Tide,but this does not happen for other brands because she knows and understands Tide.This is an example of the _______ benefit of brand equity for customers.

A) Perceived Quality
B) Brand Image
C) Brand Connections
D) Perceived Bonuses
E) Brand Loyalty

Question 50

Companies often use features to differentiate themselves from competitors.However,a company must balance the features customers want with __________.

A) What the competition is doing
B) The ability to manufacture the feature in a timely way
C) What they will pay at a given quality level
D) The configurations that make a positive brand look stylish
E) Whatever the current industry standard is going to be in the future

Question 51

Reliability of a product refers to the products ability to ________.

A) Work a high percentage of the time without failure or stoppage
B) Work perfectly all the time
C) Work in the most hostile environments
D) Work where they are intended to work most of the time but not all the time
E) Do exactly what the marketing communications claim

Question 52

American Express recently introduced the One card that incorporates the American Express brand as well as its own brand,One.This is an example of _____.

A) Merging
B) Store Branding
C) Combining a family brand with stand-alone branding
D) Co-branding
E) Licensing

Question 53

When a company changes the size,shape,or color of a product,it is said that the company is using _________ differentiation.

A) Style
B) Form
C) Feature
D) Engineering
E) Conceptual

Question 54

Really Big Soaps,the market leader in body wash,sells its products around the country under the same brand.This is an example of _______.

A) Family branding
B) Store Branding
C) Stand-alone branding
D) Co-branding
E) National Branding

Question 55

International Delight coffee creamers frequently adds new flavor offerings to its product offerings.This would be an example of a ______ extension.

A) Natural
B) Line
C) Random
D) Category
E) Basic

Question 56

More than any other discriminator,style offers a company the advantage of _______.

A) Being a low cost differentiator
B) Being easy to do consistently over time
C) Being able to reduce quality with greater style
D) Being difficult for competition to copy
E) Being the same over time

Question 57

Dell used its brand to expand into new areas including printers and consumer electronics such as LCD and plasma televisions.Dell engaged in a ______ extension.

A) Natural
B) Line
C) Random
D) Category
E) Basic

Question 58

Unilever,a worldwide leader in consumer products,follows a brand strategy in its personal care division with nine brands (AXE,Dove,Lifebuoy,Lux,Ponds,Rexona,Sunsilk,Signal,and Vaseline)that operate independently of each other.This is an example of _______.

A) Family branding
B) Store Branding
C) Stand-alone branding
D) Co-branding
E) National Branding

Question 59

When a company can show that their product's projected lifetime is high under certain operating conditions,they may be able to achieve a _________.

A) Brand image that is linked to conformance
B) Brand image that is one of strength and is performance oriented
C) Brand image that is based upon form and get a higher price
D) Brand image focused on durability and get a price premium
E) Brand image based on performance and get a price premium

Question 60

There is a category of goods called unsought goods.These goods are characterized as being the kind of goods that consumers _______.

A) Want to be completely convenient to them
B) Find located everywhere with intense distribution
C) Find irrelevant to their lives
D) Would rather not purchase at all
E) Only buy if there is not an acceptable substitute

Question 61

Robitussin redesigned its packaging to provide specific product use information to help parents make a purchase decision and to inform them about proper product usage.The package lists three key pieces of information: the symptoms it treats,whether it is drowsy or non-drowsy,and the recommended age for usage.This is an example of meeting the ________ requirements of labeling.

A) Legislative
B) Marketing
C) Legal
D) Industry
E) Consumer

Question 62

It is not uncommon to see ________ profits in the introductory stage of the product life cycle for an industry.

A) High
B) No or negative
C) Average
D) Low
E) Marginal cost

Question 63

Early adopters and innovators are the primary purchasers in the __________ stage of the product life cycle.

A) Growth stage
B) Introductory stage
C) Maturations stage
D) Decline
E) Innovation

Question 64

The marketing manager of Store Brand Pain Reliever is designing the packaging for their new gel coated capsules.Her main concerns are to design a package that prevents tampering on the shelf and keeps children from accessing the product without adult assistance.She is focusing on the ______ objective of packaging.

A) Protection
B) Aesthetic
C) Communication
D) Harmony
E) Usage Promotion

Question 65

Products introduced in the growth stage tend to have __________.

A) Fewer features and better design
B) Promotion focused on product awareness
C) More features and better design
D) Limited design and more features
E) Innovators and early adopters as their target customers

Question 66

Companies must balance the number of items in a product line.Too many items and customers find it difficult to see the differences between the products.Too few products and the company runs the risk of _______.

A) Having inefficiencies in production
B) Having trouble with discounters because they may have the same product as a full price store
C) Having a problem with communication to the market about the products
D) Missing important market opportunities that are not being met by the current product offerings
E) Having supplier issues due to low order quantities

Question 67

Market skimming is a pricing strategy used in the _________ phase of the product life cycle.

A) Growth
B) Introduction
C) Decline
D) Maturity
E) Maturity and decline

Question 68

Combining all the products offered by a company is called the ___________.

A) Product combination package
B) Product mix
C) Product profile
D) Product standardization
E) Product function

Question 69

Pricing strategy is related to product line strategy.Often multiple price points are targeted at specific markets with unique features following a __________ product line strategy.

A) Good to worst
B) Low quality to high quality
C) Good, better, best
D) Compensatory
E) Fragmented

Question 70

Generally speaking,a new product will get ________ level of budget with respect to communication than established products.

A) A lower
B) The same
C) A mid
D) A higher
E) A percentage

Question 71

Colgate Palmolive reported fake Colgate toothpaste being shipped in phony packages in the United States.It was not clear where the fake toothpaste originated,but Colgate and other packaged goods companies took a number of steps to reduce counterfeit packaging.Document Security Systems works with manufacturers to make their packaging more secure.This is part of the _____ objective of packaging.

A) Harmony
B) Aesthetic
C) Communication
D) Protection
E) Usage Promotion

Question 72

The speed at which products within a category move through the PLC ____________.

A) Is not consistent
B) Is consistent
C) Only varies by a small amount
D) Looks like a normal distribution
E) Is very short

Question 73

The marketing manager of Super Fresh Frozen Vegetables is working on the package for a new line of self-steaming microwaveable vegetables.He wants the package to show a physically fit individual happily eating the product and how to work the steamer packaging.He is focusing on the ______ objective of packaging.

A) Usage Promotion
B) Aesthetic
C) Communication
D) Harmony
E) Protection

Question 74

The owner of Tiny Tots Baby Food is redesigning the package for her product.She is trying to select a color that is both comforting and natural as well as a shape that is distinctive so that her brand is easy to identify and distinguishable from its main competitors.She is focusing on the ______ element of effective packaging.

A) Usage Promotion
B) Aesthetic
C) Legal requirements
D) Harmony
E) Protection

Question 75

NRG Beverages and DRNK Spirits are considering co-branding an energy drink that also contains alcohol.The critical decisions in this type of relationship revolve around _____ for each firm.

A) Control factors
B) Resource commitments
C) Brand strength
D) Brand identity
E) Brand protection

Question 76

Coke's distinctive contour bottle design is so unique that the package can be identified in the dark.Additionally,packaging offers the company the opportunity to present the trademark,logo,and other relevant information in an appealing and persuasive manner.This relates to the ______ objective of packaging.

A) Usage Promotion
B) Aesthetic
C) Protection
D) Harmony
E) Communication

Question 77

The Food and Drug Administration requires all processed-food companies to provide detailed nutritional information clearly identifying calories,fats,carbohydrates,and other information.This is an example of the ________ requirement of labeling.

A) Legislative
B) Marketing
C) Legal
D) Industry
E) Consumer

Question 78

The marketing manager of QRS Children's Furniture is designing a new label for her line of highchairs.The two key aspects of the label that she is working on are the assembly instructions and the simple usage instructions.These are examples of the ________ requirement of labeling.

A) Legislative
B) Marketing
C) Legal
D) Industry
E) Consumer

Question 79

Dell prices new computer models to minimize the disruption of demand for its existing products.This implies a strategy of ________.

A) Lowering the prices of existing models to maintain separation of price between new and existing models
B) Lowering prices of all models to accommodate for increases in technology
C) Raising all prices together in order to confuse the public to thinking all the technology is at the same level
D) Raising and lowering prices of all models in order to create a mixed effect
E) Pricing based solely on costs

Question 80

The manufacturer of Tiny Bubbles,a laundry detergent,is redesigning the product's package.He wants the shape to be distinctive in the hope that it will distinguish his brand from the competition because he knows that a unique package can be a deciding factor at the point of sale.He is focusing on the ______ objective of packaging.

A) Usage Promotion
B) Aesthetic
C) Communication
D) Harmony
E) Protection