Busml 3150 Exam 2

Ella had been using an imported brand of shampoo for several years, but she could no longer find it anywhere. As she was considering what kind of shampoo to try, she was surprised to see ads for P&G's Head and Shoulders, which was being promoted as a glamorous health-oriented product. She had always thought of H&S as an anti-dandruff shampoo. The new ads suggest that H&S has been

Which of the following brand strategies is being used when the local ice cream shop decides to add a new flavor to its menu?

When P&G added teeth whitening products under the Crest Brand, the firm was engaged in

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

Consumers might not realize the Old Spice health and wellness products ad Iams pet nutrition products are made by the same company -- P&G. Old Spice and Iams are known as

Private-label brands are developed and managed by

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

Efforts to change a brand's focus to target new markets or change the image of a brand are called

Marketers spend billions of dollars annually attempting to build effective brands. The basic benefit of a brand is that it

Brand extension is a popular marketing strategy because

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

Laura prefers Sony products and will only purchase alternatives when there are no Sony products available. Laura's brand loyalty means she is

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

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

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

A firm's product mix breadth is its

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

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

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

When a restaurant chain, Big Burgers, launches its own brand of frozen meals, this is an example of a

If many consumers in the marketplace are familiar with a brand and what it stands for and have an opinion about the brand, the brand has considerable

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

Marketers with successful brands sometimes hesitate to expand their brands because

Brands can be owned by

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

Brand dilution occurs when

Andy likes gourmet popcorn, and will spend time trying to find his favorite brand. His girlfriend loves popcorn but doesn't care about brands. For Andy, popcorn is a _____ good while for his girlfriend it is a _____ good.

Suppose Walgreens wants to introduce its own brand of cough medicine that is similar in contents and packaging to a national brand, but at a lower cost. What kind of brand would Walgreens be introducing?

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

_____ is another term for private-label brands

_____ is the number of items within a product line

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

Brands are assets that can be legally protected through

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

For many years, GE had a corporate strategy of being among the top three firms in any market which it operated; if it could not achieve a top 3 position, it would exit the market. This strategy often resulted in the company _____ when certain product lines failed to meet this expectation.

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

A university that has separate graduate and undergraduate admission offices recognizes that these are distinct

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

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

Frequent buyer/user award programs are used to

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

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

One key feature of the value of a brand is that

Shell MasterCard, created cooperatively by Shell & Master Card is an example of

One of the major tools used by marketers to meet the needs of loyal customers 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 if he even wanted to buy the snacks he had liked before. This highlights the problem in branding known as

Jake 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 & other natural components. Jake is considering a _____, giving the toothbrush the same brand name as the toothpaste in order to have greater brand awareness.

Toyota, a well-established, reputable brand, recently introduced a new line of vehicles under the Scion brand, targeted at young car buyers. Toyota probably used the new brand to

One important purpose of a brand is to

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

A marketing professor in NY maintains a museum of failed consumer products. Most new products in this museum failed during the _____ stage of new product development, when they are introduced to a limited geographical area.

When Toyota introduced hybrid cars, there were waiting lists to buy them. Then Honda and a few other manufacturers entered the market, shifting the product life cycle for hybrid cars into the _____ stage of the product life cycle.

For new product marketers, early adopters are important because they tend to be

During the _____ stage of the product life cycle, firms either position themselves for a niche market of loyal consumers or they exit the market.

Which of the following is NOT one of the benefits to a firm of new product development?

_____ means allowing employees to make decisions about who service is provided to customers.

Because services like airline flights and hotel beds are _____, many marketers attempt to match demand with supply using pricing strategies

What is the problem associated with service quality standards such as "be nice" or "do what the customers want"?

A _____ gap can be closed by getting employees to meet or exceed service standards

An excellent, inexpensive, and readily accessible method for assessing customers' service expectations is

Nicole knows her restaurant is understaffed today. She is hoping to get through the day without falling below her customers' _____, the difference between what her customers want and what they will accept before going elsewhere.

In countries like the US, services

When there is a significant difference between the service customers receive and the service the firm promotes, the firm has a

Medical services, assisted living care, and active senior travel are all examples of

One approach marketers are using to reduce service _____ is to replace people with machines whenever appropriate

Along the service-product continuum, which of the following would be considered the most product dominant?

Empowerment becomes more important when the service is

One of the reasons service failures need to be addressed quickly is to

The marketing of services differs from product marketing because services are all of these except

For years, Mogul Sheraton, a 4-star hotel overlooking the Taj Mahal in India, offered free elephant and camel rides for hotel visitors. Few customers took advantage of this service. This is an example of a _____ gap in services marketing.

Customers have a defined _____ when it comes to waiting in line at a retail checkout counter. The amount of time consumers are willing to wait varies with the type of store.

When corporate headquarters announced new service quality standards for pizza franchise owners, Roland knew he would have trouble gaining employees' support because

Colin has been directed by his boss to determine if their company is meeting customers' service quality expectations. Colin's problem is that services are _____, making measurement of service quality difficult.

The customers at Marielle's coffee shop want to grab a quick cup of coffee before boarding the commuter train into the city. The sign in the window promises "Quick In-and-Out Service," and usually Marielle's keeps that promise. One morning, customers were frustrated when the staff behind the counter showed more interest in gossiping about their social lives then waiting on customers. Marielle's shop is suffering from a

A _____ gap is the difference between the firm's service standards and the service it provides to customers.

When marketers state that services are _____, they are referring to the fact that services are not always the same quality from one time period to another or from one service provider to another.

Because services are _____, it is often difficult for marketers to convey the benefits to consumers.

Persuasive advertising is often used when competition

Which of the following is the best example of a mass media advertising channel?

After the advertiser has decided on the message, type of ad, and appeal, its attention now shifts to

One of the advantages of niche media is it often allows marketers to

Advertisers can determine how effective their media mix has been in reaching their target audience by calculating _____ of the advertising schedule.

Thanh is starting a career in selling, but eventually wants to become a senior manager. A selling career may help Thanh to achieve that goal by providing

When Motorola first entered the Mexican marketplace, the company wanted direct control of salespeople in major urban markets but was not as concerned about control in smaller areas of the country. Motorola probably used _____ in major urban areas and ____ in smaller areas of Mexico.

When Pat was talking w/ his customer about the new accounting system, his customer mentioned that she thought the new system was not going to fit into their budget. Pat explained that once her people were trained on it, it would require less time to process orders, and therefore save money in her payroll. Which part of the sales presentation is demonstrated in this example?

Galena is a new agent for a financial services company. She decides to join the local Chamber of Commerce, the local association of businesswomen, and the local chapter of the United Way organization. Galena is attempting to use ____ to generate leads.

Effective salespeople anticipate and handle

Price is generally lowest for _____.

Your text pictured the roles of innovators, the late majority, and laggards to explain

Your instructor described the process of new product development as similar to a _____ game.

The longest stage of the life cycle (for products that go through all four stages) is the

Most things measured during the product life cycle reach a maximum during the _____ phase.

The term SKU refers to a product

Outsourcing of production has recently and quietly become more important in the making of ____.

Sponsorships of events and organizations on large campuses like OSU are examples of what was called _____ in class.

The communications challenge for service providers is mainly the result of services'

Closer matching of supply and demand by time period is required because of the _____ of services.

"Rainmakers" have long been a part of marketing by _____.

When people say "we don't do much marketing," they probably mean

Pick out the single FALSE statement about current conditions for promotion practices

The process of selective perception is why most ads are

Advertising waste is greatest for

We talked about the potential advantages of online advertising which all began with the letter

Publicity is part of promotion and also part of