MKT1110 Chapter 11: Product, Branding, & Packaging Decisions

The component of the product package that provides the information consumers need to make their purchase decisions and for consumption of the product is known as the ___________. Page 361

• marketing message

• built in package

• label

• primary package

Which of the following describes a product? Page 340

• something that a customer values

• offered through a marketing exchange

• bought through a online distributor

• delivered directly to the consumer

Manufacturer brands such as Nike and Coca-Cola are also known as _____ brands, pg. 353

• premium

• national

• store

• generic

Kellogg's sells a variety of products under its own corporate name to brand all of it product lines. This is known as ______ brands. pg. 353

• individual

• family

• copycat

• global

Some firms use ___________ for each of their products, as opposed to the same name or brand for all their product lines and products. Page 354

• individual brand

• exclusive cobrands

• copycat brands

• generic brands

Which of the following is an example of a brand extension? pg. 354-355

• Acme barbecue potato chips and Acme salt and vinegar potato chips

• Acme chips and Acme dips

• Acme sleds and Timberland boots

• Acme cars and generic pencils

Which of the following is an example of product line extension? pg. 355

• Honda, in addition to its vehicles, begins to sell gasoline.

• Coke, in addition to its existing Diet Coke flavors, introduces chocolate-flavored Diet Coke.

• Ritz, in addition to its crackers, begins to sell cheeses.

• Kellogg's, in addition to its existing cereals, each branded differently, introduces a new cereal called Cowboy Crunchies.

When a brand extension adversely affects consumer perceptions about the core brand, it is known as _______. pg. 355

• brand dilution

• copycat branding

• umbrella randing

• co-branding

One of Taco Bell's most successful new products has been its "Doritos Locos Tacos," tacos with shells in the flavors of Doritos taco chip varieties. This is an example of __________. pg. 356

• brand repostioning

• brand dilution

• co-branding

• generic branding

When K-Mart paid Martha Steward (famous for her business related to lifestyle and the home) a fee in return for permission to introduce a line of towels and other housewares bearing Stewart's name, it was an example of ____________. pg. 357

• brand licensing

• brand extension

• brand repositioning

• co-branding