Chapter 11 Quiz

Stitch Fix is a successful online clothing company. One of the difficulties in running a clothing company is the need to have significant ________, a large number of items in each product line.

• product line breadth

• product mix breadth

• brand equity

• product mix depth

• product line depth

Which of the following is considered part of the augmented product?

• brand name

• design

• features

• quality

• product warranty

Brands can be owned by

• retailers only.

• manufacturers only.

• any firm in the supply chain.

• private-label generic retailers only.

• wholesalers and retailers only.

When manufacturers try to understand what customers are looking for, they are thinking about the ________ component of the product offer.

• core customer value

• associated services

• quality level

• augmented products

• product support

When Paulette shops for lipstick, she always buys Cotton Candy by Revlon. This is an example of

• brand association.

• brand awareness.

• brand equity.

• brand loyalty.

• perceived value.

Ferrari is well known as a brand of luxury sports cars; accordingly, it has leveraged its brand name to introduce clothing offerings emblazoned with its horse logo. It has also licensed its logo to 68 different products, from sunglasses to guitars. Ferrari might be at risk of which of the following?

• line extension

• brand awareness

• brand extension

• brand dilution

• perceived value

In the case of Band-Aid adhesive bandages, the brand name has

• avoided brand extensions.

• become synonymous with the product itself.

• grown through private-label branding.

• distinctive brand substitutability.

• successfully employed private-label branding.

Wang 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 he even wanted to buy the snacks he had liked before. This highlights a problem in branding known as

• brand dilution.

• undifferentiated brands.

• approximated brands.

• unlicensed brands.

• comingled brands.

A tablet programmed with key customers’ birthdates, wine preferences, and food allergies is a(n) ________ tool.

• GATT

• PDQ

• CRM

• SKU

• IMF

Jeremiah always buys Boar’s Head cold cuts. He does not even consider alternatives. Jeremiah is a ________ customer.

• price-sensitive

• brand-association-oriented

• brand-persuasion-oriented

• brand-extension-oriented

• brand-loyal