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80. All of the following are potential benefits of brand extension except
81. One of the categories of products for which brand extension is especially logical is
82. 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 and natural components. Jake is considering a __________, giving the toothbrush
the same brand name as the toothpaste in order to create greater brand awareness.
83. 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?
84. 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 he even wanted to buy the snacks he had liked before. This highlights a problem in branding
known as
85. Harley Davidson’s cake decorating kit tried to appeal to the brand’s unparalleled consumer loyalty, but it was considered too tame by their consumer
base. This is an example of
86. A _______ refers to the use of the same brand in a different product line.
87. Marketers with luxury brands use brand extension cautiously in order to avoid
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88. Shell MasterCard, created cooperatively by Shell Oil Company and MasterCard, is an example of
89. Efforts to change a brand’s focus to target new markets or change the image of a brand are called
90. When Disney flooded retail stores with products based on its movie, this illustrated
91. 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 Procter & Gamble’s Head and Shoulders being promoted as a glamorous health-oriented product. She
had always thought of Head & Shoulders as an antidandruff shampoo. The new ads suggest that Head & Shoulders has most likely been
92. All of the following statements regarding secondary packaging are true except
93. A __________ package is the one a consumer uses. A __________ package is used by retailers to display and sell the product.
94. All of the following are considered an important function of labels on products and packages except
95. What U.S. government agency has the primary responsibility in reviewing food and package labels to ensure claims made by the manufacturer about
the product are true?
96. Kendra is taking a backpacking trip across Europe. She wants to make sure that the backpack she chooses is the best one for her adventure, so she is
spending a considerable amount of time comparing alternatives to make sure she selects the best one. For Kendra, this backpack represents what type of
product?
Feedback: Shopping products/services are products or services for which consumers will spend a fair amount of time comparing alternatives.
97. Zappos, an online shoe company, knows shoes are typically a(n) __________ good, with consumers often spending time comparing alternatives. It
overcomes that aspect of consumers’ search process by offering a free, no-questions-asked return policy.
98. Marketers selling milk, bread, and other consumer staples know that most customers do not spend much time searching or comparing alternatives.
For most consumers, these are _____________ goods.
99. Andy likes gourmet popcorn, and will spend time trying to find his favorite brand. His girlfriend, Joanne, loves popcorn but doesn’t care about
brands. For Andy, popcorn is a __________ good while for Joanne it is a __________ good.
100. Marketers need to think about the product offer on three levels. Which of the following levels includes associated services such as warranties,
financing, support, and after-sale service?
101. All of the following are considered part of the “actual product” level of the product offer except
102. When manufacturers try to understand what customers are looking for, they are thinking about the _______ component of the product offer.
103. Suppose that Walgreens (a major drug store chain) 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?
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104. When a company launches a new product line with an existing brand name, this is known as
105. Which of the following brand strategies is being used when the local ice cream shop decides to add a new flavor to its menu?
106. When a restaurant chain, Big Burgers, launches its own brand of frozen meals, this is an example of a
107. Which of the following best describes when Johnson & Johnson introduces a travel-sized package for its existing baby oil product?
108. What aspect of the product is being described when a used-car salesperson explains that each car comes with a one-year extended warranty and a
two-year maintenance plan?
109. Some credit cards provide free liability insurance, funded by the bank issuing the card, when a customer pays for a rental car using the card. This
extra insurance is an example of
110. When a salesperson calls you to sell a cemetery plot, this is most likely what type of product?
111. Where on a product’s packaging would one most likely find nutrient content and country of origin?
112. Returnable packaging, use of 3D printing, and flexible packaging are examples of
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113. When Kraft’s Philadelphia cream cheese changed its packaging from round to oval to ensure front-facing displays that can’t spin and to fit more
into the same shelf space, this was a subtle way in which the firm _________ its product.
114. How did consumers respond when Chobani reduced the size of its Greek yogurt containers by 12 percent?
115. A toothpaste tube is an example of a ________ package.
116. When Meg planned her trip to Australia, she spent months evaluating packages, airfares, and hotel accommodations. Meg’s trip is an example of
a(n) ________ product.
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Essay Questions
117. Though most universities are nonprofit organizations, they are engaged in marketing strategy choices, just like businesses. For example,
universities must decide if they should increase or decrease product mix breadth, or increase or decrease product line depth. Using your university,
describe a real or plausible example of each of these four potential changes.
118. What are the brand components used by your university?
119. What are the ways that brands add value?
120. Believe it or not, Walmart’s first designer label clothing brand is called George. Few Americans know the George brand, but in Britain it is well
regarded and sold in stand-alone George stores. What would be the benefits to Walmart if the George brand of clothing became recognized and desired
in the United States?
121. How do marketers measure the value of a brand?
122. Creating brand awareness is the first step in creating brand equity. Political candidates know name recognition is critical to success—particularly
for incumbents to get reelected. If you were a marketing adviser to a challenger for the congressional seat in your district, what would you recommend
the candidate do to create brand/name awareness?
123. Almost every business wants brand loyal customers. Why?
124. Helena was surprised to learn that the car and home insurance agency she was just hired by does not have a CRM program. Why should the agency
have a CRM program, and what CRM efforts should Helena recommend?
125. Why would a huge retailer like Walmart carry national brand products?
126. The company Jorge works for has just acquired a regional grocery store chain. The chain has a very strong reputation among consumers in the
states in which it operates. The acquired company owns several private-label brands. Jorge has been asked to prepare a brief about the options for
retaining the private-label brands that the chain had been selling. What are the key points Jorge should include?
127. Why do manufacturers like Procter & Gamble spend millions of dollars annually creating and maintaining their brands? Why don’t they just
manufacture their products and sell them under store brand labels?
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128. A currently popular trend in the wine industry is house-labeled wine. Restaurants, hotel chains, and even universities now sell wine under their
brand name. Is this type of brand extension a good marketing strategy? Defend your answer.
129. Walt Disney Company announced it would no longer allow its characters to be used in promoting unhealthy foods. In branding strategy, what does
130. Why would a company like Walmart have a difficult time repositioning itself as a retailer of quality, stylish clothing?
131. Distinguish between primary and secondary packaging.
132. Effective marketers recognize that a label is much more than just a sticker on a package. What can a label do for a marketer?
133. Colgate, like any major consumer products company, is always looking for opportunities to expand its product lines. What two industry factors
often influence product line expansion decisions?
134. Strong brands can reduce marketing costs. How do they accomplish that?
135. What do the following brands have in common: Scotch tape, Kleenex tissues, and Xerox copiers?
136. What are consumers likely to do if they perceive an inexpensive brand to have about the same quality as a premium brand?
137. Provide a real-world example of a national brand and a private-label brand.
138. What is the advantage of a corporate or family brand? Provide an example of one.
139. What is brand extension? Provide an example of brand extension.
140. What is co-branding? Provide an example of co-branding.
141. Burger King and Häagen-Dazs ice cream once attempted to use co-branding. What is a likely reason that it failed?
142. If Eddie Bauer stores allowed a travel company to market adventure travel using the Eddie Bauer brand name, what would Eddie Bauer be doing?
143. Natalie is designing a primary package for her new peanut butter popcorn. From a consumer’s perspective, what should the packaging provide?
144. When personal computers were new, people spent considerable time and energy learning about and investigating choices and options. Now, many
consumers replace old computers with little research or investigation. In terms of types of products (specialty, shopping, convenience, and unsought
goods), how have personal computers changed?
Students could argue that personal computers were initially either specialty or shopping goods, depending on the level of expertise of the buyers. Now,
145. When looking to purchase a mobile phone, describe the components that make up the total product.
146. Define convenience, shopping, and, unsought products and give an example of each.
147. What are some of the benefits provided by product labels?
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148. Differentiate between breadth and depth of a firm’s product mix by choosing a familiar company and explaining how its products exemplify these
149. Think of the car you are currently driving, or an article of clothing you are wearing. Name three brand associations that are common with this car
or clothing. Explain how these associations might influence someone’s decision to buy these products.
150. Imagine you are stopping at the grocery store on your way home from class to buy food for lunches for the rest of the week. Make a shopping list,
and designate which items are manufacturer brands and which are private-label brands.
Category # of Questions
AACSB: Analytical Thinking 96
AACSB: Communication 5
AACSB: Ethics 1
AACSB: Knowledge Application 48
Accessibility: Keyboard Navigation 116
Blooms: Analyze 6
Blooms: Apply 50
Blooms: Remember 26
Blooms: Understand 68
Difficulty: 1 Easy 28
Difficulty: 2 Medium 69
Difficulty: 3 Hard 53
Learning Objective: 11-01 Describe the components of a product. 11
Learning Objective: 11-02 Identify the types of consumer products. 11
Learning Objective: 11-03 Explain the difference between a product mix’s breadth and a product line’s depth. 17
Learning Objective: 11-04 Identify the advantages that brands provide firms and consumers. 16
Learning Objective: 11-05 Explain the various components of brand equity. 34
Learning Objective: 11-06 Determine the various types of branding strategies used by firms. 20
Learning Objective: 11-07 Distinguish between brand extension and line extension. 26
Learning Objective: 11-08 Indicate the advantages of a product’s packaging and labeling strategy. 15
Topic: Brand Equity 8
Topic: Brand Licensing 3
Topic: Branding Strategy 79
Topic: Components and Classifications of Products and Services 20
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Topic: CRM 4
Topic: Line Extensions and Product Modifications 3
Topic: Packaging 16
Topic: Product Line 9
Topic: Product Mix 8