Mar3023 - Basic Marketing Concepts - Test 3

Front 1

Brand

Back 1

a name, term, design, symbol, or other feature that identifies a seller’s products and differentiates them from competitors’ products

Front 2

Brand name

Back 2

part spoken, including letters, words, and numbers

Example: 7Up

Front 3

Brand mark

Back 3

part not made up of words, such as a symbol or design

Example: Nike Swoosh and McDonalds Golden Arch

Front 4

Trademark

Back 4

legal designation of exclusive use of a brand

Front 5

Trade name

Back 5

full legal name of organization

Example: Ford Motor Company

Front 6

Kleenex Boutique is a brand ___________ of tissues made by the Kimberly-Clark Corporation

Back 6

name

Front 7

Kellogg’s Rice Krispies, a _____ brand, is likely to be found next to Publix Crispy Rice, a _____ brand that has very similar coloring and styling for its package

Back 7

manufacturer; private

Front 8

Manufacturer or national brands

Back 8

A brand initiated by its producer

Front 9

Private distributor or store brands

Back 9

A brand initiated and owned by a reseller

Front 10

Generic brands

Back 10

A brand indicating only the product category

Front 11

Inseparability

Back 11

being produced and consumed simultaneously

Front 12

Perishability

Back 12

unused services can’t be used at a future time

Front 13

Heterogeneity

Back 13

variation in quality

Front 14

Personal trainers cannot complete their work without their clients present because of the _______ feature of services.

Back 14

Inseparability

Front 15

Distribution

Back 15

Activities involved in making products available to customers when and where they want to purchase them.

Front 16

Marketing Channel

Back 16

A group of individuals and organizations that direct the flow of products from producers to customers.

Front 17

Select Comfort, a producer of adjustable air mattresses, sells most of its products through direct mail sales and internet sales. This channel would be classified as

Back 17

direct-marketing

Front 18

Intensive Distribution

Back 18

using all available outlets to distribute product

Gas, Chewing Gum

Front 19

Selective Distribution

Back 19

using only some available outlets to distribute a product

Furniture

Front 20

Exclusive Distribution

Back 20

using a single outlet in a fairly large geographic area to distribute a product

Ferrari

Front 21

In marketing a new line of nursery furniture for infants and small children, the Fisher Company will most likely use __________
distribution for the products.

Back 21

selective

Front 22

Horizontal integration

Back 22

combining organizations at the same level of operation under one management

Front 23

Vertical integration

Back 23

combining two or more stages of the channel under one management

Front 24

Broker

Back 24

An intermediary that brings buyers and sellers together temporarily

Front 25

Retailing

Back 25

All transactions in which the buyer intends to consume the product through personal, family, or household use

Front 26

Retailer

Back 26

An organization that purchases products for the purpose of reselling them to ultimate consumers

Front 27

Off-price retailers

Back 27

buys manufacturers’ seconds, overruns, returns, and off-season merchandise for resale to consumers at deep discounts

Example: Stein Mart

Front 28

Category Killers

Back 28

very large specialty store that concentrates on a major product category and competes on the basis of low prices and enormous product availability

Example: Circuit City

Front 29

Traditional Retailers

Back 29

carries narrow product mix with deep product lines

Example: Abercrombie and Fitch

Front 30

Nonstore Retailing

Back 30

The selling of products outside the confines of a retail facility

Front 31

The three degrees of brand loyalty are

Back 31

brand recognition, brand preference, brand insistence

Front 32

The Pillsbury Dough Boy, whose figure appears on the packaging of Pillsbury Products, is an example of

Back 32

brand mark

Front 33

T/F

Brand equity is the marketing and financial value associated with a brand's strength

Back 33

True

Front 34

Using traditional package shapes and color combinations to ensure that customers will recognize a new product as being in a specific product category is an example of

Back 34

category-consistent packaging

Front 35

Private distributor brands account for 85 percent of all retail grocery sales

Back 35

False

Front 36

Marketers should view packaging as a major strategic tool, especially for

Back 36

Consumer convenience products

Front 37

The Lunchables product is a combination of Kraft cheese and Oscar Meyer lunchmeats. This is an example of

Back 37

Co-branding

Front 38

David has been asked to describe the six basic characteristics of services to a Junior Achievement class. Which of the following should David NOT include

Back 38

Reproducibility

Front 39

This characteristic of a service usually increases as the degree of labor-intensiveness increases

Back 39

Heterogeneity

Front 40

All products can be classified as pure goods or pure services

Back 40

False

Front 41

____________ is the consumer's perception of how well a service is performed.

Back 41

Service Quality

Front 42

When an intermediary is forbidden from carrying products of competing manufacturers, the arrangement is called

Back 42

exclusive dealing

Front 43

________ service is the basic service experience that a customer expects to receive

Back 43

Core

Front 44

A _________ is a supportive service related to the main service and is used to differentiate the service bundle from that of competitors

Back 44

supplementary service

Front 45

The value of a benefit that is given up by choosing one alternative over another is called _______ cost

Back 45

opportunity

Front 46

When marketers employ neat, clean, professional-appearing contact persons and clean, attractive physical facilities that help provide customers with some assurance of service quality, the marketers are trying to overcome which service characteristic?

Back 46

Intangibility

Front 47

_______ is a benefit created by distribution

Back 47

Availability

Front 48

Horizontal channel integration can reduce costs because

Back 48

the combined units operate more efficiently than independent institutions

Front 49

T/F

A producer that sells the same product through different channels under different names is engaging in dual distribution

Back 49

True

Front 50

_________ occurs when one of the members of a marketing channel fails to fulfill its expected role

Back 50

Channel conflict

Front 51

Selective distribution is the form of distribution used with

Back 51

products that require special effort from a channel member

Front 52

T/F

Marketers of complex and expensive products such as automobiles will likely employ short channels, as will marketers of perishable products such as dairy and produce

Back 52

True

Front 53

_______ distribution would be MOST appropriate for Gasoline

Back 53

Intensive

Front 54

Relationships among channel members (ie producers, wholesalers, and retailers) are usually

Back 54

Long-term commitments

Front 55

For highly technical or expensive products such as mainframe computers, jet airplanes, and large mining machines, business customers prefer to

Back 55

deal directly with a producer

Front 56

A welcome change for consumers dissatisfied with the impersonal nature of large retailers can be found in the close personal contact at

Back 56

traditional specialty stores

Front 57

Which of the following is NOT a consumer service typically offered by department stores?

Back 57

a central checkout policy

Front 58

T/F

Discount stores can be described as self-service/general merchandise stores that, like department stores, carry a wide assortment of products

Back 58

True

Front 59

The middlemen MOST visible to ultimate consumers are

Back 59

retailers

Front 60

_________ describes the physical elements in a store's design that appeal to consumers' emotions and encourage buying

Back 60

Atmosphere

Front 61

Superstores have been designed to sell products efficiently by means of their

Back 61

size and operating methods

Front 62

A _______ is a very large specialty store that concentrates on a major product category and competes on the basis of low prices and enormous product availability

Back 62

Category Killer

Front 63

________ allows for personal attention

Back 63

Direct selling

Front 64

What 4 things make up brand equity?

Back 64

-Brand name awareness
-Brand loyalty
-Perceived brand quality
-Brand associations

Front 65

What are 4 major packaging considerations?

Back 65

-Cost of packaging
-Family Packaging (similiar packaging for all firms products)
-Promotional Role
-Reseller needs (transportation, storage, and handling)

Front 66

What is an example of Brand extension?

Back 66

Old spice going from deoderant to soap
or
ivory soap going to ivory shampoo

Front 67

What is an example of family branding?

Back 67

Pantene Shampoo and conditioner
or
Crest toothpaste and toothbrush

Front 68

What does the Fair Packaging and Labeling Act of 1966 require?

Back 68

-identify the product
-name and place of business of the manufacturer, packer, or distributor
-net quantity of contents

Front 69

What is the Nutrition Labeling Act of 1990?

Back 69

standardized the basic white and black nutrition label that appears on food in the 21st century, along with definitions of terms like "low fat" and "light". mandates nutrition labeling for almost all products regulated by the FDA

Front 70

What is an example of Heterogeneity?

Back 70

One Supermarket may offer more product depth than the Supermarket across the street

Front 71

What are High Contact services?

Back 71

High Contact services require the customer to be present during the production of the service

Example: Hair Styling

Front 72

What are Low contact services?

Back 72

Low contact services do not require the customer’s continuous presence while the service is carried out

Example: Automotive Repair; customer must bring in the vehicle and describe symptoms, but often do not remain during the preparation process

Front 73

Time Utility

Back 73

the product is available when the customer wants it (think newspaper delivery)

Front 74

Place Utility

Back 74

the product is available in locations where customers with to purchase it (convenience stores)

Front 75

Possession Utility

Back 75

the customer has access to the product to use or to store for future use (raincoats)

Front 76

Form Utility

Back 76

the product is assembled, prepared or otherwise refined to suit customers’ needs. (Think computers)