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76 Cards in this Set
- Front
- Back
Brand
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a name, term, design, symbol, or other feature that identifies a seller’s products and differentiates them from competitors’ products
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Brand name
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part spoken, including letters, words, and numbers
Example: 7Up |
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Brand mark
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part not made up of words, such as a symbol or design
Example: Nike Swoosh and McDonalds Golden Arch |
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Trademark
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legal designation of exclusive use of a brand
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Trade name
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full legal name of organization
Example: Ford Motor Company |
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Kleenex Boutique is a brand ___________ of tissues made by the Kimberly-Clark Corporation
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name
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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
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manufacturer; private
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Manufacturer or national brands
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A brand initiated by its producer
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Private distributor or store brands
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A brand initiated and owned by a reseller
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Generic brands
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A brand indicating only the product category
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Inseparability
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being produced and consumed simultaneously
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Perishability
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unused services can’t be used at a future time
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Heterogeneity
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variation in quality
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Personal trainers cannot complete their work without their clients present because of the _______ feature of services.
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Inseparability
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Distribution
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Activities involved in making products available to customers when and where they want to purchase them.
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Marketing Channel
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A group of individuals and organizations that direct the flow of products from producers to customers.
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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
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direct-marketing
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Intensive Distribution
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using all available outlets to distribute product
Gas, Chewing Gum |
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Selective Distribution
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using only some available outlets to distribute a product
Furniture |
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Exclusive Distribution
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using a single outlet in a fairly large geographic area to distribute a product
Ferrari |
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In marketing a new line of nursery furniture for infants and small children, the Fisher Company will most likely use __________
distribution for the products. |
selective
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Horizontal integration
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combining organizations at the same level of operation under one management
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Vertical integration
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combining two or more stages of the channel under one management
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Broker
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An intermediary that brings buyers and sellers together temporarily
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Retailing
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All transactions in which the buyer intends to consume the product through personal, family, or household use
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Retailer
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An organization that purchases products for the purpose of reselling them to ultimate consumers
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Off-price retailers
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buys manufacturers’ seconds, overruns, returns, and off-season merchandise for resale to consumers at deep discounts
Example: Stein Mart |
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Category Killers
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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 |
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Traditional Retailers
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carries narrow product mix with deep product lines
Example: Abercrombie and Fitch |
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Nonstore Retailing
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The selling of products outside the confines of a retail facility
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The three degrees of brand loyalty are
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brand recognition, brand preference, brand insistence
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The Pillsbury Dough Boy, whose figure appears on the packaging of Pillsbury Products, is an example of
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brand mark
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T/F
Brand equity is the marketing and financial value associated with a brand's strength |
True
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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
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category-consistent packaging
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Private distributor brands account for 85 percent of all retail grocery sales
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False
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Marketers should view packaging as a major strategic tool, especially for
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Consumer convenience products
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The Lunchables product is a combination of Kraft cheese and Oscar Meyer lunchmeats. This is an example of
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Co-branding
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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
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Reproducibility
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This characteristic of a service usually increases as the degree of labor-intensiveness increases
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Heterogeneity
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All products can be classified as pure goods or pure services
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False
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____________ is the consumer's perception of how well a service is performed.
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Service Quality
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When an intermediary is forbidden from carrying products of competing manufacturers, the arrangement is called
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exclusive dealing
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________ service is the basic service experience that a customer expects to receive
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Core
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A _________ is a supportive service related to the main service and is used to differentiate the service bundle from that of competitors
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supplementary service
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The value of a benefit that is given up by choosing one alternative over another is called _______ cost
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opportunity
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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?
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Intangibility
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_______ is a benefit created by distribution
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Availability
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Horizontal channel integration can reduce costs because
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the combined units operate more efficiently than independent institutions
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T/F
A producer that sells the same product through different channels under different names is engaging in dual distribution |
True
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_________ occurs when one of the members of a marketing channel fails to fulfill its expected role
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Channel conflict
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Selective distribution is the form of distribution used with
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products that require special effort from a channel member
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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 |
True
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_______ distribution would be MOST appropriate for Gasoline
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Intensive
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Relationships among channel members (ie producers, wholesalers, and retailers) are usually
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Long-term commitments
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For highly technical or expensive products such as mainframe computers, jet airplanes, and large mining machines, business customers prefer to
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deal directly with a producer
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A welcome change for consumers dissatisfied with the impersonal nature of large retailers can be found in the close personal contact at
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traditional specialty stores
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Which of the following is NOT a consumer service typically offered by department stores?
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a central checkout policy
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T/F
Discount stores can be described as self-service/general merchandise stores that, like department stores, carry a wide assortment of products |
True
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The middlemen MOST visible to ultimate consumers are
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retailers
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_________ describes the physical elements in a store's design that appeal to consumers' emotions and encourage buying
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Atmosphere
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Superstores have been designed to sell products efficiently by means of their
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size and operating methods
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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
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Category Killer
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________ allows for personal attention
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Direct selling
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What 4 things make up brand equity?
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-Brand name awareness
-Brand loyalty -Perceived brand quality -Brand associations |
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What are 4 major packaging considerations?
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-Cost of packaging
-Family Packaging (similiar packaging for all firms products) -Promotional Role -Reseller needs (transportation, storage, and handling) |
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What is an example of Brand extension?
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Old spice going from deoderant to soap
or ivory soap going to ivory shampoo |
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What is an example of family branding?
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Pantene Shampoo and conditioner
or Crest toothpaste and toothbrush |
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What does the Fair Packaging and Labeling Act of 1966 require?
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-identify the product
-name and place of business of the manufacturer, packer, or distributor -net quantity of contents |
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What is the Nutrition Labeling Act of 1990?
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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
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What is an example of Heterogeneity?
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One Supermarket may offer more product depth than the Supermarket across the street
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What are High Contact services?
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High Contact services require the customer to be present during the production of the service
Example: Hair Styling |
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What are Low contact services?
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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 |
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Time Utility
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the product is available when the customer wants it (think newspaper delivery)
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Place Utility
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the product is available in locations where customers with to purchase it (convenience stores)
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Possession Utility
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the customer has access to the product to use or to store for future use (raincoats)
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Form Utility
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the product is assembled, prepared or otherwise refined to suit customers’ needs. (Think computers)
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