Chapter 9

Question 1

Functional brand

Answer 1

Basis for differentiation: Superior performance or economy

Marketing mix emphasis: product, price, and or place

Consumer needs and involvement: physiological and safety needs, low involvement.

Question 2

Image brand

Answer 2

Basis for differentiation: Desirable image

Marketing mix emphasis: Promotion

Consumer needs and involvement: social and esteem needs, moderate to high involvement

Question 3

Experiential brand

Answer 3

Basis for differentiation: A unique, engaging experience

Marketing mix emphasis: Product and place (delivery and service)

Consumer needs and involvement: self-actualization needs, moderate to high involvement

Question 4

Brand awareness

Answer 4

conusmers know about the brand

Question 5

Brand image

Answer 5

Consumers have a definite impression about the brand

Question 6

Brand loyalty

Answer 6

Consumer purchase only thier favored brand

Question 7

Brand equity

Answer 7

Brand loyalty is transferred to new products

Question 8

Brands should

Answer 8

• Resonate with customers
• differentiate from competitors
• motivate employees

Question 9

points of difference

Answer 9

• desirable to consumer

- differentiating from competitors

Question 10

Points of parity

Answer 10

• demonstrate category credentials

- negate competitor points of difference

Question 11

Convenience products

Answer 11

Relatively inexpensive product that merits little shopping effort

Question 12

Shopping products

Answer 12

More expensive than convenience product, requiring more shopping effort

Question 13

Specialty products

Answer 13

Extensive search effort; consumer reluctant to accept substitute

Question 14

unsought products

Answer 14

Products that the buyer does not actively seek

Question 15

Product Item

Answer 15

a specific version of a product

Question 16

Product line

Answer 16

A group of closely related product items

Question 17

Product mix

Answer 17

All products an organization sells

Question 18

the product life cycle

Answer 18

1. introduction:
2. Growth:
3. Maturity:
4. decline

Question 19

Introduction

Answer 19

• Gain awareness,

- promote to inform and encourage trial

Question 20

growth

Answer 20

• Maximize market share,

- Add features and improve quality, Add channels and markets

Question 21

maturity

Answer 21

• Maximize profit,

- Modify market, and marketing mix

Question 22

decline

Answer 22

• Reduce expenditures,
• Milk the brand,
• Maintain, harvest, or drop

Question 23

5 dimensions of an angle

Answer 23

need to believe
reason to believe
blows-away expectations
quantifiable support
unique product claim

Question 24

Product development process

Answer 24

• • Idea generation
• • Idea screening
• • Concept testing- test the idea with potential customers
• • marketing strategy
• • business analysis- forecasting, profitability analysis, legalities
• • product development-prototype
• • Market testing
• • commercialization

Question 25

which step does the product development process breakdown the most?

Answer 25

concept testing

Question 26

What are the 3 levels of a product?

Answer 26

Augmented product-complementary products
Actual product- bundle of attributes
Core product- personal benefit