Marketing Chap 10

A group of closely related product items:

T/F: The value of a company or brand name is brand mark.

T/F: Consistent preference for one brand over all others is brand loyalty.

T/F: The elements of a brand that cannot be spoken are a brand mark.

Changing one or more of a product's characteristics:

A trademark for a service.

All products that an organization sells:

A confirmation of the quality or performance of a good or service:

Identifies a product by class or type and cannot be trademarked:

T/F: Information and persuasive are both types of labeling.

Product unknown to potential buyer or a known product to buyer who doesn't actively seek for it

T/F: Brand names can include numbers.

The number of product items in a product line:

T/F: The brand name of a manufacturer is a captive brand.

The brand is which of the following:

A product that requires comparison shopping bcuz it's usually more expensive than convenience p

T/F: Brand name and brand equity are both the same concepts.

Placing two or more brand names on a product or its package:

T/F: Using different brand names for different products is individual branding.

T/F: Using different brand names for different products is individual branding.

T/F: Marketing several different products under the same brand name is family branding.

A written guarantee:

A particular item for which consumers search extensively and hesitate to accept substitutes for

An unwritten guarantee that the good or service is fit for the purpose for which it was sold:

T/F: A product is everything, both favorable & unfavorable, a person receives in an exchange?

A relatively inexpensive item that merits little shopping effort: