Exam 7: Product Positioning, branding, and Product Line Strategies

A(n)________ strategy involves the sale of two or more products at an overall price that is lower than the total price that a customer would pay to purchase the products separately.

Service can be an important source of differentiation when it comes to positioning strategies.

Which of the following service quality dimensions refers to employee competency with respect to knowledge and courtesy?

Dairy Products Inc.is a manufacturing firm that produces and sells a line of butter packs under the brand name Melt Butter.The firm created Melt Tasty Butter and Melt Low-Fat Butter so that health-conscious customers can quickly differentiate its benefits.In this example,Dairy Products Inc.is using which of the following brand encoding strategies?

MINI-CASE Organic Harvest Inc.is an American manufacturing firm based in California.The firm manufactures and sells a line of organic fruit juices under the brand name OrganicDrinks.The firm also markets a line of medicinal health drinks,under the brand name HerbalDrinks. -Mini-Case Question.Organic Harvest Inc.offers five flavors under the OrganicDrinks brand.Based on the success of these flavors,the firm introduces three new flavors of OrganicDrinks: Pink Pomegranate,Cool Coconut Water,and Spicy Apple Cider.In this example,Organic Harvest Inc.uses which of the following product-line extension strategies?

The brand equity of LifeSecure Inc. ,an American health insurance firm,was diminished when its top executives were subject to money laundering allegations.Which type of brand liability does this best represent?

The total cost of purchase excludes the customer's ownership costs.

OrganicMeals Inc.is an American firm that manufactures frozen,vegetarian burgers made from organic ingredients under the brand name VegDelite.The firm markets a core product,the Chipotle Veg Burger,under the VegDelite brand.After success of its core product,the firm adds other burgers under the VegDelite brand,such as the Crunchy Garden burger,the Vegan Special burger,and the Spicy Trip burger.In this example,OrganicMeals Inc.uses which of the following strategies?

MINI-CASE Organic Harvest Inc.is an American manufacturing firm based in California.The firm manufactures and sells a line of organic fruit juices under the brand name OrganicDrinks.The firm also markets a line of medicinal health drinks,under the brand name HerbalDrinks. -Mini-Case Question.Organic Harvest Inc.introduces a new line of personal care products,including soaps and shampoos that are made from natural ingredients.The firm markets these products under brand name NaturalCare.In this example,Organic Harvest Inc.uses which of the following product-line extension strategies?

Within the dimensions of product performance,a poor performance in which of the following would be a "quality killer"?

Which of the following is a brand and product line strategy?

Businesses with a low-cost advantage in markets in which price is an important determinant of customer value can use low prices as a basis for product positioning.

Which of the following statements is true about branding?

Which of the following service quality dimensions refers to a service obsession to get it right when things go wrong?

Which of the following involves the transfer of quality perceptions derived from a core product or brand to product line extensions that use the same brand name?

Product positioning starts with company engineers or product managers,not target customers.

Which of the following is a product position factor influencing a business's market share?

When automakers include air bags,cruise control,satellite radio,and GPS systems in their consumer products,these features are considered to be quality ________.

The extent that a market share grows is directly dependent on the strength of a business's product positioning and marketing effort.

In which of the following ways of creating a new company,brand,or subbrand name,the names are derived from the basic benefit provided by the product?