MKTG 396 FINAL TERM PAPER EXAM QUESTIONS
WITH CORRECT WELL DETAILED ANSWERS
associated services/augmented product - ✔✔Additional services or features that enhance the core
product
brand associations - ✔✔Mental links between a brand and its attributes or benefits
brand awareness - ✔✔Extent to which consumers are familiar with a brand
brand dilution - ✔✔Weakening of a brand through unsuccessful brand extensions
brand equity - ✔✔Value and strength of a brand in the marketplace
brand extension - ✔✔Using an existing brand name for a new product category
brand licensing - ✔✔Allowing another company to use a brand for a fee
brand loyalty - ✔✔Customer's commitment to a particular brand
brand personality - ✔✔Human-like characteristics associated with a brand
brands - ✔✔Distinct names and symbols used to identify products
cobranding - ✔✔Two or more brands jointly marketing a product
consumer product - ✔✔Product purchased by the final consumer for personal use
, convenience goods/services - ✔✔Inexpensive goods or services purchased frequently with minimal
effort
core customer value - ✔✔Basic problem-solving benefits that customers are seeking
family brand - ✔✔Using a single brand name for multiple related products
generic - ✔✔Unbranded products that are plainly packaged
individual brands - ✔✔Using separate brand names for different products
manufacturer brands - ✔✔Brands created by manufacturers
perceived value - ✔✔Customer's assessment of a product's overall worth
private label brands - ✔✔Brands created by retailers or wholesalers
product category - ✔✔Group of products that satisfy a similar need
product line-depth - ✔✔Number of products within a product line
product lines - ✔✔Group of closely related products
product mix - ✔✔Assortment of product lines offered by a company
product mix breadth - ✔✔Number of different product lines offered by a company
shopping goods/services - ✔✔Products that consumers compare on attributes such as price and quality
WITH CORRECT WELL DETAILED ANSWERS
associated services/augmented product - ✔✔Additional services or features that enhance the core
product
brand associations - ✔✔Mental links between a brand and its attributes or benefits
brand awareness - ✔✔Extent to which consumers are familiar with a brand
brand dilution - ✔✔Weakening of a brand through unsuccessful brand extensions
brand equity - ✔✔Value and strength of a brand in the marketplace
brand extension - ✔✔Using an existing brand name for a new product category
brand licensing - ✔✔Allowing another company to use a brand for a fee
brand loyalty - ✔✔Customer's commitment to a particular brand
brand personality - ✔✔Human-like characteristics associated with a brand
brands - ✔✔Distinct names and symbols used to identify products
cobranding - ✔✔Two or more brands jointly marketing a product
consumer product - ✔✔Product purchased by the final consumer for personal use
, convenience goods/services - ✔✔Inexpensive goods or services purchased frequently with minimal
effort
core customer value - ✔✔Basic problem-solving benefits that customers are seeking
family brand - ✔✔Using a single brand name for multiple related products
generic - ✔✔Unbranded products that are plainly packaged
individual brands - ✔✔Using separate brand names for different products
manufacturer brands - ✔✔Brands created by manufacturers
perceived value - ✔✔Customer's assessment of a product's overall worth
private label brands - ✔✔Brands created by retailers or wholesalers
product category - ✔✔Group of products that satisfy a similar need
product line-depth - ✔✔Number of products within a product line
product lines - ✔✔Group of closely related products
product mix - ✔✔Assortment of product lines offered by a company
product mix breadth - ✔✔Number of different product lines offered by a company
shopping goods/services - ✔✔Products that consumers compare on attributes such as price and quality
