Chapter 12.3

Question 0

Brand awareness

Answer 0

Means the product is the first one that comes to mind when a category is mentioned.

Question 1

Brand equity

Answer 1

The added value that a respectable name gives to a product.

Value results from a combination of factors including awareness, loyalty, perceived quality, as well as any feelings or images the customer associates with the brand.

Question 2

Brand manager or aka Product manager

Answer 2

Manages marketing strategies for large companies.

This marketer plans and implements the balance of promotional, pricing, distribution, and product arrangements that leads to strong brand equity.

Question 3

Category manager

Answer 3

Newer type of marketer, that oversees an entire group of products.

They have profit responsibility for their product group.

Question 4

Analysts

Answer 4

Helps assist category managers.

Question 5

Category advisor

Answer 5

This vendor is the major supplier designated by a business customer to assume responsibility for dealing with all the other vendors for a project and presenting the entire package to the business buyer.

Functions in the B2B context.

Question 6

Universal product code (UPC)

Answer 6

The bar code read by optical scanners that print the name of the item and the price on a receipt.

Question 7

Distribution strategy

Answer 7

Deals with marketing activities and institutions involved in getting the right good or service to the firms customers.

Question 8

Two major components of an organizations distribution strategy

Answer 8

Distribution Channels and Physical Distribution.

Question 9

Distribution channels

Answer 9

Are the paths that products-and legal ownership of them- follow from producer to consumer or business user.

Question 10

Physical distribution

Answer 10

Is the actual movement of products from producer to consumers or business users.

Question 11

Direct distribution channel

Answer 11

Which carries goods directly from producer to consumer or business user, or distribution channels that involve several different marketing intermediaries.

Question 12

Marketing Intermediary also called Middle Man

Answer 12

Is a business firm that moves goods between producers and consumers or business users.

Intermediaries perform various functions that help the distribution channel operate smoothly, such as buying, selling, storing, and transporting products.

Question 13

Two main category’s of marketing “Intermediaries”

Answer 13

Wholesalers and retailers

Question 14

Wholesaler

Answer 14

Is a distribution channel member that sells primarily to retailers, other wholesalers, or business users.

Sysco buys food from producers then resells them to restaurants and hotels.