Question 1

One of the disadvantages for the licensor in brand licensing is dilution of the brand equity because of overexposure of the brand.

Accepted Answer

A) True 
 B)False

Question 2

Fresh Food offers fresh, high-quality foods.It emphasizes that its foods are a healthy choice because they are free of pesticides.Customers are very familiar with the brand and what it stands for, and have an opinion about it.This is an example of:

Accepted Answer

A) brand association. 
B) brand awareness. 
C) brand loyalty. 
D) brand personality. 
E) perceived value. 
A) brand association. 
B) brand awareness. 
C) brand loyalty. 
D) brand personality. 
E) perceived value.

Question 3

Describe the innovations in design and materials over the years that have helped packaging to play an increasingly important role in brand positioning and shelf appeal.

Accepted Answer

First introduced in

Question 4

Makers is a department chain with several in-house brands, such as Smart Kid, Neoners, and Beauty.These are examples of:

Accepted Answer

A) national brands. 
B) generic brands. 
C) private-label brands. 
D) home brands. 
E) public brands. 
A) national brands. 
B) generic brands. 
C) private-label brands. 
D) home brands. 
E) public brands.

Question 5

A product label on a package is a communication tool.

Accepted Answer

A) True 
 B)False

Question 6

Explain the concept of generic brands.

Accepted Answer

Generic products are those sold without

Question 7

The Apple logo, which is an apple with a bite taken out of it, identifies Apple's goods as distinct from those of other sellers.The Apple logo is an example of a(n):

Accepted Answer

A) augmented product. 
B) product mix. 
C) customer lifetime value. 
D) brand. 
E) core customer value. 
A) augmented product. 
B) product mix. 
C) customer lifetime value. 
D) brand. 
E) core customer value.

Question 8

A company markets a fairly wide variety of products that includes paper, food, household cleaning supplies, medicine, cosmetics, and oral-care products.The products constitute the company's:

Accepted Answer

A) augmented product. 
B) product mix. 
C) customer lifetime value. 
D) brand quality. 
E) core customer value. 
A) augmented product. 
B) product mix. 
C) customer lifetime value. 
D) brand quality. 
E) core customer value.

Question 9

Royals manufactures clothing for men, women, and kids under the single brand Royals.This is an example of:

Accepted Answer

A) corporate and product line brand. 
B) individual brand. 
C) family brand. 
D) home brand. 
E) public brand. 
A) corporate and product line brand. 
B) individual brand. 
C) family brand. 
D) home brand. 
E) public brand.

Question 10

Which of the following is a contractual arrangement between firms, whereby one firm allows another to use its brand name, logo, symbols, or characters in exchange for a negotiated fee?

Accepted Answer

A) cobranding 
B) brand equity 
C) brand licensing 
D) brand extension 
E) brand dilution 
A) cobranding 
B) brand equity 
C) brand licensing 
D) brand extension 
E) brand dilution

Question 11

Explain how brands add value for both customers and the firm?

Accepted Answer

Brands are often easily recognized by co

Question 12

A company that specializes in making sports bikes decides to create its own brand of perfume.Customers did not take kindly to the perfume and let the company know about it.The company's attempt adversely affected consumer perceptions about the company's bikes.The company was forced to admit its mistake and stopped producing the perfume.This is an example of:

Accepted Answer

A) cobranding. 
B) brand equity. 
C) brand licensing. 
D) brand extension. 
E) brand dilution. 
A) cobranding. 
B) brand equity. 
C) brand licensing. 
D) brand extension. 
E) brand dilution.

Question 13

The strategy of naming a product by using a combination of a corporate name and an individual brand name to distinguish a firm's products is called a:

Accepted Answer

A) corporate and product line brand. 
B) individual brand. 
C) family brand. 
D) home brand. 
E) public brand. 
A) corporate and product line brand. 
B) individual brand. 
C) family brand. 
D) home brand. 
E) public brand.

Question 14

Brad loves playing video games.He is a Sony customer and used PlayStation 2 for a long time until PlayStation 3 came out.He bought a PlayStation 3 the day it came out.He loves Sony's video game products so much that he now buys only Sony products.This is an example of:

Accepted Answer

A) brand association. 
B) brand awareness. 
C) brand loyalty. 
D) brand personality. 
E) perceived value. 
A) brand association. 
B) brand awareness. 
C) brand loyalty. 
D) brand personality. 
E) perceived value.

Question 15

Many consumers are familiar with the brands Pepsi and Coca-Cola and what they stand for.This is an example of:

Accepted Answer

A) brand association. 
B) brand awareness. 
C) brand loyalty. 
D) brand personality. 
E) perceived value. 
A) brand association. 
B) brand awareness. 
C) brand loyalty. 
D) brand personality. 
E) perceived value.

Question 16

Brands enable customers to differentiate one firm or product from another.

Accepted Answer

A) True 
 B)False

Question 17

Explain why packaging is important for retailers.

Accepted Answer

Packaging is an important brand element

Question 18

A car company uses the tagline "Suite on roads." This is an example of a:

Accepted Answer

A) slogan. 
B) character. 
C) logo. 
D) brand name. 
E) jingle. 
A) slogan. 
B) character. 
C) logo. 
D) brand name. 
E) jingle.

Question 19

Explain how firms can change product line depth.

Accepted Answer

Firms occasionally either add to or dele

Question 20

A new car entered the market with great success.Positioned as a sports car with supercar performance, it has shattered the lap times of the fastest cars in the world.Customers primarily looking for speed and excitement are the target market.Speed and excitement constitute the:

Accepted Answer

A) augmented product. 
B) product mix. 
C) customer lifetime value. 
D) brand. 
E) core customer value. 
A) augmented product. 
B) product mix. 
C) customer lifetime value. 
D) brand. 
E) core customer value.

One of the disadvantages for the licensor in brand licensing is dilution of the brand equity because of overexposure of the brand.

Fresh Food offers fresh, high-quality foods.It emphasizes that its foods are a healthy choice because they are free of pesticides.Customers are very familiar with the brand and what it stands for, and have an opinion about it.This is an example of:

Describe the innovations in design and materials over the years that have helped packaging to play an increasingly important role in brand positioning and shelf appeal.

Makers is a department chain with several in-house brands, such as Smart Kid, Neoners, and Beauty.These are examples of:

A product label on a package is a communication tool.

Explain the concept of generic brands.

The Apple logo, which is an apple with a bite taken out of it, identifies Apple's goods as distinct from those of other sellers.The Apple logo is an example of a(n):

A company markets a fairly wide variety of products that includes paper, food, household cleaning supplies, medicine, cosmetics, and oral-care products.The products constitute the company's:

Royals manufactures clothing for men, women, and kids under the single brand Royals.This is an example of:

Which of the following is a contractual arrangement between firms, whereby one firm allows another to use its brand name, logo, symbols, or characters in exchange for a negotiated fee?

Explain how brands add value for both customers and the firm?

The strategy of naming a product by using a combination of a corporate name and an individual brand name to distinguish a firm's products is called a:

Brad loves playing video games.He is a Sony customer and used PlayStation 2 for a long time until PlayStation 3 came out.He bought a PlayStation 3 the day it came out.He loves Sony's video game products so much that he now buys only Sony products.This is an example of:

Many consumers are familiar with the brands Pepsi and Coca-Cola and what they stand for.This is an example of:

Brands enable customers to differentiate one firm or product from another.

Explain why packaging is important for retailers.

A car company uses the tagline "Suite on roads." This is an example of a:

Explain how firms can change product line depth.

A new car entered the market with great success.Positioned as a sports car with supercar performance, it has shattered the lap times of the fastest cars in the world.Customers primarily looking for speed and excitement are the target market.Speed and excitement constitute the:

Developing a Marketing Strategies and a Marketing Plan

Analyzing the Marketing Environment

Understanding the Marketplace Consumer Behaviour

Business-To-Business Marketing

Targeting the Marketplace Segmentation, Targeting, and Positioning

Marketing Research

Value Creation Developing New Products

Product, Branding, and Packaging Decisions

Transacting Value Pricing Concepts and Strategies : Establishing Value

Value Delivery : Designing the Distribution Channel and Supply Chain Marketing Channels

Retailing and Multichanneled Marketing

Value Communication Integrated Marketing Communications

Advertising, Sales Promotions, and Personal Selling

Social and Mobile Marketing

Marketing in the Global Environment Global Marketing

Ethics and Socially Responsible Marketing

Filters

Exam 9: Services the Intangible Product

One of the disadvantages for the licensor in brand licensing is dilution of the brand equity because of overexposure of the brand.

Fresh Food offers fresh, high-quality foods.It emphasizes that its foods are a healthy choice because they are free of pesticides.Customers are very familiar with the brand and what it stands for, and have an opinion about it.This is an example of:

Describe the innovations in design and materials over the years that have helped packaging to play an increasingly important role in brand positioning and shelf appeal.

Makers is a department chain with several in-house brands, such as Smart Kid, Neoners, and Beauty.These are examples of:

A product label on a package is a communication tool.

Explain the concept of generic brands.

The Apple logo, which is an apple with a bite taken out of it, identifies Apple's goods as distinct from those of other sellers.The Apple logo is an example of a(n):

A company markets a fairly wide variety of products that includes paper, food, household cleaning supplies, medicine, cosmetics, and oral-care products.The products constitute the company's:

Royals manufactures clothing for men, women, and kids under the single brand Royals.This is an example of:

Which of the following is a contractual arrangement between firms, whereby one firm allows another to use its brand name, logo, symbols, or characters in exchange for a negotiated fee?

Explain how brands add value for both customers and the firm?

The strategy of naming a product by using a combination of a corporate name and an individual brand name to distinguish a firm's products is called a:

Brad loves playing video games.He is a Sony customer and used PlayStation 2 for a long time until PlayStation 3 came out.He bought a PlayStation 3 the day it came out.He loves Sony's video game products so much that he now buys only Sony products.This is an example of:

Many consumers are familiar with the brands Pepsi and Coca-Cola and what they stand for.This is an example of:

Brands enable customers to differentiate one firm or product from another.

Explain why packaging is important for retailers.

A car company uses the tagline "Suite on roads." This is an example of a:

Explain how firms can change product line depth.

A new car entered the market with great success.Positioned as a sports car with supercar performance, it has shattered the lap times of the fastest cars in the world.Customers primarily looking for speed and excitement are the target market.Speed and excitement constitute the:

Developing a Marketing Strategies and a Marketing Plan

Analyzing the Marketing Environment

Understanding the Marketplace Consumer Behaviour

Business-To-Business Marketing

Targeting the Marketplace Segmentation, Targeting, and Positioning

Marketing Research

Value Creation Developing New Products

Product, Branding, and Packaging Decisions

Transacting Value Pricing Concepts and Strategies : Establishing Value

Value Delivery : Designing the Distribution Channel and Supply Chain Marketing Channels

Retailing and Multichanneled Marketing

Value Communication Integrated Marketing Communications

Advertising, Sales Promotions, and Personal Selling

Social and Mobile Marketing

Marketing in the Global Environment Global Marketing

Ethics and Socially Responsible Marketing

Filters