Question 1

The strategy of naming a product by using a firm's own corporate name to brand all its product lines and 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 2

The package can be an important marketing tool for the manufacturer if it is used to convey the brand's positioning.

Accepted Answer

A) True 
 B)False

Question 3

A company selling jogging strollers under the Tracks brand name now wants to move into the child bicycle trailer category.It enters into an agreement with a child bicycle trailer manufacturer.The manufacturer will produce child bicycle trailers integrated with the Tracks brand and sell them in the mid-tier market.In return for the rights to use the Tracks brand, the manufacturer will pay Tracks a percentage of the sales.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 4

Dressing UP markets jeans and T-shirts for men, women, and kids under the single brand name Blitz.The company also markets sportswear, but under the brand name Sporty.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 5

Starbucks and Dell are brands owned and managed by the manufacturer.They 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 6

Pearly and Waves are two teeth whitening brands.Both use the same "magical" ingredient (peroxide) and produce the same result.Pearly charges more than Waves.Typically, customers would choose the cheaper product because the is higher.

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 7

The complete set of all products offered by a firm are called the:

Accepted Answer

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

Question 8

A supermarket sells unbranded dairy products, salt, grains, and meat.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 9

Tempmart is a chain of discount stores.It owns and manages brands such as Street Wear and Big Fellas.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 10

Which of the following refers to the use of the same brand name for new products being introduced to the same or new markets?

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

A company markets paper, food, household cleaning supplies, medicine, cosmetics, and oral- care products.Under oral-care products, the company markets a brand of toothpaste available in three sizes and two formulations (paste and gel).Paper, food, household cleaning supplies, medicine, cosmetics, and oral-care products constitute the:

Accepted Answer

A) product mix breadth. 
B) product line depth. 
C) product mix spread. 
D) product line spread. 
E) product line offer. 
A) product mix breadth. 
B) product line depth. 
C) product mix spread. 
D) product line spread. 
E) product line offer.

Question 12

IBM and Kellogg are brands that are owned and managed by the manufacturer.They 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 13

Which of the following holds true for the term brand association?

Accepted Answer

A) It refers to the mental links that consumers make between a brand and its key product attributes. 
B) It refers to a set of human characteristics associated with a brand, which has symbolic or self-expressive meanings for consumers. 
C) It refers to the relationship between a product or service's benefits and its cost. 
D) It refers to a situation that occurs when a consumer buys the same brand's product or service repeatedly over time rather than buying from multiple suppliers within the same category. 
E) It refers to the measurement of the number of customers in a market who are familiar with a
Brand and what it stands for. 
A) It refers to the mental links that consumers make between a brand and its key product attributes. 
B) It refers to a set of human characteristics associated with a brand, which has symbolic or self-expressive meanings for consumers. 
C) It refers to the relationship between a product or service's benefits and its cost. 
D) It refers to a situation that occurs when a consumer buys the same brand's product or service repeatedly over time rather than buying from multiple suppliers within the same category. 
E) It refers to the measurement of the number of customers in a market who are familiar with a
Brand and what it stands for.

Question 14

The practice of marketing two or more brands together, on the same package or promotion, is called:

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 15

A set of human characteristics associated with a brand that has symbolic or self-expressive meanings for consumers is known as:

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

A dairy farm launched a catchy new singing commercial.The lines were: Milk for health, Milk for fun,
Milk for the young, Milk for everyone.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 17

Explain the division of consumer products based on the ways they are used and purchased.

Accepted Answer

Marketers classify consumer products acc

Question 18

High Flier, a clothing company, started manufacturing sunglasses.It marketed its sunglasses under the same brand name as its clothing.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 19

Sports International's failure in the health drinks market also affected its sales of sports goods.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 20

Beaumont is a retailer that owns and manages a brand called Queen's Choice.The Queen's Choice brand includes grocery products, financial services, and even mobile phone services.Beaumont's Queen's Choice is an example of a:

Accepted Answer

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

The strategy of naming a product by using a firm's own corporate name to brand all its product lines and products is called a:

The package can be an important marketing tool for the manufacturer if it is used to convey the brand's positioning.

Dressing UP markets jeans and T-shirts for men, women, and kids under the single brand name Blitz.The company also markets sportswear, but under the brand name Sporty.This is an example of:

Starbucks and Dell are brands owned and managed by the manufacturer.They are examples of:

Pearly and Waves are two teeth whitening brands.Both use the same "magical" ingredient (peroxide) and produce the same result.Pearly charges more than Waves.Typically, customers would choose the cheaper product because the is higher.

The complete set of all products offered by a firm are called the:

A supermarket sells unbranded dairy products, salt, grains, and meat.These are examples of:

Tempmart is a chain of discount stores.It owns and manages brands such as Street Wear and Big Fellas.These are examples of:

Which of the following refers to the use of the same brand name for new products being introduced to the same or new markets?

IBM and Kellogg are brands that are owned and managed by the manufacturer.They are examples of:

Which of the following holds true for the term brand association?

The practice of marketing two or more brands together, on the same package or promotion, is called:

A set of human characteristics associated with a brand that has symbolic or self-expressive meanings for consumers is known as:

A dairy farm launched a catchy new singing commercial.The lines were: Milk for health, Milk for fun, Milk for the young, Milk for everyone.This is an example of a:

Explain the division of consumer products based on the ways they are used and purchased.

High Flier, a clothing company, started manufacturing sunglasses.It marketed its sunglasses under the same brand name as its clothing.This is an example of:

Sports International's failure in the health drinks market also affected its sales of sports goods.This is an example of:

Beaumont is a retailer that owns and manages a brand called Queen's Choice.The Queen's Choice brand includes grocery products, financial services, and even mobile phone services.Beaumont's Queen's Choice is an example of a:

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

The strategy of naming a product by using a firm's own corporate name to brand all its product lines and products is called a:

The package can be an important marketing tool for the manufacturer if it is used to convey the brand's positioning.

Dressing UP markets jeans and T-shirts for men, women, and kids under the single brand name Blitz.The company also markets sportswear, but under the brand name Sporty.This is an example of:

Starbucks and Dell are brands owned and managed by the manufacturer.They are examples of:

Pearly and Waves are two teeth whitening brands.Both use the same "magical" ingredient (peroxide) and produce the same result.Pearly charges more than Waves.Typically, customers would choose the cheaper product because the is higher.

The complete set of all products offered by a firm are called the:

A supermarket sells unbranded dairy products, salt, grains, and meat.These are examples of:

Tempmart is a chain of discount stores.It owns and manages brands such as Street Wear and Big Fellas.These are examples of:

Which of the following refers to the use of the same brand name for new products being introduced to the same or new markets?

IBM and Kellogg are brands that are owned and managed by the manufacturer.They are examples of:

Which of the following holds true for the term brand association?

The practice of marketing two or more brands together, on the same package or promotion, is called:

A set of human characteristics associated with a brand that has symbolic or self-expressive meanings for consumers is known as:

A dairy farm launched a catchy new singing commercial.The lines were: Milk for health, Milk for fun, Milk for the young, Milk for everyone.This is an example of a:

Explain the division of consumer products based on the ways they are used and purchased.

High Flier, a clothing company, started manufacturing sunglasses.It marketed its sunglasses under the same brand name as its clothing.This is an example of:

Sports International's failure in the health drinks market also affected its sales of sports goods.This is an example of:

Beaumont is a retailer that owns and manages a brand called Queen's Choice.The Queen's Choice brand includes grocery products, financial services, and even mobile phone services.Beaumont's Queen's Choice is an example of a:

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