Question 1

Family packaging cannot be used for individual product lines; it must apply to the entire product mix of the firm.

Accepted Answer

A) True 
 B)False

Question 2

What functions do packages perform? What are the factors marketers should consider when developing packages?

Accepted Answer

Effective packaging involves more than s

Question 3

Product mix refers to a related group of products in the product line.

Accepted Answer

A) True 
 B)False

Question 4

Marvel Comics allowed various organizations to use its Spiderman and Incredible Hulk characters to market a wide variety of toys and clothing items. Marvel Comics received a percentage of the gross revenues. This is .

Accepted Answer

A)  brand licensing 
B)  character exploiting 
C)  co-branding 
D)  family branding 
E)  trademark leasing 
A)  brand licensing 
B)  character exploiting 
C)  co-branding 
D)  family branding 
E)  trademark leasing

Question 5

During the decline stage of the product life cycle, .

Accepted Answer

A)  sales fall rapidly 
B)  the sales curve peaks and starts to decline 
C)  competition is at its peak 
D)  profits are below zero 
E)  profits peak and then begin to decline 
A)  sales fall rapidly 
B)  the sales curve peaks and starts to decline 
C)  competition is at its peak 
D)  profits are below zero 
E)  profits peak and then begin to decline

Question 6

Consumers are reluctant to purchase substitute brands if a desired brand of a convenience product is unattainable.

Accepted Answer

A) True 
 B)False

Question 7

Scenario 10.3
Use the following to answer the questions.
The Pillsbury division of General Mills has promoted its baking products through its trade character, the Pillsbury Doughboy, since 1965. He appears in television commercials touting the quality, benefits, and features of the products Pillsbury sells. Each product in the Pillsbury line, such as crescent rolls, pizza dough, biscuits, and cinnamon rolls, includes the Pillsbury name on the package. In addition to the Pillsbury name, the Pillsbury Doughboy also appears on each package, although in different poses. On the Pillsbury website, the Pillsbury Doughboy character is animated and can be seen "dancing". He can be downloaded to your personal computer or used to create your own e-card.
-Refer to Scenario 10.3. How does brand loyalty typically affect a customer's purchase decisions?

Accepted Answer

A)  It makes every purchase easy. 
B)  It shortens the amount of time and reduces the risk. 
C)  It provides an automatic measure of quality for all products. 
D)  It lengthens the process due to the great effort expended. 
E)  It makes decisions difficult because most people are loyal to many brands. 
A)  It makes every purchase easy. 
B)  It shortens the amount of time and reduces the risk. 
C)  It provides an automatic measure of quality for all products. 
D)  It lengthens the process due to the great effort expended. 
E)  It makes decisions difficult because most people are loyal to many brands.

Question 8

Package safety or convenience features can perform a promotional role.

Accepted Answer

A) True 
 B)False

Question 9

Customers will more easily recognize a new product as belonging to a particular product category if the marketers use _.

Accepted Answer

A)  family branding 
B)  innovative packaging 
C)  category-consistent packaging 
D)  category labeling 
E)  product category packaging 
A)  family branding 
B)  innovative packaging 
C)  category-consistent packaging 
D)  category labeling 
E)  product category packaging

Question 10

Aggressive pricing is typical during the stage of the product life cycle.

Accepted Answer

A)  decline 
B)  growth 
C)  introduction 
D)  plateau 
E)  stabilization 
A)  decline 
B)  growth 
C)  introduction 
D)  plateau 
E)  stabilization

Question 11

A product's classification can influence its price, distribution, and promotion.

Accepted Answer

A) True 
 B)False

Question 12

Packaging can be used to communicate symbolically the quality or premium nature of a product.

Accepted Answer

A) True 
 B)False

Question 13

products have a lower inventory turnover and need fewer distribution outlets than convenience goods.

Accepted Answer

A)  Seasonal 
B)  Unsought 
C)  Specialty 
D)  Durable 
E)  Shopping 
A)  Seasonal 
B)  Unsought 
C)  Specialty 
D)  Durable 
E)  Shopping

Question 14

The width of a product mix refers to the number of generic products offered by a company.

Accepted Answer

A) True 
 B)False

Question 15

A product mix is best described as .

Accepted Answer

A)  all products offered by a firm 
B)  product, distribution, promotion, and price 
C)  similar products sold by one firm 
D)  all products of a particular type 
E)  a group of products that are considered a unit because of market, technical, or end-use considerations 
A)  all products offered by a firm 
B)  product, distribution, promotion, and price 
C)  similar products sold by one firm 
D)  all products of a particular type 
E)  a group of products that are considered a unit because of market, technical, or end-use considerations

Question 16

Multiple packaging interferes with handling and storage of products.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following issues is least important in using co-branding effectively?

Accepted Answer

A)  The brands involved should represent a complementary fit in a customer's mind. 
B)  The brands that are teamed together should not lose their individual identities. 
C)  The brands involved should be owned by the same company. 
D)  It should be clear to customers which brand is the main brand in a co-branded product. 
E)  Marketers should understand when a co-branded product is unsuccessful. 
A)  The brands involved should represent a complementary fit in a customer's mind. 
B)  The brands that are teamed together should not lose their individual identities. 
C)  The brands involved should be owned by the same company. 
D)  It should be clear to customers which brand is the main brand in a co-branded product. 
E)  Marketers should understand when a co-branded product is unsuccessful.

Question 18

If Subway made an agreement allowing another company to use its brand name on a new supermarket ready-to- eat sandwich, this would be known as .

Accepted Answer

A)  co-branding 
B)  brand extension 
C)  brand licensing 
D)  trademark licensing 
E)  cooperative branding 
A)  co-branding 
B)  brand extension 
C)  brand licensing 
D)  trademark licensing 
E)  cooperative branding

Question 19

What degree of brand loyalty is the strongest and most desired by marketers?

Accepted Answer

A)  Brand preference 
B)  Brand requirement 
C)  Brand awareness 
D)  Brand insistence 
E)  Brand recognition 
A)  Brand preference 
B)  Brand requirement 
C)  Brand awareness 
D)  Brand insistence 
E)  Brand recognition

Family packaging cannot be used for individual product lines; it must apply to the entire product mix of the firm.

What functions do packages perform? What are the factors marketers should consider when developing packages?

Product mix refers to a related group of products in the product line.

Marvel Comics allowed various organizations to use its Spiderman and Incredible Hulk characters to market a wide variety of toys and clothing items. Marvel Comics received a percentage of the gross revenues. This is .

During the decline stage of the product life cycle, .

Consumers are reluctant to purchase substitute brands if a desired brand of a convenience product is unattainable.

Package safety or convenience features can perform a promotional role.

Customers will more easily recognize a new product as belonging to a particular product category if the marketers use _.

Aggressive pricing is typical during the stage of the product life cycle.

A product's classification can influence its price, distribution, and promotion.

Packaging can be used to communicate symbolically the quality or premium nature of a product.

products have a lower inventory turnover and need fewer distribution outlets than convenience goods.

The width of a product mix refers to the number of generic products offered by a company.

A product mix is best described as .

Multiple packaging interferes with handling and storage of products.

Which of the following issues is least important in using co-branding effectively?

If Subway made an agreement allowing another company to use its brand name on a new supermarket ready-to- eat sandwich, this would be known as .

What degree of brand loyalty is the strongest and most desired by marketers?

Customer-Driven Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment, Social Responsibility, and Ethics

Marketing Research and Information Systems

Target Markets: Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Developing and Managing Goods and Services

Pricing Concepts and Management

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Filters

Exam 10: Product, Branding, and Packaging Concepts

Family packaging cannot be used for individual product lines; it must apply to the entire product mix of the firm.

What functions do packages perform? What are the factors marketers should consider when developing packages?

Product mix refers to a related group of products in the product line.

Marvel Comics allowed various organizations to use its Spiderman and Incredible Hulk characters to market a wide variety of toys and clothing items. Marvel Comics received a percentage of the gross revenues. This is .

During the decline stage of the product life cycle, .

Consumers are reluctant to purchase substitute brands if a desired brand of a convenience product is unattainable.

Package safety or convenience features can perform a promotional role.

Customers will more easily recognize a new product as belonging to a particular product category if the marketers use _.

Aggressive pricing is typical during the stage of the product life cycle.

A product's classification can influence its price, distribution, and promotion.

Packaging can be used to communicate symbolically the quality or premium nature of a product.

products have a lower inventory turnover and need fewer distribution outlets than convenience goods.

The width of a product mix refers to the number of generic products offered by a company.

A product mix is best described as .

Multiple packaging interferes with handling and storage of products.

Which of the following issues is least important in using co-branding effectively?

If Subway made an agreement allowing another company to use its brand name on a new supermarket ready-to- eat sandwich, this would be known as .

What degree of brand loyalty is the strongest and most desired by marketers?

Customer-Driven Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment, Social Responsibility, and Ethics

Marketing Research and Information Systems

Target Markets: Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Developing and Managing Goods and Services

Pricing Concepts and Management

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Filters