Question 1

Individual branding facilitates market segmentation.

Accepted Answer

A) True 
 B)False

Question 2

A trademark signifies .

Accepted Answer

A)  that the owner has exclusive use of a brand and others are prohibited from using it 
B)  that a product was manufactured by a particular company 
C)  the full and legal name of an organization 
D)  the level of quality of a product based on its legally protected rights 
E)  the inventive use of a brand name or brand mark to identify a company's products 
A)  that the owner has exclusive use of a brand and others are prohibited from using it 
B)  that a product was manufactured by a particular company 
C)  the full and legal name of an organization 
D)  the level of quality of a product based on its legally protected rights 
E)  the inventive use of a brand name or brand mark to identify a company's products

Question 3

While Alec's grandfather still prefers using a land line, he just bought his first cell phone. Alec's grandfather is most likely oriented toward the past and is a member of the group.

Accepted Answer

A)  non-adopters 
B)  laggards 
C)  innovators 
D)  late adopters 
E)  late majority 
A)  non-adopters 
B)  laggards 
C)  innovators 
D)  late adopters 
E)  late majority

Question 4

Labels facilitate product identification.

Accepted Answer

A) True 
 B)False

Question 5

The use of darker colors in packaging design makes the package appear smaller to consumers.

Accepted Answer

A) True 
 B)False

Question 6

Beyond the obvious limitation that the package must be large enough to hold the product, a package can be designed to appear taller or shorter.

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. The Pillsbury brand name would be characterized as a brand.

Accepted Answer

A)  private 
B)  manufacturer 
C)  store 
D)  generic 
E)  dealer 
A)  private 
B)  manufacturer 
C)  store 
D)  generic 
E)  dealer

Question 8

While shopping at a landscaping store, Jessie sees a green bag labeled "potting soil." This is an example of .

Accepted Answer

A)  streamline packaging 
B)  generic branding 
C)  store branding 
D)  individual branding 
E)  category-consistent packaging 
A)  streamline packaging 
B)  generic branding 
C)  store branding 
D)  individual branding 
E)  category-consistent packaging

Question 9

A(n) occurs when an organization uses one of its existing brands to brand a new product in a different product category.

Accepted Answer

A)  brand-extension 
B)  brand-licensing 
C)  family branding 
D)  individual branding 
E)  new-product branding 
A)  brand-extension 
B)  brand-licensing 
C)  family branding 
D)  individual branding 
E)  new-product branding

Question 10

Discuss the marketing efforts that are likely to be used during the growth stage of the product life cycle.

Accepted Answer

In the growth stage, profits begin to de

Question 11

What are the major functions of a label?

Accepted Answer

Labeling is very closely interrelated wi

Question 12

In what ways can packaging be used strategically?

Accepted Answer

Packaging can be a major component of a

Question 13

The brand name "Minute Rice" would be more difficult to protect legally than "Exxon."

Accepted Answer

A) True 
 B)False

Question 14

Products used directly in the production of a final product but are not easily identifiable are categorized as .

Accepted Answer

A)  accessory products 
B)  component parts 
C)  MRO supplies 
D)  assembly components 
E)  process materials 
A)  accessory products 
B)  component parts 
C)  MRO supplies 
D)  assembly components 
E)  process materials

Question 15

Profits decline in the maturity stage, largely because of increased competition.

Accepted Answer

A) True 
 B)False

Question 16

When all packages of a firm are designed to appear similar or include one major element of the design, it is using family packaging.

Accepted Answer

A) True 
 B)False

Question 17

The brands used for co-branding cannot be owned by the same company.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is not a benefit of multiple packaging?

Accepted Answer

A)  Increases the amount of the product available at the point of consumption 
B)  Increases demand 
C)  Increases consumer acceptance of the product 
D)  Makes handling or storage easier 
E)  Offers more product diversity 
A)  Increases the amount of the product available at the point of consumption 
B)  Increases demand 
C)  Increases consumer acceptance of the product 
D)  Makes handling or storage easier 
E)  Offers more product diversity

Question 19

A distinguishing factor between a brand name and a brand mark is that a brand name .

Accepted Answer

A)  creates customer loyalty 
B)  consists of words 
C)  identifies only one item in the product mix 
D)  is registered with the U.S. Patent and Trademark Office 
E)  implies an organization's name 
A)  creates customer loyalty 
B)  consists of words 
C)  identifies only one item in the product mix 
D)  is registered with the U.S. Patent and Trademark Office 
E)  implies an organization's name

Question 20

Lighter colors may be used to make a package appear larger to consumers.

Accepted Answer

A) True 
 B)False

Individual branding facilitates market segmentation.

A trademark signifies .

While Alec's grandfather still prefers using a land line, he just bought his first cell phone. Alec's grandfather is most likely oriented toward the past and is a member of the group.

Labels facilitate product identification.

The use of darker colors in packaging design makes the package appear smaller to consumers.

Beyond the obvious limitation that the package must be large enough to hold the product, a package can be designed to appear taller or shorter.

While shopping at a landscaping store, Jessie sees a green bag labeled "potting soil." This is an example of .

A(n) occurs when an organization uses one of its existing brands to brand a new product in a different product category.

Discuss the marketing efforts that are likely to be used during the growth stage of the product life cycle.

What are the major functions of a label?

In what ways can packaging be used strategically?

The brand name "Minute Rice" would be more difficult to protect legally than "Exxon."

Products used directly in the production of a final product but are not easily identifiable are categorized as .

Profits decline in the maturity stage, largely because of increased competition.

When all packages of a firm are designed to appear similar or include one major element of the design, it is using family packaging.

The brands used for co-branding cannot be owned by the same company.

Which of the following is not a benefit of multiple packaging?

A distinguishing factor between a brand name and a brand mark is that a brand name .

Lighter colors may be used to make a package appear larger to consumers.

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

Individual branding facilitates market segmentation.

A trademark signifies .

While Alec's grandfather still prefers using a land line, he just bought his first cell phone. Alec's grandfather is most likely oriented toward the past and is a member of the group.

Labels facilitate product identification.

The use of darker colors in packaging design makes the package appear smaller to consumers.

Beyond the obvious limitation that the package must be large enough to hold the product, a package can be designed to appear taller or shorter.

While shopping at a landscaping store, Jessie sees a green bag labeled "potting soil." This is an example of .

A(n) occurs when an organization uses one of its existing brands to brand a new product in a different product category.

Discuss the marketing efforts that are likely to be used during the growth stage of the product life cycle.

What are the major functions of a label?

In what ways can packaging be used strategically?

The brand name "Minute Rice" would be more difficult to protect legally than "Exxon."

Products used directly in the production of a final product but are not easily identifiable are categorized as .

Profits decline in the maturity stage, largely because of increased competition.

When all packages of a firm are designed to appear similar or include one major element of the design, it is using family packaging.

The brands used for co-branding cannot be owned by the same company.

Which of the following is not a benefit of multiple packaging?

A distinguishing factor between a brand name and a brand mark is that a brand name .

Lighter colors may be used to make a package appear larger to consumers.

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