Question 1

With respect to the major product packaging considerations:

Accepted Answer

A)  Cost is not a major consideration. 
B)  Marketers must consider the package's promotional role. 
C)  Buyers are not willing to pay more for improved packaging. 
D)  Package designs should always be consistent regardless of the target market. 
E)  Resellers' needs are not a product packaging consideration. 
A)  Cost is not a major consideration. 
B)  Marketers must consider the package's promotional role. 
C)  Buyers are not willing to pay more for improved packaging. 
D)  Package designs should always be consistent regardless of the target market. 
E)  Resellers' needs are not a product packaging consideration.

Question 2

What is a product? Provide an example of each type of product.

Accepted Answer

A product is a good, a service, or an id

Question 3

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's ____ than an unfamiliar brand.

Accepted Answer

A)  inept set 
B)  loyalty set 
C)  preference group 
D)  brand group 
E)  consideration set 
A)  inept set 
B)  loyalty set 
C)  preference group 
D)  brand group 
E)  consideration set

Question 4

The spray bottle for Windex Glass Cleaner could be considered a secondary-use package because

Accepted Answer

A)  its shape is ideal for multiple-unit packaging. 
B)  glass cleaner works on chrome as well as glass. 
C)  the spray nozzle has an adjustable valve. 
D)  customers can reuse it for other purposes. 
E)  it has a shape similar to other glass cleaner bottles. 
A)  its shape is ideal for multiple-unit packaging. 
B)  glass cleaner works on chrome as well as glass. 
C)  the spray nozzle has an adjustable valve. 
D)  customers can reuse it for other purposes. 
E)  it has a shape similar to other glass cleaner bottles.

Question 5

Melissa needs some spaghetti sauce and always buys Ragu. However, her local supermarket is out of Ragu and, since Melissa wants to get home to cook dinner, she settles for Prego. Melissa has brand ____ for Ragu and brand ____ for Prego.

Accepted Answer

A)  insistence; recognition 
B)  insistence; preference 
C)  loyalty; preference 
D)  preference; recognition 
E)  preference; loyalty 
A)  insistence; recognition 
B)  insistence; preference 
C)  loyalty; preference 
D)  preference; recognition 
E)  preference; loyalty

Question 6

You just recently accepted a new job at a company on the East Coast. You will be responsible for making sure your firm's products contain labeling that meets all federal laws and regulations. Your new company makes gourmet food items. Which of the following federal regulatory agencies should you become very familiar with in order to do your job most effectively?

Accepted Answer

A)  WTO 
B)  FTC 
C)  EPA 
D)  SBA 
E)  FDA 
A)  WTO 
B)  FTC 
C)  EPA 
D)  SBA 
E)  FDA

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Brand preference is the highest degree of brand loyalty.

Accepted Answer

A) True 
 B)False

Question 9

When Fiat offers to let qualified buyers test drive the Fiat Doblo van, the dealer is trying to stimulate which stage of the product adoption process?

Accepted Answer

A)  Awareness 
B)  Interest 
C)  Evaluation 
D)  Trial 
E)  Adoption 
A)  Awareness 
B)  Interest 
C)  Evaluation 
D)  Trial 
E)  Adoption

Question 10

Strategies relating to price become more mixed during a product's maturity stage.

Accepted Answer

A) True 
 B)False

Question 11

Although difficult to measure, brand loyalty represents the value of a brand to an organization.

Accepted Answer

A) True 
 B)False

Question 12

A(n)____________ is a tangible physical entity.

Accepted Answer

A)  idea 
B)  attribute 
C)  service 
D)  feature 
E)  good 
A)  idea 
B)  attribute 
C)  service 
D)  feature 
E)  good

Question 13

The crush-proof cylinder package for Pringle's potato chips is an example of innovative packaging.

Accepted Answer

A) True 
 B)False

Question 14

A light bulb can be all of the following except

Accepted Answer

A)  a consumer product. 
B)  a business product. 
C)  either a consumer product or a business product. 
D)  a business product if it is used to light an assembly line in a factory. 
E)  a consumer product if it is used to light the office of the board of directors. 
A)  a consumer product. 
B)  a business product. 
C)  either a consumer product or a business product. 
D)  a business product if it is used to light an assembly line in a factory. 
E)  a consumer product if it is used to light the office of the board of directors.

Question 15

The depth of a product mix is measured by the average number of

Accepted Answer

A)  convenience products as compared with the number of specialty products. 
B)  different product lines offered by the company. 
C)  different products offered in each product line. 
D)  specialty products as compared with the number of convenience products. 
E)  product features that the company offers. 
A)  convenience products as compared with the number of specialty products. 
B)  different product lines offered by the company. 
C)  different products offered in each product line. 
D)  specialty products as compared with the number of convenience products. 
E)  product features that the company offers.

Question 16

Multiple packaging is

Accepted Answer

A)  likely to decrease serving size. 
B)  the same as family packaging. 
C)  likely to increase demand. 
D)  the most effective type of packaging for decreasing demand. 
E)  the most expensive type of packaging. 
A)  likely to decrease serving size. 
B)  the same as family packaging. 
C)  likely to increase demand. 
D)  the most effective type of packaging for decreasing demand. 
E)  the most expensive type of packaging.

Question 17

"Business Services" is not a category or type of business product.

Accepted Answer

A) True 
 B)False

Question 18

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 different companies. 
D)  Co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. 
E)  Co-branding should take advantage of the distribution capabilities of the brands involved. 
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 different companies. 
D)  Co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. 
E)  Co-branding should take advantage of the distribution capabilities of the brands involved.

Question 19

Family branding occurs when all of a firm's products are branded with all or part of the same name.

Accepted Answer

A) True 
 B)False

Question 20

A set of Bose car speakers sold to Ford for use in the production of a hybrid Escape would be an example of a(n)

Accepted Answer

A)  component part. 
B)  specialty item. 
C)  accessory equipment. 
D)  raw material. 
E)  process material. 
A)  component part. 
B)  specialty item. 
C)  accessory equipment. 
D)  raw material. 
E)  process material.

With respect to the major product packaging considerations:

What is a product? Provide an example of each type of product.

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's ____ than an unfamiliar brand.

The spray bottle for Windex Glass Cleaner could be considered a secondary-use package because

Melissa needs some spaghetti sauce and always buys Ragu. However, her local supermarket is out of Ragu and, since Melissa wants to get home to cook dinner, she settles for Prego. Melissa has brand for Ragu and brand for Prego.

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

Brand preference is the highest degree of brand loyalty.

When Fiat offers to let qualified buyers test drive the Fiat Doblo van, the dealer is trying to stimulate which stage of the product adoption process?

Strategies relating to price become more mixed during a product's maturity stage.

Although difficult to measure, brand loyalty represents the value of a brand to an organization.

A(n)____________ is a tangible physical entity.

The crush-proof cylinder package for Pringle's potato chips is an example of innovative packaging.

A light bulb can be all of the following except

The depth of a product mix is measured by the average number of

Multiple packaging is

"Business Services" is not a category or type of business product.

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

Family branding occurs when all of a firm's products are branded with all or part of the same name.

A set of Bose car speakers sold to Ford for use in the production of a hybrid Escape would be an example of a(n)

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

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 Products

Services Marketing

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 11: Product Concepts, Branding, and Packaging

With respect to the major product packaging considerations:

What is a product? Provide an example of each type of product.

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's ____ than an unfamiliar brand.

The spray bottle for Windex Glass Cleaner could be considered a secondary-use package because

Melissa needs some spaghetti sauce and always buys Ragu. However, her local supermarket is out of Ragu and, since Melissa wants to get home to cook dinner, she settles for Prego. Melissa has brand ____ for Ragu and brand ____ for Prego.

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

Brand preference is the highest degree of brand loyalty.

When Fiat offers to let qualified buyers test drive the Fiat Doblo van, the dealer is trying to stimulate which stage of the product adoption process?

Strategies relating to price become more mixed during a product's maturity stage.

Although difficult to measure, brand loyalty represents the value of a brand to an organization.

A(n)____________ is a tangible physical entity.

The crush-proof cylinder package for Pringle's potato chips is an example of innovative packaging.

A light bulb can be all of the following except

The depth of a product mix is measured by the average number of

Multiple packaging is

"Business Services" is not a category or type of business product.

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

Family branding occurs when all of a firm's products are branded with all or part of the same name.

A set of Bose car speakers sold to Ford for use in the production of a hybrid Escape would be an example of a(n)

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

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 Products

Services Marketing

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Melissa needs some spaghetti sauce and always buys Ragu. However, her local supermarket is out of Ragu and, since Melissa wants to get home to cook dinner, she settles for Prego. Melissa has brand for Ragu and brand for Prego.