Question 1

The full and legal name of an organization is called the

Accepted Answer

A)  trademark. 
B)  legal title. 
C)  organizational name. 
D)  brand name. 
E)  trade name. 
A)  trademark. 
B)  legal title. 
C)  organizational name. 
D)  brand name. 
E)  trade name.

Question 2

Marketers must follow packaging technology and legislation to make modifications that ensure consumer safety.

Accepted Answer

A) True 
 B)False

Question 3

A distributor of plumbing supplies purchases a desktop computer to aid in inventory control. This computer is an example of which type of business product?

Accepted Answer

A)  Raw material 
B)  Installations 
C)  Accessory equipment 
D)  Component part 
E)  Process material 
A)  Raw material 
B)  Installations 
C)  Accessory equipment 
D)  Component part 
E)  Process material

Question 4

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

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 5

Shania loves new electronic products, but she also wants to make sure she gets a good value for her money. Therefore, she waits a few months after a product is introduced to see whether all the kinks are worked out. In the meantime, she reads ratings and reviews. She also turns to her friend John, who is one of the first people to adopt and test out new products. She relies heavily on John's recommendations. When she is satisfied as to its value, she usually buys the product. Shania most likely fits into which category?

Accepted Answer

A)  Early adopter 
B)  Early majority 
C)  Innovator 
D)  Late majority 
E)  Laggard 
A)  Early adopter 
B)  Early majority 
C)  Innovator 
D)  Late majority 
E)  Laggard

Question 6

Brand licensing agreements can fail for many reasons but usually not because of

Accepted Answer

A)  poor timing in the marketplace. 
B)  a lack of manufacturing control of the licensed product. 
C)  a strong match between the product and the licensed brand. 
D)  using the wrong types of distribution channels to market the product. 
E)  licensing the brand to too many unrelated products. 
A)  poor timing in the marketplace. 
B)  a lack of manufacturing control of the licensed product. 
C)  a strong match between the product and the licensed brand. 
D)  using the wrong types of distribution channels to market the product. 
E)  licensing the brand to too many unrelated products.

Question 7

Recently, buyers have shown an unwillingness to pay more for improved packaging.

Accepted Answer

A) True 
 B)False

Question 8

Sandwich bread would more likely be packaged in a green wrapper than a yellow one.

Accepted Answer

A) True 
 B)False

Question 9

Intensive competition causes price increases during the growth stage of the product life cycle.

Accepted Answer

A) True 
 B)False

Question 10

Greenpeace is an environmental organization with the mission to "ensure the ability of the Earth to nurture life in all its diversity." It engages in much advocacy related to environmental issues including climate change, deforestation, overfishing, and more. Greenpeace's main product is most likely a(n)

Accepted Answer

A)  good. 
B)  tangible entity. 
C)  service. 
D)  idea. 
E)  feature. 
A)  good. 
B)  tangible entity. 
C)  service. 
D)  idea. 
E)  feature.

Question 11

The marketing mix should be left alone during the maturity stage of the product life cycle; tampering with it may bring an early death to the product.

Accepted Answer

A) True 
 B)False

Question 12

Competition between manufacturer brands and private distributor brands is becoming more intense in several major categories.

Accepted Answer

A) True 
 B)False

Question 13

Naked Juice, a subsidiary of PepsiCo, was placed in a negative light when it was revealed that their "Natural" claims on the labels of their Naked Juice products were not necessarily accurate. Synthetic ingredients were detected in the juice. Critics claimed this made the claims of "Natural" deceiving. Naked Juice agreed to remove the claim from its label. Naked Juice was most likely using the word "Natural" on its labels for ___________________ purposes.

Accepted Answer

A)  informational 
B)  legal 
C)  promotional 
D)  convenience 
E)  identification 
A)  informational 
B)  legal 
C)  promotional 
D)  convenience 
E)  identification

Question 14

Labeling is ____________ packaging.

Accepted Answer

A)  always included on the back of 
B)  always included on the front of 
C)  never required on 
D)  done independent of 
E)  closely interrelated to 
A)  always included on the back of 
B)  always included on the front of 
C)  never required on 
D)  done independent of 
E)  closely interrelated to

Question 15

The core product element of the total product can include installation, delivery, training, and financing.

Accepted Answer

A) True 
 B)False

Question 16

When Glidden introduced interior house paint in plastic gallon containers, including a no-drip spout, this was an example of ____ packaging.

Accepted Answer

A)  category-consistent 
B)  innovative 
C)  traditional 
D)  green 
E)  convenience 
A)  category-consistent 
B)  innovative 
C)  traditional 
D)  green 
E)  convenience

Question 17

If a brand is extended too many times, one major risk is that it can lead to _____.

Accepted Answer

A)  family branding 
B)  brand dilution 
C)  co-branding 
D)  line extensions 
E)  generic branding 
A)  family branding 
B)  brand dilution 
C)  co-branding 
D)  line extensions 
E)  generic branding

Question 18

Francis works at the large corporate headquarters of a multinational company. She is a bit of a clean freak. Every week she cleans her office, including the windows. Her favorite window cleaner to use is Windex. In this case, Windex Window Cleaner is which of the following types of business products?

Accepted Answer

A)  MRO supplies 
B)  Installations 
C)  Accessory equipment 
D)  Process materials 
E)  Component parts 
A)  MRO supplies 
B)  Installations 
C)  Accessory equipment 
D)  Process materials 
E)  Component parts

Question 19

You developed a new smartphone cover that you have been selling at flea markets around your hometown. You have been pleasantly surprised at how successful the covers have been so far. However, you are becoming increasingly concerned that some copycat vendors have begun selling similar products that have names that are very close to your products' name. What should you do?

Accepted Answer

A)  Incorporate your product's name. 
B)  File the necessary papers to establish your legal right to your brand mark. 
C)  File the necessary papers to establish your legal right to your brand. 
D)  File the necessary papers to establish your legal right to your trademark. 
E)  Increase your brand recognition by doing more marketing. 
A)  Incorporate your product's name. 
B)  File the necessary papers to establish your legal right to your brand mark. 
C)  File the necessary papers to establish your legal right to your brand. 
D)  File the necessary papers to establish your legal right to your trademark. 
E)  Increase your brand recognition by doing more marketing.

Question 20

Which of the following tactics would typically be employed when a product is in the growth stage of its life cycle?

Accepted Answer

A)  Lowering prices after developmental costs have been recovered 
B)  Raising promotion expenditures as a percentage of total sales 
C)  Moving from intensive to selective distribution 
D)  Raising prices to encourage competitors to enter the market 
E)  Reducing the number of product models in the product line 
A)  Lowering prices after developmental costs have been recovered 
B)  Raising promotion expenditures as a percentage of total sales 
C)  Moving from intensive to selective distribution 
D)  Raising prices to encourage competitors to enter the market 
E)  Reducing the number of product models in the product line

The full and legal name of an organization is called the

Marketers must follow packaging technology and legislation to make modifications that ensure consumer safety.

A distributor of plumbing supplies purchases a desktop computer to aid in inventory control. This computer is an example of which type of business product?

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

Brand licensing agreements can fail for many reasons but usually not because of

Recently, buyers have shown an unwillingness to pay more for improved packaging.

Sandwich bread would more likely be packaged in a green wrapper than a yellow one.

Intensive competition causes price increases during the growth stage of the product life cycle.

The marketing mix should be left alone during the maturity stage of the product life cycle; tampering with it may bring an early death to the product.

Competition between manufacturer brands and private distributor brands is becoming more intense in several major categories.

Labeling is ____________ packaging.

The core product element of the total product can include installation, delivery, training, and financing.

When Glidden introduced interior house paint in plastic gallon containers, including a no-drip spout, this was an example of ____ packaging.

If a brand is extended too many times, one major risk is that it can lead to _____.

Which of the following tactics would typically be employed when a product is in the growth stage of its life cycle?

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

The full and legal name of an organization is called the

Marketers must follow packaging technology and legislation to make modifications that ensure consumer safety.

A distributor of plumbing supplies purchases a desktop computer to aid in inventory control. This computer is an example of which type of business product?

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

Brand licensing agreements can fail for many reasons but usually not because of

Recently, buyers have shown an unwillingness to pay more for improved packaging.

Sandwich bread would more likely be packaged in a green wrapper than a yellow one.

Intensive competition causes price increases during the growth stage of the product life cycle.

The marketing mix should be left alone during the maturity stage of the product life cycle; tampering with it may bring an early death to the product.

Competition between manufacturer brands and private distributor brands is becoming more intense in several major categories.

Labeling is ____________ packaging.

The core product element of the total product can include installation, delivery, training, and financing.

When Glidden introduced interior house paint in plastic gallon containers, including a no-drip spout, this was an example of ____ packaging.

If a brand is extended too many times, one major risk is that it can lead to _____.

Which of the following tactics would typically be employed when a product is in the growth stage of its life cycle?

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