Question 1

In a brand licensing arrangement, the licensee is responsible for

Accepted Answer

A)  providing the brand name to another organization for use in promoting products. 
B)  collecting the royalties from sales of the licensed products. 
C)  half of the financial losses in the event that the licensed brand is a failure. 
D)  the production, but not the marketing of the licensed product. 
E)  the manufacturing, marketing, and financing of the licensed product. 
A)  providing the brand name to another organization for use in promoting products. 
B)  collecting the royalties from sales of the licensed products. 
C)  half of the financial losses in the event that the licensed brand is a failure. 
D)  the production, but not the marketing of the licensed product. 
E)  the manufacturing, marketing, and financing of the licensed product.

Question 2

An accountant buys a supply of pencils to be used in calculating the taxes of other business firms. Based on this information, pencils in this case would be considered what type of product?

Accepted Answer

A)  Business 
B)  Process materials 
C)  Raw material 
D)  Convenience 
E)  Consumer 
A)  Business 
B)  Process materials 
C)  Raw material 
D)  Convenience 
E)  Consumer

Question 3

David Wilson is an avid collector of Major League Baseball memorabilia. He greatly desires to own the "special" bat that got the slugger Sammy Sosa a seven-game suspension due to its illegal contents. This is an example of a(n) ____ product.

Accepted Answer

A)  shopping 
B)  unique 
C)  specialty 
D)  historical 
E)  unsought 
A)  shopping 
B)  unique 
C)  specialty 
D)  historical 
E)  unsought

Question 4

The most important function of packaging is

Accepted Answer

A)  offering convenience to customers. 
B)  protecting the product and maintaining its functionality. 
C)  covering the product. 
D)  communicating information to the customer. 
E)  attracting the attention of the customer. 
A)  offering convenience to customers. 
B)  protecting the product and maintaining its functionality. 
C)  covering the product. 
D)  communicating information to the customer. 
E)  attracting the attention of the customer.

Question 5

Every aspect of a brand is subject to a marketer's control.

Accepted Answer

A) True 
 B)False

Question 6

_____ is an example of a trade name and _____ is a brand name owned by that company.

Accepted Answer

A)  The McDonald's Corporation; the Golden Arches 
B)  Chevy; Silverado 
C)  Ford Motor Company; Escape 
D)  Nike, Inc.; "Swoosh" 
E)  Kleenex; tissues 
A)  The McDonald's Corporation; the Golden Arches 
B)  Chevy; Silverado 
C)  Ford Motor Company; Escape 
D)  Nike, Inc.; "Swoosh" 
E)  Kleenex; tissues

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Of the different types of brands, the one that has experienced the steadiest growth is

Accepted Answer

A)  manufacturer. 
B)  producer. 
C)  generic. 
D)  private distributor. 
E)  imitator. 
A)  manufacturer. 
B)  producer. 
C)  generic. 
D)  private distributor. 
E)  imitator.

Question 9

Shawna is in charge of the marketing strategy for a new toothbrush her firm introduced. The toothbrush has gotten strong accolades from critics, and Shawna's company has taken great steps using advertisements and public relations to promote the product. The biggest hurdle to product adoption, according to Shawna, is that consumers are much more familiar with Colgate Palmolive's toothbrushes. Colgate-Palmolive is the company's greatest competitor and is a much more established brand name. Shawna plans to release a new campaign highlighting the many benefits of its toothbrush compared to its competitors. She hopes consumers will view their product as superior to Colgate-Palmolive's. After the campaign, Shawna's firm plans to offer free samples in select stores. Shawna is using this campaign to stimulate _______________ on the part of buyers so that they will compare their benefits with Colgate's.

Accepted Answer

A)  evaluation 
B)  trial 
C)  awareness 
D)  adoption 
E)  interest 
A)  evaluation 
B)  trial 
C)  awareness 
D)  adoption 
E)  interest

Question 10

Which of the following statements does not apply to convenience goods?

Accepted Answer

A)  Consumers are brand loyal to convenience products and are not likely to substitute other brands. 
B)  Convenience products require minimal shopping effort. 
C)  Marketing of convenience products requires intensive exposure of these goods in as many stores as possible. 
D)  Consumers tend to feel that the most desirable retail facility for convenience products is the closest one. 
E)  Colas, gasoline, and bread are good examples of convenience goods. 
A)  Consumers are brand loyal to convenience products and are not likely to substitute other brands. 
B)  Convenience products require minimal shopping effort. 
C)  Marketing of convenience products requires intensive exposure of these goods in as many stores as possible. 
D)  Consumers tend to feel that the most desirable retail facility for convenience products is the closest one. 
E)  Colas, gasoline, and bread are good examples of convenience goods.

Question 11

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 12

Which of the following best illustrates how a firm can use a symbol to make an intangible product more tangible?

Accepted Answer

A)  McDonald's arches 
B)  Mercedes Benz emblem 
C)  Nike swoosh 
D)  Traveler's Insurance umbrella 
E)  Arrows on Wrigley gum packages 
A)  McDonald's arches 
B)  Mercedes Benz emblem 
C)  Nike swoosh 
D)  Traveler's Insurance umbrella 
E)  Arrows on Wrigley gum packages

Question 13

To try to be creative in developing a label is not worth the effort; most people prefer products to be labeled only with the brand name and relevant consumer information.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following should be the least important concern for marketers when selecting a brand name?

Accepted Answer

A)  Choosing a name that is easy to say and recall 
B)  Positively suggesting the product's major benefits 
C)  Designing a name that can be used in all different types of media 
D)  Developing an advertising campaign to introduce the name 
E)  Checking to see if the name is already trademarked by another company 
A)  Choosing a name that is easy to say and recall 
B)  Positively suggesting the product's major benefits 
C)  Designing a name that can be used in all different types of media 
D)  Developing an advertising campaign to introduce the name 
E)  Checking to see if the name is already trademarked by another company

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

Describe and illustrate the four major categories of consumer products.

Accepted Answer

The most widely accepted approach to cla

Question 17

A Jeep leather jacket is an example of brand licensing.

Accepted Answer

A) True 
 B)False

Question 18

When ____ branding is used, each of a firm's products is branded with at least part of the same name.

Accepted Answer

A)  individual 
B)  trademark 
C)  family 
D)  selective 
E)  brand-extension 
A)  individual 
B)  trademark 
C)  family 
D)  selective 
E)  brand-extension

Question 19

Kleenex Boutique is a ____ of tissues made by the Kimberly-Clark Corporation.

Accepted Answer

A)  brand mark 
B)  brand identification 
C)  brand name 
D)  trademark 
E)  trade name 
A)  brand mark 
B)  brand identification 
C)  brand name 
D)  trademark 
E)  trade name

Question 20

Which stage in the product life cycle is critical to a product's survival because competitive reactions to the product's success during this period will affect the product's life expectancy?

Accepted Answer

A)  Decline 
B)  Expansion 
C)  Growth 
D)  Introduction 
E)  Stabilization 
A)  Decline 
B)  Expansion 
C)  Growth 
D)  Introduction 
E)  Stabilization

In a brand licensing arrangement, the licensee is responsible for

An accountant buys a supply of pencils to be used in calculating the taxes of other business firms. Based on this information, pencils in this case would be considered what type of product?

David Wilson is an avid collector of Major League Baseball memorabilia. He greatly desires to own the "special" bat that got the slugger Sammy Sosa a seven-game suspension due to its illegal contents. This is an example of a(n) ____ product.

The most important function of packaging is

Every aspect of a brand is subject to a marketer's control.

_ is an example of a trade name and _ is a brand name owned by that company.

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

Of the different types of brands, the one that has experienced the steadiest growth is

Which of the following statements does not apply to convenience goods?

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

Which of the following best illustrates how a firm can use a symbol to make an intangible product more tangible?

To try to be creative in developing a label is not worth the effort; most people prefer products to be labeled only with the brand name and relevant consumer information.

Which of the following should be the least important concern for marketers when selecting a brand name?

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

Describe and illustrate the four major categories of consumer products.

A Jeep leather jacket is an example of brand licensing.

When ____ branding is used, each of a firm's products is branded with at least part of the same name.

Kleenex Boutique is a ____ of tissues made by the Kimberly-Clark Corporation.

Which stage in the product life cycle is critical to a product's survival because competitive reactions to the product's success during this period will affect the product's life expectancy?

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

In a brand licensing arrangement, the licensee is responsible for

An accountant buys a supply of pencils to be used in calculating the taxes of other business firms. Based on this information, pencils in this case would be considered what type of product?

David Wilson is an avid collector of Major League Baseball memorabilia. He greatly desires to own the "special" bat that got the slugger Sammy Sosa a seven-game suspension due to its illegal contents. This is an example of a(n) ____ product.

The most important function of packaging is

Every aspect of a brand is subject to a marketer's control.

_____ is an example of a trade name and _____ is a brand name owned by that company.

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

Of the different types of brands, the one that has experienced the steadiest growth is

Which of the following statements does not apply to convenience goods?

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

Which of the following best illustrates how a firm can use a symbol to make an intangible product more tangible?

To try to be creative in developing a label is not worth the effort; most people prefer products to be labeled only with the brand name and relevant consumer information.

Which of the following should be the least important concern for marketers when selecting a brand name?

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

Describe and illustrate the four major categories of consumer products.

A Jeep leather jacket is an example of brand licensing.

When ____ branding is used, each of a firm's products is branded with at least part of the same name.

Kleenex Boutique is a ____ of tissues made by the Kimberly-Clark Corporation.

Which stage in the product life cycle is critical to a product's survival because competitive reactions to the product's success during this period will affect the product's life expectancy?

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

_ is an example of a trade name and _ is a brand name owned by that company.