Question 1

Brand names should be different from the company name to avoid confusion.

Accepted Answer

A) True 
 B)False

Question 2

Brands provide all of the following benefits for buyers except that they do not

Accepted Answer

A)  foster brand loyalty. 
B)  help identify specific products. 
C)  help buyers evaluate the quality of products. 
D)  offer psychological rewards. 
E)  reduce perceived risk of purchase. 
A)  foster brand loyalty. 
B)  help identify specific products. 
C)  help buyers evaluate the quality of products. 
D)  offer psychological rewards. 
E)  reduce perceived risk of purchase.

Question 3

Distribution capabilities can increase as a result of co-branding, which is an advantage for participating partners.

Accepted Answer

A) True 
 B)False

Question 4

Explain the major stages of the product adoption process.

Accepted Answer

The stages of the product adoption proce

Question 5

The similar jar shapes for mayonnaise products are an example of category-consistent packaging.

Accepted Answer

A) True 
 B)False

Question 6

Planters is concerned that acquiring a taste for its new product, honey-roasted macadamia nuts, takes time. Planters should use ____ packaging for its new product.

Accepted Answer

A)  family 
B)  multiple 
C)  tamper-resistant 
D)  unlabeled 
E)  transparent 
A)  family 
B)  multiple 
C)  tamper-resistant 
D)  unlabeled 
E)  transparent

Question 7

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 8

The amount of annual losses companies suffer from counterfeit products is estimated to be

Accepted Answer

A)  $850 million. 
B)  $5 billion. 
C)  $48 billion. 
D)  $360 billion. 
E)  $640 billion. 
A)  $850 million. 
B)  $5 billion. 
C)  $48 billion. 
D)  $360 billion. 
E)  $640 billion.

Question 9

Procter & Gamble markets shampoo under several different brand names, including Pantene, Herbal Essences, Head & Shoulders, and Aussie. For shaving products, Procter & Gamble markets several different razors under the Gillette brand, including Gillette Mach3, Gillette Fusion, and Gillette ProGlide. They also use the Gillette name for shaving creams, aftershaves, deodorants, and body washes. Procter & Gamble is using _____ branding for the shampoo category and _____ branding for the shaving category.

Accepted Answer

A)  individual; family 
B)  manufacturer; private 
C)  family; individual 
D)  brand-extension; private 
E)  individual; individual 
A)  individual; family 
B)  manufacturer; private 
C)  family; individual 
D)  brand-extension; private 
E)  individual; individual

Question 10

Discuss the dimensions of a product mix.

Accepted Answer

A product mix is the composite, or total

Question 11

Green Giant is an example of a private distributor brand.

Accepted Answer

A) True 
 B)False

Question 12

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 13

Brunswick's bowling balls, bowling bags, and shoes are individual product ____ for this sporting goods manufacturer.

Accepted Answer

A)  menus 
B)  mixes 
C)  lines 
D)  life cycles 
E)  ensembles 
A)  menus 
B)  mixes 
C)  lines 
D)  life cycles 
E)  ensembles

Question 14

Supporting services, such as installation and guarantees, are part of a product.

Accepted Answer

A) True 
 B)False

Question 15

Products for which buyers are willing to spend much time comparing stores and brands for differences in prices, product features, and services are called ____ products.

Accepted Answer

A)  shopping 
B)  specialty 
C)  service 
D)  convenience 
E)  unsought 
A)  shopping 
B)  specialty 
C)  service 
D)  convenience 
E)  unsought

Question 16

Apple Computer is an example of a manufacturer brand.

Accepted Answer

A) True 
 B)False

Question 17

A brand name is the part of the brand that is spoken.

Accepted Answer

A) True 
 B)False

Question 18

As Lisa eats her morning bowl of Golden Grahams cereal, she reads about the calories, fats, carbohydrates, and vitamins she is ingesting. This information is required by the

Accepted Answer

A)  Nutrition Labeling Act. 
B)  Food and Drug Administration. 
C)  Fair Packaging and Labeling Act. 
D)  Nutritional Content Disclosure Act. 
E)  Federal Trade Commission. 
A)  Nutrition Labeling Act. 
B)  Food and Drug Administration. 
C)  Fair Packaging and Labeling Act. 
D)  Nutritional Content Disclosure Act. 
E)  Federal Trade Commission.

Question 19

Haley is a graphic artist who is currently working on the development of a new container for mustard and mayonnaise. She is also developing its graphic design. Haley is likely working on the product's

Accepted Answer

A)  licensing. 
B)  labeling. 
C)  promotion. 
D)  packaging. 
E)  direct media. 
A)  licensing. 
B)  labeling. 
C)  promotion. 
D)  packaging. 
E)  direct media.

Question 20

A red-and-white label on a soup can is an example of innovative packaging.

Accepted Answer

A) True 
 B)False

Brand names should be different from the company name to avoid confusion.

Brands provide all of the following benefits for buyers except that they do not

Distribution capabilities can increase as a result of co-branding, which is an advantage for participating partners.

Explain the major stages of the product adoption process.

The similar jar shapes for mayonnaise products are an example of category-consistent packaging.

Planters is concerned that acquiring a taste for its new product, honey-roasted macadamia nuts, takes time. Planters should use ____ packaging for its new 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

The amount of annual losses companies suffer from counterfeit products is estimated to be

Discuss the dimensions of a product mix.

Green Giant is an example of a private distributor brand.

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

Brunswick's bowling balls, bowling bags, and shoes are individual product ____ for this sporting goods manufacturer.

Supporting services, such as installation and guarantees, are part of a product.

Products for which buyers are willing to spend much time comparing stores and brands for differences in prices, product features, and services are called ____ products.

Apple Computer is an example of a manufacturer brand.

A brand name is the part of the brand that is spoken.

As Lisa eats her morning bowl of Golden Grahams cereal, she reads about the calories, fats, carbohydrates, and vitamins she is ingesting. This information is required by the

Haley is a graphic artist who is currently working on the development of a new container for mustard and mayonnaise. She is also developing its graphic design. Haley is likely working on the product's

A red-and-white label on a soup can is an example of innovative packaging.

Customer-Driven Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment, Social Responsibility, and Ethics

Marketing Research and Information Systems

Target Market 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 Packing Concepts

Brand names should be different from the company name to avoid confusion.

Brands provide all of the following benefits for buyers except that they do not

Distribution capabilities can increase as a result of co-branding, which is an advantage for participating partners.

Explain the major stages of the product adoption process.

The similar jar shapes for mayonnaise products are an example of category-consistent packaging.

Planters is concerned that acquiring a taste for its new product, honey-roasted macadamia nuts, takes time. Planters should use ____ packaging for its new 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

The amount of annual losses companies suffer from counterfeit products is estimated to be

Discuss the dimensions of a product mix.

Green Giant is an example of a private distributor brand.

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

Brunswick's bowling balls, bowling bags, and shoes are individual product ____ for this sporting goods manufacturer.

Supporting services, such as installation and guarantees, are part of a product.

Products for which buyers are willing to spend much time comparing stores and brands for differences in prices, product features, and services are called ____ products.

Apple Computer is an example of a manufacturer brand.

A brand name is the part of the brand that is spoken.

As Lisa eats her morning bowl of Golden Grahams cereal, she reads about the calories, fats, carbohydrates, and vitamins she is ingesting. This information is required by the

Haley is a graphic artist who is currently working on the development of a new container for mustard and mayonnaise. She is also developing its graphic design. Haley is likely working on the product's

A red-and-white label on a soup can is an example of innovative packaging.

Customer-Driven Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment, Social Responsibility, and Ethics

Marketing Research and Information Systems

Target Market 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