Question 1

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 2

A Jeep leather jacket is an example of brand licensing.

Accepted Answer

A) True 
 B)False

Question 3

Traditionally, the main advantage of a private brand over a manufacturer brand was the ____; now this advantage is _____.

Accepted Answer

A)  better price; gradually diminishing 
B)  better price; significantly greater 
C)  more accessible distribution; gradually diminishing 
D)  better quality; gradually increasing 
E)  better quality; gradually diminishing 
A)  better price; gradually diminishing 
B)  better price; significantly greater 
C)  more accessible distribution; gradually diminishing 
D)  better quality; gradually increasing 
E)  better quality; gradually diminishing

Question 4

New products seldom generate enough sales to bring immediate profits.

Accepted Answer

A) True 
 B)False

Question 5

A service is intangible and is the result of the application of human or mechanical efforts to people or objects.

Accepted Answer

A) True 
 B)False

Question 6

Brand equity helps give a brand the power to capture and maintain a consistent market share, which provides stability to an organization's sales volume.

Accepted Answer

A) True 
 B)False

Question 7

Family packaging cannot be used for individual product lines; it must apply to the entire product mix of the firm.

Accepted Answer

A) True 
 B)False

Question 8

The Cool Whip container is an example of a secondary-use package.

Accepted Answer

A) True 
 B)False

Question 9

Shannon Hill needed to buy an airline ticket to visit her parents. She went to several websites to compare rates and chose a flight on Southwest Air lines because, for a similar price to other airlines, it had a better reputation for service. For Shannon, this flight is an example of which type of product?

Accepted Answer

A)  Shopping 
B)  Convenience 
C)  Specialty 
D)  Unsought 
E)  Durable 
A)  Shopping 
B)  Convenience 
C)  Specialty 
D)  Unsought 
E)  Durable

Question 10

Healthy Choice is a ____ manufactured by ConAgra Foods, which is a ____.

Accepted Answer

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

Question 11

Customers use brands to help judge product quality.

Accepted Answer

A) True 
 B)False

Question 12

During the growth stage, promotion costs rise as a percentage of total sales.

Accepted Answer

A) True 
 B)False

Question 13

The buyer's intent can determine whether an item is classified as a consumer or a business product.

Accepted Answer

A) True 
 B)False

Question 14

Distinguish between consumer products and business products.

Accepted Answer

The most widely accepted approach to cla

Question 15

By law, manufacturers must be identified on the labels of private brands.

Accepted Answer

A) True 
 B)False

Question 16

When are marketers least likely to change a product's design, style, or other attributes?

Accepted Answer

A)  Introduction 
B)  Maturity 
C)  Decline 
D)  Growth 
E)  Removal 
A)  Introduction 
B)  Maturity 
C)  Decline 
D)  Growth 
E)  Removal

Question 17

Labeling and packaging are closely interrelated

Accepted Answer

A) True 
 B)False

Question 18

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 19

Describe and illustrate the four major categories of consumer products.

Accepted Answer

The most widely accepted approach to cla

Question 20

Advertising used in the decline stage may prolong the life of the product.

Accepted Answer

A) True 
 B)False

A trademark signifies

A Jeep leather jacket is an example of brand licensing.

Traditionally, the main advantage of a private brand over a manufacturer brand was the ; now this advantage is _.

New products seldom generate enough sales to bring immediate profits.

A service is intangible and is the result of the application of human or mechanical efforts to people or objects.

Brand equity helps give a brand the power to capture and maintain a consistent market share, which provides stability to an organization's sales volume.

Family packaging cannot be used for individual product lines; it must apply to the entire product mix of the firm.

The Cool Whip container is an example of a secondary-use package.

Healthy Choice is a manufactured by ConAgra Foods, which is a .

Customers use brands to help judge product quality.

During the growth stage, promotion costs rise as a percentage of total sales.

The buyer's intent can determine whether an item is classified as a consumer or a business product.

Distinguish between consumer products and business products.

By law, manufacturers must be identified on the labels of private brands.

When are marketers least likely to change a product's design, style, or other attributes?

Labeling and packaging are closely interrelated

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

Describe and illustrate the four major categories of consumer products.

Advertising used in the decline stage may prolong the life of the product.

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

A trademark signifies

A Jeep leather jacket is an example of brand licensing.

Traditionally, the main advantage of a private brand over a manufacturer brand was the ____; now this advantage is _____.

New products seldom generate enough sales to bring immediate profits.

A service is intangible and is the result of the application of human or mechanical efforts to people or objects.

Brand equity helps give a brand the power to capture and maintain a consistent market share, which provides stability to an organization's sales volume.

Family packaging cannot be used for individual product lines; it must apply to the entire product mix of the firm.

The Cool Whip container is an example of a secondary-use package.

Healthy Choice is a ____ manufactured by ConAgra Foods, which is a ____.

Customers use brands to help judge product quality.

During the growth stage, promotion costs rise as a percentage of total sales.

The buyer's intent can determine whether an item is classified as a consumer or a business product.

Distinguish between consumer products and business products.

By law, manufacturers must be identified on the labels of private brands.

When are marketers least likely to change a product's design, style, or other attributes?

Labeling and packaging are closely interrelated

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

Describe and illustrate the four major categories of consumer products.

Advertising used in the decline stage may prolong the life of the product.

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

Traditionally, the main advantage of a private brand over a manufacturer brand was the ; now this advantage is _.

Healthy Choice is a manufactured by ConAgra Foods, which is a .