Question 1

Suggestive brand names are easier to protect legally than fanciful names.

Accepted Answer

A) True 
 B)False

Question 2

Products used directly in the production of a final product but are not easily identifiable are categorized as

Accepted Answer

A)  accessory products. 
B)  component parts. 
C)  MRO supplies. 
D)  assembly components. 
E)  process materials. 
A)  accessory products. 
B)  component parts. 
C)  MRO supplies. 
D)  assembly components. 
E)  process materials.

Question 3

In which stage of the product life cycle do profits begin to decrease?

Accepted Answer

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

Question 4

iPod is the ____ of the MP3 player made by Apple, Inc.

Accepted Answer

A)  trade name 
B)  brand mark 
C)  trade label 
D)  brand 
E)  identifier 
A)  trade name 
B)  brand mark 
C)  trade label 
D)  brand 
E)  identifier

Question 5

To make intangible products more tangible or real to the consumer, marketers often

Accepted Answer

A)  use low prices on intangible goods. 
B)  use symbols or cues to help symbolize product benefits. 
C)  use external reference prices 
D)  use multiple channels of distribution. 
E)  offer more support services with such products. 
A)  use low prices on intangible goods. 
B)  use symbols or cues to help symbolize product benefits. 
C)  use external reference prices 
D)  use multiple channels of distribution. 
E)  offer more support services with such products.

Question 6

What is brand equity, and what are the major elements that underlie brand equity?

Accepted Answer

A well-managed brand is an asset to an o

Question 7

Compared to an unfamiliar brand, a familiar brand is more likely to be selected by a customer because it often is viewed as reliable and of acceptable quality.

Accepted Answer

A) True 
 B)False

Question 8

A unique cap or applicator is an example of secondary-use packaging.

Accepted Answer

A) True 
 B)False

Question 9

Bread is usually a convenience product.

Accepted Answer

A) True 
 B)False

Question 10

Private distributor, generic, and manufacturer are the three types of

Accepted Answer

A)  equity. 
B)  brands. 
C)  producers. 
D)  packaging. 
E)  trade names. 
A)  equity. 
B)  brands. 
C)  producers. 
D)  packaging. 
E)  trade names.

Question 11

Marketers may use brand names that have absolutely no meaning to avoid negative connotations.

Accepted Answer

A) True 
 B)False

Question 12

Minerals, chemicals, timber, and agricultural products are considered

Accepted Answer

A)  process materials. 
B)  accessory materials. 
C)  MRO supplies. 
D)  component parts. 
E)  raw materials. 
A)  process materials. 
B)  accessory materials. 
C)  MRO supplies. 
D)  component parts. 
E)  raw materials.

Question 13

Compared to creating and developing a brand from scratch, a firm sometimes buys a brand from another company at a premium price because outright purchase is

Accepted Answer

A)  more challenging strategically. 
B)  less time consuming. 
C)  less risky. 
D)  less expensive. 
E)  less expensive and less risky. 
A)  more challenging strategically. 
B)  less time consuming. 
C)  less risky. 
D)  less expensive. 
E)  less expensive and less risky.

Question 14

An individual moves into the adoption stage of the product adoption process at the point when he or she

Accepted Answer

A)  is self-motivated to get information about the product. 
B)  begins using that specific product. 
C)  seriously considers whether the product will satisfy his or her needs. 
D)  experiences the product for the first time. 
E)  becomes aware that the product exists. 
A)  is self-motivated to get information about the product. 
B)  begins using that specific product. 
C)  seriously considers whether the product will satisfy his or her needs. 
D)  experiences the product for the first time. 
E)  becomes aware that the product exists.

Question 15

What are private distributor brands? Describe their characteristics.

Accepted Answer

Private distributor brands also called p

Question 16

Desirable product images can be created through the use of colors, design, shapes, and textures in packaging.

Accepted Answer

A) True 
 B)False

Question 17

A product that is simply labeled with the product category is considered a

Accepted Answer

A)  private brand. 
B)  no-name product. 
C)  generic brand. 
D)  poor quality item. 
E)  lean manufacturer brand. 
A)  private brand. 
B)  no-name product. 
C)  generic brand. 
D)  poor quality item. 
E)  lean manufacturer brand.

Question 18

You are the assistant manager for consumer product adoption strategies. Your job requires you to manage the third stage of the five-stage product adoption process. Which one of the following statements is true in regards to your job focus?

Accepted Answer

A)  You should focus on making sure buyers are aware of your product's existence. 
B)  You should focus on encouraging the current buyers of your product to become repeat buyers. 
C)  You should focus on making sure buyers clearly understand your product's benefits. 
D)  You should focus on providing information about your product. 
E)  You should focus on encouraging buyers to just try your product. 
A)  You should focus on making sure buyers are aware of your product's existence. 
B)  You should focus on encouraging the current buyers of your product to become repeat buyers. 
C)  You should focus on making sure buyers clearly understand your product's benefits. 
D)  You should focus on providing information about your product. 
E)  You should focus on encouraging buyers to just try your product.

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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

Suggestive brand names are easier to protect legally than fanciful names.

Products used directly in the production of a final product but are not easily identifiable are categorized as

In which stage of the product life cycle do profits begin to decrease?

iPod is the ____ of the MP3 player made by Apple, Inc.

To make intangible products more tangible or real to the consumer, marketers often

What is brand equity, and what are the major elements that underlie brand equity?

Compared to an unfamiliar brand, a familiar brand is more likely to be selected by a customer because it often is viewed as reliable and of acceptable quality.

A unique cap or applicator is an example of secondary-use packaging.

Bread is usually a convenience product.

Private distributor, generic, and manufacturer are the three types of

Marketers may use brand names that have absolutely no meaning to avoid negative connotations.

Minerals, chemicals, timber, and agricultural products are considered

Compared to creating and developing a brand from scratch, a firm sometimes buys a brand from another company at a premium price because outright purchase is

An individual moves into the adoption stage of the product adoption process at the point when he or she

What are private distributor brands? Describe their characteristics.

Desirable product images can be created through the use of colors, design, shapes, and textures in packaging.

A product that is simply labeled with the product category is considered a

You are the assistant manager for consumer product adoption strategies. Your job requires you to manage the third stage of the five-stage product adoption process. Which one of the following statements is true in regards to your job focus?

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

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

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

Suggestive brand names are easier to protect legally than fanciful names.

Products used directly in the production of a final product but are not easily identifiable are categorized as

In which stage of the product life cycle do profits begin to decrease?

iPod is the ____ of the MP3 player made by Apple, Inc.

To make intangible products more tangible or real to the consumer, marketers often

What is brand equity, and what are the major elements that underlie brand equity?

Compared to an unfamiliar brand, a familiar brand is more likely to be selected by a customer because it often is viewed as reliable and of acceptable quality.

A unique cap or applicator is an example of secondary-use packaging.

Bread is usually a convenience product.

Private distributor, generic, and manufacturer are the three types of

Marketers may use brand names that have absolutely no meaning to avoid negative connotations.

Minerals, chemicals, timber, and agricultural products are considered

Compared to creating and developing a brand from scratch, a firm sometimes buys a brand from another company at a premium price because outright purchase is

An individual moves into the adoption stage of the product adoption process at the point when he or she

What are private distributor brands? Describe their characteristics.

Desirable product images can be created through the use of colors, design, shapes, and textures in packaging.

A product that is simply labeled with the product category is considered a

You are the assistant manager for consumer product adoption strategies. Your job requires you to manage the third stage of the five-stage product adoption process. Which one of the following statements is true in regards to your job focus?

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

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

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