Question 1

Package safety or convenience features can perform a promotional role.

Accepted Answer

A) True 
 B)False  True

Question 2

In what ways can packaging be used strategically?

Accepted Answer

Packaging must support a product's brand image and positioning, helping develop differentiation vis-à-vis rival products. When developing packages, marketers must take many factors into account. Some of these factors relate to consumers' needs; others relate to the requirements of resellers. Retailers, wholesalers and distributors will be required to handle and stock the products, and in many instances to display and deliver them. Packaging solutions must reflect the needs of these channel members in addition to the requirements of end-user customers. Obviously, one major consideration is cost. Although a variety of packaging materials, processes and designs are available, some are rather expensive. In recent years buyers have shown a willingness to pay more for improved packaging, but there are limits. Marketers should try to determine, through research, just how much customers are willing to pay for packages.

Question 3

An agreement in which one company allows another to use its brand on other products for a fee is 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. C

Question 4

Which of the following statements about labelling is false?

Accepted Answer

A)  The label can be used to facilitate the identification of a product. 
B)  Labels do not have to disclose nutritional information. 
C)  The label indicates the quality of the product. 
D)  Labelling is used to describe the product. 
E)  The label can play a promotional function. 
A)  The label can be used to facilitate the identification of a product. 
B)  Labels do not have to disclose nutritional information. 
C)  The label indicates the quality of the product. 
D)  Labelling is used to describe the product. 
E)  The label can play a promotional function.

Question 5

Brand recognition exists when a customer is aware that the brand exists and views it as an alternative to purchase if the preferred brand is unavailable or if the other available brands are unfamiliar to the customer.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

A package that can be used again for a different purpose than its original function is called a:

Accepted Answer

A)  reusable container. 
B)  innovative package. 
C)  second-round package. 
D)  secondary-use package. 
E)  dual purpose package. 
A)  reusable container. 
B)  innovative package. 
C)  second-round package. 
D)  secondary-use package. 
E)  dual purpose package.

Question 8

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 9

The major characteristic of a private brand is that:

Accepted Answer

A)  only retailers initiate and own the brand. 
B)  manufacturers are not identified on the product. 
C)  producers become involved with the marketing mix. 
D)  producers price the product. 
E)  wholesalers encourage producers to make the product available. 
A)  only retailers initiate and own the brand. 
B)  manufacturers are not identified on the product. 
C)  producers become involved with the marketing mix. 
D)  producers price the product. 
E)  wholesalers encourage producers to make the product available.

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

When a firm's packages are designed to appear to be quite similar, the firm is using family packaging.

Accepted Answer

A) True 
 B)False

Question 12

The use of darker colours in packaging design makes the package appear smaller to consumers.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

A distinguishing factor between a brand name and a brand mark is that a brand name:

Accepted Answer

A)  creates customer loyalty. 
B)  consists of words. 
C)  identifies only one item in the product mix. 
D)  is registered with the U.S. Patent and Trademark Office. 
E)  implies an organization's name. 
A)  creates customer loyalty. 
B)  consists of words. 
C)  identifies only one item in the product mix. 
D)  is registered with the U.S. Patent and Trademark Office. 
E)  implies an organization's name.

Question 15

Traditional ketchup bottles create functional problems for the user.

Accepted Answer

A) True 
 B)False

Question 16

Discuss when marketers might use category consistent packaging over secondary use packaging.

Accepted Answer

A secondary use package is one that can

Question 17

Individual-sized boxes and packages that do not require refrigeration are both benefits of the ____ function of packaging.

Accepted Answer

A)  protection 
B)  reusability 
C)  cost effectiveness 
D)  safety 
E)  convenience 
A)  protection 
B)  reusability 
C)  cost effectiveness 
D)  safety 
E)  convenience

Question 18

Discuss the issues marketers should consider when selecting a brand name. Give specific examples.

Accepted Answer

A brand is a name, term, design, symbol

Question 19

Private distributor brands are owned by:

Accepted Answer

A)  manufacturers only. 
B)  manufacturers and retailers. 
C)  wholesalers only. 
D)  manufacturers and wholesalers. 
E)  wholesalers or retailers. 
A)  manufacturers only. 
B)  manufacturers and retailers. 
C)  wholesalers only. 
D)  manufacturers and wholesalers. 
E)  wholesalers or retailers.

Question 20

Twin-packs and six-packs are examples of:

Accepted Answer

A)  family packaging. 
B)  group packaging. 
C)  package bundling. 
D)  family branding. 
E)  multiple packaging. 
A)  family packaging. 
B)  group packaging. 
C)  package bundling. 
D)  family branding. 
E)  multiple packaging.

Package safety or convenience features can perform a promotional role.

In what ways can packaging be used strategically?

An agreement in which one company allows another to use its brand on other products for a fee is called:

Which of the following statements about labelling is false?

Brand recognition exists when a customer is aware that the brand exists and views it as an alternative to purchase if the preferred brand is unavailable or if the other available brands are unfamiliar to the customer.

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

A package that can be used again for a different purpose than its original function is called a:

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

The major characteristic of a private brand is that:

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

When a firm's packages are designed to appear to be quite similar, the firm is using family packaging.

The use of darker colours in packaging design makes the package appear smaller to consumers.

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

A distinguishing factor between a brand name and a brand mark is that a brand name:

Traditional ketchup bottles create functional problems for the user.

Discuss when marketers might use category consistent packaging over secondary use packaging.

Individual-sized boxes and packages that do not require refrigeration are both benefits of the ____ function of packaging.

Discuss the issues marketers should consider when selecting a brand name. Give specific examples.

Private distributor brands are owned by:

Twin-packs and six-packs are examples of:

The Marketing Concept

Marketing Strategy and Understanding Competitors

The Marketing Environment

Consumer Buying Behaviour

Business Markets and Business Buying Behaviour

Segmenting, Targeting and Positioning

Marketing Research

Product Decisions

Developing Products and Managing Product Portfolios

The Marketing of Services

Marketing Channels

Pricing

Marketing Communications

Planning and Implementation

Filters

Exam 14: Branding and Packaging

Package safety or convenience features can perform a promotional role.

In what ways can packaging be used strategically?

An agreement in which one company allows another to use its brand on other products for a fee is called:

Which of the following statements about labelling is false?

Brand recognition exists when a customer is aware that the brand exists and views it as an alternative to purchase if the preferred brand is unavailable or if the other available brands are unfamiliar to the customer.

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

A package that can be used again for a different purpose than its original function is called a:

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

The major characteristic of a private brand is that:

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

When a firm's packages are designed to appear to be quite similar, the firm is using family packaging.

The use of darker colours in packaging design makes the package appear smaller to consumers.

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

A distinguishing factor between a brand name and a brand mark is that a brand name:

Traditional ketchup bottles create functional problems for the user.

Discuss when marketers might use category consistent packaging over secondary use packaging.

Individual-sized boxes and packages that do not require refrigeration are both benefits of the ____ function of packaging.

Discuss the issues marketers should consider when selecting a brand name. Give specific examples.

Private distributor brands are owned by:

Twin-packs and six-packs are examples of:

The Marketing Concept

Marketing Strategy and Understanding Competitors

The Marketing Environment

Consumer Buying Behaviour

Business Markets and Business Buying Behaviour

Segmenting, Targeting and Positioning

Marketing Research

Product Decisions

Developing Products and Managing Product Portfolios

The Marketing of Services

Marketing Channels

Pricing

Marketing Communications

Planning and Implementation

Filters