Question 1

Decisions regarding the shape and texture of a package are influenced by whether the product will be used by males or females.

Accepted Answer

A) True 
 B)False

Question 2

Multiple packaging interferes with handling and storage of products.

Accepted Answer

A) True 
 B)False

Question 3

Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive offerings and will purchase this brand if available.

Accepted Answer

A) True 
 B)False

Question 4

What functions do packages perform? Why are packaging considerations important to marketers?

Accepted Answer

Effective packaging means more than simp

Question 5

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 6

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

Accepted Answer

A) True 
 B)False

Question 7

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 8

What are the major functions of a label?

Accepted Answer

Labelling is closely related to packagin

Question 9

Brand ____ is a customer's favourable attitude toward a specific brand and, depending on its strength, some likelihood of the consistent purchase of this brand.

Accepted Answer

A)  loyalty 
B)  equity 
C)  awareness 
D)  personality 
E)  quality 
A)  loyalty 
B)  equity 
C)  awareness 
D)  personality 
E)  quality

Question 10

Labelling is important for three specific reasons, including promotional and legal reasons. What is the third reason?

Accepted Answer

A)  Marketing 
B)  Branding 
C)  Strategy 
D)  Informational 
E)  Packaging 
A)  Marketing 
B)  Branding 
C)  Strategy 
D)  Informational 
E)  Packaging

Question 11

Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.

Accepted Answer

A) True 
 B)False

Question 12

Using Figure 14.6, explore how Tetra Pak promotes the functionality and applicability of its cartons.

Accepted Answer

As package designs improve, it becomes h

Question 13

Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality, and brand associations.

Accepted Answer

A) True 
 B)False

Question 14

McDonald's golden arches are an example of a:

Accepted Answer

A)  brand. 
B)  brand symbol. 
C)  brand name. 
D)  brand mark. 
E)  trademark. 
A)  brand. 
B)  brand symbol. 
C)  brand name. 
D)  brand mark. 
E)  trademark.

Question 15

Brand equity is a customer's favourable attitude toward a specific brand and, depending on strength, some likelihood of consistent purchase of the brand when needs for a product in this product category arise.

Accepted Answer

A) True 
 B)False

Question 16

The full and legal name of an organization is called the:

Accepted Answer

A)  trademark. 
B)  legal title. 
C)  organizational name. 
D)  brand name. 
E)  trade name. 
A)  trademark. 
B)  legal title. 
C)  organizational name. 
D)  brand name. 
E)  trade name.

Question 17

What is the relationship between brand loyalty and brand equity?

Accepted Answer

Loyal customers are highly desirable and

Question 18

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 19

The overall challenge for marketers when developing packaging is to:

Accepted Answer

A)  make it as attractive as possible to the target market of the product. 
B)  create effective, convenient packaging that appeals to customers and keeps costs low. 
C)  find ways to reduce costs as much as possible for packaging without letting safety suffer. 
D)  always be more innovative than the competitors in order to make a product stand out. 
E)  ensure that product damage is minimized during distribution. 
A)  make it as attractive as possible to the target market of the product. 
B)  create effective, convenient packaging that appeals to customers and keeps costs low. 
C)  find ways to reduce costs as much as possible for packaging without letting safety suffer. 
D)  always be more innovative than the competitors in order to make a product stand out. 
E)  ensure that product damage is minimized during distribution.

Question 20

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand:

Accepted Answer

A)  loyalty. 
B)  value. 
C)  share. 
D)  equity. 
E)  association. 
A)  loyalty. 
B)  value. 
C)  share. 
D)  equity. 
E)  association.

Decisions regarding the shape and texture of a package are influenced by whether the product will be used by males or females.

Multiple packaging interferes with handling and storage of products.

Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive offerings and will purchase this brand if available.

What functions do packages perform? Why are packaging considerations important to marketers?

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:

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

The most important function of packaging is:

What are the major functions of a label?

Brand ____ is a customer's favourable attitude toward a specific brand and, depending on its strength, some likelihood of the consistent purchase of this brand.

Labelling is important for three specific reasons, including promotional and legal reasons. What is the third reason?

Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.

Using Figure 14.6, explore how Tetra Pak promotes the functionality and applicability of its cartons.

Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality, and brand associations.

McDonald's golden arches are an example of a:

Brand equity is a customer's favourable attitude toward a specific brand and, depending on strength, some likelihood of consistent purchase of the brand when needs for a product in this product category arise.

The full and legal name of an organization is called the:

What is the relationship between brand loyalty and brand equity?

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

The overall challenge for marketers when developing packaging is to:

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand:

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

Decisions regarding the shape and texture of a package are influenced by whether the product will be used by males or females.

Multiple packaging interferes with handling and storage of products.

Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive offerings and will purchase this brand if available.

What functions do packages perform? Why are packaging considerations important to marketers?

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:

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

The most important function of packaging is:

What are the major functions of a label?

Brand ____ is a customer's favourable attitude toward a specific brand and, depending on its strength, some likelihood of the consistent purchase of this brand.

Labelling is important for three specific reasons, including promotional and legal reasons. What is the third reason?

Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.

Using Figure 14.6, explore how Tetra Pak promotes the functionality and applicability of its cartons.

Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality, and brand associations.

McDonald's golden arches are an example of a:

Brand equity is a customer's favourable attitude toward a specific brand and, depending on strength, some likelihood of consistent purchase of the brand when needs for a product in this product category arise.

The full and legal name of an organization is called the:

What is the relationship between brand loyalty and brand equity?

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

The overall challenge for marketers when developing packaging is to:

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand:

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