Question 1

The weakest level of brand loyalty is brand:

Accepted Answer

A)  recognition. 
B)  insistence. 
C)  equity. 
D)  trial. 
E)  preference. 
A)  recognition. 
B)  insistence. 
C)  equity. 
D)  trial. 
E)  preference.

Question 2

Many manufacturers that produce their own brand:

Accepted Answer

A)  also produce generic versions of their products. 
B)  sell only to outlets bearing their brand name. 
C)  receive most of their profits from service work. 
D)  use low prices to build their perceived brand quality. 
E)  also produce products for private distributor brands. 
A)  also produce generic versions of their products. 
B)  sell only to outlets bearing their brand name. 
C)  receive most of their profits from service work. 
D)  use low prices to build their perceived brand quality. 
E)  also produce products for private distributor brands.

Question 3

The part of a brand that can be spoken including letters, numbers, and words is the:

Accepted Answer

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

Question 4

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 5

To try to be creative in developing a label is not worth the effort; most people prefer products to be labelled only with the brand name and relevant consumer information.

Accepted Answer

A) True 
 B)False

Question 6

How do sellers benefit from the use of brand names and brand marks?

Accepted Answer

A brand is a name, term, design, symbol

Question 7

The package design of a bag of flour would most likely be criticized for being:

Accepted Answer

A)  unsafe to the environment. 
B)  unsafe to the user. 
C)  deceptive. 
D)  functionally deficient. 
E)  well suited for multiple-unit packaging. 
A)  unsafe to the environment. 
B)  unsafe to the user. 
C)  deceptive. 
D)  functionally deficient. 
E)  well suited for multiple-unit packaging.

Question 8

Labelling and packaging are closely interrelated.

Accepted Answer

A) True 
 B)False

Question 9

Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand, will accept no substitute, and is willing to spend a great deal of time and effort to acquire that brand.

Accepted Answer

A) True 
 B)False

Question 10

Labelling is used to perform only two roles: to promote and to inform.

Accepted Answer

A) True 
 B)False

Question 11

Packages are always secondary ingredients of a marketing strategy.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

A package can be used to attract customers' attention.

Accepted Answer

A) True 
 B)False

Question 14

Explain the differences between brand marks and trademarks and give examples of each one in use.

Accepted Answer

The element of a brand that is not made

Question 15

Individual branding facilitates market segmentation.

Accepted Answer

A) True 
 B)False

Question 16

What steps should a marketer take to protect a brand name from use by others?

Accepted Answer

Marketers need to design brands that can

Question 17

The development of a container and graphic design for a product is called:

Accepted Answer

A)  licensing. 
B)  labelling. 
C)  preparing. 
D)  packaging. 
E)  distributing. 
A)  licensing. 
B)  labelling. 
C)  preparing. 
D)  packaging. 
E)  distributing.

Question 18

A generic brand indicates only the product category.

Accepted Answer

A) True 
 B)False

Question 19

What degree of brand loyalty is the strongest and most desired by marketers?

Accepted Answer

A)  Preference 
B)  Requirement 
C)  Awareness 
D)  Insistence 
E)  Recognition 
A)  Preference 
B)  Requirement 
C)  Awareness 
D)  Insistence 
E)  Recognition

Question 20

When a customer is aware that a brand exists and considers it a possibility if his preferred brand is out, he exhibits brand:

Accepted Answer

A)  loyalty. 
B)  insistence. 
C)  preference. 
D)  acknowledgement. 
E)  recognition. 
A)  loyalty. 
B)  insistence. 
C)  preference. 
D)  acknowledgement. 
E)  recognition.

The weakest level of brand loyalty is brand:

Many manufacturers that produce their own brand:

The part of a brand that can be spoken including letters, numbers, and words is the:

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.

To try to be creative in developing a label is not worth the effort; most people prefer products to be labelled only with the brand name and relevant consumer information.

How do sellers benefit from the use of brand names and brand marks?

The package design of a bag of flour would most likely be criticized for being:

Labelling and packaging are closely interrelated.

Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand, will accept no substitute, and is willing to spend a great deal of time and effort to acquire that brand.

Labelling is used to perform only two roles: to promote and to inform.

Packages are always secondary ingredients of a marketing strategy.

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

A package can be used to attract customers' attention.

Explain the differences between brand marks and trademarks and give examples of each one in use.

Individual branding facilitates market segmentation.

What steps should a marketer take to protect a brand name from use by others?

The development of a container and graphic design for a product is called:

A generic brand indicates only the product category.

What degree of brand loyalty is the strongest and most desired by marketers?

When a customer is aware that a brand exists and considers it a possibility if his preferred brand is out, he exhibits 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

The weakest level of brand loyalty is brand:

Many manufacturers that produce their own brand:

The part of a brand that can be spoken including letters, numbers, and words is the:

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.

To try to be creative in developing a label is not worth the effort; most people prefer products to be labelled only with the brand name and relevant consumer information.

How do sellers benefit from the use of brand names and brand marks?

The package design of a bag of flour would most likely be criticized for being:

Labelling and packaging are closely interrelated.

Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand, will accept no substitute, and is willing to spend a great deal of time and effort to acquire that brand.

Labelling is used to perform only two roles: to promote and to inform.

Packages are always secondary ingredients of a marketing strategy.

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

A package can be used to attract customers' attention.

Explain the differences between brand marks and trademarks and give examples of each one in use.

Individual branding facilitates market segmentation.

What steps should a marketer take to protect a brand name from use by others?

The development of a container and graphic design for a product is called:

A generic brand indicates only the product category.

What degree of brand loyalty is the strongest and most desired by marketers?

When a customer is aware that a brand exists and considers it a possibility if his preferred brand is out, he exhibits 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