Question 1

Store brands appeal mainly to lower-income,price-conscious customers.

Accepted Answer

A) True 
 B)False

Question 2

The crush-proof cylinder package for Pringle's potato chips is an example of innovative packaging.

Accepted Answer

A) True 
 B)False

Question 3

To use co-branding effectively,which one of the following is probably least important?

Accepted Answer

A) The brands involved should represent a complementary fit in a customer's mind. 
B) The brands that are teamed together should not lose their individual identities. 
C) The brands involved should be owned by two or more organizations. 
D) To avoid confusion on the part of customers,co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. 
E) The co-branded product should be able to benefit from the distribution system of both brands involved. 
A) The brands involved should represent a complementary fit in a customer's mind. 
B) The brands that are teamed together should not lose their individual identities. 
C) The brands involved should be owned by two or more organizations. 
D) To avoid confusion on the part of customers,co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. 
E) The co-branded product should be able to benefit from the distribution system of both brands involved.

Question 4

The talking gecko used by Geico Insurance facilitates the development of

Accepted Answer

A) brand associations. 
B) brand quality. 
C) product preference. 
D) brand loyalty. 
E) product equity. 
A) brand associations. 
B) brand quality. 
C) product preference. 
D) brand loyalty. 
E) product equity.

Question 5

The basic purpose of packaging is to create eye appeal.

Accepted Answer

A) True 
 B)False

Question 6

Craftsman tools,sold and branded by Sears,is an example of a ____ brand.

Accepted Answer

A) manufacturer 
B) generic 
C) wholesaler 
D) private distributor 
E) regional 
A) manufacturer 
B) generic 
C) wholesaler 
D) private distributor 
E) regional

Question 7

Green Giant is an example of a private distributor brand.

Accepted Answer

A) True 
 B)False

Question 8

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.

Question 9

A package can be used to attract customers' attention.

Accepted Answer

A) True 
 B)False

Question 10

The Anderson Advertising Agency was developing a name for their client's new paper towel product.They finally settled on the name,"Soaker." Regarding the factors that marketers consider when selecting a brand name,which one does this best fulfill?

Accepted Answer

A) Compatibility with other products in the line 
B) Flexibility to be used in various types of media 
C) Using fabricated names that cannot be duplicated 
D) Indicating the product's major benefits 
E) Keeping the brand name easy to remember 
A) Compatibility with other products in the line 
B) Flexibility to be used in various types of media 
C) Using fabricated names that cannot be duplicated 
D) Indicating the product's major benefits 
E) Keeping the brand name easy to remember

Question 11

In a brand licensing arrangement,the licensee is responsible for

Accepted Answer

A) providing the brand name to another organization for use in promoting products. 
B) collecting the royalties from sales of the licensed products. 
C) half of the financial losses in the event that the licensed brand is a failure. 
D) the production,but not the marketing of the licensed product. 
E) the manufacturing,marketing,and financing of the licensed product. 
A) providing the brand name to another organization for use in promoting products. 
B) collecting the royalties from sales of the licensed products. 
C) half of the financial losses in the event that the licensed brand is a failure. 
D) the production,but not the marketing of the licensed product. 
E) the manufacturing,marketing,and financing of the licensed product.

Question 12

Old Navy sells only Old Navy labeled clothing in its retail stores.The Old Navy brand is not sold in any other outlet.Old Navy is a ____ brand.

Accepted Answer

A) generic 
B) reseller 
C) manufacturer 
D) distribution 
E) private distributor 
A) generic 
B) reseller 
C) manufacturer 
D) distribution 
E) private distributor

Question 13

A major advantage of using individual branding is that

Accepted Answer

A) the promotion of one of the company's brands will also promote the company's other brands. 
B) this branding policy will prevent the overextension of a brand name to products that are completely unrelated to the original. 
C) a poor quality product will not contaminate all of the company's other products with negative images. 
D) a specific brand name for each product will help the company grow during times of economic recession. 
E) the quality of one of the company's products will help increase the perceived quality image of the company's other related products. 
A) the promotion of one of the company's brands will also promote the company's other brands. 
B) this branding policy will prevent the overextension of a brand name to products that are completely unrelated to the original. 
C) a poor quality product will not contaminate all of the company's other products with negative images. 
D) a specific brand name for each product will help the company grow during times of economic recession. 
E) the quality of one of the company's products will help increase the perceived quality image of the company's other related products.

Question 14

At one time,generic brands represented about 10 percent of all retail grocery sales.Today they account for

Accepted Answer

A) considerably less. 
B) about 35 percent. 
C) about the same. 
D) up to 20 percent. 
E) approximately 25 percent. 
A) considerably less. 
B) about 35 percent. 
C) about the same. 
D) up to 20 percent. 
E) approximately 25 percent.

Question 15

The Federal Trade Commission is solely responsible for establishing and enforcing packaging regulations.

Accepted Answer

A) True 
 B)False

Question 16

Co-branding capitalizes on the trust that customers have in both companies involved,especially when the brands complement one another in the mind of the buyer.

Accepted Answer

A) True 
 B)False

Question 17

Packaging is most important,as a strategic tool,for

Accepted Answer

A) consumer convenience products. 
B) consumer shopping products. 
C) industrial products. 
D) consumer specialty products. 
E) services. 
A) consumer convenience products. 
B) consumer shopping products. 
C) industrial products. 
D) consumer specialty products. 
E) services.

Question 18

If the company who produces Garnier Fructis shampoo and conditioner were to introduce Garnier Fructis dryer sheets with the same scent,this would be called ____ branding.

Accepted Answer

A) brand-extension 
B) licensed 
C) family 
D) individual 
E) new-product 
A) brand-extension 
B) licensed 
C) family 
D) individual 
E) new-product

Question 19

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 20

In what ways can packaging be used strategically?

Accepted Answer

The answer of In what ways can packaging be used...

Exam 14: Branding and Packaging

Store brands appeal mainly to lower-income,price-conscious customers.

The crush-proof cylinder package for Pringle's potato chips is an example of innovative packaging.

To use co-branding effectively,which one of the following is probably least important?

The talking gecko used by Geico Insurance facilitates the development of

The basic purpose of packaging is to create eye appeal.

Craftsman tools,sold and branded by Sears,is an example of a ____ brand.

Green Giant is an example of a private distributor brand.

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

A package can be used to attract customers' attention.

The Anderson Advertising Agency was developing a name for their client's new paper towel product.They finally settled on the name,"Soaker." Regarding the factors that marketers consider when selecting a brand name,which one does this best fulfill?

In a brand licensing arrangement,the licensee is responsible for

Old Navy sells only Old Navy labeled clothing in its retail stores.The Old Navy brand is not sold in any other outlet.Old Navy is a ____ brand.

A major advantage of using individual branding is that

At one time,generic brands represented about 10 percent of all retail grocery sales.Today they account for

The Federal Trade Commission is solely responsible for establishing and enforcing packaging regulations.

Co-branding capitalizes on the trust that customers have in both companies involved,especially when the brands complement one another in the mind of the buyer.

Packaging is most important,as a strategic tool,for

If the company who produces Garnier Fructis shampoo and conditioner were to introduce Garnier Fructis dryer sheets with the same scent,this would be called ____ branding.

The most important function of packaging is

In what ways can packaging be used strategically?

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets: Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts

Developing and Managing Products

Services Marketing

Marketing Channels and Supply-Chain Management

Retailing, direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters