Question 1

What is the relationship between brand loyalty and brand equity?

Accepted Answer

Brand loyalty and brand equity are close

Question 2

Consistency among package designs is essential for an organization's product mix.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following issues is least important in using co-branding effectively?

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 different companies. 
D) Co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. 
E) Co-branding should take advantage of the distribution capabilities of the 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 different companies. 
D) Co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. 
E) Co-branding should take advantage of the distribution capabilities of the brands involved.

Question 4

All packaging must at a minimum

Accepted Answer

A) protect and preserve the contents in the package. 
B) clearly communicate the contents and the product's benefits. 
C) be tamper-proof and safe for children. 
D) comply with the FDA's packaging regulations. 
E) be made out of the most cost-effective materials available. 
A) protect and preserve the contents in the package. 
B) clearly communicate the contents and the product's benefits. 
C) be tamper-proof and safe for children. 
D) comply with the FDA's packaging regulations. 
E) be made out of the most cost-effective materials available.

Question 5

Family packaging cannot be used for individual product lines;it must apply to the entire product mix of the firm.

Accepted Answer

A) True 
 B)False

Question 6

When designing a package,which characteristic is least important?

Accepted Answer

A) An association with the company's brand mark 
B) Cost-effectiveness 
C) Environmental responsiveness 
D) Safety 
E) The value it has as a promotional tool 
A) An association with the company's brand mark 
B) Cost-effectiveness 
C) Environmental responsiveness 
D) Safety 
E) The value it has as a promotional tool

Question 7

All Healthy Choice products come in green boxes with the same Healthy Choice logo.This is an example of the use of

Accepted Answer

A) category-consistent packaging. 
B) family packaging. 
C) multiple packaging. 
D) family branding. 
E) group labeling. 
A) category-consistent packaging. 
B) family packaging. 
C) multiple packaging. 
D) family branding. 
E) group labeling.

Question 8

Through a series of court decisions,a hierarchy of brand protection based on brand type has been created.These brand types include all but which of the following?

Accepted Answer

A) Arbitrary 
B) Descriptive 
C) Fanciful 
D) Generic 
E) Symbolic 
A) Arbitrary 
B) Descriptive 
C) Fanciful 
D) Generic 
E) Symbolic

Question 9

Planters is concerned that acquiring a taste for its new product,honey-roasted macadamia nuts,takes time.Planters should use ____ packaging for its new product.

Accepted Answer

A) family 
B) multiple 
C) tamper-resistant 
D) unlabeled 
E) transparent 
A) family 
B) multiple 
C) tamper-resistant 
D) unlabeled 
E) transparent

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

Jeff went to his local supermarket to purchase cola,chips,dip,and salsa for the weekend's gathering to watch the football game.As far as the cola goes,Jeff thinks they all taste the same and buys either Coke or Pepsi,whichever is on sale.However,for the chips,he likes to buy Doritos White Corn when the store has them.While at the store,he picks up Coke and Santidas Corn chips because the store did not have the Doritos.When he gets to the salsa aisle he finds that his favorite brand,Pace's is out of stock.Rather than buy a different brand,he goes to another store to find the Paces.Jeff's brand loyalty on this shopping trip can be described as ___ for the cola,___ for the chips,and ___ for the salsa.

Accepted Answer

A) recognition;preference;loyalty 
B) recognition;preference;insistence 
C) awareness;preference;insistence 
D) preference;awareness;insistence 
E) awareness;insistence;preference 
A) recognition;preference;loyalty 
B) recognition;preference;insistence 
C) awareness;preference;insistence 
D) preference;awareness;insistence 
E) awareness;insistence;preference

Question 12

The well-known brand AT&T (American Telephone and Telegraph)would most likely be classified as

Accepted Answer

A) fanciful. 
B) generic. 
C) descriptive. 
D) suggestive. 
E) arbitrary. 
A) fanciful. 
B) generic. 
C) descriptive. 
D) suggestive. 
E) arbitrary.

Question 13

In marketing,family packaging means

Accepted Answer

A) packaging products in a quantity suitable for use for an average-sized family. 
B) putting a set of related products all in the same package. 
C) making all of a company's or product line's packaging look similar. 
D) putting the same brand name on all a company's products. 
E) designing and selling only products that are related. 
A) packaging products in a quantity suitable for use for an average-sized family. 
B) putting a set of related products all in the same package. 
C) making all of a company's or product line's packaging look similar. 
D) putting the same brand name on all a company's products. 
E) designing and selling only products that are related.

Question 14

Which of the following types of products would be the most difficult to brand?

Accepted Answer

A) Oatmeal 
B) Soap 
C) DVD players 
D) Automobiles 
E) Tax preparation services 
A) Oatmeal 
B) Soap 
C) DVD players 
D) Automobiles 
E) Tax preparation services

Question 15

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 16

A brand name is the part of the brand that is spoken.

Accepted Answer

A) True 
 B)False

Question 17

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 18

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 19

The brands used for co-branding cannot be owned by the same company.

Accepted Answer

A) True 
 B)False

Question 20

What is co-branding? Explain what makes co-branding effective.

Accepted Answer

The answer of What is co-branding? Explain what makes co-branding...

What is the relationship between brand loyalty and brand equity?

Consistency among package designs is essential for an organization's product mix.

Which of the following issues is least important in using co-branding effectively?

All packaging must at a minimum

Family packaging cannot be used for individual product lines;it must apply to the entire product mix of the firm.

When designing a package,which characteristic is least important?

All Healthy Choice products come in green boxes with the same Healthy Choice logo.This is an example of the use of

Through a series of court decisions,a hierarchy of brand protection based on brand type has been created.These brand types include all but which of the following?

Planters is concerned that acquiring a taste for its new product,honey-roasted macadamia nuts,takes time.Planters should use ____ packaging for its new product.

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

The well-known brand AT&T (American Telephone and Telegraph)would most likely be classified as

In marketing,family packaging means

Which of the following types of products would be the most difficult to brand?

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

A brand name is the part of the brand that is spoken.

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

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

The brands used for co-branding cannot be owned by the same company.

What is co-branding? Explain what makes co-branding effective.

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

Exam 14: Branding and Packaging

What is the relationship between brand loyalty and brand equity?

Consistency among package designs is essential for an organization's product mix.

Which of the following issues is least important in using co-branding effectively?

All packaging must at a minimum

Family packaging cannot be used for individual product lines;it must apply to the entire product mix of the firm.

When designing a package,which characteristic is least important?

All Healthy Choice products come in green boxes with the same Healthy Choice logo.This is an example of the use of

Through a series of court decisions,a hierarchy of brand protection based on brand type has been created.These brand types include all but which of the following?

Planters is concerned that acquiring a taste for its new product,honey-roasted macadamia nuts,takes time.Planters should use ____ packaging for its new product.

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

The well-known brand AT&T (American Telephone and Telegraph)would most likely be classified as

In marketing,family packaging means

Which of the following types of products would be the most difficult to brand?

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

A brand name is the part of the brand that is spoken.

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

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

The brands used for co-branding cannot be owned by the same company.

What is co-branding? Explain what makes co-branding effective.

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