Question 1

Federal laws require the disclosure of nutritional information on labels.So far,evidence on this matter

Accepted Answer

A) indicate that consumers regularly use the information. 
B) have been conducted only by the federal government. 
C) have shown mixed results about the use of this information. 
D) prove that labels are necessary only for promotional reasons. 
E) indicate that consumers do not use the information. 
A) indicate that consumers regularly use the information. 
B) have been conducted only by the federal government. 
C) have shown mixed results about the use of this information. 
D) prove that labels are necessary only for promotional reasons. 
E) indicate that consumers do not use the information.

Question 2

Scenario 14.2
Use the following to answer the questions.
When Silk Soymilk began packaging its chocolate milk in single-serving sizes,the company chose drink boxes that did not need refrigeration.The boxes were only sold in shrink-wrapped sets of six.Single boxes were not available at grocery stores or convenience markets.Once the Silk chocolate product was selling well,they also began offering the Silk Soymilk vanilla flavor in the same type packaging.The Silk Soymilk brand,logo,and look of the boxes were the same as its larger half-gallon versions.The only difference in packaging style was the brown color for chocolate milk and the color white for vanilla.
-Refer to Scenario 14.2.Which of the following is not a function of the packaging strategy chosen by Silk Soymilk?

Accepted Answer

A) It protects and preserves the product. 
B) It offers convenience to customers. 
C) It's size and shape help make storage easier. 
D) It is less harmful to the environment. 
E) It most likely appeals to children and those with active lifestyles. 
A) It protects and preserves the product. 
B) It offers convenience to customers. 
C) It's size and shape help make storage easier. 
D) It is less harmful to the environment. 
E) It most likely appeals to children and those with active lifestyles.

Question 3

The label on a window air conditioner reads "uses up to 20% less energy." For what reason is this phrase most likely used?

Accepted Answer

A) To provide product use information. 
B) To encourage multiple purchases. 
C) To promote the product. 
D) To satisfy legal requirements. 
E) To encourage the proper consumption patterns of the product. 
A) To provide product use information. 
B) To encourage multiple purchases. 
C) To promote the product. 
D) To satisfy legal requirements. 
E) To encourage the proper consumption patterns of the product.

Question 4

iPod is the ____ of the MP3 player made by Apple,Inc.

Accepted Answer

A) trade name 
B) brand mark 
C) trade label 
D) brand 
E) identifier 
A) trade name 
B) brand mark 
C) trade label 
D) brand 
E) identifier

Question 5

Of the different types of brands,the one that has experienced the steadiest growth is

Accepted Answer

A) manufacturer. 
B) producer. 
C) generic. 
D) private distributor. 
E) imitator. 
A) manufacturer. 
B) producer. 
C) generic. 
D) private distributor. 
E) imitator.

Question 6

Identify the advantages for a retailer of having a private distributor brand,and then explain how a manufacturer can benefit by producing private distributor brands.

Accepted Answer

There are several advantages for a retai

Question 7

Gain liquid laundry detergent comes in a 40-ounce plastic bottle with a pour spout.When that bottle is empty,consumers can purchase Gain in a plastic pouch designed to refill the original 40-ounce plastic bottle.The pouches use less packaging,store flat,and cost less;however,they are not for repeated usage.The use of the original Gain 40-ounce bottle is an example of a(an)

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

Many brand names have become so common that they are now generic terms for a particular product category.Which of the following is the best example of this?

Accepted Answer

A) Mrs.Butterworths 
B) Charmin 
C) Bic 
D) Crispix 
E) Kleenex 
A) Mrs.Butterworths 
B) Charmin 
C) Bic 
D) Crispix 
E) Kleenex

Question 9

The brand name "Minute Rice" would be more difficult to protect legally than "Exxon."

Accepted Answer

A) True 
 B)False

Question 10

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 11

The series of thick and thin lines that electronically identify many products is called a(n)

Accepted Answer

A) stock keeping unit. 
B) brand name identifier. 
C) universal product code. 
D) price bar. 
E) inventory control symbol. 
A) stock keeping unit. 
B) brand name identifier. 
C) universal product code. 
D) price bar. 
E) inventory control symbol.

Question 12

When ____ branding is used,each of a firm's products is branded with at least part of the same name.

Accepted Answer

A) individual 
B) trademark 
C) family 
D) selective 
E) brand-extension 
A) individual 
B) trademark 
C) family 
D) selective 
E) brand-extension

Question 13

Besides generic names,what other types of names are very difficult to protect?

Accepted Answer

A) Names created by the company 
B) Surnames and geographic names 
C) Arbitrarily chosen names not related to the product 
D) Arbitrarily chosen names related closely to the product 
E) Names that contain shapes and colors 
A) Names created by the company 
B) Surnames and geographic names 
C) Arbitrarily chosen names not related to the product 
D) Arbitrarily chosen names related closely to the product 
E) Names that contain shapes and colors

Question 14

Labels facilitate product identification.

Accepted Answer

A) True 
 B)False

Question 15

Scenario 14.1
Use the following to answer the questions.
The Pillsbury division of General Mills has promoted its baking products through its trade character,the Pillsbury Doughboy,since 1965.He appears in television commercials touting the quality,benefits,and features of the products Pillsbury sells.Each product in the Pillsbury line,such as crescent rolls,pizza dough,biscuits,and cinnamon rolls,includes the Pillsbury name on the package.In addition to the Pillsbury name,the Pillsbury Doughboy also appears on each package,although in different poses.On the Pillsbury website,the Pillsbury Doughboy character is animated and can be seen "dancing".He can be downloaded to your personal computer or used to create your own e-card.
-Refer to Scenario 14.1.The Pillsbury branding policy is most likely

Accepted Answer

A) individual branding. 
B) family branding. 
C) brand extensions. 
D) co-branding. 
E) brand licensing. 
A) individual branding. 
B) family branding. 
C) brand extensions. 
D) co-branding. 
E) brand licensing.

Question 16

A secondary-use package is defined as one that

Accepted Answer

A) can be used as a promotional tool. 
B) can be reused for purposes other than its initial use. 
C) facilitates transportation,storage,and handling for middlemen. 
D) is recyclable and environmentally safe. 
E) promotes an overall company image. 
A) can be used as a promotional tool. 
B) can be reused for purposes other than its initial use. 
C) facilitates transportation,storage,and handling for middlemen. 
D) is recyclable and environmentally safe. 
E) promotes an overall company image.

Question 17

A brand name should indicate the product's major benefits.

Accepted Answer

A) True 
 B)False

Question 18

Distribution capabilities can increase as a result of co-branding,which is an advantage for participating partners.

Accepted Answer

A) True 
 B)False

Question 19

Packages designed to appeal to children often use

Accepted Answer

A) bold designs and primary colors. 
B) clear color and simple designs. 
C) black and white only. 
D) pastels and soft images. 
E) lots of writing and little color. 
A) bold designs and primary colors. 
B) clear color and simple designs. 
C) black and white only. 
D) pastels and soft images. 
E) lots of writing and little color.

Question 20

A co-branded product from Sony and Martha Stewart would likely fail because

Accepted Answer

A) neither of these brands is very well known to consumers. 
B) their products are not complementary. 
C) they are both food products. 
D) this co-branding will not provide product differentiation. 
E) the market segment for this product is too vast 
A) neither of these brands is very well known to consumers. 
B) their products are not complementary. 
C) they are both food products. 
D) this co-branding will not provide product differentiation. 
E) the market segment for this product is too vast

Federal laws require the disclosure of nutritional information on labels.So far,evidence on this matter

The label on a window air conditioner reads "uses up to 20% less energy." For what reason is this phrase most likely used?

iPod is the ____ of the MP3 player made by Apple,Inc.

Of the different types of brands,the one that has experienced the steadiest growth is

Identify the advantages for a retailer of having a private distributor brand,and then explain how a manufacturer can benefit by producing private distributor brands.

Many brand names have become so common that they are now generic terms for a particular product category.Which of the following is the best example of this?

The brand name "Minute Rice" would be more difficult to protect legally than "Exxon."

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

The series of thick and thin lines that electronically identify many products is called a(n)

When ____ branding is used,each of a firm's products is branded with at least part of the same name.

Besides generic names,what other types of names are very difficult to protect?

Labels facilitate product identification.

A secondary-use package is defined as one that

A brand name should indicate the product's major benefits.

Distribution capabilities can increase as a result of co-branding,which is an advantage for participating partners.

Packages designed to appeal to children often use

A co-branded product from Sony and Martha Stewart would likely fail because

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

Federal laws require the disclosure of nutritional information on labels.So far,evidence on this matter

The label on a window air conditioner reads "uses up to 20% less energy." For what reason is this phrase most likely used?

iPod is the ____ of the MP3 player made by Apple,Inc.

Of the different types of brands,the one that has experienced the steadiest growth is

Identify the advantages for a retailer of having a private distributor brand,and then explain how a manufacturer can benefit by producing private distributor brands.

Many brand names have become so common that they are now generic terms for a particular product category.Which of the following is the best example of this?

The brand name "Minute Rice" would be more difficult to protect legally than "Exxon."

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

The series of thick and thin lines that electronically identify many products is called a(n)

When ____ branding is used,each of a firm's products is branded with at least part of the same name.

Besides generic names,what other types of names are very difficult to protect?

Labels facilitate product identification.

A secondary-use package is defined as one that

A brand name should indicate the product's major benefits.

Distribution capabilities can increase as a result of co-branding,which is an advantage for participating partners.

Packages designed to appeal to children often use

A co-branded product from Sony and Martha Stewart would likely fail because

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