Question 1

Using Loblaws as an example, explain the role of the private label brand and its importance today.

Accepted Answer

A private label brand is produced to the

Question 2

Explain what is meant by a cult brand. Give examples in your explanation.

Accepted Answer

A cult brand is a brand that captures th

Question 3

Crest toothpaste is available in a variety of sizes and flavours. It comes in a paste or gel format and is packaged in a pump or tube. This describes Crest's

Accepted Answer

A)  merchandising mix. 
B)  brand strategy. 
C)  marketing mix. 
D)  product line width. 
E)  product line. 
A)  merchandising mix. 
B)  brand strategy. 
C)  marketing mix. 
D)  product line width. 
E)  product line.

Question 4

The total product concept refers to the complete range of products produced by a company.

Accepted Answer

A) True 
 B)False

Question 5

A company tries to change the package design of a popular brand. Consumers react negatively. These consumers are brand insistent.

Accepted Answer

A) True 
 B)False

Question 6

Garnier's Fructus brand owns a not-so-subtle bright green colour. This colour, along with the other components of the package design, are intended to

Accepted Answer

A)  create a cult brand. 
B)  build brand insistence. 
C)  break through shelf clutter by demanding attention. 
D)  convey a message of environmental concern. 
E)  eliminate the need for the secondary package. 
A)  create a cult brand. 
B)  build brand insistence. 
C)  break through shelf clutter by demanding attention. 
D)  convey a message of environmental concern. 
E)  eliminate the need for the secondary package.

Question 7

A family brand strategy offers two advantages to a marketing organization. First, the promotional expenditures of one product benefit the rest of the family, and second

Accepted Answer

A)  Internet sales increase. 
B)  packaging is easier. 
C)  new products under the family brand name become accepted readily. 
D)  logistics infrastructures are in place. 
E)  product life cycles are extended. 
A)  Internet sales increase. 
B)  packaging is easier. 
C)  new products under the family brand name become accepted readily. 
D)  logistics infrastructures are in place. 
E)  product life cycles are extended.

Question 8

A name, term, symbol, or design (or combination of them) that identifies goods and services is called a

Accepted Answer

A)  brand name. 
B)  trademark. 
C)  logo. 
D)  brand. 
E)  brandmark. 
A)  brand name. 
B)  trademark. 
C)  logo. 
D)  brand. 
E)  brandmark.

Question 9

Consider the packaging for Dole 100% juice individual serving drink boxes. Which of the following is the primary package?

Accepted Answer

A)  the cardboard tray in which the juice box sleeves are shipped to the retailer 
B)  the cellophane wrapping around the sleeve of three drink boxes 
C)  the straw attached to an individual juice box 
D)  the juice box itself 
E)  the cellophane wrapping around the cardboard tray filled with sleeves of juice boxes 
A)  the cardboard tray in which the juice box sleeves are shipped to the retailer 
B)  the cellophane wrapping around the sleeve of three drink boxes 
C)  the straw attached to an individual juice box 
D)  the juice box itself 
E)  the cellophane wrapping around the cardboard tray filled with sleeves of juice boxes

Question 10

Using the example of the Starbucks' coffee chain, describe the four stages of the brand design process.

Accepted Answer

1. Imagination: Being able to generate i

Question 11

In a family branding strategy, the brand name is always the company name.

Accepted Answer

A) True 
 B)False

Question 12

A bank purchases 15 boxes of legal paper for its printing and document copying needs. For the bank, the paper is considered

Accepted Answer

A)  a component part. 
B)  a raw material. 
C)  a processed material. 
D)  supply. 
E)  accessory equipment. 
A)  a component part. 
B)  a raw material. 
C)  a processed material. 
D)  supply. 
E)  accessory equipment.

Question 13

Powerade is available in a variety of flavours. This represents a product line.

Accepted Answer

A) True 
 B)False

Question 14

USP stands for unique service point.

Accepted Answer

A) True 
 B)False

Question 15

Royal Canin brand of dry cat food is sold in easily resealable bags. This feature is incorporated to serve which packaging function?

Accepted Answer

A)  develop brand loyalty 
B)  protect the product 
C)  market the product 
D)  provide convenience to the customer 
E)  differentiate the brand 
A)  develop brand loyalty 
B)  protect the product 
C)  market the product 
D)  provide convenience to the customer 
E)  differentiate the brand

Question 16

Abbey is in McDonald's and orders a Pepsi. Her order cannot be filled since only Coca-Cola is available. She accepts a Coke instead. Abbey has ________ for Pepsi in the carbonated cola category.

Accepted Answer

A)  brand recognition 
B)  brand inconsistence 
C)  brand insistence 
D)  brand loyalty 
E)  brand preference 
A)  brand recognition 
B)  brand inconsistence 
C)  brand insistence 
D)  brand loyalty 
E)  brand preference

Question 17

One of the drawbacks to trademarks is that

Accepted Answer

A)  the design elements are easy to identify by competitors. 
B)  they become so well known they become household words. 
C)  they are hard for graphic artists to reproduce. 
D)  they are expensive to create and design. 
E)  there is no legal way to protect a trademark. 
A)  the design elements are easy to identify by competitors. 
B)  they become so well known they become household words. 
C)  they are hard for graphic artists to reproduce. 
D)  they are expensive to create and design. 
E)  there is no legal way to protect a trademark.

Question 18

Nike is considered a family brand.

Accepted Answer

A) True 
 B)False

Question 19

In 2001 the Royal Bank of Canada became known to its customers as "RBC."This change demonstrates the renovation stage of brand design.

Accepted Answer

A) True 
 B)False

Question 20

A food company is introducing a new prepackaged lunch option for school children. In the early stages of this new product's introduction, its marketers are looking to first achieve which of the following with its packaging?

Accepted Answer

A)  brand insistence 
B)  brand durability 
C)  brand preference 
D)  brand installation 
E)  brand recognition 
A)  brand insistence 
B)  brand durability 
C)  brand preference 
D)  brand installation 
E)  brand recognition

Using Loblaws as an example, explain the role of the private label brand and its importance today.

Explain what is meant by a cult brand. Give examples in your explanation.

Crest toothpaste is available in a variety of sizes and flavours. It comes in a paste or gel format and is packaged in a pump or tube. This describes Crest's

The total product concept refers to the complete range of products produced by a company.

A company tries to change the package design of a popular brand. Consumers react negatively. These consumers are brand insistent.

Garnier's Fructus brand owns a not-so-subtle bright green colour. This colour, along with the other components of the package design, are intended to

A family brand strategy offers two advantages to a marketing organization. First, the promotional expenditures of one product benefit the rest of the family, and second

A name, term, symbol, or design (or combination of them) that identifies goods and services is called a

Consider the packaging for Dole 100% juice individual serving drink boxes. Which of the following is the primary package?

Using the example of the Starbucks' coffee chain, describe the four stages of the brand design process.

In a family branding strategy, the brand name is always the company name.

A bank purchases 15 boxes of legal paper for its printing and document copying needs. For the bank, the paper is considered

Powerade is available in a variety of flavours. This represents a product line.

USP stands for unique service point.

Royal Canin brand of dry cat food is sold in easily resealable bags. This feature is incorporated to serve which packaging function?

Abbey is in McDonald's and orders a Pepsi. Her order cannot be filled since only Coca-Cola is available. She accepts a Coke instead. Abbey has ________ for Pepsi in the carbonated cola category.

One of the drawbacks to trademarks is that

Nike is considered a family brand.

In 2001 the Royal Bank of Canada became known to its customers as "RBC."This change demonstrates the renovation stage of brand design.

A food company is introducing a new prepackaged lunch option for school children. In the early stages of this new product's introduction, its marketers are looking to first achieve which of the following with its packaging?

Contemporary Marketing

The External Marketing Environment

Strategic Marketing Planning

Marketing Intelligence

Consumer Buying Behaviour

Business-To-Business Marketing and Organizational Buying Behaviour

Market Segmentation and Target Marketing

Product Management

Services and Not-For-Profit Marketing

Pricing Decisions: Objectives, Strategies and Tactics

Distribution and Supply Chain Management

Retailing

IMC: Media Advertising, Social and Mobile Communications

IMC: Sales Promotion, Public Relations, Experiential Marketing, and Personal Selling

Global Marketing

Filters

Exam 8: Product Strategy

Using Loblaws as an example, explain the role of the private label brand and its importance today.

Explain what is meant by a cult brand. Give examples in your explanation.

Crest toothpaste is available in a variety of sizes and flavours. It comes in a paste or gel format and is packaged in a pump or tube. This describes Crest's

The total product concept refers to the complete range of products produced by a company.

A company tries to change the package design of a popular brand. Consumers react negatively. These consumers are brand insistent.

Garnier's Fructus brand owns a not-so-subtle bright green colour. This colour, along with the other components of the package design, are intended to

A family brand strategy offers two advantages to a marketing organization. First, the promotional expenditures of one product benefit the rest of the family, and second

A name, term, symbol, or design (or combination of them) that identifies goods and services is called a

Consider the packaging for Dole 100% juice individual serving drink boxes. Which of the following is the primary package?

Using the example of the Starbucks' coffee chain, describe the four stages of the brand design process.

In a family branding strategy, the brand name is always the company name.

A bank purchases 15 boxes of legal paper for its printing and document copying needs. For the bank, the paper is considered

Powerade is available in a variety of flavours. This represents a product line.

USP stands for unique service point.

Royal Canin brand of dry cat food is sold in easily resealable bags. This feature is incorporated to serve which packaging function?

Abbey is in McDonald's and orders a Pepsi. Her order cannot be filled since only Coca-Cola is available. She accepts a Coke instead. Abbey has ________ for Pepsi in the carbonated cola category.

One of the drawbacks to trademarks is that

Nike is considered a family brand.

In 2001 the Royal Bank of Canada became known to its customers as "RBC."This change demonstrates the renovation stage of brand design.

A food company is introducing a new prepackaged lunch option for school children. In the early stages of this new product's introduction, its marketers are looking to first achieve which of the following with its packaging?

Contemporary Marketing

The External Marketing Environment

Strategic Marketing Planning

Marketing Intelligence

Consumer Buying Behaviour

Business-To-Business Marketing and Organizational Buying Behaviour

Market Segmentation and Target Marketing

Product Management

Services and Not-For-Profit Marketing

Pricing Decisions: Objectives, Strategies and Tactics

Distribution and Supply Chain Management

Retailing

IMC: Media Advertising, Social and Mobile Communications

IMC: Sales Promotion, Public Relations, Experiential Marketing, and Personal Selling

Global Marketing

Filters