Question 1

Labeling and packaging are closely interrelated.

Accepted Answer

A) True 
 B)False  True

Question 2

When Disney characters appear on apparel made by another company, this would be an example of

Accepted Answer

A) brand licensing. 
B) brand extensions. 
C) dual-branding. 
D) co-branding. 
E) cooperative branding. 
A) brand licensing. 
B) brand extensions. 
C) dual-branding. 
D) co-branding. 
E) cooperative branding. A

Question 3

Private distributor brands are owned by retailers and do not identify the manufacturer of the product. Which of the following is an example of a private distributor brand?

Accepted Answer

A) Green Giant corn 
B) Dell computers 
C) Sears Kenmore washers 
D) Little Debbie snack cakes 
E) Nike Air Jordan basketball shoes 
A) Green Giant corn 
B) Dell computers 
C) Sears Kenmore washers 
D) Little Debbie snack cakes 
E) Nike Air Jordan basketball shoes C

Question 4

Individual branding facilitates market segmentation.

Accepted Answer

A) True 
 B)False

Question 5

When Starbucks introduced their new instant coffee brand, Via, the company only sold it in packages of three single-cup units. Starbucks' primary objective for selling Via in three-unit packages rather than single-unit packages was most likely

Accepted Answer

A) to encourage the consumer to try the product several times. 
B) to encourage a higher consumption of all Starbucks products. 
C) to sell more because of infrequent coffee purchases. 
D) to reduce costs in the distribution and handling of the Via products. 
E) to engage in environmentally responsible behavior. 
A) to encourage the consumer to try the product several times. 
B) to encourage a higher consumption of all Starbucks products. 
C) to sell more because of infrequent coffee purchases. 
D) to reduce costs in the distribution and handling of the Via products. 
E) to engage in environmentally responsible behavior.

Question 6

Desirable product images can be created through the use of colors, design, shapes, and textures in packaging.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Which of the following statements about labeling is false?

Accepted Answer

A) The label can be used to facilitate the identification of a product. 
B) Labels do not have to disclose nutritional information. 
C) The label indicates the quality of the product. 
D) Labeling is used to describe the product. 
E) The label can play a promotional function. 
A) The label can be used to facilitate the identification of a product. 
B) Labels do not have to disclose nutritional information. 
C) The label indicates the quality of the product. 
D) Labeling is used to describe the product. 
E) The label can play a promotional function.

Question 9

Lighter colors may be used to make a package appear larger to consumers.

Accepted Answer

A) True 
 B)False

Question 10

The overall challenge for marketers when developing packaging is to

Accepted Answer

A) make it as attractive as possible to the target market of the product. 
B) create effective, convenient packaging that appeals to customers and keeps costs low. 
C) find ways to reduce costs as much as possible for packaging without letting safety suffer. 
D) always be more innovative than the competitors in order to make a product stand out. 
E) ensure that product damage is minimized during distribution. 
A) make it as attractive as possible to the target market of the product. 
B) create effective, convenient packaging that appeals to customers and keeps costs low. 
C) find ways to reduce costs as much as possible for packaging without letting safety suffer. 
D) always be more innovative than the competitors in order to make a product stand out. 
E) ensure that product damage is minimized during distribution.

Question 11

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 12

Recently, buyers have shown an unwillingness to pay more for improved packaging.

Accepted Answer

A) True 
 B)False

Question 13

Environmental concerns brought about the marketing of cleaning products in concentrated form.

Accepted Answer

A) True 
 B)False

Question 14

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 15

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 16

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 17

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 18

R. J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and Salem. This is an example of which type of branding policy?

Accepted Answer

A) Generic 
B) Individual 
C) Family 
D) Line family 
E) Brand extension 
A) Generic 
B) Individual 
C) Family 
D) Line family 
E) Brand extension

Question 19

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 20

Customers will more easily recognize a new product as belonging to a particular product category if the marketers use

Accepted Answer

A) family branding. 
B) innovative packaging. 
C) category-consistent packaging. 
D) category labeling. 
E) product category packaging. 
A) family branding. 
B) innovative packaging. 
C) category-consistent packaging. 
D) category labeling. 
E) product category packaging.

Labeling and packaging are closely interrelated.

When Disney characters appear on apparel made by another company, this would be an example of

Private distributor brands are owned by retailers and do not identify the manufacturer of the product. Which of the following is an example of a private distributor brand?

Individual branding facilitates market segmentation.

When Starbucks introduced their new instant coffee brand, Via, the company only sold it in packages of three single-cup units. Starbucks' primary objective for selling Via in three-unit packages rather than single-unit packages was most likely

Desirable product images can be created through the use of colors, design, shapes, and textures in packaging.

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

Which of the following statements about labeling is false?

Lighter colors may be used to make a package appear larger to consumers.

The overall challenge for marketers when developing packaging is to

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.

Recently, buyers have shown an unwillingness to pay more for improved packaging.

Environmental concerns brought about the marketing of cleaning products in concentrated form.

Packages designed to appeal to children often use

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

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

R. J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and Salem. This is an example of which type of branding policy?

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.

Customers will more easily recognize a new product as belonging to a particular product category if the marketers use

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

Labeling and packaging are closely interrelated.

When Disney characters appear on apparel made by another company, this would be an example of

Private distributor brands are owned by retailers and do not identify the manufacturer of the product. Which of the following is an example of a private distributor brand?

Individual branding facilitates market segmentation.

When Starbucks introduced their new instant coffee brand, Via, the company only sold it in packages of three single-cup units. Starbucks' primary objective for selling Via in three-unit packages rather than single-unit packages was most likely

Desirable product images can be created through the use of colors, design, shapes, and textures in packaging.

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

Which of the following statements about labeling is false?

Lighter colors may be used to make a package appear larger to consumers.

The overall challenge for marketers when developing packaging is to

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.

Recently, buyers have shown an unwillingness to pay more for improved packaging.

Environmental concerns brought about the marketing of cleaning products in concentrated form.

Packages designed to appeal to children often use

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

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

R. J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and Salem. This is an example of which type of branding policy?

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.

Customers will more easily recognize a new product as belonging to a particular product category if the marketers use

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