Question 1

When a firm's packages are designed to appear to be quite similar, the firm is using family packaging.

Accepted Answer

A) True 
 B)False

Question 2

Elements that help create brand equity include all of the following except brand

Accepted Answer

A) quality. 
B) associations. 
C) loyalty. 
D) recognition. 
E) awareness. 
A) quality. 
B) associations. 
C) loyalty. 
D) recognition. 
E) awareness.

Question 3

The part of a brand that can be spoken including letters, numbers, and words is the

Accepted Answer

A) brand. 
B) brand mark. 
C) brand name. 
D) trade name. 
E) trademark. 
A) brand. 
B) brand mark. 
C) brand name. 
D) trade name. 
E) trademark.

Question 4

The weakest level of brand loyalty is brand

Accepted Answer

A) recognition. 
B) insistence. 
C) equity. 
D) trial. 
E) preference. 
A) recognition. 
B) insistence. 
C) equity. 
D) trial. 
E) preference.

Question 5

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 6

Riley prefers to buy Pantene Shampoo for Colored Hair, however, if that is not in stock, she will buy L'Oreal or Garnier Fructis. Riley's level of brand loyalty can be described as ___.

Accepted Answer

A) recognition. 
B) acceptance. 
C) preference. 
D) insistence. 
E) acknowledgement. 
A) recognition. 
B) acceptance. 
C) preference. 
D) insistence. 
E) acknowledgement.

Question 7

A package can be used to attract customers' attention.

Accepted Answer

A) True 
 B)False

Question 8

Package safety or convenience features can perform a promotional role.

Accepted Answer

A) True 
 B)False

Question 9

Packages are always secondary ingredients of a marketing strategy.

Accepted Answer

A) True 
 B)False

Question 10

What is the relationship between brand loyalty and brand equity?

Accepted Answer

Brand loyalty and brand equity are close

Question 11

When Jiffy-Pop packaged its popcorn in an aluminum skillet, complete with attachable handle, it designed the package to become the cooking utensil. After cooking, the handle was removed and the package became the popcorn bowl. Jiffy-Pop's popcorn in this case is an example of _____ packaging.

Accepted Answer

A) secondary-use 
B) multiple 
C) innovative 
D) category-consistent 
E) "green" 
A) secondary-use 
B) multiple 
C) innovative 
D) category-consistent 
E) "green"

Question 12

The production of private distributor brands for resellers may allow a manufacturer to use excess capacity efficiently.

Accepted Answer

A) True 
 B)False

Question 13

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 14

Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive offerings and will purchase this brand if available.

Accepted Answer

A) True 
 B)False

Question 15

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 16

Kenmore is an example of a manufacturer brand.

Accepted Answer

A) True 
 B)False

When a firm's packages are designed to appear to be quite similar, the firm is using family packaging.

Elements that help create brand equity include all of the following except brand

The part of a brand that can be spoken including letters, numbers, and words is the

The weakest level of brand loyalty is brand

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?

Riley prefers to buy Pantene Shampoo for Colored Hair, however, if that is not in stock, she will buy L'Oreal or Garnier Fructis. Riley's level of brand loyalty can be described as ___.

A package can be used to attract customers' attention.

Package safety or convenience features can perform a promotional role.

Packages are always secondary ingredients of a marketing strategy.

What is the relationship between brand loyalty and brand equity?

When Jiffy-Pop packaged its popcorn in an aluminum skillet, complete with attachable handle, it designed the package to become the cooking utensil. After cooking, the handle was removed and the package became the popcorn bowl. Jiffy-Pop's popcorn in this case is an example of _____ packaging.

The production of private distributor brands for resellers may allow a manufacturer to use excess capacity efficiently.

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

Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive offerings and will purchase this brand if available.

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

Kenmore is an example of a manufacturer brand.

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

When a firm's packages are designed to appear to be quite similar, the firm is using family packaging.

Elements that help create brand equity include all of the following except brand

The part of a brand that can be spoken including letters, numbers, and words is the

The weakest level of brand loyalty is brand

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?

Riley prefers to buy Pantene Shampoo for Colored Hair, however, if that is not in stock, she will buy L'Oreal or Garnier Fructis. Riley's level of brand loyalty can be described as ___.

A package can be used to attract customers' attention.

Package safety or convenience features can perform a promotional role.

Packages are always secondary ingredients of a marketing strategy.

What is the relationship between brand loyalty and brand equity?

When Jiffy-Pop packaged its popcorn in an aluminum skillet, complete with attachable handle, it designed the package to become the cooking utensil. After cooking, the handle was removed and the package became the popcorn bowl. Jiffy-Pop's popcorn in this case is an example of _____ packaging.

The production of private distributor brands for resellers may allow a manufacturer to use excess capacity efficiently.

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

Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive offerings and will purchase this brand if available.

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

Kenmore is an example of a manufacturer brand.

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