Question 1

Which of the following is a primary factor specific to services in choosing a brand name?

Accepted Answer

A) The service brand is usually the same as the company name so it must be flexible enough to fit several services. 
B) The name must convey an image of great customer service because this is more important for services than for goods. 
C) The name should be distinctive and set the company apart from potential competitors. 
D) Shortness and conciseness are extremely important when choosing brand names for services so that they can easily be remembered. 
E) Service brands are much more difficult to protect legally, so marketers must focus on creating brands with made-up words or a combination of letters and numbers. 
A) The service brand is usually the same as the company name so it must be flexible enough to fit several services. 
B) The name must convey an image of great customer service because this is more important for services than for goods. 
C) The name should be distinctive and set the company apart from potential competitors. 
D) Shortness and conciseness are extremely important when choosing brand names for services so that they can easily be remembered. 
E) Service brands are much more difficult to protect legally, so marketers must focus on creating brands with made-up words or a combination of letters and numbers.

Question 2

Green Giant is an example of a private distributor brand.

Accepted Answer

A) True 
 B)False

Question 3

How will sustainability issues impact the design of a package?

Accepted Answer

Sustainability issues have a profound im

Question 4

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 5

To use co-branding effectively, which one of the following is probably least important?

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 two or more organizations. 
D) To avoid confusion on the part of customers, co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. 
E) The co-branded product should be able to benefit from the distribution system of both 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 two or more organizations. 
D) To avoid confusion on the part of customers, co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. 
E) The co-branded product should be able to benefit from the distribution system of both brands involved.

Question 6

Which one of the following is not a benefit of multiple packaging?

Accepted Answer

A) Facilitates special price offers 
B) Increases demand 
C) Increases consumer acceptance of the product 
D) Makes handling or storage easier 
E) Conveys an overall image of the firm 
A) Facilitates special price offers 
B) Increases demand 
C) Increases consumer acceptance of the product 
D) Makes handling or storage easier 
E) Conveys an overall image of the firm

Question 7

Trying to link a motorcycle brand like Harley-Davidson to a food brand like Healthy Choice would be considered a poor decision in this type of branding.

Accepted Answer

A) Co-branding 
B) Individual branding 
C) Family branding 
D) Product branding 
E) Wholesaler branding 
A) Co-branding 
B) Individual branding 
C) Family branding 
D) Product branding 
E) Wholesaler branding

Question 8

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's ____ than an unfamiliar brand.

Accepted Answer

A) inept set 
B) loyalty set 
C) preference group 
D) brand group 
E) consideration set 
A) inept set 
B) loyalty set 
C) preference group 
D) brand group 
E) consideration set

Question 9

The Food and Drug Administration requires that food processors indicate the amount of carbohydrates, calories, and fat in a product.

Accepted Answer

A) True 
 B)False

Question 10

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 11

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 12

Garments must be labeled with the country of manufacture, fabric content, and

Accepted Answer

A) clothing style. 
B) size. 
C) inspection code. 
D) care instructions. 
E) universal product code. 
A) clothing style. 
B) size. 
C) inspection code. 
D) care instructions. 
E) universal product code.

Question 13

In what ways can packaging be used strategically?

Accepted Answer

The answer of In what ways can packaging be used...

Question 14

What are the major functions of a label?

Accepted Answer

The answer of What are the major functions of a...

Question 15

Packaging can be used to communicate symbolically the quality or premium nature of a product.

Accepted Answer

A) True 
 B)False

Question 16

A customer must have a particular brand and will accept no substitutes. This is termed brand

Accepted Answer

A) preference. 
B) loyalty. 
C) insistence. 
D) recognition. 
E) requirement. 
A) preference. 
B) loyalty. 
C) insistence. 
D) recognition. 
E) requirement.

Question 17

At one time, generic brands represented about 10 percent of all retail grocery sales. Today they account for

Accepted Answer

A) considerably less. 
B) about 35 percent. 
C) about the same. 
D) up to 20 percent. 
E) approximately 25 percent. 
A) considerably less. 
B) about 35 percent. 
C) about the same. 
D) up to 20 percent. 
E) approximately 25 percent.

Question 18

Explain the differences between brand marks and trademarks.

Accepted Answer

Brand marks and trademarks are both impo

Question 19

The term "cultural branding" describes how a brand conveys a powerful myth that consumers find useful in cementing their identities.

Accepted Answer

A) True 
 B)False

Question 20

Registration of a trademark with the U.S. Patent and Trademark Office protects trademarks domestically for ____ years with indefinite renewals.

Accepted Answer

A) two 
B) thirty 
C) eighteen 
D) five 
E) ten 
A) two 
B) thirty 
C) eighteen 
D) five 
E) ten

Which of the following is a primary factor specific to services in choosing a brand name?

Green Giant is an example of a private distributor brand.

How will sustainability issues impact the design of a package?

When designing a package, which characteristic is least important?

To use co-branding effectively, which one of the following is probably least important?

Which one of the following is not a benefit of multiple packaging?

Trying to link a motorcycle brand like Harley-Davidson to a food brand like Healthy Choice would be considered a poor decision in this type of branding.

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's ____ than an unfamiliar brand.

The Food and Drug Administration requires that food processors indicate the amount of carbohydrates, calories, and fat in a product.

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

Garments must be labeled with the country of manufacture, fabric content, and

In what ways can packaging be used strategically?

What are the major functions of a label?

Packaging can be used to communicate symbolically the quality or premium nature of a product.

A customer must have a particular brand and will accept no substitutes. This is termed brand

At one time, generic brands represented about 10 percent of all retail grocery sales. Today they account for

Explain the differences between brand marks and trademarks.

The term "cultural branding" describes how a brand conveys a powerful myth that consumers find useful in cementing their identities.

Registration of a trademark with the U.S. Patent and Trademark Office protects trademarks domestically for ____ years with indefinite renewals.

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

Which of the following is a primary factor specific to services in choosing a brand name?

Green Giant is an example of a private distributor brand.

How will sustainability issues impact the design of a package?

When designing a package, which characteristic is least important?

To use co-branding effectively, which one of the following is probably least important?

Which one of the following is not a benefit of multiple packaging?

Trying to link a motorcycle brand like Harley-Davidson to a food brand like Healthy Choice would be considered a poor decision in this type of branding.

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's ____ than an unfamiliar brand.

The Food and Drug Administration requires that food processors indicate the amount of carbohydrates, calories, and fat in a product.

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

Garments must be labeled with the country of manufacture, fabric content, and

In what ways can packaging be used strategically?

What are the major functions of a label?

Packaging can be used to communicate symbolically the quality or premium nature of a product.

A customer must have a particular brand and will accept no substitutes. This is termed brand

At one time, generic brands represented about 10 percent of all retail grocery sales. Today they account for

Explain the differences between brand marks and trademarks.

The term "cultural branding" describes how a brand conveys a powerful myth that consumers find useful in cementing their identities.

Registration of a trademark with the U.S. Patent and Trademark Office protects trademarks domestically for ____ years with indefinite renewals.

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