Question 1

A unique cap or applicator is an example of secondary-use packaging.

Accepted Answer

A) True 
 B)False

Question 2

A Sony laptop that has an "Intel" logo on its keyboard is an example of

Accepted Answer

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

Question 3

Package shape, graphic design, and certain colors may be used to make a product appear taller than it actually is.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following laws was enacted by Congress in 1988 to strengthen trademark protection?

Accepted Answer

A) Brand Protection Act 
B) Lanham Act 
C) Trademark Infringement Act 
D) Trademark Law Revision Act 
E) U.S.Patent and Trademark Act 
A) Brand Protection Act 
B) Lanham Act 
C) Trademark Infringement Act 
D) Trademark Law Revision Act 
E) U.S.Patent and Trademark Act

Question 5

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. How does brand loyalty typically effect a customer's purchase decisions?

Accepted Answer

A) It makes every purchase easy. 
B) It shortens the amount of time and reduces the risk. 
C) It provides an automatic measure of quality for all products. 
D) It lengthens the process due to the great effort expended. 
E) It makes decisions difficult because most people are loyal to many brands. 
A) It makes every purchase easy. 
B) It shortens the amount of time and reduces the risk. 
C) It provides an automatic measure of quality for all products. 
D) It lengthens the process due to the great effort expended. 
E) It makes decisions difficult because most people are loyal to many brands.

Question 6

If the company who produces Garnier Fructis shampoo and conditioner were to introduce Garnier Fructis dryer sheets with the same scent, this would be called ____ branding.

Accepted Answer

A) brand-extension 
B) licensed 
C) family 
D) individual 
E) new-product 
A) brand-extension 
B) licensed 
C) family 
D) individual 
E) new-product

Question 7

Private distributor brands are owned by

Accepted Answer

A) manufacturers only. 
B) manufacturers and retailers. 
C) wholesalers only. 
D) manufacturers and wholesalers. 
E) wholesalers or retailers. 
A) manufacturers only. 
B) manufacturers and retailers. 
C) wholesalers only. 
D) manufacturers and wholesalers. 
E) wholesalers or retailers.

Question 8

The most important function of packaging is

Accepted Answer

A) offering convenience to customers. 
B) protecting the product and maintaining its functionality. 
C) covering the product. 
D) communicating information to the customer. 
E) attracting the attention of the customer. 
A) offering convenience to customers. 
B) protecting the product and maintaining its functionality. 
C) covering the product. 
D) communicating information to the customer. 
E) attracting the attention of the customer.

Question 9

Which of the following issues is least important in using co-branding effectively?

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 different companies. 
D) Co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. 
E) Co-branding should take advantage of the distribution capabilities of the 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 different companies. 
D) Co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. 
E) Co-branding should take advantage of the distribution capabilities of the brands involved.

Question 10

The Fair Packaging and Labeling Act focuses on the voluntary adoption of packaging standards by firms within industries. It also provides enforcement power to the Federal Trade Commission and the Food and Drug Administration, and establishes

Accepted Answer

A) specific package colors for selected product categories. 
B) package design approval procedures. 
C) mandatory labeling requirements. 
D) designated package sizes for certain product categories. 
E) packaging regulations from the Consumer Product Safety Commission. 
A) specific package colors for selected product categories. 
B) package design approval procedures. 
C) mandatory labeling requirements. 
D) designated package sizes for certain product categories. 
E) packaging regulations from the Consumer Product Safety Commission.

Question 11

Although difficult to measure, brand loyalty represents the value of a brand to an organization.

Accepted Answer

A) True 
 B)False

Question 12

Discuss the branding policies marketers can use. What are the advantages and disadvantages of each?

Accepted Answer

Branding policies are essential for mark

Question 13

A distinguishing factor between a brand name and a brand mark is that a brand name

Accepted Answer

A) creates customer loyalty. 
B) consists of words. 
C) identifies only one item in the product mix. 
D) is registered with the U.S.Patent and Trademark Office. 
E) implies an organization's name. 
A) creates customer loyalty. 
B) consists of words. 
C) identifies only one item in the product mix. 
D) is registered with the U.S.Patent and Trademark Office. 
E) implies an organization's name.

Question 14

Private distributor, generic, and manufacturer are the three types of

Accepted Answer

A) equity. 
B) brands. 
C) producers. 
D) packaging. 
E) trade names. 
A) equity. 
B) brands. 
C) producers. 
D) packaging. 
E) trade names.

Question 15

Package characteristics shape buyer impressions of a product during use.

Accepted Answer

A) True 
 B)False

Question 16

Family branding occurs when all of a firm's products are branded with all or part of the same name.

Accepted Answer

A) True 
 B)False

Question 17

The most recent act passed by Congress that addresses the protection of trademarks is the

Accepted Answer

A) Lanham Act. 
B) Trademark Law Revision Act. 
C) Counterfeit Protection Act. 
D) U.S.Patent and Trademark Act. 
E) Fair Trademark and Brand Name Usage Act. 
A) Lanham Act. 
B) Trademark Law Revision Act. 
C) Counterfeit Protection Act. 
D) U.S.Patent and Trademark Act. 
E) Fair Trademark and Brand Name Usage Act.

Question 18

Another common name for a private distributor brand is a ____ brand.

Accepted Answer

A) home 
B) manufacturer 
C) generic 
D) store 
E) label 
A) home 
B) manufacturer 
C) generic 
D) store 
E) label

Question 19

Nathan recently purchased a floor lamp from Ikea. The floor lamp came in a compact cardboard box and assembly was required. This is an example of ____ packaging.

Accepted Answer

A) secondary-use 
B) multiple 
C) category-consistent 
D) innovative 
E) handling-improved 
A) secondary-use 
B) multiple 
C) category-consistent 
D) innovative 
E) handling-improved

Question 20

To gain customer acceptance, the two brands involved in co-branding must represent a complementary fit in the minds of buyers.

Accepted Answer

A) True 
 B)False

A unique cap or applicator is an example of secondary-use packaging.

A Sony laptop that has an "Intel" logo on its keyboard is an example of

Package shape, graphic design, and certain colors may be used to make a product appear taller than it actually is.

Which of the following laws was enacted by Congress in 1988 to strengthen trademark protection?

If the company who produces Garnier Fructis shampoo and conditioner were to introduce Garnier Fructis dryer sheets with the same scent, this would be called ____ branding.

Private distributor brands are owned by

The most important function of packaging is

Which of the following issues is least important in using co-branding effectively?

The Fair Packaging and Labeling Act focuses on the voluntary adoption of packaging standards by firms within industries. It also provides enforcement power to the Federal Trade Commission and the Food and Drug Administration, and establishes

Although difficult to measure, brand loyalty represents the value of a brand to an organization.

Discuss the branding policies marketers can use. What are the advantages and disadvantages of each?

A distinguishing factor between a brand name and a brand mark is that a brand name

Private distributor, generic, and manufacturer are the three types of

Package characteristics shape buyer impressions of a product during use.

Family branding occurs when all of a firm's products are branded with all or part of the same name.

The most recent act passed by Congress that addresses the protection of trademarks is the

Another common name for a private distributor brand is a ____ brand.

Nathan recently purchased a floor lamp from Ikea. The floor lamp came in a compact cardboard box and assembly was required. This is an example of ____ packaging.

To gain customer acceptance, the two brands involved in co-branding must represent a complementary fit in the minds of buyers.

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

A unique cap or applicator is an example of secondary-use packaging.

A Sony laptop that has an "Intel" logo on its keyboard is an example of

Package shape, graphic design, and certain colors may be used to make a product appear taller than it actually is.

Which of the following laws was enacted by Congress in 1988 to strengthen trademark protection?

If the company who produces Garnier Fructis shampoo and conditioner were to introduce Garnier Fructis dryer sheets with the same scent, this would be called ____ branding.

Private distributor brands are owned by

The most important function of packaging is

Which of the following issues is least important in using co-branding effectively?

The Fair Packaging and Labeling Act focuses on the voluntary adoption of packaging standards by firms within industries. It also provides enforcement power to the Federal Trade Commission and the Food and Drug Administration, and establishes

Although difficult to measure, brand loyalty represents the value of a brand to an organization.

Discuss the branding policies marketers can use. What are the advantages and disadvantages of each?

A distinguishing factor between a brand name and a brand mark is that a brand name

Private distributor, generic, and manufacturer are the three types of

Package characteristics shape buyer impressions of a product during use.

Family branding occurs when all of a firm's products are branded with all or part of the same name.

The most recent act passed by Congress that addresses the protection of trademarks is the

Another common name for a private distributor brand is a ____ brand.

Nathan recently purchased a floor lamp from Ikea. The floor lamp came in a compact cardboard box and assembly was required. This is an example of ____ packaging.

To gain customer acceptance, the two brands involved in co-branding must represent a complementary fit in the minds of buyers.

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