Question 1

A red-and-white label on a soup can is an example of innovative packaging.

Accepted Answer

A) True 
 B)False

Question 2

The use of darker colors in packaging design makes the package appear smaller to consumers.

Accepted Answer

A) True 
 B)False

Question 3

The package design of a bag of flour would most likely be criticized for being

Accepted Answer

A) unsafe to the environment. 
B) unsafe to the user. 
C) deceptive. 
D) functionally deficient. 
E) well suited for multiple-unit packaging. 
A) unsafe to the environment. 
B) unsafe to the user. 
C) deceptive. 
D) functionally deficient. 
E) well suited for multiple-unit packaging.

Question 4

The instruction "Refrigerate after opening" on a salad dressing label is an example of the descriptive function of labeling.

Accepted Answer

A) True 
 B)False

Question 5

A package of aluminum foil at Kroger supermarket has only a white package with black letters stating "aluminum foil." This product is an example of a ____ brand.

Accepted Answer

A) manufacturer's 
B) private distributor's 
C) no-name 
D) generic 
E) no-frills 
A) manufacturer's 
B) private distributor's 
C) no-name 
D) generic 
E) no-frills

Question 6

Marketers may use brand names that have absolutely no meaning to avoid negative connotations.

Accepted Answer

A) True 
 B)False

Question 7

If Subway made an agreement allowing another company to use its brand name on a new supermarket ready-to-eat sandwich, this would be called

Accepted Answer

A) co-branding. 
B) brand extension. 
C) brand licensing. 
D) trademark licensing. 
E) cooperative branding. 
A) co-branding. 
B) brand extension. 
C) brand licensing. 
D) trademark licensing. 
E) cooperative branding.

Question 8

Marketers must balance consumer desire for convenience against environmental concerns.

Accepted Answer

A) True 
 B)False

Question 9

A generic brand indicates only the product category.

Accepted Answer

A) True 
 B)False

Question 10

Decisions regarding the shape and texture of a package are influenced by whether the product will be used by males or females.

Accepted Answer

A) True 
 B)False

Question 11

What is brand equity, and what are the major elements that underlie brand equity?

Accepted Answer

The answer of What is brand equity, and what are...

Question 12

To promote overall company image, packages of Pillsbury cake and cookie mixes have similar designs and colors. This approach is known as

Accepted Answer

A) family branding. 
B) brand managing. 
C) line consistency. 
D) family packaging. 
E) product grouping. 
A) family branding. 
B) brand managing. 
C) line consistency. 
D) family packaging. 
E) product grouping.

Question 13

Compared to creating and developing a brand from scratch, a firm sometimes buys a brand from another company at a premium price because outright purchase is

Accepted Answer

A) more challenging strategically. 
B) less time consuming. 
C) less risky. 
D) less expensive. 
E) less expensive and less risky. 
A) more challenging strategically. 
B) less time consuming. 
C) less risky. 
D) less expensive. 
E) less expensive and less risky.

Question 14

The Cool Whip container is an example of a secondary-use package.

Accepted Answer

A) True 
 B)False

Question 15

The spray bottle for Windex Glass Cleaner could be considered a secondary-use package because

Accepted Answer

A) its shape is ideal for multiple-unit packaging. 
B) glass cleaner works on chrome as well as glass. 
C) the spray nozzle has an adjustable valve. 
D) customers can reuse it for other purposes. 
E) it has a shape similar to other glass cleaner bottles. 
A) its shape is ideal for multiple-unit packaging. 
B) glass cleaner works on chrome as well as glass. 
C) the spray nozzle has an adjustable valve. 
D) customers can reuse it for other purposes. 
E) it has a shape similar to other glass cleaner bottles.

Question 16

Labeling is most important for branding reasons.

Accepted Answer

A) True 
 B)False

Question 17

When Glidden introduced interior house paint in plastic gallon containers, including a no-drip spout, this was an example of ____ packaging.

Accepted Answer

A) category-consistent 
B) innovative 
C) traditional 
D) green 
E) convenience 
A) category-consistent 
B) innovative 
C) traditional 
D) green 
E) convenience

Question 18

Brand licensing agreements can fail for many reasons but usually not because of

Accepted Answer

A) poor timing in the marketplace. 
B) a lack of manufacturing control of the licensed product. 
C) a strong match between the product and the licensed brand. 
D) using the wrong types of distribution channels to market the product. 
E) licensing the brand to too many unrelated products. 
A) poor timing in the marketplace. 
B) a lack of manufacturing control of the licensed product. 
C) a strong match between the product and the licensed brand. 
D) using the wrong types of distribution channels to market the product. 
E) licensing the brand to too many unrelated products.

Question 19

Every aspect of a brand is subject to a marketer's control.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following products is an example of a manufacturer brand?

Accepted Answer

A) Great Value Corn Flakes 
B) JC Penney jeans 
C) Kmart tires 
D) Sony TVs 
E) Safeway tomato sauce 
A) Great Value Corn Flakes 
B) JC Penney jeans 
C) Kmart tires 
D) Sony TVs 
E) Safeway tomato sauce

Exam 14: Branding and Packaging

A red-and-white label on a soup can is an example of innovative packaging.

The use of darker colors in packaging design makes the package appear smaller to consumers.

The package design of a bag of flour would most likely be criticized for being

The instruction "Refrigerate after opening" on a salad dressing label is an example of the descriptive function of labeling.

A package of aluminum foil at Kroger supermarket has only a white package with black letters stating "aluminum foil." This product is an example of a ____ brand.

Marketers may use brand names that have absolutely no meaning to avoid negative connotations.

If Subway made an agreement allowing another company to use its brand name on a new supermarket ready-to-eat sandwich, this would be called

Marketers must balance consumer desire for convenience against environmental concerns.

A generic brand indicates only the product category.

Decisions regarding the shape and texture of a package are influenced by whether the product will be used by males or females.

What is brand equity, and what are the major elements that underlie brand equity?

To promote overall company image, packages of Pillsbury cake and cookie mixes have similar designs and colors. This approach is known as

Compared to creating and developing a brand from scratch, a firm sometimes buys a brand from another company at a premium price because outright purchase is

The Cool Whip container is an example of a secondary-use package.

The spray bottle for Windex Glass Cleaner could be considered a secondary-use package because

Labeling is most important for branding reasons.

When Glidden introduced interior house paint in plastic gallon containers, including a no-drip spout, this was an example of ____ packaging.

Brand licensing agreements can fail for many reasons but usually not because of

Every aspect of a brand is subject to a marketer's control.

Which of the following products 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