Question 1

Labeling is used to perform only two roles: to promote and to inform.

Accepted Answer

A) True 
 B)False

Question 2

Kantar Millward Brown ranks the world's top 100 brands. Google tops the list at $230 billion. In terms of revenue, however, Walmart dwarfs Google. Google earned $89.5 billion in global revenue, while Walmart earned $482 billion. While Walmart has higher revenues, Google has greater

Accepted Answer

A) brand name awareness. 
B) brand equity. 
C) brand power. 
D) brand recognition. 
E) brand licensing. 
A) brand name awareness. 
B) brand equity. 
C) brand power. 
D) brand recognition. 
E) brand licensing.

Question 3

When Fiat offers to let qualified buyers test drive the Fiat Doblo van, the dealer is trying to stimulate which stage of the product adoption process?

Accepted Answer

A) Awareness 
B) Interest 
C) Evaluation 
D) Trial 
E) Adoption 
A) Awareness 
B) Interest 
C) Evaluation 
D) Trial 
E) Adoption

Question 4

Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.

Accepted Answer

A) True 
 B)False

Question 5

Labels on nonedible items such as shampoos and detergents must include both

Accepted Answer

A) ingredients and allergens. 
B) country of manufacture and ingredients. 
C) safety precautions and ingredients. 
D) safety precautions and directions for use. 
E) fabric content and allergens. 
A) ingredients and allergens. 
B) country of manufacture and ingredients. 
C) safety precautions and ingredients. 
D) safety precautions and directions for use. 
E) fabric content and allergens.

Question 6

A brand name should indicate the product's major benefits.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is not a benefit for buyers of branding?

Accepted Answer

A) Brands help buyers recognize specific products that meet their criteria for quality, which reduces the time needed to identify and purchase products by facilitating identification of products that satisfy consumer needs. 
B) Branding facilitates promotional efforts because the promotion of each branded product indirectly promotes all other products bearing the same brand. 
C) A brand indicates a quality level and image to the customer and reduces a buyer's perceived risk of purchase. 
D) Customers might receive a psychological reward from purchasing and owning a brand that symbolizes high status. 
E) Purchasing certain brands is a form of self-expression. 
A) Brands help buyers recognize specific products that meet their criteria for quality, which reduces the time needed to identify and purchase products by facilitating identification of products that satisfy consumer needs. 
B) Branding facilitates promotional efforts because the promotion of each branded product indirectly promotes all other products bearing the same brand. 
C) A brand indicates a quality level and image to the customer and reduces a buyer's perceived risk of purchase. 
D) Customers might receive a psychological reward from purchasing and owning a brand that symbolizes high status. 
E) Purchasing certain brands is a form of self-expression.

Question 8

When Clorox introduced bleach in a no-drip bottle, the firm was taking action consistent with its product being in the ____ stage of the product life cycle.

Accepted Answer

A) introduction 
B) growth 
C) stabilization 
D) maturity 
E) decline 
A) introduction 
B) growth 
C) stabilization 
D) maturity 
E) decline

Question 9

_____ is an example of a trade name and _____ is a brand name owned by that company.

Accepted Answer

A) The McDonald's Corporation; the Golden Arches 
B) Chevy; Silverado 
C) Ford Motor Company; Escape 
D) Nike, Inc.; "Swoosh" 
E) Kleenex; tissues 
A) The McDonald's Corporation; the Golden Arches 
B) Chevy; Silverado 
C) Ford Motor Company; Escape 
D) Nike, Inc.; "Swoosh" 
E) Kleenex; tissues

Question 10

Millie is in charge of the marketing strategy for a new toothbrush her firm introduced. The toothbrush has gotten strong accolades from critics, and Millie's company has taken great steps using advertisements and public relations to promote the product. The biggest hurdle to product adoption, according to Millie, is that consumers are much more familiar with Oral-B toothbrushes. Oral-B is the company's greatest competitor and is a much more established brand name. Millie plans to release a new campaign highlighting the many benefits of its toothbrush compared to its competitors. She hopes consumers will view their product as superior to Oral-B's. After the campaign, Millie's firm plans to offer free samples in select stores. Millie is using this campaign to stimulate _______________ on the part of buyers so that they will compare their benefits with Oral-B's.

Accepted Answer

A) evaluation 
B) trial 
C) awareness 
D) adoption 
E) interest 
A) evaluation 
B) trial 
C) awareness 
D) adoption 
E) interest

Question 11

A ____ brand usually requires a producer to become involved in distribution, promotion, and pricing decisions.

Accepted Answer

A) dealer 
B) manufacturer 
C) private distributor 
D) store 
E) wholesaler 
A) dealer 
B) manufacturer 
C) private distributor 
D) store 
E) wholesaler

Question 12

A product line is defined as

Accepted Answer

A) products that can be designated as a unique offering among the organization's products. 
B) products that an organization makes available to consumers. 
C) a group of closely related products that are considered a unit because of marketing, technical, or end-use considerations. 
D) a specific group of products that are offered to the market. 
E) products that are sold by the same firm or a division of a firm. 
A) products that can be designated as a unique offering among the organization's products. 
B) products that an organization makes available to consumers. 
C) a group of closely related products that are considered a unit because of marketing, technical, or end-use considerations. 
D) a specific group of products that are offered to the market. 
E) products that are sold by the same firm or a division of a firm.

Question 13

What steps should a marketer take to protect a brand name from use by others?

Accepted Answer

A marketer should design a brand so that

Question 14

Scenario 10.1
Use the following to answer the questions.
Megabus is a bus line operating in the Northeast and Midwestern United States, plus in Canada. It offers travelers a cheap alternative to driving and flying between large cities, keeping the fares extremely low yet offering the latest technology. Unlike the traditional Greyhound bus line, Megabus is an express service, and is equipped with Wi-Fi, video screens, headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally, Megabus picks up and drops off people in the centers of cities rather than at inconveniently-located terminals. Patrons can book tickets at Megabus.com, where some fares begin at just $1. Routes are limited, and are offered out of cities such as Toronto, New York, Baltimore, Philadelphia, and Chicago. Recently, its competitor Greyhound has launched two new bus lines, BoltBus and NeOn, with similar fares and high-tech amenities. A fare on a NeOn bus from Buffalo, New York, to New York City is $50.00 round trip, while the same fare through Greyhound's traditional bus line costs $92.00. The benefit of Greyhound's traditional line is that there are more departure times and more stops in smaller towns along the way.
-Refer to Scenario 10.1. Casey is searching the website of Megabus.com for the schedule and fares of a trip between Buffalo, New York, and New York City. Casey is most likely in which of the following stages of the product adoption process?

Accepted Answer

A) adoption 
B) trial 
C) evaluation 
D) interest 
E) awareness 
A) adoption 
B) trial 
C) evaluation 
D) interest 
E) awareness

Question 15

Alana, a product manager, thinks her company's InstaCup coffee maker is currently in the growth stage of the product life cycle. If so, the profits for the InstaCup coffee maker ___ and the number of competitors ____.

Accepted Answer

A) are negative; is growing 
B) have peaked; is growing 
C) are declining; is growing 
D) have peaked; is declining 
E) are declining; is declining 
A) are negative; is growing 
B) have peaked; is growing 
C) are declining; is growing 
D) have peaked; is declining 
E) are declining; is declining

Question 16

Many brand names have become so common that they are now generic terms for a particular product category. Which of the following is the best example of this?

Accepted Answer

A) Mrs. Butterworths 
B) Charmin 
C) Bic 
D) Crispix 
E) Kleenex 
A) Mrs. Butterworths 
B) Charmin 
C) Bic 
D) Crispix 
E) Kleenex

Question 17

Price cuts are typical in a product's growth stage.

Accepted Answer

A) True 
 B)False

Question 18

New products seldom generate enough sales to bring immediate profits.

Accepted Answer

A) True 
 B)False

Question 19

Henry 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 designed

Accepted Answer

A) to be reusable. 
B) for multiple use. 
C) to be consistent with other products in the category. 
D) to be innovative. 
E) to improve handling. 
A) to be reusable. 
B) for multiple use. 
C) to be consistent with other products in the category. 
D) to be innovative. 
E) to improve handling.

Question 20

Package characteristics shape buyer impressions of a product during use.

Accepted Answer

A) True 
 B)False

Labeling is used to perform only two roles: to promote and to inform.

Kantar Millward Brown ranks the world's top 100 brands. Google tops the list at $230 billion. In terms of revenue, however, Walmart dwarfs Google. Google earned $89.5 billion in global revenue, while Walmart earned $482 billion. While Walmart has higher revenues, Google has greater

When Fiat offers to let qualified buyers test drive the Fiat Doblo van, the dealer is trying to stimulate which stage of the product adoption process?

Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.

Labels on nonedible items such as shampoos and detergents must include both

A brand name should indicate the product's major benefits.

Which of the following is not a benefit for buyers of branding?

When Clorox introduced bleach in a no-drip bottle, the firm was taking action consistent with its product being in the ____ stage of the product life cycle.

_ is an example of a trade name and _ is a brand name owned by that company.

A ____ brand usually requires a producer to become involved in distribution, promotion, and pricing decisions.

A product line is defined as

What steps should a marketer take to protect a brand name from use by others?

Alana, a product manager, thinks her company's InstaCup coffee maker is currently in the growth stage of the product life cycle. If so, the profits for the InstaCup coffee maker _ and the number of competitors __.

Many brand names have become so common that they are now generic terms for a particular product category. Which of the following is the best example of this?

Price cuts are typical in a product's growth stage.

New products seldom generate enough sales to bring immediate profits.

Henry 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 designed

Package characteristics shape buyer impressions of a product during use.

Customer-Driven Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment, Social Responsibility, and Ethics

Marketing Research and Information Systems

Target Market Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Developing and Managing Goods and Services

Pricing Concepts and Management

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Filters

Exam 10: Product, Branding, and Packaging Concepts

Labeling is used to perform only two roles: to promote and to inform.

Kantar Millward Brown ranks the world's top 100 brands. Google tops the list at $230 billion. In terms of revenue, however, Walmart dwarfs Google. Google earned $89.5 billion in global revenue, while Walmart earned $482 billion. While Walmart has higher revenues, Google has greater

When Fiat offers to let qualified buyers test drive the Fiat Doblo van, the dealer is trying to stimulate which stage of the product adoption process?

Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.

Labels on nonedible items such as shampoos and detergents must include both

A brand name should indicate the product's major benefits.

Which of the following is not a benefit for buyers of branding?

When Clorox introduced bleach in a no-drip bottle, the firm was taking action consistent with its product being in the ____ stage of the product life cycle.

_____ is an example of a trade name and _____ is a brand name owned by that company.

A ____ brand usually requires a producer to become involved in distribution, promotion, and pricing decisions.

A product line is defined as

What steps should a marketer take to protect a brand name from use by others?

Alana, a product manager, thinks her company's InstaCup coffee maker is currently in the growth stage of the product life cycle. If so, the profits for the InstaCup coffee maker ___ and the number of competitors ____.

Many brand names have become so common that they are now generic terms for a particular product category. Which of the following is the best example of this?

Price cuts are typical in a product's growth stage.

New products seldom generate enough sales to bring immediate profits.

Henry 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 designed

Package characteristics shape buyer impressions of a product during use.

Customer-Driven Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment, Social Responsibility, and Ethics

Marketing Research and Information Systems

Target Market Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Developing and Managing Goods and Services

Pricing Concepts and Management

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Filters

_ is an example of a trade name and _ is a brand name owned by that company.

Alana, a product manager, thinks her company's InstaCup coffee maker is currently in the growth stage of the product life cycle. If so, the profits for the InstaCup coffee maker _ and the number of competitors __.