Question 1

Gorton's sells Gorton's Fish Sticks, Gorton's Fish Fillets, and Gorton Grilled Fish. This is an example of

Accepted Answer

A) family branding. 
B) shared naming. 
C) individual branding. 
D) brand extension. 
E) single branding. 
A) family branding. 
B) shared naming. 
C) individual branding. 
D) brand extension. 
E) single branding.

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

What are private distributor brands? Describe their characteristics.

Accepted Answer

Private distributor brands also called p

Question 4

In a brand licensing arrangement, the licensee is responsible for

Accepted Answer

A) providing the brand name to another organization for use in promoting products. 
B) collecting the royalties from sales of the licensed products. 
C) half of the financial losses in the event that the licensed brand is a failure. 
D) the production, but not the marketing of the licensed product. 
E) the manufacturing, marketing, and financing of the licensed product. 
A) providing the brand name to another organization for use in promoting products. 
B) collecting the royalties from sales of the licensed products. 
C) half of the financial losses in the event that the licensed brand is a failure. 
D) the production, but not the marketing of the licensed product. 
E) the manufacturing, marketing, and financing of the licensed product.

Question 5

Twin-packs and six-packs are examples of

Accepted Answer

A) family packaging. 
B) group packaging. 
C) package bundling. 
D) family branding. 
E) multiple packaging. 
A) family packaging. 
B) group packaging. 
C) package bundling. 
D) family branding. 
E) multiple packaging.

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

McDonald's golden arches are a classic example of a

Accepted Answer

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

Question 8

Individual branding facilitates market segmentation.

Accepted Answer

A) True 
 B)False

Question 9

Your boss has instructed you to change the packaging on your firm's products so that they have a common major design element and similar packaging. Based on this directive, you should implement __________ for all the firm's products.​

Accepted Answer

A) consistent packaging 
B) family packaging 
C) homogeneous packaging 
D) common packaging 
E) product line packaging 
A) consistent packaging 
B) family packaging 
C) homogeneous packaging 
D) common packaging 
E) product line packaging

Question 10

Energizer batteries would be classified as which type of product?

Accepted Answer

A) Convenience 
B) Shopping 
C) Specialty 
D) Unsought 
E) Industrial service 
A) Convenience 
B) Shopping 
C) Specialty 
D) Unsought 
E) Industrial service

Question 11

Ryan is on his way to work when he realizes he has a flat tire. He swings into Sam's Club and has a new tire installed. Ryan's purchase of a new tire in this situation is considered to be

Accepted Answer

A) a shopping good 
B) a convenience good 
C) an unsought good 
D) a specialty good 
E) an industrial good 
A) a shopping good 
B) a convenience good 
C) an unsought good 
D) a specialty good 
E) an industrial good

Question 12

Which of the following types of products would be the most difficult to brand?

Accepted Answer

A) Oatmeal 
B) Soap 
C) DVD players 
D) Automobiles 
E) Tax preparation services 
A) Oatmeal 
B) Soap 
C) DVD players 
D) Automobiles 
E) Tax preparation services

Question 13

The manufacturers of Miracle-Gro have square boxes of the plant food that serve as a flower-pot liner. The customer just puts the box inside the flower pot, fills it with potting soil, and then adds water. The Miracle-Gro chemical is activated by the water and begins feeding the plant. This would be an example of ____ packaging.

Accepted Answer

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

Question 14

Product mix refers to a related group of products in the product line.

Accepted Answer

A) True 
 B)False

Question 15

Shannon Hill needed to buy an airline ticket to visit her parents. She went to several websites to compare rates and chose a flight on Southwest Air lines because, for a similar price to other airlines, it had a better reputation for service. For Shannon, this flight is an example of which type of product?

Accepted Answer

A) Shopping 
B) Convenience 
C) Specialty 
D) Unsought 
E) Durable 
A) Shopping 
B) Convenience 
C) Specialty 
D) Unsought 
E) Durable

Gorton's sells Gorton's Fish Sticks, Gorton's Fish Fillets, and Gorton Grilled Fish. This is an example of

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

What are private distributor brands? Describe their characteristics.

In a brand licensing arrangement, the licensee is responsible for

Twin-packs and six-packs are examples of

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 ___.

McDonald's golden arches are a classic example of a

Individual branding facilitates market segmentation.

Your boss has instructed you to change the packaging on your firm's products so that they have a common major design element and similar packaging. Based on this directive, you should implement __________ for all the firm's products.

Energizer batteries would be classified as which type of product?

Ryan is on his way to work when he realizes he has a flat tire. He swings into Sam's Club and has a new tire installed. Ryan's purchase of a new tire in this situation is considered to be

Which of the following types of products would be the most difficult to brand?

Product mix refers to a related group of products in the product line.

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

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 11: Product Concepts, Branding and Packaging

Gorton's sells Gorton's Fish Sticks, Gorton's Fish Fillets, and Gorton Grilled Fish. This is an example of

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

What are private distributor brands? Describe their characteristics.

In a brand licensing arrangement, the licensee is responsible for

Twin-packs and six-packs are examples of

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 ___.

McDonald's golden arches are a classic example of a

Individual branding facilitates market segmentation.

Your boss has instructed you to change the packaging on your firm's products so that they have a common major design element and similar packaging. Based on this directive, you should implement __________ for all the firm's products.​

Energizer batteries would be classified as which type of product?

Ryan is on his way to work when he realizes he has a flat tire. He swings into Sam's Club and has a new tire installed. Ryan's purchase of a new tire in this situation is considered to be

Which of the following types of products would be the most difficult to brand?

Product mix refers to a related group of products in the product line.

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

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

Your boss has instructed you to change the packaging on your firm's products so that they have a common major design element and similar packaging. Based on this directive, you should implement __________ for all the firm's products.