Question 1

When Procter & Gamble added teeth-whitening products under the Crest brand, the firm was engaged in

Accepted Answer

A)  corporate branding. 
B)  brand extension. 
C)  brand licensing. 
D)  brand association. 
E)  perceived value branding.

Question 2

Define convenience, shopping, and, unsought products and give an example of each.

Accepted Answer

The answer of Define convenience, shopping, and, unsought products and...

Question 3

If Microsoft decided to sell mobile phones under the Xbox brand (which it uses for its gaming systems), this would be an example of a line extension.

Accepted Answer

A) True 
 B)False

Question 4

What are the ways that brands add value?

Accepted Answer

The answer of What are the ways that brands add...

Question 5

Nora is deciding whether to purchase brand-name sneakers or a less expensive store brand. She has purchased other shoes with the same brand name in the past but was only marginally satisfied-despite the cost. In this situation, Nora is likely to purchase the store-brand sneakers because at less the cost, they offer

Accepted Answer

A)  better brand recognition. 
B)  higher brand loyalty. 
C)  greater perceived value. 
D)  a better brand image. 
E)  more product line depth.

Question 6

A university that has separate graduate and undergraduate admission offices recognizes that these are distinct

Accepted Answer

A)  brand associations. 
B)  product lines. 
C)  product mixes. 
D)  brands. 
E)  augmented services.

Question 7

When Kraft's Philadelphia cream cheese changed its packaging from round to oval to ensure front-facing displays that can't spin and to fit more into the same shelf space, this was a subtle way in which the firm ________ its product.

Accepted Answer

A)  repositioned 
B)  branded 
C)  sustained 
D)  individualized 
E)  privatized

Question 8

The decision to delete a product is never taken lightly because, generally, manufacturers

Accepted Answer

A)  have offered the product line to other firms for purchase. 
B)  have made substantial investments in product development and manufacturing. 
C)  have promised consumers they will maintain the product. 
D)  have used brand repositioning to improve results. 
E)  must meet federal standards when taking products off the market.

Question 9

Though most universities are nonprofit organizations, they are engaged in marketing strategy choices, just like businesses. For example, universities must decide if they should increase or decrease product mix breadth, or increase or decrease product line depth. Using your university, describe a real or plausible example of each of these four potential changes.

Accepted Answer

The answer of Though most universities are nonprofit organizations, they...

Question 10

In a competitive market, perceived value is determined by consumers mostly

Accepted Answer

A)  by quantitative analysis of brand personalities. 
B)  in relation to the value of its close competitors. 
C)  by weighing primary versus secondary benefits. 
D)  by trying out different products. 
E)  through brand association and brand licensing.

Question 11

When Jaclyn selects a case of Sprite at the grocery store for her party, she is attracted by the holiday-themed box featuring green and white bells. What Jaclyn is seeing is referred to as the secondary package.

Accepted Answer

A) True 
 B)False

Question 12

For marketers, one of the benefits of having achieved brand loyalty is

Accepted Answer

A)  recognition through industry awards. 
B)  lower marketing costs associated with reaching loyal customers. 
C)  increased price sensitivity among loyal customers. 
D)  greater concern about competitors' actions. 
E)  few worries about copyright infringement.

Question 13

Brands enable customers to quickly differentiate one firm or product from another.

Accepted Answer

A) True 
 B)False

Question 14

What U.S. government agency has the primary responsibility in reviewing food and package labels to ensure claims made by the manufacturer about the product are true?

Accepted Answer

A)  Federal Trade Commission 
B)  Federal Communications Commission 
C)  Consumer Product Safety Administration 
D)  Food and Drug Administration 
E)  Interstate Commerce Commission

Question 15

Walt Disney Company announced it would no longer allow its characters to be used in promoting unhealthy foods. In branding strategy, what does this change? From both ethical and marketing perspectives, does this change make sense?

Accepted Answer

The answer of Walt Disney Company announced it would no...

Question 16

What is brand extension? Provide an example of brand extension.

Accepted Answer

The answer of What is brand extension? Provide an example...

Question 17

A customized carved cedar wood sign for your house is an example of a convenience product.

Accepted Answer

A) True 
 B)False

Question 18

A currently popular trend in the wine industry is house-labeled wine. Restaurants, hotel chains, and even universities now sell wine under their brand name. Is this type of brand extension a good marketing strategy? Defend your answer.

Accepted Answer

The answer of A currently popular trend in the wine...

Question 19

When purchasing a mobile phone, the product you are buying is more than just the phone.

Accepted Answer

A) True 
 B)False

Question 20

Colgate, like any major consumer products company, is always looking for opportunities to expand its product lines. What two industry factors often influence product line expansion decisions?

Accepted Answer

The answer of Colgate, like any major consumer products company,...

Exam 11: Product, Branding, and Packaging Decisions

When Procter & Gamble added teeth-whitening products under the Crest brand, the firm was engaged in

Define convenience, shopping, and, unsought products and give an example of each.

If Microsoft decided to sell mobile phones under the Xbox brand (which it uses for its gaming systems), this would be an example of a line extension.

What are the ways that brands add value?

A university that has separate graduate and undergraduate admission offices recognizes that these are distinct

When Kraft's Philadelphia cream cheese changed its packaging from round to oval to ensure front-facing displays that can't spin and to fit more into the same shelf space, this was a subtle way in which the firm ________ its product.

The decision to delete a product is never taken lightly because, generally, manufacturers

In a competitive market, perceived value is determined by consumers mostly

When Jaclyn selects a case of Sprite at the grocery store for her party, she is attracted by the holiday-themed box featuring green and white bells. What Jaclyn is seeing is referred to as the secondary package.

For marketers, one of the benefits of having achieved brand loyalty is

Brands enable customers to quickly differentiate one firm or product from another.

What U.S. government agency has the primary responsibility in reviewing food and package labels to ensure claims made by the manufacturer about the product are true?

Walt Disney Company announced it would no longer allow its characters to be used in promoting unhealthy foods. In branding strategy, what does this change? From both ethical and marketing perspectives, does this change make sense?

What is brand extension? Provide an example of brand extension.

A customized carved cedar wood sign for your house is an example of a convenience product.

A currently popular trend in the wine industry is house-labeled wine. Restaurants, hotel chains, and even universities now sell wine under their brand name. Is this type of brand extension a good marketing strategy? Defend your answer.

When purchasing a mobile phone, the product you are buying is more than just the phone.

Colgate, like any major consumer products company, is always looking for opportunities to expand its product lines. What two industry factors often influence product line expansion decisions?