Question 1

A product's classification can influence its price, distribution, and promotion.

Accepted Answer

A) True 
 B)False

Question 2

A product line is a particular version of a product that can be designated as a distinct offering on the organization's list of products.

Accepted Answer

A) True 
 B)False

Question 3

Packaging that is designed to flow through the distribution channel easily is called ____ packaging.

Accepted Answer

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

Question 4

Customers use brands to help judge product quality.

Accepted Answer

A) True 
 B)False

Question 5

Trying to link a motorcycle brand like Harley-Davidson to a food brand like Healthy Choice would be considered a poor decision in this type of branding.

Accepted Answer

A)  Co-branding 
B)  Individual branding 
C)  Family branding 
D)  Product branding 
E)  Wholesaler branding

Question 6

In what ways can packaging be used strategically?

Accepted Answer

The answer of In what ways can packaging be used...

Question 7

A brand name used for a product line should be compatible with most of the products in the line.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is always used to determine the classification of a good?

Accepted Answer

A)  Buyer's intent for using the product 
B)  Amount of shopping required by the buyer to obtain the product 
C)  Price of the product 
D)  Specific product features 
E)  Industry competitors

Question 9

A brand name is the part of the brand that is spoken.

Accepted Answer

A) True 
 B)False

Question 10

To use co-branding effectively, which one of the following is probably least important?

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 two or more organizations. 
D)  To avoid confusion on the part of customers, co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. 
E)  The co-branded product should be able to benefit from the distribution system of both brands involved.

Question 11

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

Accepted Answer

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

Question 12

The Carsons are going on a vacation back to Texas. When they lived there, Gwen Carson loved Blue Bell Cookies. Blue Bell is sold only in Texas. She plans to buy two boxes at the first store she visits after they arrive. For Gwen, Blue Bell represents a(n) ____ product.

Accepted Answer

A)  convenience 
B)  shopping 
C)  specialty 
D)  unsought 
E)  durable

Question 13

A ____ brand type is considered the least protectable under existing trademark regulations.

Accepted Answer

A)  descriptive 
B)  fanciful 
C)  generic 
D)  symbolic 
E)  suggestive

Question 14

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 15

A product need not be a physical product.

Accepted Answer

A) True 
 B)False

Question 16

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

Exam 11: Product Concepts, Branding, and Packaging

A product's classification can influence its price, distribution, and promotion.

A product line is a particular version of a product that can be designated as a distinct offering on the organization's list of products.

Packaging that is designed to flow through the distribution channel easily is called ____ packaging.

Customers use brands to help judge product quality.

Trying to link a motorcycle brand like Harley-Davidson to a food brand like Healthy Choice would be considered a poor decision in this type of branding.

In what ways can packaging be used strategically?

A brand name used for a product line should be compatible with most of the products in the line.

Which of the following is always used to determine the classification of a good?

A brand name is the part of the brand that is spoken.

To use co-branding effectively, which one of the following is probably least important?

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

The Carsons are going on a vacation back to Texas. When they lived there, Gwen Carson loved Blue Bell Cookies. Blue Bell is sold only in Texas. She plans to buy two boxes at the first store she visits after they arrive. For Gwen, Blue Bell represents a(n) ____ product.

A ____ brand type is considered the least protectable under existing trademark regulations.

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

A product need not be a physical 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