Question 1

Firms that use the same brand name for new products can spend relatively less on marketing costs for the new product because

Accepted Answer

A)   brands protect corporate copyrights.
B)   consumer loyalty can be bought for less now compared to the past.
C)   brand equity can be obtained only by means of product line depth.
D)   people already know what the brand means.
E)   well-known brands are less likely to introduce brand extensions.F) A) and D)
G) A) and E)

Question 2

What are consumers likely to do if they perceive an inexpensive brand to have about the same quality as a premium brand?

Accepted Answer

The perceived value, which is ...

Question 3

One key feature of the value of a strong brand is that

Accepted Answer

A)   it can protect the firm from competition.
B)   it no longer needs to be supported by advertising and promotion.
C)   if it becomes a generic name, the brand is worth even more.
D)   it cannot be successfully imitated by a retailer's own brand.
E)   competitors will typically abandon a sector altogether rather than compete.F) A) and B)
G) B) and E)

Question 4

A decrease in a company's product depth will always hurt its marketing efforts.

Accepted Answer

A) True 
 B)False

Question 5

All of the following statements regarding secondary packaging are true except

Accepted Answer

A)   It can provide information to consumers not found on the primary packaging.
B)   It is important to the retailer in terms of convenience in handling.
C)   It can be an important positioning tool to convey the brand image.
D)   It can allow for convenience in storing the product.
E)   It is of little value to the average consumer.F) B) and D)
G) None of the above

Question 6

Salina is working to create greater brand awareness for her company's new line of fitness trackers. To increase brand awareness, the least important information that should be included in promotions is

Accepted Answer

A)   the brand name.
B)   the logo.
C)   the packaging.
D)   the slogan.
E)   the product history.F) B) and C)
G) A) and E)

Question 7

Shell MasterCard, created cooperatively by Shell Oil Company and MasterCard, is an example of

Accepted Answer

A)   co-branding.
B)   brand extraction.
C)   brand collusion.
D)   a generic brand.
E)   brand dilution.F) D) and E)
G) A) and B)

Question 8

The basic reason manufacturers spend time and money building their own brands is to

Accepted Answer

A)   create brand awareness.
B)   build brand equity.
C)   offset the power of private-label manufacturers.
D)   create positioning possibilities for their generic product lines.
E)   maximize product line depth.F) A) and D)
G) B) and C)

Question 9

When consumers associate a brand with a certain level of quality and familiar attributes, allowing consumers to make quick decisions, the brand

Accepted Answer

A)   establishes novelty.
B)   is the only one the consumer will consider.
C)   reduces delivery costs.
D)   facilitates purchasing.
E)   creates brand dilution.F) D) and E)
G) C) and E)

Question 10

A ________ package is the one a consumer uses. A ________ package is used by retailers to display and sell the product.

Accepted Answer

A)   secondary; primary
B)   generic; private-label
C)   primary; secondary
D)   corporate; manufacturer's
E)   co-branded; licensedF) A) and E)
G) B) and E)

Question 11

Kellogg's sells many different breakfast cereals, including Corn Flakes, Rice Krispies, Frosted Flakes, Raisin Bran, and Special K. This is an example of the breadth of the Kellogg's product mix.

Accepted Answer

A) True 
 B)False

Question 12

Suppose that Walgreens (a major drug store chain)  wants to introduce its own brand of cough medicine that is similar in contents and packaging to a national brand, but at a lower cost. What kind of brand would Walgreens be introducing?

Accepted Answer

A)   private-label brand
B)   counterfeit brand
C)   premium brand
D)   national brand
E)   manufacturer's brandF) B) and C)
G) B) and D)

Question 13

How did consumers respond when Chobani reduced the size of its Greek yogurt containers by 12 percent?

Accepted Answer

A)   They did not notice the change.
B)   They were happy the company reduced the product size, rather than increase the price.
C)   They stopped buying Chobani altogether.
D)   They organized a boycott of the product.
E)   They used social media to complain about the change.F) A) and B)
G) D) and E)

Question 14

Which of the following brand strategies is being used when the local ice cream shop decides to add a new flavor to its menu?

Accepted Answer

A)   a line extension
B)   a brand extension
C)   a copycat brand
D)   a premium brand
E)   a multi-brandF) B) and C)
G) A) and B)

Question 15

A ________ refers to the use of the same brand in a different product line.

Accepted Answer

A)   line extension
B)   brand extension
C)   product mix extension
D)   co-brand
E)   brand licenseF) B) and D)
G) A) and D)

Question 16

Efforts to change a brand's focus to target new markets or change the image of a brand are called

Accepted Answer

A)   co-branding.
B)   brand extraction.
C)   brand collusion.
D)   brand repositioning.
E)   brand dilution.F) None of the above
G) A) and E)

Question 17

Harley-Davidson's cake decorating kit tried to appeal to the brand's unparalleled consumer loyalty, but it was considered too tame by their consumer base. This is an example of

Accepted Answer

A)   corporate branding.
B)   brand extraction.
C)   brand collusion.
D)   brand personality destruction.
E)   brand dilution.F) A) and B)
G) A) and C)

Question 18

Why would a company like Walmart have a difficult time repositioning itself as a retailer of quality, stylish clothing?

Accepted Answer

Repositioning involves changing a brand'...

Question 19

Think of the car you are currently driving, or an article of clothing you are wearing. Name three brand associations that are common with this car or clothing. Explain how these associations might influence someone's decision to buy these products.

Accepted Answer

Students should demonstrate an...

Question 20

Private-label brands are imitations often sold by street vendors.

Accepted Answer

A) True 
 B)False

Exam 11: Product, Branding, and Packaging Decisions

Think of the car you are currently driving, or an article of clothing you are wearing. Name three brand associations that are common with this car or clothing. Explain how these associations might influence someone's decision to buy these products.

Correct AnswerverifiedStudents should demonstrate an...View AnswerShow Answer

A decrease in a company's product depth will always hurt its marketing efforts.

Correct AnswerverifiedShow Answer

Private-label brands are imitations often sold by street vendors.

Correct AnswerverifiedShow Answer

Efforts to change a brand's focus to target new markets or change the image of a brand are called

Correct AnswerverifiedShow Answer

Which of the following brand strategies is being used when the local ice cream shop decides to add a new flavor to its menu?

Correct AnswerverifiedShow Answer

Harley-Davidson's cake decorating kit tried to appeal to the brand's unparalleled consumer loyalty, but it was considered too tame by their consumer base. This is an example of

Correct AnswerverifiedShow Answer

All of the following statements regarding secondary packaging are true except

Correct AnswerverifiedShow Answer

Shell MasterCard, created cooperatively by Shell Oil Company and MasterCard, is an example of

Correct AnswerverifiedShow Answer

A ________ refers to the use of the same brand in a different product line.

Correct AnswerverifiedShow Answer

Suppose that Walgreens (a major drug store chain) wants to introduce its own brand of cough medicine that is similar in contents and packaging to a national brand, but at a lower cost. What kind of brand would Walgreens be introducing?

Correct AnswerverifiedShow Answer

Why would a company like Walmart have a difficult time repositioning itself as a retailer of quality, stylish clothing?

Correct AnswerverifiedRepositioning involves changing a brand'...View AnswerShow Answer

One key feature of the value of a strong brand is that

Correct AnswerverifiedShow Answer

What are consumers likely to do if they perceive an inexpensive brand to have about the same quality as a premium brand?

Correct AnswerverifiedThe perceived value, which is ...View AnswerShow Answer

Kellogg's sells many different breakfast cereals, including Corn Flakes, Rice Krispies, Frosted Flakes, Raisin Bran, and Special K. This is an example of the breadth of the Kellogg's product mix.

Correct AnswerverifiedShow Answer

Salina is working to create greater brand awareness for her company's new line of fitness trackers. To increase brand awareness, the least important information that should be included in promotions is

Correct AnswerverifiedShow Answer

Firms that use the same brand name for new products can spend relatively less on marketing costs for the new product because

Correct AnswerverifiedShow Answer

The basic reason manufacturers spend time and money building their own brands is to

Correct AnswerverifiedShow Answer

How did consumers respond when Chobani reduced the size of its Greek yogurt containers by 12 percent?

Correct AnswerverifiedShow Answer

When consumers associate a brand with a certain level of quality and familiar attributes, allowing consumers to make quick decisions, the brand

Correct AnswerverifiedShow Answer

A ________ package is the one a consumer uses. A ________ package is used by retailers to display and sell the product.

Correct AnswerverifiedShow Answer

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Students should demonstrate an...
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Repositioning involves changing a brand'...
View Answer

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The perceived value, which is ...
View Answer

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A package is the one a consumer uses. A package is used by retailers to display and sell the product.

Correct Answer
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