Question 1

While shopping at a landscaping store,Jessie sees a green bag labeled "potting soil." This is an example of

Accepted Answer

A)  streamline packaging.
B)  generic branding.
C)  store branding.
D)  individual branding.
E)  category-consistent packaging.F) B) and D)
G) C) and D)

Question 2

Kellogg's Rice Krispies,a ____ brand,is likely to be found next to Crispy Rice,a ____ brand that has very similar coloring and styling for its package.

Accepted Answer

A)  generic;store
B)  manufacturer;private
C)  dealer;private distributor
D)  producer;house
E)  distributor;storeF) A) and B)
G) All of the above

Question 3

Multiple packaging is

Accepted Answer

A)  likely to decrease serving size.
B)  the same as family packaging.
C)  likely to increase demand.
D)  the most effective type of packaging for decreasing demand.
E)  the most expensive type of packaging.F) A) and B)
G) C) and D)

Question 4

Private distributor brands are owned by retailers and do not identify the manufacturer of the product.Which of the following is an example of a private distributor brand?

Accepted Answer

A)  Green Giant corn
B)  Dell computers
C)  Sears Kenmore washers
D)  Little Debbie snack cakes
E)  Nike Air Jordan basketball shoesF) A) and D)
G) A) and C)

Question 5

When a cellphone manufacturer uses a policy of naming each of its phone products differently,such as the Neon,the Star,the Fanfare,and the Illusion,this strategy is called ____ branding.

Accepted Answer

A)  brand-extension
B)  family
C)  differentiated
D)  individual
E)  new-productF) A) and C)
G) D) and E) D

Question 6

The major characteristic of a private brand is that

Accepted Answer

A)  only retailers initiate and own the brand.
B)  manufacturers are not identified on the product.
C)  producers become involved with the marketing mix.
D)  producers price the product.
E)  wholesalers encourage producers to make the product available.F) A) and B)
G) A) and D)

Question 7

A product that is simply labeled with the product category is considered a

Accepted Answer

A)  private brand.
B)  no-name product.
C)  generic brand.
D)  poor quality item.
E)  lean manufacturer brand.F) A) and B)
G) C) and E)

Question 8

The brand name Hamburger Helper would most likely be considered

Accepted Answer

A)  arbitrary.
B)  generic.
C)  suggestive.
D)  descriptive.
E)  fanciful.F) A) and E)
G) A) and D)

Question 9

When Glidden introduced interior house paint in plastic gallon containers,including a no-drip spout,this was an example of ____ packaging.

Accepted Answer

A)  category-consistent
B)  innovative
C)  traditional
D)  green
E)  convenienceF) None of the above
G) B) and C)

Question 10

A trademark signifies

Accepted Answer

A)  that the owner has exclusive use of a brand and others are prohibited from using it.
B)  that a product was manufactured by a particular company.
C)  the full and legal name of an organization.
D)  the level of quality of a product based on its legally protected rights.
E)  the inventive use of a brand name or brand mark to identify a company's products.F) A) and D)
G) A) and C)

Question 11

Of the following choices,which would be the easiest brand name to legally protect?

Accepted Answer

A)  Tarzink Yogurt
B)  Learn and Grow Daycare
C)  Scout Camping Supplies
D)  Sullivan Water Filtering Systems
E)  Western County DistributorsF) A) and E)
G) A) and B)

Question 12

Scenario 14.1
Use the following to answer the questions.
The Pillsbury division of General Mills has promoted its baking products through its trade character,the Pillsbury Doughboy,since 1965.He appears in television commercials touting the quality,benefits,and features of the products Pillsbury sells.Each product in the Pillsbury line,such as crescent rolls,pizza dough,biscuits,and cinnamon rolls,includes the Pillsbury name on the package.In addition to the Pillsbury name,the Pillsbury Doughboy also appears on each package,although in different poses.On the Pillsbury website,the Pillsbury Doughboy character is animated and can be seen "dancing".He can be downloaded to your personal computer or used to create your own e-card.
-Refer to Scenario 14.1.If Hanes,a manufacturer of t-shirts,were to begin producing a t-shirt with the trade character Pillsbury Doughboy on the front,this would be an example of

Accepted Answer

A)  a brand-extension.
B)  co-branding.
C)  brand licensing.
D)  individual branding.
E)  fanciful branding.F) A) and B)
G) A) and C)

Question 13

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 14

Marvel Comics allowed various organizations to use its Spiderman and Incredible Hulk characters to market a wide variety of toys and clothing items.Marvel Comics received a percentage of the gross revenues.This is

Accepted Answer

A)  brand licensing.
B)  character exploiting.
C)  co-branding.
D)  family branding.
E)  trademark leasing.F) A) and B)
G) All of the above

Question 15

Melissa needs some spaghetti sauce and always buy Ragu.However,her local supermarket is out of Ragu and since Melissa wants to get home to cook dinner she settles for Prego.Melissa has brand ____ for Ragu and brand ____ for Prego.

Accepted Answer

A)  insistence;recognition
B)  insistence;preference
C)  loyalty;preference
D)  preference;recognition
E)  preference;loyaltyF) B) and D)
G) C) and D) D

Question 16

Service marketers frequently use symbols in combination with brand names.

Accepted Answer

A) True 
 B)False  True

Question 17

Brand names should be different from the company name to avoid confusion.

Accepted Answer

A) True 
 B)False

Question 18

Recently,buyers have shown an unwillingness to pay more for improved packaging.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is a primary factor specific to services in choosing a brand name?

Accepted Answer

A)  The service brand is usually the same as the company name so it must be flexible enough to fit several services.
B)  The name must convey an image of great customer service because this is more important for services than for goods.
C)  The name should be distinctive and set the company apart from potential competitors.
D)  Shortness and conciseness are extremely important when choosing brand names for services so that they can easily be remembered.
E)  Service brands are much more difficult to protect legally,so marketers must focus on creating brands with made-up words or a combination of letters and numbers.F) C) and D)
G) A) and D)

Question 20

Customers will more easily recognize a new product as belonging to a particular product category if the marketers use

Accepted Answer

A)  family branding.
B)  innovative packaging.
C)  category-consistent packaging.
D)  category labeling.
E)  product category packaging.F) A) and E)
G) None of the above

Exam 14: Branding and Packaging

While shopping at a landscaping store,Jessie sees a green bag labeled "potting soil." This is an example of

Correct Answer
verified

Kellogg's Rice Krispies,a brand,is likely to be found next to Crispy Rice,a brand that has very similar coloring and styling for its package.

Correct Answer
verified

Multiple packaging is

Correct Answer
verified

Private distributor brands are owned by retailers and do not identify the manufacturer of the product.Which of the following is an example of a private distributor brand?

Correct Answer
verified

When a cellphone manufacturer uses a policy of naming each of its phone products differently,such as the Neon,the Star,the Fanfare,and the Illusion,this strategy is called ____ branding.

Correct Answer
verified
D

The major characteristic of a private brand is that

Correct Answer
verified

A product that is simply labeled with the product category is considered a

Correct Answer
verified

The brand name Hamburger Helper would most likely be considered

Correct Answer
verified

When Glidden introduced interior house paint in plastic gallon containers,including a no-drip spout,this was an example of ____ packaging.

Correct Answer
verified

A trademark signifies

Correct Answer
verified

Of the following choices,which would be the easiest brand name to legally protect?

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Marvel Comics allowed various organizations to use its Spiderman and Incredible Hulk characters to market a wide variety of toys and clothing items.Marvel Comics received a percentage of the gross revenues.This is

Correct Answer
verified

Melissa needs some spaghetti sauce and always buy Ragu.However,her local supermarket is out of Ragu and since Melissa wants to get home to cook dinner she settles for Prego.Melissa has brand for Ragu and brand for Prego.

Correct Answer
verified
D

Service marketers frequently use symbols in combination with brand names.

Correct Answer
verified
True

Brand names should be different from the company name to avoid confusion.

Correct Answer
verified

Recently,buyers have shown an unwillingness to pay more for improved packaging.

Correct Answer
verified

Which of the following is a primary factor specific to services in choosing a brand name?

Correct Answer
verified

Customers will more easily recognize a new product as belonging to a particular product category if the marketers use

Correct Answer
verified

Exam 14: Branding and Packaging

While shopping at a landscaping store,Jessie sees a green bag labeled "potting soil." This is an example of

Correct AnswerverifiedShow Answer

Kellogg's Rice Krispies,a ____ brand,is likely to be found next to Crispy Rice,a ____ brand that has very similar coloring and styling for its package.

Correct AnswerverifiedShow Answer

Multiple packaging is

Correct AnswerverifiedShow Answer

Private distributor brands are owned by retailers and do not identify the manufacturer of the product.Which of the following is an example of a private distributor brand?

Correct AnswerverifiedShow Answer

When a cellphone manufacturer uses a policy of naming each of its phone products differently,such as the Neon,the Star,the Fanfare,and the Illusion,this strategy is called ____ branding.

Correct AnswerverifiedD

The major characteristic of a private brand is that

Correct AnswerverifiedShow Answer

A product that is simply labeled with the product category is considered a

Correct AnswerverifiedShow Answer

The brand name Hamburger Helper would most likely be considered

Correct AnswerverifiedShow Answer

When Glidden introduced interior house paint in plastic gallon containers,including a no-drip spout,this was an example of ____ packaging.

Correct AnswerverifiedShow Answer

A trademark signifies

Correct AnswerverifiedShow Answer

Of the following choices,which would be the easiest brand name to legally protect?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Marvel Comics allowed various organizations to use its Spiderman and Incredible Hulk characters to market a wide variety of toys and clothing items.Marvel Comics received a percentage of the gross revenues.This is

Correct AnswerverifiedShow Answer

Melissa needs some spaghetti sauce and always buy Ragu.However,her local supermarket is out of Ragu and since Melissa wants to get home to cook dinner she settles for Prego.Melissa has brand ____ for Ragu and brand ____ for Prego.

Correct AnswerverifiedD

Service marketers frequently use symbols in combination with brand names.

Correct AnswerverifiedTrue

Brand names should be different from the company name to avoid confusion.

Correct AnswerverifiedShow Answer

Recently,buyers have shown an unwillingness to pay more for improved packaging.

Correct AnswerverifiedShow Answer

Which of the following is a primary factor specific to services in choosing a brand name?

Correct AnswerverifiedShow Answer

Customers will more easily recognize a new product as belonging to a particular product category if the marketers use

Correct AnswerverifiedShow Answer

Correct Answer
verified

Kellogg's Rice Krispies,a brand,is likely to be found next to Crispy Rice,a brand that has very similar coloring and styling for its package.

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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D

Correct Answer
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Correct Answer
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Correct Answer
verified

Melissa needs some spaghetti sauce and always buy Ragu.However,her local supermarket is out of Ragu and since Melissa wants to get home to cook dinner she settles for Prego.Melissa has brand for Ragu and brand for Prego.

Correct Answer
verified
D

Correct Answer
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True

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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