Question 1

Dayer's, a popular ice-cream brand, added new flavors to its existing line of ice creams to attract kids. This is an example of _____.

Accepted Answer

A)  brand extension 
B)  line extension 
C)  brand engagement 
D)  line engagement 
A)  brand extension 
B)  line extension 
C)  brand engagement 
D)  line engagement

Question 2

Discuss the characteristics of shopping products. Do marketers essentially use the same approach to market all shopping products?

Accepted Answer

Shopping products are products that cons

Question 3

What are generic products? Give an example of a generic product.

Accepted Answer

Generic products are products characteri

Question 4

Brand recognition is the ultimate stage in brand loyalty that leads consumers to refuse alternatives and search extensively for the desired merchandise.

Accepted Answer

A) True 
 B)False

Question 5

A _____ is a brand for which the owner claims exclusive legal protection.

Accepted Answer

A)  water mark 
B)  field symbol 
C)  trademark 
D)  category code 
A)  water mark 
B)  field symbol 
C)  trademark 
D)  category code

Question 6

Jack does not buy his shoes from any company other than Unparalleled, a leading shoe manufacturer, because of the comfort they offer and their unique style features. Jack is in the brand insistence stage of brand loyalty.

Accepted Answer

A) True 
 B)False

Question 7

The strategy of attaching a popular brand name to a new product in an unrelated product category is known as _____.

Accepted Answer

A)  brand licensing 
B)  brand reinforcement 
C)  brand engagement 
D)  brand extension 
A)  brand licensing 
B)  brand reinforcement 
C)  brand engagement 
D)  brand extension

Question 8

Firms can receive trademark protection only for the brand name and brand mark and not for the product features or packaging elements.

Accepted Answer

A) True 
 B)False

Question 9

​A key element in the success of Google is that the company's search engine is perceived as appropriate to people all over the globe. An enormous number of consumers feel a need for Google's benefits. Based on this information, which dimension of brand personality is best illustrated by Google?

Accepted Answer

A)  ​Differentiation 
B)  ​Esteem 
C)  ​Knowledge 
D)  ​Relevance 
E)  ​Commitment 
A)  ​Differentiation 
B)  ​Esteem 
C)  ​Knowledge 
D)  ​Relevance 
E)  ​Commitment

Question 10

A career counseling session is an example of a pure service on the goods-services continuum.

Accepted Answer

A) True 
 B)False

Question 11

International Business Machines decided to brand its products under its acronym IBM. From a marketing perspective, this was a smart idea because as a brand name, IBM:

Accepted Answer

A)  is easy to pronounce, recognize, and remember. 
B)  is easy to translate into any language. 
C)  accurately describes the products it manufactures. 
D)  can easily be expanded to suit innovative advertising campaigns. 
A)  is easy to pronounce, recognize, and remember. 
B)  is easy to translate into any language. 
C)  accurately describes the products it manufactures. 
D)  can easily be expanded to suit innovative advertising campaigns.

Question 12

Supermarkets usually display items such as candies, gums, and magazines near the checkout counter because:

Accepted Answer

A)  they tend to be purchased on the spur of the moment. 
B)  they can be replenished easily on short notice. 
C)  of the prestige associated with their ownership. 
D)  they are closely evaluated prior to purchase. 
A)  they tend to be purchased on the spur of the moment. 
B)  they can be replenished easily on short notice. 
C)  of the prestige associated with their ownership. 
D)  they are closely evaluated prior to purchase.

Question 13

One way to distinguish goods from services is that services are inseparable from their service providers.

Accepted Answer

A) True 
 B)False

Question 14

The "brand relevance" dimension of the brand personality refers to a brand's ability to stand apart from its competitors.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following consists of intangible products that firms buy to facilitate their production and operating processes?

Accepted Answer

A)  Installations 
B)  Accessories 
C)  Business services 
D)  Operating supplies 
A)  Installations 
B)  Accessories 
C)  Business services 
D)  Operating supplies

Question 16

Differentiate between a manufacturer's brand and a private brand. Give examples for each.

Accepted Answer

A manufacturer's brand refers to a brand

Question 17

Which of the following business products would be classified as an installation?

Accepted Answer

A)  Paper clips 
B)  Office filing cabinets 
C)  Liquid inkjet printers 
D)  Underground mining loaders 
A)  Paper clips 
B)  Office filing cabinets 
C)  Liquid inkjet printers 
D)  Underground mining loaders

Question 18

What are the three main objectives of packaging?

Accepted Answer

A package serves three major o

Question 19

Brand insistence, the ultimate stage in brand loyalty, leads consumers to refuse alternatives and to search extensively for the desired merchandise.

Accepted Answer

A) True 
 B)False

Question 20

As consumers devote little effort to convenience product purchase decisions, marketers must strive to make these exchanges as simple as possible.

Accepted Answer

A) True 
 B)False

Exam 11: Product and Branding Concepts

Dayer's, a popular ice-cream brand, added new flavors to its existing line of ice creams to attract kids. This is an example of _____.

Discuss the characteristics of shopping products. Do marketers essentially use the same approach to market all shopping products?

What are generic products? Give an example of a generic product.

Brand recognition is the ultimate stage in brand loyalty that leads consumers to refuse alternatives and search extensively for the desired merchandise.

A _____ is a brand for which the owner claims exclusive legal protection.

Jack does not buy his shoes from any company other than Unparalleled, a leading shoe manufacturer, because of the comfort they offer and their unique style features. Jack is in the brand insistence stage of brand loyalty.

The strategy of attaching a popular brand name to a new product in an unrelated product category is known as _____.

Firms can receive trademark protection only for the brand name and brand mark and not for the product features or packaging elements.

​A key element in the success of Google is that the company's search engine is perceived as appropriate to people all over the globe. An enormous number of consumers feel a need for Google's benefits. Based on this information, which dimension of brand personality is best illustrated by Google?

A career counseling session is an example of a pure service on the goods-services continuum.

International Business Machines decided to brand its products under its acronym IBM. From a marketing perspective, this was a smart idea because as a brand name, IBM:

Supermarkets usually display items such as candies, gums, and magazines near the checkout counter because:

One way to distinguish goods from services is that services are inseparable from their service providers.

The "brand relevance" dimension of the brand personality refers to a brand's ability to stand apart from its competitors.

Which of the following consists of intangible products that firms buy to facilitate their production and operating processes?

Differentiate between a manufacturer's brand and a private brand. Give examples for each.

Which of the following business products would be classified as an installation?

What are the three main objectives of packaging?

Brand insistence, the ultimate stage in brand loyalty, leads consumers to refuse alternatives and to search extensively for the desired merchandise.

As consumers devote little effort to convenience product purchase decisions, marketers must strive to make these exchanges as simple as possible.

Marketing: the Art of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

E-Business: Managing the Customer Experience

Social Media: Living in the Connected World

Consumer Behavior

Business Markets and Buying Behavior

Global Marketing

Market Segmentation, Targeting, and Positioning

Marketing Research

Developing and Managing Products

Pricing Concepts

Pricing Strategies

Distribution Channels and Supply Chain Management

Retailing and Direct Marketing

Integrated Marketing Communications

Personal Selling and Sales Promotion

Creating A Marketing Plan

Financial Analysis In Marketing

Your Career In Marketing

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A key element in the success of Google is that the company's search engine is perceived as appropriate to people all over the globe. An enormous number of consumers feel a need for Google's benefits. Based on this information, which dimension of brand personality is best illustrated by Google?