Question 1

What is the best example of a family brand?

Accepted Answer

A) Cadillac, GMC, and Chevrolet 
B) Kraft Macaroni & Cheese and Kraft Mayo 
C) Kellogg's Special K and Famous Amos Chocolate Chip Cookies 
D) Lifesavers Soda, Coca-Cola, and Diet Coke 
E) KFC\Taco Bell fast foods 
A) Cadillac, GMC, and Chevrolet 
B) Kraft Macaroni & Cheese and Kraft Mayo 
C) Kellogg's Special K and Famous Amos Chocolate Chip Cookies 
D) Lifesavers Soda, Coca-Cola, and Diet Coke 
E) KFC\Taco Bell fast foods

Question 2

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

Question 3

Geoff is a loyal Pepsi customer. Loyal customers like Geoff require lower marketing expenditures, benefiting businesses like Pepsi.

Accepted Answer

A) True 
 B)False

Question 4

Melanie is taking a backpacking trip across Canada. She wants to make sure that the backpack she chooses is the best one for her adventure, so she is spending a considerable amount of time comparing alternatives to make sure she selects the best one. For Melanie, this backpack represents what type of product?

Accepted Answer

A) convenience 
B) unsought 
C) shopping 
D) luxury 
E) routine 
A) convenience 
B) unsought 
C) shopping 
D) luxury 
E) routine

Question 5

Sales of private-label brands continue to increase, particularly in big-box stores such as Costco.

Accepted Answer

A) True 
 B)False

Question 6

Imagine you are stopping at the grocery store on your way home from class to buy food for lunches for the rest of the week. Make a shopping list, and designate which items are manufacturer brands and which are private-label brands.

Accepted Answer

Not all of the food items will

Question 7

Why would a firm spend over $2 million for a 30-second ad on television during the Super Bowl?

Accepted Answer

A) because of the annual competition for the most creative Super Bowl ad 
B) because the Super Bowl offers an opportunity to create significant brand awareness 
C) because the Super Bowl is a significant opportunity to be associated with local marketing 
D) because Super Bowl ads generate brand loyalty 
E) because it is the most cost-effective use of advertising dollars 
A) because of the annual competition for the most creative Super Bowl ad 
B) because the Super Bowl offers an opportunity to create significant brand awareness 
C) because the Super Bowl is a significant opportunity to be associated with local marketing 
D) because Super Bowl ads generate brand loyalty 
E) because it is the most cost-effective use of advertising dollars

Question 8

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 9

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 license 
A) line extension 
B) brand extension 
C) product mix extension 
D) co-brand 
E) brand license

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

If many consumers in the marketplace are familiar with a brand and what it stands for and have an opinion about the brand, the brand has considerable

Accepted Answer

A) awareness. 
B) equity. 
C) extension. 
D) integration. 
E) depth. 
A) awareness. 
B) equity. 
C) extension. 
D) integration. 
E) depth.

Question 12

What is the advantage of a corporate or family brand? Provide an example of one.

Accepted Answer

All products sold under the co

Question 13

A product might be a place such as a mini golf course.

Accepted Answer

A) True 
 B)False

Question 14

Marketing expenditures allocated carefully can result in greater brand recognition, awareness, perceived value, and consumer loyalty for the brand, which all enhance the brand's

Accepted Answer

A) positioning. 
B) licensing. 
C) association. 
D) equity. 
E) solvency. 
A) positioning. 
B) licensing. 
C) association. 
D) equity. 
E) solvency.

Question 15

Sierra Hats Inc. previously sold just ten types of hats and cornered the market in hat sales for years. Eight months ago the company decided to add 20 new hats and since many of the hats are similar to the original ten hats, sales have been lost on the existing brands. In other words, sales of the new hats have ________ the existing brands.

Accepted Answer

A) cannibalized 
B) re-positioned 
C) co-branded 
D) broadened 
E) consumed 
A) cannibalized 
B) re-positioned 
C) co-branded 
D) broadened 
E) consumed

Question 16

For a brand name to be effective, it needs to be

Accepted Answer

A) easy for consumers to recognize and remember. 
B) a catchy, tongue-twisting phrase. 
C) a visual image containing human characters. 
D) generic, so it can be applied to as many products as possible. 
E) associated with a sports or movie superstar. 
A) easy for consumers to recognize and remember. 
B) a catchy, tongue-twisting phrase. 
C) a visual image containing human characters. 
D) generic, so it can be applied to as many products as possible. 
E) associated with a sports or movie superstar.

Question 17

Sam is deciding whether to purchase brand-name running shorts or a less expensive store brand. He has purchased other shorts with the same brand name in the past but was only marginally satisfied-despite the cost. In this situation, Sam is likely to purchase the store-brand running shorts 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. 
A) better brand recognition. 
B) higher brand loyalty. 
C) greater perceived value. 
D) a better brand image. 
E) more product line depth.

Question 18

A tablet programmed with key customers' birthdates, wine preferences, and food allergies would be used by a restaurant as a _____ tool.

Accepted Answer

A) SKU 
B) PDQ 
C) IMF 
D) CRM 
E) GATT 
A) SKU 
B) PDQ 
C) IMF 
D) CRM 
E) GATT

Question 19

________ is another term for private-label brands.

Accepted Answer

A) Store brands 
B) Off brands 
C) Manufacturer's brands 
D) National brands 
E) Experiential brands 
A) Store brands 
B) Off brands 
C) Manufacturer's brands 
D) National brands 
E) Experiential brands

Question 20

Brenda is designing a primary package for her new honey nut butter. From a consumer's perspective, what should the packaging provide?

Accepted Answer

From a consumer's pe

What is the best example of a family brand?

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?

Geoff is a loyal Pepsi customer. Loyal customers like Geoff require lower marketing expenditures, benefiting businesses like Pepsi.

Sales of private-label brands continue to increase, particularly in big-box stores such as Costco.

Imagine you are stopping at the grocery store on your way home from class to buy food for lunches for the rest of the week. Make a shopping list, and designate which items are manufacturer brands and which are private-label brands.

Why would a firm spend over $2 million for a 30-second ad on television during the Super Bowl?

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.

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

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

If many consumers in the marketplace are familiar with a brand and what it stands for and have an opinion about the brand, the brand has considerable

What is the advantage of a corporate or family brand? Provide an example of one.

A product might be a place such as a mini golf course.

Marketing expenditures allocated carefully can result in greater brand recognition, awareness, perceived value, and consumer loyalty for the brand, which all enhance the brand's

For a brand name to be effective, it needs to be

A tablet programmed with key customers' birthdates, wine preferences, and food allergies would be used by a restaurant as a _____ tool.

________ is another term for private-label brands.

Brenda is designing a primary package for her new honey nut butter. From a consumer's perspective, what should the packaging provide?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Digital Marketing: Online, Social, and Mobile

Conscious Marketing, Corporate Social Responsibility, and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Developing New Products

Services: the Intangible Product

Pricing Concepts for Capturing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 11: Product, Branding, and Packaging Decisions

What is the best example of a family brand?

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?

Geoff is a loyal Pepsi customer. Loyal customers like Geoff require lower marketing expenditures, benefiting businesses like Pepsi.

Sales of private-label brands continue to increase, particularly in big-box stores such as Costco.

Imagine you are stopping at the grocery store on your way home from class to buy food for lunches for the rest of the week. Make a shopping list, and designate which items are manufacturer brands and which are private-label brands.

Why would a firm spend over $2 million for a 30-second ad on television during the Super Bowl?

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.

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

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

If many consumers in the marketplace are familiar with a brand and what it stands for and have an opinion about the brand, the brand has considerable

What is the advantage of a corporate or family brand? Provide an example of one.

A product might be a place such as a mini golf course.

Marketing expenditures allocated carefully can result in greater brand recognition, awareness, perceived value, and consumer loyalty for the brand, which all enhance the brand's

For a brand name to be effective, it needs to be

A tablet programmed with key customers' birthdates, wine preferences, and food allergies would be used by a restaurant as a _____ tool.

________ is another term for private-label brands.

Brenda is designing a primary package for her new honey nut butter. From a consumer's perspective, what should the packaging provide?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Digital Marketing: Online, Social, and Mobile

Conscious Marketing, Corporate Social Responsibility, and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Developing New Products

Services: the Intangible Product

Pricing Concepts for Capturing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters