Question 1

Manufacturers that market their entire output under their own brand name are able to do so because they:

Accepted Answer

A)  have well-established distribution systems. 
B)  provide products for a narrow market niche. 
C)  are new companies. 
D)  are relatively small companies. 
E)  have very limited product lines. 
A)  have well-established distribution systems. 
B)  provide products for a narrow market niche. 
C)  are new companies. 
D)  are relatively small companies. 
E)  have very limited product lines. A

Question 2

A company that wants to increase its degree of market saturation should use:

Accepted Answer

A)  producers' brands only. 
B)  a market aggregation strategy. 
C)  a multiple-brand strategy. 
D)  mass marketing. 
E)  single-segment marketing. 
A)  producers' brands only. 
B)  a market aggregation strategy. 
C)  a multiple-brand strategy. 
D)  mass marketing. 
E)  single-segment marketing. C

Question 3

McCormick markets spices and flavorings that are recognized by people who cook as being high-quality products. Every item the company sells bears the McCormick brand. This company is using _____ branding.

Accepted Answer

A)  logotype 
B)  private 
C)  family 
D)  individual 
E)  multiple 
A)  logotype 
B)  private 
C)  family 
D)  individual 
E)  multiple C

Question 4

Nutrition labels are a subcategory of grade labels

Accepted Answer

A) True 
 B)False

Question 5

A(n) _____ label provides objective information about a product's use, construction, care, performance and/or other pertinent features.

Accepted Answer

A)  descriptive 
B)  brand 
C)  logotype 
D)  information 
E)  grade 
A)  descriptive 
B)  brand 
C)  logotype 
D)  information 
E)  grade

Question 6

The sun that Dole uses to represent the letter "O" when it spells its name on the labels of its various canned products, is an example of a:

Accepted Answer

A)  brand mark. 
B)  product benefit. 
C)  middleman's brand name. 
D)  trademarking device. 
E)  generic device. 
A)  brand mark. 
B)  product benefit. 
C)  middleman's brand name. 
D)  trademarking device. 
E)  generic device.

Question 7

If a manufacturer does too good a job of advertising and selling a product with an outstanding brand name,:

Accepted Answer

A)  the product's resale value will decrease. 
B)  the product's seller will have to use comparative advertising. 
C)  the brand name may become generic. 
D)  consumers will become too price conscious. 
E)  consumers will confuse the brand name with the product's seller. 
A)  the product's resale value will decrease. 
B)  the product's seller will have to use comparative advertising. 
C)  the brand name may become generic. 
D)  consumers will become too price conscious. 
E)  consumers will confuse the brand name with the product's seller.

Question 8

The apple with a bite taken out of it that appears on all Apple computer products and in all Apple advertising is an example of a:

Accepted Answer

A)  brand mark. 
B)  product benefit. 
C)  middleman's brand name. 
D)  trademarking device. 
E)  generic device. 
A)  brand mark. 
B)  product benefit. 
C)  middleman's brand name. 
D)  trademarking device. 
E)  generic device.

Question 9

Substantial brand equity can:

Accepted Answer

A)  be quick and inexpensive to implement. 
B)  make it easier for competitors to enter the market. 
C)  reduce promotion costs. 
D)  become a differential advantage for the product. 
E)  do all of the above. 
A)  be quick and inexpensive to implement. 
B)  make it easier for competitors to enter the market. 
C)  reduce promotion costs. 
D)  become a differential advantage for the product. 
E)  do all of the above.

Question 10

Another name for cobranding is:

Accepted Answer

A)  family branding. 
B)  multiple-branding. 
C)  bundling. 
D)  dual branding. 
E)  aggregate branding. 
A)  family branding. 
B)  multiple-branding. 
C)  bundling. 
D)  dual branding. 
E)  aggregate branding.

Question 11

Healthy Choice is a good brand name for low-calorie food because a brand name should suggest the product's benefits.

Accepted Answer

A) True 
 B)False

Question 12

Agricultural products cannot be successfully branded.

Accepted Answer

A) True 
 B)False

Question 13

According to the desirable characteristics of a good brand name, is "Pillsbury" a good name for cake mixes?

Accepted Answer

A)  yes, because it is not regional sounding 
B)  yes, because it sounds like other brands commonly found in the kitchen 
C)  yes, because it sounds like a the name of a brand of kitchen appliance 
D)  no, because it suggests nothing about the product 
E)  no, because it cannot be protected under the Lanham Act 
A)  yes, because it is not regional sounding 
B)  yes, because it sounds like other brands commonly found in the kitchen 
C)  yes, because it sounds like a the name of a brand of kitchen appliance 
D)  no, because it suggests nothing about the product 
E)  no, because it cannot be protected under the Lanham Act

Question 14

Data released by ACNielsen show that sales of packaged food companies such as General Mills, Kellogg's, and Sara Lee only improved 1.4 percent in a period lasting from February 2004 to February 2005, while sales of middlemen's brands grew by more than 3.2 percent during the same period. This means:

Accepted Answer

A) all packaged food companies lost money . 
B) retailers have stopped marketing the products of packged food companies. 
C) the prices of middlemen's brands were lower than those of the packaged food companies. 
D) there is no pricing gap between packaged food brands and middlemen's brands . 
E) the prices of the packaged food companies were lower than the middlemen's brands 
A) all packaged food companies lost money . 
B) retailers have stopped marketing the products of packged food companies. 
C) the prices of middlemen's brands were lower than those of the packaged food companies. 
D) there is no pricing gap between packaged food brands and middlemen's brands . 
E) the prices of the packaged food companies were lower than the middlemen's brands

Question 15

In order to increase its market saturation, Frito-Lay markets Tostitos and Doritos tortilla chips, Rold Gold pretzels, and Chee-tos cheese-flavored snacks. Frito-Lay uses a _____ strategy.

Accepted Answer

A)  multiple-brand 
B)  generic branding 
C)  licensing brand 
D)  mass marketing 
E)  logo 
A)  multiple-brand 
B)  generic branding 
C)  licensing brand 
D)  mass marketing 
E)  logo

Question 16

Branding is useful for differentiating commodities.

Accepted Answer

A) True 
 B)False

Question 17

What is ISO 9000?

Accepted Answer

A)  It is a composite listing of all packaging designs approved by the International Shipping Organization. 
B)  It is a set of related standards of quality that have been adopted by about 60 countries including the United States. 
C)  It is the set of guidelines used for all universal design. 
D)  It is an addendum to the Nutrition Labeling and Education Act that requires the sellers of fresh produce to post a sign describing the nutritional value of each type of produce being sold. 
E)  It is another name for total quality management (TQM). 
A)  It is a composite listing of all packaging designs approved by the International Shipping Organization. 
B)  It is a set of related standards of quality that have been adopted by about 60 countries including the United States. 
C)  It is the set of guidelines used for all universal design. 
D)  It is an addendum to the Nutrition Labeling and Education Act that requires the sellers of fresh produce to post a sign describing the nutritional value of each type of produce being sold. 
E)  It is another name for total quality management (TQM).

Question 18

Procter & Gamble sells a brand of Crest toothpaste that is formulated to contain Scope mouthwash. The product is for whitening teeth and making breath fresh. The toothpaste is an example of:

Accepted Answer

A)  aggregate branding. 
B)  proprietary licensing. 
C)  dual branding. 
D)  a multiple-brand strategy. 
E)  family branding. 
A)  aggregate branding. 
B)  proprietary licensing. 
C)  dual branding. 
D)  a multiple-brand strategy. 
E)  family branding.

Question 19

A mother went to buy her daughter eyeglasses and discovered the pair the girl had selected was a Disney branded product. This is more than likely an example of a:

Accepted Answer

A)  trademark license 
B)  copyright 
C)  service mark 
D)  family branding permit 
E)  generic branding license 
A)  trademark license 
B)  copyright 
C)  service mark 
D)  family branding permit 
E)  generic branding license

Question 20

The Trademark Law Revision Act of 1989 unintentionally benefits foreign companies doing business in the United States.

Accepted Answer

A) True 
 B)False

Exam 10: Brands, Packaging, and Other Product Features

Manufacturers that market their entire output under their own brand name are able to do so because they:

A company that wants to increase its degree of market saturation should use:

McCormick markets spices and flavorings that are recognized by people who cook as being high-quality products. Every item the company sells bears the McCormick brand. This company is using _____ branding.

Nutrition labels are a subcategory of grade labels

A(n) _____ label provides objective information about a product's use, construction, care, performance and/or other pertinent features.

The sun that Dole uses to represent the letter "O" when it spells its name on the labels of its various canned products, is an example of a:

If a manufacturer does too good a job of advertising and selling a product with an outstanding brand name,:

The apple with a bite taken out of it that appears on all Apple computer products and in all Apple advertising is an example of a:

Substantial brand equity can:

Another name for cobranding is:

Healthy Choice is a good brand name for low-calorie food because a brand name should suggest the product's benefits.

Agricultural products cannot be successfully branded.

According to the desirable characteristics of a good brand name, is "Pillsbury" a good name for cake mixes?

Data released by ACNielsen show that sales of packaged food companies such as General Mills, Kellogg's, and Sara Lee only improved 1.4 percent in a period lasting from February 2004 to February 2005, while sales of middlemen's brands grew by more than 3.2 percent during the same period. This means:

In order to increase its market saturation, Frito-Lay markets Tostitos and Doritos tortilla chips, Rold Gold pretzels, and Chee-tos cheese-flavored snacks. Frito-Lay uses a _____ strategy.

Branding is useful for differentiating commodities.

What is ISO 9000?

Procter & Gamble sells a brand of Crest toothpaste that is formulated to contain Scope mouthwash. The product is for whitening teeth and making breath fresh. The toothpaste is an example of:

A mother went to buy her daughter eyeglasses and discovered the pair the girl had selected was a Disney branded product. This is more than likely an example of a:

The Trademark Law Revision Act of 1989 unintentionally benefits foreign companies doing business in the United States.

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