Question 1

A company that packages its products in single-unit packages would also be likely to use multiple packaging to:

Accepted Answer

A)  increase the total sales volume of the product. 
B)  encourage new customers to make large quantity purchases. 
C)  give the product a longer shelf life. 
D)  meet federal, state, and local government health regulations. 
E)  protect the product from deterioration. 
A)  increase the total sales volume of the product. 
B)  encourage new customers to make large quantity purchases. 
C)  give the product a longer shelf life. 
D)  meet federal, state, and local government health regulations. 
E)  protect the product from deterioration.

Question 2

At her neighborhood Costco store, Tammy found that Hershey sells its syrup in three-packs. This is an example of _____ packaging.

Accepted Answer

A)  reuse 
B)  family 
C)  multiple 
D)  dual 
E)  environmental 
A)  reuse 
B)  family 
C)  multiple 
D)  dual 
E)  environmental

Question 3

One of the criticisms of total quality management (TQM) programs is:

Accepted Answer

A)  the fact it has not improved financial performance as much as predicted. 
B)  the way it requires organizations to depend on the team approach to production. 
C)  the fact it is a continuous process instead of intermittent. 
D)  how difficult it is to motivate employees to achieve TQM standards. 
E)  how it is unnecessary to make upper management believe in the principle of quality. 
A)  the fact it has not improved financial performance as much as predicted. 
B)  the way it requires organizations to depend on the team approach to production. 
C)  the fact it is a continuous process instead of intermittent. 
D)  how difficult it is to motivate employees to achieve TQM standards. 
E)  how it is unnecessary to make upper management believe in the principle of quality.

Question 4

Which of the following is sometimes described as a "silent sales person"?

Accepted Answer

A)  sales promotions 
B)  print ads 
C)  trade marks 
D)  TQM 
E)  packaging 
A)  sales promotions 
B)  print ads 
C)  trade marks 
D)  TQM 
E)  packaging

Question 5

Which of the following statements about packaging is True?

Accepted Answer

A)  All a product needs to be successful is good packaging. 
B)  Retailers are not concerned with how a product is packaged. 
C)  Packaging is unimportant in the marketing of convenience goods. 
D)  Historically, packaging was intended primarily to provide protection. 
E)  None of the above statements about packaging is True. 
A)  All a product needs to be successful is good packaging. 
B)  Retailers are not concerned with how a product is packaged. 
C)  Packaging is unimportant in the marketing of convenience goods. 
D)  Historically, packaging was intended primarily to provide protection. 
E)  None of the above statements about packaging is True.

Question 6

If you wear an orange shirt to The Home Depot, you will likely be approached by some customer and asked a how-to question. The color orange is closely linked with the home-do-it-yourself store and seeing that distinctive orange causes many consumers associate The Home Depot with repair projects they have at home. In this example, the color orange creates a:

Accepted Answer

A)  differential advantage. 
B)  competitive maneuver. 
C)  outflanking maneuver. 
D)  market positioning strategy. 
E)  commercial feedback. 
A)  differential advantage. 
B)  competitive maneuver. 
C)  outflanking maneuver. 
D)  market positioning strategy. 
E)  commercial feedback.

Question 7

All Kiwi shoe polish is sold in a metal can that is 2.5 inches in diameter and .75 inches high with the name Kiwi and the kiwi bird pictured on the lid. This is an example of _____ packaging.

Accepted Answer

A)  generic 
B)  convenience 
C)  relational 
D)  family 
E)  descriptive 
A)  generic 
B)  convenience 
C)  relational 
D)  family 
E)  descriptive

Question 8

How might Whirlpool benefit if appliances it manufactured were sold at Sears under the Kenmore brand name?

Accepted Answer

A)  It would allow Whirlpool to use its production resources more effectively. 
B)  It would allow Whirlpool to increase plant capacity. 
C)  It would allow Whirlpool to generate additional sales volume. 
D)  It would allow Whirlpool to utilize its working capital more effectively. 
E)  It would allow Whirlpool to do all of the above. 
A)  It would allow Whirlpool to use its production resources more effectively. 
B)  It would allow Whirlpool to increase plant capacity. 
C)  It would allow Whirlpool to generate additional sales volume. 
D)  It would allow Whirlpool to utilize its working capital more effectively. 
E)  It would allow Whirlpool to do all of the above.

Question 9

Scott's new slacks had a _____ label, which provided information about size, fabric content, and washing instructions.

Accepted Answer

A)  grade label 
B)  brand label 
C)  descriptive label 
D)  logotype 
E)  generic label 
A)  grade label 
B)  brand label 
C)  descriptive label 
D)  logotype 
E)  generic label

Question 10

New laws proposed by the European Union would ban slogans such as "90 percent fat free," "Helps support your body's natural defenses," and any references to non-specific benefits to overall good health from _____ labels.

Accepted Answer

A)  descriptive 
B)  brand 
C)  objective 
D)  informative 
E)  grade 
A)  descriptive 
B)  brand 
C)  objective 
D)  informative 
E)  grade

Question 11

The pocket calculator Jason uses has large buttons so visually impaired individuals can easily use it. Jason is a very large football player. He is pleased with the design of the calculator because his fingertips can easily fit on its keys. This example shows how _____ design works.

Accepted Answer

A)  traditional 
B)  dual 
C)  functional 
D)  environmental 
E)  universal 
A)  traditional 
B)  dual 
C)  functional 
D)  environmental 
E)  universal

Question 12

Brand equity:

Accepted Answer

A)  is quickly lost in the face of adverse environmental changes. 
B)  cannot by itself create a differential advantage. 
C)  is the value a brand adds to a product. 
D)  always has a positive effect on a product. 
E)  fortunately is fairly inexpensive and easy to build. 
A)  is quickly lost in the face of adverse environmental changes. 
B)  cannot by itself create a differential advantage. 
C)  is the value a brand adds to a product. 
D)  always has a positive effect on a product. 
E)  fortunately is fairly inexpensive and easy to build.

Question 13

The _____ permits companies to register trademarks with the federal government to protect them from use or misuse by other companies.

Accepted Answer

A)  Fair Packaging and Labeling Act of 1966 
B)  Lanham Act of 1946 
C)  Sherman Act 
D)  Nutrition Labeling and Education Act of 1994 
E)  Federal Trade Commission Act 
A)  Fair Packaging and Labeling Act of 1966 
B)  Lanham Act of 1946 
C)  Sherman Act 
D)  Nutrition Labeling and Education Act of 1994 
E)  Federal Trade Commission Act

Question 14

Land O' Lakes manufactures butter, margarine, and cheese, all under the Land O' Lakes brand name. This is an example of _____ branding.

Accepted Answer

The answer of Land O' Lakes manufactures butter, margarine, and...

Question 15

Which of the following statements about middlemen's brands is True?

Accepted Answer

A)  Middlemen's brands are found only in supermarkets and apparel stores. 
B)  Demand for middlemen's brands has declined during the past two decades. 
C)  Middlemen's brands have their greatest impact on business operating supplies. 
D)  Middlemen can sell their brands at prices lower than producers' brands and still earn a higher gross margin. 
E)  Middlemen's brands of consumer packaged goods cannot compete with producers' brands. 
A)  Middlemen's brands are found only in supermarkets and apparel stores. 
B)  Demand for middlemen's brands has declined during the past two decades. 
C)  Middlemen's brands have their greatest impact on business operating supplies. 
D)  Middlemen can sell their brands at prices lower than producers' brands and still earn a higher gross margin. 
E)  Middlemen's brands of consumer packaged goods cannot compete with producers' brands.

Question 16

Japan wants all soy sauce to carry a _____ label, particularly unfermented U.S.-made brands that some food purists consider only an imitation of the Japanese brews. U.S. manufacturers of nontraditional sauces-often made from soy proteins mixed with water, salt, and cereal grains-contend they will lose customers if they have to specify on labels that their product is not brewed or only brewed slightly.

Accepted Answer

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

Question 17

The labels on a carton of milk that indicate whether it is skim milk, 2 percent milk, or whole milk are an example of a grade label.

Accepted Answer

A) True 
 B)False

Question 18

Aurora Foods Inc. was formed in 1995 with the objective of being a leading producer and marketer of premium branded food products. The business strategy is for Aurora has it serving as a platform upon which to build a leading branded food products company through the strategic acquisition and internal growth of brands. Its acquisition strategy is to acquire established, well-recognized brands that have become non-core businesses to their corporate parents yet retain strong brand equities and have long-term growth potential. Since its inception, Aurora has acquired the following brands: Duncan Hines® baking mixes; Log Cabin® and Mrs. Butterworth's® syrups; Lender's® bagels; Van de Kamp's® and Mrs. Paul's® frozen seafood; Aunt Jemima® frozen breakfast products; Celeste® frozen pizza and Chef's Choice® skillet meals.
-Aurora Foods Inc. is using a _____ branding strategy.

Accepted Answer

A)  generic 
B)  private 
C)  family 
D)  individual 
E)  multiple-brand 
A)  generic 
B)  private 
C)  family 
D)  individual 
E)  multiple-brand

Question 19

A _____ is a name and/or mark intended to identify the products of one seller or group of sellers and to  differentiate the product from competing products.

Accepted Answer

The answer of A _____ is a name and/or mark...

Question 20

A _____ label clearly states the amount of calories, fat, cholesterol, salt, carbohydrates, and proteins in processed food products.

Accepted Answer

A)  grade 
B)  descriptive 
C)  nutrition 
D)  generic 
E)  brand 
A)  grade 
B)  descriptive 
C)  nutrition 
D)  generic 
E)  brand

A company that packages its products in single-unit packages would also be likely to use multiple packaging to:

At her neighborhood Costco store, Tammy found that Hershey sells its syrup in three-packs. This is an example of _____ packaging.

One of the criticisms of total quality management (TQM) programs is:

Which of the following is sometimes described as a "silent sales person"?

Which of the following statements about packaging is True?

All Kiwi shoe polish is sold in a metal can that is 2.5 inches in diameter and .75 inches high with the name Kiwi and the kiwi bird pictured on the lid. This is an example of _____ packaging.

How might Whirlpool benefit if appliances it manufactured were sold at Sears under the Kenmore brand name?

Scott's new slacks had a _____ label, which provided information about size, fabric content, and washing instructions.

New laws proposed by the European Union would ban slogans such as "90 percent fat free," "Helps support your body's natural defenses," and any references to non-specific benefits to overall good health from _____ labels.

The pocket calculator Jason uses has large buttons so visually impaired individuals can easily use it. Jason is a very large football player. He is pleased with the design of the calculator because his fingertips can easily fit on its keys. This example shows how _____ design works.

Brand equity:

The _____ permits companies to register trademarks with the federal government to protect them from use or misuse by other companies.

Land O' Lakes manufactures butter, margarine, and cheese, all under the Land O' Lakes brand name. This is an example of _____ branding.

Which of the following statements about middlemen's brands is True?

The labels on a carton of milk that indicate whether it is skim milk, 2 percent milk, or whole milk are an example of a grade label.

A _____ is a name and/or mark intended to identify the products of one seller or group of sellers and to differentiate the product from competing products.

A _____ label clearly states the amount of calories, fat, cholesterol, salt, carbohydrates, and proteins in processed food products.

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Marketing Research and Market Information

Product Planning and Development

Product-Mix Strategies

Services Marketing

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Integrated Marketing Communications

Personal Selling and Sales Management

Advertising, Sales Promotion, and Public Relations

Strategic Marketing Planning

Marketing Implementation and Evaluation

Marketing and the Information Economy

Market Segmentation Targeting and Positioning

Filters

Exam 10: Brands, Packaging, and Other Product Features

A company that packages its products in single-unit packages would also be likely to use multiple packaging to:

At her neighborhood Costco store, Tammy found that Hershey sells its syrup in three-packs. This is an example of _____ packaging.

One of the criticisms of total quality management (TQM) programs is:

Which of the following is sometimes described as a "silent sales person"?

Which of the following statements about packaging is True?

All Kiwi shoe polish is sold in a metal can that is 2.5 inches in diameter and .75 inches high with the name Kiwi and the kiwi bird pictured on the lid. This is an example of _____ packaging.

How might Whirlpool benefit if appliances it manufactured were sold at Sears under the Kenmore brand name?

Scott's new slacks had a _____ label, which provided information about size, fabric content, and washing instructions.

New laws proposed by the European Union would ban slogans such as "90 percent fat free," "Helps support your body's natural defenses," and any references to non-specific benefits to overall good health from _____ labels.

The pocket calculator Jason uses has large buttons so visually impaired individuals can easily use it. Jason is a very large football player. He is pleased with the design of the calculator because his fingertips can easily fit on its keys. This example shows how _____ design works.

Brand equity:

The _____ permits companies to register trademarks with the federal government to protect them from use or misuse by other companies.

Land O' Lakes manufactures butter, margarine, and cheese, all under the Land O' Lakes brand name. This is an example of _____ branding.

Which of the following statements about middlemen's brands is True?

The labels on a carton of milk that indicate whether it is skim milk, 2 percent milk, or whole milk are an example of a grade label.

A _____ is a name and/or mark intended to identify the products of one seller or group of sellers and to differentiate the product from competing products.

A _____ label clearly states the amount of calories, fat, cholesterol, salt, carbohydrates, and proteins in processed food products.

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Marketing Research and Market Information

Product Planning and Development

Product-Mix Strategies

Services Marketing

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Integrated Marketing Communications

Personal Selling and Sales Management

Advertising, Sales Promotion, and Public Relations

Strategic Marketing Planning

Marketing Implementation and Evaluation

Marketing and the Information Economy

Market Segmentation Targeting and Positioning

Filters