Question 1

The use of Hershey's chocolate syrup as a prominently listed ingredient in Betty Crocker brownie mixes is an example of _____.

Accepted Answer

cobranding

Question 2

If brands are classified according to who owns the brand name, then the two types of brands are:

Accepted Answer

A)  retailer and wholesaler. 
B)  centralized and decentralized. 
C)  producers' and middlemen's. 
D)  producers' and manufacturers'. 
E)  discounted and non-discounted. 
A)  retailer and wholesaler. 
B)  centralized and decentralized. 
C)  producers' and middlemen's. 
D)  producers' and manufacturers'. 
E)  discounted and non-discounted.

Question 3

According to the desirable characteristics of a good brand name, is "Friskies" a good name for a brand of cat food?

Accepted Answer

A)  yes, because it suggests the product's benefits 
B)  no, because it cannot be trademarked 
C)  no, because it is not adaptable to additions to the product line 
D)  no, because it cannot be protected under the Lanham Act 
E)  no, because it is similar to a common everyday word 
A)  yes, because it suggests the product's benefits 
B)  no, because it cannot be trademarked 
C)  no, because it is not adaptable to additions to the product line 
D)  no, because it cannot be protected under the Lanham Act 
E)  no, because it is similar to a common everyday word

Question 4

In order to market a variety of products that carry the St. Louis Cardinals logo, the manufacturers of those products had to get a _____ from this major league baseball organization.

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 5

All varieties of Tic-Tac breath mints are sold in small, rectangular plastic boxes with the name displayed in green on one side of the box. This is an example of _____ packaging.

Accepted Answer

The answer of All varieties of Tic-Tac breath mints are...

Question 6

Since Luck's vegetables are all packaged in bright yellow cans with the Luck's name on it, Luck's, Inc., is a good example of a company that uses family packaging.

Accepted Answer

A) True 
 B)False

Question 7

If you are a florist or are lucky enough to receive fresh flowers weekly, you are familiar with the green, water-soluble foam that is in the bottom of the flower container. While several companies manufacture this product, most people call it Oasis, which happens to be the brand name used by the company that has the largest share of this market. Given this information, you know the Oasis manufacturer should:

Accepted Answer

A)  use a family branding strategy. 
B)  use a multiple-brand strategy. 
C)  worry because its brand is in danger of becoming generic. 
D)  convince users of the product that it is a component part, not operating supplies. 
E)  find a new target market for the product. 
A)  use a family branding strategy. 
B)  use a multiple-brand strategy. 
C)  worry because its brand is in danger of becoming generic. 
D)  convince users of the product that it is a component part, not operating supplies. 
E)  find a new target market for the product.

Question 8

The red shield outlined in yellow on cans of Del Monte fruits and vegetables is an example of a:

Accepted Answer

A)  generic device. 
B)  middleman's brand. 
C)  brand name. 
D)  brand mark. 
E)  package close. 
A)  generic device. 
B)  middleman's brand. 
C)  brand name. 
D)  brand mark. 
E)  package close.

Question 9

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's strategy is to acquire products with brand strong equity. This means it is looking for brands that:

Accepted Answer

A)  cannot be counterfeited. 
B)  add value to a product. 
C)  are produced using ISO 9000. 
D)  are impervious to counterfeiting. 
E)  can be licensed. 
A)  cannot be counterfeited. 
B)  add value to a product. 
C)  are produced using ISO 9000. 
D)  are impervious to counterfeiting. 
E)  can be licensed.

Question 10

Many large retailers and some large wholesalers have their own brands because:

Accepted Answer

A)  it increases their control over the target market. 
B)  they are seeking lower stock turnover. 
C)  manufacturers promote the store brands instead of their own brands. 
D)  they can usually sell their brands at prices higher than those of producers' brands. 
E)  all of the above are True. 
A)  it increases their control over the target market. 
B)  they are seeking lower stock turnover. 
C)  manufacturers promote the store brands instead of their own brands. 
D)  they can usually sell their brands at prices higher than those of producers' brands. 
E)  all of the above are True.

Question 11

Some items such as bauxite, fresh corn, and bales of wool are typically not branded because these products:

Accepted Answer

A)  cannot be differentiated from the products of another firm. 
B)  are fabricating materials. 
C)  are sold only in the business market. 
D)  are sold in both the consumer and the business markets. 
E)  are specialty goods. 
A)  cannot be differentiated from the products of another firm. 
B)  are fabricating materials. 
C)  are sold only in the business market. 
D)  are sold in both the consumer and the business markets. 
E)  are specialty goods.

Question 12

In 2005, Campbell Soup launched a variety of chilled soup packaged in sterile cartons that are more commonly used for fruit juices. This new product and Campbell's microwaveable bowls, which were introduced in 2004, are both marketed under the Campbell's name. This is an example of the use of _____ branding.

Accepted Answer

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

Question 13

Krups is famous for its state-of-the-art coffee maker, but the company also makes other small appliances, such as an ice cream maker. Each product bears the Krups name and carries on the Krups's reputation for high quality. Krups uses _____ branding.

Accepted Answer

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

Question 14

The _____ label on a carton of Dannon Light peach yogurt declared the product had no fat, 140 milligrams of sodium, and 440 milligrams of potassium.

Accepted Answer

A)  grade 
B)  objective 
C)  nutrition 
D)  chemical content 
E)  brand 
A)  grade 
B)  objective 
C)  nutrition 
D)  chemical content 
E)  brand

Question 15

Product quality is the set of features and characteristics of a good or service that determine its ability to satisfy needs.

Accepted Answer

A) True 
 B)False

Question 16

Consumers can get a MasterCard credit card with the General Motors logo on it. When consumers use the card to charge items, they can get a rebate from General Motors to use when they purchase a new vehicle. General Motors and MasterCard are engaged in:

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 17

A _____ is a brand that has been adopted by a seller and given legal protection.

Accepted Answer

The answer of A _____ is a brand that has...

Question 18

When Keebler advertises that it uses M&M candy in its cookies, this is an example of:

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 19

From a seller's point of view, branding:

Accepted Answer

A)  reduces price competition. 
B)  is useful because brands can be promoted. 
C)  means a consumer can more easily recognize a product when it is displayed on a store shelf. 
D)  can add a measure of prestige to otherwise ordinary commodities. 
E)  does all of the above. 
A)  reduces price competition. 
B)  is useful because brands can be promoted. 
C)  means a consumer can more easily recognize a product when it is displayed on a store shelf. 
D)  can add a measure of prestige to otherwise ordinary commodities. 
E)  does all of the above.

Question 20

Six packages of Krusteaz bread machine mixes can be purchased in a single box for one price that is less than the cost of purchasing each mix individually. Continental Mills, the manufacturer of Krusteaz, is using a multiple packaging strategy to:

Accepted Answer

A)  meet strict federal, state, and local government health regulations. 
B)  stimulate repeat purchases. 
C)  gain eye-level retail shelf space. 
D)  protect a product from spoilage. 
E)  increase total sales of a product. 
A)  meet strict federal, state, and local government health regulations. 
B)  stimulate repeat purchases. 
C)  gain eye-level retail shelf space. 
D)  protect a product from spoilage. 
E)  increase total sales of a product.

The use of Hershey's chocolate syrup as a prominently listed ingredient in Betty Crocker brownie mixes is an example of _____.

If brands are classified according to who owns the brand name, then the two types of brands are:

According to the desirable characteristics of a good brand name, is "Friskies" a good name for a brand of cat food?

In order to market a variety of products that carry the St. Louis Cardinals logo, the manufacturers of those products had to get a _____ from this major league baseball organization.

All varieties of Tic-Tac breath mints are sold in small, rectangular plastic boxes with the name displayed in green on one side of the box. This is an example of _____ packaging.

Since Luck's vegetables are all packaged in bright yellow cans with the Luck's name on it, Luck's, Inc., is a good example of a company that uses family packaging.

The red shield outlined in yellow on cans of Del Monte fruits and vegetables is an example of a:

Many large retailers and some large wholesalers have their own brands because:

Some items such as bauxite, fresh corn, and bales of wool are typically not branded because these products:

Krups is famous for its state-of-the-art coffee maker, but the company also makes other small appliances, such as an ice cream maker. Each product bears the Krups name and carries on the Krups's reputation for high quality. Krups uses _____ branding.

The _____ label on a carton of Dannon Light peach yogurt declared the product had no fat, 140 milligrams of sodium, and 440 milligrams of potassium.

Product quality is the set of features and characteristics of a good or service that determine its ability to satisfy needs.

Consumers can get a MasterCard credit card with the General Motors logo on it. When consumers use the card to charge items, they can get a rebate from General Motors to use when they purchase a new vehicle. General Motors and MasterCard are engaged in:

A _____ is a brand that has been adopted by a seller and given legal protection.

When Keebler advertises that it uses M&M candy in its cookies, this is an example of:

From a seller's point of view, branding:

Six packages of Krusteaz bread machine mixes can be purchased in a single box for one price that is less than the cost of purchasing each mix individually. Continental Mills, the manufacturer of Krusteaz, is using a multiple packaging strategy to:

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

The use of Hershey's chocolate syrup as a prominently listed ingredient in Betty Crocker brownie mixes is an example of _____.

If brands are classified according to who owns the brand name, then the two types of brands are:

According to the desirable characteristics of a good brand name, is "Friskies" a good name for a brand of cat food?

In order to market a variety of products that carry the St. Louis Cardinals logo, the manufacturers of those products had to get a _____ from this major league baseball organization.

All varieties of Tic-Tac breath mints are sold in small, rectangular plastic boxes with the name displayed in green on one side of the box. This is an example of _____ packaging.

Since Luck's vegetables are all packaged in bright yellow cans with the Luck's name on it, Luck's, Inc., is a good example of a company that uses family packaging.

The red shield outlined in yellow on cans of Del Monte fruits and vegetables is an example of a:

Many large retailers and some large wholesalers have their own brands because:

Some items such as bauxite, fresh corn, and bales of wool are typically not branded because these products:

Krups is famous for its state-of-the-art coffee maker, but the company also makes other small appliances, such as an ice cream maker. Each product bears the Krups name and carries on the Krups's reputation for high quality. Krups uses _____ branding.

The _____ label on a carton of Dannon Light peach yogurt declared the product had no fat, 140 milligrams of sodium, and 440 milligrams of potassium.

Product quality is the set of features and characteristics of a good or service that determine its ability to satisfy needs.

Consumers can get a MasterCard credit card with the General Motors logo on it. When consumers use the card to charge items, they can get a rebate from General Motors to use when they purchase a new vehicle. General Motors and MasterCard are engaged in:

A _____ is a brand that has been adopted by a seller and given legal protection.

When Keebler advertises that it uses M&M candy in its cookies, this is an example of:

From a seller's point of view, branding:

Six packages of Krusteaz bread machine mixes can be purchased in a single box for one price that is less than the cost of purchasing each mix individually. Continental Mills, the manufacturer of Krusteaz, is using a multiple packaging strategy to:

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