Question 1

Packaging:

Accepted Answer

A)  may be more important for manufacturers' brands than for middlemen's brands. 
B)  is considered an example of capital equipment. 
C)  is purely a distribution function. 
D)  helps identify a product and prevents substitution of competitive products. 
E)  is described by all of the above. 
A)  may be more important for manufacturers' brands than for middlemen's brands. 
B)  is considered an example of capital equipment. 
C)  is purely a distribution function. 
D)  helps identify a product and prevents substitution of competitive products. 
E)  is described by all of the above.

Question 2

Jack Daniels Distillery granted Romanoff International the right to use the Jack Daniels name on a bourbon-flavored mustard. This is an example of:

Accepted Answer

A)  family branding. 
B)  brand licensing. 
C)  logo strategy. 
D)  diversification. 
E)  market development. 
A)  family branding. 
B)  brand licensing. 
C)  logo strategy. 
D)  diversification. 
E)  market development.

Question 3

Another name for trademark licensing is:

Accepted Answer

A)  brand franchising. 
B)  logo certification. 
C)  dual franchising. 
D)  multiple branding. 
E)  brand licensing. 
A)  brand franchising. 
B)  logo certification. 
C)  dual franchising. 
D)  multiple branding. 
E)  brand licensing.

Question 4

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.
-In 2002, Duncan Hines, Aurora Foods' leading brand, announced it would produce the "Candy Shop Brownies" under an exclusive agreement with Masterfoods USA. The lineup of products combined Duncan Hines Premium Brownie Mixes with popular and leading chocolate candies made from Masterfoods USA. The first product was a Brownie Mix with M&M's Milk Chocolate Candies. This is an example of:

Accepted Answer

A)  family branding. 
B)  trademark licensing. 
C)  a logo strategy. 
D)  diversification. 
E)  market development. 
A)  family branding. 
B)  trademark licensing. 
C)  a logo strategy. 
D)  diversification. 
E)  market development.

Question 5

Borla exhaust systems are an example of a fabricating part for Corvettes. In order for the product's manufacturer to develop a brand preference, it could:

Accepted Answer

A)  sell in the consumer market as a replacement product. 
B)  reward manufacturers who use producers' brands when building engines. 
C)  achieve market saturation. 
D)  market primarily under middlemen's brands. 
E)  do none of the above. 
A)  sell in the consumer market as a replacement product. 
B)  reward manufacturers who use producers' brands when building engines. 
C)  achieve market saturation. 
D)  market primarily under middlemen's brands. 
E)  do none of the above.

Question 6

From a consumer's point of view, branding:

Accepted Answer

A)  means getting comparable quality with each reorder. 
B)  increases price competition. 
C)  substantially reduces a seller's promotional costs. 
D)  makes it easier for a consumer to compare prices for different brands. 
E)  makes it difficult for the seller to introduce new products to a company's line. 
A)  means getting comparable quality with each reorder. 
B)  increases price competition. 
C)  substantially reduces a seller's promotional costs. 
D)  makes it easier for a consumer to compare prices for different brands. 
E)  makes it difficult for the seller to introduce new products to a company's line.

Question 7

For the licensee, trademark licensing is useful because the strategy:

Accepted Answer

A)  requires the licensor to pay all promotional costs. 
B)  is guaranteed to succeed. 
C)  is always profitable for both the licensee and the licensor. 
D)  improves the odds achieving consumer acceptance for the licensee's product. 
E)  does all of the above. 
A)  requires the licensor to pay all promotional costs. 
B)  is guaranteed to succeed. 
C)  is always profitable for both the licensee and the licensor. 
D)  improves the odds achieving consumer acceptance for the licensee's product. 
E)  does all of the above.

Question 8

Packaging:

Accepted Answer

A)  can be used to increase profit and sales volume. 
B)  serves as a silent sales person. 
C)  helps to prevent losses from spillage, evaporation, and/or spoilage. 
D)  protects products en route from producer to the final customer. 
E)  does all of the above. 
A)  can be used to increase profit and sales volume. 
B)  serves as a silent sales person. 
C)  helps to prevent losses from spillage, evaporation, and/or spoilage. 
D)  protects products en route from producer to the final customer. 
E)  does all of the above.

Question 9

Heinz produces StarKist tuna, Ore-Ida frozen potatoes, Bagel Bits miniature pizzas, Boston Market meals, Snausages pet treats, Kibbles 'n Bits dog food, Smart Ones frozen entrees and Heinz brand ketchup and pickles. With these products, Heinz is using a _____ branding strategy.

Accepted Answer

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

Question 10

A package is not only the actual container or wrapper of a product, but also the perception consumers have of the product's exterior.

Accepted Answer

A) True 
 B)False

Question 11

The appearance of the Chee-tos cheetah, a character that appears on bags of Chee-tos, on sweatshirts, book bags, and notebooks manufactured by other companies costs Frito-Lay little, and benefits the chip manufacturer promotionally. This use of the Frito-Lay trademark by another firm that does not own the trademark is called:

Accepted Answer

A)  family branding. 
B)  trademark licensing. 
C)  logo strategy. 
D)  diversification. 
E)  market development. 
A)  family branding. 
B)  trademark licensing. 
C)  logo strategy. 
D)  diversification. 
E)  market development.

Question 12

Brand equity is either a positive or a neutral feature of a product; it is never negative.

Accepted Answer

A) True 
 B)False

Question 13

The three primary types of labels are:

Accepted Answer

A)  generic, descriptive, and informative. 
B)  grade, informative, and generic. 
C)  brand, family, and generic. 
D)  descriptive, brand, and grade. 
E)  generic, informative, and governmental. 
A)  generic, descriptive, and informative. 
B)  grade, informative, and generic. 
C)  brand, family, and generic. 
D)  descriptive, brand, and grade. 
E)  generic, informative, and governmental.

Question 14

Multiple packaging has no influence on consumer buying habits.

Accepted Answer

A) True 
 B)False

Question 15

A descriptive label on a can of peas might give information about the contents of the can and provide ways to serve the peas.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following items is an example of a product that is typically unbranded?

Accepted Answer

A)  pencils 
B)  telephone equipment 
C)  automobile oil filters 
D)  asphalt 
E)  light bulbs 
A)  pencils 
B)  telephone equipment 
C)  automobile oil filters 
D)  asphalt 
E)  light bulbs

Question 17

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. The reason Campbell is using this branding strategy is due to:

Accepted Answer

A)  consumers' selective perception. 
B)  how it facilitates inventory control. 
C)  it is inexpensive. 
D)  government regulation of nutrition branding. 
E)  the motivational theory of equity. 
A)  consumers' selective perception. 
B)  how it facilitates inventory control. 
C)  it is inexpensive. 
D)  government regulation of nutrition branding. 
E)  the motivational theory of equity.

Question 18

Which of the following brand names would most likely be called a logo?

Accepted Answer

A)  Nike 
B)  McGraw-Hill 
C)  Coca-Cola 
D)  Hewlett-Packard 
E)  John Deere 
A)  Nike 
B)  McGraw-Hill 
C)  Coca-Cola 
D)  Hewlett-Packard 
E)  John Deere

Question 19

Procter & Gamble markets Zest, Safeguard, Camay, and Lava brand bar soaps. Zest is a "get-you-started in the morning" soap. Safeguard is marketed as a germ-fighter. Camay cleans without drying or injuring the skin. Lava is for tough cleaning jobs. This illustrates the use of:

Accepted Answer

A)  a family branding strategy. 
B)  a market aggregation strategy. 
C)  a multiple-brand strategy. 
D)  mass marketing. 
E)  single-segment marketing. 
A)  a family branding strategy. 
B)  a market aggregation strategy. 
C)  a multiple-brand strategy. 
D)  mass marketing. 
E)  single-segment marketing.

Question 20

Sometimes, the term _____ is used interchangeably with a brand mark or even a brand name, especially if the name is written in a distinctive, stylized fashion.

Accepted Answer

A)  logo 
B)  trademark 
C)  brand insignia 
D)  motif 
E)  impression 
A)  logo 
B)  trademark 
C)  brand insignia 
D)  motif 
E)  impression

Packaging:

Jack Daniels Distillery granted Romanoff International the right to use the Jack Daniels name on a bourbon-flavored mustard. This is an example of:

Another name for trademark licensing is:

Borla exhaust systems are an example of a fabricating part for Corvettes. In order for the product's manufacturer to develop a brand preference, it could:

From a consumer's point of view, branding:

For the licensee, trademark licensing is useful because the strategy:

Packaging:

Heinz produces StarKist tuna, Ore-Ida frozen potatoes, Bagel Bits miniature pizzas, Boston Market meals, Snausages pet treats, Kibbles 'n Bits dog food, Smart Ones frozen entrees and Heinz brand ketchup and pickles. With these products, Heinz is using a _____ branding strategy.

A package is not only the actual container or wrapper of a product, but also the perception consumers have of the product's exterior.

Brand equity is either a positive or a neutral feature of a product; it is never negative.

The three primary types of labels are:

Multiple packaging has no influence on consumer buying habits.

A descriptive label on a can of peas might give information about the contents of the can and provide ways to serve the peas.

Which of the following items is an example of a product that is typically unbranded?

Which of the following brand names would most likely be called a logo?

Procter & Gamble markets Zest, Safeguard, Camay, and Lava brand bar soaps. Zest is a "get-you-started in the morning" soap. Safeguard is marketed as a germ-fighter. Camay cleans without drying or injuring the skin. Lava is for tough cleaning jobs. This illustrates the use of:

Sometimes, the term _____ is used interchangeably with a brand mark or even a brand name, especially if the name is written in a distinctive, stylized fashion.

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

Packaging:

Jack Daniels Distillery granted Romanoff International the right to use the Jack Daniels name on a bourbon-flavored mustard. This is an example of:

Another name for trademark licensing is:

Borla exhaust systems are an example of a fabricating part for Corvettes. In order for the product's manufacturer to develop a brand preference, it could:

From a consumer's point of view, branding:

For the licensee, trademark licensing is useful because the strategy:

Packaging:

Heinz produces StarKist tuna, Ore-Ida frozen potatoes, Bagel Bits miniature pizzas, Boston Market meals, Snausages pet treats, Kibbles 'n Bits dog food, Smart Ones frozen entrees and Heinz brand ketchup and pickles. With these products, Heinz is using a _____ branding strategy.

A package is not only the actual container or wrapper of a product, but also the perception consumers have of the product's exterior.

Brand equity is either a positive or a neutral feature of a product; it is never negative.

The three primary types of labels are:

Multiple packaging has no influence on consumer buying habits.

A descriptive label on a can of peas might give information about the contents of the can and provide ways to serve the peas.

Which of the following items is an example of a product that is typically unbranded?

Which of the following brand names would most likely be called a logo?

Procter & Gamble markets Zest, Safeguard, Camay, and Lava brand bar soaps. Zest is a "get-you-started in the morning" soap. Safeguard is marketed as a germ-fighter. Camay cleans without drying or injuring the skin. Lava is for tough cleaning jobs. This illustrates the use of:

Sometimes, the term _____ is used interchangeably with a brand mark or even a brand name, especially if the name is written in a distinctive, stylized fashion.

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