Question 1

Which of the following brand types allows a company to compete within one category?

Accepted Answer

A) Generic brands 
B) Individual brands 
C) Family brands 
D) Home brands 
E) Public brands 
A) Generic brands 
B) Individual brands 
C) Family brands 
D) Home brands 
E) Public brands

Question 2

Many of the elements on a product label are required by laws and regulations; subsequently, the other elements of the label also remain outside the control of a manufacturer.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is NOT true about Labelling?

Accepted Answer

A) It identifies the product brand. 
B) It can be used as a promotional tool 
C) It must reflect ingredients and quantities 
D) Canadian companies in food industry must use both official languages for labeling the products. 
E) The Consumer Packaging and Labelling Act and Regulations dictate all elements on the label. 
A) It identifies the product brand. 
B) It can be used as a promotional tool 
C) It must reflect ingredients and quantities 
D) Canadian companies in food industry must use both official languages for labeling the products. 
E) The Consumer Packaging and Labelling Act and Regulations dictate all elements on the label.

Question 4

Miller International Inc. is an organization that manufactures sports goods. It sells hockey sticks (both field hockey and ice hockey), footballs, baseball bats, cricket bats, and tennis racquets. To expand its market, it also plans to sell sports apparel under the same brand name. Miller International has partnered with Polar Inc., which sells health drinks. Polar drinks now carry the Miller International logo, and some Miller International products also have the Polar logo. Miller International has also made an agreement with a number of small manufacturers that will produce sports apparel under the Miller International brand. Sales being impressive, Miller International decides to discontinue its partnership with Polar and enter into the health drinks segment on its own. The presence of big players and ineffective marketing strategies lead to the failure of Miller International's foray into the health drinks market. The failure also affects the brand image of the company, and there is a dip in the sales of sports goods marketed by Miller International.
-Miller International's failure in the health drinks market also affected its sales of sports goods.This failure was most likely caused by:

Accepted Answer

A) brand loyalty. 
B) brand equity. 
C) brand licensing. 
D) brand extension. 
E) brand dilution. 
A) brand loyalty. 
B) brand equity. 
C) brand licensing. 
D) brand extension. 
E) brand dilution.

Question 5

A product line refers to:

Accepted Answer

A) the products in the shopping basket of a customer. 
B) the benefits offered with a single product. 
C) a group of associated items, such as those that consumers use together. 
D) the additional free items that a customer receives with a product. 
E) the number of features offered with a product. 
A) the products in the shopping basket of a customer. 
B) the benefits offered with a single product. 
C) a group of associated items, such as those that consumers use together. 
D) the additional free items that a customer receives with a product. 
E) the number of features offered with a product.

Question 6

Clark Inc., a chain store, markets paper, food, household cleaning supplies, medicine, cosmetics, and oral-care products.Under oral-care products, Clark markets a brand of toothpastes available in three sizes and two formulations (paste and gel).Out of these, paper, food, household cleaning supplies, medicine, cosmetics, and oral-care products constitute the:

Accepted Answer

A) product mix breadth. 
B) product line depth. 
C) product mix spread. 
D) product line spread. 
E) product line offer. 
A) product mix breadth. 
B) product line depth. 
C) product mix spread. 
D) product line spread. 
E) product line offer.

Question 7

The products or services for which a consumer is not willing to spend any effort to evaluate prior to purchase are called:

Accepted Answer

A) shopping products/services. 
B) unsought products/services. 
C) luxury products/services. 
D) specialty products/services. 
E) convenience products/services. 
A) shopping products/services. 
B) unsought products/services. 
C) luxury products/services. 
D) specialty products/services. 
E) convenience products/services.

Question 8

A car company uses the tag line "Suite on roads." This is an example of a:

Accepted Answer

A) slogan. 
B) character. 
C) logo. 
D) mission 
E) jingle. 
A) slogan. 
B) character. 
C) logo. 
D) mission 
E) jingle.

Question 9

Krisnak Inc., a scented candle manufacturer, introduced a different range of candles with exotic scents such as ice mint, desert flower, and sea breeze.What change in the product mix was made by Krisnak Inc.?

Accepted Answer

A) It changed the number of stock keeping units. 
B) It added a new product line and increased product line depth. 
C) It changed the product category by replacing an entire product line. 
D) It increased product mix breadth. 
E) It changed the brand orientation. 
A) It changed the number of stock keeping units. 
B) It added a new product line and increased product line depth. 
C) It changed the product category by replacing an entire product line. 
D) It increased product mix breadth. 
E) It changed the brand orientation.

Question 10

Perionica Inc.uses a single brand name and the recognizable Perionica logo.The corporation sells computers, phones, accessories, music players, and tablets under the single brand name and logo.This is an example of a(n):

Accepted Answer

A) generic brand. 
B) individual brand. 
C) family brand. 
D) home brand. 
E) public brand. 
A) generic brand. 
B) individual brand. 
C) family brand. 
D) home brand. 
E) public brand.

Question 11

The basic problem-solving benefits that consumers are seeking are defined by the:

Accepted Answer

A) augmented product. 
B) product mix. 
C) customer lifetime value. 
D) brand strategy. 
E) core customer value. 
A) augmented product. 
B) product mix. 
C) customer lifetime value. 
D) brand strategy. 
E) core customer value.

Question 12

Fiola Inc.is a chain of cosmetic stores.Pariquan Charity Home is a not-for-profit medical service organization.Fiola Inc.markets a product carrying the logo of the Pariquan Charity Home, and a consumer is encouraged to associate the two brands.A portion of the proceeds benefits the charity.This scenario exemplifies:

Accepted Answer

A) cobranding. 
B) perceived value. 
C) brand licensing. 
D) brand extension. 
E) brand dilution. 
A) cobranding. 
B) perceived value. 
C) brand licensing. 
D) brand extension. 
E) brand dilution.

Question 13

Your company has taken over a garment manufacturing company that is struggling to manufacture kidswear in the face of increased competition.An opportunity in the sports apparel market presents itself.What kind of branding strategies would you implement to allow the acquired company to regain its standing in the kidswear market and be an important player in the sportswear segment?

Accepted Answer

Student answers will vary but may includ

Question 14

Vendronas Solutions Inc.sells its baby care products, Vendronas Baby Powder and Vendronas Baby Soap, under the Vendronas brand name.This is an example of a(n):

Accepted Answer

A) generic brand. 
B) individual brand. 
C) family brand. 
D) home brand. 
E) public brand. 
A) generic brand. 
B) individual brand. 
C) family brand. 
D) home brand. 
E) public brand.

Question 15

Which of the following statements is true of generic products?

Accepted Answer

A) They are sold with popular brand names. 
B) Hardware stores often sell these products. 
C) They are typically excluded in commodities markets. 
D) Manufacturers own and sell these products at a national level. 
E) The popularity of these products is increasing rapidly. 
A) They are sold with popular brand names. 
B) Hardware stores often sell these products. 
C) They are typically excluded in commodities markets. 
D) Manufacturers own and sell these products at a national level. 
E) The popularity of these products is increasing rapidly.

Question 16

Identify the term that refers to the names, terms, designs, symbols, or any other features that identify one seller's good or service as distinct from those of other sellers.

Accepted Answer

A) Augmented product 
B) Extension 
C) Customer lifetime value 
D) Brand 
E) Core customer value 
A) Augmented product 
B) Extension 
C) Customer lifetime value 
D) Brand 
E) Core customer value

Question 17

Which of the following holds true for the term "brand personality"?

Accepted Answer

A) It refers to the mental links that consumers make between a brand and its key product attributes. 
B) It refers to a set of human characteristics associated with a brand, which has symbolic or self-expressive meanings for consumers. 
C) It refers to the relationship between a product or service's benefits and its cost. 
D) It refers to a situation that occurs when a consumer buys the same brand's product or service repeatedly over time rather than buying from multiple suppliers within the same category. 
E) It refers to the measurement of the number of customers in a market who are familiar with a brand and what it stands for. 
A) It refers to the mental links that consumers make between a brand and its key product attributes. 
B) It refers to a set of human characteristics associated with a brand, which has symbolic or self-expressive meanings for consumers. 
C) It refers to the relationship between a product or service's benefits and its cost. 
D) It refers to a situation that occurs when a consumer buys the same brand's product or service repeatedly over time rather than buying from multiple suppliers within the same category. 
E) It refers to the measurement of the number of customers in a market who are familiar with a brand and what it stands for.

Question 18

Firms often add new product lines to capture new or evolving markets, increase sales, and compete in new venues.

Accepted Answer

A) True 
 B)False

Question 19

Explain how packaging could be used as a marketing tool.Provide one example to support your answer.

Accepted Answer

Packaging can be used as an important ma

Question 20

Describe the innovations in design and materials over the years that have helped packaging to play an increasingly important role in brand positioning and shelf appeal.

Accepted Answer

First introduced in 1965, cans dominated

Which of the following brand types allows a company to compete within one category?

Many of the elements on a product label are required by laws and regulations; subsequently, the other elements of the label also remain outside the control of a manufacturer.

Which of the following is NOT true about Labelling?

A product line refers to:

The products or services for which a consumer is not willing to spend any effort to evaluate prior to purchase are called:

A car company uses the tag line "Suite on roads." This is an example of a:

Krisnak Inc., a scented candle manufacturer, introduced a different range of candles with exotic scents such as ice mint, desert flower, and sea breeze.What change in the product mix was made by Krisnak Inc.?

Perionica Inc.uses a single brand name and the recognizable Perionica logo.The corporation sells computers, phones, accessories, music players, and tablets under the single brand name and logo.This is an example of a(n):

The basic problem-solving benefits that consumers are seeking are defined by the:

Vendronas Solutions Inc.sells its baby care products, Vendronas Baby Powder and Vendronas Baby Soap, under the Vendronas brand name.This is an example of a(n):

Which of the following statements is true of generic products?

Identify the term that refers to the names, terms, designs, symbols, or any other features that identify one seller's good or service as distinct from those of other sellers.

Which of the following holds true for the term "brand personality"?

Firms often add new product lines to capture new or evolving markets, increase sales, and compete in new venues.

Explain how packaging could be used as a marketing tool.Provide one example to support your answer.

Describe the innovations in design and materials over the years that have helped packaging to play an increasingly important role in brand positioning and shelf appeal.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Analyzing the Marketing Environment

Consumer Behaviour

Business-To-Business Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Developing New Products

Services: The Intangible Product

Pricing Concepts and Strategies: Establishing Value

Distribution Channels

Retailing and Omni-Channel Marketing

Integrated Marketing Communications

Advertising, Sales Promotions, and Personal Selling

Social and Mobile Marketing

Global Marketing

Ethics and Socially Responsible Marketing

Filters

Exam 9: Product, Branding, and Packaging Decisions

Which of the following brand types allows a company to compete within one category?

Many of the elements on a product label are required by laws and regulations; subsequently, the other elements of the label also remain outside the control of a manufacturer.

Which of the following is NOT true about Labelling?

A product line refers to:

The products or services for which a consumer is not willing to spend any effort to evaluate prior to purchase are called:

A car company uses the tag line "Suite on roads." This is an example of a:

Krisnak Inc., a scented candle manufacturer, introduced a different range of candles with exotic scents such as ice mint, desert flower, and sea breeze.What change in the product mix was made by Krisnak Inc.?

Perionica Inc.uses a single brand name and the recognizable Perionica logo.The corporation sells computers, phones, accessories, music players, and tablets under the single brand name and logo.This is an example of a(n):

The basic problem-solving benefits that consumers are seeking are defined by the:

Vendronas Solutions Inc.sells its baby care products, Vendronas Baby Powder and Vendronas Baby Soap, under the Vendronas brand name.This is an example of a(n):

Which of the following statements is true of generic products?

Identify the term that refers to the names, terms, designs, symbols, or any other features that identify one seller's good or service as distinct from those of other sellers.

Which of the following holds true for the term "brand personality"?

Firms often add new product lines to capture new or evolving markets, increase sales, and compete in new venues.

Explain how packaging could be used as a marketing tool.Provide one example to support your answer.

Describe the innovations in design and materials over the years that have helped packaging to play an increasingly important role in brand positioning and shelf appeal.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Analyzing the Marketing Environment

Consumer Behaviour

Business-To-Business Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Developing New Products

Services: The Intangible Product

Pricing Concepts and Strategies: Establishing Value

Distribution Channels

Retailing and Omni-Channel Marketing

Integrated Marketing Communications

Advertising, Sales Promotions, and Personal Selling

Social and Mobile Marketing

Global Marketing

Ethics and Socially Responsible Marketing

Filters