Question 1

One key feature of the value of a strong brand is that

Accepted Answer

A)  it can protect the firm from competition. 
B)  it no longer needs to be supported by advertising and promotion. 
C)  if it becomes a generic name, the brand is worth even more. 
D)  it cannot be successfully imitated by a retailer's own brand. 
E)  competitors will typically abandon a sector altogether rather than compete. 
A)  it can protect the firm from competition. 
B)  it no longer needs to be supported by advertising and promotion. 
C)  if it becomes a generic name, the brand is worth even more. 
D)  it cannot be successfully imitated by a retailer's own brand. 
E)  competitors will typically abandon a sector altogether rather than compete.

Question 2

In the case of Band-Aid adhesive bandages,the brand name has

Accepted Answer

A)  successfully employed private-label branding. 
B)  distinctive brand substitutability. 
C)  grown through private-label branding. 
D)  become synonymous with the product itself. 
E)  avoided brand extensions. 
A)  successfully employed private-label branding. 
B)  distinctive brand substitutability. 
C)  grown through private-label branding. 
D)  become synonymous with the product itself. 
E)  avoided brand extensions.

Question 3

When a restaurant chain,Big Burgers,launches its own brand of frozen meals,this is an example of a

Accepted Answer

A)  brand extension. 
B)  line extension. 
C)  licensed brand. 
D)  copycat brand. 
E)  premium brand. 
A)  brand extension. 
B)  line extension. 
C)  licensed brand. 
D)  copycat brand. 
E)  premium brand.

Question 4

Jenny traded in her old car for her heart's desire,a new Lexus sedan.The Lexus is considered a specialty product.

Accepted Answer

A) True 
 B)False

Question 5

Why is brand extension a popular marketing strategy?

Accepted Answer

A)  It separates out the cost of brand extension from brand intention. 
B)  It allows the firm to discontinue complementary products. 
C)  It allows the firm to spend less on creating brand awareness and associations. 
D)  It avoids the problem of brand dilution. 
E)  It guarantees success for a new product. 
A)  It separates out the cost of brand extension from brand intention. 
B)  It allows the firm to discontinue complementary products. 
C)  It allows the firm to spend less on creating brand awareness and associations. 
D)  It avoids the problem of brand dilution. 
E)  It guarantees success for a new product.

Question 6

One of the categories of products for which brand extension is especially logical is

Accepted Answer

A)  generic goods. 
B)  generic services. 
C)  commodities. 
D)  complementary goods. 
E)  licensed brands. 
A)  generic goods. 
B)  generic services. 
C)  commodities. 
D)  complementary goods. 
E)  licensed brands.

Question 7

A toothpaste tube is an example of a ________ package.

Accepted Answer

A)  primary 
B)  secondary 
C)  brand positioning 
D)  private-label 
E)  convenience 
A)  primary 
B)  secondary 
C)  brand positioning 
D)  private-label 
E)  convenience

Question 8

Salina is working to create greater brand awareness for her company's new line of fitness trackers.To increase brand awareness,the least important information that should be included in promotions is

Accepted Answer

A)  the brand name. 
B)  the logo. 
C)  the packaging. 
D)  the slogan. 
E)  the product history. 
A)  the brand name. 
B)  the logo. 
C)  the packaging. 
D)  the slogan. 
E)  the product history.

Question 9

A currently popular trend in the wine industry is house-labeled wine.Restaurants,hotel chains,and even universities now sell wine under their brand name.Is this type of brand extension a good marketing strategy? Defend your answer.

Accepted Answer

Answers will vary,but should include dis

Question 10

Differentiate between breadth and depth of a firm's product mix by choosing a familiar company and explaining how its products exemplify these two concepts.

Accepted Answer

Answers will vary depending on the compa

Question 11

A __________ is a group of associated items that consumers tend to use together or think of as part of a group of similar products.

Accepted Answer

A)  product line 
B)  product mix 
C)  product mix breadth 
D)  line extension 
E)  brand extension 
A)  product line 
B)  product mix 
C)  product mix breadth 
D)  line extension 
E)  brand extension

Question 12

Kellogg's sells many different breakfast cereals,including Corn Flakes,Rice Krispies,Frosted Flakes,Raisin Bran,and Special K.This is an example of the breadth of the Kellogg's product mix.

Accepted Answer

A) True 
 B)False

Question 13

Frequent buyer / user award programs are used to

Accepted Answer

A)  increase price sensitivity. 
B)  decrease co-branding costs. 
C)  lower licensing fees. 
D)  expand product line depth. 
E)  maintain contact with loyal customers. 
A)  increase price sensitivity. 
B)  decrease co-branding costs. 
C)  lower licensing fees. 
D)  expand product line depth. 
E)  maintain contact with loyal customers.

Question 14

When manufacturers try to understand what customers are looking for,they are thinking about the _______ component of the product offer.

Accepted Answer

A)  core customer value 
B)  associated services 
C)  augmented products 
D)  product support 
E)  quality level 
A)  core customer value 
B)  associated services 
C)  augmented products 
D)  product support 
E)  quality level

Question 15

Nike sells shoes,clothing,and athletic gear.These represent the breadth of Nike's products.

Accepted Answer

A) True 
 B)False

Question 16

Why would a huge retailer like Walmart carry national brand products?

Accepted Answer

National brands are manufacturer brands.

Question 17

Returnable packaging,use of 3D printing,and flexible packaging are examples of

Accepted Answer

A)  recycled packaging. 
B)  environmental packaging. 
C)  responsible packaging. 
D)  sustainable packaging. 
E)  green packaging. 
A)  recycled packaging. 
B)  environmental packaging. 
C)  responsible packaging. 
D)  sustainable packaging. 
E)  green packaging.

Question 18

Nora is deciding whether to purchase brand-name sneakers or a less expensive store brand.She has purchased other shoes with the same brand name in the past but was only marginally satisfied.In this situation,Nora is likely to purchase the store-brand sneakers because they offer

Accepted Answer

A)  more brand awareness. 
B)  higher degrees of brand loyalty. 
C)  greater perceived value. 
D)  a better brand image. 
E)  more product line depth. 
A)  more brand awareness. 
B)  higher degrees of brand loyalty. 
C)  greater perceived value. 
D)  a better brand image. 
E)  more product line depth.

Question 19

A __________ package is the one a consumer uses.A __________ package is used by retailers to display and sell the product.

Accepted Answer

A)  secondary; primary 
B)  generic; private-label 
C)  primary; secondary 
D)  corporate; manufacturer's 
E)  co-branded; licensed 
A)  secondary; primary 
B)  generic; private-label 
C)  primary; secondary 
D)  corporate; manufacturer's 
E)  co-branded; licensed

Question 20

A university that has separate graduate and undergraduate admission offices recognizes that these are distinct

Accepted Answer

A)  brand associations. 
B)  product lines. 
C)  product mixes. 
D)  brands. 
E)  augmented services. 
A)  brand associations. 
B)  product lines. 
C)  product mixes. 
D)  brands. 
E)  augmented services.

One key feature of the value of a strong brand is that

In the case of Band-Aid adhesive bandages,the brand name has

When a restaurant chain,Big Burgers,launches its own brand of frozen meals,this is an example of a

Jenny traded in her old car for her heart's desire,a new Lexus sedan.The Lexus is considered a specialty product.

Why is brand extension a popular marketing strategy?

One of the categories of products for which brand extension is especially logical is

A toothpaste tube is an example of a ________ package.

Salina is working to create greater brand awareness for her company's new line of fitness trackers.To increase brand awareness,the least important information that should be included in promotions is

A currently popular trend in the wine industry is house-labeled wine.Restaurants,hotel chains,and even universities now sell wine under their brand name.Is this type of brand extension a good marketing strategy? Defend your answer.

Differentiate between breadth and depth of a firm's product mix by choosing a familiar company and explaining how its products exemplify these two concepts.

A __________ is a group of associated items that consumers tend to use together or think of as part of a group of similar products.

Kellogg's sells many different breakfast cereals,including Corn Flakes,Rice Krispies,Frosted Flakes,Raisin Bran,and Special K.This is an example of the breadth of the Kellogg's product mix.

Frequent buyer / user award programs are used to

When manufacturers try to understand what customers are looking for,they are thinking about the _______ component of the product offer.

Nike sells shoes,clothing,and athletic gear.These represent the breadth of Nike's products.

Why would a huge retailer like Walmart carry national brand products?

Returnable packaging,use of 3D printing,and flexible packaging are examples of

Nora is deciding whether to purchase brand-name sneakers or a less expensive store brand.She has purchased other shoes with the same brand name in the past but was only marginally satisfied.In this situation,Nora is likely to purchase the store-brand sneakers because they offer

A package is the one a consumer uses.A package is used by retailers to display and sell the product.

A university that has separate graduate and undergraduate admission offices recognizes that these are distinct

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing,corporate Social Responsibility,and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation,targeting,and Positioning

Marketing Research

Developing New Products

Services: the Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising,public Relations,and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 11: Product,branding,and Packaging Decisions

One key feature of the value of a strong brand is that

In the case of Band-Aid adhesive bandages,the brand name has

When a restaurant chain,Big Burgers,launches its own brand of frozen meals,this is an example of a

Jenny traded in her old car for her heart's desire,a new Lexus sedan.The Lexus is considered a specialty product.

Why is brand extension a popular marketing strategy?

One of the categories of products for which brand extension is especially logical is

A toothpaste tube is an example of a ________ package.

Salina is working to create greater brand awareness for her company's new line of fitness trackers.To increase brand awareness,the least important information that should be included in promotions is

A currently popular trend in the wine industry is house-labeled wine.Restaurants,hotel chains,and even universities now sell wine under their brand name.Is this type of brand extension a good marketing strategy? Defend your answer.

Differentiate between breadth and depth of a firm's product mix by choosing a familiar company and explaining how its products exemplify these two concepts.

A __________ is a group of associated items that consumers tend to use together or think of as part of a group of similar products.

Kellogg's sells many different breakfast cereals,including Corn Flakes,Rice Krispies,Frosted Flakes,Raisin Bran,and Special K.This is an example of the breadth of the Kellogg's product mix.

Frequent buyer / user award programs are used to

When manufacturers try to understand what customers are looking for,they are thinking about the _______ component of the product offer.

Nike sells shoes,clothing,and athletic gear.These represent the breadth of Nike's products.

Why would a huge retailer like Walmart carry national brand products?

Returnable packaging,use of 3D printing,and flexible packaging are examples of

Nora is deciding whether to purchase brand-name sneakers or a less expensive store brand.She has purchased other shoes with the same brand name in the past but was only marginally satisfied.In this situation,Nora is likely to purchase the store-brand sneakers because they offer

A __________ package is the one a consumer uses.A __________ package is used by retailers to display and sell the product.

A university that has separate graduate and undergraduate admission offices recognizes that these are distinct

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing,corporate Social Responsibility,and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation,targeting,and Positioning

Marketing Research

Developing New Products

Services: the Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising,public Relations,and Sales Promotions

Personal Selling and Sales Management

Filters

A package is the one a consumer uses.A package is used by retailers to display and sell the product.