Question 1

Competition between manufacturer brands and private distributor brands is becoming more intense in several major categories.

Accepted Answer

A) True 
 B)False  True

Question 2

The full and legal name of an organization is called the

Accepted Answer

A)  trademark. 
B)  legal title. 
C)  organizational name. 
D)  brand name. 
E)  trade name. 
A)  trademark. 
B)  legal title. 
C)  organizational name. 
D)  brand name. 
E)  trade name. E

Question 3

When ____ branding is used,each of a firm's products is branded with at least part of the same name.

Accepted Answer

A)  individual 
B)  trademark 
C)  family 
D)  selective 
E)  brand-extension 
A)  individual 
B)  trademark 
C)  family 
D)  selective 
E)  brand-extension C

Question 4

The UPC symbol is used by retailers for price and inventory control purposes.

Accepted Answer

A) True 
 B)False

Question 5

An agreement in which one company allows another to use its brand on other products for a fee is called

Accepted Answer

A)  co-branding. 
B)  brand extension. 
C)  brand licensing. 
D)  trademark licensing. 
E)  cooperative branding. 
A)  co-branding. 
B)  brand extension. 
C)  brand licensing. 
D)  trademark licensing. 
E)  cooperative branding.

Question 6

To promote overall company image,packages of Pillsbury cake and cookie mixes have similar designs and colors.This approach is known as

Accepted Answer

A)  family branding. 
B)  brand managing. 
C)  line consistency. 
D)  family packaging. 
E)  product grouping. 
A)  family branding. 
B)  brand managing. 
C)  line consistency. 
D)  family packaging. 
E)  product grouping.

Question 7

Joe is an athlete who plays a variety of sports that all require various athletic shoes.He has a favorable attitude toward Nike shoes.This favorable attitude is called brand

Accepted Answer

A)  loyalty. 
B)  recognition. 
C)  preference. 
D)  insistence. 
E)  equity. 
A)  loyalty. 
B)  recognition. 
C)  preference. 
D)  insistence. 
E)  equity.

Question 8

Which of the following statements about labeling is false?

Accepted Answer

A)  The label can be used to facilitate the identification of a product. 
B)  Labels do not have to disclose nutritional information. 
C)  The label indicates the quality of the product. 
D)  Labeling is used to describe the product. 
E)  The label can play a promotional function. 
A)  The label can be used to facilitate the identification of a product. 
B)  Labels do not have to disclose nutritional information. 
C)  The label indicates the quality of the product. 
D)  Labeling is used to describe the product. 
E)  The label can play a promotional function.

Question 9

Which of the following is a primary factor specific to services in choosing a brand name?

Accepted Answer

A)  The service brand is usually the same as the company name so it must be flexible enough to fit several services. 
B)  The name must convey an image of great customer service because this is more important for services than for goods. 
C)  The name should be distinctive and set the company apart from potential competitors. 
D)  Shortness and conciseness are extremely important when choosing brand names for services so that they can easily be remembered. 
E)  Service brands are much more difficult to protect legally,so marketers must focus on creating brands with made-up words or a combination of letters and numbers. 
A)  The service brand is usually the same as the company name so it must be flexible enough to fit several services. 
B)  The name must convey an image of great customer service because this is more important for services than for goods. 
C)  The name should be distinctive and set the company apart from potential competitors. 
D)  Shortness and conciseness are extremely important when choosing brand names for services so that they can easily be remembered. 
E)  Service brands are much more difficult to protect legally,so marketers must focus on creating brands with made-up words or a combination of letters and numbers.

Question 10

Marketers may use brand names that have absolutely no meaning to avoid negative connotations.

Accepted Answer

A) True 
 B)False

Question 11

____ occurs when two or more brands are placed on a single product.

Accepted Answer

A)  Brand extension 
B)  Brand licensing 
C)  Line family branding 
D)  Co-branding 
E)  Cohort branding 
A)  Brand extension 
B)  Brand licensing 
C)  Line family branding 
D)  Co-branding 
E)  Cohort branding

Question 12

The use of darker colors in packaging design makes the package appear smaller to consumers.

Accepted Answer

A) True 
 B)False

Question 13

Use the following to answer the questions.
When Silk Soymilk began packaging its chocolate milk in single-serving sizes,the company chose drink boxes that did not need refrigeration.The boxes were only sold in shrink-wrapped sets of six.Single boxes were not available at grocery stores or convenience markets.Once the Silk chocolate product was selling well,they also began offering the Silk Soymilk vanilla flavor in the same type packaging.The Silk Soymilk brand,logo,and look of the boxes were the same as its larger half-gallon versions.The only difference in packaging style was the brown color for chocolate milk and the color white for vanilla.
-Refer to Scenario 13.2.Silk Soymilk's strategy of packaging all its products in a similar design is known as ____ packaging.

Accepted Answer

A)  overall 
B)  individual 
C)  genetic 
D)  family 
E)  multiple 
A)  overall 
B)  individual 
C)  genetic 
D)  family 
E)  multiple

Question 14

Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand,will accept no substitute,and is willing to spend a great deal of time and effort to acquire that brand.

Accepted Answer

A) True 
 B)False

Question 15

What is the relationship between brand loyalty and brand equity?

Accepted Answer

Brand loyalty and brand equity are close

Question 16

What is brand loyalty? Explain the three degrees of brand loyalty.

Accepted Answer

The answer of What is brand loyalty? Explain the three...

Question 17

The Federal Trade Commission is solely responsible for establishing and enforcing packaging regulations.

Accepted Answer

A) True 
 B)False

Question 18

Craftsman tools,sold and branded by Sears,is an example of a ____ brand.

Accepted Answer

A)  manufacturer 
B)  generic 
C)  wholesaler 
D)  private distributor 
E)  regional 
A)  manufacturer 
B)  generic 
C)  wholesaler 
D)  private distributor 
E)  regional

Question 19

The label on a soft drink reads,"cool and refreshing." For what reason is this phrase used?

Accepted Answer

A)  To provide product use information 
B)  To encourage multiple purchases 
C)  To promote the product 
D)  To satisfy legal requirements 
E)  To encourage the proper consumption patterns of the product 
A)  To provide product use information 
B)  To encourage multiple purchases 
C)  To promote the product 
D)  To satisfy legal requirements 
E)  To encourage the proper consumption patterns of the product

Question 20

A customer who really wants to buy a certain brand but will settle for others if her first choice is unavailable displays brand

Accepted Answer

A)  recognition. 
B)  acceptance. 
C)  preference. 
D)  insistence. 
E)  acknowledgement. 
A)  recognition. 
B)  acceptance. 
C)  preference. 
D)  insistence. 
E)  acknowledgement.

Exam 13: Strategic Management of Branding and Packaging

Competition between manufacturer brands and private distributor brands is becoming more intense in several major categories.

The full and legal name of an organization is called the

When ____ branding is used,each of a firm's products is branded with at least part of the same name.

The UPC symbol is used by retailers for price and inventory control purposes.

An agreement in which one company allows another to use its brand on other products for a fee is called

To promote overall company image,packages of Pillsbury cake and cookie mixes have similar designs and colors.This approach is known as

Joe is an athlete who plays a variety of sports that all require various athletic shoes.He has a favorable attitude toward Nike shoes.This favorable attitude is called brand

Which of the following statements about labeling is false?

Which of the following is a primary factor specific to services in choosing a brand name?

Marketers may use brand names that have absolutely no meaning to avoid negative connotations.

____ occurs when two or more brands are placed on a single product.

The use of darker colors in packaging design makes the package appear smaller to consumers.

Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand,will accept no substitute,and is willing to spend a great deal of time and effort to acquire that brand.

What is the relationship between brand loyalty and brand equity?

What is brand loyalty? Explain the three degrees of brand loyalty.

The Federal Trade Commission is solely responsible for establishing and enforcing packaging regulations.

Craftsman tools,sold and branded by Sears,is an example of a ____ brand.

The label on a soft drink reads,"cool and refreshing." For what reason is this phrase used?

A customer who really wants to buy a certain brand but will settle for others if her first choice is unavailable displays brand

Strategic Marketing Management

Developing and Implementing Marketing Strategies

The Global Marketing Environment

Information for Marketing Decisions

Selecting Target Markets

Consumer Behavior

Business Buying Behavior

International Marketing

Digital Marketing and Social Media

Product Decisions

Strategic Product Management

Services Marketing

A Supply Chain Management and Marketing Channels

B Supply Chain Management and Marketing Channels

A Retailing,wholesaling and Direct Marketing

B Retailing,wholesaling and Direct Marketing

Integrated Marketing Communications

Advertising and Publicrelations

Personal Selling and Sales Promotion

Strategic Pricing Management

Pricingdecisions

Global Issues,social Responsibility and Marketing

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