Question 1

Old Navy sells only Old Navy labeled clothing in its retail stores.The Old Navy brand is not sold in any other outlet.Old Navy is a ____ brand.

Accepted Answer

A)  generic 
B)  reseller 
C)  manufacturer 
D)  distribution 
E)  private distributor 
A)  generic 
B)  reseller 
C)  manufacturer 
D)  distribution 
E)  private distributor

Question 2

Multiple packaging encourages

Accepted Answer

A)  the consumer to try the product several times. 
B)  higher consumption of all products. 
C)  infrequent purchases. 
D)  easier handling and storing of all products. 
E)  environmentally responsible behavior. 
A)  the consumer to try the product several times. 
B)  higher consumption of all products. 
C)  infrequent purchases. 
D)  easier handling and storing of all products. 
E)  environmentally responsible behavior.

Question 3

Gorton's sells Gorton's Fish Sticks,Gorton's Fish Fillets,and Gorton Grilled Fish.This is an example of

Accepted Answer

A)  family branding. 
B)  shared naming. 
C)  individual branding. 
D)  brand extension. 
E)  single branding. 
A)  family branding. 
B)  shared naming. 
C)  individual branding. 
D)  brand extension. 
E)  single branding.

Question 4

Marketers must follow packaging technology and legislation to make modifications that ensure consumer safety.

Accepted Answer

A) True 
 B)False

Question 5

In a brand licensing arrangement,the licensee is responsible for

Accepted Answer

A)  providing the brand name to another organization for use in promoting products. 
B)  collecting the royalties from sales of the licensed products. 
C)  half of the financial losses in the event that the licensed brand is a failure. 
D)  the production,but not the marketing of the licensed product. 
E)  the manufacturing,marketing,and financing of the licensed product. 
A)  providing the brand name to another organization for use in promoting products. 
B)  collecting the royalties from sales of the licensed products. 
C)  half of the financial losses in the event that the licensed brand is a failure. 
D)  the production,but not the marketing of the licensed product. 
E)  the manufacturing,marketing,and financing of the licensed product.

Question 6

The Fair Packaging and Labeling Act focuses on the voluntary adoption of packaging standards by firms within industries.It also provides enforcement power to the Federal Trade Commission and the Food and Drug Administration,and establishes

Accepted Answer

A)  specific package colors for selected product categories. 
B)  package design approval procedures. 
C)  mandatory labeling requirements. 
D)  designated package sizes for certain product categories. 
E)  packaging regulations from the Consumer Product Safety Commission. 
A)  specific package colors for selected product categories. 
B)  package design approval procedures. 
C)  mandatory labeling requirements. 
D)  designated package sizes for certain product categories. 
E)  packaging regulations from the Consumer Product Safety Commission.

Question 7

Suggestive brand names are easier to protect legally than fanciful names.

Accepted Answer

A) True 
 B)False

Question 8

Multiple packaging interferes with handling and storage of products.

Accepted Answer

A) True 
 B)False

Question 9

Package shape,graphic design,and certain colors may be used to make a product appear taller than it actually is.

Accepted Answer

A) True 
 B)False

Question 10

Brand recognition exists when a customer is aware that the brand exists and views it as an alternative to purchase if the preferred brand is unavailable or if the other available brands are unfamiliar to the customer.

Accepted Answer

A) True 
 B)False

Question 11

To try to be creative in developing a label is not worth the effort; most people prefer products to be labeled only with the brand name and relevant consumer information.

Accepted Answer

A) True 
 B)False

Question 12

The value,measured in either marketing or financial terms,associated with a brand's strength in a market is referred to as brand

Accepted Answer

A)  loyalty. 
B)  value. 
C)  share. 
D)  equity. 
E)  association. 
A)  loyalty. 
B)  value. 
C)  share. 
D)  equity. 
E)  association.

Question 13

Private distributor brands are owned by

Accepted Answer

A)  manufacturers only. 
B)  manufacturers and retailers. 
C)  wholesalers only. 
D)  manufacturers and wholesalers. 
E)  wholesalers or retailers. 
A)  manufacturers only. 
B)  manufacturers and retailers. 
C)  wholesalers only. 
D)  manufacturers and wholesalers. 
E)  wholesalers or retailers.

Question 14

The brand name Hamburger Helper would most likely be considered

Accepted Answer

A)  arbitrary. 
B)  generic. 
C)  suggestive. 
D)  descriptive. 
E)  fanciful. 
A)  arbitrary. 
B)  generic. 
C)  suggestive. 
D)  descriptive. 
E)  fanciful.

Question 15

A package that can be used again for a different purpose than its original function is called a

Accepted Answer

A)  reusable container. 
B)  innovative package. 
C)  second-round package. 
D)  secondary-use package. 
E)  dual purpose package. 
A)  reusable container. 
B)  innovative package. 
C)  second-round package. 
D)  secondary-use package. 
E)  dual purpose package.

Question 16

The similar jar shapes for mayonnaise products are an example of category-consistent packaging.

Accepted Answer

A) True 
 B)False

Question 17

The overall challenge for marketers when developing packaging is to

Accepted Answer

A)  make it as attractive as possible to the target market of the product. 
B)  create effective,convenient packaging that appeals to customers and keeps costs low. 
C)  find ways to reduce costs as much as possible for packaging without letting safety suffer. 
D)  always be more innovative than the competitors in order to make a product stand out. 
E)  ensure that product damage is minimized during distribution. 
A)  make it as attractive as possible to the target market of the product. 
B)  create effective,convenient packaging that appeals to customers and keeps costs low. 
C)  find ways to reduce costs as much as possible for packaging without letting safety suffer. 
D)  always be more innovative than the competitors in order to make a product stand out. 
E)  ensure that product damage is minimized during distribution.

Question 18

Every aspect of a brand is subject to a marketer's control.

Accepted Answer

A) True 
 B)False

Question 19

Package characteristics shape buyer impressions of a product during use.

Accepted Answer

A) True 
 B)False

Question 20

What major issues should be considered when designing a package?

Accepted Answer

When designing a package, there are seve

Exam 13: Strategic Management of Branding and Packaging

Old Navy sells only Old Navy labeled clothing in its retail stores.The Old Navy brand is not sold in any other outlet.Old Navy is a ____ brand.

Multiple packaging encourages

Gorton's sells Gorton's Fish Sticks,Gorton's Fish Fillets,and Gorton Grilled Fish.This is an example of

Marketers must follow packaging technology and legislation to make modifications that ensure consumer safety.

In a brand licensing arrangement,the licensee is responsible for

The Fair Packaging and Labeling Act focuses on the voluntary adoption of packaging standards by firms within industries.It also provides enforcement power to the Federal Trade Commission and the Food and Drug Administration,and establishes

Suggestive brand names are easier to protect legally than fanciful names.

Multiple packaging interferes with handling and storage of products.

Package shape,graphic design,and certain colors may be used to make a product appear taller than it actually is.

Brand recognition exists when a customer is aware that the brand exists and views it as an alternative to purchase if the preferred brand is unavailable or if the other available brands are unfamiliar to the customer.

To try to be creative in developing a label is not worth the effort; most people prefer products to be labeled only with the brand name and relevant consumer information.

The value,measured in either marketing or financial terms,associated with a brand's strength in a market is referred to as brand

Private distributor brands are owned by

The brand name Hamburger Helper would most likely be considered

A package that can be used again for a different purpose than its original function is called a

The similar jar shapes for mayonnaise products are an example of category-consistent packaging.

The overall challenge for marketers when developing packaging is to

Every aspect of a brand is subject to a marketer's control.

Package characteristics shape buyer impressions of a product during use.

What major issues should be considered when designing a package?

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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