Question 1

Packages are always secondary ingredients of a marketing strategy.

Accepted Answer

A) True 
 B)False

Question 2

Identify the advantages for a retailer of having a private distributor brand,and then explain how a manufacturer can benefit by producing private distributor brands.

Accepted Answer

There are several advantages for a retai

Question 3

A brand name should indicate the product's major benefits.

Accepted Answer

A) True 
 B)False

Question 4

The Food and Drug Administration requires that food processors indicate the amount of carbohydrates,calories,and fat in a product.

Accepted Answer

A) True 
 B)False

Question 5

Packaging that is designed to flow through the distribution channel easily is called ____ packaging.

Accepted Answer

A)  category-consistent 
B)  multiple 
C)  innovative 
D)  handling-improved 
E)  logistic 
A)  category-consistent 
B)  multiple 
C)  innovative 
D)  handling-improved 
E)  logistic

Question 6

Twin-packs and six-packs are examples of

Accepted Answer

A)  family packaging. 
B)  group packaging. 
C)  package bundling. 
D)  family branding. 
E)  multiple packaging. 
A)  family packaging. 
B)  group packaging. 
C)  package bundling. 
D)  family branding. 
E)  multiple packaging.

Question 7

Traditionally,the main advantage of a private brand over a manufacturer brand was the ____,but this advantage is gradually diminishing.

Accepted Answer

A)  better price 
B)  higher quality 
C)  more accessible distribution 
D)  straightforward labeling 
E)  friendlier customer service 
A)  better price 
B)  higher quality 
C)  more accessible distribution 
D)  straightforward labeling 
E)  friendlier customer service

Question 8

Another common name for a private distributor brand is a ____ brand.

Accepted Answer

A)  home 
B)  manufacturer 
C)  generic 
D)  store 
E)  label 
A)  home 
B)  manufacturer 
C)  generic 
D)  store 
E)  label

Question 9

Brand equity helps give a brand the power to capture and maintain a consistent market share,which provides stability to an organization's sales volume.

Accepted Answer

A) True 
 B)False

Question 10

Registration of a trademark with the U.S.Patent and Trademark Office protects trademarks domestically for ____ years with indefinite renewals.

Accepted Answer

A)  two 
B)  thirty 
C)  eighteen 
D)  five 
E)  ten 
A)  two 
B)  thirty 
C)  eighteen 
D)  five 
E)  ten

Question 11

The production of private distributor brands for resellers may allow a manufacturer to use excess capacity efficiently.

Accepted Answer

A) True 
 B)False

Question 12

A red-and-white label on a soup can is an example of innovative packaging.

Accepted Answer

A) True 
 B)False

Question 13

A ____ brand usually requires a producer to become involved in distribution,promotion,and pricing decisions.

Accepted Answer

A)  dealer 
B)  manufacturer 
C)  private distributor 
D)  store 
E)  wholesaler 
A)  dealer 
B)  manufacturer 
C)  private distributor 
D)  store 
E)  wholesaler

Question 14

What degree of brand loyalty is the strongest and most desired by marketers?

Accepted Answer

A)  Preference 
B)  Requirement 
C)  Awareness 
D)  Insistence 
E)  Recognition 
A)  Preference 
B)  Requirement 
C)  Awareness 
D)  Insistence 
E)  Recognition

Question 15

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.Which of the following is not a function of the packaging strategy chosen by Silk Soymilk?

Accepted Answer

A)  It protects and preserves the product. 
B)  It offers convenience to customers. 
C)  It's size and shape help make storage easier. 
D)  It is less harmful to the environment. 
E)  It most likely appeals to children and those with active lifestyles. 
A)  It protects and preserves the product. 
B)  It offers convenience to customers. 
C)  It's size and shape help make storage easier. 
D)  It is less harmful to the environment. 
E)  It most likely appeals to children and those with active lifestyles.

Question 16

What functions do packages perform? Why are packaging considerations important to marketers?

Accepted Answer

Packages perform several functions for p

Question 17

Private distributor,generic,and manufacturer are the three types of

Accepted Answer

A)  equity. 
B)  brands. 
C)  producers. 
D)  packaging. 
E)  trade names. 
A)  equity. 
B)  brands. 
C)  producers. 
D)  packaging. 
E)  trade names.

Question 18

Discuss the branding policies marketers can use.What are the advantages and disadvantages of each?

Accepted Answer

Branding policies are essential for mark

Question 19

Multiple packaging is

Accepted Answer

A)  likely to decrease serving size. 
B)  the same as family packaging. 
C)  likely to increase demand. 
D)  the most effective type of packaging for decreasing demand. 
E)  the most expensive type of packaging. 
A)  likely to decrease serving size. 
B)  the same as family packaging. 
C)  likely to increase demand. 
D)  the most effective type of packaging for decreasing demand. 
E)  the most expensive type of packaging.

Question 20

The talking gecko used by Geico Insurance facilitates the development of

Accepted Answer

A)  brand associations. 
B)  perceived brand quality. 
C)  product preference. 
D)  manufacturer brands. 
E)  product equity. 
A)  brand associations. 
B)  perceived brand quality. 
C)  product preference. 
D)  manufacturer brands. 
E)  product equity.

Exam 13: Strategic Management of Branding and Packaging

Packages are always secondary ingredients of a marketing strategy.

Identify the advantages for a retailer of having a private distributor brand,and then explain how a manufacturer can benefit by producing private distributor brands.

A brand name should indicate the product's major benefits.

The Food and Drug Administration requires that food processors indicate the amount of carbohydrates,calories,and fat in a product.

Packaging that is designed to flow through the distribution channel easily is called ____ packaging.

Twin-packs and six-packs are examples of

Traditionally,the main advantage of a private brand over a manufacturer brand was the ____,but this advantage is gradually diminishing.

Another common name for a private distributor brand is a ____ brand.

Brand equity helps give a brand the power to capture and maintain a consistent market share,which provides stability to an organization's sales volume.

Registration of a trademark with the U.S.Patent and Trademark Office protects trademarks domestically for ____ years with indefinite renewals.

The production of private distributor brands for resellers may allow a manufacturer to use excess capacity efficiently.

A red-and-white label on a soup can is an example of innovative packaging.

A ____ brand usually requires a producer to become involved in distribution,promotion,and pricing decisions.

What degree of brand loyalty is the strongest and most desired by marketers?

What functions do packages perform? Why are packaging considerations important to marketers?

Private distributor,generic,and manufacturer are the three types of

Discuss the branding policies marketers can use.What are the advantages and disadvantages of each?

Multiple packaging is

The talking gecko used by Geico Insurance facilitates the development of

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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