Question 1

Brand licensing agreements can fail for many reasons but usually not because of

Accepted Answer

A)  poor timing in the marketplace. 
B)  a lack of manufacturing control of the licensed product. 
C)  a strong match between the product and the licensed brand. 
D)  using the wrong types of distribution channels to market the product. 
E)  licensing the brand to too many unrelated products. 
A)  poor timing in the marketplace. 
B)  a lack of manufacturing control of the licensed product. 
C)  a strong match between the product and the licensed brand. 
D)  using the wrong types of distribution channels to market the product. 
E)  licensing the brand to too many unrelated products.

Question 2

Desirable product images can be created through the use of colors,design,shapes,and textures in packaging.

Accepted Answer

A) True 
 B)False

Question 3

Brand equity is a customer's favorable attitude toward a specific brand and,depending on strength,some likelihood of consistent purchase of the brand when needs for a product in this product category arise.

Accepted Answer

A) True 
 B)False

Question 4

A secondary-use package is defined as one that

Accepted Answer

A)  can be used as a promotional tool. 
B)  can be reused for purposes other than its initial use. 
C)  facilitates transportation,storage,and handling for middlemen. 
D)  is recyclable and environmentally safe. 
E)  promotes an overall company image. 
A)  can be used as a promotional tool. 
B)  can be reused for purposes other than its initial use. 
C)  facilitates transportation,storage,and handling for middlemen. 
D)  is recyclable and environmentally safe. 
E)  promotes an overall company image.

Question 5

All Healthy Choice products come in green boxes with the same Healthy Choice logo.This is an example of the use of

Accepted Answer

A)  category-consistent packaging. 
B)  family packaging. 
C)  multiple packaging. 
D)  family branding. 
E)  group labeling. 
A)  category-consistent packaging. 
B)  family packaging. 
C)  multiple packaging. 
D)  family branding. 
E)  group labeling.

Question 6

The Cool Whip container is an example of a secondary-use package.

Accepted Answer

A) True 
 B)False

Question 7

While grocery shopping at Albertson's grocery store,Janna sees a box that is plain in color and labeled cotton swabs.This is an example of

Accepted Answer

A)  streamline packaging. 
B)  generic branding. 
C)  store branding. 
D)  individual branding. 
E)  category-consistent packaging. 
A)  streamline packaging. 
B)  generic branding. 
C)  store branding. 
D)  individual branding. 
E)  category-consistent packaging.

Question 8

Packaging can be used to communicate symbolically the quality or premium nature of a product.

Accepted Answer

A) True 
 B)False

Question 9

When Anheuser-Busch added Michelob Light to the line of Michelob beers,the firm was using ____ branding.

Accepted Answer

A)  brand-extension 
B)  individual 
C)  exclusive 
D)  selective 
E)  existing 
A)  brand-extension 
B)  individual 
C)  exclusive 
D)  selective 
E)  existing

Question 10

In what ways can packaging be used strategically?

Accepted Answer

The answer of In what ways can packaging be used...

Question 11

Brands provide all of the following benefits for buyers except that they do not

Accepted Answer

A)  foster brand loyalty. 
B)  help identify specific products. 
C)  help buyers evaluate the quality of products. 
D)  offer psychological rewards. 
E)  reduce perceived risk of purchase. 
A)  foster brand loyalty. 
B)  help identify specific products. 
C)  help buyers evaluate the quality of products. 
D)  offer psychological rewards. 
E)  reduce perceived risk of purchase.

Question 12

The basic purpose of packaging is to create eye appeal.

Accepted Answer

A) True 
 B)False

Question 13

Use the following to answer the questions.
The Pillsbury division of General Mills has promoted its baking products through its trade character,the Pillsbury Doughboy,since 1965.He appears in television commercials touting the quality,benefits,and features of the products Pillsbury sells.Each product in the Pillsbury line,such as crescent rolls,pizza dough,biscuits,and cinnamon rolls,includes the Pillsbury name on the package.In addition to the Pillsbury name,the Pillsbury Doughboy also appears on each package,although in different poses.On the Pillsbury website,the Pillsbury Doughboy character is animated and can be seen "dancing".He can be downloaded to your personal computer or used to create your own e-card.
-Refer to Scenario 13.1.The Pillsbury brand name would be characterized as a ____ brand.

Accepted Answer

A)  private 
B)  manufacturer 
C)  store 
D)  generic 
E)  dealer 
A)  private 
B)  manufacturer 
C)  store 
D)  generic 
E)  dealer

Question 14

Brand names should be different from the company name to avoid confusion.

Accepted Answer

A) True 
 B)False

Question 15

Decisions regarding the shape and texture of a package are influenced by whether the product will be used by males or females.

Accepted Answer

A) True 
 B)False

Question 16

Why are brand names and brand marks important to the overall success of a product?

Accepted Answer

Brand names and brand marks are crucial

Question 17

Kleenex Boutique is a brand ____ of tissues made by the Kimberly-Clark Corporation.

Accepted Answer

A)  mark 
B)  identification 
C)  name 
D)  guarantee 
E)  type 
A)  mark 
B)  identification 
C)  name 
D)  guarantee 
E)  type

Question 18

Lighter colors may be used to make a package appear larger to consumers.

Accepted Answer

A) True 
 B)False

Question 19

All packaging must at a minimum

Accepted Answer

A)  protect and preserve the contents in the package. 
B)  clearly communicate the contents and the product's benefits. 
C)  be tamper-proof and safe for children. 
D)  comply with the FDA's packaging regulations. 
E)  be made out of the most cost-effective materials available. 
A)  protect and preserve the contents in the package. 
B)  clearly communicate the contents and the product's benefits. 
C)  be tamper-proof and safe for children. 
D)  comply with the FDA's packaging regulations. 
E)  be made out of the most cost-effective materials available.

Question 20

Through a series of court decisions,a hierarchy of brand protection based on brand type has been created.These brand types include all but which of the following?

Accepted Answer

A)  Arbitrary 
B)  Descriptive 
C)  Fanciful 
D)  Generic 
E)  Symbolic 
A)  Arbitrary 
B)  Descriptive 
C)  Fanciful 
D)  Generic 
E)  Symbolic

Exam 13: Strategic Management of Branding and Packaging

Brand licensing agreements can fail for many reasons but usually not because of

Desirable product images can be created through the use of colors,design,shapes,and textures in packaging.

Brand equity is a customer's favorable attitude toward a specific brand and,depending on strength,some likelihood of consistent purchase of the brand when needs for a product in this product category arise.

A secondary-use package is defined as one that

All Healthy Choice products come in green boxes with the same Healthy Choice logo.This is an example of the use of

The Cool Whip container is an example of a secondary-use package.

While grocery shopping at Albertson's grocery store,Janna sees a box that is plain in color and labeled cotton swabs.This is an example of

Packaging can be used to communicate symbolically the quality or premium nature of a product.

When Anheuser-Busch added Michelob Light to the line of Michelob beers,the firm was using ____ branding.

In what ways can packaging be used strategically?

Brands provide all of the following benefits for buyers except that they do not

The basic purpose of packaging is to create eye appeal.

Brand names should be different from the company name to avoid confusion.

Decisions regarding the shape and texture of a package are influenced by whether the product will be used by males or females.

Why are brand names and brand marks important to the overall success of a product?

Kleenex Boutique is a brand ____ of tissues made by the Kimberly-Clark Corporation.

Lighter colors may be used to make a package appear larger to consumers.

All packaging must at a minimum

Through a series of court decisions,a hierarchy of brand protection based on brand type has been created.These brand types include all but which of the following?

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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