Question 1

The major characteristic of a private brand is that

Accepted Answer

A)  only retailers initiate and own the brand. 
B)  manufacturers are not identified on the product. 
C)  producers become involved with the marketing mix. 
D)  producers price the product. 
E)  wholesalers encourage producers to make the product available. 
A)  only retailers initiate and own the brand. 
B)  manufacturers are not identified on the product. 
C)  producers become involved with the marketing mix. 
D)  producers price the product. 
E)  wholesalers encourage producers to make the product available.

Question 2

A distinguishing factor between a brand name and a brand mark is that a brand name

Accepted Answer

A)  creates customer loyalty. 
B)  consists of words. 
C)  identifies only one item in the product mix. 
D)  is registered with the U.S.Patent and Trademark Office. 
E)  implies an organization's name. 
A)  creates customer loyalty. 
B)  consists of words. 
C)  identifies only one item in the product mix. 
D)  is registered with the U.S.Patent and Trademark Office. 
E)  implies an organization's name.

Question 3

The instruction "Refrigerate after opening" on a salad dressing label is an example of the descriptive function of labeling.

Accepted Answer

A) True 
 B)False

Question 4

Melissa needs some spaghetti sauce and always buy Ragu.However,her local supermarket is out of Ragu and since Melissa wants to get home to cook dinner she settles for Prego.Melissa has brand ____ for Ragu and brand ____ for Prego.

Accepted Answer

A)  insistence; recognition 
B)  insistence; preference 
C)  loyalty; preference 
D)  preference; recognition 
E)  preference; loyalty 
A)  insistence; recognition 
B)  insistence; preference 
C)  loyalty; preference 
D)  preference; recognition 
E)  preference; loyalty

Question 5

Traditional ketchup bottles create functional problems for the user.

Accepted Answer

A) True 
 B)False

Question 6

The most important function of packaging is

Accepted Answer

A)  offering convenience to customers. 
B)  protecting the product and maintaining its functionality. 
C)  covering the product. 
D)  communicating information to the customer. 
E)  attracting the attention of the customer. 
A)  offering convenience to customers. 
B)  protecting the product and maintaining its functionality. 
C)  covering the product. 
D)  communicating information to the customer. 
E)  attracting the attention of the customer.

Question 7

Sandwich bread would more likely be packaged in a green wrapper than a yellow one.

Accepted Answer

A) True 
 B)False

Question 8

Arm & Hammer would probably not want to use multiple packaging for its baking soda because

Accepted Answer

A)  the product is used infrequently. 
B)  storage would be more difficult. 
C)  shelf space could not be maximized. 
D)  shipping costs would increase. 
E)  the product has a short shelf life. 
A)  the product is used infrequently. 
B)  storage would be more difficult. 
C)  shelf space could not be maximized. 
D)  shipping costs would increase. 
E)  the product has a short shelf life.

Question 9

A brand name is the part of the brand that is spoken.

Accepted Answer

A) True 
 B)False

Question 10

R.J.Reynolds markets several brands of cigarettes,including Vantage,Camel,Winston,and Salem.This is an example of which type of branding policy?

Accepted Answer

A)  Generic 
B)  Individual 
C)  Family 
D)  Line family 
E)  Brand extension 
A)  Generic 
B)  Individual 
C)  Family 
D)  Line family 
E)  Brand extension

Question 11

The development of a container and graphic design for a product is called

Accepted Answer

A)  licensing. 
B)  labeling. 
C)  preparing. 
D)  packaging. 
E)  distributing. 
A)  licensing. 
B)  labeling. 
C)  preparing. 
D)  packaging. 
E)  distributing.

Question 12

The series of thick and thin lines that electronically identify many products is called a(n)

Accepted Answer

A)  stock keeping unit. 
B)  brand name identifier. 
C)  universal product code. 
D)  price bar. 
E)  inventory control symbol. 
A)  stock keeping unit. 
B)  brand name identifier. 
C)  universal product code. 
D)  price bar. 
E)  inventory control symbol.

Question 13

Marketers must balance consumer desire for convenience against environmental concerns.

Accepted Answer

A) True 
 B)False

Question 14

Lysol Basin,Tub,and Tile Cleaner and Lysol Disinfectant Spray exemplify

Accepted Answer

A)  private branding. 
B)  product brand marks. 
C)  family branding. 
D)  individual branding. 
E)  wholesaler branding. 
A)  private branding. 
B)  product brand marks. 
C)  family branding. 
D)  individual branding. 
E)  wholesaler branding.

Question 15

Recently Jose went to a neighborhood grocery store to pick up a few items.When he looked for Old Spice Ultra deodorant,it was unavailable.Although there were a number of deodorant brands available,he did not buy any deodorant.Jose's behavior indicates that he most likely has what level of brand loyalty toward Old Spice Ultra deodorant?

Accepted Answer

A)  Recognition 
B)  Resistance 
C)  Preference 
D)  Insistence 
E)  No brand loyalty 
A)  Recognition 
B)  Resistance 
C)  Preference 
D)  Insistence 
E)  No brand loyalty

Question 16

The crush-proof cylinder package for Pringle's potato chips is an example of innovative packaging.

Accepted Answer

A) True 
 B)False

Question 17

Labels facilitate product identification.

Accepted Answer

A) True 
 B)False

Question 18

What is co-branding? Explain what makes co-branding effective.

Accepted Answer

The answer of What is co-branding? Explain what makes co-branding...

Question 19

Consistency among package designs is essential for an organization's product mix.

Accepted Answer

A) True 
 B)False

Question 20

Kellogg's Rice Krispies,a ____ brand,is likely to be found next to Crispy Rice,a ____ brand that has very similar coloring and styling for its package.

Accepted Answer

A)  generic; store 
B)  manufacturer; private 
C)  dealer; private distributor 
D)  producer; house 
E)  distributor; store 
A)  generic; store 
B)  manufacturer; private 
C)  dealer; private distributor 
D)  producer; house 
E)  distributor; store

Exam 13: Strategic Management of Branding and Packaging

The major characteristic of a private brand is that

A distinguishing factor between a brand name and a brand mark is that a brand name

The instruction "Refrigerate after opening" on a salad dressing label is an example of the descriptive function of labeling.

Melissa needs some spaghetti sauce and always buy Ragu.However,her local supermarket is out of Ragu and since Melissa wants to get home to cook dinner she settles for Prego.Melissa has brand ____ for Ragu and brand ____ for Prego.

Traditional ketchup bottles create functional problems for the user.

The most important function of packaging is

Sandwich bread would more likely be packaged in a green wrapper than a yellow one.

Arm & Hammer would probably not want to use multiple packaging for its baking soda because

A brand name is the part of the brand that is spoken.

R.J.Reynolds markets several brands of cigarettes,including Vantage,Camel,Winston,and Salem.This is an example of which type of branding policy?

The development of a container and graphic design for a product is called

The series of thick and thin lines that electronically identify many products is called a(n)

Marketers must balance consumer desire for convenience against environmental concerns.

Lysol Basin,Tub,and Tile Cleaner and Lysol Disinfectant Spray exemplify

The crush-proof cylinder package for Pringle's potato chips is an example of innovative packaging.

Labels facilitate product identification.

What is co-branding? Explain what makes co-branding effective.

Consistency among package designs is essential for an organization's product mix.

Kellogg's Rice Krispies,a ____ brand,is likely to be found next to Crispy Rice,a ____ brand that has very similar coloring and styling for its 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

Filters

Melissa needs some spaghetti sauce and always buy Ragu.However,her local supermarket is out of Ragu and since Melissa wants to get home to cook dinner she settles for Prego.Melissa has brand for Ragu and brand for Prego.

Kellogg's Rice Krispies,a brand,is likely to be found next to Crispy Rice,a brand that has very similar coloring and styling for its package.