Question 1

When compared with grade labeling, descriptive labeling:

Accepted Answer

A)  gives detailed, objective information about the product contained within the package. 
B)  is less expensive to write and print. 
C)  contains information that can be readily used in a seller's advertising program. 
D)  gives subjective information about the product contained within the package. 
E)  is simpler and easier to read.

Question 2

One of the difficulties with using family branding is that the strategy:

Accepted Answer

A)  requires the development of a variety of channels of distribution for each product. 
B)  requires a great emphasis on consistent quality. 
C)  makes it more difficult to introduce new, related products. 
D)  is useful only with consumer goods. 
E)  works only with edible products.

Question 3

Since Colgate-Palmolive markets several different types of dishwashing liquid and dishwasher detergent under the Palmolive brand name, it would be an example of family branding.

Accepted Answer

A) True 
 B)False

Question 4

The lumber Denardo bought to build his deck had the brand name Trex stamped on the end of each piece. The Trex stamp is an example of a:

Accepted Answer

A)  grade label. 
B)  brand label. 
C)  generic brand. 
D)  family brand. 
E)  descriptive label.

Question 5

Which of the following statements about product quality is True?

Accepted Answer

A)  Consumers frequently disagree about what factors constitute quality in a product. 
B)  Individual expectations have no effect on how quality is perceived. 
C)  Optimal product quality, for all companies, means that the quality of the product exceeded expectations. 
D)  Product quality has no effect on the development of an organization's differential advantage. 
E)  Personal tastes have no effect on how consumers perceive quality.

Question 6

Mary ordered prime quality steaks for her daughter's engagement party. When she picked the meat up at the butcher, she saw that her steaks were choice quality. At what kind of a label was Rosemary looking?

Accepted Answer

A)  a generic label 
B)  a brand label 
C)  a nutrition label 
D)  a descriptive label 
E)  a grade label

Question 7

The two interlocking circles that MasterCard uses on all its promotional material is an example of a brand mark.

Accepted Answer

A) True 
 B)False

Question 8

From a seller's point of view, branding:

Accepted Answer

A)  relieves the seller from the burden of maintaining consistency in quality of output. 
B)  makes it more difficult to add new products to an existing product line. 
C)  substantially reduces a seller's promotional costs. 
D)  can add a measure of prestige to otherwise ordinary commodities. 
E)  does all of the above.

Question 9

The brand itself can become an edge over competition and influence consumers to buy a product. This edge would be called a:

Accepted Answer

A)  differential advantage. 
B)  competitive maneuver. 
C)  outflanking maneuver. 
D)  market positioning strategy. 
E)  commercial feedback.

Question 10

Which of the following organizations could institute a total quality management (TQM) program to create for itself a differential advantage over its competitors?

Accepted Answer

A)  a travel agency 
B)  the U.S. Postal Service 
C)  a company that manufactures building insulation 
D)  a retail clothing store 
E)  all of the above

Question 11

In a survey, less than 10 percent of the U.S. population recognized the brand name Avia, the manufacturer of athletic shoes. This lack of recognition indicates the product lacks _____ _____.

Accepted Answer

The answer of In a survey, less than 10 percent...

Question 12

Kimberly-Clark periodically runs an ad in Writer's Digest reminding authors that Kleenex is a trademarked name. One obvious reason for this action was to:

Accepted Answer

A)  get this market to buy more tissue. 
B)  help keep the brand name Kleenex from becoming generic. 
C)  examine the possibilities of a line-extension strategy. 
D)  show the company's level of social responsibility. 
E)  make buyers out of all allergy sufferers.

Question 13

The package can serve as a "silent sales person" for a product.

Accepted Answer

A) True 
 B)False

Question 14

When Citlali picked up a box containing a bar of Irish Spring soap, he saw a list of the soap's active and inert ingredients as well as the soap's manufacturer, the fact that the box was made from 100 percent recycled paperboard, and a toll-free number to call if he had any questions about the product. Citlali saw a:

Accepted Answer

A)  grade label. 
B)  brand label. 
C)  logotype. 
D)  generic label. 
E)  descriptive label.

Question 15

A good brand name:

Accepted Answer

A)  must specifically describe the product it names. 
B)  should be foreign sounding. 
C)  should be easy to pronounce, spell, and remember. 
D)  should sound like the names of similar products to encourage consumer purchase. 
E)  should be generic in use.

Question 16

Which of the following product brands for remodeling your home best illustrates the desirable characteristics of a good brand name?

Accepted Answer

A)  SunSetter retractable patio and deck awning 
B)  Pergo flooring 
C)  Peachtree windows 
D)  Sherwin-Williams paint 
E)  Vixen Hill gazebos

Question 17

Family packaging would be most appropriate for a company:

Accepted Answer

A)  that provides a variety of financial services from tax preparation to investment advice to financial loans. 
B)  like Sara Lee that produces everything from sausage to underwear. 
C)  that limited its production to shoe polish and shoe care products. 
D)  that produces small appliances that are sold as store brands. 
E)  that sells fabricating parts to the automobile industry.

Question 18

From the manufacturer's viewpoint, selling all or part of its output under a middleman's brand:

Accepted Answer

A)  requires the existence of an excess of working capital in order to implement the sale. 
B)  may place the manufacturer at the mercy of the middleman if the majority of the company's output is . sold under the middleman's brand. 
C)  does not significantly increase the manufacturer's profit. 
D)  is best when the producer's brand names have high consumer acceptance. 
E)  gives the manufacturer greater control over its markets.

Question 19

Why does the A&P supermarket chain find it advantageous to market its own line of canned fruits and vegetables under the Ann Page name?

Accepted Answer

A)  The supermarket can sell its brands at prices below those of producers' brands and still earn satisfactory profits. 
B)  This strategy increases the likelihood the producer will heavily advertise A&P's canned products. 
C)  This strategy decreases A&P's control over its own market. 
D)  A&P's customers usually prefer producers' brands. 
E)  This strategy encourages consumers to comparison shop.

Question 20

Which of the following examples would be LEAST likely to use a family branding strategy?

Accepted Answer

A)  Ralston-Purina wants to market a line of granola cereals. 
B)  Aunt Jemima is planning on marketing a line of bread mixes. 
C)  Jergen's lotion wants to market a sunscreen. 
D)  Ragu is planning on marketing a line of toddler clothes. 
E)  Jif is introducing a line of ballpark peanuts.

Exam 10: Brands, Packaging, and Other Product Features

When compared with grade labeling, descriptive labeling:

One of the difficulties with using family branding is that the strategy:

Since Colgate-Palmolive markets several different types of dishwashing liquid and dishwasher detergent under the Palmolive brand name, it would be an example of family branding.

The lumber Denardo bought to build his deck had the brand name Trex stamped on the end of each piece. The Trex stamp is an example of a:

Which of the following statements about product quality is True?

Mary ordered prime quality steaks for her daughter's engagement party. When she picked the meat up at the butcher, she saw that her steaks were choice quality. At what kind of a label was Rosemary looking?

The two interlocking circles that MasterCard uses on all its promotional material is an example of a brand mark.

From a seller's point of view, branding:

The brand itself can become an edge over competition and influence consumers to buy a product. This edge would be called a:

Which of the following organizations could institute a total quality management (TQM) program to create for itself a differential advantage over its competitors?

In a survey, less than 10 percent of the U.S. population recognized the brand name Avia, the manufacturer of athletic shoes. This lack of recognition indicates the product lacks _ _.

Kimberly-Clark periodically runs an ad in Writer's Digest reminding authors that Kleenex is a trademarked name. One obvious reason for this action was to:

The package can serve as a "silent sales person" for a product.

A good brand name:

Which of the following product brands for remodeling your home best illustrates the desirable characteristics of a good brand name?

Family packaging would be most appropriate for a company:

From the manufacturer's viewpoint, selling all or part of its output under a middleman's brand:

Why does the A&P supermarket chain find it advantageous to market its own line of canned fruits and vegetables under the Ann Page name?

Which of the following examples would be LEAST likely to use a family branding strategy?