Question 1

A grade label:

Accepted Answer

A)  identifies the quality of a product with a letter, number, or word. 
B)  gives information on the quantity and content of a package. 
C)  must be approved by the Federal Trade Commission. 
D)  contains written or illustrated information about the use and construction of a product. 
E)  must be on every package of food according to the Fair Packaging and Labeling Act.

Question 2

Many of the roses used in floral arrangements by U.S. florists are grown in Ecuador. An Ecuadorian company called Farm Connection is trying to develop a brand preference for its roses. To do this, it could:

Accepted Answer

A)  market primarily under middlemen's brands. 
B)  use a market augmentation strategy. 
C)  license the use of its name to other floral growers. 
D)  create consumer awareness of the superiority of Farm Connection brand roses. 
E)  use a penetration strategy.

Question 3

The mylar inflatable balloon that Raelene got for a Valentine's Day gift was stamped in black with the name Pioneer Balloons. The black Pioneer Balloons stamp is an example of a:

Accepted Answer

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

Question 4

The promotion of the use of Red Star Yeast on packages of Krusteaz bread machine mixes is an example of cobranding.

Accepted Answer

A) True 
 B)False

Question 5

Based on the desirable characteristics of a good brand name, which of the following brand names is LEAST likely to be successful?

Accepted Answer

A)  Soft Sense lotion 
B)  Colorstay lipstick 
C)  Watchamacallit candy bar 
D)  ServiceMaster cleaning service 
E)  Glass Plus cleaner

Question 6

Which of the following is an example of a brand mark?

Accepted Answer

A)  the stylized eagle found on U.S. Post Office trucks, boxes, and promotional material 
B)  the R in a circle that appears after many product names 
C)  the "Farmer Owned. Proudly Grown." phrase that appears in Birds Eye ads 
D)  the nutritional information on a box of granola bars 
E)  the expiration date stamped on a carton of milk

Question 7

Brand equity is the value a brand adds to a product.

Accepted Answer

A) True 
 B)False

Question 8

The biggest potential drawback to cobranding is:

Accepted Answer

A)  the risk of damaging a brand name if the cooperative endeavor fails. 
B)  the creation of a differential advantage over competitors. 
C)  lower revenue to both participants. 
D)  an inability to participate in any other licensing agreement. 
E)  the fact that this arrangement can sometimes be legally defined as a tying contract.

Question 9

According to the textbook, brands:

Accepted Answer

A)  can be licensed only if they are classified as generic. 
B)  can be classified on the basis of who owns them. 
C)  are usually classified on the basis of who buys the product. 
D)  are not legally protected. 
E)  are legally protected as long as they can be vocalized.

Question 10

For the licensor and the licensee, trademark licensing is useful because the strategy:

Accepted Answer

A)  requires the licensee to pay all promotional costs. 
B)  improves the likelihood of the success of a new product. 
C)  does not create any additional costs. 
D)  promotes social responsibility goals. 
E)  shortens the new-product development process significantly.

Question 11

The Cattlemen's Beef Board--has developed a logo and tells consumers to "Look for the sign of a great meal." The logo is the word BEEF and the silhouette of a cow's head in a circle--around the exterior of the circle is written the words MARK OF QUALITY. Why did this organization go to the expense of developing this logo?

Accepted Answer

A)  to create a producers' trademark 
B)  to differentiate its products from other producers 
C)  to initiate a multiple-brand strategy 
D)  to maintain quality control standards 
E)  to respond to branding requirements made by revisions of the Lanham Act

Question 12

Which of the following foods is LEAST likely to have a nutrition label?

Accepted Answer

A)  Miracle Whip salad dressing 
B)  a head of lettuce 
C)  a loaf of bread 
D)  Baker's chocolate 
E)  Tropicana juices

Question 13

Miller sells its Miller Lite brand beer in packages of 24. This 24-pack strategy allows Miller to:

Accepted Answer

A)  meet strict federal, state, and local government health regulations. 
B)  stimulate repeat purchases. 
C)  gain eye-level retail shelf space. 
D)  protect a product from spoilage. 
E)  increase total sales of a product.

Question 14

All LifeSavers candy with a hole is sold in small cylindrical packaging with the name displayed lengthwise on the package. This is an example of _____ packaging.

Accepted Answer

A)  generic 
B)  convenience 
C)  relational 
D)  family 
E)  descriptive

Question 15

Ralston-Purina puts a checkerboard on all of the brands of cereals it manufactures. This is an example of _____ branding.

Accepted Answer

A)  national 
B)  private 
C)  multiple 
D)  individual 
E)  family

Question 16

Assume Kellogg's is planning to market a line of mobile phones. Which of the following brand strategies would Kellogg's be LEAST likely to use?

Accepted Answer

A)  a retailer's brand 
B)  a generic brand name 
C)  a wholesaler's brand 
D)  family branding with the Kellogg's name 
E)  an individual brand name

Question 17

What should a manufacturer of $200 leather purses do when poor-quality, counterfeit versions of its products show up at flea markets selling at one-tenth of the manufacturer's price?

Accepted Answer

A)  It should freeze the counterfeiter's financial assets. 
B)  It should take legal action against the counterfeit product manufacturer. 
C)  It should join in lobbying Congress for legislation to outlaw flea markets. 
D)  It should seize all of the counterfeit products. 
E)  It should consider counterfeiting as one of the normal costs of doing business.

Question 18

The headline on the Xerox ad declared, "You can't Xerox a Xerox on a Xerox." Why would Xerox use its valuable advertising dollars to run such an ad in The Wall Street Journal?

Accepted Answer

A)  to get business people to buy more copying machines 
B)  to help keep the brand name Xerox from becoming generic 
C)  to create name recognition 
D)  to show the company's high level of social responsibility 
E)  to show that large corporations can have a sense of humor

Question 19

What kind of branding strategies can the manufacturers of Forever storm doors, Armstrong flooring, and Trex Wood-Polymer lumber most effectively use?

Accepted Answer

A)  Use a market aggregation strategy. 
B)  Use a multiple packaging strategy. 
C)  Avoid incurring any promotional costs. 
D)  Sell in the consumer market as a replacement good. 
E)  Sell only in the business market.

Question 20

The maker of Lava soap makes several different hand-cleaning products, including Lava heavy-duty hand cleaner towels, all under the Lava brand. This is an example of the use of:

Accepted Answer

A)  a family branding strategy. 
B)  a market aggregation strategy. 
C)  a multiple-brand strategy. 
D)  mass marketing. 
E)  single-segment marketing.

Exam 10: Brands, Packaging, and Other Product Features