MKTG CH. 14
Federal laws require the disclosure of nutritional information on labels. So far, evidence on this matter
have shown mixed results about the use of this information.
When a firm uses a policy of naming each product differently, this strategy is called ___________ branding.
individual
T F To try to be creative in developing a label is not worth the effort; most people prefer products to be labeled only with the brand name and relevant consumer information.
F
What is the most protectable brand type as determined by a series of court decisions?
Fanciful
In the packaging for a new line of beef jerky, Hormel should avoid the use of which color?
Green
Regarding the factors that marketers consider when selecting a brand name, which one does the toilet bowl sanitizer 2000 Flushes best fulfill?
Indicating the product's major benefits
R. J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and Salem. This is an example of which type of branding policy?
Individual
Labeling is important for three specific reasons, including promotional and legal reasons. What is the third reason?
Informational
T F Compared to an unfamiliar brand, a familiar brand is more likely to be selected by a customer because it often is viewed as reliable and of acceptable quality.
T
T F Competition between manufacturer brands and private distributor brands is becoming more intense in several major categories.
T
T F Customers use brands to help judge product quality.
T
T F Decisions regarding the shape and texture of a package are influenced by whether the product will be used by males or females
T
T F Desirable product images can be created through the use of colors, design, shapes, and textures in packaging.
T
T F Distribution capabilities can increase as a result of co-branding, which is an advantage for participating partners.
T
T F Environmental concerns brought about the marketing of cleaning products in concentrated form.
T
T F Family branding occurs when all of a firm's products are branded with all or part of the same name.
T
T F Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality, and brand associations.
T
T F Green Giant is an example of a private distributor brand
T
T F Individual branding facilitates market segmentation.
T
T F Labeling and packaging are closely interrelated
T
T F Labels facilitate product identification.
T
T F Lighter colors may be used to make a package appear larger to consumerS
T
T F Marketers may use brand names that have absolutely no meaning to avoid negative connotations.
T
T F Marketers must balance consumer desire for convenience against environmental concerns.
T
T F Marketers must follow packaging technology and legislation to make modifications that ensure consumer safety.
T
T F Package characteristics shape buyer impressions of a product during use.
T
T F Package safety or convenience features can perform a promotional role.
T
T F Package shape, graphic design, and certain colors may be used to make a product appear taller than it actually is.
T
T F Packaging can be used to communicate symbolically the quality or premium nature of a product.
T
T F Service marketers frequently use symbols in combination with brand names.
T
T F The Cool Whip container is an example of a secondary-use package.
T
T F The Food and Drug Administration requires that food processors indicate the amount of carbohydrates, calories, and fat in a product.
T
T F The UPC symbol is used by retailers for price and inventory control purposes.
T
T F The brand name "Minute Rice" would be more difficult to protect legally than "Exxon."
T
T F The crush-proof cylinder package for Pringle's potato chips is an example of innovative packaging.
T
T F The instruction "Refrigerate after opening" on a salad dressing label is an example of the descriptive function of labeling.
T
T F The production of private distributor brands for resellers may allow a manufacturer to use excess capacity efficiently.
T
T F The similar jar shapes for mayonnaise products are an example of category-consistent packaging.
T
T F The term "cultural branding" describes how a brand conveys a powerful myth that consumers find useful in cementing their identities.
T
T F The use of darker colors in packaging design makes the package appear smaller to consumers.
T
T F To gain customer acceptance, the two brands involved in co-branding must represent a complementary fit in the minds of buyers
T
T F Traditional ketchup bottles create functional problems for the user.
T
T F When a firm's packages are designed to appear to be quite similar, the firm is using family packaging
T
Of the following choices, which would be the easiest brand name to legally protect?
Tarzink Yogurt
In a brand licensing arrangement, the licensee is responsible for
the manufacturing, marketing, and financing of the licensed product.
Which one of the following is not a benefit of multiple packaging?
Conveys an overall image of the firm
When Anheuser-Busch added Michelob Light to the line of Michelob beers, the firm was using ___________ branding.
brand-extension
___________ occurs when two or more brands are placed on a single product.
Co-branding
When a firm uses an existing brand name as part of a brand name for a new product, this is called ___________ branding.
brand-extension
Which of the following should be the least important concern for marketers when selecting a brand name?
Developing an advertising campaign to introduce the name
T F Packages are always secondary ingredients of a marketing strategy.
F
T F Recently, buyers have shown an unwillingness to pay more for improved packaging.
F
T F Registration of a brand with the U.S. Patent and Trademark Office provides a firm with worldwide rights to use that brand for a specified time period.
F
T F Sandwich bread would more likely be packaged in a green wrapper than a yellow one.
F
T F Store brands appeal mainly to lower-income, price-conscious customers.
F
T F Suggestive brand names are easier to protect legally than fanciful names.
F
T F The Federal Trade Commission is solely responsible for establishing and enforcing packaging regulations.
F
T F The basic purpose of packaging is to create eye appeal.
F
The amount of annual losses companies suffer from counterfeit products is estimated to be
$250-$350 billion.
T F The brands used for co-branding cannot be owned by the same company.
F
When designing a package, which characteristic is least important?
An association with the company's brand mark
___________ packaging means that the product is packaged in line with the packaging practices associated with a particular product category.
Category-consistent
Trying to link a motorcycle brand like Harley-Davidson to a food brand like Healthy Choice would be considered a poor decision in this type of branding.
Co-branding
T F The words "Grade A Eggs" on an egg carton fulfill a legal requirement of labeling
F
T F A brand name like "Northwest Airlines" provides greater flexibility than the brand name "Humana."
F
T F A brand name used for a product line should be compatible with most of the products in the line.
F
T F A red-and-white label on a soup can is an example of innovative packaging.
F
T F A unique cap or applicator is an example of secondary-use packaging.
F
T F Although difficult to measure, brand loyalty represents the value of a brand to an organization.
F
T F 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.
F
T F Brand names should be different from the company name to avoid confusion.
F
T F Brand preference is the strongest form or degree of brand loyalty.
F
T F By law, manufacturers must be identified on the labels of private brands.
F
T F Consistency among package designs is essential for an organization's product mix
F
T F Every aspect of a brand is subject to a marketer's control.
F
T F Family packaging cannot be used for individual product lines; it must apply to the entire product mix of the firm
F
T F Kenmore is an example of a manufacturer brand.
F
T F Labeling is most important for branding reasons.
F
T F Labeling is used to perform only two roles: to promote and to inform.
F
T F Multiple packaging interferes with handling and storage of products.
F
T F Nutritional information on labels is required by law, though consumers are indifferent to its availability.
F
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?
Insistence
What degree of brand loyalty is the strongest and most desired by marketers?
Insistence
Which of the following is not a function of the packaging strategy chosen by Silk Soymilk?
It is less harmful to the environment.
How does brand loyalty typically effect a customer's purchase decisions?
It shortens the amount of time and reduces the risk.
Many brand names have become so common that they are now generic terms for a particular product category. Which of the following is the best example of this?
Jell-O
Which of the following statements about labeling is false?
Labels do not have to disclose nutritional information.
Which of the following products is an example of a manufacturer brand?
Pioneer stereos
Private distributor brands are owned by retailers and do not identify the manufacturer of the product. Which of the following is an example of a private distributor brand?
Sears Kenmore washers
Besides generic names, what other types of names are very difficult to protect?
Surnames and geographic names
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?
Symbolic
T F A Jeep leather jacket is an example of brand licensing.
T
T F A brand name is the part of the brand that is spoken.
T
T F A brand name should indicate the product's major benefits
T
T F A generic brand indicates only the product category.
T
T F A package can be used to attract customers' attention.
T
T F A service brand name must be flexible enough to encompass not only current services offered, but possible future ones as well.
T
T F Apple Computer is an example of a manufacturer brand
T
T F 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
T
T F Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand, will accept no substitute, and is willing to spend a great deal of time and effort to acquire that brand.
T
T F Brand insistence is the strongest degree of brand loyalty but the least common type of brand loyalty
T
T F Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.
T
T F Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive offerings and will purchase this brand if available.
T
T F Brand recognition exists when a customer is aware that the brand exists and views it as an alternative to purchase if the preferred brand is unavailable or if the other available brands are unfamiliar to the customer.
T
T F Co-branding capitalizes on the trust that customers have in both companies involved, especially when the brands complement one another in the mind of the buyer.
T
Which of the following issues is least important in using co-branding effectively?
The brands involved should be owned by different companies.
To use co-branding effectively, which one of the following is probably least important?
The brands involved should be owned by two or more organizations.
Which of the following is a primary factor specific to services in choosing a brand name?
The service brand is usually the same as the company name so it must be flexible enough to fit several services.
The label on a soft drink reads, "cool and refreshing." For what reason is this phrase used?
To promote the product
Which of the following laws was enacted by Congress in 1988 to strengthen trademark protection?
Trademark Law Revision Act
The most recent act passed by Congress that addresses the protection of trademarks is the
Trademark Law Revision Act.
Which of the following types of products would be the most difficult to brand?
Wheat
Private distributor, generic, and manufacturer are the three types of
brands
If Silk Soymilk were to begin offering Silk Soymilk Chocolate Ice Cream Bars, this would be an example of
a brand extension.
A major advantage of using individual branding is that
a poor quality product will not contaminate all of the company's other products with negative images.
Brand licensing agreements can fail for many reasons but usually not because of
a strong match between the product and the licensed brand.
Many manufacturers that produce their own brand
also produce products for private distributor brands.
Healthy Choice is a ____ manufactured by ConAgra Foods, which is a ____.
brand name; trade name
Traditionally, the main advantage of a private brand over a manufacturer brand was the _____, but this advantage is gradually diminishing.
better price
Packages designed to appeal to children often usE
bold designs and primary colors.
The talking gecko used by Geico Insurance facilitates the development of
brand associations.
An agreement in which one company allows another to use its brand on other products for a fee is called
brand licensing.
If Hanes, a manufacturer of t-shirts, were to begin producing a t-shirt with the trade character Pillsbury Doughboy on the front, this would be an example of
brand licensing.
If Ralph Lauren, a designer of fine clothing, authorized Dan River Mills to market a line of sheets under the Ralph Lauren name - this arrangement is an example of
brand licensing.
Marvel Comics allowed various organizations to use its Spiderman and Incredible Hulk characters to market a wide variety of toys and clothing items. Marvel Comics received a percentage of the gross revenues. This is
brand licensing.
McDonald's golden arches are a classic example of a
brand mark
The part of a brand that can be spoken including letters, numbers, and words is the
brand name
A secondary-use package is defined as one that
can be reused for purposes other than its initial use.
Garments must be labeled with the country of manufacture, fabric content, and
care instructions.
Customers will more easily recognize a new product as belonging to a particular product category if the marketers use
category-consistent packaging.
Betty Crocker Brownie mix that contains real Hershey's syrup is an example of
co-branding
Ford Explorer vehicles that are Eddie Bauer versions exemplify
co-branding
When a product tries to capitalize on the brand equity of two separate brands, marketers are using
co-branding
All packaging must at a minimum
comply with the FDA's packaging regulations.
At one time, generic brands represented about 10 percent of all retail grocery sales. Today they account for
considerably less.
Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's _____ than an unfamiliar brand.
consideration set
A distinguishing factor between a brand name and a brand mark is that a brand name
consists of words.
Packaging is most important, as a strategic tool, for
consumer convenience products.
Individual-sized boxes and packages that do not require refrigeration are both benefits of the ____ function of packaging.
convenience
The overall challenge for marketers when developing packaging is to
create effective, convenient packaging that appeals to customers and keeps costs low.
The spray bottle for Windex Glass Cleaner could be considered a secondary-use package because
customers can reuse it for other purposes.
When a customer is aware that a brand exists and considers it a possibility if his preferred brand is out, he exhibits brand
recognition.
Multiple packaging encourages
the consumer to try the product several times.
The well-known brand AT&T (American Telephone and Telegraph) would most likely be classified as
descriptive
Kleenex Boutique is a brand ___________ of tissues made by the Kimberly-Clark Corporation
name
The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand
equity
Planters is concerned that acquiring a taste for its new product, honey-roasted macadamia nuts, takes time. Planters should use ___________ packaging for its new product.
family
Silk Soymilk's strategy of packaging all its products in a similar design is known as ___________ packaging
family
When ___________ branding is used, each of a firm's products is branded with at least part of the same name.
family
The Pillsbury branding policy is most likely
family branding
Gorton's sells Gorton's Fish Sticks, Gorton's Fish Fillets, and Gorton Grilled Fish. This is an example of
family branding.
Lysol Basin, Tub, and Tile Cleaner and Lysol Disinfectant Spray exemplify
family branding.
A firm may decide that all packages should be similar and include one major element of the same design. This approach to promote an overall company image is called
family packaging.
All Healthy Choice products come in green boxes with the same Healthy Choice logo. This is an example of the use of
family packaging.
To promote overall company image, packages of Pillsbury cake and cookie mixes have similar designs and colors. This approach is known as
family packaging.
Brands provide all of the following benefits for buyers except that they do not
foster brand loyalty.
The package design of a bag of flour would most likely be criticized for being
functionally deficient
A ___________ brand type is considered the least protectable under existing trademark regulations.
generic
A package of aluminum foil at Kroger grocery store has no brand name on the package. This product is an example of a _________ brand.
generic
A product that is simply labeled with the product category is considered a
generic brand
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
generic branding
Nathan recently purchased a floor lamp from Wal-Mart. The floor lamp came in a compact cardboard box and assembly was required. This is an example of _____ packaging.
handling-improved
Packaging that is designed to flow through the distribution channel easily is called ____ packaging.
handling-improved
A no-drip spout on a bottle of liquid Tide laundry detergent is an example of __________ packaging.
innovative
Dutch Boy house paint comes in plastic jugs that effectively stop dripping and are easy for the customer to hold and pour. This is an example of ______ packaging.
innovative
A customer must have a particular brand and will accept no substitutes. This is termed brand
insistence
The three levels of brand loyalty from strongest to weakest are
insistence, preference, recognition.
Compared to creating and developing a brand from scratch, a firm sometimes buys a brand from another company at a premium price because outright purchase is
less expensive and less risky.
Multiple packaging is
likely to increase demand
Brand ___________ is a customer's favorable attitude toward a specific brand and, depending on its strength, some likelihood of the consistent purchase of this brand.
loyalty
In marketing, family packaging means
making all of a company's or product line's packaging look similar.
The Fair Packaging and Labeling Act focuses on the voluntary adoption of packaging standards by firms within industries. It also provides enforcement power to the Federal Trade Commission and the Food and Drug Administration, and establishes
mandatory labeling requirements.
A ___________ brand usually requires a producer to become involved in distribution, promotion, and pricing decisions.
manufacturer
The Pillsbury brand name would be characterized as a ___________ brand.
manufacturer
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.
manufacturer; private
The major characteristic of a private brand is that
manufacturers are not identified on the product
Silk Soymilk probably increased demand for its single servings by facilitating increased consumption of the product through its practice of ___________ packaging.
multiple
Twin-packs and six-packs are examples of
multiple packaging.
The development of a container and graphic design for a product is called
packaging
A customer who really wants to buy a certain brand but will settle for others if her first choice is unavailable displays brand
preference
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.
preference; recognition
Craftsman tools, sold and branded by Sears, is an example of a ___________ brand.
private distributor
Old Navy sells only Old Navy labeled clothing in its retail stores. The Old Navy brand is not sold in any other outlet. Old Navy is a _____ brand.
private distributor
Of the different types of brands, the one that has experienced the steadiest growth is
private distributor.
The most important function of packaging is
protecting the product and maintaining its functionality.
Elements that help create brand equity include all of the following except brand
recognition
The weakest level of brand loyalty is brand
recognition
The decorative tins used to package holiday cookies and candies are an example of ____ packaging.
secondary-use
A package that can be used again for a different purpose than its original function is called a
secondary-use package.
Another common name for a private distributor brand is a ______ brand.
store
The brand name Hamburger Helper would most likely be considered
suggestive
Registration of a trademark with the U.S. Patent and Trademark Office protects trademarks domestically for ____ years with indefinite renewals.
ten
A trademark signifies
that the owner has exclusive use of a brand and others are prohibited from using it.
Arm & Hammer would probably not want to use multiple packaging for its baking soda because
the product is used infrequently.
A co-branded product from Ruffles potato chips and Chiquita bananas would likely fail because
their products are not complementary.
IPod is the ___________ of the MP3 player made by Apple, Inc.
trade name
The full and legal name of an organization is called the
trade name.
The series of thick and thin lines that electronically identify many products is called a(n)
universal product code.
Private distributor brands are owned by
wholesalers or retailers.
