Ch. 14 MRKT 351

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

As Lisa eats her morning bowl of Golden Grahams cereal, she reads about the calories, fats, carbohydrates, and vitamins she is ingesting. This information is required by the a) Nutrition Labeling Act. b) Food and Drug Administration. c) Fair Packaging and Labeling Act. d) Nutritional Content Disclosure Act. e) Federal Trade Commission.

A

Packages designed to appeal to children often use a) bold designs and primary colors. b) clear color and simple designs. c) black and white only. d) pastels and soft images. e) lots of writing and little color.

A

Packaging is most important, as a strategic tool, for a) consumer convenience products. b) consumer shopping products. c) industrial products. d) consumer specialty products. e) services.

A

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. a) Co-branding b) Individual branding c) Family branding d) Product branding e) Wholesaler branding

A

When Anheuser-Busch added Michelob Light to the line of Michelob beers, the firm was using ___________ branding. a) brand-extension b) individual c) exclusive d) selective e) existing

A

When a firm uses an existing brand name as part of a brand name for a new product, this is called ___________ branding. a) brand-extension b) licensed c) family d) individual e) new-product

A

When designing a package, which characteristic is least important? a) An association with the company's brand mark b) Cost-effectiveness c) Environmental responsiveness d) Safety e) The value it has as a promotional tool

A

___________ packaging means that the product is packaged in line with the packaging practices associated with a particular product category. a) Category-consistent b) Category-specific c) Innovative d) Multiple-category e) Selective

A

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 a) family extension. b) family packaging. c) overall packaging. d) package extension. e) selective packaging.

B

A no-drip spout on a bottle of liquid Tide laundry detergent is an example of __________ packaging. a) category-consistent b) innovative c) traditional d) secondary-use e) convenience

B

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 a) brand extension. b) brand licensing. c) product continuation. d) private branding. e) individual branding.

B

R. J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and Salem. This is an example of which type of branding policy? a) Generic b) Individual c) Family d) Line family e) Brand extension

B

The most important function of packaging is 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.

B

The overall challenge for marketers when developing packaging is to a) make it as attractive as possible to the target market of the product. b) create effective, convenient packaging that appeals to customers and keeps costs low. c) find ways to reduce costs as much as possible for packaging without letting safety suffer. d) always be more innovative than the competitors in order to make a product stand out. e) ensure that product damage is minimized during distribution.

B

Which of the following statements about labeling is false? a) The label can be used to facilitate the identification of a product. b) Labels do not have to disclose nutritional information. c) The label indicates the quality of the product. d) Labeling is used to describe the product.

B

A major advantage of using individual branding is that a) the promotion of one of the company's brands will also promote the company's other brands. b) this branding policy will prevent the overextension of a brand name to products that are completely unrelated to the original. c) a poor quality product will not contaminate all of the company's other products with negative images. d) a specific brand name for each product will help the company grow during times of economic recession. e) the quality of one of the company's products will help increase the perceived quality image of the company's other related products.

C

Customers will more easily recognize a new product as belonging to a particular product category if the marketers use a) family branding. b) innovative packaging. c) category-consistent packaging. d) category labeling. e) product category packaging.

C

Federal laws require the disclosure of nutritional information on labels. So far, evidence on this matter a) indicate that consumers regularly use the information. b) have been conducted only by the federal government. c) have shown mixed results about the use of this information. d) prove that labels are necessary only for promotional reasons. e) indicate that consumers do not use the information.

C

In marketing, family packaging means a) packaging products in a quantity suitable for use for an average-sized family. b) putting a set of related products all in the same package. c) making all of a company's or product line's packaging look similar. d) putting the same brand name on all a company's products. e) designing and selling only products that are related.

C

Multiple packaging is a) likely to decrease serving size. b) the same as family packaging. c) likely to increase demand. d) the most effective type of packaging for decreasing demand. e) the most expensive type of packaging.

C

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 a) specific package colors for selected product categories. b) package design approval procedures. c) mandatory labeling requirements. d) designated package sizes for certain product categories. e) packaging regulations from the Consumer Product Safety Commission.

C

The label on a soft drink reads, "cool and refreshing." For what reason is this phrase used? a) To provide product use information b) To encourage multiple purchases c) To promote the product d) To satisfy legal requirements e) To encourage the proper consumption patterns of the product

C

The series of thick and thin lines that electronically identify many products is called a(n) a) stock keeping unit. b) brand name identifier. c) universal product code. d) price bar. e) inventory control symbol.

C

When ___________ branding is used, each of a firm's products is branded with at least part of the same name. a) individual b) trademark c) family d) selective e) brand-extension

C

Which of the following issues is least important in using co-branding effectively? a) The brands involved should represent a complementary fit in a customer's mind. b) The brands that are teamed together should not lose their individual identities. c) The brands involved should be owned by different companies. d) Co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. e) Co-branding should take advantage of the distribution capabilities of the brands involved.

C

A package that can be used again for a different purpose than its original function is called a a) reusable container. b) innovative package. c) second-round package. d) secondary-use package. e) dual purpose package.

D

Ford Explorer vehicles that are Eddie Bauer versions exemplify a) brand licensing. b) brand extensions. c) dual-branding. d) co-branding. e) cooperative branding.

D

Garments must be labeled with the country of manufacture, fabric content, and a) clothing style. b) size. c) inspection code. d) care instructions. e) universal product code.

D

Labeling is important for three specific reasons, including promotional and legal reasons. What is the third reason? a) Marketing b) Branding c) Strategy d) Informational e) Packaging

D

Packaging that is designed to flow through the distribution channel easily is called ____ packaging. a) category-consistent b) multiple c) innovative d) handling-improved e) logistic

D

The development of a container and graphic design for a product is called a) licensing. b) labeling. c) preparing. d) packaging. e) distributing.

D

The package design of a bag of flour would most likely be criticized for being a) unsafe to the environment. b) unsafe to the user. c) deceptive. d) functionally deficient. e) well suited for multiple-unit packaging.

D

When a firm uses a policy of naming each product differently, this strategy is called ___________ branding. a) brand-extension b) family c) differentiated d) individual e) new-product

D

___________ occurs when two or more brands are placed on a single product. a) Brand extension b) Brand licensing c) Line family branding d) Co-branding e) Cohort branding

D

In a brand licensing arrangement, the licensee is responsible for a) providing the brand name to another organization for use in promoting products. b) collecting the royalties from sales of the licensed products. c) half of the financial losses in the event that the licensed brand is a failure. d) the production, but not the marketing of the licensed product. e) the manufacturing, marketing, and financing of the licensed product.

E

Individual-sized boxes and packages that do not require refrigeration are both benefits of the ____ function of packaging. a) protection b) reusability c) cost effectiveness d) safety e) convenience

E

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. a) secondary-use b) multiple c) category-consistent d) innovative e) handling-improved

E

Twin-packs and six-packs are examples of a) family packaging. b) group packaging. c) package bundling. d) family branding. e) multiple packaging.

E

When a product tries to capitalize on the brand equity of two separate brands, marketers are using a) licensing. b) dual-branding. c) partnerships. d) brand extension. e) co-branding.

E

Which one of the following is not a benefit of multiple packaging? a) Facilitates special price offers b) Increases demand c) Increases consumer acceptance of the product d) Makes handling or storage easier e) Conveys an overall image of the firm

E