MKTG 351 Chapter 14
The instruction "Refrigerate after opening" on a salad dressing label is an example of the descriptive function of labeling.
true
The production of private distributor brands for resellers may allow a manufacturer to use excess capacity efficiently.
true
The similar jar shapes for mayonnaise products are an example of category-consistent packaging.
true
The term "cultural branding" describes how a brand conveys a powerful myth that consumers find useful in cementing their identities.
true
The use of darker colors in packaging design makes the package appear smaller to consumers.
true
To gain customer acceptance, the two brands involved in co-branding must represent a complementary fit in the minds of buyers.
true
Traditional ketchup bottles create functional problems for the user.
true
When a firm's packages are designed to appear to be quite similar, the firm is using family packaging.
true
The crush-proof cylinder package for Pringle's potato chips is an example of innovative packaging.
true
The words "Grade A Eggs" on an egg carton fulfill a legal requirement of labeling.
false
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.
False
98. 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) An association with the company's brand mark
111. ___________ 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) Category-consistent
89. 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) Co-branding
132. 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) Nutrition Labeling Act.
67. Of the following choices, which would be the easiest brand name to legally protect? a) Tarzink Yogurt b) Learn and Grow Daycare c) Scout Camping Supplies d) Sullivan Water Filtering Systems e) Western County Distributors
a) Tarzink Yogurt
Which of the following is a primary factor specific to services in choosing a brand name? a) The service brand is usually the same as the company name so it must be flexible enough to fit several services. b) The name must convey an image of great customer service because this is more important for services than for goods. c) The name should be distinctive and set the company apart from potential competitors. d) Shortness and conciseness are extremely important when choosing brand names for services so that they can easily be remembered. e) Service brands are much more difficult to protect legally, so marketers must focus on creating brands with made-up words or a combination of letters and numbers.
a) The service brand is usually the same as the company name so it must be flexible enough to fit several services.
73. Which of the following types of products would be the most difficult to brand? a) Wheat b) Soap c) DVD players d) Automobiles e) Tax preparation services
a) Wheat
50. Traditionally, the main advantage of a private brand over a manufacturer brand was the _____, but this advantage is gradually diminishing. a) better price b) higher quality c) more accessible distribution d) straightforward labeling e) friendlier customer service
a) better price
105. 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) bold designs and primary colors.
40. The talking gecko used by Geico Insurance facilitates the development of a) brand associations. b) perceived brand quality. c) product preference. d) manufacturer brands. e) product equity.
a) brand associations.
94. 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 a) brand licensing. b) character exploiting. c) co-branding. d) family branding. e) trademark leasing.
a) brand licensing.
78. 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) brand-extension
79. 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) brand-extension
57. At one time, generic brands represented about 10 percent of all retail grocery sales. Today they account for a) considerably less. b) about 35 percent. c) about the same. d) up to 20 percent. e) approximately 25 percent.
a) considerably less.
106. 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) consumer convenience products.
116. 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. a) family b) multiple c) tamper-resistant d) unlabeled e) transparent
a) family
80. Gorton's sells Gorton's Fish Sticks, Gorton's Fish Fillets, and Gorton Grilled Fish. This is an example of a) family branding. b) shared naming. c) individual branding. d) brand extension. e) single branding.
a) family branding.
22. Brands provide all of the following benefits for buyers except that they do not a) foster brand loyalty. b) help identify specific products. c) help buyers evaluate the quality of products. d) offer psychological rewards. e) reduce perceived risk of purchase.
a) foster brand loyalty.
26. 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. a) loyalty b) equity c) awareness d) personality e) quality
a) loyalty
27. Joe is an athlete who plays a variety of sports that all require various athletic shoes. He has a favorable attitude toward Nike shoes. This favorable attitude is called brand a) loyalty. b) recognition. c) preference. d) insistence. e) equity.
a) loyalty.
28. The weakest level of brand loyalty is brand a) recognition. b) insistence. c) equity. d) trial. e) preference.
a) recognition.
110. The decorative tins used to package holiday cookies and candies are an example of ____ packaging. a) secondary-use b) multiple c) family d) category-consistent e) altered
a) secondary-use
23. A trademark signifies a) that the owner has exclusive use of a brand and others are prohibited from using it. b) that a product was manufactured by a particular company. c) the full and legal name of an organization. d) the level of quality of a product based on its legally protected rights. e) the inventive use of a brand name or brand mark to identify a company's products.
a) that the owner has exclusive use of a brand and others are prohibited from using it.
119. Multiple packaging encourages a) the consumer to try the product several times. b) higher consumption of all products. c) infrequent purchases. d) easier handling and storing of all products. e) environmentally responsible behavior.
a) the consumer to try the product several times.
120. 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) the product is used infrequently.
24. iPod is the ___________ of the MP3 player made by Apple, Inc. a) trade name b) brand mark c) trade label d) brand e) identifier
a) trade name
75. 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) Individual
129. 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. e) The label can play a promotional function.
b) Labels do not have to disclose nutritional information.
65. Besides generic names, what other types of names are very difficult to protect? a) Names created by the company b) Surnames and geographic names c) Arbitrarily chosen names not related to the product d) Arbitrarily chosen names related closely to the product e) Names that contain shapes and colors
b) Surnames and geographic names
72. The most recent act passed by Congress that addresses the protection of trademarks is the a) Lanham Act. b) Trademark Law Revision Act. c) Counterfeit Protection Act. d) U.S. Patent and Trademark Act. e) Fair Trademark and Brand Name Usage Act.
b) Trademark Law Revision Act.
90. 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) brand licensing.
21. Healthy Choice is a ____ manufactured by ConAgra Foods, which is a ____. a) brand mark; trade name b) brand name; trade name c) trade name; brand d) brand name; trademark e) brand mark; trademark
b) brand name; trade name
42. Private distributor, generic, and manufacturer are the three types of a) equity. b) brands. c) producers. d) packaging. e) trade names.
b) brands.
109. A secondary-use package is defined as one that a) can be used as a promotional tool. b) can be reused for purposes other than its initial use. c) facilitates transportation, storage, and handling for middlemen. d) is recyclable and environmentally safe. e) promotes an overall company image.
b) can be reused for purposes other than its initial use.
20. A distinguishing factor between a brand name and a brand mark is that a brand 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.
b) consists of words.
124. 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) create effective, convenient packaging that appeals to customers and keeps costs low.
104. All Healthy Choice products come in green boxes with the same Healthy Choice logo. This is an example of the use of a) category-consistent packaging. b) family packaging. c) multiple packaging. d) family branding. e) group labeling.
b) family packaging.
99. 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) family packaging.
56. 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 a) streamline packaging. b) generic branding. c) store branding. d) individual branding. e) category-consistent packaging.
b) generic branding.
113. 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) innovative
43. A ___________ brand usually requires a producer to become involved in distribution, promotion, and pricing decisions. a) dealer b) manufacturer c) private distributor d) store e) wholesaler
b) manufacturer
51. 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. a) generic; store b) manufacturer; private c) dealer; private distributor d) producer; house e) distributor; store
b) manufacturer; private
48. The major characteristic of a private brand is that 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.
b) manufacturers are not identified on the product.
96. 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) protecting the product and maintaining its functionality.
88. A co-branded product from Ruffles potato chips and Chiquita bananas would likely fail because a) neither of these brands is very well known to consumers. b) their products are not complementary. c) they are both food products. d) this co-branding will not provide product differentiation. e) the market segment for this product is too vast
b) their products are not complementary.
49. 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? a) Green Giant corn b) IBM computers c) Sears Kenmore washers d) Little Debbie snack cakes e) Nike Air Jordan basketball shoes
c) Sears Kenmore washers
84. 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) The brands involved should be owned by different companies.
87. To use co-branding effectively, which one of the following is probably least important? 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 two or more organizations. d) To avoid confusion on the part of customers, co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. e) The co-branded product should be able to benefit from the distribution system of both brands involved.
c) The brands involved should be owned by two or more organizations.
127. 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) To promote the product
76. 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) a poor quality product will not contaminate all of the company's other products with negative images.
93. Brand licensing agreements can fail for many reasons but usually not because of a) poor timing in the marketplace. b) a lack of manufacturing control of the licensed product. c) a strong match between the product and the licensed brand. d) using the wrong types of distribution channels to market the product. e) licensing the brand to too many unrelated products.
c) a strong match between the product and the licensed brand.
91. An agreement in which one company allows another to use its brand on other products for a fee is called a) co-branding. b) brand extension. c) brand licensing. d) trademark licensing. e) cooperative branding.
c) brand licensing.
The part of a brand that can be spoken including letters, numbers, and words is the a) brand. b) brand mark. c) brand name. d) trade name. e) trademark.
c) brand name.
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.
false
112. 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) category-consistent packaging.
86. Betty Crocker Brownie mix that contains real Hershey's syrup is an example of a) brand extension. b) brand licensing. c) co-branding. d) individual branding. e) line family branding.
c) co-branding.
66. The well-known brand AT&T (American Telephone and Telegraph) would most likely be classified as a) fanciful. b) generic. c) descriptive. d) suggestive. e) arbitrary.
c) descriptive.
77. 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) family
81. Lysol Basin, Tub, and Tile Cleaner and Lysol Disinfectant Spray exemplify a) private branding. b) product brand marks. c) family branding. d) individual branding. e) wholesaler branding.
c) family branding.
58. A ___________ brand type is considered the least protectable under existing trademark regulations. a) descriptive b) fanciful c) generic d) symbolic e) suggestive
c) generic
54. A product that is simply labeled with the product category is considered a a) private brand. b) no-name product. c) generic brand. d) poor quality item. e) lean manufacturer brand.
c) generic brand.
128. 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) have shown mixed results about the use of this information.
114. 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. a) multiple b) secondary-use c) innovative d) category-consistent e) handling-improved
c) innovative
29. The three levels of brand loyalty from strongest to weakest are a) preference, insistence, recognition. b) insistence, recognition, preference. c) insistence, preference, recognition. d) recognition, preference, insistence. e) insistence, preference, indifference.
c) insistence, preference, recognition.
33. A customer must have a particular brand and will accept no substitutes. This is termed brand a) preference. b) loyalty. c) insistence. d) recognition. e) requirement.
c) insistence.
115. 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) likely to increase demand.
103. 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) making all of a company's or product line's packaging look similar.
131. 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) mandatory labeling requirements.
Kleenex Boutique is a brand ___________ of tissues made by the Kimberly-Clark Corporation. a) mark b) identification c) name d) guarantee e) type
c) name
31. A customer who really wants to buy a certain brand but will settle for others if her first choice is unavailable displays brand a) recognition. b) acceptance. c) preference. d) insistence. e) acknowledgement.
c) preference.
63. The brand name Hamburger Helper would most likely be considered a) arbitrary. b) generic. c) suggestive. d) descriptive. e) fanciful.
c) suggestive.
126. 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) universal product code.
71. The amount of annual losses companies suffer from counterfeit products is estimated to be a) $500-$800 million. b) $3-$5 billion. c) $30-$50 billion. d) $250-$350 billion. e) $600-$800 billion.
d) $250-$350 billion.
82. ___________ 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) Co-branding
59. Which of the following should be the least important concern for marketers when selecting a brand name? a) Choosing a name that is easy to say and recall b) Positively suggesting the product's major benefits c) Designing a name that can be used in all different types of media d) Developing an advertising campaign to introduce the name e) Checking to see if the name is already trademarked by another company
d) Developing an advertising campaign to introduce the name
101. In the packaging for a new line of beef jerky, Hormel should avoid the use of which color? a) Red b) Yellow c) Orange d) Green e) Clear
d) Green
60. Regarding the factors that marketers consider when selecting a brand name, which one does the toilet bowl sanitizer 2000 Flushes best fulfill? a) Compatibility with other products in the line b) Flexibility to be used in various types of media c) Using fabricated names that cannot be duplicated d) Indicating the product's major benefits e) Keeping the brand name as short as possible
d) Indicating the product's major benefits
125. 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) Informational
34. What degree of brand loyalty is the strongest and most desired by marketers? a) Preference b) Requirement c) Awareness d) Insistence e) Recognition
d) Insistence
35. 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? a) Recognition b) Resistance c) Preference d) Insistence e) No brand loyalty
d) Insistence
41. Which of the following products is an example of a manufacturer brand? a) Sears Kenmore washing machines b) JC Penney jeans c) Kmart tires d) Pioneer stereos e) Safeway tomato sauce
d) Pioneer stereos
69. Which of the following laws was enacted by Congress in 1988 to strengthen trademark protection? a) Brand Protection Act b) Lanham Act c) Trademark Infringement Act d) Trademark Law Revision Act e) U.S. Patent and Trademark Act
d) Trademark Law Revision Act
McDonald's golden arches are a classic example of a a) brand. b) brand symbol. c) brand name. d) brand mark. e) trademark.
d) brand mark.
130. 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) care instructions.
85. 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) co-branding.
100. All packaging must at a minimum a) protect and preserve the contents in the package. b) clearly communicate the contents and the product's benefits. c) be tamper-proof and safe for children. d) comply with the FDA's packaging regulations. e) be made out of the most cost-effective materials available.
d) comply with the FDA's packaging regulations.
The brand name "Minute Rice" would be more difficult to protect legally than "Exxon."
true
107. The spray bottle for Windex Glass Cleaner could be considered a secondary-use package because a) its shape is ideal for multiple-unit packaging. b) glass cleaner works on chrome as well as glass. c) the spray nozzle has an adjustable valve. d) customers can reuse it for other purposes. e) it has a shape similar to other glass cleaner bottles.
d) customers can reuse it for other purposes.
36. The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand a) loyalty. b) value. c) share. d) equity. e) association.
d) equity.
102. To promote overall company image, packages of Pillsbury cake and cookie mixes have similar designs and colors. This approach is known as a) family branding. b) brand managing. c) line consistency. d) family packaging. e) product grouping.
d) family packaging.
123. 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) functionally deficient.
55. A package of aluminum foil at Kroger grocery store has no brand name on the package. This product is an example of a _________ brand. a) manufacturer's b) private distributor's c) no-name d) generic e) no-frills
d) generic
122. 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) handling-improved
74. 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) individual
95. The development of a container and graphic design for a product is called a) licensing. b) labeling. c) preparing. d) packaging. e) distributing.
d) packaging.
32. 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. a) insistence; recognition b) insistence; preference c) loyalty; preference d) preference; recognition e) preference; loyalty
d) preference; recognition
47. Craftsman tools, sold and branded by Sears, is an example of a ___________ brand. a) manufacturer b) generic c) wholesaler d) private distributor e) regional
d) private distributor
52. Of the different types of brands, the one that has experienced the steadiest growth is a) manufacturer. b) producer. c) generic. d) private distributor. e) imitator.
d) private distributor.
37. Elements that help create brand equity include all of the following except brand a) quality. b) associations. c) loyalty. d) recognition. e) awareness.
d) recognition.
108. 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) secondary-use package.
44. Another common name for a private distributor brand is a ______ brand. a) home b) manufacturer c) generic d) store e) label
d) store
118. 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) Conveys an overall image of the firm
62. What is the most protectable brand type as determined by a series of court decisions? a) Generic b) Suggestive c) Descriptive d) Arbitrary e) Fanciful
e) Fanciful
70. 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? a) Aunt Jemima Pancake mix b) Dell computers c) Puffs d) Crispix e) Jell-O
e) Jell-O
64. 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? a) Arbitrary b) Descriptive c) Fanciful d) Generic e) Symbolic
e) Symbolic
53. Many manufacturers that produce their own brand a) also produce generic versions of their products. b) sell only to outlets bearing their brand name. c) receive most of their profits from service work. d) use low prices to build their perceived brand quality. e) also produce products for private distributor brands.
e) also produce products for private distributor brands.
83. 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) co-branding.
38. 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. a) inept set b) loyalty set c) preference group d) brand group e) consideration set
e) consideration set
97. 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) convenience
121. 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) handling-improved
39. 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 a) more challenging strategically. b) less time consuming. c) less risky. d) less expensive. e) less expensive and less risky.
e) less expensive and less risky.
117. Twin-packs and six-packs are examples of a) family packaging. b) group packaging. c) package bundling. d) family branding. e) multiple packaging.
e) multiple packaging.
46. 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. a) generic b) reseller c) manufacturer d) distribution e) private distributor
e) private distributor
30. When a customer is aware that a brand exists and considers it a possibility if his preferred brand is out, he exhibits brand a) loyalty. b) insistence. c) preference. d) acknowledgement. e) recognition.
e) recognition.
68. Registration of a trademark with the U.S. Patent and Trademark Office protects trademarks domestically for ____ years with indefinite renewals. a) two b) thirty c) eighteen d) five e) ten
e) ten
92. 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) the manufacturing, marketing, and financing of the licensed product.
25. The full and legal name of an organization is called the a) trademark. b) legal title. c) organizational name. d) brand name. e) trade name.
e) trade name.
45. Private distributor brands are owned by a) manufacturers only. b) manufacturers and retailers. c) wholesalers only. d) manufacturers and wholesalers. e) wholesalers or retailers.
e) wholesalers or retailers.
A brand name like "Northwest Airlines" provides greater flexibility than the brand name "Humana."
false
A brand name used for a product line should be compatible with most of the products in the line.
false
A red-and-white label on a soup can is an example of innovative packaging.
false
A unique cap or applicator is an example of secondary-use packaging.
false
Although difficult to measure, brand loyalty represents the value of a brand to an organization.
false
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.
false
Brand names should be different from the company name to avoid confusion.
false
Brand preference is the strongest form or degree of brand loyalty.
false
By law, manufacturers must be identified on the labels of private brands.
false
Consistency among package designs is essential for an organization's product mix.
false
Every aspect of a brand is subject to a marketer's control.
false
Family packaging cannot be used for individual product lines; it must apply to the entire product mix of the firm.
false
Green Giant is an example of a private distributor brand.
false
Kenmore is an example of a manufacturer brand.
false
Labeling is most important for branding reasons.
false
Labeling is used to perform only two roles: to promote and to inform.
false
Multiple packaging interferes with handling and storage of products.
false
Nutritional information on labels is required by law, though consumers are indifferent to its availability.
false
Packages are always secondary ingredients of a marketing strategy.
false
Recently, buyers have shown an unwillingness to pay more for improved packaging.
false
Sandwich bread would more likely be packaged in a green wrapper than a yellow one.
false
Store brands appeal mainly to lower-income, price-conscious customers.
false
Suggestive brand names are easier to protect legally than fanciful names.
false
The Federal Trade Commission is solely responsible for establishing and enforcing packaging regulations.
false
The basic purpose of packaging is to create eye appeal.
false
The brands used for co-branding cannot be owned by the same company.
false
A Jeep leather jacket is an example of brand licensing.
true
A brand name is the part of the brand that is spoken.
true
A brand name should indicate the product's major benefits.
true
A generic brand indicates only the product category.
true
A package can be used to attract customers' attention.
true
A service brand name must be flexible enough to encompass not only current services offered, but possible future ones as well.
true
Apple Computer is an example of a manufacturer brand.
true
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.
true
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.
true
Brand insistence is the strongest degree of brand loyalty but the least common type of brand loyalty.
true
Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.
true
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.
true
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.
true
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.
true
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.
true
Competition between manufacturer brands and private distributor brands is becoming more intense in several major categories.
true
Customers use brands to help judge product quality.
true
Decisions regarding the shape and texture of a package are influenced by whether the product will be used by males or females.
true
Desirable product images can be created through the use of colors, design, shapes, and textures in packaging.
true
Distribution capabilities can increase as a result of co-branding, which is an advantage for participating partners.
true
Environmental concerns brought about the marketing of cleaning products in concentrated form.
true
Family branding occurs when all of a firm's products are branded with all or part of the same name.
true
Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality, and brand associations.
true
Individual branding facilitates market segmentation.
true
Labeling and packaging are closely interrelated.
true
Labels facilitate product identification.
true
Lighter colors may be used to make a package appear larger to consumers.
true
Marketers may use brand names that have absolutely no meaning to avoid negative connotations.
true
Marketers must balance consumer desire for convenience against environmental concerns.
true
Marketers must follow packaging technology and legislation to make modifications that ensure consumer safety.
true
Package characteristics shape buyer impressions of a product during use.
true
Package safety or convenience features can perform a promotional role.
true
Package shape, graphic design, and certain colors may be used to make a product appear taller than it actually is.
true
Packaging can be used to communicate symbolically the quality or premium nature of a product.
true
Service marketers frequently use symbols in combination with brand names.
true
The Cool Whip container is an example of a secondary-use package.
true
The Food and Drug Administration requires that food processors indicate the amount of carbohydrates, calories, and fat in a product.
true
The UPC symbol is used by retailers for price and inventory control purposes.
true
