MKTG Chapter 12
In the packaging for a new line of beef jerky, Hormel should avoid the use of which color?
Green
Of the following choices, which would be the easiest brand name to legally protect?
Tarzink Yogurt
The part of a brand that can be spoken including letters, numbers, and words is the
brand name
Healthy Choice is a ____ manufactured by ConAgra Foods, which is a ____.
brand name; trade name
When Anheuser-Busch added Michelob Light to the line of Michelob beers, the firm was using ___________ branding.
brand-extension
Gorton's sells Gorton's Fish Sticks, Gorton's Fish Fillets, and Gorton Grilled Fish. This is an example of
family branding.
Private distributor, generic, and manufacturer are the three types of
brands
Multiple packaging encourages
the consumer to try the product several times.
In a brand licensing arrangement, the licensee is responsible for
the manufacturing, marketing, and financing of the licensed product.
The amount of annual losses companies suffer from counterfeit products is estimated to be
$250-$350 billion.
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
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
When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the company chose drink boxes that did not need refrigeration. The boxes were only sold in shrinkwrapped sets of six. Single boxes were not available at grocery stores or convenience markets. Once the Silk chocolate product was selling well, they also began offering the Silk Soymilk vanilla flavor in the same type packaging. The Silk Soymilk brand, logo, and look of the boxes were the same as its larger half-gallon versions. The only difference in packaging style was the brown color for chocolate milk and the color white for vanilla. Which of the following is NOT a function of the packaging strategy chosen by Silk Soymilk?
It is less harmful to the environment.
The Pillsbury division of General Mills has promoted its baking products through its trade character, the Pillsbury Doughboy, since 1965. He appears in television commercials touting the quality, benefits, and features of the products Pillsbury sells. Each product in the Pillsbury line, such as crescent rolls, pizza dough, biscuits, and cinnamon rolls, includes the Pillsbury name on the package. In addition to the Pillsbury name, the Pillsbury Doughboy also appears on each package, although in different poses. On the Pillsbury website, the Pillsbury Doughboy character is animated and can be seen "dancing". He can be downloaded to your personal computer or used to create your own e-card. Which of the following is NOT a result of General Mills' use of the Pillsbury Doughboy?
It makes the products more expensive
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 don't have to disclose nutritional information
When a firm uses an existing brand name as part of a brand name for a new product, this is called ___________ branding.
brand-extension
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
Nutrition Labeling Act.
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
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 are these words 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
When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the company chose drink boxes that did not need refrigeration. The boxes were only sold in shrinkwrapped sets of six. Single boxes were not available at grocery stores or convenience markets. Once the Silk chocolate product was selling well, they also began offering the Silk Soymilk vanilla flavor in the same type packaging. The Silk Soymilk brand, logo, and look of the boxes were the same as its larger half-gallon versions. The only difference in packaging style was the brown color for chocolate milk and the color white for vanilla. 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.
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.
The Pillsbury division of General Mills has promoted its baking products through its trade character, the Pillsbury Doughboy, since 1965. He appears in television commercials touting the quality, benefits, and features of the products Pillsbury sells. Each product in the Pillsbury line, such as crescent rolls, pizza dough, biscuits, and cinnamon rolls, includes the Pillsbury name on the package. In addition to the Pillsbury name, the Pillsbury Doughboy also appears on each package, although in different poses. On the Pillsbury website, the Pillsbury Doughboy character is animated and can be seen "dancing". He can be downloaded to your personal computer or used to create your own e-card. 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
An agreement in which one company allows another to use its brand on other products for a fee is called
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.
The Nike swoosh that is prominent on all of the firm's packaging, products, and advertising is a
brand mark
When a customer is aware that a brand exists and considers it a possibility if his preferred brand is out, he exhibits brand
recognition
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
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.
The well-known brand AT&T would most likely be classified as
descriptive.
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
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
When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the company chose drink boxes that did not need refrigeration. The boxes were only sold in shrinkwrapped sets of six. Single boxes were not available at grocery stores or convenience markets. Once the Silk chocolate product was selling well, they also began offering the Silk Soymilk vanilla flavor in the same type packaging. The Silk Soymilk brand, logo, and look of the boxes were the same as its larger half-gallon versions. The only difference in packaging style was the brown color for chocolate milk and the color white for vanilla. 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
Lysol Basin, Tub, and Tile Cleaner and Lysol Disinfectant Spray exemplify
family branding
Kleenex Boutique is a brand ___________ of tissues made by the Kimberly-Clark Corporation.
name
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 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.
The type of brand that has seen a significant decrease in popularity in recent decades is
generic.
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
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
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 division of General Mills has promoted its baking products through its trade character, the Pillsbury Doughboy, since 1965. He appears in television commercials touting the quality, benefits, and features of the products Pillsbury sells. Each product in the Pillsbury line, such as crescent rolls, pizza dough, biscuits, and cinnamon rolls, includes the Pillsbury name on the package. In addition to the Pillsbury name, the Pillsbury Doughboy also appears on each package, although in different poses. On the Pillsbury website, the Pillsbury Doughboy character is animated and can be seen "dancing". He can be downloaded to your personal computer or used to create your own e-card. 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.
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
Of the different types of brands, the one that has experienced the most steady growth is
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
Choosing appropriate colors for packaging best serves to enhance the _____ function of packaging.
promotional
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.
The full and legal name of an organization is called the
trade name
iPod is the ___________ of the MP3 player made by Apple, Inc.
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
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
___________ occurs when two or more brands are placed on a single product. Ex: BMW & Louis Vuitton; Starbucks & Spotify
Co-branding
Which one of the following is not a benefit of multiple packaging?
Conveys an overall image of the firm
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
What is the most protectable brand type as determined by a series of court decisions?
Fanciful
What factor that marketers consider when selecting a brand name 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
The Pillsbury division of General Mills has promoted its baking products through its trade character, the Pillsbury Doughboy, since 1965. He appears in television commercials touting the quality, benefits, and features of the products Pillsbury sells. Each product in the Pillsbury line, such as crescent rolls, pizza dough, biscuits, and cinnamon rolls, includes the Pillsbury name on the package. In addition to the Pillsbury name, the Pillsbury Doughboy also appears on each package, although in different poses. On the Pillsbury website, the Pillsbury Doughboy character is animated and can be seen "dancing". He can be downloaded to your personal computer or used to create your own e-card. The Pillsbury branding policy is most likely
family branding.
When a firm uses a policy of naming each product differently, this strategy is called ___________ branding.
individual
When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the company chose drink boxes that did not need refrigeration. The boxes were only sold in shrinkwrapped sets of six. Single boxes were not available at grocery stores or convenience markets. Once the Silk chocolate product was selling well, they also began offering the Silk Soymilk vanilla flavor in the same type packaging. The Silk Soymilk brand, logo, and look of the boxes were the same as its larger half-gallon versions. The only difference in packaging style was the brown color for chocolate milk and the color white for vanilla. Silk Soymilk probably increased demand for its single servings by facilitating increased consumption of the product through its practice of ___________ packaging.
multiple
