Question 1

One key feature of the value of a strong brand is that

Accepted Answer

A)   it can protect the firm from competition.
B)   it no longer needs to be supported by advertising and promotion.
C)   if it becomes a generic name, the brand is worth even more.
D)   it cannot be successfully imitated by a retailer's own brand.
E)   competitors will typically abandon a sector altogether rather than compete.F) All of the above
G) C) and E)

Question 2

Kellogg's sells many different breakfast cereals,including Corn Flakes,Rice Krispies,Frosted Flakes,Raisin Bran,and Special K.This is an example of the breadth of the Kellogg's product mix.

Accepted Answer

A) True 
 B)False

Question 3

A __________ is a group of associated items that consumers tend to use together or think of as part of a group of similar products.

Accepted Answer

A)   product line
B)   product mix
C)   product mix breadth
D)   line extension
E)   brand extensionF) A) and D)
G) B) and E)

Question 4

Why would a huge retailer like Walmart carry national brand products?

Accepted Answer

National brands are manufacturer brands....

Question 5

Jenny traded in her old car for her heart's desire,a new Lexus sedan.The Lexus is considered a specialty product.

Accepted Answer

A) True 
 B)False

Question 6

One of the categories of products for which brand extension is especially logical is

Accepted Answer

A)   generic goods.
B)   generic services.
C)   commodities.
D)   complementary goods.
E)   licensed brands.F) B) and C)
G) None of the above

Question 7

In the case of Band-Aid adhesive bandages,the brand name has

Accepted Answer

A)   successfully employed private-label branding.
B)   distinctive brand substitutability.
C)   grown through private-label branding.
D)   become synonymous with the product itself.
E)   avoided brand extensions.F) A) and E)
G) A) and D)

Question 8

Salina is working to create greater brand awareness for her company's new line of fitness trackers.To increase brand awareness,the least important information that should be included in promotions is

Accepted Answer

A)   the brand name.
B)   the logo.
C)   the packaging.
D)   the slogan.
E)   the product history.F) D) and E)
G) A) and B)

Question 9

A university that has separate graduate and undergraduate admission offices recognizes that these are distinct

Accepted Answer

A)   brand associations.
B)   product lines.
C)   product mixes.
D)   brands.
E)   augmented services.F) A) and D)
G) A) and B)

Question 10

A __________ package is the one a consumer uses.A __________ package is used by retailers to display and sell the product.

Accepted Answer

A)   secondary; primary
B)   generic; private-label
C)   primary; secondary
D)   corporate; manufacturer's
E)   co-branded; licensedF) C) and D)
G) A) and B)

Question 11

Nora is deciding whether to purchase brand-name sneakers or a less expensive store brand.She has purchased other shoes with the same brand name in the past but was only marginally satisfied.In this situation,Nora is likely to purchase the store-brand sneakers because they offer

Accepted Answer

A)   more brand awareness.
B)   higher degrees of brand loyalty.
C)   greater perceived value.
D)   a better brand image.
E)   more product line depth.F) A) and E)
G) A) and D)

Question 12

When manufacturers try to understand what customers are looking for,they are thinking about the _______ component of the product offer.

Accepted Answer

A)   core customer value
B)   associated services
C)   augmented products
D)   product support
E)   quality levelF) A) and C)
G) None of the above

Question 13

When a restaurant chain,Big Burgers,launches its own brand of frozen meals,this is an example of a

Accepted Answer

A)   brand extension.
B)   line extension.
C)   licensed brand.
D)   copycat brand.
E)   premium brand.F) None of the above
G) A) and B)

Question 14

Nike sells shoes,clothing,and athletic gear.These represent the breadth of Nike's products.

Accepted Answer

A) True 
 B)False

Question 15

A toothpaste tube is an example of a ________ package.

Accepted Answer

A)   primary
B)   secondary
C)   brand positioning
D)   private-label
E)   convenienceF) A) and E)
G) D) and E)

Question 16

Why is brand extension a popular marketing strategy?

Accepted Answer

A)   It separates out the cost of brand extension from brand intention.
B)   It allows the firm to discontinue complementary products.
C)   It allows the firm to spend less on creating brand awareness and associations.
D)   It avoids the problem of brand dilution.
E)   It guarantees success for a new product.F) None of the above
G) A) and C)

Question 17

Differentiate between breadth and depth of a firm's product mix by choosing a familiar company and explaining how its products exemplify these two concepts.

Accepted Answer

Answers will vary depending on the compa...

Question 18

Returnable packaging,use of 3D printing,and flexible packaging are examples of

Accepted Answer

A)   recycled packaging.
B)   environmental packaging.
C)   responsible packaging.
D)   sustainable packaging.
E)   green packaging.F) C) and D)
G) B) and E)

Question 19

Frequent buyer / user award programs are used to

Accepted Answer

A)   increase price sensitivity.
B)   decrease co-branding costs.
C)   lower licensing fees.
D)   expand product line depth.
E)   maintain contact with loyal customers.F) A) and D)
G) A) and E)

Question 20

A currently popular trend in the wine industry is house-labeled wine.Restaurants,hotel chains,and even universities now sell wine under their brand name.Is this type of brand extension a good marketing strategy? Defend your answer.

Accepted Answer

Answers will vary,but should include dis...

Exam 11: Product,branding,and Packaging Decisions

When a restaurant chain,Big Burgers,launches its own brand of frozen meals,this is an example of a

Correct AnswerverifiedShow Answer

Salina is working to create greater brand awareness for her company's new line of fitness trackers.To increase brand awareness,the least important information that should be included in promotions is

Correct AnswerverifiedShow Answer

One key feature of the value of a strong brand is that

Correct AnswerverifiedShow Answer

Nike sells shoes,clothing,and athletic gear.These represent the breadth of Nike's products.

Correct AnswerverifiedShow Answer

A university that has separate graduate and undergraduate admission offices recognizes that these are distinct

Correct AnswerverifiedShow Answer

In the case of Band-Aid adhesive bandages,the brand name has

Correct AnswerverifiedShow Answer

Why is brand extension a popular marketing strategy?

Correct AnswerverifiedShow Answer

When manufacturers try to understand what customers are looking for,they are thinking about the _______ component of the product offer.

Correct AnswerverifiedShow Answer

A currently popular trend in the wine industry is house-labeled wine.Restaurants,hotel chains,and even universities now sell wine under their brand name.Is this type of brand extension a good marketing strategy? Defend your answer.

Correct AnswerverifiedAnswers will vary,but should include dis...View AnswerShow Answer

A __________ package is the one a consumer uses.A __________ package is used by retailers to display and sell the product.

Correct AnswerverifiedShow Answer

A __________ is a group of associated items that consumers tend to use together or think of as part of a group of similar products.

Correct AnswerverifiedShow Answer

Jenny traded in her old car for her heart's desire,a new Lexus sedan.The Lexus is considered a specialty product.

Correct AnswerverifiedShow Answer

Why would a huge retailer like Walmart carry national brand products?

Correct AnswerverifiedNational brands are manufacturer brands....View AnswerShow Answer

Kellogg's sells many different breakfast cereals,including Corn Flakes,Rice Krispies,Frosted Flakes,Raisin Bran,and Special K.This is an example of the breadth of the Kellogg's product mix.

Correct AnswerverifiedShow Answer

Frequent buyer / user award programs are used to

Correct AnswerverifiedShow Answer

Returnable packaging,use of 3D printing,and flexible packaging are examples of

Correct AnswerverifiedShow Answer

A toothpaste tube is an example of a ________ package.

Correct AnswerverifiedShow Answer

One of the categories of products for which brand extension is especially logical is

Correct AnswerverifiedShow Answer

Differentiate between breadth and depth of a firm's product mix by choosing a familiar company and explaining how its products exemplify these two concepts.

Correct AnswerverifiedAnswers will vary depending on the compa...View AnswerShow Answer

Nora is deciding whether to purchase brand-name sneakers or a less expensive store brand.She has purchased other shoes with the same brand name in the past but was only marginally satisfied.In this situation,Nora is likely to purchase the store-brand sneakers because they offer

Correct AnswerverifiedShow Answer

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Answers will vary,but should include dis...
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A package is the one a consumer uses.A package is used by retailers to display and sell the product.

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National brands are manufacturer brands....
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Answers will vary depending on the compa...
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