Question 1

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) B) and C)
G) A) and B)

Question 2

________________ occurs when the brand extension adversely affects consumer perceptions about the attributes of the core brand.

Accepted Answer

A)  Corporate branding
B)  Brand extraction
C)  Brand collusion
D)  Brand personality destruction
E)  Brand dilutionF) A) and B)
G) C) and D)

Question 3

When personal computers were new,people spent considerable time and energy learning about and investigating choices and options.Now,many consumers replace old computers with little research or investigation.In terms of types of products (specialty,shopping,convenience goods),how have personal computers changed?

Accepted Answer

Students could argue that personal compu...

Question 4

Brand repositioning refers to a strategy in which marketing changes a brand's focus to target new customers or realign the brand with changing perceptions.Another name for brand repositioning is:

Accepted Answer

A)  strategic brand alteration.
B)  change management.
C)  rebranding.
D)  perception tracking.
E)  brand scaling.F) A) and E)
G) C) and E)

Question 5

Though most universities are non-profit organizations,they are engaged in marketing strategy choices,just like businesses.For example,universities must decide if they should increase or decrease product mix breadth,or increase or decrease product line depth.Using your university,describe a real or plausible example of each of these four potential changes.

Accepted Answer

Answers will vary,but an increase in pro...

Question 6

For many years,General Electric had a corporate strategy of being among the top three firms in any market in which it operated; if it could not achieve a top-three position,it would exit the market.This strategy often resulted in the company _______________ when certain product lines failed to meet this expectation.

Accepted Answer

A)  increasing product line depth
B)  decreasing product line depth
C)  decreasing product mix breadth
D)  increasing product mix breadth
E)  introducing brand extensionsF) A) and D)
G) A) and C)

Question 7

Distinguish between primary and secondary packaging.

Accepted Answer

The primary package is the one...

Question 8

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) C) and D)

Question 9

Secondary packaging:

Accepted Answer

A)  can provide information to consumers not found on the primary packaging.
B)  is important to the retailer in terms of convenience in handling.
C)  can be an important positioning tool by helping to convey the brand image.
D)  can allow for cost efficiencies due to larger order and shipment sizes.
E)  All of these.F) C) and D)
G) B) and C)

Question 10

Recent Apple Computer Company ads showed a young,casually-dressed,friendly and knowledgeable person as an Apple computer type,while the Microsoft computer person was portrayed a stiff,geeky,awkward person.Apple was trying to create comparative:

Accepted Answer

A)  product line depth.
B)  brand persuasion orientation.
C)  brand association orientation.
D)  brand extension orientation.
E)  brand personalities.F) C) and E)
G) A) and D)

Question 11

Brands are assets that can be legally protected through:

Accepted Answer

A)  copyrights and trademarks.
B)  financial reporting.
C)  brand extensions.
D)  generic branding.
E)  corporate branding strategies.F) D) and E)
G) All of the above

Question 12

Salina is working to create greater brand awareness for her company's new line of personal digital assistants.To create greater brand awareness Salina will make sure that promotion features the brand:

Accepted Answer

A)  name.
B)  logo.
C)  packaging.
D)  slogan.
E)  any or all of these.F) A) and C)
G) None of the above

Question 13

What do the following brands have in common: Scotch tape,Kleenex tissues,and Xerox copiers?

Accepted Answer

They are all examples of brand...

Question 14

A ___________ is one where there is a contractual arrangement between firms allowing one to use its brand name for a fee.

Accepted Answer

A)  franchise brand
B)  joint venture brand
C)  shared brand
D)  common use brand
E)  licensed brandF) D) and E)
G) C) and D)

Question 15

Parents of young children have been known to drive out of their way so their kids will not see McDonald's Golden Arches and plead with their parents to stop.For McDonalds,the Golden Arches reduce marketing costs because people (including young children) :

Accepted Answer

A)  have memorized the McDonald's menu.
B)  prefer yellow to other colors.
C)  know what the Golden Arches brand symbol means.
D)  recognize increases in product line depth.
E)  are sensitive to brand repositioning.F) All of the above
G) A) and B)

Question 16

Marco tried a new fruit-flavored beverage and thought it was awful.He was especially disappointed because he had liked the dried fruit snacks marketed under the same brand name.Now he wasn't sure he even wanted to buy the snacks he had liked before.This highlights a problem in branding known as:

Accepted Answer

A)  brand dilution.
B)  co-mingled brands.
C)  undifferentiated brands.
D)  approximated brands.
E)  unlicensed brands.F) D) and E)
G) A) and E)

Question 17

Marketers with successful brands sometimes hesitate to expand the use of their brands because:

Accepted Answer

A)  the Federal Trade Commission regulations limit the number of products that can be marketed under an individual brand name.
B)  it is costly to maintain many product lines,and might weaken the firm's brand reputation.
C)  it is often difficult to get additional marketing communications coverage for the brand.
D)  manufacturing divisions usually control brand expansion and are often in conflict with the marketing division.
E)  all of these.F) All of the above
G) A) and B)

Question 18

Harold is a loyal Coca-Cola customer.Loyal customers like Harold are typically less price sensitive than other consumers,benefiting businesses like Coca-Cola.

Accepted Answer

A) True 
 B)False

Question 19

Marketers spend billions of dollars annually attempting to build effective brands.The basic benefit of a brand is that it:

Accepted Answer

A)  creates a basis for effective packaging.
B)  provides a way for a firm to differentiate its product offerings from those of its competitors.
C)  offers consumers promotional parity.
D)  allows manufacturers to ignore promotional expenditures.
E)  reduces the need for product line depth.F) C) and E)
G) A) and D)

Question 20

Zappos is a successful online shoe company.One of the difficulties in running a shoe company is the need to have significant _____________,a large number of items in each product line.

Accepted Answer

A)  brand equity
B)  product line breadth
C)  product line depth
D)  product mix depth
E)  product mix breadthF) B) and C)
G) D) and E)

Exam 10: Product, Branding, and Packaging Decisions

Distinguish between primary and secondary packaging.

Correct Answer
verified
The primary package is the one...
View Answer

Correct Answer
verified
Answers will vary,but an increase in pro...
View Answer

Marketers spend billions of dollars annually attempting to build effective brands.The basic benefit of a brand is that it:

Correct Answer
verified

Marketers with successful brands sometimes hesitate to expand the use of their brands because:

Correct Answer
verified

Correct Answer
verified
Students could argue that personal compu...
View Answer

Brands are assets that can be legally protected through:

Correct Answer
verified

Parents of young children have been known to drive out of their way so their kids will not see McDonald's Golden Arches and plead with their parents to stop.For McDonalds,the Golden Arches reduce marketing costs because people (including young children) :

Correct Answer
verified

Frequent buyer / user award programs are used to:

Correct Answer
verified

Salina is working to create greater brand awareness for her company's new line of personal digital assistants.To create greater brand awareness Salina will make sure that promotion features the brand:

Correct Answer
verified

Correct Answer
verified

Zappos is a successful online shoe company.One of the difficulties in running a shoe company is the need to have significant _____________,a large number of items in each product line.

Correct Answer
verified

Harold is a loyal Coca-Cola customer.Loyal customers like Harold are typically less price sensitive than other consumers,benefiting businesses like Coca-Cola.

Correct Answer
verified

Brand repositioning refers to a strategy in which marketing changes a brand's focus to target new customers or realign the brand with changing perceptions.Another name for brand repositioning is:

Correct Answer
verified

Secondary packaging:

Correct Answer
verified

What do the following brands have in common: Scotch tape,Kleenex tissues,and Xerox copiers?

Correct Answer
verified
They are all examples of brand...
View Answer

________________ occurs when the brand extension adversely affects consumer perceptions about the attributes of the core brand.

Correct Answer
verified

Recent Apple Computer Company ads showed a young,casually-dressed,friendly and knowledgeable person as an Apple computer type,while the Microsoft computer person was portrayed a stiff,geeky,awkward person.Apple was trying to create comparative:

Correct Answer
verified

Marco tried a new fruit-flavored beverage and thought it was awful.He was especially disappointed because he had liked the dried fruit snacks marketed under the same brand name.Now he wasn't sure he even wanted to buy the snacks he had liked before.This highlights a problem in branding known as:

Correct Answer
verified

A ___________ is one where there is a contractual arrangement between firms allowing one to use its brand name for a fee.

Correct Answer
verified

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

Correct Answer
verified

Exam 10: Product, Branding, and Packaging Decisions

Distinguish between primary and secondary packaging.

Correct AnswerverifiedThe primary package is the one...View AnswerShow Answer

Correct AnswerverifiedAnswers will vary,but an increase in pro...View AnswerShow Answer

Marketers spend billions of dollars annually attempting to build effective brands.The basic benefit of a brand is that it:

Correct AnswerverifiedShow Answer

Marketers with successful brands sometimes hesitate to expand the use of their brands because:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedStudents could argue that personal compu...View AnswerShow Answer

Brands are assets that can be legally protected through:

Correct AnswerverifiedShow Answer

Parents of young children have been known to drive out of their way so their kids will not see McDonald's Golden Arches and plead with their parents to stop.For McDonalds,the Golden Arches reduce marketing costs because people (including young children) :

Correct AnswerverifiedShow Answer

Frequent buyer / user award programs are used to:

Correct AnswerverifiedShow Answer

Salina is working to create greater brand awareness for her company's new line of personal digital assistants.To create greater brand awareness Salina will make sure that promotion features the brand:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Zappos is a successful online shoe company.One of the difficulties in running a shoe company is the need to have significant _____________,a large number of items in each product line.

Correct AnswerverifiedShow Answer

Harold is a loyal Coca-Cola customer.Loyal customers like Harold are typically less price sensitive than other consumers,benefiting businesses like Coca-Cola.

Correct AnswerverifiedShow Answer

Brand repositioning refers to a strategy in which marketing changes a brand's focus to target new customers or realign the brand with changing perceptions.Another name for brand repositioning is:

Correct AnswerverifiedShow Answer

Secondary packaging:

Correct AnswerverifiedShow Answer

What do the following brands have in common: Scotch tape,Kleenex tissues,and Xerox copiers?

Correct AnswerverifiedThey are all examples of brand...View AnswerShow Answer

________________ occurs when the brand extension adversely affects consumer perceptions about the attributes of the core brand.

Correct AnswerverifiedShow Answer

Recent Apple Computer Company ads showed a young,casually-dressed,friendly and knowledgeable person as an Apple computer type,while the Microsoft computer person was portrayed a stiff,geeky,awkward person.Apple was trying to create comparative:

Correct AnswerverifiedShow Answer

Marco tried a new fruit-flavored beverage and thought it was awful.He was especially disappointed because he had liked the dried fruit snacks marketed under the same brand name.Now he wasn't sure he even wanted to buy the snacks he had liked before.This highlights a problem in branding known as:

Correct AnswerverifiedShow Answer

A ___________ is one where there is a contractual arrangement between firms allowing one to use its brand name for a fee.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
verified
The primary package is the one...
View Answer

Correct Answer
verified
Answers will vary,but an increase in pro...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Students could argue that personal compu...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
They are all examples of brand...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified