Deck 11: Product, Branding, and Packaging Decisions

Question 1

The logo and slogans associated with a company are examples of brand elements.

Answer 1

True

Question 2

A product might be a place such as a mini golf course.

Answer 2

True

Question 3

Brands are assets that can be legally protected through trademarks.

Answer 3

True

Question 4

The complete set of all products and services a company offers is known as its marketing mix.

Question 5

A product is anything that is of value to a consumer and can be offered through a voluntary marketing exchange.

Question 6

Sales of private-label brands continue to increase, particularly in big-box stores such as Costco.

Question 7

Brands enable customers to quickly differentiate one firm or product from another.

Question 8

Geoff is a loyal Pepsi customer. Loyal customers like Geoff require lower marketing expenditures, benefiting businesses like Pepsi.

Question 9

When purchasing a mobile phone, the product you are buying is more than just the phone.

Question 10

Sherri always liked Nine West shoes, so when she was shopping for fashion boots, she ordered a pair made by Nine West without thinking too much about it. This demonstrates how brands facilitate purchases.

Question 11

A customized carved cedar wood sign for your house is an example of a convenience product.

Question 12

The more familiar customers are with a brand, the harder their decision-making process will be.

Question 13

For the average college student, a retirement account would be a shopping product.

Question 14

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

Question 15

Brand equity is calculated by subtracting sales of generic brands from the sales of branded items in a category.

Question 16

National brands are products developed by retailers for their exclusive distribution.

Question 17

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.

Question 18

When Mars manufactures M&M's, Snickers, and other confectionary products, or when Trek designs bicycles, each company's core question is: How do we produce this product in the least expensive manner?

Question 19

Cassandra traded in her old car for her dream car, a new BMW sedan. The BMW is considered a specialty product.

Question 20

A decrease in a company's product depth will always hurt its marketing efforts.

Question 21

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

A)core customer value
B)associated services
C)augmented products
D)product support
E)purchasing parity

Question 22

For a major university, undergraduate studies, graduate studies, and professional programs would be ________ within the university's product mix.

A)brand associations
B)family brands
C)co-brands
D)product lines
E)private-label brands

Question 23

Marketers need to think about the product offer as more than just its physical characteristics or its basic service function. Which component includes associated services such as warranties, financing, support, and after-sale service?

A)augmented product
B)core customer value
C)actual product
D)modified product
E)core product

Question 24

What aspect of the product is being described when an appliance store salesperson explains that each refrigerator comes with a five-year extended warranty and a seven-year maintenance plan?

A)actual product
B)associated services
C)product style
D)product position
E)product concept

Question 25

While Jillian was shopping at the kitchen and bath store she noticed a small spatula for sale that was promoted as "getting the last drop of lotion out of the bottle." Jillian had never heard of such a product before but bought one because she was often frustrated about product left in the bottle. This spatula is an example of a(n)_____ product for Jillian.

A)specialty
B)delivery
C)unsought
D)convenience
E)shopping

Question 26

Michael likes artisan bread and will drive to multiple stores to find his favorite brand. His brother, Matthew, loves bread but doesn't care about brands. For Michael, bread is a ________ good while for Matthew it is a ________ good.

A)shopping; specialty
B)convenience; shopping
C)convenience; specialty
D)specialty; convenience
E)unique; universal

Question 27

When a salesperson calls you at random to sell a cemetery plot, this is most likely what type of product?

A)unsought product
B)shopping product
C)convenience product
D)line extension
E)secondary product

Question 28

In entertainment licensing, the major risk to licensees is that the brand will become overexposed.

Question 29

When Renata planned her trip to Sweden, she spent months evaluating packages, airfares, and hotel accommodations. Renata's trip is an example of a(n)________ product.

A)specialty
B)convenience
C)unsought
D)shopping
E)sought

Question 30

Zappos, an online shoe company, knows shoes are typically a(n)________ good, with consumers often spending time comparing alternatives. It overcomes that aspect of consumers' search process by offering a free, no-questions-asked return policy.

A)specialty
B)shopping
C)convenience
D)ritual
E)impulse

Question 31

Martina has been asked to prepare a report detailing all the attributes of the "actual product." Which of these features can she leave out of her report?

A)product warranty
B)features
C)design
D)quality
E)brand name

Question 32

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

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

Question 33

Marketers selling milk, bread, and other consumer staples know that most customers do not spend much time searching or comparing alternatives. For most consumers, these are ________ goods.

A)specialty
B)shopping
C)convenience
D)ritual
E)impulse

Question 34

Sierra Hats Inc. previously sold just ten types of hats and cornered the market in hat sales for years. Eight months ago the company decided to add 20 new hats and since many of the hats are similar to the original ten hats, sales have been lost on the existing brands. In other words, sales of the new hats have ________ the existing brands.

A)cannibalized
B)re-positioned
C)co-branded
D)broadened
E)consumed

Question 35

For a company like Pepsi, brand dilution occurs when it sells more product than the competition.

Question 36

From a business perspective, a product label is just a required sticker on a package.

Question 37

When Colleen selects a case of 7-Up for her party, she is attracted by the holiday-themed box featuring green and white bells. What Colleen is seeing is referred to as the secondary package.

Question 38

Some credit cards provide free liability insurance, funded by the bank issuing the card, when a customer pays for a rental car using the card. This extra insurance is an example of

A)product style.
B)the actual product.
C)an associated service.
D)the product position.
E)the core value.

Question 39

Melanie is taking a backpacking trip across Canada. She wants to make sure that the backpack she chooses is the best one for her adventure, so she is spending a considerable amount of time comparing alternatives to make sure she selects the best one. For Melanie, this backpack represents what type of product?

A)convenience
B)unsought
C)shopping
D)luxury
E)routine

Question 40

If Microsoft decided to sell mobile phones under the Xbox brand (which it uses for its gaming systems), this would be an example of a line extension.

Question 41

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.

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

Question 42

The Haffen washing machine corporation is advertising its new eco-friendly washer. It understands that its competition, is known for being economical, a good value, aesthetically pleasing, and good for the environment. The competitor has the advantage of

A)copyrights and trademarks.
B)brand awareness.
C)brand extensions.
D)generic branding.
E)brand associations.

Question 43

The decision to delete a product is never taken lightly because, generally, manufacturers

A)have offered the product line to other firms for purchase.
B)have made substantial investments in product development and manufacturing.
C)have promised consumers they will maintain the product.
D)have used brand repositioning to improve results.
E)must meet federal standards when taking products off the market.

Question 44

Marketing expenditures allocated carefully can result in greater brand recognition, awareness, perceived value, and consumer loyalty for the brand, which all enhance the brand's

A)positioning.
B)licensing.
C)association.
D)equity.
E)solvency.

Question 45

In addition to extensive online and outdoor advertising, Under Armour has intensified its ________ efforts by signing Washington Nationals baseball star Bryce Harper to the biggest endorsement deal for an MLB player.

A)logo
B)branding
C)social media
D)value
E)differentiation

Question 46

When Kellen shops for nail polish, she always buys Burnt Cinnamon by Maybelline. This is an example of

A)brand loyalty.
B)brand awareness.
C)brand association.
D)brand equity.
E)perceived value.

Question 47

One important purpose of a brand is to

A)capture advertising space.
B)minimize product line depth needed to be effective.
C)increase consumer recognition and awareness.
D)reduce product packaging.
E)meet government regulations.

Question 48

For a brand name to be effective, it needs to be

A)easy for consumers to recognize and remember.
B)a catchy, tongue-twisting phrase.
C)a visual image containing human characters.
D)generic, so it can be applied to as many products as possible.
E)associated with a sports or movie superstar.

Question 49

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

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

Question 50

It is Jason's job to determine how many consumers in the market are familiar with his company's Straight Shot brand of jeans. What information is Jason looking for?

A)brand awareness
B)brand loyalty
C)brand associations
D)brand conceptualization
E)perceived value

Question 51

The Doritos advertising effort of "Live Mas," which is Spanish for "Live More," is meant to suggest a lifestyle aspiration. If consumers make a connection between the Doritos brand and this promotional effort, then Doritos has created

A)brand ownership.
B)a brand extension.
C)brand loyalty.
D)brand dilution.
E)a brand association.

Question 52

If many consumers in the marketplace are familiar with a brand and what it stands for and have an opinion about the brand, the brand has considerable

A)awareness.
B)equity.
C)extension.
D)integration.
E)depth.

Question 53

In response to increasing consumer preferences, SlipShod Shoe Corp. started selling their best-selling shoe with various colored shoe laces and different colored soles. By doing so, the company added 18 different shoes to its line. In this example, the company is

A)increasing breadth.
B)mixing depth
C)increasing depth.
D)decreasing breadth
E)decreasing depth.

Question 54

The value of a brand can be defined as the

A)difference between brand equity and brand liability.
B)corporate profitability divided by the monthly brand earnings.
C)earning potential of the brand over the next 12 months.
D)effect of brand dilution if it occurred.
E)average product line depth.

Question 55

When consumers associate a brand with a certain level of quality and familiar attributes, allowing consumers to make quick decisions, the brand is

A)establishing novelty.
B)the only one the consumer will consider.
C)reducing delivery costs.
D)facilitating purchasing.
E)creating brand dilution.

Question 56

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

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.

Question 57

As Kendra and her family drove from Chicago to Orlando, they played a game that involved counting the number of McDonald's golden arches they saw along the way. The arches are McDonald's

A)name.
B)symbol.
C)design.
D)term.
E)theme.

Question 58

Marketers with successful brands sometimes hesitate to expand their brands because

A)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 it might weaken the brand's meaning.
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)the current economy can support only a limited number of product options.

Question 59

Firms spend millions of dollars annually to build brand equity, recognizing that brand equity contributes to

A)product mix breadth.
B)corporate stakeholder relations.
C)profitability.
D)brand liability.
E)perceived brand personality.

Question 60

Firms that use the same brand name for new products can spend relatively less on marketing costs for the new product because

A)brands protect corporate copyrights.
B)consumer loyalty can be bought for less now compared to the past.
C)brand equity can be obtained only by means of product line depth.
D)people already know what the brand means.
E)well-known brands are less likely to introduce brand extensions.

Question 61

For marketers, one of the benefits of achieving brand loyalty is

A)recognition through industry awards.
B)lower marketing costs associated with reaching loyal customers.
C)increased price sensitivity among loyal customers.
D)greater concern about competitors' actions.
E)few worries about copyright infringement.

Question 62

Brands can be owned by

A)manufacturers only.
B)any firm in the supply chain.
C)retailers only.
D)wholesalers and retailers only.
E)private-label generic retailers only.

Question 63

Why would a firm spend over $2 million for a 30-second ad on television during the Super Bowl?

A)because of the annual competition for the most creative Super Bowl ad
B)because the Super Bowl offers an opportunity to create significant brand awareness
C)because the Super Bowl is a significant opportunity to be associated with local marketing
D)because Super Bowl ads generate brand loyalty
E)because it is the most cost-effective use of advertising dollars

Question 64

Kraft, Nike, KitchenAid, and Sony are considered famous ________ brands because they are owned and managed by the manufacturer.

A)national
B)retailer
C)international
D)premium
E)family

Question 65

A tablet programmed with key customers' birthdates, wine preferences, and food allergies would be used by a restaurant as a _____ tool.

A)SKU
B)PDQ
C)IMF
D)CRM
E)GATT

Question 66

Whether they like them or not, most U.S. automobile customers are familiar with and have an opinion about American-made cars. This familiarity makes it easier for consumers to

A)meet their self-actualization needs.
B)make purchase decisions.
C)consider repositioning their opinions.
D)pursue generic alternatives.
E)negotiate discounts.

Question 67

Henri is passionate about American Eagle. It is the only place he'll buy his clothes. He hasn't shopped anywhere else in the last few years and will often write positive reviews on his blog about American Eagle's merchandise. From a strictly marketing perspective, Henri's positive reviews reflect

A)social marketing.
B)brand loyalty.
C)self-actualization.
D)motivation.
E)brand extension.

Question 68

Margret always buys Lay's brand potato chips. She does not even consider alternatives. Margret is a ________ customer.

A)price-sensitive
B)brand-persuasion-oriented
C)brand-association-oriented
D)brand-extension-oriented
E)brand-loyal

Question 69

What is the best example of a family brand?

A)Cadillac, GMC, and Chevrolet
B)Kraft Macaroni & Cheese and Kraft Mayo
C)Kellogg's Special K and Famous Amos Chocolate Chip Cookies
D)Lifesavers Soda, Coca-Cola, and Diet Coke
E)KFC\Taco Bell fast foods

Question 70

Sam is deciding whether to purchase brand-name running shorts or a less expensive store brand. He has purchased other shorts with the same brand name in the past but was only marginally satisfied-despite the cost. In this situation, Sam is likely to purchase the store-brand running shorts because at less the cost, they offer

A)better brand recognition.
B)higher brand loyalty.
C)greater perceived value.
D)a better brand image.
E)more product line depth.

Question 71

Coca-Cola is a huge national brand manufacturer. By owning its own brands, Coca-Cola

A)can monopolize store brands.
B)has greater opportunity to dictate retail pricing.
C)retains greater control over its marketing strategy.
D)can increase brand dilution.
E)can eliminate any local competition.

Question 72

Sometimes brand names become synonymous with a product itself. If that happens, the brand

A)has achieved brand stabilization.
B)could lose its trademark status.
C)should try co-branding to avoid brand dilution.
D)should consider a new packaging strategy.
E)easily eliminates all competition.

Question 73

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

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

Question 74

Relatively few consumers like to go to the dentist. Dental insurance plans that pay for regular checkups increase the ________ of dental care by reducing the cost to the consumer.

A)perceived value
B)brand awareness
C)brand loyalty
D)generic positioning
E)brand extension

Question 75

Sweet Susan's Bakery rewards customers who make $40 in purchases on their punch cards. Each customer gets 20% off their next purchase. This punch card is one way Sweet Susan's Bakery is building

A)awareness of the brand.
B)perceived value of the brand.
C)loyalty to the brand.
D)product identification of the brand.
E)association of the brand.

Question 76

The basic reason manufacturers spend time and money building their own brands is to

A)generate the marketing mix.
B)build brand equity.
C)offset the power of private-label manufacturers.
D)create positioning possibilities for their generic product lines.
E)maximize product line depth.

Question 77

Imagine that you are the marketing manager of a clothing chain that wants to implement a customer reward and loyalty program. You research the firm Bring Back Buyers Inc., which offers its services to global and boutique clothing retailers to develop and execute these types of programs. Bring Back Buyers Inc. is a company that focuses on

A)customer relationship management.
B)building brand awareness.
C)building brand associations.
D)increasing perceived value.
E)increasing brand equity.

Question 78

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

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.

Question 79

In a competitive market, perceived value is determined by consumers mostly

A)by quantitative analysis of brand personalities.
B)in relation to the value of its close competitors.
C)by weighing primary versus secondary benefits.
D)by trying out different products.
E)through brand association and brand licensing.

Question 80

Frequent buyer\user award programs can be used to

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