Question 1

Thirty-six percent of sales at supermarkets in the United Kingdom carry the stores' own brand names. Eighteen percent of all supermarket sales in France and Germany carry the stores' own brand names. And in the United States, 14 percent carry the stores' own brand names. These stores use a __________ strategy to sell other manufacturers' products with their own brand names.

Accepted Answer

The given scenario describes the private branding strategy, where the stores sell products from other manufacturers under their own brand names. This increases customer loyalty towards the store and generates higher profits for the retailer. Therefore, private branding is the most suitable option among the given choices.

Question 2

Among teenagers, Pez has a __________ percent awareness level.

Accepted Answer

Pez has a 98% awareness level among teenagers.

Question 3

Any container in which a product is offered for sale and on which information is communicated is referred to as

Accepted Answer

Packaging refers to the physical container in which a product is offered for sale and on which information is communicated. The package contains the product and protects it from damage during transportation, storage, and handling. The packaging also serves as a marketing tool, as it communicates information about the product, such as its features, benefits, and usage instructions.

Question 4

The three main benefits packaging provides to manufacturers, retailers, and consumers are communication benefits, perceptual benefits, and __________ benefits.

Accepted Answer

The third benefit that packaging provides is functional benefits. These include protection, convenience, and handling benefits that make products easier to transport, store, and use. Personal, financial, and societal benefits are not typically associated with packaging, while aesthetic benefits could fall under the perceptual benefits category.

Question 5

Which of the following statements regarding labels is most accurate?

Accepted Answer

Labels are important because they often serve as the first point of contact with the consumer. While they can be expensive, the information they convey can help consumers make informed buying decisions.

Question 6

Private branding is also referred to as private labeling or

Accepted Answer

Private branding involves a company manufacturing products and selling them under the brand name of a retailer or reseller. Therefore, it is also referred to as reseller branding. Generic branding refers to selling products without a brand name, multibranding involves creating several brands within the same product category, co-branding involves using multiple brands to market a product, and multiproduct branding involves using a single brand to market different product categories.

Question 7

Which of the following is not true about a multibranding strategy?

Accepted Answer

Option D is not true as a multibranding strategy is not used when a firm produces products and sells them under the brand name of a wholesaler or retailer. This is an example of private branding where a wholesaler or retailer produces and sells products under its own brand name. Multibranding, on the other hand, involves a firm producing and marketing multiple brands for different market segments.

Question 8

Pez was originally sold in Europe as an adult

Accepted Answer

Pez was originally marketed in Europe as a breath mint before becoming popular as a candy.

Question 9

Private branding refers to a branding strategy in which a firm

Accepted Answer

Private branding, also known as private labeling, is when a company creates products but sells them under the name of a wholesaler or retailer. This allows the retailer to have its own brand without having to invest in creating and developing the product themselves.

Question 10

An integral part of the package that typically identifies the product or brand, who made it, where and when it was made, how it is to be used, and package contents and ingredients is referred to as

Accepted Answer

A label is typically used to provide important information about the product, including the brand name, manufacturer information, usage instructions, and ingredients. The other options are important aspects of product packaging, but they do not encompass all of the information that is typically provided on a label.

Question 11

Packaging

Accepted Answer

Packaging is a container in which a product is offered for sale and on which label information is communicated.

Question 12

Pez was originally sold in Europe as __________ in plain headless dispensers. The product got its name from the German word pfefferminz, which means peppermint.

Accepted Answer

Pez was originally sold as a breath mint in Europe, and its name is derived from the German word "pfefferminz," meaning peppermint.

Question 13

Mixed branding refers to a branding strategy in which a firm

Accepted Answer

Mixed branding strategy involves using both the company's brand name and a reseller's brand name to market products. This is done when the segment attracted to the reseller is different from the company's own market. Therefore, option E is the best choice.

Question 14

A manufacturer can successfully use mixed branding because

Accepted Answer

Mixed branding is when a manufacturer creates a new brand name for a product that is sold through a reseller, instead of using their own established brand name. This strategy is used when the target market segment for the reseller product is different from the manufacturer's own targeted market segment. This allows the manufacturer to capture a new market segment without diluting their own brand image. Therefore, option B is the correct answer.

Question 15

A branding strategy in which a firm markets some products under its own name(s) and other products under the name of a reseller because the segment attracted to the reseller is different from its own market is referred to as

Accepted Answer

Mixed branding is a strategy used by a firm to market its own products under its brand name and also sell products through resellers under a different brand name. This strategy is used when the target market for the reseller's products is different from the target market for the firm's own products. This approach allows the firm to reach a wider audience and benefit from the reseller's customer base, while still maintaining its own brand identity.

Question 16

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

Accepted Answer

Directions and information on packaging labels provide communication benefits, as they help consumers understand how to use the product and what it is made of.

Question 17

A company uses __________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

Accepted Answer

Private branding, also known as private label or store branding, refers to products that are manufactured by one company but sold under the brand name of a wholesaler or retailer. This allows the retailer to offer exclusive products and maintain greater control over their pricing and marketing strategies.

Question 18

The central element of the marketing strategy for Pez Candy, Inc., is the

Accepted Answer

The central element of the marketing strategy for Pez Candy, Inc. is the container, as the unique and collectible design of the Pez dispenser is what sets the brand apart from competitors and drives customer loyalty.

Question 19

Customer value can assume numerous forms. For Pez Candy, Inc., customer value manifests itself in the form of

Accepted Answer

Pez Candy, Inc. has differentiated itself in the marketplace by producing character candy dispensers, which have become a collectible item for many consumers. This unique value offering has helped Pez Candy, Inc. establish a loyal customer base.

Question 20

The communication aspect of packaging on a can of Campbell's soup would most likely be of the greatest benefit to

Accepted Answer

The communication aspect of packaging on a can of Campbell's soup, such as indicating if it is vegetarian or gluten-free, would be most beneficial to people with dietary restrictions.

Quiz 11: Managing Successful Products Services and Brands