Question 1

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
A)family extension.
B)family packaging.
C)overall packaging.
D)package extension.
E)selective packaging.

Accepted Answer

This is because the approach described is specifically called "family packaging," where all packages have a similar design element to promote an overall brand image.

Question 2

Haley is a graphic artist who is currently working on the development of a new container for mustard and mayonnaise. She is also developing its graphic design. Haley is likely working on the product's
A)licensing.
B)labeling.
C)promotion.
D)packaging.
E)direct media.

Accepted Answer

Haley is developing a new container for mustard and mayonnaise, which falls under the category of packaging. The graphic design she is working on is also likely part of the packaging design.

Question 3

When designing a package, which characteristic is least important?
A)An association with the company's brand mark
B)Cost-effectiveness
C)Environmental responsiveness
D)Safety
E)The value it has as a promotional tool

Accepted Answer

The answer of When designing a package, which characteristic is...

Question 4

In the packaging for a new line of beef jerky, Hormel should avoid the use of ____ in its packaging.
A)Red
B)Yellow
C)Orange
D)Green
E)Clear

Accepted Answer

Green is often associated with freshness and health, which may not align with the perception of beef jerky as a preserved, dried meat product.

Question 5

The most important function of packaging is
A)offering convenience to customers.
B)protecting the product and maintaining its functionality.
C)covering the product.
D)communicating information to the customer.
E)attracting the attention of the customer.

Accepted Answer

While packaging can serve many functions, the most important function is to protect the product and maintain its functionality. Without proper packaging, a product may become damaged or spoiled, rendering it useless to the customer. The other functions listed (offering convenience, covering the product, communicating information, and attracting attention) are all important, but they are secondary to the primary function of protecting the product.

Question 6

Brand licensing agreements can fail for many reasons but usually not because of
A)poor timing in the marketplace.
B)a lack of manufacturing control of the licensed product.
C)a strong match between the product and the licensed brand.
D)using the wrong types of distribution channels to market the product.
E)licensing the brand to too many unrelated products.

Accepted Answer

A strong match between the product and the licensed brand typically contributes to the success of brand licensing agreements, not their failure. This alignment ensures that the product resonates with the brand's existing customer base and leverages the brand's equity effectively.

Question 7

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
A)brand licensing.
B)character exploiting.
C)co-branding.
D)family branding.
E)trademark leasing.

Accepted Answer

This marketing strategy is known as brand licensing, where a company allows other companies to use its brand or characters in exchange for a percentage of the profits.

Question 8

In a brand licensing arrangement, the licensee is responsible for
A)providing the brand name to another organization for use in promoting products.
B)collecting the royalties from sales of the licensed products.
C)half of the financial losses in the event that the licensed brand is a failure.
D)the production, but not the marketing of the licensed product.
E)the manufacturing, marketing, and financing of the licensed product.

Accepted Answer

In a brand licensing arrangement, the licensee is responsible for manufacturing, marketing, and financing the licensed product. They pay royalties to the licensor for the use of the brand name, but they are responsible for all aspects of the product's production and promotion. Therefore, option E is the best choice.

Question 9

To use co-branding effectively, which one of the following is probably least important?
A)The brands involved should represent a complementary fit in a customer's mind.
B)The brands that are teamed together should not lose their individual identities.
C)The brands involved should be owned by two or more organizations.
D)To avoid confusion on the part of customers, co-branding should be done in a way so that it is obvious which brand is the main brand or key brand.
E)The co-branded product should be able to benefit from the distribution system of both brands involved.

Accepted Answer

While it is important for the brands involved to have a complementary fit and maintain their individual identities, and for the co-branded product to benefit from the distribution system of both brands, the least important factor is that the brands are owned by two or more organizations. Co-branding can also occur within one organization, such as when two different product lines are combined under one brand.

Question 10

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
A)brand extension.
B)brand licensing.
C)product continuation.
D)private branding.
E)individual branding.

Accepted Answer

This arrangement is an example of brand licensing, as the Ralph Lauren brand name is being licensed to Dan River Mills to be used on their line of sheets.

Question 11

When Disney characters appear on apparel made by another company, this would be an example of
A)brand licensing.
B)brand extensions.
C)dual-branding.
D)co-branding.
E)cooperative branding.

Accepted Answer

Brand licensing is when a company allows another company to use its brand or a trademarked property in exchange for payment or royalties. In this case, Disney is allowing another company to use its characters on apparel in exchange for payment.

Question 12

All packaging must at a minimum
A)protect and preserve the contents in the package.
B)clearly communicate the contents and the product's benefits.
C)be tamper-proof and safe for children.
D)comply with the FDA's packaging regulations.
E)be made out of the most cost-effective materials available.

Accepted Answer

The answer of All packaging must at a minimum
A)protect and...

Question 13

A Sony laptop that has an "Intel" logo on its keyboard is an example of
A)brand extension.
B)brand licensing.
C)co-branding.
D)individual branding.
E)line family branding.

Accepted Answer

Co-branding refers to the practice of two or more brands collaborating in their marketing efforts, often by creating a new product or service that incorporates elements of each brand. In this case, Sony and Intel have collaborated to produce a laptop that features both of their brands prominently.

Question 14

Which of the following issues is least important in using co-branding effectively?
A)The brands involved should represent a complementary fit in a customer's mind.
B)The brands that are teamed together should not lose their individual identities.
C)The brands involved should be owned by different companies.
D)Co-branding should be done in a way so that it is obvious which brand is the main brand or key brand.
E)Co-branding should take advantage of the distribution capabilities of the brands involved.

Accepted Answer

While it is ideal for co-branded brands to represent a complementary fit in a customer's mind, maintain their individual identities, clearly indicate the key brand, and take advantage of distribution capabilities, it is not necessary for the brands to be owned by different companies in order to use co-branding effectively.

Question 15

Duncan Hines Brownie Mix has revised its packaging with the words "Real Hershey's Chocolate In the Mix" on its box. This is an example of ____ .
A)Brand extension
B)Brand licensing
C)Family branding
D)Co-branding
E)Cohort branding

Accepted Answer

This is an example of co-branding as it involves two brands - Duncan Hines and Hershey's - collaborating to promote their products together.

Question 16

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.
A)Co-branding
B)Individual branding
C)Family branding
D)Product branding
E)Wholesaler branding

Accepted Answer

Co-branding involves linking two brands together to create a new product or service. However, Harley-Davidson's image as a rugged motorcycle brand may not align well with Healthy Choice's image as a health-focused food brand. This mismatch in brand image could potentially harm both brands' reputations and make it difficult to market the co-branded product effectively.

Question 17

A co-branded product from Sony and Martha Stewart would likely fail because
A)neither of these brands is very well known to consumers.
B)their products are not complementary.
C)they are both food products.
D)this co-branding will not provide product differentiation.
E)the market segment for this product is too vast

Accepted Answer

Sony is known for electronics while Martha Stewart is associated with home goods and cooking, making their products non-complementary for a co-branded effort.

Question 18

When a product tries to capitalize on the brand equity of two separate brands, marketers are using
A)licensing.
B)dual-branding.
C)partnerships.
D)brand extension.
E)co-branding.

Accepted Answer

Co-branding is the marketing strategy where two separate brands collaborate to create a unique product that capitalizes on the brand equity of both. So, co-branding is the best choice for the given scenario.

Question 19

If Subway made an agreement allowing another company to use its brand name on a new supermarket ready-to-eat sandwich, this would be called
A)co-branding.
B)brand extension.
C)brand licensing.
D)trademark licensing.
E)cooperative branding.

Accepted Answer

This scenario would be an example of brand licensing, where Subway would allow another company to use its brand name on a product that is not sold exclusively under the Subway brand. Co-branding would involve two brands partnering to create a new product, brand extension would involve a company using its brand name on a new product within the same category, trademark licensing would involve a company allowing others to use its trademark, and cooperative branding would involve two or more brands jointly promoting a product or service.

Question 20

Individual-sized boxes and packages that do not require refrigeration are both benefits of the ____ function of packaging.
A)protection
B)reusability
C)cost effectiveness
D)safety
E)convenience

Accepted Answer

The convenience function of packaging refers to making the product easy to use, store, and transport, and individual-sized boxes and packages that do not require refrigeration are examples of convenient packaging options.

Quiz 11: Product Concepts, Branding and Packaging

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

Haley is a graphic artist who is currently working on the development of a new container for mustard and mayonnaise. She is also developing its graphic design. Haley is likely working on the product's

When designing a package, which characteristic is least important?

In the packaging for a new line of beef jerky, Hormel should avoid the use of ____ in its packaging.

The most important function of packaging is

Brand licensing agreements can fail for many reasons but usually not because of

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

In a brand licensing arrangement, the licensee is responsible for

To use co-branding effectively, which one of the following is probably least important?

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

When Disney characters appear on apparel made by another company, this would be an example of

All packaging must at a minimum

A Sony laptop that has an "Intel" logo on its keyboard is an example of

Which of the following issues is least important in using co-branding effectively?

Duncan Hines Brownie Mix has revised its packaging with the words "Real Hershey's Chocolate In the Mix" on its box. This is an example of ____ .

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.

A co-branded product from Sony and Martha Stewart would likely fail because

When a product tries to capitalize on the brand equity of two separate brands, marketers are using

If Subway made an agreement allowing another company to use its brand name on a new supermarket ready-to-eat sandwich, this would be called

Individual-sized boxes and packages that do not require refrigeration are both benefits of the ____ function of packaging.