Question 1

Which of the following is a benefit of family branding?
A)Each product within the line is given a different name.
B)It builds competition within the company.
C)Each brand markets to a unique target market.
D)When a new product is introduced,consumers and retailers recognize the brand name.

Accepted Answer

Family branding allows new products to benefit from the existing recognition and reputation of the brand name, making it easier for consumers and retailers to trust and accept the new product.

Question 2

Stacy stops at the grocery store to purchase detergent.Tide is her favorite brand,but if another detergent is less expensive,she buys it.This is an example of
A)brand recognition.
B)brand preference.
C)brand awareness.
D)brand insistence.

Accepted Answer

Stacy has a favorite brand (Tide), indicating she prefers it over others. However, her decision to buy another brand if it's less expensive shows she is not exclusively loyal to Tide, fitting the definition of brand preference rather than insistence, recognition, or awareness.

Question 3

Round Pie Inc.(RPI),an international pizza restaurant chain,is the first company that is thought of by most people when the product category of pizzas is mentioned.This instance illustrates RPI's
A)brand awareness.
B)concept testing.
C)brand insistence.
D)test marketing.

Accepted Answer

Brand awareness refers to the extent to which consumers are familiar with the qualities or image of a particular brand of goods or services. In this case, RPI being the first company thought of when pizzas are mentioned indicates high brand awareness among consumers.

Question 4

Ugo Corp.buys,stores,and transfers cosmetic goods produced by Haven Inc.and sells them to consumers or business users.This scenario indicates that Ugo is a
A)direct distribution channel.
B)category advisor.
C)sales office.
D)marketing intermediary.

Accepted Answer

Ugo Corp. acts as a marketing intermediary because it buys, stores, and transfers goods from Haven Inc. to sell them to consumers or business users, facilitating the distribution process.

Question 5

Marco wants a particular brand of golf ball,but his local pro shop does not have it.Instead of buying a substitute,Marco goes home and orders his preferred brand online.Marco is at which stage of brand loyalty?
A)Brand awareness
B)Brand insistence
C)Brand preference
D)Brand recognition

Accepted Answer

Marco is at the stage of brand insistence because he specifically wants a particular brand of golf ball and is not willing to purchase a substitute, indicating a high level of loyalty to that brand.

Question 6

Procter & Gamble markets laundry soap with the brand names of Tide,Cheer,and Dash.Each brand targets a specific market segment.Procter & Gamble is using _____ branding.
A)individual
B)generic
C)family
D)private

Accepted Answer

Procter & Gamble is using individual branding strategy by giving each product a distinct name (Tide, Cheer, Dash) to target different market segments, rather than grouping them under a single brand name or selling them as generic products.

Question 7

A company that is a pioneer in bionics has developed prosthetic limbs that can respond to commands from the brain.They bring in potential recipients in order to make sure that the prostheses are functioning well with different injury types.Which of the following stages of product development does this scenario represent?
A)Focus group testing
B)Concept testing
C)Test marketing
D)Commercialization

Accepted Answer

Focus group testing involves bringing in a small group of potential users to gather feedback on the product, which is what the company is doing by testing the prosthetic limbs with potential recipients to ensure functionality across different injury types.

Question 8

A brand that has been given legal protection is known as a
A)patent.
B)copyright.
C)trademark.
D)royalty.

Accepted Answer

A trademark is a recognizable sign, design, or expression which identifies products or services of a particular source from those of others, thus it is a form of legal protection for brands. Patents protect inventions, copyrights protect original works of authorship, and royalties are payments made for the use of someone else's property, such as patents or copyrights.

Question 9

Which of the following is necessary for a brand to be effective?
A)It should be ambiguous.
B)It should be created with the use of jargon.
C)It should be easy to pronounce.
D)It should be a generic word.

Accepted Answer

An effective brand name should be easy to pronounce to ensure it is memorable and can be easily communicated among consumers. Ambiguity, use of jargon, and genericness can detract from a brand's distinctiveness and memorability.

Question 10

A brand gained immense popularity,and its name passed into common usage.Which of the following is true of this brand name?
A)It is no longer an individual brand.
B)It is no longer legally protectable.
C)It has now achieved brand insistence.
D)It is now a trademark.

Accepted Answer

When a brand name becomes a generic term used to describe a general product or service, it may lose its trademark protection, as it is no longer seen as identifying the source of a product.

Question 11

A(n)_____ is the major supplier designated by a business customer to assume responsibility for dealing with all the other vendors for a project and presenting the entire package to the business buyer.
A)brand manager
B)analyst
C)category advisor
D)associate

Accepted Answer

A category advisor is responsible for managing a specific category of products for a retailer, including dealing with all vendors related to that category, making them the correct choice for a role that involves presenting an entire package to a business buyer.

Question 12

Whytech,which was previously well known for its desktop computers,finds that two of its competitors have withdrawn from the market because of the introduction of affordable laptops in the market.This allows Whytech to garner minor profits.In which of the following stages of the product life cycle is Whytech's product?
A)The growth stage
B)The maturity stage
C)The introduction stage
D)The decline stage

Accepted Answer

Whytech's product is in the decline stage because the introduction of affordable laptops has made desktop computers less desirable, leading to competitors withdrawing from the market. This indicates a decrease in consumer demand and market saturation, typical characteristics of the decline stage.

Question 13

Dole Food Company uses a(n)_____ brand to market the company's entire line of food products,including canned fruits,and packaged salads.
A)family
B)private
C)individual
D)distribution

Accepted Answer

Dole Food Company uses a family brand strategy to market its entire line of food products under one umbrella brand, which helps in creating a unified image for all its products including canned fruits and packaged salads.

Question 14

Mercedes-Benz is an example of a company that benefits from the added value of its successful name.This brand _____ can result in financial gain due to large market shares and less price sensitivity.
A)awareness
B)recognition
C)equity
D)association

Accepted Answer

Brand equity refers to the value a brand adds to a product or service beyond the functional benefits, often leading to greater market share and less price sensitivity among consumers. Mercedes-Benz, with its strong brand, exemplifies how high brand equity can contribute to financial success.

Question 15

While marketing a new wireless phone,Martins Corp.decided to skip the _____ stage of product development due to the expense of developing a limited production run,as well as concern over revealing product strategies to the competition.
A)concept development and business analysis
B)test marketing
C)product development
D)screening

Accepted Answer

Test marketing often involves a limited production run to gauge consumer response, which can be expensive and potentially reveal strategies to competitors. Skipping this stage can save costs and protect product strategies.

Question 16

When Kroger's grocery store puts its own line of detergent on the shelf next to Tide,the store is promoting its _____ brand.
A)individual
B)private
C)manufacturer
D)family

Accepted Answer

When a store sells products under its own brand name, it is known as a private brand or private label. This strategy allows the store to offer exclusive products, often at a lower price than national brands like Tide.

Question 17

A company that sells its products in urban areas of different countries decides to market its products in rural regions of these countries as well.Which of the following changes should be made to the packaging of the product?
A)The color scheme should match the country's flag.
B)The packages should be bigger.
C)The labels should be in the local language.
D)The product information should be omitted.

Accepted Answer

The labels should be in the local language to ensure that the product is accessible and understandable to the rural population, who may not be fluent in the country's official or a foreign language. This helps in better communication of the product's benefits and usage instructions, thereby facilitating wider acceptance.

Question 18

Which of the following is NOT a benefit of using the Universal Product Code (UPC)?
A)It controls inventory.
B)It speeds up retail transactions.
C)It provides caloric and nutrition information.
D)It evaluates customer purchases.

Accepted Answer

The Universal Product Code (UPC) is primarily used for tracking items in stores, speeding up the checkout process, and managing inventory. It does not provide caloric and nutrition information; that information is typically found on the product's packaging or label, not encoded in the UPC itself.

Question 19

Advertising slogans,such as "Just Do It" or "Obey Your Thirst," are _____ that are given legal protection solely to the brand's owner.
A)catchphrases
B)registered phrases
C)brand names
D)trademarks

Accepted Answer

Advertising slogans like "Just Do It" or "Obey Your Thirst" are considered trademarks, which are legally protected and exclusively associated with the brand's owner.

Question 20

Marcello's job is to make sure that his company's goods are transferred from the warehouse to retailers in a timely fashion.Marcello's job involves the _____ function.
A)distribution
B)production
C)finance
D)management

Accepted Answer

Marcello's role focuses on ensuring that goods move from the warehouse to retailers efficiently, which is the essence of the distribution function in a company. This involves logistics, transportation, and supply chain management to get products to their final destination.

Quiz 12: Product and Distribution Strategies

Which of the following is a benefit of family branding?

Stacy stops at the grocery store to purchase detergent.Tide is her favorite brand,but if another detergent is less expensive,she buys it.This is an example of

Round Pie Inc.(RPI) ,an international pizza restaurant chain,is the first company that is thought of by most people when the product category of pizzas is mentioned.This instance illustrates RPI's

Ugo Corp.buys,stores,and transfers cosmetic goods produced by Haven Inc.and sells them to consumers or business users.This scenario indicates that Ugo is a

Marco wants a particular brand of golf ball,but his local pro shop does not have it.Instead of buying a substitute,Marco goes home and orders his preferred brand online.Marco is at which stage of brand loyalty?

Procter & Gamble markets laundry soap with the brand names of Tide,Cheer,and Dash.Each brand targets a specific market segment.Procter & Gamble is using _____ branding.

A brand that has been given legal protection is known as a

Which of the following is necessary for a brand to be effective?

A brand gained immense popularity,and its name passed into common usage.Which of the following is true of this brand name?

A(n) _____ is the major supplier designated by a business customer to assume responsibility for dealing with all the other vendors for a project and presenting the entire package to the business buyer.

Dole Food Company uses a(n) _____ brand to market the company's entire line of food products,including canned fruits,and packaged salads.

Mercedes-Benz is an example of a company that benefits from the added value of its successful name.This brand _____ can result in financial gain due to large market shares and less price sensitivity.

While marketing a new wireless phone,Martins Corp.decided to skip the _____ stage of product development due to the expense of developing a limited production run,as well as concern over revealing product strategies to the competition.

When Kroger's grocery store puts its own line of detergent on the shelf next to Tide,the store is promoting its _____ brand.

A company that sells its products in urban areas of different countries decides to market its products in rural regions of these countries as well.Which of the following changes should be made to the packaging of the product?

Which of the following is NOT a benefit of using the Universal Product Code (UPC) ?

Advertising slogans,such as "Just Do It" or "Obey Your Thirst," are _____ that are given legal protection solely to the brand's owner.

Marcello's job is to make sure that his company's goods are transferred from the warehouse to retailers in a timely fashion.Marcello's job involves the _____ function.