Question 1

The Food and Drug Administration (FDA) requires most food labels in the United States to state how much fat, cholesterol, and protein are in each serving of the product.

Accepted Answer

The FDA does require most food labels in the United States to state the amount of fat, cholesterol, and protein in each serving of the product.

Question 2

Existing brand equity can hamper the success of a brand extension strategy.

Accepted Answer

The answer of Existing brand equity can hamper the success...

Question 3

Heinz and Jack Daniels worked together to produce Jack Daniels grilling sauce. This is an example of cobranding.

Accepted Answer

Cobranding is when two or more brands come together to create a product or service. In this case, Heinz and Jack Daniels collaborated to create a new grilling sauce under the Jack Daniels brand name.

Question 4

Mattel teamed with Coca-Cola to market Soda Fountain Sweetheart Barbie. This is an example of ________.

Accepted Answer

Cobranding is the use of two or more brands together to create a new product or service. In this case, Mattel and Coca-Cola have teamed up to create the Soda Fountain Sweetheart Barbie, which combines the Barbie brand with the Coca-Cola brand to create a new product.

Question 5

Oreos and Coke are both examples of ________.

Accepted Answer

Oreos and Coke are examples of national brands, which are brands owned by manufacturers and distributed nationally, as opposed to store brands or private-label brands that are owned by retailers.

Question 6

Arm & Hammer began as a producer of baking soda. Now the company manufactures detergents, deodorants, and fabric softeners under the Arm & Hammer brand name. Arm & Hammer uses a ________ strategy.

Accepted Answer

Arm & Hammer is using a brand extension strategy by expanding their product line to include detergents, deodorants, and fabric softeners under their established brand name.

Question 7

Kellogg's has marketed Special K cereal for a number of years to a loyal customer base. Its introduction of a new cereal called Special K with Red Berries is an example of a(n) ________ strategy.

Accepted Answer

The introduction of a new cereal called Special K with Red Berries is an example of brand extension strategy as it involves leveraging the equity of an existing brand to introduce a new product with a related product offering.

Question 8

Which of the following would be information included in a UPC code?

Accepted Answer

A UPC code typically includes the manufacturer of the product. It may also include other information such as the product's size and weight. However, it does not contain customer contact information or the retailer's information, and it usually does not include ingredients or expiration dates.

Question 9

The UPC is a global system of product identification.

Accepted Answer

The UPC (Universal Product Code) is primarily used in the United States and Canada for tracking trade items in stores. It is not a global system; the global equivalent is the EAN (International Article Number).

Question 10

Marketers should consider the packaging of other brands within the category when designing their brand's packaging.

Accepted Answer

Marketers should analyze the packaging designs of other brands within the same category to ensure that their brand stands out and is easily recognizable to consumers. This can also help avoid any confusion with similar-looking package designs.

Question 11

Marketers want to increase brand dilution, which refers to the spread of interest in and knowledge about a brand among target consumers.

Accepted Answer

Marketers want to increase brand awareness, not brand dilution. Brand dilution refers to the reduction in brand equity due to overuse, misuse, or mismanagement of a brand.

Question 12

Disney allowed a paint manufacturer to produce paint using the Disney brand name for a specific period of time. Disney paint is an example of ________.

Accepted Answer

Disney allowed a paint manufacturer to produce paint using the Disney brand name for a specific period of time, which is an example of licensing.

Question 13

Packaging plays an important role in communicating brand personality.

Accepted Answer

Packaging is often the first point of contact between a brand and its audience, and therefore it can communicate the brand's personality through its visual design, messaging, and other elements. For example, a minimalist and eco-friendly packaging design might communicate a brand that values simplicity and sustainability, while a bold and colorful design might suggest a brand that is energetic and fun.

Question 14

The Clorox Company marketed a new product called Clorox Oxygen Action multipurpose stain reliever. This is an example of a brand extension.

Accepted Answer

A brand extension is the use of an established brand name to introduce a new product, such as a new flavor, size, or variation of the original product. Clorox, a well-known brand for household cleaning products, introduced a new product under its brand name, indicating a brand extension.

Question 15

The J. M. Smuckers Company makes jams, jellies, fruit spreads, and ice cream toppings. All of these products are sold using the Smuckers brand name. This company uses a(n) ________ strategy.

Accepted Answer

The J. M. Smuckers Company uses a family brand strategy, as all their products are sold under the Smuckers brand name.

Question 16

Discount retailers such as Walmart do not sell private-label brands.

Accepted Answer

This statement is false. Discount retailers such as Walmart do sell private-label brands, which are often marketed under their own name or a brand exclusive to their store. These private-label brands are generally cheaper than national brands and provide a lower-cost alternative for consumers.

Question 17

Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna, even though the Kroger tuna costs $0.15 less per can. Chicken of the Sea has brand ________.

Accepted Answer

Chicken of the Sea has higher brand equity, which represents the value and trust consumers place in a brand. This allows them to sell their product at a higher price point than their competitors, even with a similar product offering.

Question 18

Which of the following is an advantage offered by cobranding?

Accepted Answer

Cobranding allows a company to expand its existing brand into a category it otherwise might have difficulty entering alone. By partnering with another brand, the company can leverage that brand's existing customer base and reputation to help establish its own presence in a new market.

Question 19

Which of the following is NOT required by the U.S. Food and Drug Administration (FDA) on the labels of most foods sold in the United States?

Accepted Answer

While the FDA does require that all ingredients be listed on food labels, the sources of those ingredients are not required to be listed.

Question 20

The Food and Drug Administration (FDA) controls all package communications and labeling in the United States.

Accepted Answer

The FDA regulates food, drugs, and cosmetics labeling, but the Federal Trade Commission (FTC) also oversees package communications and labeling, especially for advertising and marketing practices.

Quiz 9: Product Ii: Product Strategy, Branding, and Product Management