Question 1

Which of the following is identified by the text as one of the major functions of packaging?
A)contains the brand equity
B)guarantees product quality
C)protects the trademark
D)promotes the product

Accepted Answer

The text identifies that one of the major functions of packaging is to promote the product. The other options are not specifically mentioned as major functions of packaging in the given text.

Question 2

Procter & Gamble makes Camay soap for people concerned with soft skin and Safeguard for those who want deodorant protection. Which type of strategy is the company using?
A)individual branding
B)family branding
C)combination branding
D)trademarked branding

Accepted Answer

Procter & Gamble is using individual branding by creating distinct brands (Camay and Safeguard) for different consumer needs.

Question 3

Baked beans, ketchup, and pizzas are all manufactured under the Heinz brand name. What strategy is Heinz using?
A)family branding
B)generic branding
C)bargain branding
D)umbrella branding

Accepted Answer

Heinz is using family branding, also known as corporate branding, which involves marketing different products under a single brand name. This strategy can help to improve brand recognition and loyalty across various products.

Question 4

Your boss has just told you to work on getting trademark protection for a new brand of backpack the firm has developed. The product is to be called the Thermos Pak and has a unique logo. Why will this protection be difficult?
A)Thermos is a generic product name.
B)Proving your product is unique to get a trademark is hard to do and expensive.
C)Many competitors are trying for the same trademark.
D)Brand logo designs, even as unique as yours, cannot be trademarked.

Accepted Answer

"Thermos" is a term that is commonly used to refer to a type of insulated flask for keeping liquids hot or cold. As such, it may be difficult to obtain trademark protection for a product called the "Thermos Pak" because the term "thermos" could be considered generic or descriptive. It's also possible that other companies may be using or seeking to use the term "Thermos" as part of their brand names, which could make it even harder to secure trademark protection.

Question 5

A small chain of supermarkets in western Canada sells only manufacturers' brands. Which of the following is one of the arguments you could have used to dissuade the supermarket chain owner from selling only manufacturers' brands?
A)A well-known manufacturers' brand will not enhance the chain's image.
B)Manufacturers rarely spend money advertising the brand name to consumers.
C)Manufacturers typically offer a lower gross margin than could be earned on private-label brands.
D)Manufacturers force the chain to carry a large in-store inventory.

Accepted Answer

Selling only manufacturers' brands may result in a lower gross margin for the supermarket chain compared to earning higher margins on private-label brands. Therefore, this could be a convincing argument to dissuade the supermarket chain owner from selling only manufacturers' brands.

Question 6

Rosa's husband Phil has a cold. Rosa went to the store to buy something that would help Phil sleep. Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapour rub. The package showed both the Breathe Right and the Vicks brand names. Which type of branding is this an example of?
A)equity
B)ingredient
C)family
D)private

Accepted Answer

This is an example of ingredient branding, where a component or ingredient of a product (Vicks mentholated vapour rub) is branded and used to enhance the main product (Breathe Right nasal strips). This strategy leverages the brand equity of the ingredient to add value to the main product.

Question 7

You have to convince your boss that packaging will be the key to increasing sales of the company's new line of instant pudding mixes. What do you tell him about the packaging?
A)It will cause no environmental damage.
B)It allows products to be shipped more easily.
C)It conforms to government regulations.
D)It can be used to help promote the product.

Accepted Answer

Packaging is not just about protecting the product, it is also a powerful marketing tool. Eye-catching and informative packaging can attract customers and promote the product. By designing the packaging in a way that is visually appealing and emphasizes the benefits of the product, customers will be more likely to choose it over competitors.

Question 8

Tyler wants the Coca-Cola Barbie by Mattel for her birthday. This Mattel product contains items with the Coca-Cola trademark, and Barbie is wearing an outfit in Coca-Cola red and white. Because both brands are receiving equal treatment, what is this most likely an example of?
A)cooperative branding
B)ingredient branding
C)umbrella branding
D)complementary branding

Accepted Answer

This is an example of cooperative branding, where two brands are promoting each other equally.

Question 9

When a product name becomes generic, what will happen next?
A)The firm must use black-and-white packaging.
B)Competitors are prohibited by law from using the trademark.
C)The price will have to drop to appeal to lower-income consumers.
D)The product name is no longer recognized as the exclusive property of one firm.

Accepted Answer

When a product name becomes generic, it means that the name has become commonly used to describe a type of product instead of exclusively identifying one specific brand. This means that the product name is no longer recognized as the exclusive property of one firm, and other companies are free to use it to describe their own products. There are no legal restrictions on competitors using the generic name, and the original firm may need to rebrand to stand out in the market. There is no requirement for a change in packaging or a drop in price.

Question 10

Callaway & Kirk, a division of Callaway Arts & Entertainment, markets a collection of garden products, home decor, and apparel featuring Miss Spider and her friends, under the Sunny Patch brand name. Which type of branding strategy is this an example of?
A)equity
B)family
C)private
D)individual

Accepted Answer

This is an example of a family branding strategy as all the products marketed under Sunny Patch brand name feature Miss Spider and her friends, creating a family of products.

Question 11

Because of who owns them, what are the brand names used on Del Monte, Pillsbury, Harley-Davidson, and Purina products called?
A)manufacturers' brands
B)private brands
C)family brands
D)individual brands

Accepted Answer

These are examples of manufacturers' brands, which are owned by the companies that produce the products.

Question 12

Heinz is a leading global food manufacturer. It manufactures and markets Farley's (baby food), Linda McCartney Foods (vegetarian meals), and Weight Watchers Foods (diet meals and supplements). The use of these brand names instead of the Heinz name is an example of which type of branding strategy?
A)individual
B)synergistic
C)umbrella
D)family

Accepted Answer

The use of different brand names for different products, as Heinz does with Farley's, Linda McCartney Foods, and Weight Watchers Foods, is an example of an individual branding strategy. This approach allows each product to have its own identity and marketing strategy, which can be tailored to its specific target market.

Question 13

Jennifer purchased Cascade 2-in-1 ActionPacs for her dishwasher. The packaging said the product combines the scrubbing power of Cascade with the grease-fighting power of Dawn dishwashing detergent. What type of cobranding does this product represent?
A)cooperative
B)complementary
C)piggyback
D)ingredient

Accepted Answer

This product represents ingredient cobranding because it combines two separate products, Cascade and Dawn, into one single product.

Question 14

Fruit of the Loom is a brand name for underwear, t-shirts and sleep pants. People often refer to Fruit of the Loom as if it were the product name. What might the brand name someday become?
A)a generic product name
B)a certified name
C)a trademark
D)a faux brand

Accepted Answer

If people continue to refer to Fruit of the Loom as the product name, it may eventually become a generic product name, like Kleenex or Band-Aid. This would mean that the brand name would no longer be protected under trademark law.

Question 15

Maureen purchased a package of Bounce fabric sheets with Febreeze citrus scent. Since both brands were prominently listed on the package, what would this be an example of?
A)equity branding
B)cobranding
C)conjunctive branding
D)complementary branding

Accepted Answer

This is an example of cobranding, where two brands (Bounce and Febreeze) are prominently featured together on the package.

Question 16

About one out of every two fans sold in North America is The Home Depot's Hampton Bay brand. What type of brand is Hampton Bay?
A)manufacturers'
B)international
C)family
D)private

Accepted Answer

Hampton Bay is a private brand exclusive to The Home Depot.

Question 17

According to the textbook, which of the following statements best describes an advantage to retailers associated with developing their own brands?
A)Dealers must market the brand, thus improving its skills base.
B)Higher margins are available on private brands.
C)Private brands, particularly those owned by discounters, are perceived to be of a higher quality.
D)Dealers often buy in large quantities and thus always have a ready supply.

Accepted Answer

Developing their own brands allows retailers to have control over pricing and promotion, leading to higher margins.

Question 18

While StarKist tuna is still available in cans, it is now also available in a 340-gram family-size pouch. What was this change in packaging the result of?
A)a repositioning strategy
B)a new strategy of segmenting the company's market
C)a move toward functional obsolescence
D)a brand equity strategy

Accepted Answer

The change in packaging from cans to a family-size pouch suggests a new strategy of segmenting the company's market. The company likely identified a segment of consumers who prefer larger portions of tuna and/or a more convenient packaging option. This change allows StarKist to better meet the specific needs of this segment and potentially increase their market share in this area.

Question 19

Supermarket chain Loblaws has rolled out Decadent Chocolate Chip Cookies and a variety of other product lines with the PC brand. The PC brand, which is owned by Loblaws, is an example of which type of brand?
A)master brand
B)private brand
C)family brand
D)manufacturers' brand

Accepted Answer

PC brand is a private brand, which is owned by Loblaws.

Question 20

What is a legal term indicating the owner's exclusive right to use a brand name or other identifying mark?
A)trademark
B)patent
C)brand
D)private brand

Accepted Answer

A trademark is a legal term indicating the owner's exclusive right to use a brand name or other identifying mark. Trademarks distinguish the goods or services of a particular source from those of other sources.

Quiz 10: Product Concepts

Which of the following is identified by the text as one of the major functions of packaging?

Procter & Gamble makes Camay soap for people concerned with soft skin and Safeguard for those who want deodorant protection. Which type of strategy is the company using?

Baked beans, ketchup, and pizzas are all manufactured under the Heinz brand name. What strategy is Heinz using?

Your boss has just told you to work on getting trademark protection for a new brand of backpack the firm has developed. The product is to be called the Thermos Pak and has a unique logo. Why will this protection be difficult?

A small chain of supermarkets in western Canada sells only manufacturers' brands. Which of the following is one of the arguments you could have used to dissuade the supermarket chain owner from selling only manufacturers' brands?

Rosa's husband Phil has a cold. Rosa went to the store to buy something that would help Phil sleep. Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapour rub. The package showed both the Breathe Right and the Vicks brand names. Which type of branding is this an example of?

You have to convince your boss that packaging will be the key to increasing sales of the company's new line of instant pudding mixes. What do you tell him about the packaging?

Tyler wants the Coca-Cola Barbie by Mattel for her birthday. This Mattel product contains items with the Coca-Cola trademark, and Barbie is wearing an outfit in Coca-Cola red and white. Because both brands are receiving equal treatment, what is this most likely an example of?

When a product name becomes generic, what will happen next?

Callaway & Kirk, a division of Callaway Arts & Entertainment, markets a collection of garden products, home decor, and apparel featuring Miss Spider and her friends, under the Sunny Patch brand name. Which type of branding strategy is this an example of?

Because of who owns them, what are the brand names used on Del Monte, Pillsbury, Harley-Davidson, and Purina products called?

Heinz is a leading global food manufacturer. It manufactures and markets Farley's (baby food) , Linda McCartney Foods (vegetarian meals) , and Weight Watchers Foods (diet meals and supplements) . The use of these brand names instead of the Heinz name is an example of which type of branding strategy?

Jennifer purchased Cascade 2-in-1 ActionPacs for her dishwasher. The packaging said the product combines the scrubbing power of Cascade with the grease-fighting power of Dawn dishwashing detergent. What type of cobranding does this product represent?

Fruit of the Loom is a brand name for underwear, t-shirts and sleep pants. People often refer to Fruit of the Loom as if it were the product name. What might the brand name someday become?

Maureen purchased a package of Bounce fabric sheets with Febreeze citrus scent. Since both brands were prominently listed on the package, what would this be an example of?

About one out of every two fans sold in North America is The Home Depot's Hampton Bay brand. What type of brand is Hampton Bay?

According to the textbook, which of the following statements best describes an advantage to retailers associated with developing their own brands?

While StarKist tuna is still available in cans, it is now also available in a 340-gram family-size pouch. What was this change in packaging the result of?

Supermarket chain Loblaws has rolled out Decadent Chocolate Chip Cookies and a variety of other product lines with the PC brand. The PC brand, which is owned by Loblaws, is an example of which type of brand?

What is a legal term indicating the owner's exclusive right to use a brand name or other identifying mark?