Question 1

Which of the following is a condition favorable to successful branding?
A)The product quality is difficult to maintain.
B)The product is difficult to label and identify by brand.
C)Favorable shelf locations or display spaces are available in stores.
D)There is limited availability of the product in the market.
E)No economies of scale exist for the product.

Accepted Answer

Favorable shelf locations or display space in stores is a factor within the control of retailers and has been listed as one of the conditions favorable to successful branding.

Question 2

If a brand consistently delivers on a promise that purchasers consider important,those purchasers are likely to develop a ________ for the brand.
A)disliking
B)trust
C)demand
D)mistrust
E)tolerance

Accepted Answer

Customers trust the brand name if they consistently have a positive experience with the brand or they hear good things from the firm's promotion or other customers.

Question 3

Brand recognition,brand preference,and brand insistence are various levels of
A)brand rejection.
B)branding.
C)brand familiarity.
D)brand equity.
E)brand marks.

Accepted Answer

Brand recognition,brand preference,and brand insistence are various levels of brand familiarity.Brand familiarity means how well customers recognize and accept a company's brand.

Question 4

Wilbur Donald has had good experience using Crest toothpaste,and he is in the habit of buying it.His level of brand familiarity for Crest is
A)brand insistence.
B)brand preference
C)brand desire.
D)brand recognition.
E)brand identity.

Accepted Answer

Most branders would like to win brand preference-which means that target customers usually choose the brand over other brands,perhaps because of habit or favorable past experience.

Question 5

________ can help create brand recognition,but only ________ can create brand insistence.
A)Design; price
B)Advertising; satisfying experiences
C)Quality; distribution
D)Brand names; endorsements
E)Publicity; product trials

Accepted Answer

Advertising can help boost brand recognition,but only satisfying experiences can create brand insistence among customers.

Question 6

A trademark
A)has no legal meaning.
B)includes those words,symbols,or marks that are legally registered for use by a single company.
C)is any word,letter,or a group of words or letters.
D)is the value of a brand to its current owner or to a firm that wants to buy it.
E)is protected by the Magnuson-Moss Act.

Accepted Answer

A trademark includes only those words,symbols,or marks that are legally registered for use by a single company.

Question 7

Branding is good for some consumers because it
A)makes shopping easier.
B)provides dependable guides to product quality.
C)helps assure regular satisfaction.
D)connects the product with the benefits the consumer expects.
E)All these answers are correct.

Accepted Answer

Branding means the use of a name,term,symbol,or design or a combination of these to identify a product.Well-recognized brands make shopping easier and connect a product with the benefits a customer can expect.

Question 8

Branding can help branders because it
A)may lower promotion costs.
B)can improve the company's image.
C)encourages repeat buying.
D)may develop customer loyalty.
E)All these answers are correct.

Accepted Answer

Branding means the use of a name,term,symbol,or design or a combination of these to identify a product.It can also improve the company's image and speed acceptance of new products.A good brand reduces the marketer's selling time and effort.

Question 9

Which of the following would NOT be favorable to successful branding?
A)The product offers superior customer value.
B)Product quality fluctuates due to variations in raw materials.
C)Availability is dependable and widespread.
D)There are economies of scale in production.
E)Favorable shelf locations are available.

Accepted Answer

Being able to maintain product quality and price is a condition favorable to successful branding.

Question 10

Branding
A)is especially helpful with a low-quality product.
B)is handled by manufacturers but not intermediaries.
C)helps consumers,but it is bad for the firm because it increases expenses.
D)is more likely to be successful if demand for the general product class is strong enough to allow a profitable price.
E)None of these answers is correct.

Accepted Answer

If demand is so strong that the market price can be high enough to make the branding effort profitable,it can prove to be a condition favorable to successful branding.

Question 11

Identify the correct sequence of the levels involved in building brand familiarity.
A)brand activation,brand rejection,brand recognition,brand preference,brand insistence
B)brand insistence,brand equity,brand evaluation,brand insistence,brand rejection
C)brand rejection,brand nonrecognition,brand recognition,brand preference,brand insistence
D)brand evaluation,brand preference,brand recognition,brand rejection,brand activation
E)brand rejection,brand nonrecognition,brand recognition,brand activation,brand equity

Accepted Answer

Five levels of brand familiarity are useful for strategy planning: (1)rejection, (2)nonrecognition, (3)recognition, (4)preference,and (5)insistence.

Question 12

Which of the following would NOT be favorable for successful branding?
A)The product is hard to identify by brand or trademark.
B)The product has widespread availability in the market.
C)The product has economies of scale in production and distribution.
D)The product offers the best value for the price.
E)Product quality is easy to maintain.

Accepted Answer

Having a product that is easy to label and identify by brand or trademark is a condition favorable to successful branding.

Question 13

Which of the following is NOT a level of brand familiarity?
A)brand nonexistence
B)brand rejection
C)brand nonrecognition
D)brand preference
E)brand insistence

Accepted Answer

Five levels of brand familiarity are useful for strategy planning: (1)rejection, (2)nonrecognition, (3)recognition, (4)preference,and (5)insistence.

Question 14

Which of the following is NOT favorable to successful branding?
A)Consistent quality can be maintained.
B)Access to favorable shelf locations is very limited.
C)Economies of scale should be possible.
D)The product is easy to identify by brand or trademark.
E)Dependable and widespread availability should be possible.

Accepted Answer

Favorable shelf locations or display space in stores is a factor within the control of retailers and has been listed as one of the conditions favorable to successful branding.

Question 15

Why is brand rejection a big concern for service-oriented businesses?
A)Customers don't buy a brand unless its image is changed.
B)Target customers usually choose one brand over others.
C)It is hard to control the quality of service.
D)Copy-cats in the market can make the product obsolete.
E)Customers want a personal touch.

Accepted Answer

Brand rejection means that potential customers won't buy a brand unless its image is changed-or if the customers have no other choice.Brand rejection is a big concern for service-oriented businesses because it's difficult to control the quality of service.

Question 16

Which of the following statements is true?
A)A "service mark" is to a service what a "trademark" is to a physical good.
B)"Trademark" refers to all means of product identification.
C)A "trademark" must be attached to a product to be legally protected.
D)"Trademarks" and "service marks" must be words.
E)None of these statements is true.

Accepted Answer

A trademark includes only those words,symbols,or marks that are legally registered for use by a single company.A service mark is the same as a trademark except that it refers to a service offering.

Question 17

Words,symbols,or logos that are legally registered for use by a single company are called
A)trademarks.
B)brand names.
C)brand marks.
D)service marks.
E)watermarks.

Accepted Answer

A trademark includes only those words,symbols,or marks that are legally registered for use by a single company.

Question 18

________ means potential customers won't buy a brand unless its current image is changed.
A)Brand preference
B)Brand rejection
C)Brand insistence
D)Brand recognition
E)Brand nonrecognition

Accepted Answer

Brand rejection means that potential customers won't buy a brand unless its image is changed.Rejection may suggest a change in the product or perhaps only a shift to target customers who have a better image of the brand.

Question 19

When customers have consistently positive experiences with a brand,or they hear good things from the firm's promotion or other customers,we can expect that customers will ________ that brand name.
A)mistrust
B)demand
C)trust
D)tolerate
E)dislike

Accepted Answer

Customers trust the brand name if they consistently have a positive experience with the brand or they hear good things from the firm's promotion or other customers.

Question 20

Which of the following is true of branding in different countries?
A)Branding is more successful in developed countries.
B)Branding is key to product success in emerging markets.
C)Branding is more common in developing economies.
D)Branding is an inefficient method of getting customers to pay a premium worldwide.
E)All these answers are correct.

Accepted Answer

Branding may be more or less valuable in different countries.Efforts to build brands in emerging markets often fail because they are less likely to have the conditions that make a market favorable to successful branding.

Quiz 8: Elements of Product Planning for Goods and Services

Which of the following is a condition favorable to successful branding?

If a brand consistently delivers on a promise that purchasers consider important,those purchasers are likely to develop a ________ for the brand.

Brand recognition,brand preference,and brand insistence are various levels of

Wilbur Donald has had good experience using Crest toothpaste,and he is in the habit of buying it.His level of brand familiarity for Crest is

can help create brand recognition,but only can create brand insistence.

A trademark

Branding is good for some consumers because it

Branding can help branders because it

Which of the following would NOT be favorable to successful branding?

Branding

Identify the correct sequence of the levels involved in building brand familiarity.

Which of the following would NOT be favorable for successful branding?

Which of the following is NOT a level of brand familiarity?

Which of the following is NOT favorable to successful branding?

Why is brand rejection a big concern for service-oriented businesses?

Which of the following statements is true?

Words,symbols,or logos that are legally registered for use by a single company are called

________ means potential customers won't buy a brand unless its current image is changed.

When customers have consistently positive experiences with a brand,or they hear good things from the firm's promotion or other customers,we can expect that customers will ________ that brand name.

Which of the following is true of branding in different countries?