Question 1

The marketing manager of QRS Children's Furniture is designing a new label for her line of highchairs.The two key aspects of the label that she is working on are the assembly instructions and the simple usage instructions.These are examples of the ________ requirement of labeling.

Accepted Answer

The assembly instructions and simple usage instructions on the label are examples of the consumer requirement of labeling, as they aim to provide clear instructions for the end user of the product. The legislative, legal, and industry requirements of labeling may also apply, but they are not specifically mentioned in this scenario. The marketing requirement of labeling typically focuses on branding and promotion, rather than functional instructions.

Question 2

Dave's Donuts decided to enter a co-branding relationship with Sid's Sandwiches in which both companies would have operations in the same retail space.This was beneficial for both because it reduced unused capacity for both as Dave's major usage is in the morning while Sid's is from 11 AM until midnight.This is an example of a _____ type of co-branding relationship.

Accepted Answer

Co-location is the type of co-branding relationship in which two or more companies share the same physical retail space. In this case, Dave's Donuts and Sid's Sandwiches are operating in the same retail space, which reduces unused capacity for both. This type of arrangement is often beneficial for companies that have complementary operations and customer bases.

Question 3

Colgate Palmolive reported fake Colgate toothpaste being shipped in phony packages in the United States.It was not clear where the fake toothpaste originated, but Colgate and other packaged goods companies took a number of steps to reduce counterfeit packaging.Document Security Systems works with manufacturers to make their packaging more secure.This is part of the _____ objective of packaging.

Accepted Answer

The objective of packaging in this scenario is protection, as Colgate and other packaged goods companies took steps to reduce counterfeit packaging in order to protect their brand and consumers from potentially harmful counterfeit products.

Question 4

Yum Brands brings together its Taco Bell, Pizza Hut, and KFC brands under one roof in various locations.This is an example of a ______ type of co-branding.

Accepted Answer

Yum Brands is bringing together its different brands in a shared physical location, which is an example of co-location as a type of co-branding. This allows customers to have more options and convenience in one place, while also potentially increasing sales and cross-promotion between the different brands. Options B, C, D, and E do not accurately describe this type of co-branding.

Question 5

Nickelodeon and Marriott partnered to create a kid-friendly chain of vacation-oriented hotels.This is an example of a _____ type of co-branding relationship.

Accepted Answer

A joint venture is a partnership between two or more companies that work together on a specific project or business venture. In this case, Nickelodeon and Marriott have come together to create a new brand of hotels tailored to children and families. This joint venture allows both companies to leverage their respective strengths and resources to create a unique product offering that would be difficult to achieve on their own.

Question 6

The Food and Drug Administration requires all processed-food companies to provide detailed nutritional information clearly identifying calories, fats, carbohydrates, and other information.This is an example of a ________ requirement of labeling.

Accepted Answer

The requirement for processed-food companies to provide detailed nutritional information is a legal requirement imposed by the Food and Drug Administration. Therefore, the correct choice is C - legal.

Question 7

Coke's distinctive contour bottle design is so unique the package can be identified in the dark.Additionally, packaging offers the company the opportunity to present the trademark, logo, and other relevant information in an appealing and persuasive manner.This relates to the ______ objective of packaging.

Accepted Answer

The objective of packaging that relates to presenting trademark, logo, and other information in an appealing and persuasive manner is communication.

Question 8

Procter & Gamble co-branded its Tide detergent and Downy fabric softener to create Tide Simple Pleasures and Downy Simple Pleasures in the U.S.market.In England, the company co-branded its Bold and Lenor detergents, creating a premium brand called Bold Infusions and Lenor Infusions.These are examples of a _____ type of co-branding relationship.

Accepted Answer

This is an example of an internal brand combination, where a single company combines two of its own brands to create a new product offering.

Question 9

The manufacturer of Tiny Bubbles, a laundry detergent, is redesigning his package.He wants the shape to be distinctive in the hope that it will distinguish his brand from the competition because he knows that a unique package can be a deciding factor at the point of sale.He is focusing on the ______ objective of packaging.

Accepted Answer

Communication is the primary objective of packaging, as it conveys information about the product to consumers.

Question 10

The marketing manager of Avery paper makes sure each package design shows the product clearly on the box; for example, a box of clear white mailing labels shows the label and how it can be utilized.He is focusing on the ______ objective of packaging.

Accepted Answer

The answer of The marketing manager of Avery paper makes...

Question 11

Hazardous materials such as cleaning products, pesticides, and many other items require 14 different pieces of information be included on the label.This is an example of the ______ requirements of labeling.

Accepted Answer

The requirement for hazardous materials to have 14 different pieces of information on their label is a legal requirement established by government regulations such as the Occupational Safety and Health Administration (OSHA) and the Environmental Protection Agency (EPA). This makes it a legal requirement of labeling.

Question 12

The Symbian operating system came about from the co-branding effort of Nokia, Ericsson, Sony, Panasonic, Siemens, and Samsung.They license Symbian to a number of wireless manufacturers including LG and Fujitsu.This is an example of a _____ type of co-branding relationship.

Accepted Answer

This is an example of a multiple company venture where several companies collaborate to create and promote a product, in this case, the Symbian operating system.

Question 13

NRG Beverages and DRNK Spirits are considering co-branding an energy drink that also contains alcohol.The critical decisions in this type of relationship revolve around _____ for each firm.

Accepted Answer

Resource commitments are critical in co-branding relationships as they determine the level of investment and involvement each firm will contribute to the partnership.

Question 14

The marketing manager of Super Fresh Frozen Vegetables is working on the package for a new line of self-steaming microwaveable vegetables.He wants the package to show a physically fit individual happily eating the product and how to work the steamer packaging.He is focusing on the ______ objective of packaging.

Accepted Answer

The answer of The marketing manager of Super Fresh Frozen...

Question 15

Heinz revolutionized the industry when it introduced its inverted bottle because consumers had complained for years about how hard it was to get out that last bit of ketchup.The company spent three years designing the convenient container, which is equipped with a vacuum cap that stops crustiness from forming around the lid.This is an example of the _______ objective of package design.

Accepted Answer

The objective of package design in the given scenario is to promote usage by providing convenience to consumers.

Question 16

The owner of Tiny Tots Baby Food is redesigning the package for her product.She is trying to select a color that is both comforting and natural as well as a shape that is distinctive so that her brand is easy to identify and distinguish from it main competitors.She is focusing on the ______ element of effective packaging.

Accepted Answer

The owner is focusing on the aesthetic element, which includes color and shape, to create a package that is both comforting/natural and distinctive.

Question 17

Coke's packaging has red as the dominant color to express the brand as active and energetic while Pepsi uses blue to present itself as fresh and relaxed.The colors reflect the brand and are carried through in the package design.These are examples of the _____ element of effective packaging.

Accepted Answer

The use of color in packaging to convey brand identity and evoke certain emotions is an example of the aesthetic element of effective packaging.

Question 18

On a can of Coke, the package is a significant component of the product's overall cost so there is concern about any increases in package cost.However, the can must be strong enough to hold the carbonated beverage under variations in temperature and other use conditions.Additionally, Coca-Cola must consider a variety of package materials, sizes, and shapes, and it must design each to operate more or less the same under a variety of situations.These are all considerations when thinking about the ______ objective of package design.

Accepted Answer

The objective of package design described in the passage is to provide sufficient protection for the product. The passage discusses the need for the can to be strong enough to hold the carbonated beverage under various conditions. Therefore, the best choice would be E) Protection.

Question 19

Robitussin redesigned its packaging to provide specific product use information to help parents make a purchase decision and to inform them about proper product usage.The package lists four key pieces of information: the product's formulation, whether it is drowsy or non-drowsy, the symptoms it treats, and the recommended age for usage.This is an example of meeting the ________ requirements of labeling.

Accepted Answer

Consumers want to use products out of the box and package labeling is the most convenient place for initial use instructions. Additionally, product precautions, simple assembly information, and appropriate age for product use may also be included on the package. Essentially, any information the consumer needs to make a product choice, particularly at the point of purchase, needs to be on the package.

Question 20

The marketing manager of Store Brand Pain Reliever is designing the package for their new gel coated capsules.Her main concerns are to design a package that prevents tampering on the shelf and keeps children from accessing the product without adult assistance.She is focusing on the ______ objective of packaging.

Accepted Answer

The marketing manager's concerns revolve around protecting the product from tampering and children accessing it without adult assistance, indicating that the objective of packaging in this case is protection.

Quiz 11: The Product Experience: Building the Brand