Question 1

When a product name becomes generic,:
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
E) a firm can reapply for exclusive trademark protection at the U.S.Patent Office

Accepted Answer

When a product name becomes generic, it means that it has become a common noun that can be used by anyone and is no longer exclusively associated with a particular brand or company. The trademark protection is lost, and any company can use the name for their products without legal consequence. The firm can no longer claim exclusive ownership of the name.

Question 2

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 vapor rub.The package showed both the Breath Right and the Vicks brand names.This is an example of _____ branding.
A) equity
B) ingredient
C) family
D) private
E) functional

Accepted Answer

The fact that the package showed both the Breath Right and Vicks brand names indicates that this is an example of ingredient branding. The Vicks mentholated vapor rub is an ingredient in the Breathe Right nasal strips, making it an example of ingredient branding.

Question 3

Cinnamon Toast Crunch,Cocoa Puffs,and Trix cereals are now available with less sugar content.Notices on the cereal boxes announce that these cereals now contain "75 percent less sugar." This is probably an example of _____ labeling.
A) UPC
B) demographic
C) informational
D) functional
E) environmental

Accepted Answer

This is an example of informational labeling, as it provides information to consumers about the reduced sugar content of the cereal.

Question 4

Which of the following statements about bar codes is true?
A) Bar codes are also called universal pricing codes (UPCs).
B) Bar codes were first used in 2000.
C) Bar codes can be read by optical scanners.
D) Bar codes cannot be used as a marketing research tool.
E) None of the above statements about bar codes is true.

Accepted Answer

Bar codes can be read by optical scanners, which makes them useful for inventory control, point-of-sale systems, and tracking sales data. A is partially true as UPCs are a common type of bar code, but not all bar codes are UPCs. B and D are both false statements.

Question 5

When a company markets several different products under the same brand name,it is referred to as a(n)_____ brand.
A) family
B) generic
C) bargain
D) dealer
E) umbrella

Accepted Answer

A family brand is when multiple products are promoted under the same brand name. It helps to develop brand loyalty and trust among customers who will recognize and associate the brand name with a variety of products.

Question 6

The manufacturer of Winston cigarettes has introduced Winston in Eco-Flask packaging,which is crush-proof,water-resistant,and curved to better fit in a shirt pocket.Winston is using its packaging primarily to:
A) facilitate product storage
B) contain and protect the product
C) reduce environmental damage
D) facilitate recycling
E) facilitate distribution of the product

Accepted Answer

The Eco-Flask packaging is designed to be crush-proof and water-resistant in order to protect the product, rather than to facilitate storage, reduce environmental damage, facilitate recycling, or facilitate distribution.

Question 7

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.You tell your boss that this protection will be difficult because:
A) Thermos is a generic product name
B) of the catchy phrase you will need to promote the new brand
C) you also use abbreviated versions of your brand name like TeePee and T.P.
D) brand logo designs,even as unique as yours,cannot be trademarked
E) the shape of your new and unusual product cannot be legally protected

Accepted Answer

"Thermos" is a generic product name, which means it cannot be trademarked. Trademark protection is only available for distinctive and non-generic product names.

Question 8

Labels that contain standard promotional claims like "new," "improved," and "super" are examples of ______ labels.
A) descriptive
B) functional
C) repositioning
D) information
E) persuasive

Accepted Answer

Labels that contain standard promotional claims like "new," "improved," and "super" are examples of persuasive labels as they intend to convince the buyer to purchase the product.

Question 9

While Starkist tuna is still available in cans,it is recently been made available in a 12 ounce pouch,which is conveniently designated the family size pouch.This change in packaging was the result of:
A) a repositioning strategy
B) a new means of segmenting its market
C) a move toward functional obsolescence
D) a brand equity strategy
E) a master brand strategy

Accepted Answer

The introduction of a family size pouch suggests that Starkist is segmenting its market based on family size or larger quantity needs, which is a new means of segmentation.

Question 10

Which of the following is NOT one of the functions of universal product codes (UPC)?
A) allow scanners to match codes with brand names,package sizes,and prices
B) print product and price information on cash register tapes
C) assist retailers in preparing records of customer purchases
D) allow retailers to accurately track sales and control inventories
E) provide the detailed nutritional information required by the FDA

Accepted Answer

UPCs do not provide detailed nutritional information required by the FDA. This information is typically found on a separate panel or label on the product packaging. The other options listed are all functions of UPCs.

Question 11

Which of the following does NOT need to be a branding and packaging consideration for companies considering global marketing?
A) whether to use one brand name with no adaptation to local markets or to use one name but adapt and modify it for each local market
B) problems with brand imitations,brand piracy,and product counterfeits
C) different currencies in each country,exchange rates,and final retail prices
D) whether to use different brand names in different markets for the same products
E) product labeling,package aesthetics,and climate considerations

Accepted Answer

Currency, exchange rates, and retail prices are financial considerations, not directly related to branding and packaging.

Question 12

Rollerblades is a brand name for in-line skates.People often refer to Rollerblades as if it were the product name.The company that makes Rollerblades may someday find its brand name becomes a:
A) equity brand
B) certified name
C) trademark
D) faux brand
E) generic product name

Accepted Answer

Rollerblades has become a commonly used term to describe in-line skates, which means it has become a generic product name. This can be problematic for the company as it can lead to a loss of trademark protection and potentially harm their brand's uniqueness and distinctiveness.

Question 13

Which of the following is NOT one of the major functions of packaging?
A) contain the product
B) guarantee product quality
C) protect the product
D) promote the product
E) facilitate product storage,use,and convenience

Accepted Answer

Guaranteeing product quality is not a major function of packaging. Quality control and assurance are performed during the manufacturing process, and packaging may help to preserve product quality, but it is not the primary function of packaging. The other options - containing the product, protecting the product, promoting the product, and facilitating storage, use, and convenience - are all major functions of packaging.

Question 14

Mia's new raincoat contains a label that reads "Professional dry clean only." This is a(n)example of a(n):
A) data label
B) federally mandated label
C) persuasive label
D) informational label
E) functional label

Accepted Answer

The label is providing information about how to care for the raincoat, specifically that it should only be professionally dry cleaned. Therefore, it is an informational label.

Question 15

Most people recognize Butterball as a brand of turkey,but Butterball brand is also found on fresh turkey breast cuts,turkey sausages,ground turkey,lunchmeat cold cuts,fresh marinated bone-in,boneless and whole chicken,frozen chicken products,and Butterball stuffing and gravy mixes.Butterball uses:
A) dealer branding
B) brand grouping
C) family branding
D) generic branding
E) cobranding

Accepted Answer

Butterball uses family branding, where the same brand name is used on a range of related products.

Question 16

Tyler wants the Coca-Cola Barbie by Mattel for her birthday.The Mattel product contains items with the Coca-Cola trademark and Barbie is wearing an outfit in Coca-Cola red and white.Mattel and Coca-Cola are using:
A) equity branding
B) cobranding
C) conjunctive branding
D) private branding
E) complementary branding

Accepted Answer

The product is an example of cobranding, as it is a collaboration between two well-known brands, Coca-Cola and Barbie, using both of their trademarks in the product.

Question 17

The two types of package labeling in common usage today are:
A) informational and persuasive
B) promotional and non-promotional
C) functional and persuasive
D) government-mandated and seller-controlled
E) motivational and required

Accepted Answer

Persuasive labeling focuses on a promotional theme or logo,whereas information labeling is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase.

Question 18

A _____ 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
E) right of warranty

Accepted Answer

A trademark is a legal term that indicates the owner's exclusive right to use a brand name or other identifying mark. It is a form of intellectual property protection that helps prevent others from using a company's name, logo, or other identifying marks without permission. Patents protect inventions, while brands and private brands refer to the marketing and branding of a product or company. The right of warranty refers to a seller's promise to repair or replace a product if it fails to meet specific standards.

Question 19

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,so you tell him the packaging:
A) will cause no environmental damage
B) allows products to be shipped more easily
C) conform to government regulations
D) can be used to help promote the product
E) will conforms to all ethical standards

Accepted Answer

While all the options are important, the packaging's ability to help promote the product is the most relevant to increasing sales. A visually appealing and informative packaging design can catch the attention of potential buyers and communicate the benefits of the product. Additionally, the packaging can include recipes and serving suggestions to further entice consumers.

Question 20

Cinnamon Toast Crunch,Cocoa Puffs,and Trix cereals are now available with less sugar content.Notices on the cereal boxes announce that these cereals now contain "75 percent less sugar." These notices would be examples of persuasive labeling if:
A) the words "new" and "improved" were also included on the package
B) the federal government had not passed the Informational Labeling Act of 1996
C) consumers had not become saturated with promotional campaigns
D) they were designed solely to promote the product
E) they were intended to create brand equity

Accepted Answer

The notices on the cereal boxes announcing the 75 percent less sugar content would be considered persuasive labeling if their primary purpose is to promote the product rather than solely provide information to the consumer. This aligns with choice D. The other options are either irrelevant (A) or not necessarily related to persuasive labeling (B, C, E).

Quiz 9: Product Concepts

When a product name becomes generic,:

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 vapor rub.The package showed both the Breath Right and the Vicks brand names.This is an example of _____ branding.

Cinnamon Toast Crunch,Cocoa Puffs,and Trix cereals are now available with less sugar content.Notices on the cereal boxes announce that these cereals now contain "75 percent less sugar." This is probably an example of _____ labeling.

Which of the following statements about bar codes is true?

When a company markets several different products under the same brand name,it is referred to as a(n) _____ brand.

The manufacturer of Winston cigarettes has introduced Winston in Eco-Flask packaging,which is crush-proof,water-resistant,and curved to better fit in a shirt pocket.Winston is using its packaging primarily to:

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.You tell your boss that this protection will be difficult because:

Labels that contain standard promotional claims like "new," "improved," and "super" are examples of ______ labels.

While Starkist tuna is still available in cans,it is recently been made available in a 12 ounce pouch,which is conveniently designated the family size pouch.This change in packaging was the result of:

Which of the following is NOT one of the functions of universal product codes (UPC) ?

Which of the following does NOT need to be a branding and packaging consideration for companies considering global marketing?

Rollerblades is a brand name for in-line skates.People often refer to Rollerblades as if it were the product name.The company that makes Rollerblades may someday find its brand name becomes a:

Which of the following is NOT one of the major functions of packaging?

Mia's new raincoat contains a label that reads "Professional dry clean only." This is a(n) example of a(n) :

Most people recognize Butterball as a brand of turkey,but Butterball brand is also found on fresh turkey breast cuts,turkey sausages,ground turkey,lunchmeat cold cuts,fresh marinated bone-in,boneless and whole chicken,frozen chicken products,and Butterball stuffing and gravy mixes.Butterball uses:

Tyler wants the Coca-Cola Barbie by Mattel for her birthday.The Mattel product contains items with the Coca-Cola trademark and Barbie is wearing an outfit in Coca-Cola red and white.Mattel and Coca-Cola are using:

The two types of package labeling in common usage today are:

A _____ is a legal term indicating the owner's exclusive right to use a brand name or other identifying mark.

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,so you tell him the packaging:

Cinnamon Toast Crunch,Cocoa Puffs,and Trix cereals are now available with less sugar content.Notices on the cereal boxes announce that these cereals now contain "75 percent less sugar." These notices would be examples of persuasive labeling if: