Question 1

Procter & Gamble is a huge national brand manufacturer.By having leading brands like Tide and Crest,P&G:

Accepted Answer

A)  can monopolize store brands.
B)  has greater opportunity to dictate retail pricing.
C)  has greater control over marketing strategy.
D)  can increase brand dilution.
E)  all of these.F) A) and B)
G) B) and E)

Question 2

One of the categories of products for which brand extension is logical is:

Accepted Answer

A)  generic goods.
B)  generic services.
C)  commodities.
D)  complementary goods.
E)  licensed brands.F) A) and C)
G) None of the above

Question 3

What are some of the benefits provided by product labels?

Accepted Answer

Labels on products and packages provide ...

Question 4

For a brand to be effective,it needs to be:

Accepted Answer

A)  easy for consumers to recognize and remember.
B)  a catchy,tongue-twisting phrase.
C)  a visual image containing human characters.
D)  generic,so it can be applied to as many products as possible.
E)  associated with a sports or movie superstar.F) B) and D)
G) A) and D)

Question 5

Another name for a manufacturer's brand is a _______ brand.

Accepted Answer

A)  systematic
B)  extended
C)  national
D)  premium
E)  private labelF) None of the above
G) C) and D)

Question 6

Which of the following is NOT one of the important functions of labels on products and packages?

Accepted Answer

A)  Protecting against damage to the product.
B)  Providing consumer information to assist in purchasing.
C)  Identifying the brand and building brand image.
D)  Promoting the brand or complementary brands.
E)  Listing ingredients.F) A) and C)
G) A) and B)

Question 7

Kleenex tissues,Clorox bleach and Scotch tape brands have:

Accepted Answer

A)  successfully employed private label branding.
B)  distinctive brand substitutability.
C)  grown through private label branding.
D)  become synonymous with the product itself.
E)  avoided brand extensions.F) All of the above
G) A) and B)

Question 8

Almost every business wants brand loyal customers.Why?

Accepted Answer

Brand loyalty provides a wealth of benef...

Question 9

The complete set of all products offered by a firm is called its:

Accepted Answer

A)  product line.
B)  product categories.
C)  product mix.
D)  product breadth.
E)  product line depth.F) B) and C)
G) A) and E)

Question 10

Brand licensing is:

Accepted Answer

A)  common for toys.
B)  a way to build brand equity.
C)  a means of generating additional revenue.
D)  widely used by sports teams.
E)  all of these.F) A) and D)
G) A) and C)

Question 11

How do marketers measure brand value?

Accepted Answer

Brand value is calcu...

Question 12

When Procter & Gamble added teeth whitening products under the Crest brand,the firm was engaged in:

Accepted Answer

A)  corporate branding.
B)  brand extension.
C)  brand licensing.
D)  brand association.
E)  perceived value branding.F) A) and B)
G) D) and E)

Question 13

Which of the following is NOT a national brand?

Accepted Answer

A)  President's Choice
B)  Nike
C)  Marriott
D)  McGraw-Hill
E)  Pepsi-ColaF) A) and B)
G) B) and C)

Question 14

Firms spend millions of dollars annually to build brand equity,recognizing brand equity contributes to:

Accepted Answer

A)  product mix breadth.
B)  corporate stakeholder relations.
C)  profitability.
D)  brand liability.
E)  perceived brand personality.F) C) and D)
G) B) and D)

Question 15

Firms with well-known brands can spend relatively less on marketing costs than firms with little-known brands because:

Accepted Answer

A)  brands protect corporate copyrights.
B)  consumer loyalty can be bought for less now compared to the past.
C)  brand equity can only be obtained by means of product line depth.
D)  people already know what the brand means.
E)  well-known brands are less likely to introduce brand extensions.F) A) and B)
G) D) and E)

Question 16

Believe it or not,Walmart's first designer label clothing brand is called George.Few Americans know the George brand but in Britain it is well regarded and sold in stand-alone George stores.What would be the benefits to Walmart if the George brand of clothing became recognized and desired in the United States?

Accepted Answer

The benefits to Walmart would likely inc...

Question 17

Creating brand awareness is the first step in creating brand equity.Political candidates know name recognition is critical to success,but at the Congressional level over 90 percent of incumbents get re-elected.If you were marketing advisor to a challenger for the Congressional seat in your district,what would you recommend the candidate do to create brand / name awareness?

Accepted Answer

Answers will vary but,as the text states...

Question 18

A product label is just a required sticker on a package.

Accepted Answer

A) True 
 B)False

Question 19

Copycat brands are imitations often sold by street vendors.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is NOT part of the "actual product" level of the product offer?

Accepted Answer

A)  Product warranty
B)  Features
C)  Design
D)  Quality
E)  Brand nameF) B) and C)
G) C) and D)

Exam 10: Product, Branding, and Packaging Decisions

One of the categories of products for which brand extension is logical is:

Correct Answer
verified

What are some of the benefits provided by product labels?

Correct Answer
verified
Labels on products and packages provide ...
View Answer

Copycat brands are imitations often sold by street vendors.

Correct Answer
verified

Another name for a manufacturer's brand is a _______ brand.

Correct Answer
verified

Kleenex tissues,Clorox bleach and Scotch tape brands have:

Correct Answer
verified

For a brand to be effective,it needs to be:

Correct Answer
verified

Correct Answer
verified
The benefits to Walmart would likely inc...
View Answer

Which of the following is NOT one of the important functions of labels on products and packages?

Correct Answer
verified

A product label is just a required sticker on a package.

Correct Answer
verified

Firms spend millions of dollars annually to build brand equity,recognizing brand equity contributes to:

Correct Answer
verified

Almost every business wants brand loyal customers.Why?

Correct Answer
verified
Brand loyalty provides a wealth of benef...
View Answer

Correct Answer
verified
Answers will vary but,as the text states...
View Answer

Procter & Gamble is a huge national brand manufacturer.By having leading brands like Tide and Crest,P&G:

Correct Answer
verified

Which of the following is NOT a national brand?

Correct Answer
verified

How do marketers measure brand value?

Correct Answer
verified
Brand value is calcu...
View Answer

Firms with well-known brands can spend relatively less on marketing costs than firms with little-known brands because:

Correct Answer
verified

Which of the following is NOT part of the "actual product" level of the product offer?

Correct Answer
verified

When Procter & Gamble added teeth whitening products under the Crest brand,the firm was engaged in:

Correct Answer
verified

The complete set of all products offered by a firm is called its:

Correct Answer
verified

Brand licensing is:

Correct Answer
verified

Exam 10: Product, Branding, and Packaging Decisions

One of the categories of products for which brand extension is logical is:

Correct AnswerverifiedShow Answer

What are some of the benefits provided by product labels?

Correct AnswerverifiedLabels on products and packages provide ...View AnswerShow Answer

Copycat brands are imitations often sold by street vendors.

Correct AnswerverifiedShow Answer

Another name for a manufacturer's brand is a _______ brand.

Correct AnswerverifiedShow Answer

Kleenex tissues,Clorox bleach and Scotch tape brands have:

Correct AnswerverifiedShow Answer

For a brand to be effective,it needs to be:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedThe benefits to Walmart would likely inc...View AnswerShow Answer

Which of the following is NOT one of the important functions of labels on products and packages?

Correct AnswerverifiedShow Answer

A product label is just a required sticker on a package.

Correct AnswerverifiedShow Answer

Firms spend millions of dollars annually to build brand equity,recognizing brand equity contributes to:

Correct AnswerverifiedShow Answer

Almost every business wants brand loyal customers.Why?

Correct AnswerverifiedBrand loyalty provides a wealth of benef...View AnswerShow Answer

Correct AnswerverifiedAnswers will vary but,as the text states...View AnswerShow Answer

Procter & Gamble is a huge national brand manufacturer.By having leading brands like Tide and Crest,P&G:

Correct AnswerverifiedShow Answer

Which of the following is NOT a national brand?

Correct AnswerverifiedShow Answer

How do marketers measure brand value?

Correct AnswerverifiedBrand value is calcu...View AnswerShow Answer

Firms with well-known brands can spend relatively less on marketing costs than firms with little-known brands because:

Correct AnswerverifiedShow Answer

Which of the following is NOT part of the "actual product" level of the product offer?

Correct AnswerverifiedShow Answer

When Procter & Gamble added teeth whitening products under the Crest brand,the firm was engaged in:

Correct AnswerverifiedShow Answer

The complete set of all products offered by a firm is called its:

Correct AnswerverifiedShow Answer

Brand licensing is:

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
Labels on products and packages provide ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The benefits to Walmart would likely inc...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Brand loyalty provides a wealth of benef...
View Answer

Correct Answer
verified
Answers will vary but,as the text states...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Brand value is calcu...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified