question

The part of a brand that can be spoken including letters, numbers, and words is the a. brand. b. brand mark. c. brand name. d. trade name. e. trademark.

answer

c

question

A distinguishing factor between a brand name and a brand mark is that a brand name a. creates customer loyalty. b. consists of words. c. identifies only one item in the product mix. d. is registered with the U.S. Patent and Trademark Office. e. implies an organization's name.

answer

b

question

A trademark signifies a. that the owner has exclusive use of a brand and others are prohibited from using it. b. that a product was manufactured by a particular company. c. the full and legal name of an organization. d. the level of quality of a product based on its legally protected rights. e. the inventive use of a brand name or brand mark to identify a company's products.

answer

a

question

The full and legal name of an organization is called the a. trademark. b. legal title. c. organizational name. d. brand name. e. trade name.

answer

e

question

Brand ___________ is a customer's favorable attitude toward a specific brand and, depending on its strength, some likelihood of the consistent purchase of this brand. a. loyalty b. equity c. awareness d. personality e. quality

answer

a

question

The weakest level of brand loyalty is brand a. recognition. b. insistence. c. equity. d. trial. e. preference.

answer

a

question

The three levels of brand loyalty from strongest to weakest are a. preference, insistence, recognition. b. insistence, recognition, preference. c. insistence, preference, recognition. d. recognition, preference, insistence. e. insistence, preference, indifference.

answer

c

question

When a customer is aware that a brand exists and considers it a possibility if his preferred brand is out, he exhibits brand a. loyalty. b. insistence. c. preference. d. acknowledgement. e. recognition.

answer

e

question

A customer who really wants to buy a certain brand but will settle for others if her first choice is unavailable displays brand a. recognition. b. acceptance. c. preference. d. insistence. e. acknowledgement.

answer

c

question

A customer must have a particular brand and will accept no substitutes. This is termed brand a. preference. b. loyalty. c. insistence. d. recognition. e. requirement.

answer

c

question

What degree of brand loyalty is the strongest and most desired by marketers? a. Preference b. Requirement c. Awareness d. Insistence e. Recognition

answer

d

question

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand a. loyalty. b. value. c. share. d. equity. e. association.

answer

d

question

Elements that help create brand equity include all of the following except brand a. quality. b. associations. c. loyalty. d. recognition. e. awareness.

answer

d

question

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's _____ than an unfamiliar brand. a. inept set b. loyalty set c. preference group d. brand group e. consideration set

answer

e

question

Private distributor, generic, and manufacturer are the three types of a. equity. b. brands. c. producers. d. packaging. e. trade names.

answer

b

question

A ___________ brand usually requires a producer to become involved in distribution, promotion, and pricing decisions. a. dealer b. manufacturer c. private distributor d. store e. wholesaler

answer

b

question

Another common name for a private distributor brand is a ______ brand. a. home b. manufacturer c. generic d. store e. label

answer

d

question

Private distributor brands are owned by a. manufacturers only. b. manufacturers and retailers. c. wholesalers only. d. manufacturers and wholesalers. e. wholesalers or retailers.

answer

e

question

The major characteristic of a private brand is that a. only retailers initiate and own the brand. b. manufacturers are not identified on the product. c. producers become involved with the marketing mix. d. producers price the product. e. wholesalers encourage producers to make the product available.

answer

b

question

Of the different types of brands, the one that has experienced the most steady growth is a. manufacturer. b. producer. c. generic. d. private distributor. e. imitator.

answer

d

question

A product that is simply labeled with the product category is considered a a. private brand. b. no-name product. c. generic brand. d. poor quality item. e. lean manufacturer brand.

answer

c

question

Which of the following is a primary factor specific to services in choosing a brand name? a. The service brand is usually the same as the company name so it must be flexible enough to fit several services. b. The name must convey an image of great customer service because this is more important for services than for goods. c. The name should be distinctive and set the company apart from potential competitors. d. Shortness and conciseness are extremely important when choosing brand names for services so that they can easily be remembered. e. Service brands are much more difficult to protect legally, so marketers must focus on creating brands with made-up words or a combination of letters and numbers.

answer

a

question

What is the most protectable brand type as determined by a series of court decisions? a. Generic b. Suggestive c. Descriptive d. Arbitrary e. Fanciful

answer

e

question

The brand name Hamburger Helper would most likely be considered a. arbitrary. b. generic. c. suggestive. d. descriptive. e. fanciful.

answer

c

question

Through a series of court decisions, a hierarchy of brand protection based on brand type has been created. These brand types include all but which of the following? a. Arbitrary b. Descriptive c. Fanciful d. Generic e. Symbolic

answer

e

question

Besides generic names, what other types of names are very difficult to protect? a. Names created by the company b. Surnames and geographic names c. Arbitrarily chosen names not related to the product d. Arbitrarily chosen names related closely to the product e. Names that contain shapes and colors

answer

b

question

The well-known brand AT&T (American Telephone and Telegraph) would most likely be classified as a. fanciful. b. generic. c. descriptive. d. suggestive. e. arbitrary.

answer

c

question

Registration of a trademark with the U.S. Patent and Trademark Office protects trademarks domestically for ____ years with indefinite renewals. a. two b. thirty c. eighteen d. five e. ten

answer

e

question

Which of the following laws was enacted by Congress in 1988 to strengthen trademark protection? a. Brand Protection Act b. Lanham Act c. Trademark Infringement Act d. Trademark Law Revision Act e. U.S. Patent and Trademark Act

answer

d

question

The most recent act passed by Congress that addresses the protection of trademarks is the a. Lanham Act. b. Trademark Law Revision Act. c. Counterfeit Protection Act. d. U.S. Patent and Trademark Act. e. Fair Trademark and Brand Name Usage Act.

answer

b

question

Which of the following types of products would be the most difficult to brand? a. Wheat b. Soap c. DVD players d. Automobiles e. Tax preparation services

answer

a

question

When a firm uses a policy of naming each product differently, this strategy is called ___________ branding. a. brand-extension b. family c. differentiated d. individual e. new-product

answer

d

question

A major advantage of using individual branding is that a. the promotion of one of the company's brands will also promote the company's other brands. b. this branding policy will prevent the overextension of a brand name to products that are completely unrelated to the original. c. a poor quality product will not contaminate all of the company's other products with negative images. d. a specific brand name for each product will help the company grow during times of economic recession. e. the quality of one of the company's products will help increase the perceived quality image of the company's other related products.

answer

c

question

When ___________ branding is used, each of a firm's products is branded with at least part of the same name. a. individual b. trademark c. family d. selective e. brand-extension

answer

c

question

When Anheuser-Busch added Michelob Light to the line of Michelob beers, the firm was using ___________ branding. a. brand-extension b. individual c. exclusive d. selective e. existing

answer

a

question

When a firm uses an existing brand name as part of a brand name for a new product, this is called ___________ branding. a. brand-extension b. licensed c. family d. individual e. new-product

answer

a

question

Gorton's sells Gorton's Fish Sticks, Gorton's Fish Fillets, and Gorton Grilled Fish. This is an example of a. family branding. b. shared naming. c. individual branding. d. brand extension. e. single branding.

answer

a

question

Lysol Basin, Tub, and Tile Cleaner and Lysol Disinfectant Spray exemplify a. private branding. b. product brand marks. c. family branding. d. individual branding. e. wholesaler branding.

answer

c

question

___________ occurs when two or more brands are placed on a single product. a. Brand extension b. Brand licensing c. Line family branding d. Co-branding e. Cohort branding

answer

d

question

When a product tries to capitalize on the brand equity of two separate brands, marketers are using a. licensing. b. dual-branding. c. partnerships. d. brand extension. e. co-branding.

answer

e

question

Which of the following issues is least important in using co-branding effectively? a. The brands involved should represent a complementary fit in a customer's mind. b. The brands that are teamed together should not lose their individual identities. c. The brands involved should be owned by different companies. d. Co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. e. Co-branding should take advantage of the distribution capabilities of the brands involved.

answer

c

question

Betty Crocker Brownie mix that contains real Hershey's syrup is an example of a. brand extension. b. brand licensing. c. co-branding. d. individual branding. e. line family branding.

answer

c

question

A co-branded product from Ruffles potato chips and Chiquita bananas would likely fail because a. neither of these brands is very well known to consumers. b. their products are not complementary. c. they are both food products. d. this co-branding will not provide product differentiation. e. the market segment for this product is too vast

answer

b

question

An agreement in which one company allows another to use its brand on other products for a fee is called a. co-branding. b. brand extension. c. brand licensing. d. trademark licensing. e. cooperative branding.

answer

c

question

In a brand licensing arrangement, the licensee is responsible for a. providing the brand name to another organization for use in promoting products. b. collecting the royalties from sales of the licensed products. c. half of the financial losses in the event that the licensed brand is a failure. d. the production, but not the marketing of the licensed product. e. the manufacturing, marketing, and financing of the licensed product.

answer

e

question

The development of a container and graphic design for a product is called a. licensing. b. labeling. c. preparing. d. packaging. e. distributing.

answer

d

question

The most important function of packaging is a. offering convenience to customers. b. protecting the product and maintaining its functionality. c. covering the product. d. communicating information to the customer. e. attracting the attention of the customer.

answer

b

question

Individual-sized boxes and packages that do not require refrigeration are both benefits of the ____ function of packaging. a. protection b. reusability c. cost effectiveness d. safety e. convenience

answer

e

question

When designing a package, which characteristic is least important? a. An association with the company's brand mark b. Cost-effectiveness c. Environmental responsiveness d. Safety e. The value it has as a promotional tool

answer

a

question

A firm may decide that all packages should be similar and include one major element of the same design. This approach to promote an overall company image is called a. family extension. b. family packaging. c. overall packaging. d. package extension. e. selective packaging.

answer

b

question

All packaging must at a minimum a. protect and preserve the contents in the package. b. clearly communicate the contents and the product's benefits. c. be tamper-proof and safe for children. d. comply with the FDA's packaging regulations. e. be made out of the most cost-effective materials available.

answer

d

question

To promote overall company image, packages of Pillsbury cake and cookie mixes have similar designs and colors. This approach is known as a. family branding. b. brand managing. c. line consistency. d. family packaging. e. product grouping.

answer

d

question

In marketing, family packaging means a. packaging products in a quantity suitable for use for an average-sized family. b. putting a set of related products all in the same package. c. making all of a company's or product line's packaging look similar. d. putting the same brand name on all a company's products. e. designing and selling only products that are related.

answer

c

question

Choosing appropriate colors for packaging best serves to enhance the _____ function of packaging. a. convenience b. safety c. cost effectiveness d. protection e. promotional

answer

e

question

Packaging is most important, as a strategic tool, for a. consumer convenience products. b. consumer shopping products. c. industrial products. d. consumer specialty products. e. services.

answer

a

question

A package that can be used again for a different purpose than its original function is called a a. reusable container. b. innovative package. c. second-round package. d. secondary-use package. e. dual purpose package.

answer

d

question

A secondary-use package is defined as one that a. can be used as a promotional tool. b. can be reused for purposes other than its initial use. c. facilitates transportation, storage, and handling for middlemen. d. is recyclable and environmentally safe. e. promotes an overall company image.

answer

b

question

___________ packaging means that the product is packaged in line with the packaging practices associated with a particular product category. a. Category-consistent b. Category-specific c. Innovative d. Multiple-category e. Selective

answer

a

question

Customers will more easily recognize a new product as belonging to a particular product category if the marketers use a. family branding. b. innovative packaging. c. category-consistent packaging. d. category labeling. e. product category packaging.

answer

c

question

Multiple packaging is a. likely to decrease serving size. b. the same as family packaging. c. likely to increase demand. d. the most effective type of packaging for decreasing demand. e. the most expensive type of packaging.

answer

c

question

Twin-packs and six-packs are examples of a. family packaging. b. group packaging. c. package bundling. d. family branding. e. multiple packaging.

answer

e

question

Multiple packaging encourages a. the consumer to try the product several times. b. higher consumption of all products. c. infrequent purchases. d. easier handling and storing of all products. e. environmentally responsible behavior.

answer

a

question

Packaging that is designed to flow through the distribution channel easily is called ____ packaging. a. category-consistent b. multiple c. innovative d. handling-improved e. logistic

answer

d

question

The overall challenge for marketers when developing packaging is to a. make it as attractive as possible to the target market of the product. b. create effective, convenient packaging that appeals to customers and keeps costs low. c. find ways to reduce costs as much as possible for packaging without letting safety suffer. d. always be more innovative than the competitors in order to make a product stand out. e. ensure that product damage is minimized during distribution.

answer

b

question

The series of thick and thin lines that electronically identify many products is called a(n) a. stock keeping unit. b. brand name identifier. c. universal product code. d. price bar. e. inventory control symbol.

answer

c

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