Question 1

Brand names such as Tide, Surf, Biz, and Wisk are effective names because they
A) suggest special characteristics and benefits of the product.
B) are easy for customers to say, spell, and recall.
C) are generic terms for detergent.
D) indicate the products' uses.
E) blend with competing brand names.

Accepted Answer

The answer of Brand names such as Tide, Surf, Biz,...

Question 2

A number of federal regulations specify the information that must be included in labeling. Which of the following is not specified?
A) Fabric content
B) Safety precautions
C) Ingredient content
D) Packaging content to indicate whether the package is recyclable
E) Fabric cleaning instructions

Accepted Answer

While there are regulations related to packaging, there is currently no federal requirement for indicating whether a package is recyclable on the label. However, some companies may voluntarily include this information on their packaging.

Question 3

Which of the following types of brands are the least commonly purchased at grocery stores?
A) Producer
B) Store
C) Generic
D) Manufacturer
E) Private

Accepted Answer

Generic brands (also known as store-brand or off-brand) are typically less commonly purchased at grocery stores compared to national or private brands. This is because consumers tend to be loyal to familiar and trusted brands, and may perceive generic brands as low quality or less reliable.

Question 4

To promote an overall company image, Borden dairy products are packaged in similar designs and colors. This approach is known as
A) product grouping.
B) family packaging.
C) brand managing.
D) line consistency.
E) family branding.

Accepted Answer

Family packaging refers to the strategy of using similar designs and colors for packaging different products by the same company to promote a cohesive brand image.

Question 5

Which of the following is considered a generic term?
A) Kleenex
B) Q-tips
C) Saran Wrap
D) Thermos
E) Jello

Accepted Answer

Thermos is considered a generic term because it has become the generic name for vacuum flasks of all brands, not just those manufactured by the company originally associated with the name. The term has been ruled generic in the United States and is used widely to describe any vacuum flask.

Question 6

The label on a bag of Fritos is not required to describe the
A) number of servings it contains.
B) number of calories derived from fat.
C) safety precautions.
D) number of calories per serving.
E) serving size.

Accepted Answer

The label on a bag of Fritos, like other food products, is required by law to include nutritional information such as the number of servings it contains, the number of calories derived from fat, the number of calories per serving, and the serving size. Safety precautions are not a standard requirement for food labels, as they primarily focus on nutritional information and ingredients.

Question 7

All of the activities involved in developing and providing a container for a product are called
A) packaging.
B) advertising.
C) labeling.
D) containerization.
E) parceling.

Accepted Answer

Packaging refers to all of the activities involved in creating a container or wrapping for a product. This includes designing and producing the physical container or wrapper, as well as labeling it with information such as ingredients and instructions for use. Advertising and labeling may be part of the packaging process, but they are not the same thing. Containerization refers specifically to the use of standard containers for shipping goods, which is not necessarily the same as the packaging of an individual product. Parcelling is not a commonly used term related to product packaging.

Question 8

Akiko is starting to notice some wrinkles around her eyes and mouth. She has decided to purchase some age-defying wrinkle cream but is unfamiliar with available brands. At the store, she picks out a brand because she remembers a clever advertisement about it on television. What level of brand loyalty does this describe?
A) Preference
B) Ignorance
C) Insistence
D) Acceptance
E) Recognition

Accepted Answer

Akiko's decision is based on recognizing the brand from an advertisement, indicating brand recognition, the initial level of brand loyalty where a customer is aware of a brand but does not have a strong preference for it over others.

Question 9

Martin always chooses Colgate toothpaste at his local drug store. However, when the store occasionally runs out of Colgate, he will purchase Crest or Mentadent. What level of brand loyalty does Martin have to Colgate?
A) Awareness
B) Insistence
C) Preference
D) Resistance
E) Partiality

Accepted Answer

Martin's brand loyalty to Colgate is at the level of preference, as he prefers it over other brands but is still willing to switch to other options when it is not available.

Question 10

Which of the following is not a major factor contributing to brand equity?
A) Brand loyalty
B) Perceived brand quality
C) Brand-name awareness
D) Brand relationship
E) Brand associations

Accepted Answer

All the other options (brand loyalty, perceived brand quality, brand-name awareness, and brand associations) are major factors contributing to brand equity. Brand relationship, however, is not typically considered a distinct factor on its own but rather encompasses several of the other factors, such as loyalty and associations.

Question 11

Inside the packaging of a Calphalon coffee maker, Ginger finds a paper stating, "All our products will be replaced within the first year if they fail to operate correctly. However, consumer misuse or abuse will effectively end this policy." This is a(n)
A) label.
B) set of instructions for use.
C) statement of guarantee.
D) implied warranty.
E) express warranty.

Accepted Answer

This statement is an express warranty because it explicitly outlines the conditions under which the product will be replaced, indicating a promise made by the manufacturer regarding the product's performance.

Question 12

What do yo-yo, aspirin, and thermos all have in common in a marketing sense?
A) They were all once brand names that have since been declared generic terms.
B) They are all heavily promoted during daytime television.
C) They are examples of functional product modification.
D) They have extremely high brand loyalty.
E) They are all examples of private-label brands.

Accepted Answer

Yo-yo, aspirin, and thermos were all initially brand names but have now become generic terms. This means that the brand names have become so popular that people use them to refer to any similar product in the same category. As a result, these companies have lost their trademark protection and cannot prevent others from using their brand name.

Question 13

The presentation of information on a product or its package is known as
A) branding.
B) labeling.
C) guaranteeing.
D) informing.
E) product coding.

Accepted Answer

Labeling refers to the presentation of information on a product or its package. It includes details such as ingredients, nutritional information, directions for use, and the manufacturer's information.

Question 14

Multiple packaging does not work well for
A) infrequently used products.
B) products that are easy to store.
C) aiding consumer acceptance.
D) two-for-one price offers.
E) shelf-space maximization.

Accepted Answer

Multiple packaging is not ideal for infrequently used products as they may expire or become obsolete before they are used up, which can lead to wastage and additional costs for the consumer.

Question 15

A branding strategy in which a firm uses the same brand for all or most of its products is called ____ branding.
A) producer
B) individual
C) unity
D) family
E) promotion

Accepted Answer

Family branding, also known as umbrella branding or corporate branding, is a marketing strategy that involves selling several related products or services under a single brand name. This strategy helps to create brand recognition and loyalty, reduces marketing costs, and increases cross-selling opportunities. Examples of companies that use family branding include Coca-Cola, Microsoft, and Procter & Gamble.

Question 16

Toyota was recently able to endure challenging times that required massive recalls affecting several million of its vehicles. Toyota has relied on its ___ to survive and continue to prosper.
A) brand extension
B) family branding
C) individual branding
D) brand equity
E) brand loyalty

Accepted Answer

Brand loyalty refers to customers' commitment to a brand, which typically stems from their positive experiences and perceptions of the brand. Toyota's ability to endure the recalls and maintain its market share was largely due to the strong brand loyalty it had built among its customers through years of reliable vehicles and good customer service. This loyalty helped to mitigate the negative impact of the recalls and allowed Toyota to regain customers' trust and confidence.

Question 17

If a customer has moderate loyalty toward Heinz ketchup, she likely will
A) buy the product in greater quantities.
B) shop around for the best price for that good.
C) perceive the product as having the same quality level as competitive brands.
D) never buy another brand of ketchup.
E) purchase other products that carry the Heinz name.

Accepted Answer

The answer of If a customer has moderate loyalty toward...

Question 18

A branding strategy in which a firm uses a different brand for each of its products is called ____ branding.
A) producer
B) individual
C) unity
D) family
E) promotion

Accepted Answer

Individual branding is the strategy where a company assigns a unique brand to each of its products rather than using a single brand name across different products. This allows each product to have its own identity and positioning in the market.

Question 19

The part of the package that contains the presentation of information on a product is called a
A) brand.
B) trademark.
C) label.
D) Universal Product Code.
E) warranty statement.

Accepted Answer

A label is the part of the package that contains information about the product, such as the brand name, ingredients, nutritional information, and warnings. It is an essential tool for informing consumers and meeting legal requirements. The other options (brand, trademark, UPC, and warranty statement) may be included on the label but do not refer specifically to the presentation of information on the package.

Question 20

All of the following are functions of packaging except
A) consumer convenience.
B) product protection.
C) entertainment.
D) promotion.
E) added benefits.

Accepted Answer

While packaging can enhance the experience of using and interacting with a product, such as through unique designs or opening mechanisms, its primary functions are related to the practical aspects of protecting, promoting and providing additional benefits to the product. Entertainment is not typically considered a primary function of packaging.

Quiz 13: A: Creating and Pricing Products That Satisfy Customers

Brand names such as Tide, Surf, Biz, and Wisk are effective names because they

A number of federal regulations specify the information that must be included in labeling. Which of the following is not specified?

Which of the following types of brands are the least commonly purchased at grocery stores?

To promote an overall company image, Borden dairy products are packaged in similar designs and colors. This approach is known as

Which of the following is considered a generic term?

The label on a bag of Fritos is not required to describe the

All of the activities involved in developing and providing a container for a product are called

Martin always chooses Colgate toothpaste at his local drug store. However, when the store occasionally runs out of Colgate, he will purchase Crest or Mentadent. What level of brand loyalty does Martin have to Colgate?

Which of the following is not a major factor contributing to brand equity?

Inside the packaging of a Calphalon coffee maker, Ginger finds a paper stating, "All our products will be replaced within the first year if they fail to operate correctly. However, consumer misuse or abuse will effectively end this policy." This is a(n)

What do yo-yo, aspirin, and thermos all have in common in a marketing sense?

The presentation of information on a product or its package is known as

Multiple packaging does not work well for

A branding strategy in which a firm uses the same brand for all or most of its products is called ____ branding.

Toyota was recently able to endure challenging times that required massive recalls affecting several million of its vehicles. Toyota has relied on its ___ to survive and continue to prosper.

If a customer has moderate loyalty toward Heinz ketchup, she likely will

A branding strategy in which a firm uses a different brand for each of its products is called ____ branding.

The part of the package that contains the presentation of information on a product is called a

All of the following are functions of packaging except