Question 1

Jenna always buys Stacy's brand pita chips. She does not even consider alternatives. Jenna is a ________ customer.

Accepted Answer

A)   price-sensitive
B)   brand-persuasion-oriented
C)   brand-association-oriented
D)   brand-extension-oriented
E)   brand-loyal

Question 2

Differentiate between breadth and depth of a firm's product mix by choosing a familiar company and explaining how its products exemplify these two concepts.

Accepted Answer

The answer of Differentiate between breadth and depth of a...

Question 3

How do marketers measure the value of a brand?

Accepted Answer

Brand value is calcu...

Question 4

Brands can be owned by

Accepted Answer

A)   manufacturers only.
B)   any firm in the supply chain.
C)   retailers only.
D)   wholesalers and retailers only.
E)   private-label generic retailers only.

Question 5

When a salesperson calls you to sell a cemetery plot, this is most likely what type of product?

Accepted Answer

A)   unsought product
B)   shopping product
C)   convenience product
D)   line extension
E)   secondary product

Question 6

Coca-Cola is a huge national brand manufacturer. By owning its own brands, Coca-Cola

Accepted Answer

A)   can monopolize store brands.
B)   has greater opportunity to dictate retail pricing.
C)   retains greater control over its marketing strategy.
D)   can increase brand dilution.
E)   can eliminate any local competition.

Question 7

All of the following are considered attributes of the "actual product" except​

Accepted Answer

A)   product warranty.
B)   features.
C)   design.
D)   quality.
E)   brand name.

Question 8

When Johnson & Johnson introduces a travel-sized package for its existing baby oil product, this is known as

Accepted Answer

A)   a line extension.
B)   a brand extension.
C)   brand dilution.
D)   rebranding.
E)   co-branding.

Question 9

Marketers need to think about the product offer as more than just its physical characteristics or its basic service function. Which of the following components include associated services such as warranties, financing, support, and after-sale service?

Accepted Answer

A)   augmented product
B)   core customer value
C)   actual product
D)   modified product
E)   core product

Question 10

When a restaurant chain, Big Burgers, launches its own brand of frozen meals, this is an example of a

Accepted Answer

A)   brand extension.
B)   line extension.
C)   licensed brand.
D)   copycat brand.
E)   premium brand.

Question 11

Why would a firm spend over $2 million for a 30-second ad on television during the Super Bowl?

Accepted Answer

A)   because of the annual competition for the most creative Super Bowl ad
B)   because the Super Bowl offers an opportunity to create significant brand awareness
C)   because the Super Bowl is a significant opportunity to be associated with global marketing
D)   because Super Bowl ads generate brand loyalty
E)   there is no good reason

Question 12

All of the following are considered an important function of labels on products and packages except

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 the ingredients.

Question 13

Provide a real-world example of a national brand and a private-label brand.

Accepted Answer

The answer of Provide a real-world example of a national...

Question 14

The more familiar customers are with a brand, the harder their decision-making process will be.

Accepted Answer

A) True 
 B)False

Question 15

In entertainment licensing, the major risk to licensees is that the brand will become overexposed.

Accepted Answer

A) True 
 B)False

Question 16

For a major university, undergraduate studies, graduate studies, and professional programs would be ________ within the university's product mix.

Accepted Answer

A)   brand associations
B)   family brands
C)   co-brands
D)   product lines
E)   private-label brands

Question 17

All of the following statements regarding brand loyalty are true except

Accepted Answer

A)   the marketing costs of reaching loyal customers are typically very high.
B)   brand-loyal customers are unlikely to switch to competitor's brands.
C)   brand-loyal customers generate positive word of mouth.
D)   firms tend to reward brand loyal customers with extra benefits.
E)   brand-loyal customers do not need persuasion to buy the firm's brands.

Question 18

Ella had been using an imported brand of shampoo for several years, but she could no longer find it anywhere. As she was considering what kind of shampoo to try, she was surprised to see ads for Procter & Gamble's Head and Shoulders being promoted as a glamorous health-oriented product. She had always thought of Head & Shoulders as an antidandruff shampoo. The new ads suggest that Head & Shoulders has most likely been

Accepted Answer

A)   rebranded.
B)   reformulated.
C)   licensed to a premium shampoo manufacturer.
D)   extended as a brand.
E)   co-branded.

Question 19

Matt is passionate about Hollister. It is the only place he'll buy his clothes. He hasn't shopped anywhere else in the last few years and will often write positive reviews on his blog about Hollister's merchandise. From a strictly marketing perspective, Matt's positive reviews reflect

Accepted Answer

A)   social marketing.
B)   brand loyalty.
C)   self-actualization.
D)   motivation.
E)   brand extension.

Question 20

When Meg planned her trip to Australia, she spent months evaluating packages, airfares, and hotel accommodations. Meg's trip is an example of a(n)  ________ product.

Accepted Answer

A)   specialty
B)   convenience
C)   unsought
D)   shopping
E)   sought

Exam 11: Product, Branding, and Packaging Decisions

Jenna always buys Stacy's brand pita chips. She does not even consider alternatives. Jenna is a ________ customer.

Correct Answer
verified

How do marketers measure the value of a brand?

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

The more familiar customers are with a brand, the harder their decision-making process will be.

Correct Answer
verified

Why would a firm spend over $2 million for a 30-second ad on television during the Super Bowl?

Correct Answer
verified

When a salesperson calls you to sell a cemetery plot, this is most likely what type of product?

Correct Answer
verified

Brands can be owned by

Correct Answer
verified

Provide a real-world example of a national brand and a private-label brand.

Correct Answer
verified

For a major university, undergraduate studies, graduate studies, and professional programs would be ________ within the university's product mix.

Correct Answer
verified

Differentiate between breadth and depth of a firm's product mix by choosing a familiar company and explaining how its products exemplify these two concepts.

Correct Answer
verified

When Johnson & Johnson introduces a travel-sized package for its existing baby oil product, this is known as

Correct Answer
verified

Coca-Cola is a huge national brand manufacturer. By owning its own brands, Coca-Cola

Correct Answer
verified

When Meg planned her trip to Australia, she spent months evaluating packages, airfares, and hotel accommodations. Meg's trip is an example of a(n) ________ product.

Correct Answer
verified

All of the following statements regarding brand loyalty are true except

Correct Answer
verified

Correct Answer
verified

All of the following are considered an important function of labels on products and packages except

Correct Answer
verified

Matt is passionate about Hollister. It is the only place he'll buy his clothes. He hasn't shopped anywhere else in the last few years and will often write positive reviews on his blog about Hollister's merchandise. From a strictly marketing perspective, Matt's positive reviews reflect

Correct Answer
verified

Marketers need to think about the product offer as more than just its physical characteristics or its basic service function. Which of the following components include associated services such as warranties, financing, support, and after-sale service?

Correct Answer
verified

When a restaurant chain, Big Burgers, launches its own brand of frozen meals, this is an example of a

Correct Answer
verified

In entertainment licensing, the major risk to licensees is that the brand will become overexposed.

Correct Answer
verified

All of the following are considered attributes of the "actual product" except

Correct Answer
verified

Exam 11: Product, Branding, and Packaging Decisions

Jenna always buys Stacy's brand pita chips. She does not even consider alternatives. Jenna is a ________ customer.

Correct AnswerverifiedShow Answer

How do marketers measure the value of a brand?

Correct AnswerverifiedBrand value is calcu...View AnswerShow Answer

The more familiar customers are with a brand, the harder their decision-making process will be.

Correct AnswerverifiedShow Answer

Why would a firm spend over $2 million for a 30-second ad on television during the Super Bowl?

Correct AnswerverifiedShow Answer

When a salesperson calls you to sell a cemetery plot, this is most likely what type of product?

Correct AnswerverifiedShow Answer

Brands can be owned by

Correct AnswerverifiedShow Answer

Provide a real-world example of a national brand and a private-label brand.

Correct AnswerverifiedShow Answer

For a major university, undergraduate studies, graduate studies, and professional programs would be ________ within the university's product mix.

Correct AnswerverifiedShow Answer

Differentiate between breadth and depth of a firm's product mix by choosing a familiar company and explaining how its products exemplify these two concepts.

Correct AnswerverifiedShow Answer

When Johnson & Johnson introduces a travel-sized package for its existing baby oil product, this is known as

Correct AnswerverifiedShow Answer

Coca-Cola is a huge national brand manufacturer. By owning its own brands, Coca-Cola

Correct AnswerverifiedShow Answer

When Meg planned her trip to Australia, she spent months evaluating packages, airfares, and hotel accommodations. Meg's trip is an example of a(n) ________ product.

Correct AnswerverifiedShow Answer

All of the following statements regarding brand loyalty are true except

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

All of the following are considered an important function of labels on products and packages except

Correct AnswerverifiedShow Answer

Matt is passionate about Hollister. It is the only place he'll buy his clothes. He hasn't shopped anywhere else in the last few years and will often write positive reviews on his blog about Hollister's merchandise. From a strictly marketing perspective, Matt's positive reviews reflect

Correct AnswerverifiedShow Answer

Marketers need to think about the product offer as more than just its physical characteristics or its basic service function. Which of the following components include associated services such as warranties, financing, support, and after-sale service?

Correct AnswerverifiedShow Answer

When a restaurant chain, Big Burgers, launches its own brand of frozen meals, this is an example of a

Correct AnswerverifiedShow Answer

In entertainment licensing, the major risk to licensees is that the brand will become overexposed.

Correct AnswerverifiedShow Answer

All of the following are considered attributes of the "actual product" except​

Correct AnswerverifiedShow Answer

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

Correct Answer
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Correct Answer
verified

All of the following are considered attributes of the "actual product" except

Correct Answer
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