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Exam 11: Product, Branding, and Packaging Decisions

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Question 41

True/False

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Private-label brands are imitations often sold by street vendors.

A) True
B) False

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Question 42

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Which of the following is not true regarding secondary packaging?

A) It can provide information to consumers not found on the primary packaging.
B) It is important to the retailer in terms of convenience in handling.
C) It can be an important positioning tool to convey the brand image.
D) It can allow for cost efficiencies due to larger order and shipment sizes.
E) It is of little value to the average consumer.

F) B) and D)
G) A) and C)

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Question 43

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Jake developed a toothpaste using only natural ingredients,and he has been quite successful selling the product in health food stores and some grocery stores.He has recently developed a toothbrush using bamboo and natural components.Jake is considering a __________,giving the toothbrush the same brand name as the toothpaste in order to create greater brand awareness.

The company Jorge works for has just acquired a regional grocery store chain.The chain has a very strong reputation among consumers in the states in which it operates.The acquired company owns several private-label brands.Jorge has been asked to prepare a brief about the options for retaining the private-label brands that the chain had been selling.What are the key points Jorge should include?

A toothpaste tube is an example of a ________ package.

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

A familiar brand name always helps the sales of a product.

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

Colgate,like any major consumer products company,is always looking for opportunities to expand its product lines.What two industry factors often influence product line expansion decisions?

Which of the following best describes when Johnson & Johnson introduces a travel-sized package for its existing baby oil product?

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

A __________ package is the one a consumer uses.A __________ package is used by retailers to display and sell the product.

Effective packaging and labels send consumers the signal "Buy me."

Shell MasterCard,created cooperatively by Shell Oil Company and MasterCard,is an example of

Private-label brands are developed and managed by

Nike sells shoes,clothing,and athletic gear.These represent the breadth of Nike's products.

Matt was passionate about Abercrombie & Fitch.It was the only place he'd buy his clothes.If anyone asked him about clothes,he would talk for what seemed like hours about why he only shopped there.From a strictly marketing perspective,this word of mouth is an element of

When a company launches a new product line with an existing brand name,this is known as

For many years,General Electric had a corporate strategy of being among the top three firms in any market in which it operated; if it could not achieve a top-three position,it would exit the market.This strategy often resulted in the company __________ when certain product lines failed to meet this expectation.

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