Question 1

A product is ________ that can be offered through a voluntary marketing exchange.

Accepted Answer

A)   the combination of a firm's marketing mix
B)   the brand associations
C)   the category depth
D)   a tangible item
E)   anything of value to consumersF) None of the above
G) A) and B)

Question 2

A company's product line consists of its various product mixes.

Accepted Answer

A) True 
 B)False

Question 3

Ferrari is well known as a brand of luxury sports cars; accordingly, it has leveraged its brand name to introduce clothing offerings emblazoned with its horse logo. It has also licensed its logo to 68 different products, from sunglasses to guitars. Ferrari might be at risk of which of the following?

Accepted Answer

A)   brand awareness
B)   perceived value
C)   brand extension
D)   brand dilution
E)   line extensionF) A) and D)
G) B) and E)

Question 4

Marketers with luxury brands use brand extension cautiously in order to avoid

Accepted Answer

A)   brand licensing fees.
B)   exclusive co-branding arrangements.
C)   diluting the core brand.
D)   private-label branding disputes.
E)   product line extension limitations.F) B) and C)
G) A) and C)

Question 5

One important purpose of a brand is to

Accepted Answer

A)   capture advertising space.
B)   minimize product line depth needed to be effective.
C)   increase consumer recognition and awareness.
D)   reduce product packaging.
E)   meet government regulations.F) A) and B)
G) A) and C)

Question 6

Brands are assets that can be legally protected through trademarks.

Accepted Answer

A) True 
 B)False

Question 7

What are the brand components used by your university?

Accepted Answer

The answer of What are the brand components used by...

Question 8

Why is brand extension a popular marketing strategy?

Accepted Answer

A)   It separates out the cost of brand extension from brand intention.
B)   It allows the firm to discontinue complementary products.
C)   It allows the firm to spend less on creating brand awareness and associations.
D)   It avoids the problem of brand dilution.
E)   It guarantees success for a new product.F) C) and D)
G) B) and D)

Question 9

Imagine you are stopping at the grocery store on your way home from class to buy food for lunches for the rest of the week. Make a shopping list, and designate which items are manufacturer brands and which are private-label brands.

Accepted Answer

Not all of the food items will...

Question 10

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) A) and C)
G) A) and D)

Question 11

Burger King and Häagen-Dazs ice cream once attempted to use co-branding. What is a likely reason that it failed?

Accepted Answer

The customer profile...

Question 12

Relatively few consumers like to go to the dentist. Dental insurance plans that pay for regular checkups increase the ________ of dental care by reducing the cost to the consumer.

Accepted Answer

A)   perceived value
B)   brand awareness
C)   brand loyalty
D)   generic positioning
E)   brand extensionF) A) and B)
G) All of the above

Question 13

Strong brands can reduce marketing costs. How do they accomplish that?

Accepted Answer

The brand sells the products a...

Question 14

What is co-branding? Provide an example of co-branding.

Accepted Answer

Co-branding is marketing two or more bra...

Question 15

A product is anything that is of value to a consumer and can be offered through a voluntary marketing exchange.

Accepted Answer

A) True 
 B)False

Question 16

Some credit cards provide free liability insurance, funded by the bank issuing the card, when a customer pays for a rental car using the card. This extra insurance is an example of

Accepted Answer

A)   product style.
B)   the actual product.
C)   an associated service.
D)   the product position.
E)   the core value.F) C) and D)
G) A) and E)

Question 17

All of the following scenarios illustrate a reason why a firm would eliminate an item within a product line except

Accepted Answer

A)   the firm decided to refocus marketing efforts elsewhere.
B)   the firm must respond to evolving markets.
C)   the product undermined its own brand.
D)   the product being eliminated is unprofitable.
E)   the firm has decided to capture new markets.F) A) and E)
G) All of the above

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Why would a huge retailer like Walmart carry national brand products?

Accepted Answer

National brands are manufacturer brands....

Exam 11: Product, Branding, and Packaging Decisions

Imagine you are stopping at the grocery store on your way home from class to buy food for lunches for the rest of the week. Make a shopping list, and designate which items are manufacturer brands and which are private-label brands.

Correct AnswerverifiedNot all of the food items will...View AnswerShow Answer

What is co-branding? Provide an example of co-branding.

Correct AnswerverifiedCo-branding is marketing two or more bra...View AnswerShow Answer

Some credit cards provide free liability insurance, funded by the bank issuing the card, when a customer pays for a rental car using the card. This extra insurance is an example of

Correct AnswerverifiedShow Answer

Burger King and Häagen-Dazs ice cream once attempted to use co-branding. What is a likely reason that it failed?

Correct AnswerverifiedThe customer profile...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Strong brands can reduce marketing costs. How do they accomplish that?

Correct AnswerverifiedThe brand sells the products a...View AnswerShow Answer

Marketers with luxury brands use brand extension cautiously in order to avoid

Correct AnswerverifiedShow Answer

Relatively few consumers like to go to the dentist. Dental insurance plans that pay for regular checkups increase the ________ of dental care by reducing the cost to the consumer.

Correct AnswerverifiedShow Answer

A product is anything that is of value to a consumer and can be offered through a voluntary marketing exchange.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One important purpose of a brand is to

Correct AnswerverifiedShow Answer

All of the following scenarios illustrate a reason why a firm would eliminate an item within a product line except

Correct AnswerverifiedShow Answer

A company's product line consists of its various product mixes.

Correct AnswerverifiedShow Answer

Why is brand extension a popular marketing strategy?

Correct AnswerverifiedShow Answer

Brands are assets that can be legally protected through trademarks.

Correct AnswerverifiedShow Answer

A product is ________ that can be offered through a voluntary marketing exchange.

Correct AnswerverifiedShow Answer

What are the brand components used by your university?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Why would a huge retailer like Walmart carry national brand products?

Correct AnswerverifiedNational brands are manufacturer brands....View AnswerShow Answer

Correct Answer
verified
Not all of the food items will...
View Answer

Correct Answer
verified
Co-branding is marketing two or more bra...
View Answer

Correct Answer
verified

Correct Answer
verified
The customer profile...
View Answer

Correct Answer
verified

Correct Answer
verified
The brand sells the products a...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
National brands are manufacturer brands....
View Answer