Question 1

Package shape, graphic design, and certain colors may be used to make a product appear taller than it actually is.

Accepted Answer

A) True 
 B)False

Question 2

All packaging must at a minimum

Accepted Answer

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.

Question 3

The stage of the product life cycle when marketers consider eliminating products that are not contributing to profitability or the overall effectiveness of a product mix is the ____ stage.

Accepted Answer

A)   maturity
B)   decline
C)   growth
D)   introduction
E)   reorganization

Question 4

Although difficult to measure, brand loyalty represents the value of a brand to an organization.

Accepted Answer

A) True 
 B)False

Question 5

The most important function of packaging is

Accepted Answer

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.

Question 6

All Healthy Choice products come in green boxes with the same Healthy Choice logo. This is an example of the use of

Accepted Answer

A)   category-consistent packaging.
B)   family packaging.
C)   multiple packaging.
D)   family branding.
E)   group labeling.

Question 7

Many manufacturers that produce their own brand

Accepted Answer

A)   also produce generic versions of their products.
B)   sell only to outlets bearing their brand name.
C)   receive most of their profits from service work.
D)   use low prices to build their perceived brand quality.
E)   also produce products for private distributor brands.

Question 8

Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand, will accept no substitute, and is willing to spend a great deal of time and effort to acquire that brand.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following best describes someone who is an early adopter in terms of the major adopter categories?

Accepted Answer

A)   They enjoy new products and are willing to take a risk.
B)   They are oriented toward the past and are the last to adopt a new product.
C)   They are skeptical of new products, but eventually adopt them because of economic necessity or social pressure.
D)   They choose new products carefully and are viewed as "in-the-know" by other adopter categories.
E)   They are deliberate and cautious in trying new products.

Question 10

What is a product? Provide an example of each type of product.

Accepted Answer

A product is a good, a service, or an id...

Question 11

If Ralph Lauren, a designer of fine clothing, authorized Dan River Mills to market a line of sheets under the Ralph Lauren name ⎯ this arrangement is an example of

Accepted Answer

A)   brand extension.
B)   brand licensing.
C)   product continuation.
D)   private branding.
E)   individual branding.

Question 12

Weyerhaeuser is evaluating its complete product mix. It wishes to decrease some of its marketing expenditures and streamline its product offerings. Weyerhaeuser will most likely look at products in the ____ stage of the product life cycle as possibilities for elimination.

Accepted Answer

A)   not yet developed
B)   growth
C)   introduction
D)   maturity
E)   decline

Question 13

When ____ branding is used, each of a firm's products is branded with at least part of the same name.

Accepted Answer

A)   individual
B)   trademark
C)   family
D)   selective
E)   brand-extension

Question 14

Changing the product's quality is a distinct alternative in the maturity stage of the product life cycle.

Accepted Answer

A) True 
 B)False

Question 15

When an organization introduces a new product, people do not all begin the adoption process at the same time, nor do they move through the process at the same speed.

Accepted Answer

A) True 
 B)False

Question 16

Identify and describe the major categories of business products.

Accepted Answer

Business products are usually purchased ...

Question 17

To try to be creative in developing a label is not worth the effort; most people prefer products to be labeled only with the brand name and relevant consumer information.

Accepted Answer

A) True 
 B)False

Question 18

R. J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and Salem. This is an example of which type of branding policy?

Accepted Answer

A)   Generic
B)   Individual
C)   Family
D)   Line family
E)   Brand extension

Question 19

What functions do packages perform? What are the factors marketers should consider when developing packages?

Accepted Answer

Effective packaging involves more than s...

Question 20

The words "Grade A Eggs" on an egg carton fulfill a legal requirement of labeling.

Accepted Answer

A) True 
 B)False

Exam 10: Product, Branding, and Packing Concepts

Identify and describe the major categories of business products.

Correct AnswerverifiedBusiness products are usually purchased ...View AnswerShow Answer

If Ralph Lauren, a designer of fine clothing, authorized Dan River Mills to market a line of sheets under the Ralph Lauren name ⎯ this arrangement is an example of

Correct AnswerverifiedShow Answer

Although difficult to measure, brand loyalty represents the value of a brand to an organization.

Correct AnswerverifiedShow Answer

Package shape, graphic design, and certain colors may be used to make a product appear taller than it actually is.

Correct AnswerverifiedShow Answer

The most important function of packaging is

Correct AnswerverifiedShow Answer

All Healthy Choice products come in green boxes with the same Healthy Choice logo. This is an example of the use of

Correct AnswerverifiedShow Answer

What functions do packages perform? What are the factors marketers should consider when developing packages?

Correct AnswerverifiedEffective packaging involves more than s...View AnswerShow Answer

The words "Grade A Eggs" on an egg carton fulfill a legal requirement of labeling.

Correct AnswerverifiedShow Answer

When ____ branding is used, each of a firm's products is branded with at least part of the same name.

Correct AnswerverifiedShow Answer

Weyerhaeuser is evaluating its complete product mix. It wishes to decrease some of its marketing expenditures and streamline its product offerings. Weyerhaeuser will most likely look at products in the ____ stage of the product life cycle as possibilities for elimination.

Correct AnswerverifiedShow Answer

Which of the following best describes someone who is an early adopter in terms of the major adopter categories?

Correct AnswerverifiedShow Answer

Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand, will accept no substitute, and is willing to spend a great deal of time and effort to acquire that brand.

Correct AnswerverifiedShow Answer

When an organization introduces a new product, people do not all begin the adoption process at the same time, nor do they move through the process at the same speed.

Correct AnswerverifiedShow Answer

R. J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and Salem. This is an example of which type of branding policy?

Correct AnswerverifiedShow Answer

All packaging must at a minimum

Correct AnswerverifiedShow Answer

Many manufacturers that produce their own brand

Correct AnswerverifiedShow Answer

Changing the product's quality is a distinct alternative in the maturity stage of the product life cycle.

Correct AnswerverifiedShow Answer

What is a product? Provide an example of each type of product.

Correct AnswerverifiedA product is a good, a service, or an id...View AnswerShow Answer

The stage of the product life cycle when marketers consider eliminating products that are not contributing to profitability or the overall effectiveness of a product mix is the ____ stage.

Correct AnswerverifiedShow Answer

To try to be creative in developing a label is not worth the effort; most people prefer products to be labeled only with the brand name and relevant consumer information.

Correct AnswerverifiedShow Answer

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Business products are usually purchased ...
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Effective packaging involves more than s...
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A product is a good, a service, or an id...
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Correct Answer
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