89) Efforts to change a brand’s focus to target new markets or change the image of a brand are
called
A) co-branding.
B) brand extraction.
C) brand collusion.
D) brand repositioning.
E) brand dilution.
90) When Disney flooded retail stores with products based on its movie Frozen, this illustrated
A) strategic brand alteration.
B) rebranding.
C) brand licensing.
D) brand repositioning.
E) brand scaling.
91) 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) rebranded.
B) reformulated.
C) licensed to a premium shampoo manufacturer.
D) extended as a brand.
E) co-branded.
92) All of the following statements regarding secondary packaging are true except
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 convenience in storing the product.
E) It is of little value to the average consumer.
93) A ________ package is the one a consumer uses. A ________ package is used by retailers to
display and sell the product.
A) secondary; primary
B) generic; private-label
C) primary; secondary
D) corporate; manufacturer’s
E) co-branded; licensed
94) All of the following are considered an important function of labels on products and packages
except
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.
95) What U.S. government agency has the primary responsibility in reviewing food and package
labels to ensure claims made by the manufacturer about the product are true?
A) Federal Trade Commission
B) Federal Communications Commission
C) Consumer Product Safety Administration
D) Food and Drug Administration
E) Interstate Commerce Commission
96) Kendra is taking a backpacking trip across Europe. She wants to make sure that the backpack
she chooses is the best one for her adventure, so she is spending a considerable amount of time
comparing alternatives to make sure she selects the best one. For Kendra, this backpack
represents what type of product?
A) convenience
B) unsought
C) shopping
D) luxury
E) routine
97) Zappos, an online shoe company, knows shoes are typically a(n) ________ good, with
consumers often spending time comparing alternatives. It overcomes that aspect of consumers’
search process by offering a free, no-questions-asked return policy.
A) specialty
B) shopping
C) convenience
D) ritual
E) impulse
98) Marketers selling milk, bread, and other consumer staples know that most customers do not
spend much time searching or comparing alternatives. For most consumers, these are ________
goods.
A) specialty
B) shopping
C) convenience
D) ritual
E) impulse
99) Andy likes gourmet popcorn and will spend time trying to find his favorite brand. His
brother, Joaquin, loves popcorn but doesn’t care about brands. For Andy, popcorn is a ________
good while for Joaquin it is a ________ good.
A) shopping; specialty
B) convenience; shopping
C) convenience; specialty
D) specialty; convenience
E) unique; universal
100) 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?
A) augmented product
B) core customer value
C) actual product
D) modified product
E) core product
101) All of the following are considered attributes of the “actual product” except
A) product warranty.
B) features.
C) design.
D) quality.
E) brand name.
102) When manufacturers try to understand what customers are looking for, they are thinking
about the ________ component of the product offer.
A) core customer value
B) associated services
C) augmented products
D) product support
E) quality level
103) Suppose that Walgreens (a major drug store chain) wants to introduce its own brand of
cough medicine that is similar in contents and packaging to a national brand, but at a lower cost.
What kind of brand would Walgreens be introducing?
A) private-label brand
B) counterfeit brand
C) premium brand
D) national brand
E) manufacturer’s brand
104) When a company launches a new product line with an existing brand name, this is known as
A) a brand extension.
B) a line extension.
C) a multi-brand.
D) a new brand.
E) co-branding.
105) Which of the following brand strategies is being used when the local ice cream shop
decides to add a new flavor to its menu?
A) a line extension
B) a brand extension
C) a copycat brand
D) a premium brand
E) a multi-brand
106) When a restaurant chain, Big Burgers, launches its own brand of frozen meals, this is an
example of a
A) brand extension.
B) line extension.
C) licensed brand.
D) copycat brand.
E) premium brand.
107) When Johnson & Johnson introduces a travel-sized package for its existing baby oil
product, this is known as
A) a line extension.
B) a brand extension.
C) brand dilution.
D) rebranding.
E) co-branding.
108) What aspect of the product is being described when a used-car salesperson explains that
each car comes with a one-year extended warranty and a two-year maintenance plan?
A) actual product
B) associated services
C) product style
D) product position
E) product concept
109) 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
A) product style.
B) the actual product.
C) an associated service.
D) the product position.
E) the core value.
110) When a salesperson calls you to sell a cemetery plot, this is most likely what type of
product?
A) unsought product
B) shopping product
C) convenience product
D) line extension
E) secondary product
111) Where on a product’s packaging would one most likely find information such as nutrient
content and country of origin?
A) inside the secondary package
B) inside the primary package
C) on the company website
D) on the product label
E) on the store shelf display
112) Returnable packaging, use of 3D printing, and flexible packaging are examples of
A) recycled packaging.
B) environmental packaging.
C) responsible packaging.
D) sustainable packaging.
E) green packaging.
113) When Kraft’s Philadelphia cream cheese changed its packaging from round to oval to
ensure front-facing displays that can’t spin and to fit more into the same shelf space, this was a
subtle way in which the firm ________ its product.
A) repositioned
B) branded
C) sustained
D) individualized
E) privatized
114) How did consumers respond when Chobani reduced the size of its Greek yogurt containers
by 12 percent?
A) They did not notice the change.
B) They were happy the company reduced the product size, rather than increase the price.
C) They stopped buying Chobani altogether.
D) They organized a boycott of the product.
E) They used social media to complain about the change.