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304) Private branding refers to a branding strategy in which a firm
A) gives each product a distinct name when each brand is intended for a different market
segment.
B) uses different brand names for the same product across multiple countries.
C) uses one name for all its products in a product class.
D) produces products but sells them under the brand name of a wholesaler or retailer.
E) contractually, and for a fee, allows other firms to use its brand name, requiring that the
product be made to its specifications.
305) Private branding is also referred to as private labeling or
A) reseller branding.
B) generic branding.
C) multibranding.
D) co-branding.
E) multiproduct branding.
306) Many U.S. consumers purchase store brands like Kirkland at Costco because they provide a
lower cost alternative to other brands. Companies like Costco use a ________ strategy to sell
products that they do not manufacturer themselves.
A) generic branding
B) multibranding
C) co-branding
D) multiproduct branding
E) private branding
307) Over 50 percent of the dollars spent in the United States on disposable cups and plates go
toward the purchase of store brands of these products that are manufacturer by others. ________
has been very successful in this disposables category.
A) Generic branding
B) Multibranding
C) Co-branding
D) Multiproduct branding
E) Private branding
308) Mixed branding refers to a branding strategy in which a firm
A) gives each product a distinct name when each brand is intended for a different market
segment.
B) uses different brand names for the same product across multiple countries.
C) uses one name for all its products in a product class.
D) produces products but sell them under the brand name of a wholesaler or retailer.
E) markets some products under its own name(s) and other products under the name of a reseller
because the segment attracted to the reseller is different from its own market.
309) A branding strategy in which a firm markets some products under its own name(s) and
other products under the name of a reseller because the segment attracted to the reseller is
different from its own market is referred to as
A) multibranding.
B) generic branding.
C) private branding.
D) mixed branding.
E) multiproduct branding.
310) A manufacturer can successfully use mixed branding because
A) it involves giving each product a distinct brand name.
B) the segment attracted to the reseller product is different from its own targeted market
segment.
C) the company uses one name for all of its products for the sake of simplicity.
D) it is easy to do.
E) it produces lower profits for the reseller and higher profits for the manufacturer.
311) Any container in which a product is offered for sale and on which information is
communicated is referred to as
A) a point-of-purchase display.
B) merchandising.
C) packaging.
D) a label.
E) a product bundle.
312) Packaging
A) is any box, bottle, jar, can, carton, or bag that can be used for transporting services.
B) is any container in which a product is offered for sale and on which label information is
communicated.
C) is that part of a product that is not recycled.
D) identifies the product or brand, who made it, where and when it was made, how it is to be
used, and the contents and ingredients.
E) is any container used in the preservation of ideas.
313) An integral part of the package that typically identifies the product or brand, who made it,
where and when it was made, how it is to be used, and package contents and ingredients is
referred to as a(n)
A) SKU.
B) product information panel.
C) UPC.
D) RFID.
E) label.
314) Which of the following statements regarding labels is most accurate?
A) Although labels are can carry useful information, the less information communicated, the
better.
B) The brand logo or brand name should always be the largest image on a label.
C) Labels can be very expensive, and they are important because they often are the first contact
the consumer has with the product.
D) The best labels to use on food products are those that can be easily removed to promote
recycling of the package.
E) One penny for every dollar consumers spend on products goes toward packaging and labeling
costs.
315) Customer value can assume numerous forms. For Pez Candy, Inc., customer value
manifests itself in the form of
A) an upbeat jingle.
B) character candy dispensers.
C) a stylish logotype.
D) sour taste.
E) sugar coating.
316) Pez was originally sold in Europe as ________ in plain headless dispensers.
A) chewing gum
B) a breath mint
C) an antacid
D) a pain reliever
E) candy
317) The central element of the marketing strategy for Pez Candy, Inc., is the
A) price.
B) breath mint.
C) availability.
D) container.
E) fulfillment.
318) The three main benefits packaging provides to manufacturers, retailers, and consumers
include which of the following?
A) personal
B) perceptual
C) financial
D) societal
E) aesthetic
319) Directions on how and when to use a product and information about the source and
composition of a product that appear on packaging labels provide what kind of benefits?
A) communication benefits
B) storage benefits
C) perceptual benefits
D) protection benefits
E) self-realization benefits
320) The communication aspect of packaging on a can of Campbell's soup would most likely be
of the greatest benefit to
A) people in a hurry to get to work.
B) people on a tight budget.
C) people with dietary restrictions.
D) people who are brand loyal.
E) people who love to try new things.
321) Packaging that provides convenience, product quality, protection, or easy storage offers
what kind of benefits?
A) communication benefits
B) functional benefits
C) perceptual benefits
D) physiological benefits
E) financial benefits
322) Product packaging such as the Pringles cylindrical package that minimizes breakage is one
example of the product's
A) functional benefits.
B) convenience.
C) communication benefits.
D) technology.
E) renewable resources.
323) Products such as Yoplait's Go-GURT® portable low-fat yogurt in a tube demonstrate the
importance of the ________ of packaging.
A) perceptual benefits
B) communication benefits
C) functional benefits
D) technology
E) renewable resources
324) Hot-Can Café Latte coffee comes in single-serving, self-heating containers. Not only does
this benefit people on the go, it is a popular product with backpackers and hunters because they
can still have hot coffee when there is no electricity – no heat source necessary! This
demonstrates which benefit of good packaging?
A) communication benefit
B) perceptual benefit
C) financial benefit
D) societal benefit
E) functional benefit
325) When they were first introduced, peel-back aluminum seals were seen as a great alternative
to using a traditional can opener to open cans because many people sliced their fingers with can
openers. As soon as the technology became more widely available, many manufacturers
switched to this safer, more flexible seal. This packaging innovation demonstrated the
importance of a
A) functional benefit.
B) reseller benefit.
C) communication benefit.
D) perceptual benefit.
E) psychological benefit.
326) Which of the following statements about perceptual benefits conveyed by a product's
packaging and labeling is false?
A) Packaging and labeling convey a brand's positioning and build brand equity.
B) Packaging and labeling have been shown to enhance brand recognition and facilitate the
formation of strong, favorable, and unique brand associations.
C) The legal requirements for the conveyance of information are an important component of
perceptual benefits.
D) Changes in packaging and labeling can update or uphold a brand's image in consumers'
minds.
E) The color, shape, and graphics of a package or label can help distinguish one brand from
another.
327) The belief that products originating from one country would be of better or worse quality
than the products from another country illustrates the ________ benefits that packaging
information can provide.
A) functional
B) financial
C) physical
D) perceptual
E) communication
328) The Reynolds Wrap aluminum foil box has two side tabs that say "Press Here to Lock Roll"
to keep the roll of foil in place during use. This demonstrates which elements of good
packaging?
A) perceptual benefits and functional benefits
B) protection benefits and functional benefits
C) communication benefits and perceptual benefits
D) communication benefits and functional benefits
E) functional benefits and protection benefits
329) Which of the following is one of the four key challenges that package and label designers
face?
A) governmental regulations
B) cultural and societal issues
C) competition from global markets
D) health, safety, and security issues
E) patent and trademark issues
330) To better connect with its customers by providing functional and aesthetic design features,
Kraft did what with its Chips Ahoy! cookies?
A) gave the product a more interesting brand personality
B) created additional brand extensions, such as adding chocolate dipped and mint dipped cookies
C) engaged in a co-branding effort with Blue Bell ice cream
D) complied with ISO 9000 total quality management guidelines due to its expansion into Asian
markets
E) created a patented resealable opening in the bag for easy access and to maintain freshness
331) The environmental challenges of packaging and labeling are often global in nature. These
include all of the following except which?
A) the shortage of viable landfill sites
B) growth of solid waste
C) the composition of packaging materials
D) cultural norms
E) recycling
332) The challenges of packaging and labeling are often global. One particular challenge facing
global manufacturers involves
A) creating larger size packages to be sold at warehouse stores.
B) creating packaging sensitive to educational diversity.
C) addressing ongoing environmental concerns.
D) ensuring ISO 19000 total quality management within national boundaries.
E) making packaging an irrelevant part of a firm's marketing strategy.
333) The time a product can be stored before it spoils is referred to as its
A) product life cycle.
B) use-by date.
C) spoilage index.
D) shelf life.
E) expiration date.
334) A statement indicating the liability of the manufacturer for product deficiencies is referred
to as a
A) warranty.
B) consumer bill of rights.
C) product liability statement.
D) manufacturer's disclaimer.
E) guarantee.
335) All of the following are types of warranties discussed in the text except which?
A) limited-coverage warranty
B) express warranty
C) full warranty
D) implied warranty
E) lifetime warranty
