48) Lever Brothers, a worldwide leader in consumer products, follows a brand strategy in its
personal care division with nine brands (AXE, Dove, Lifebuoy, Lux, Ponds, Rexona, Sunsilk,
Signal, and Vaseline) that operate independently of one another. This is an example of ________
branding.
A) family
B) store
C) stand-alone
D) co-
E) national
49) A company can use its brand to expand into new product types. This is known as a
________.
A) brand association
B) store branding
C) category extension
D) cobranding
E) franchise
50) International Delight coffee creamers frequently adds new flavors to its product offerings.
This would be an example of a ________ extension.
A) natural
B) line
C) service
D) category
E) basic
51) Dell used its brand to expand into new areas including printers and consumer electronics
such as LCD and plasma televisions. Dell engaged in a ________ extension.
A) natural
B) line
C) random
D) category
E) basic
52) Super-Mart decides to create its own brand of personal care products. It enters into an
agreement with a large manufacturer of this type of product to supply Super-Mart with the
products that will carry its newly formed brand’s name. This is an example of ________
branding.
A) family
B) store
C) stand-alone
D) co-
E) national
53) RB Soaps, the market leader in body wash, sells its products in every state under the same
brand. This is an example of ________ branding.
A) category
B) store
C) stand-alone
D) co-
E) national
54) Offering other manufacturers the right to use the brand in exchange for a set fee or
percentage of sales is known as ________.
A) family branding
B) benchmarking
C) stand-alone branding
D) cobranding
E) licensing
55) Costco and Visa joined together to offer a Costco-Visa card that allows users to get rebates
on their purchases at Costco while expanding the reach of Visa to Costco members. This is an
example of ________.
A) family branding
B) store branding
C) stand-alone branding
D) cobranding
E) licensing
56) Pierre Cardin partnered with several other product manufacturers and attached its name to a
wide assortment of products including clothing, housewares, and even cosmetics. Eventually, its
brand image became diluted and lost its influence as a luxury manufacturer. Which of the
following disadvantages of cobranding does this example illustrate?
A) loss of control
B) overexposure
C) lack of perceived quality
D) lack of brand awareness
E) accommodation
57) Nickelodeon and Marriott partnered to create a kid-friendly chain of vacation-oriented
hotels. Which of the following types of cobranding relationships does this exemplify?
A) colocation
B) multiple company venture
C) joint venture
D) internal brand combination
E) merger
58) The Symbian operating system came about from the cobranding effort of Nokia, Ericsson,
Sony, Panasonic, Siemens, and Samsung. They license Symbian to a number of wireless
manufacturers including LG and Fujitsu. Which of the following types of cobranding
relationships does this exemplify?
A) partnering with a variety of third-party financial institutions
B) bringing multiple companies together to form a new branded product
C) retailers sharing the same retail location
D) combining two of a company’s own products
E) merging with the industry leader
59) All of these are package objectives EXCEPT ________.
A) to protect
B) to communicate
C) to promote usage
D) to provide a layer of security and verification
E) to entertain
60) Tiffany & Company’s blue-colored box is widely recognized by consumers. Which of the
following roles of packaging does this exemplify?
A) promotions
B) aesthetics
C) communication
D) harmony
E) protection
61) Heinz revolutionized the industry when it introduced its inverted bottle because consumers
had complained for years about how hard it was to get out that last bit of ketchup. The company
spent three years designing the convenient container, which is equipped with a vacuum cap that
stops dry ketchup from forming around the lid. Which of the following packaging objectives
does this exemplify?
A) promote usage
B) aesthetic
C) communication
D) harmony
E) protection
62) Feather Tissues Inc. decided to change the color of its tissue box from red to blue because
blue was thought to be visually pleasing to consumers at the time of purchase. The change in
color represents the ________ aspect of packaging.
A) utility
B) aesthetic
C) communicative
D) innovative
E) protective
63) Barb’s Butters recently changed the shape of its packages from a pouch to a tub because
product testing revealed that the tubs created less mess for consumers. Which of the following
package objectives does the change in shape exemplify?
A) usage promotion
B) aesthetic
C) communication
D) harmony
E) protection
64) The marketing manager of a store brand pain reliever is designing the package for its new
gel-coated capsules. Her main concerns are to design a package that prevents tampering with its
contents and keeps children from accessing the product without adult assistance. On which of the
following objectives of packaging is the marketing manager focusing?
A) protection
B) aesthetics
C) communication
D) harmony
E) usage promotion
65) In an attempt to reduce product thefts in retail stores, companies include antitheft
methodology, such as bar coding or magnetic stripes, in the package design that discourages
shoplifting. Which of the following package objectives does this exemplify?
A) harmony
B) aesthetics
C) communication
D) protection
E) usage promotion
66) Mrs. Butterworth’s syrup comes in a bottle shaped like a woman. The intent of this type of
packaging is to transfer critical brand messages quickly through design cues since many
competitor syrup brands come in teardrop-shaped bottles. The unique shape of the Mrs.
Butterworth’s bottle fulfils which objective of packaging?
A) usage promotion
B) quality
C) communication
D) harmony
E) protection
67) Procter & Gamble wanted Crest Vivid White Toothpaste to stand out from competitor brand
toothpastes on store shelves, so it created a stand-up package and used a graphics-heavy box. In
the context of objectives of packaging, the company focuses on ________.
A) usage promotion
B) quality
C) protection
D) harmony
E) communication
68) The marketing manager of Easy Peasy Vegetables is working on the package for a new line
of self-steaming microwaveable vegetables. She wants the package to show a physically fit
individual happily eating the product in order to connect the product to the customer. In this case,
on which objective of packaging is the marketing manager focusing?
A) usage promotion
B) aesthetic
C) safety
D) harmony
E) protection
69) The marketing manager of Toddles Baby Food is redesigning the package for her product.
She is trying to select a color that is visually appealing and is distinctive so that her brand is easy
to identify. In the context of effective packaging, the marketing manager of Toddles is focusing
on ________.
A) usage promotion
B) aesthetics
C) quality
D) harmony
E) protection
70) Hazardous materials such as cleaning products, pesticides, and many other items require 14
different pieces of information be included on the label. This is an example of the ________
requirements of labeling.
A) aesthetic
B) marketing
C) legal
D) industry
E) consumer
71) The Food and Drug Administration requires all processed-food companies to provide
detailed nutritional information clearly identifying calories, fats, carbohydrates, and other
information. This is an example of the ________ requirements of labeling.
A) aesthetic
B) marketing
C) legal
D) industry
E) consumer