72) Veronica, the marketing manager of QRS Children’s Furniture, is designing a new label for
the company’s line of highchairs. The two key aspects of the label that she is working on are the
assembly instructions and the simple usage instructions. These are examples of the ________
requirements of labeling.
A) legislative
B) marketing
C) legal
D) industry
E) consumer
73) Robitussin redesigned its packaging to provide specific product use information to help
buyers make a purchase decision and to inform them about proper product usage. The package
lists four key pieces of information: the product’s formulation, its possible side effects, the
symptoms it treats, and the recommended age for usage. This is an example of meeting the
________ requirements of labeling.
A) legislative
B) marketing
C) legal
D) industry
E) consumer
74) On a box of Procter & Gamble’s Bounce fabric softener sheets, the brand name “Bounce” is
approximately 50 percent of the space on the front panel and the rest of the space is a bright
color (orange) with clean fresh images of a sun rising and a green field. This is an example of the
________ requirements of labeling.
A) legislative
B) marketing
C) legal
D) industry
E) consumer
75) The manager of NRG Beverage Company is revamping a product’s label to carry a better
product image to help the consumer recognize it quickly. He is focusing on the ________
requirements of labeling.
A) legislative
B) marketing
C) legal
D) industry
E) consumer
76) The owner of NOP Detergents is working with an art designer on the label for a new line of
naturally- scented detergents. They are trying to come up with the best way to place the brand
and logo along with the other required information on the label. They are working on the
________ requirements of labeling.
A) legislative
B) marketing
C) legal
D) industry
E) consumer
77) Food product manufacturers are required to list the number of calories at the top of the
nutrition panel. Posting calorie information is an example of meeting the ________ requirements
of labeling.
A) industry
B) aesthetic
C) legal
D) marketing
E) customer
78) In 1914, the federal government, through the Federal Trade Commission, first ruled
misleading or blatantly phony labels were illegal and represented unfair competition. This
demonstrates a ________ requirement of labeling.
A) industry
B) aesthetic
C) legal
D) marketing
E) customer
79) The warranty on a bottle of store brand pain relievers says that consumers may return this
product if they are dissatisfied with it for any reason. This is an example of a(n) ________
warranty.
A) specific
B) additional
C) extended
D) general
E) basic
80) The manufacturer of Fast Peddle Bikes offers a warranty that states that the gear-shifting
mechanism for its product will work consistently and be free of mechanical defects for five
years. This is an example of a(n) ________ warranty.
A) specific
B) additional
C) extended
D) general
E) basic
81) Warranties that make broad promises about product performance and customer satisfaction
are known as ________ warranties.
A) limited
B) exclusive
C) general
D) inclusive
E) specific
82) Mercedes-Benz offers a lifetime roadside assistance warranty on all of its vehicles, which
shows that Mercedes is committed to customer service. This is an example of the ability of a
warranty to ________.
A) provide a cost to customers
B) provide a service to customers
C) convey a message to customers
D) build brand awareness
E) build brand identity
83) Recently, Mercedes-Benz quietly reduced its warranty coverage by eliminating some free
scheduled maintenance because the expense for the firm was too high. At the same time,
Hyundai and others have expanded their warranties to build consumer confidence in their cars.
They realize that extending the period of warranty coverage demonstrates they are making better
cars in a very tangible way. These are examples of firms considering the ________ of product
warranty.
A) storage and handling
B) costs versus benefits
C) message
D) product differentiation
E) persuasiveness
84) Warranties that offer explicit product performance promises related to components of the
product are known as ________ warranties.
A) specific
B) basic
C) inclusive
D) additional
E) unlimited
85) ________ warranties are generally open to customers returning the product for a broad range
of reasons beyond specific product performance problems.
A) Explicit
B) General
C) Limited
D) Basic
E) Controlled
86) Compare and contrast customer, company, and competitor brand roles.
87) Explain the four basic strategic decisions that help define a brand and the advantages of
using each.
88) Explain and give examples of how packaging protects, communicates, and promotes usage.
89) What are the three requirements of labels? Why are these important?
90) Describe the difference between a general warranty and a specific warranty.