144. _____ is the use of two or more brands on one product.
a. Brand extension
b. Brand licensing
c. Family branding
d. Co-branding
e. Cohort branding
145. When a product tries to capitalize on the brand equity of two separate brands, marketers are using _____.
a. licensing
b. dual-branding
c. partnerships
d. brand extension
e. co-branding
Chapter 10 – Product, Branding, and Packaging Concepts
146. Which of the following issues is least important in using co-branding effectively?
a. The brands involved should represent a complementary fit in a customer’s mind.
b. The brands that are teamed together should not lose their individual identities.
c. The brands involved should be owned by the same company.
d. It should be clear to customers which brand is the main brand in a co-branded product.
e. Marketers should understand when a co-branded product is unsuccessful.
147. A popular branding strategy involves _____, an agreement in which a company permits another organization to use
its brand on other products for an authorizing fee.
a. brand licensing
b. brand extensions
c. dual-branding
d. co-branding
e. cooperative branding
Chapter 10 – Product, Branding, and Packaging Concepts
148. ASonylaptopthathasan“Intel”logoonitskeyboardisanexampleof_____.
a. brand extension
b. brand licensing
c. co-branding
d. individual branding
e. line family branding
149. Trying to link a motorcycle brand like Harley-Davidson to a food brand like Healthy Choice would be considered a
poor decision in _____.
a. co-branding
b. individual branding
c. family branding
d. product branding
e. wholesaler branding
Chapter 10 – Product, Branding, and Packaging Concepts
150. If Subway made an agreement allowing another company to use its brand name on a new supermarket ready-to-
eat sandwich, this would be known as _____.
a. co-branding
b. brand extension
c. brand licensing
d. trademark licensing
e. cooperative branding
151. In a brand licensing arrangement, the licensee is responsible for _____.
a. providing the brand name to another organization for use in promoting products
b. collecting the royalties from sales of the licensed products
c. half of the financial losses in the event that the licensed brand is a failure
d. the production, but not the marketing of the licensed product
e. the manufacturing, marketing, and financing of the licensed product
Chapter 10 – Product, Branding, and Packaging Concepts
152. Marvel Comics allowed various organizations to use its Spiderman and Incredible Hulk characters to market a wide
variety of toys and clothing items. Marvel Comics received a percentage of the gross revenues. This is _____.
a. brand licensing
b. character exploiting
c. co-branding
d. family branding
e. trademark leasing
153. Haley is a graphic artist who is currently working on the development of a new container for mustard and
mayonnaise. She is also developing its graphic design. Haleyislikelyworkingontheproduct’s_____.
a. licensing
b. labeling
c. promotion
d. packaging
e. direct media
Chapter 10 – Product, Branding, and Packaging Concepts
154. The most important function of packaging is to _____.
a. encourage co-branding
b. protect the product and maintain its functionality
c. turn generic brand into a fanciful brand
d. provide information to the customer about the company history
e. introduce an inferior product as a superior product
155. Individual-sized boxes and packages that do not require refrigeration are both benefits of the _____ function of
packaging.
a. protection
b. reusability
c. cost effectiveness
d. safety
e. convenience
Chapter 10 – Product, Branding, and Packaging Concepts
156. A firm may decide that all packages should be similar and include one major element of the same design. This
approach to promote an overall company image is called _____.
a. family extension
b. family packaging
c. overall packaging
d. package extension
e. selective packaging
157. In marketing, family packaging means _____.
a. packaging products in a quantity suitable for use for an average-sized family
b. putting a set of related products all in the same package
c. making all of a company’s or product line’s packaging look similar
d. putting the same brand name on all a company’s products
e. designing and selling only products that are related
Chapter 10 – Product, Branding, and Packaging Concepts
158. All Healthy Choice products come in green boxes with the same Healthy Choice logo. This is an example of the
use of _____.
a. category-consistent packaging
b. family packaging
c. multiple packaging
d. family branding
e. group labeling
159. Packages designed to appeal to children often use _____.
a. small, aseptic packages
b. clear colors and simple designs
c. black and white packages
d. pastels and soft images
e. large, fancy packages
Chapter 10 – Product, Branding, and Packaging Concepts
160. Packaging is most important, as a strategic tool, for _____.
a. consumer convenience products
b. consumer shopping products
c. industrial products
d. consumer specialty products
e. services
161. The spray bottle for Windex Glass Cleaner could be considered a secondary use package because _____.
a. its shape is ideal for multiple-unit packaging
b. glass cleaner works on chrome as well as glass
c. the spray nozzle has an adjustable valve
d. customers can reuse it for other purposes
e. it has a shape similar to other glass cleaner bottles
Chapter 10 – Product, Branding, and Packaging Concepts
162. When Jiffy-Pop packaged its popcorn in an aluminum skillet, complete with attachable handle, it designed the
package to become the cooking utensil. After cooking, the handle was removed and the package became the
popcorn bowl. JiffyPop’spopcorninthiscaseisanexampleof_____packaging.
a. secondary-use
b. multiple
c. innovative
d. category-consistent
e. “green”
163. In the United States, toothpaste is sold in tubes and ketchup is sold in plastic bottles. However, in other parts of the
world, ketchup and tomato paste are also sold in tubes. If Heinz were to introduce ketchup in tubes in the United
States, consumers might have a more difficult time recognizing the ketchup product due to the change in the
_____.
a. category-consistent packaging
b. category-specific packaging
c. innovative packaging
d. multiple-category packaging
e. selective packaging
Chapter 10 – Product, Branding, and Packaging Concepts
164. Customers will more easily recognize a new product as belonging to a particular product category if the marketers
use _____.
a. family branding
b. innovative packaging
c. category-consistent packaging
d. category labeling
e. product category packaging
165. When Glidden introduced interior house paint in plastic gallon containers, including a no-drip spout, this was an
example of _____ packaging.
a. category-consistent
b. innovative
c. traditional
d. green
e. convenience
Chapter 10 – Product, Branding, and Packaging Concepts
166. The manufacturers of Miracle-Gro have square boxes of the plant food that serve as a flower-pot liner. The
customer just puts the box inside the flower pot, fills it with potting soil, and then adds water. The Miracle-Gro
chemical is activated by the water and begins feeding the plant. This would be an example of _____ packaging.
a. multiple
b. secondary-use
c. innovative
d. category-consistent
e. handling-improved
167. Multiple packaging is _____.
a. likely to decrease serving size
b. the same as family packaging
c. likely to increase demand
d. the most effective type of packaging for decreasing demand
e. the most expensive type of packaging
Chapter 10 – Product, Branding, and Packaging Concepts
168. Planters is concerned that acquiring a taste for its new product, honey-roasted macadamia nuts, takes time.
Planters should use _____ packaging for its new product.
a. family
b. multiple
c. tamper-resistant
d. unlabeled
e. transparent
169. Twin-packs and six-packs are examples of _____.
a. family packaging
b. group packaging
c. package bundling
d. family branding
e. multiple packaging
Chapter 10 – Product, Branding, and Packaging Concepts
170. Which of the following is not a benefit of multiple packaging?
a. Increases the amount of the product available at the point of consumption
b. Increases demand
c. Increases consumer acceptance of the product
d. Makes handling or storage easier
e. Offers more product diversity
171. Labeling is used for identification, promotional, legal, and _____ purposes.
a. marketing
b. branding
c. strategy
d. informational
e. packaging
Chapter 10 – Product, Branding, and Packaging Concepts
172. Thelabelonawindowairconditionerreads“usesupto20%lessenergy.”For what reason is this phrase most
likely used?
a. For environmental safety
b. To void competition
c. To promote the product
d. To satisfy legal requirements
e. To encourage healthy competition
173. Which of the following statements about labeling is false?
a. Labels can be used to facilitate the identification of products.
b. Labels can avoid disclosing the nutritional information of products.
c. Labels can include product features.
d. Labels can include potential presence of allergens.
e. Labelscanstrengthenanorganization’spromotionalefforts.
Chapter 10 – Product, Branding, and Packaging Concepts
174. Federal laws and regulations specify information that garments must include on the labels. Garments must be
labeled with the country of manufacture, fabric content, and _____.
a. clothing style
b. size
c. inspection code
d. care instructions
e. universal product code
175. As Lisa eats her morning bowl of Golden Grahams cereal, she reads about the calories, fats, carbohydrates, and
vitamins she is ingesting. This information is required by the _____.
a. Nutrition Labeling Act
b. Food and Drug Administration
c. Fair Packaging and Labeling Act
d. Nutritional Content Disclosure Act
e. Federal Trade Commission
Chapter 10 – Product, Branding, and Packaging Concepts
Scenario 10.3
Use the following to answer the questions.
The Pillsbury division of General Mills has promoted its baking products through its trade character, the Pillsbury
Doughboy, since 1965. He appears in television commercials touting the quality, benefits, and features of the
products Pillsbury sells. Each product in the Pillsbury line, such as crescent rolls, pizza dough, biscuits, and
cinnamon rolls, includes the Pillsbury name on the package. In addition to the Pillsbury name, the Pillsbury
Doughboy also appears on each package, although in different poses. On the Pillsbury website, the Pillsbury
Doughboy character is animated and can be seen “dancing”. He can be downloaded to your personal computer or
used to create your own e-card.
176. Refer to Scenario 10.3. The Pillsbury branding policy is most likely _____.
a. individual branding
b. family branding
c. brand extensions
d. co-branding
e. brand licensing
177. Refer to Scenario 10.3. How does brand loyalty typically affect a customer’s purchase decisions?
a. It makes every purchase easy.
b. It shortens the amount of time and reduces the risk.
c. It provides an automatic measure of quality for all products.
d. It lengthens the process due to the great effort expended.
e. It makes decisions difficult because most people are loyal to many brands.
Chapter 10 – Product, Branding, and Packaging Concepts
178. Refer to Scenario 10.3. The Pillsbury brand name would be characterized as a _____ brand.
a. private
b. manufacturer
c. store
d. generic
e. dealer
179. Refer to Scenario 10.3. If Hanes, a manufacturer of t-shirts, were to begin producing a t-shirt with the trade
character Pillsbury Doughboy on the front, this would be an example of _____.
a. a brand-extension
b. co-branding
c. brand licensing
d. individual branding
e. fanciful branding
Chapter 10 – Product, Branding, and Packaging Concepts
Scenario 10.4
Use the following to answer the questions.
When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the company chose drink boxes that
did not need refrigeration. The boxes were only sold in shrink-wrapped sets of six. Single boxes were not available
at grocery stores or convenience markets. Once the Silk chocolate product was selling well, they also began
offering the Silk Soymilk vanilla flavor in the same type packaging. The Silk Soymilk brand, logo, and look of the
boxes were the same as its larger half-gallon versions. The only difference in packaging style was the brown color
for chocolate milk and the color white for vanilla.
180. Refer to Scenario 10.4. Silk Soymilk’s strategy of packaging its single-serve boxes of chocolate milk to look like its
half-gallon cartons is known as a(n) _____.
a. brand extension
b. individual packaging
c. manufacturer branding
d. family packaging
e. multiple packaging
181. Refer to Scenario 10.4. Silk Soymilk probably increased demand for its single servings by facilitating increased
consumption of the product through its practice of _____ packaging.
a. innovative
b. category-consistent
c. handling-improved
d. secondary-use
e. multiple
Chapter 10 – Product, Branding, and Packaging Concepts
182. Refer to Scenario 10.4. Which of the following is not a function of the packaging strategy chosen by Silk Soymilk?
a. It protects and preserves the product.
b. It offers convenience to customers.
c. Its size and shape help make storage easier.
d. It is harmful to the environment.
e. It most likely appeals to children and those with active lifestyles.
183. Refer to Scenario 10.4. If Silk Soymilk were to begin offering Silk Soymilk Chocolate Ice Cream Bars, this would
be an example of _____.
a. a product line extension
b. individual branding
c. a brand extension
d. a private distributor brand
e. co-branding
Chapter 10 – Product, Branding, and Packaging Concepts