62. Over the years Cadillac has become to be thought of as “your grandparent’s car.” The new Cadillac
ads showing a beautiful young woman driving a Cadillac along with the statement, “When you turn
your car on, does it turn you on?” is an example of marketing designed to help _____ Cadillac as a car
for today’s younger driver.
a.
diversify
b.
reposition
c.
develop
d.
expand
e.
display
63. Adding additional products to an existing product line in order to compete more broadly in the
industry is referred to as:
a.
product line extension
b.
product modification
c.
planned obsolescence
d.
repositioning
e.
cannibalization
64. Over the years, Crest has added a variety of different toothpastes to its brand, such as
Cavity-Protection Crest, Sensitive-Teeth Protection Crest, Baking Soda Crest, Tartar Protection Crest,
and Crest for Kids. These additions are examples of:
a.
product line extensions
b.
product portfolio width adjustments
c.
product item contractions
d.
SBU expansions
e.
product mix widths
65. When Coca-Cola introduced Coke Zero, this was an example of a _____ strategy.
a.
repositioning
b.
product line extension
c.
cannibalization
d.
disintermediation
e.
demarketing
66. Cover Girl and Revlon are both recognized as leading manufacturers of cosmetics. Both companies
have recently introduced cosmetics for the over-50 woman who does not have the same concerns as a
20-year-old. The introductions of these cosmetics are examples of the implementation of a _____
strategy.
a.
portfolio breadth expansion
b.
product portfolio width adjustment
c.
product item contraction
d.
product line extension
e.
repositioned marketing mix
67. At one point Heinz made ketchup in multiple colors including red, green, purple, pink, orange, and
teal. While they were popular for a few years, consumers stopped buying the unusual colors and Heinz
has dropped back to just making red ketchup. This is an example of the implementation of a _____
strategy.
a.
repositioning
b.
cannibalization
c.
product line extension
d.
product line contraction
e.
divestment
68. Which of the following is a symptom of product line overextension?
a.
Overuse of standardized components
b.
Manufacturing or marketing resources are disproportionately allocated to slow-moving
products
c.
Strong economy of scale
d.
Planned obsolescence of certain products
e.
All of the above.
69. A _____ is a name, term, symbol, design, or combination thereof that identifies a seller’s products and
differentiates them from competitors’ products.
a.
brand mark
b.
trademark
c.
brand name
d.
UPC
e.
brand
70. A _____ is the part of the brand that can be spoken.
a.
brand equity
b.
service mark
c.
trademark
d.
brand name
e.
certification mark
71. The _____ is the element of a brand that cannot be spoken.
a.
brand mark
b.
trademark
c.
brand equity
d.
quality mark
e.
intangible product
72. The well-known Nike “swoosh” is an example of a:
a.
quality mark
b.
product line
c.
brand name
d.
brand mark
e.
manufacturer’s brand
73. A Boston diamond distributor has developed the first branded diamond called Hearts on Fire to help
smaller retailers counter the volume jewelers’ aggressive price discounting. This move is meant to:
a.
take away trademark rights
b.
build product identity and customer loyalty
c.
create a catchy phrase to promote diamonds
d.
combat the quality appeal of generic products
e.
combat low-cost production of generic brands
74. The value of company and brand names is referred to as:
a.
brand equity
b.
brand loyalty
c.
brand power
d.
brand equivalency
e.
brand strength
75. According to recent market research, Google is one of the most valuable brands in the world.
According to this research, the company and its well-known name are worth over $100 billion. This
research indicates that Google has high:
a.
brand loyalty hierarchy
b.
evoked set
c.
brand quality standards
d.
perceptual expectations
e.
brand equity
76. A(n) _____ refers to brands where at least one-third of the product is sold outside the home country.
a.
evoked set
b.
global brand
c.
equity brand name
d.
master brand
e.
ethnocentric trademark
77. Rexona, marketed by Unilever (a Dutch company), is the world’s number-one deodorant brand. The
brand is a leader in Europe, South America, Asia, Africa, and the Middle East. Rexona is an example
of a:
a.
master brand
b.
global brand
c.
cannibalized brand
d.
standard brand
e.
family brand
78. What is the best generator of repeat sales?
a.
Advertising
b.
Sales promotion
c.
Brand equity
d.
Satisfied customers
e.
Global brand
79. A consumer who consistently and repeatedly purchases the same brand is said to have:
a.
brand loyalty
b.
product equity
c.
product loyalty
d.
product repetition
e.
store loyalty
80. Brand loyalty can:
a.
increase product diffusion
b.
encourage competition
c.
shorten the amount of time a product spends in the maturity stage
d.
help ensure repeat sales
e.
sell a bad product
81. The brand name of a manufacturer is known as a(n) _____ brand.
a.
private
b.
manufacturer’s
c.
individual
d.
captive
e.
family
82. Vick’s, Nestlé, Pepsi, and Toyota products are examples of _____ brands because of who owns them.
a.
manufacturers’
b.
private
c.
family
d.
individual
e.
master
83. A(n) _____ brand is one owned by the wholesaler or retailer.
a.
intermediate
b.
private
c.
generic
d.
corporate
e.
primary
84. Target stores sell many premium foods under the name Archer Farms. This brand can only be
purchased in Target stores and is an example of a(n) _____ brand.
a.
manufacturers’
b.
international
c.
family
d.
private
e.
corporate
85. Which type of private label brand carries no evidence of a retailer’s affiliation, is manufactured by a
third party, and is sold exclusively at the retailer?
a.
A captive brand
b.
A complementary brand
c.
A cooperative brand
d.
An exclusive brand
e.
A generic brand
86. A small chain of supermarkets in the western United States sells only manufacturers’ brands. Which of
the following is one of the arguments you could have used to dissuade the supermarket chain owner
from selling only manufacturers’ brands?
a.
A well-known manufacturers’ brand will not enhance the chain’s image.
b.
Manufacturers rarely spend money advertising the brand name to consumers.
c.
Manufacturers can decide to drop a brand or reseller at any time.
d.
Manufacturers force the chain to carry a large in-store inventory.
e.
Relying on the manufacturer or wholesaler to deliver a national brand quickly is optimistic
at best.
87. Which of the following statements describes an advantage to retailers associated with developing their
own brands?
a.
Dealers must market the brand, thus cutting into the gross margin.
b.
Higher profits are available on private brands.
c.
Private brands, particularly those owned by discounters, are perceived to be of a higher
quality.
d.
Dealers often buy in large quantities and thus always have a ready supply.
e.
Private brands are normally delivered more promptly by the manufacturer.
88. When a company uses different brand names for different products, it is using _____ branding.
a.
private
b.
generic
c.
compound
d.
family
e.
individual
89. Heinz is a leading global food manufacturer. It manufactures and markets Farleys (baby food), Jack
Daniel’s Sauces, and Weight Watcher’s Foods (diet/slimming meals and supplements). The use of
these brand names instead of the Heinz name is an example of a(n) _____ branding strategy.
a.
individual
b.
synergistic
c.
umbrella
d.
family
e.
piggyback
90. Procter & Gamble makes Gain laundry detergent for people who like a strong scent and Dreft for those
who want a gentle detergent for their baby’s clothes. It is using a(n) _____ strategy.
a.
individual branding
b.
family branding
c.
combination branding
d.
trademarked branding
e.
private branding
91. When a company markets several different products under the same brand name, it is referred to as
a(n) _____ brand.
a.
family
b.
generic
c.
bargain
d.
dealer
e.
umbrella
92. Most people recognize Butterball as a brand of turkey, but Butterball brand is also found on fresh
turkey breast cuts, turkey sausages, ground turkey, lunchmeat cold cuts, fresh marinated bone-in,
boneless, and whole chicken, frozen chicken products, and Butterball stuffing and gravy mixes.
Butterball uses:
a.
dealer branding
b.
brand grouping
c.
family branding
d.
generic branding
e.
cobranding
93. Which of the following entails placing two or more brand names on a product or its package?
a.
Family branding
b.
Private branding
c.
Dual-code branding
d.
Cobranding
e.
Complimentary branding
94. Maureen purchased a package of Bounce fabric sheets with Febreeze citrus scent. Since both brands
were prominently listed on the package, this would be an example of:
a.
equity branding
b.
cobranding
c.
conjunctive branding
d.
private branding
e.
complementary branding
95. Jennifer purchased Cascade 2in1 ActionPacs for her dishwasher. The packaging said the product
combines the scrubbing power of Cascade with the grease fighting power of Dawn dishwashing
detergent. What type of cobranding does this product represent?
a.
Cooperative
b.
Complementary
c.
Piggyback
d.
Ingredient
e.
Synergistic
96. Rosa’s husband Phil has a cold. Rosa went to the store to buy something that would help Phil sleep.
Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapor rub. The package
showed both the Breathe Right and the Vicks brand names. This is an example of _____ branding.
a.
equity
b.
ingredient
c.
family
d.
private
e.
functional
97. Which of the following describes cooperative branding?
a.
When advertising identifies a brand as a part that makes up another product
b.
When two brands receive equal treatment, borrowing from each other’s brand equity
c.
When products are advertised together to suggest usage together
d.
When advertising identifies a brand that should not be used with another product
e.
When advertising identifies a family of brands
98. Betty Crocker brand sells a Hershey’s Ultimate Fudge cake mix that prominently features both the
Betty Crocker and Hershey’s names and logos on the box. This is an example of _____ cobranding.
a.
cooperative
b.
ingredient
c.
umbrella
d.
complementary
e.
family
99. Butterball, a well-known brand of turkey, advertised Ocean Spray cranberry sauce in its magazine ads
and depicted suggested usage with its turkey. This is an example of which type of cobranding?
a.
ingredient
b.
complementary
c.
family
d.
captive
e.
product-use
100. A _____ is a legal term indicating the owner’s exclusive right to use a brand name or part of a brand.
a.
trademark
b.
patent
c.
brand
d.
private brand
e.
right of warranty
101. Which of the following may qualify for trademark protection?
a.
Shapes, such as the Coca-Cola bottle
b.
Catchy phrases, such as “Every kiss begins with Kay”
c.
Abbreviations, such as Bud
d.
Sounds, such as Intel’s famous five-note jingle
e.
All of the above.
102. When a product name becomes generic:
a.
the firm must use black-and-white packaging
b.
competitors are prohibited by law from using the trademark
c.
the price will have to drop to appeal to lower-income consumers
d.
the product name is no longer recognized as the exclusive property of one firm
e.
a firm can reapply for exclusive trademark protection at the U.S. Patent Office
103. Kleenex is a brand name for a well-known brand of facial tissue. People often refer to Kleenex as if it
were the product name. The company that makes Kleenex may someday find its brand name becoming
a(n):
a.
equity brand
b.
certified name
c.
trademark
d.
faux brand
e.
generic product name
104. All of the following are functions of packaging EXCEPT:
a.
contain and protect the product
b.
guarantee product quality
c.
facilitate recycling and reduce environmental damage
d.
promote the product
e.
facilitate product storage, use, and convenience
105. Sherwin-Williams’ Dutch Boy paint has packaging that is getting rave reviews. The new Twist & Pour
paint is packaged in an all-plastic gallon container with an easy twist-off lid, comfortable side handle,
and even a pouring spout. There’s no other paint product like it on the market. This innovative
packaging was most likely designed for which of the following functions?
a.
To facilitate product use and convenience
b.
To contain and protect the product
c.
To reduce environmental damage
d.
To facilitate recycling
e.
To promote the product
106. Labels that contain standard promotional claims like “new,” “improved,” and “super” are examples of
_____ labels.
a.
descriptive
b.
functional
c.
repositioning
d.
informational
e.
persuasive
107. The two types of package labeling in common usage today are:
a.
informational and persuasive
b.
promotional and nonpromotional
c.
functional and persuasive
d.
government-mandated and seller-controlled
e.
motivational and required
108. Labeling that is designed to help consumers make proper product selections and lower their cognitive
dissonance after the purchase is referred to as:
a.
informational labeling
b.
persuasive labeling
c.
cognitive labeling
d.
rational labeling
e.
restrictive labeling
109. Statements on Kashi cereals and breakfast bars stating that the they have no artificial colors, flavors, or
preservatives would most likely be an example of _____ labeling.
a.
primary
b.
required
c.
informational
d.
functional
e.
environmental
110. Mia’s new raincoat contains a label that reads “Professional dry clean only.” This is an example of
a(n)_____label.
a.
data
b.
union mandated
c.
persuasive
d.
informational
e.
functional
111. Which of the following statements about bar codes is true?
a.
Bar codes are also called universal pricing codes (UPCs).
b.
Bar codes were first used in 2000.
c.
Bar codes can be read by optical scanners.
d.
Bar codes cannot be used as a marketing research tool.
e.
All of these statements about bar codes is true.
112. Universal product codes (UPC) can perform all of the following functions EXCEPT:
a.
allow scanners to match codes with brand names, package sizes, and prices
b.
print product and price information on cash register tapes
c.
assist retailers in preparing records of customer purchases
d.
allow retailers to accurately track sales and control inventories
e.
provide the detailed nutritional information required by the FDA
113. Advantages of this global branding strategy include greater identification of the product from market
to market and ease of coordinating promotion from market to market.
a.
adaptation
b.
one brand name everywhere
c.
piggybacking
d.
different brand names in different marketse
e.
product modification
114. Three aspects of packaging that are especially important in international marketing are labeling,
aesthetics, and:
a.
price
b.
length of distribution channel
c.
counterfeiting potential
d.
warranties
e.
climate considerations
115. Green is a sign of danger in some countries, so a U.S. firm that sells its goods in those countries would
probably want to avoid using green on its packaging. Which aspect of packaging is addressed by this
issue?
a.
convenience
b.
safety
c.
descriptive labeling
d.
aesthetics
e.
informational labeling
116. Which type of warranty is a written guarantee?
a.
Complete
b.
Express
c.
Implied
d.
Explicit
e.
Primary
117. Well-known retailer Lands’ End offers a written satisfaction guarantee on all merchandise it sells. In
other words, Lands’ End gives its customers a(n) _____ warranty.
a.
implied
b.
descriptive
c.
limited
d.
full
e.
express
118. The label on Darwin’s new blazer that reads “Will Not Shrink” is an example of a(n) _____ warranty.
a.
descriptive
b.
limited
c.
implied