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e.
Brand extension
235. A major advantage of using individual branding is that
a.
the promotion of one of the company's brands will also promote the company's other brands.
b.
this branding policy will prevent the overextension of a brand name to products that are completely unrelated
to the original.
c.
a poor quality product will not contaminate all of the company's other products with negative images.
d.
a specific brand name for each product will help the company grow during times of economic recession.
e.
the quality of one of the company's products will help increase the perceived quality image of the company's
other related products.
236. When ____ branding is used, each of a firm's products is branded with at least part of the same name.
a.
individual
b.
trademark
c.
family
d.
selective
e.
brand-extension
237. When Anheuser-Busch added Michelob Light to the line of Michelob beers, the firm was using ____ branding.
a.
brand-extension
b.
individual
c.
family
d.
selective
e.
licensed
238. If the company who produces Garnier Fructis shampoo and conditioner were to introduce Garnier Fructis dryer
sheets with the same scent, this would be called ____ branding.
a.
brand-extension
b.
licensed
c.
family
d.
individual
e.
new-product
239. Gorton's sells Gorton's Fish Sticks, Gorton's Fish Fillets, and Gorton Grilled Fish. This is an example of
a.
family branding.
b.
shared naming.
c.
individual branding.
d.
brand extension.
e.
single branding.
240. Lysol Basin, Tub, and Tile Cleaner and Lysol Disinfectant Spray exemplify
a.
private branding.
b.
product brand marks.
c.
family branding.
d.
individual branding.
e.
wholesaler branding.
241. Duncan Hines Brownie Mix has revised its packaging with the words “Real Hershey’s Chocolate In the Mix” on its
box. This is an example of ____ .
a.
Brand extension
b.
Brand licensing
c.
Family branding
d.
Co-branding
e.
Cohort branding
242. 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.
243. 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 different companies.
d.
Co-branding should be done in a way so that it is obvious which brand is the main brand or key brand.
e.
Co-branding should take advantage of the distribution capabilities of the brands involved.
244. When Disney characters appear on apparel made by another company, this would be an example of
a.
brand licensing.
b.
brand extensions.
c.
dual-branding.
d.
co-branding.
e.
cooperative branding.
245. A Sony laptop that has an “Intel” logo on its keyboard is an example of
a.
brand extension.
b.
brand licensing.
c.
co-branding.
d.
individual branding.
e.
line family branding.
246. To use co-branding effectively, which one of the following is probably least important?
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 two or more organizations.
d.
To avoid confusion on the part of customers, co-branding should be done in a way so that it is obvious which
brand is the main brand or key brand.
e.
The co-branded product should be able to benefit from the distribution system of both brands involved.
247. A co-branded product from Sony and Martha Stewart would likely fail because
a.
neither of these brands is very well known to consumers.
b.
their products are not complementary.
c.
they are both food products.
d.
this co-branding will not provide product differentiation.
e.
the market segment for this product is too vast
248. Trying to link a motorcycle brand like Harley-Davidson to a food brand like Healthy Choice would be considered a
poor decision in this type of branding.
a.
Co-branding
b.
Individual branding
c.
Family branding
d.
Product branding
e.
Wholesaler branding
249. If Ralph Lauren, a designer of fine clothing, authorized Dan River Mills to market a line of sheets under the Ralph
Lauren name⎯this arrangement is an example of
a.
brand extension.
b.
brand licensing.
c.
product continuation.
d.
private branding.
e.
individual branding.
250. If Subway made an agreement allowing another company to use its brand name on a new supermarket ready-to-eat
sandwich, this would be called
a.
co-branding.
b.
brand extension.
c.
brand licensing.
d.
trademark licensing.
e.
cooperative branding.
251. 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.
252. Brand licensing agreements can fail for many reasons but usually not because of
a.
poor timing in the marketplace.
b.
a lack of manufacturing control of the licensed product.
c.
a strong match between the product and the licensed brand.
d.
using the wrong types of distribution channels to market the product.
e.
licensing the brand to too many unrelated products.
253. 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.
254. 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. Haley is likely working on the product’s
a.
licensing.
b.
labeling.
c.
promotion.
d.
packaging.
e.
direct media.
255. The most important function of packaging is
a.
offering convenience to customers.
b.
protecting the product and maintaining its functionality.
c.
covering the product.
d.
communicating information to the customer.
e.
attracting the attention of the customer.
256. 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
257. When designing a package, which characteristic is least important?
a.
An association with the company's brand mark
b.
Cost-effectiveness
c.
Environmental responsiveness
d.
Safety
e.
The value it has as a promotional tool
258. 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.
259. All packaging must at a minimum
a.
protect and preserve the contents in the package.
b.
clearly communicate the contents and the product's benefits.
c.
be tamper-proof and safe for children.
d.
comply with the FDA's packaging regulations.
e.
be made out of the most cost-effective materials available.
260. In the packaging for a new line of beef jerky, Hormel should avoid the use of ____ in its packaging.
a.
Red
b.
Yellow
c.
Orange
d.
Green
e.
Clear
261. To promote overall company image, packages of Pillsbury cake and cookie mixes have similar designs and colors.
This approach is known as
a.
family branding.
b.
brand managing.
c.
line consistency.
d.
family packaging.
e.
product grouping.
262. 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.
263. 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.
264. Packages designed to appeal to children often use
a.
bold designs and primary colors.
b.
clear color and simple designs.
c.
black and white only.
d.
pastels and soft images.
e.
lots of writing and little color.
265. 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.
266. 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.
267. Gain liquid laundry detergent comes in a 40-ounce plastic bottle with a pour spout. When that bottle is empty,
consumers can purchase Gain in a plastic pouch designed to refill the original 40-ounce plastic bottle. The pouches use
less packaging, store flat, and cost less; however, they are not for repeated usage. The use of the original Gain 40-ounce
bottle is an example of a(an)
a.
reusable container.
b.
innovative package.
c.
second-round package.
d.
secondary-use package.
e.
dual purpose package.
268. A secondary-use package is defined as one that
a.
can be used as a promotional tool.
b.
can be reused for purposes other than its initial use.
c.
facilitates transportation, storage, and handling for middlemen.
d.
is recyclable and environmentally safe.
e.
promotes an overall company image.
269. 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. Jiffy-Pop’s popcorn in this case is an example of _____ packaging.
a.
secondary-use
b.
multiple
c.
innovative
d.
category-consistent
e.
“green”
270. 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.
271. 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.
272. 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
273. 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
274. 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.
275. 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
276. Twin-packs and six-packs are examples of
a.
family packaging.
b.
group packaging.
c.
package bundling.
d.
family branding.
e.
multiple packaging.
277. Which one of the following is not a benefit of multiple packaging?
a.
Facilitates special price offers
b.
Increases demand
c.
Increases consumer acceptance of the product
d.
Makes handling or storage easier
e.
Conveys an overall image of the firm
278. When Starbucks introduced their instant coffee brand, Via, the company only sold it in packages of three single-cup
units. Starbucks’ primary objective for selling Via in three-unit packages rather than single-unit packages was most likely
a.
to encourage the consumer to try the product several times.
b.
to encourage a higher consumption of all Starbucks products.
c.
to sell more because of infrequent coffee purchases.
d.
to reduce costs in the distribution and handling of the Via products.
e.
to engage in environmentally responsible behavior.
279. Arm & Hammer would probably not want to use multiple packaging for its baking soda because
a.
the product is used infrequently.
b.
storage would be more difficult.
c.
shelf space could not be maximized.
d.
shipping costs would increase.
e.
the product has a short shelf life.
280. Nathan recently purchased a floor lamp from Ikea. The floor lamp came in a compact cardboard box and assembly
was required. This is an example of ____ packaging.
a.
secondary-use
b.
multiple
c.
category-consistent
d.
innovative
e.
handling-improved
281. Packaging that is designed to flow through the distribution channel easily is called ____ packaging.
a.
category-consistent
b.
multiple
c.
innovative
d.
handling-improved
e.
logistic
282. The overall challenge for marketers when developing packaging is to
a.
make it as attractive as possible to the target market of the product.
b.
create effective, convenient packaging that appeals to customers and keeps costs low.
c.
find ways to reduce costs as much as possible for packaging without letting safety suffer.
d.
always be more innovative than the competitors in order to make a product stand out.
e.
ensure that product damage is minimized during distribution.
283. Labeling is important for three specific reasons, including promotional and legal reasons. What is the third reason?
a.
Marketing
b.
Branding
c.
Strategy
d.
Informational
e.
Packaging
284. The label on a window air conditioner reads “uses up to 20% less energy.” For what reason is this phrase most likely
used?
a.
To provide product use information.
b.
To encourage multiple purchases.
c.
To promote the product.
d.
To satisfy legal requirements.
e.
To encourage the proper consumption patterns of the product.
285. Federal laws require the disclosure of nutritional information on labels. So far, evidence on this matter
a.
indicate that consumers regularly use the information.
b.
have been conducted only by the federal government.
c.
have shown mixed results about the use of this information.
d.
prove that labels are necessary only for promotional reasons.
e.
indicate that consumers do not use the information.
286. Which of the following statements about labeling is false?
a.
The label can be used to facilitate the identification of a product.
b.
Labels do not have to disclose nutritional information.
c.
The label indicates the quality of the product.
d.
Labeling is used to describe the product.
e.
The label can play a promotional function.
287. 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.
288. 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.
289. Scenario 11.1
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.
Refer to Scenario 11.1. Silk Soymilk's strategy of packaging its single-serve boxes of chocolate milk to look like its half-
gallon cartons is known as ___
a.
a brand extension.
b.
individual packaging.
c.
manufacturer branding.
d.
family packaging.
e.
multiple packaging.
290. Scenario 11.1
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.
Refer to Scenario 11.1. 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
291. Scenario 11.1
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.
Refer to Scenario 11.1. 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.
It's size and shape help make storage easier.
d.
It is less harmful to the environment.
e.
It most likely appeals to children and those with active lifestyles.
