Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
178. In what ways can packaging be used strategically?
179. What are the major functions of a label?
180. The part of a brand that can be spoken including letters, numbers, and words is the
a.
brand.
b.
brand mark.
c.
brand name.
d.
trade name.
e.
trademark.
181. Kleenex Boutique is a ____ of tissues made by the Kimberly-Clark Corporation.
a.
brand mark
b.
brand identification
c.
brand name
d.
trademark
e.
trade name
182. McDonald's golden arches are a classic example of a
a.
brand.
b.
brand symbol.
c.
brand name.
d.
brand mark.
e.
trademark.
183. A distinguishing factor between a brand name and a brand mark is that a brand name
a.
creates customer loyalty.
b.
consists of words.
c.
identifies only one item in the product mix.
d.
is registered with the U.S. Patent and Trademark Office.
e.
implies an organization's name.
184. Healthy Choice is a ____ manufactured by ConAgra Foods, which is a ____.
a.
brand mark; trade name
b.
brand name; trade name
c.
trade name; brand
d.
brand name; trademark
e.
brand mark; trademark
185. Brands provide all of the following benefits for buyers except that they do not
a.
foster brand loyalty.
b.
help identify specific products.
c.
help buyers evaluate the quality of products.
d.
offer psychological rewards.
e.
reduce perceived risk of purchase.
186. A trademark signifies
a.
that the owner has exclusive use of a brand and others are prohibited from using it.
b.
that a product was manufactured by a particular company.
c.
the full and legal name of an organization.
d.
the level of quality of a product based on its legally protected rights.
e.
the inventive use of a brand name or brand mark to identify a company's products.
187. iPod is the ____ of the MP3 player made by Apple, Inc.
a.
trade name
b.
brand mark
c.
trade label
d.
brand
e.
identifier
188. The full and legal name of an organization is called the
a.
trademark.
b.
legal title.
c.
organizational name.
d.
brand name.
e.
trade name.
189. Jeff went to his local supermarket to purchase cola, chips, dip, and salsa for the weekend’s gathering to watch the
football game. As far as the cola goes, Jeff thinks they all taste the same and buys either Coke or Pepsi, whichever is on
sale. However, for the chips, he likes to buy Doritos White Corn when the store has them. While at the store, he picks up
Coke and Santidas Corn chips because the store did not have the Doritos. When he gets to the salsa aisle he finds that his
favorite brand, Pace’s is out of stock. Rather than buy a different brand, he goes to another store to find the Paces. Jeff’s
brand loyalty on this shopping trip can be described as ___ for the cola, ___ for the chips, and ___ for the salsa.
a.
recognition; preference; loyalty
b.
recognition; preference; insistence
c.
awareness; preference; insistence
d.
preference; awareness; insistence
e.
awareness; insistence; preference
190. Joe is an athlete who plays a variety of sports that all require various athletic shoes. He has a favorable attitude
toward Nike shoes. This favorable attitude is called brand
a.
loyalty.
b.
recognition.
c.
preference.
d.
insistence.
e.
equity.
191. The weakest level of brand loyalty is brand
a.
recognition.
b.
insistence.
c.
equity.
d.
trial.
e.
preference.
192. The three levels of brand loyalty from strongest to weakest are
a.
preference, insistence, recognition.
b.
insistence, recognition, preference.
c.
insistence, preference, recognition.
d.
recognition, preference, insistence.
e.
insistence, preference, indifference.
193. When a customer is aware that a brand exists and considers it a possibility if his preferred brand is out, he exhibits
brand
a.
loyalty.
b.
insistence.
c.
preference.
d.
acknowledgement.
e.
recognition.
194. Riley prefers to buy Pantene Shampoo for Colored Hair, however, if that is not in stock, she will buy L’Oreal or
Garnier Fructis. Riley’s level of brand loyalty can be described as ___.
a.
recognition.
b.
acceptance.
c.
preference.
d.
insistence.
e.
acknowledgement.
195. Melissa needs some spaghetti sauce and always buy Ragu. However, her local supermarket is out of Ragu and since
Melissa wants to get home to cook dinner she settles for Prego. Melissa has brand ____ for Ragu and brand ____ for
Prego.
a.
insistence; recognition
b.
insistence; preference
c.
loyalty; preference
d.
preference; recognition
e.
preference; loyalty
196. A customer must have a particular brand and will accept no substitutes. This is termed brand
a.
preference.
b.
loyalty.
c.
insistence.
d.
recognition.
e.
requirement.
197. What degree of brand loyalty is the strongest and most desired by marketers?
a.
Preference
b.
Requirement
c.
Awareness
d.
Insistence
e.
Recognition
198. Recently Jose went to a neighborhood grocery store to pick up a few items. When he looked for Old Spice Ultra
deodorant, it was unavailable. Although there were a number of deodorant brands available, he did not buy any deodorant.
Jose's behavior indicates that he most likely has what level of brand loyalty toward Old Spice Ultra deodorant?
a.
Recognition
b.
Resistance
c.
Preference
d.
Insistence
e.
No brand loyalty
199. The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred
to as brand
a.
loyalty.
b.
value.
c.
share.
d.
equity.
e.
association.
200. Elements that help create brand equity include all of the following except brand
a.
quality.
b.
associations.
c.
loyalty.
d.
recognition.
e.
awareness.
201. Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a
customer's ____ than an unfamiliar brand.
a.
inept set
b.
loyalty set
c.
preference group
d.
brand group
e.
consideration set
202. Compared to creating and developing a brand from scratch, a firm sometimes buys a brand from another company at
a premium price because outright purchase is
a.
more challenging strategically.
b.
less time consuming.
c.
less risky.
d.
less expensive.
e.
less expensive and less risky.
203. The talking gecko used by Geico Insurance facilitates the development of
a.
brand associations.
b.
brand quality.
c.
product preference.
d.
brand loyalty.
e.
product equity.
204. Which of the following products is an example of a manufacturer brand?
a.
Great Value Corn Flakes
b.
JC Penney jeans
c.
Kmart tires
d.
Sony TVs
e.
Safeway tomato sauce
205. Private distributor, generic, and manufacturer are the three types of
a.
equity.
b.
brands.
c.
producers.
d.
packaging.
e.
trade names.
206. A ____ brand usually requires a producer to become involved in distribution, promotion, and pricing decisions.
a.
dealer
b.
manufacturer
c.
private distributor
d.
store
e.
wholesaler
207. Another common name for a private distributor brand is a ____ brand.
a.
home
b.
manufacturer
c.
generic
d.
store
e.
label
208. Private distributor brands are owned by
a.
manufacturers only.
b.
manufacturers and retailers.
c.
wholesalers only.
d.
manufacturers and wholesalers.
e.
wholesalers or retailers.
209. Old Navy sells only Old Navy labeled clothing in its retail stores. The Old Navy brand is not sold in any other outlet.
Old Navy is a ____ brand.
a.
generic
b.
reseller
c.
manufacturer
d.
distribution
e.
private distributor
210. Craftsman tools, sold and branded by Sears, is an example of a ____ brand.
a.
manufacturer
b.
generic
c.
wholesaler
d.
private distributor
e.
regional
211. The major characteristic of a private brand is that
a.
only retailers initiate and own the brand.
b.
manufacturers are not identified on the product.
c.
producers become involved with the marketing mix.
d.
producers price the product.
e.
wholesalers encourage producers to make the product available.
212. Private distributor brands are owned by retailers and do not identify the manufacturer of the product. Which of the
following is an example of a private distributor brand?
a.
Green Giant corn
b.
Dell computers
c.
Sears Kenmore washers
d.
Little Debbie snack cakes
e.
Nike Air Jordan basketball shoes
213. Traditionally, the main advantage of a private brand over a manufacturer brand was the ____; now this advantage is
_____.
a.
better price; gradually diminishing
b.
better price; significantly greater
c.
more accessible distribution; gradually diminishing
d.
better quality; gradually increasing
e.
better quality; gradually diminishing
214. Kellogg's Rice Krispies, a ____ brand, is likely to be found next to Crispy Rice, a ____ brand that has very similar
coloring and styling for its package.
a.
generic; store
b.
manufacturer; private
c.
dealer; private distributor
d.
producer; house
e.
distributor; store
215. Of the different types of brands, the one that has experienced the steadiest growth is
a.
manufacturer.
b.
producer.
c.
generic.
d.
private distributor.
e.
imitator.
216. Many manufacturers that produce their own brand
a.
also produce generic versions of their products.
b.
sell only to outlets bearing their brand name.
c.
receive most of their profits from service work.
d.
use low prices to build their perceived brand quality.
e.
also produce products for private distributor brands.
217. A product that is simply labeled with the product category is considered a
a.
private brand.
b.
no-name product.
c.
generic brand.
d.
poor quality item.
e.
lean manufacturer brand.
218. A package of aluminum foil at Kroger supermarket has only a white package with black letters stating “aluminum
foil.” This product is an example of a ____ brand.
a.
manufacturer's
b.
private distributor's
c.
no-name
d.
generic
e.
no-frills
219. While shopping at a landscaping store, Jessie sees a green bag labeled “potting soil.” This is an example of
a.
streamline packaging.
b.
generic branding.
c.
store branding.
d.
individual branding.
e.
category-consistent packaging.
220. A ____ brand type is considered the least protectable under existing trademark regulations.
a.
descriptive
b.
fanciful
c.
generic
d.
symbolic
e.
suggestive
221. Which of the following should be the least important concern for marketers when selecting a brand name?
a.
Choosing a name that is easy to say and recall
b.
Positively suggesting the product's major benefits
c.
Designing a name that can be used in all different types of media
d.
Developing an advertising campaign to introduce the name
e.
Checking to see if the name is already trademarked by another company
222. The Anderson Advertising Agency was developing a name for their client’s new paper towel product. They finally
settled on the name, “Soaker.” Regarding the factors that marketers consider when selecting a brand name, which one
does this best fulfill?
a.
Compatibility with other products in the line
b.
Flexibility to be used in various types of media
c.
Using fabricated names that cannot be duplicated
d.
Indicating the product's major benefits
e.
Keeping the brand name easy to remember
223. Which of the following is a primary factor specific to services in choosing a brand name?
a.
The service brand is usually the same as the company name so it must be flexible enough to fit several
services.
b.
The name must convey an image of great customer service because this is more important for services than for
goods.
c.
The name should be distinctive and set the company apart from potential competitors.
d.
Shortness and conciseness are extremely important when choosing brand names for services so that they can
easily be remembered.
e.
Service brands are much more difficult to protect legally, so marketers must focus on creating brands with
made-up words or a combination of letters and numbers.
224. What is the most protectable brand type as determined by a series of court decisions?
a.
Generic
b.
Suggestive
c.
Descriptive
d.
Arbitrary
e.
Fanciful
225. The brand name Hamburger Helper would most likely be considered
a.
arbitrary.
b.
generic.
c.
suggestive.
d.
descriptive.
e.
fanciful.
226. Through a series of court decisions, a hierarchy of brand protection based on brand type has been created. These
brand types include all but which of the following?
a.
Arbitrary
b.
Descriptive
c.
Fanciful
d.
Generic
e.
Symbolic
227. Besides generic names, what other types of names are very difficult to protect?
a.
Names created by the company
b.
Surnames and geographic names
c.
Arbitrarily chosen names not related to the product
d.
Arbitrarily chosen names related closely to the product
e.
Names that contain shapes and colors
228. The well-known brand AT&T (American Telephone and Telegraph) would most likely be classified as
a.
fanciful.
b.
generic.
c.
descriptive.
d.
suggestive.
e.
arbitrary.
229. Of the following choices, which would be the easiest brand name to legally protect?
a.
Tarzink Yogurt
b.
Learn and Grow Daycare
c.
Scout Camping Supplies
d.
Sullivan Water Filtering Systems
e.
Western County Distributors
230. Many brand names have become so common that they are now generic terms for a particular product category.
Which of the following is the best example of this?
a.
Mrs. Butterworths
b.
Charmin
c.
Bic
d.
Crispix
e.
Kleenex
231. The amount of annual losses companies suffer from counterfeit products is estimated to be
a.
$850 million.
b.
$5 billion.
c.
$48 billion.
d.
$360 billion.
e.
$640 billion.
232. Which of the following types of products would be the most difficult to brand?
a.
Oatmeal
b.
Soap
c.
DVD players
d.
Automobiles
e.
Tax preparation services
233. When a cellphone manufacturer uses a policy of naming each of its phone products differently, such as the Neon, the
Star, the Fanfare, and the Illusion, this strategy is called ____ branding.
a.
brand-extension
b.
family
c.
differentiated
d.
individual
e.
new-product
234. R. J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and Salem. This is an
example of which type of branding policy?
a.
Generic
b.
Individual
c.
Family
d.
Line family
