Marketing Chapter 11 When Silk Soymilk began packaging its chocolate milk

292. 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. 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.

293. A brand name is the part of the brand that is spoken.

a.

True

b.

False

True

Easy

MARK.PRID.16.11.06 – LO: 11–06

United States – BUSPROG: Analytic

United States – AK – DISC: Product

A-Head: Branding

Bloom’s: Knowledge

294. Registration of a brand with the U.S. Patent and Trademark Office provides a firm with worldwide rights to use that

brand for a specified time period.

a.

True

b.

False

Moderate

MARK.PRID.16.11.06 – LO: 11–06

United States – BUSPROG: Analytic

c

Moderate

MARK.PRID.16.11.06 – LO: 11–06

United States – BUSPROG: Analytic

United States – AK – DISC: Product

A-Head: Branding

Bloom’s: Application

295. Customers use brands to help judge product quality.

a.

True

b.

False

True

Easy

296. Every aspect of a brand is subject to a marketer’s control.

a.

True

b.

False

Moderate

297. The term “cultural branding” describes how a brand conveys a powerful myth that consumers find useful in

cementing their identities.

a.

True

b.

False

True

Moderate

298. Brand recognition exists when a customer is aware that the brand exists and views it as an alternative to purchase if

the preferred brand is unavailable or if the other available brands are unfamiliar to the customer.

a.

True

b.

False

True

299. Brand preference is the strongest form or degree of brand loyalty.

a.

True

b.

False

Easy

300. Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive

offerings and will purchase this brand if available.

a.

True

b.

False

Easy

301. Although difficult to measure, brand loyalty represents the value of a brand to an organization.

a.

True

b.

False

Easy

302. Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand, will accept no

Moderate

substitute, and is willing to spend a great deal of time and effort to acquire that brand.

a.

True

b.

False

303. Brand insistence is the strongest degree of brand loyalty but the least common type of brand loyalty.

a.

True

b.

False

True

Easy

304. Brand equity is a customer’s favorable attitude toward a specific brand and, depending on strength, some likelihood

of consistent purchase of the brand when needs for a product in this product category arise.

a.

True

b.

False

Moderate

305. Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality,

and brand associations.

a.

True

b.

False

True

Easy

True

Moderate

306. Compared to an unfamiliar brand, a familiar brand is more likely to be selected by a customer because it often is

viewed as reliable and of acceptable quality.

a.

True

b.

False

True

Moderate

307. Brand equity helps give a brand the power to capture and maintain a consistent market share, which provides stability

to an organization’s sales volume.

a.

True

b.

False

True

Easy

308. Apple Computer is an example of a manufacturer brand.

a.

True

b.

False

True

Moderate

309. Green Giant is an example of a private distributor brand.

a.

True

b.

False

310. Sears Kenmore is an example of a manufacturer brand.

a.

True

b.

False

Moderate

311. By law, manufacturers must be identified on the labels of private brands.

a.

True

b.

False

Moderate

312. The production of private distributor brands for resellers may allow a manufacturer to use excess capacity efficiently.

a.

True

b.

False

True

Easy

313. Competition between manufacturer brands and private distributor brands is becoming more intense in several major

categories.

Moderate

a.

True

b.

False

314. A generic brand indicates only the product category.

a.

True

b.

False

True

Easy

315. A brand name should indicate the product’s major benefits.

a.

True

b.

False

True

Easy

316. A brand name used for a product line should be compatible with most of the products in the line.

a.

True

b.

False

Moderate

True

Easy

317. Marketers may use brand names that have absolutely no meaning to avoid negative connotations.

a.

True

b.

False

318. Brand names should be different from the company name to avoid confusion.

a.

True

b.

False

Moderate

319. Suggestive brand names are easier to protect legally than fanciful names.

a.

True

b.

False

Moderate

320. The brand name “Minute Rice” would be more difficult to protect legally than “Exxon.”

a.

True

b.

False

True

Moderate

True

Easy

321. Individual branding facilitates market segmentation.

a.

True

b.

False

True

Moderate

322. Family branding occurs when all of a firm’s products are branded with all or part of the same name.

a.

True

b.

False

True

Easy

323. The brands used for co-branding cannot be owned by the same company.

a.

True

b.

False

Moderate

324. To gain customer acceptance, the two brands involved in co-branding must represent a complementary fit in the

minds of buyers.

a.

True

b.

False

True

Easy

325. Co-branding capitalizes on the trust that customers have in both companies involved, especially when the brands

complement one another in the mind of the buyer.

a.

True

b.

False

True

Easy

326. Distribution capabilities can increase as a result of co-branding, which is an advantage for participating partners.

a.

True

b.

False

True

327. Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.

a.

True

b.

False

True

Easy

328. A Jeep leather jacket is an example of brand licensing.

a.

True

b.

False

329. Packages are always secondary ingredients of a marketing strategy.

a.

True

b.

False

Moderate

06 MARK.PRID.16.11.07 – LO: 11–07

330. Package characteristics shape buyer impressions of a product during use.

a.

True

b.

False

True

Moderate

331. The basic purpose of packaging is to create eye appeal.

a.

True

b.

False

Easy

332. Recently, buyers have shown an unwillingness to pay more for improved packaging.

True

Moderate

a.

True

b.

False

333. Consistency among package designs is essential for an organization’s product mix.

a.

True

b.

False

Moderate

334. Package safety or convenience features can perform a promotional role.

a.

True

b.

False

True

Easy

335. Packaging can be used to communicate symbolically the quality or premium nature of a product.

a.

True

b.

False

True

Easy

False

Moderate

336. Family packaging cannot be used for individual product lines; it must apply to the entire product mix of the firm.

a.

True

b.

False

337. When a firm’s packages are designed to appear to be quite similar, the firm is using family packaging.

a.

True

b.

False

True

Easy

338. Desirable product images can be created through the use of colors, design, shapes, and textures in packaging.

a.

True

b.

False

True

Easy

339. Package shape, graphic design, and certain colors may be used to make a product appear taller than it actually is.

a.

True

b.

False

True

Easy

False

Moderate