d.
Safety
e.
The value it has as a promotional tool
98. 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.
99. 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.
100. 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
101. 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.
102. 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.
103. 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.
104. 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.
105. 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.
106. 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.
107. 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.
108. 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.
109. 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”
110. 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.
111. 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.
112. 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
113. 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
114. 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.
115. 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
116. Twin-packs and six-packs are examples of
a.
family packaging.
b.
group packaging.
c.
package bundling.
d.
family branding.
e.
multiple packaging.
117. 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
118. When Starbucks introduced their new 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.
119. 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.
120. 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
121. 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
122. The package design of a bag of flour would most likely be criticized for being
a.
unsafe to the environment.
b.
unsafe to the user.
c.
deceptive.
d.
functionally deficient.
e.
well suited for multiple-unit packaging.
123. 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.
124. 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
125. The series of thick and thin lines that electronically identify many products is called a(n)
a.
stock keeping unit.
b.
brand name identifier.
c.
universal product code.
d.
price bar.
e.
inventory control symbol.
126. 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.
127. 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.
128. 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.
129. 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.
130. The Fair Packaging and Labeling Act focuses on the voluntary adoption of packaging standards by
firms within industries. It also provides enforcement power to the Federal Trade Commission and the
Food and Drug Administration, and establishes
a.
specific package colors for selected product categories.
b.
package design approval procedures.
c.
mandatory labeling requirements.
d.
designated package sizes for certain product categories.
e.
packaging regulations from the Consumer Product Safety Commission.
131. 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.
Scenario 14.1
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.
132. Refer to Scenario 14.1. The Pillsbury branding policy is most likely
a.
individual branding.
b.
family branding.
c.
brand extensions.
d.
co-branding.
e.
brand licensing.
133. Refer to Scenario 14.1. How does brand loyalty typically effect 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.
134. Refer to Scenario 14.1. The Pillsbury brand name would be characterized as a ____ brand.
a.
private
b.
manufacturer
c.
store
d.
generic
e.
dealer
135. Refer to Scenario 14.1. 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.
Scenario 14.2
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.
136. Refer to Scenario 14.2. 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.
137. Refer to Scenario 14.2. 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
138. Refer to Scenario 14.2. 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.
139. Refer to Scenario 14.2. 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.
TRUE/FALSE
140. A brand name is the part of the brand that is spoken.
141. 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.
142. Customers use brands to help judge product quality.
143. Every aspect of a brand is subject to a marketer’s control.
144. The term “cultural branding” describes how a brand conveys a powerful myth that consumers find
useful in cementing their identities.
145. 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.
146. Brand preference is the strongest form or degree of brand loyalty.
147. 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.
148. Although difficult to measure, brand loyalty represents the value of a brand to an organization.
149. Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand,
will accept no substitute, and is willing to spend a great deal of time and effort to acquire that brand.
150. Brand insistence is the strongest degree of brand loyalty but the least common type of brand loyalty.
151. 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.
152. Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived
brand quality, and brand associations.
153. 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.
154. 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.
155. Apple Computer is an example of a manufacturer brand.
156. Green Giant is an example of a private distributor brand.
157. Kenmore is an example of a manufacturer brand.
158. Store brands appeal mainly to lower-income, price-conscious customers.
159. By law, manufacturers must be identified on the labels of private brands.
160. The production of private distributor brands for resellers may allow a manufacturer to use excess
capacity efficiently.
161. Competition between manufacturer brands and private distributor brands is becoming more intense in
several major categories.
162. A generic brand indicates only the product category.
163. A brand name should indicate the product’s major benefits.
164. A brand name used for a product line should be compatible with most of the products in the line.
165. Marketers may use brand names that have absolutely no meaning to avoid negative connotations.
166. Brand names should be different from the company name to avoid confusion.
167. A service brand name must be flexible enough to encompass not only current services offered, but
possible future ones as well.
168. A brand name like “Northwest Airlines” provides greater flexibility than the brand name “Humana.”
169. Service marketers frequently use symbols in combination with brand names.
170. Suggestive brand names are easier to protect legally than fanciful names.
171. The brand name “Minute Rice” would be more difficult to protect legally than “Exxon.”
172. Individual branding facilitates market segmentation.
173. Family branding occurs when all of a firm’s products are branded with all or part of the same name.
174. The brands used for co-branding cannot be owned by the same company.
175. To gain customer acceptance, the two brands involved in co-branding must represent a complementary
fit in the minds of buyers.
176. 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.
177. Distribution capabilities can increase as a result of co-branding, which is an advantage for participating
partners.
178. Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional
exposure.
179. A Jeep leather jacket is an example of brand licensing.
180. Packages are always secondary ingredients of a marketing strategy.
181. Package characteristics shape buyer impressions of a product during use.
182. The basic purpose of packaging is to create eye appeal.
183. Recently, buyers have shown an unwillingness to pay more for improved packaging.
184. Consistency among package designs is essential for an organization’s product mix.
185. Package safety or convenience features can perform a promotional role.
186. Packaging can be used to communicate symbolically the quality or premium nature of a product.
187. Family packaging cannot be used for individual product lines; it must apply to the entire product mix
of the firm.
188. When a firm’s packages are designed to appear to be quite similar, the firm is using family packaging.
189. Desirable product images can be created through the use of colors, design, shapes, and textures in
packaging.
190. Lighter colors may be used to make a package appear larger to consumers.
191. The use of darker colors in packaging design makes the package appear smaller to consumers.
192. Package shape, graphic design, and certain colors may be used to make a product appear taller than it
actually is.
193. Sandwich bread would more likely be packaged in a green wrapper than a yellow one.
194. Decisions regarding the shape and texture of a package are influenced by whether the product will be
used by males or females.
195. Marketers must follow packaging technology and legislation to make modifications that ensure
consumer safety.
196. A package can be used to attract customers’ attention.
197. Environmental concerns brought about the marketing of cleaning products in concentrated form.
198. Marketers must balance consumer desire for convenience against environmental concerns.
199. The Cool Whip container is an example of a secondary-use package.
200. A red-and-white label on a soup can is an example of innovative packaging.
201. The similar jar shapes for mayonnaise products are an example of category-consistent packaging.
202. A unique cap or applicator is an example of secondary-use packaging.
203. The crush-proof cylinder package for Pringle’s potato chips is an example of innovative packaging.
204. Multiple packaging interferes with handling and storage of products.
205. Traditional ketchup bottles create functional problems for the user.
206. To try to be creative in developing a label is not worth the effort; most people prefer products to be
labeled only with the brand name and relevant consumer information.
207. Labels facilitate product identification.
208. Labeling and packaging are closely interrelated.
209. Labeling is most important for branding reasons.
210. The UPC symbol is used by retailers for price and inventory control purposes.
211. Labeling is used to perform only two roles: to promote and to inform.
212. The instruction “Refrigerate after opening” on a salad dressing label is an example of the descriptive
function of labeling.
213. Nutritional information on labels is required by law, though consumers are indifferent to its
availability.
214. The Food and Drug Administration requires that food processors indicate the amount of carbohydrates,
calories, and fat in a product.
215. The words “Grade A Eggs” on an egg carton fulfill a legal requirement of labeling.
216. The Federal Trade Commission is solely responsible for establishing and enforcing packaging
regulations.