Question 1

Kellogg's sells many different breakfast cereals,including Corn Flakes,Rice Krispies,Frosted Flakes,Raisin Bran,and Special K.This is an example of the breadth of the Kellogg's product mix.

Accepted Answer

A) True 
 B)False

Question 2

Though most universities are nonprofit organizations,they are engaged in marketing strategy choices,just like businesses.For example,universities must decide if they should increase or decrease product mix breadth,or increase or decrease product line depth.Using your university,describe a real or plausible example of each of these four potential changes.

Accepted Answer

Answers will vary,but an increase in pro...

Question 3

The value of a brand is often calculated by assessing the

Accepted Answer

A)   difference between brand equity and brand liability.
B)   corporate profitability divided by the monthly brand earnings.
C)   earning potential of the brand over the next 12 months.
D)   effect of brand dilution if it occurred.
E)   average product line depth.F) B) and E)
G) A) and E)

Question 4

One of the categories of products for which brand extension is especially logical is

Accepted Answer

A)   generic goods.
B)   generic services.
C)   commodities.
D)   complementary goods.
E)   licensed brands.F) C) and D)
G) B) and D)

Question 5

Think of the car you are currently driving,or an article of clothing you are wearing.Name three brand associations that are common with this car or clothing.Explain how these associations might influence someone's decision to buy these products.

Accepted Answer

Students should demonstrate an...

Question 6

A __________ is a group of associated items that consumers tend to use together or think of as part of a group of similar products.

Accepted Answer

A)   product line
B)   product mix
C)   product mix breadth
D)   line extension
E)   brand extensionF) C) and D)
G) A) and B)

Question 7

In a competitive market,perceived value is determined by consumers mostly

Accepted Answer

A)   by quantitative analysis of brand personalities.
B)   in relationship to the value of competitors' offerings.
C)   by weighing primary versus secondary benefits.
D)   by trying out different products.
E)   through brand association and brand licensing.F) B) and D)
G) A) and B)

Question 8

Believe it or not,Walmart's first designer label clothing brand is called George.Few Americans know the George brand,but in Britain it is well regarded and sold in stand-alone George stores.What would be the benefits to Walmart if the George brand of clothing became recognized and desired in the United States?

Accepted Answer

The benefits to Walmart would likely inc...

Question 9

Which of the following scenarios is not a reason a firm would eliminate an item within a product line?

Accepted Answer

A)   The firm decided to refocus marketing efforts elsewhere.
B)   The firm must respond to evolving markets.
C)   The product undermined its own brand.
D)   The product being eliminated is unprofitable.
E)   The firm has decided to capture new markets.F) All of the above
G) D) and E)

Question 10

Sales of private-label brands continue to decline in the United States,particularly in big-box stores such as Costco.

Accepted Answer

A) True 
 B)False

Question 11

Marketers with successful brands sometimes hesitate to expand their brands because

Accepted Answer

A)   Federal Trade Commission regulations limit the number of products that can be marketed under an individual brand name.
B)   it is costly to maintain many product lines,and it might weaken the brand's meaning.
C)   it is often difficult to get additional marketing communications coverage for the brand.
D)   manufacturing divisions usually control brand expansion and are often in conflict with the marketing division.
E)   the current economy can support only a limited number of product options.F) B) and E)
G) C) and D)

Question 12

A __________ package is the one a consumer uses.A __________ package is used by retailers to display and sell the product.

Accepted Answer

A)   secondary; primary
B)   generic; private-label
C)   primary; secondary
D)   corporate; manufacturer's
E)   co-branded; licensedF) C) and D)
G) A) and B)

Question 13

Claire always liked Lands' End raincoats,so when she was shopping for a winter coat,she ordered one from Lands' End without thinking too much about it.This demonstrates how brands facilitate purchases.

Accepted Answer

A) True 
 B)False

Question 14

__________ is the number of items within a product line.

Accepted Answer

A)   Brand equity
B)   Product line breadth
C)   Product line depth
D)   Product mix depth
E)   Product mix breadthF) A) and B)
G) C) and D)

Question 15

If Eddie Bauer stores allowed a travel company to market adventure travel using the Eddie Bauer brand name,what would Eddie Bauer be doing?

Accepted Answer

Eddie Baue...

Question 16

Consumers might not realize that Old Spice health and wellness products and Iams pet nutrition products are made by the same company-Procter & Gamble.Old Spice and Iams are known as

Accepted Answer

A)   individual brands.
B)   family brands.
C)   corporate brands.
D)   traditional brands.
E)   umbrella brands.F) B) and D)
G) D) and E)

Question 17

What are the ways that brands add value?

Accepted Answer

Brands facilitate purchasing,e...

Question 18

Harold is a loyal Coca-Cola customer.Loyal customers like Harold require lower marketing expenditures,benefiting businesses like Coca-Cola.

Accepted Answer

A) True 
 B)False

Question 19

A toothpaste tube is an example of a ________ package.

Accepted Answer

A)   primary
B)   secondary
C)   brand positioning
D)   private-label
E)   convenienceF) All of the above
G) A) and B)

Question 20

Brand __________ is the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service.

Accepted Answer

A)   positioning
B)   licensing
C)   association
D)   equity
E)   solvencyF) C) and D)
G) A) and E)

Exam 11: Product, Branding, and Packaging Decisions

Kellogg's sells many different breakfast cereals,including Corn Flakes,Rice Krispies,Frosted Flakes,Raisin Bran,and Special K.This is an example of the breadth of the Kellogg's product mix.

Correct Answer
verified

If Eddie Bauer stores allowed a travel company to market adventure travel using the Eddie Bauer brand name,what would Eddie Bauer be doing?

Correct Answer
verified
Eddie Baue...
View Answer

Correct Answer
verified
The benefits to Walmart would likely inc...
View Answer

Harold is a loyal Coca-Cola customer.Loyal customers like Harold require lower marketing expenditures,benefiting businesses like Coca-Cola.

Correct Answer
verified

The value of a brand is often calculated by assessing the

Correct Answer
verified

A __________ is a group of associated items that consumers tend to use together or think of as part of a group of similar products.

Correct Answer
verified

Which of the following scenarios is not a reason a firm would eliminate an item within a product line?

Correct Answer
verified

In a competitive market,perceived value is determined by consumers mostly

Correct Answer
verified

A package is the one a consumer uses.A package is used by retailers to display and sell the product.

Correct Answer
verified

Consumers might not realize that Old Spice health and wellness products and Iams pet nutrition products are made by the same company-Procter & Gamble.Old Spice and Iams are known as

Correct Answer
verified

Think of the car you are currently driving,or an article of clothing you are wearing.Name three brand associations that are common with this car or clothing.Explain how these associations might influence someone's decision to buy these products.

Correct Answer
verified
Students should demonstrate an...
View Answer

Sales of private-label brands continue to decline in the United States,particularly in big-box stores such as Costco.

Correct Answer
verified

__________ is the number of items within a product line.

Correct Answer
verified

What are the ways that brands add value?

Correct Answer
verified
Brands facilitate purchasing,e...
View Answer

Marketers with successful brands sometimes hesitate to expand their brands because

Correct Answer
verified

Correct Answer
verified
Answers will vary,but an increase in pro...
View Answer

Brand __________ is the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service.

Correct Answer
verified

A toothpaste tube is an example of a ________ package.

Correct Answer
verified

Claire always liked Lands' End raincoats,so when she was shopping for a winter coat,she ordered one from Lands' End without thinking too much about it.This demonstrates how brands facilitate purchases.

Correct Answer
verified

One of the categories of products for which brand extension is especially logical is

Correct Answer
verified

Exam 11: Product, Branding, and Packaging Decisions

Kellogg's sells many different breakfast cereals,including Corn Flakes,Rice Krispies,Frosted Flakes,Raisin Bran,and Special K.This is an example of the breadth of the Kellogg's product mix.

Correct AnswerverifiedShow Answer

If Eddie Bauer stores allowed a travel company to market adventure travel using the Eddie Bauer brand name,what would Eddie Bauer be doing?

Correct AnswerverifiedEddie Baue...View AnswerShow Answer

Correct AnswerverifiedThe benefits to Walmart would likely inc...View AnswerShow Answer

Harold is a loyal Coca-Cola customer.Loyal customers like Harold require lower marketing expenditures,benefiting businesses like Coca-Cola.

Correct AnswerverifiedShow Answer

The value of a brand is often calculated by assessing the

Correct AnswerverifiedShow Answer

A __________ is a group of associated items that consumers tend to use together or think of as part of a group of similar products.

Correct AnswerverifiedShow Answer

Which of the following scenarios is not a reason a firm would eliminate an item within a product line?

Correct AnswerverifiedShow Answer

In a competitive market,perceived value is determined by consumers mostly

Correct AnswerverifiedShow Answer

A __________ package is the one a consumer uses.A __________ package is used by retailers to display and sell the product.

Correct AnswerverifiedShow Answer

Consumers might not realize that Old Spice health and wellness products and Iams pet nutrition products are made by the same company-Procter & Gamble.Old Spice and Iams are known as

Correct AnswerverifiedShow Answer

Think of the car you are currently driving,or an article of clothing you are wearing.Name three brand associations that are common with this car or clothing.Explain how these associations might influence someone's decision to buy these products.

Correct AnswerverifiedStudents should demonstrate an...View AnswerShow Answer

Sales of private-label brands continue to decline in the United States,particularly in big-box stores such as Costco.

Correct AnswerverifiedShow Answer

__________ is the number of items within a product line.

Correct AnswerverifiedShow Answer

What are the ways that brands add value?

Correct AnswerverifiedBrands facilitate purchasing,e...View AnswerShow Answer

Marketers with successful brands sometimes hesitate to expand their brands because

Correct AnswerverifiedShow Answer

Correct AnswerverifiedAnswers will vary,but an increase in pro...View AnswerShow Answer

Brand __________ is the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service.

Correct AnswerverifiedShow Answer

A toothpaste tube is an example of a ________ package.

Correct AnswerverifiedShow Answer

Claire always liked Lands' End raincoats,so when she was shopping for a winter coat,she ordered one from Lands' End without thinking too much about it.This demonstrates how brands facilitate purchases.

Correct AnswerverifiedShow Answer

One of the categories of products for which brand extension is especially logical is

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
Eddie Baue...
View Answer

Correct Answer
verified
The benefits to Walmart would likely inc...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

A package is the one a consumer uses.A package is used by retailers to display and sell the product.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Students should demonstrate an...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Brands facilitate purchasing,e...
View Answer

Correct Answer
verified

Correct Answer
verified
Answers will vary,but an increase in pro...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified