Question 1

Some credit cards provide free liability insurance,funded by the bank issuing the card,when a customer pays for a rental car using the card.This extra insurance is an example of:

Accepted Answer

A)   an associated service.
B)   the actual product.
C)   product style.
D)   the product position.
E)   the core value.F) A) and B)
G) D) and E)

Question 2

Shell MasterCard,created cooperatively by Shell Oil Company and Master Card,is an example of:

Accepted Answer

A)   co-branding.
B)   brand extraction.
C)   brand collusion.
D)   a generic brand.
E)   brand dilution.F) A) and B)
G) All of the above

Question 3

Ella had been using an imported brand of shampoo for several years,but she could no longer find it anywhere.As she was considering what kind of shampoo to try,she was surprised to see ads for Procter & Gamble's Head and Shoulders,which was being promoted as a glamorous health-oriented product.She had always thought of Head and Shoulders as an anti-dandruff shampoo.The new ads suggest that Head & Shoulders has been:

Accepted Answer

A)   rebranded.
B)   reformulated.
C)   licensed to a premium shampoo manufacturer.
D)   extended as a brand.
E)   co-branded.F) B) and D)
G) B) and E)

Question 4

Brian was working on the floor of a chain electronics store trying to help a confused customer.The customer said,"The television sets look the same,but the model numbers are different and this one is more expensive." Brian explained it was made specifically for his store.This is an example of a specific type of private-label brand,called a(n) :

Accepted Answer

A)   store brand.
B)   national brand.
C)   copycat brand.
D)   exclusive co-brand.
E)   premium store brand.F) A) and E)
G) A) and C)

Question 5

What are some of the benefits provided by product labels?

Accepted Answer

Labels on products and packages provide ...

Question 6

Jake developed a toothpaste using only natural ingredients,and he has been quite successful selling the product in health food stores and some grocery stores.He has recently developed a toothbrush using bamboo and natural components.Jake is considering a __________,giving the toothbrush the same brand name as the toothpaste in order to have greater brand awareness.

Accepted Answer

A)   co-brand
B)   brand extension
C)   premium brand
D)   joint brand
E)   natural brandF) B) and C)
G) B) and D)

Question 7

Which of the following is NOT one of the four criteria used for evaluating a brand's equity?

Accepted Answer

A)   Brand awareness.
B)   Brand loyalty.
C)   Brand associations.
D)   Brand conceptualization.
E)   Brand perceived value.F) A) and B)
G) A) and C)

Question 8

What are the brand components used by your university?

Accepted Answer

Answers will vary but,for the University...

Question 9

Firms with upscale brands like Rolex and Gucci often have to protect their brand assets from:

Accepted Answer

A)   product line depth.
B)   counterfeits.
C)   generic competition.
D)   brand associations.
E)   brand extensions.F) A) and B)
G) A) and E)

Question 10

A university that has separate graduate and undergraduate admission offices recognizes that these are distinct:

Accepted Answer

A)   brand associations.
B)   product / service lines.
C)   product mixes.
D)   brands.
E)   co-brands.F) B) and E)
G) None of the above

Question 11

When consumers associate a brand with a certain level of quality and familiar attributes allowing consumers to make quick decisions,the brand:

Accepted Answer

A)   establishes novelty.
B)   is the only one the consumer will consider.
C)   reduces delivery costs.
D)   facilitates purchasing.
E)   creates brand dilution.F) A) and D)
G) All of the above

Question 12

What is co-branding? Provide an example of co-branding.

Accepted Answer

Co-branding is marketing two o...

Question 13

It is almost impossible to watch a sporting event on television without seeing Nike's "swoosh" check mark,which is Nike's:

Accepted Answer

A)   name.
B)   symbol.
C)   design.
D)   term.
E)   all of these.F) A) and B)
G) A) and C)

Question 14

Brands are assets that can be legally protected through:

Accepted Answer

A)   copyrights and trademarks.
B)   financial reporting.
C)   brand extensions.
D)   generic branding.
E)   corporate branding strategies.F) C) and E)
G) B) and C)

Question 15

The potential benefits of brand extension include:

Accepted Answer

A)   It allows the perception of a brand with a quality image to be carried over to the new product.
B)   It lowers marketing costs.
C)   It can boost sales of the core brand.
D)   the firm can spend less on creating brand awareness and associations.
E)   all of these.F) A) and D)
G) All of the above

Question 16

Which of the following is NOT part of the "actual product" level of the product offer?

Accepted Answer

A)   Product warranty
B)   Features
C)   Design
D)   Quality
E)   Brand nameF) B) and C)
G) A) and B)

Question 17

Distinguish between primary and secondary packaging.

Accepted Answer

The primary package is the one...

Question 18

One of the advantages of selling specialty goods and services is that when consumers want them,they will:

Accepted Answer

A)   question the price.
B)   consider many alternatives.
C)   search for them.
D)   perceive greater performance risk.
E)   expect them to be offered conveniently.F) B) and C)
G) A) and E)

Question 19

The more familiar customers are with a brand,the harder their decision-making process will be.

Accepted Answer

A) True 
 B)False

Question 20

How do brands add value?

Accepted Answer

Brands facilitate purchasing,e...

Exam 10: Product, Branding, and Packaging Decisions

Correct Answer
verified

What is co-branding? Provide an example of co-branding.

Correct Answer
verified
Co-branding is marketing two o...
View Answer

Which of the following is NOT one of the four criteria used for evaluating a brand's equity?

Correct Answer
verified

How do brands add value?

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

Some credit cards provide free liability insurance,funded by the bank issuing the card,when a customer pays for a rental car using the card.This extra insurance is an example of:

Correct Answer
verified

Firms with upscale brands like Rolex and Gucci often have to protect their brand assets from:

Correct Answer
verified

One of the advantages of selling specialty goods and services is that when consumers want them,they will:

Correct Answer
verified

Correct Answer
verified

The more familiar customers are with a brand,the harder their decision-making process will be.

Correct Answer
verified

Distinguish between primary and secondary packaging.

Correct Answer
verified
The primary package is the one...
View Answer

What are some of the benefits provided by product labels?

Correct Answer
verified
Labels on products and packages provide ...
View Answer

Shell MasterCard,created cooperatively by Shell Oil Company and Master Card,is an example of:

Correct Answer
verified

Which of the following is NOT part of the "actual product" level of the product offer?

Correct Answer
verified

What are the brand components used by your university?

Correct Answer
verified
Answers will vary but,for the University...
View Answer

Brands are assets that can be legally protected through:

Correct Answer
verified

The potential benefits of brand extension include:

Correct Answer
verified

Correct Answer
verified

It is almost impossible to watch a sporting event on television without seeing Nike's "swoosh" check mark,which is Nike's:

Correct Answer
verified

When consumers associate a brand with a certain level of quality and familiar attributes allowing consumers to make quick decisions,the brand:

Correct Answer
verified

A university that has separate graduate and undergraduate admission offices recognizes that these are distinct:

Correct Answer
verified

Exam 10: Product, Branding, and Packaging Decisions

Correct AnswerverifiedShow Answer

What is co-branding? Provide an example of co-branding.

Correct AnswerverifiedCo-branding is marketing two o...View AnswerShow Answer

Which of the following is NOT one of the four criteria used for evaluating a brand's equity?

Correct AnswerverifiedShow Answer

How do brands add value?

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

Some credit cards provide free liability insurance,funded by the bank issuing the card,when a customer pays for a rental car using the card.This extra insurance is an example of:

Correct AnswerverifiedShow Answer

Firms with upscale brands like Rolex and Gucci often have to protect their brand assets from:

Correct AnswerverifiedShow Answer

One of the advantages of selling specialty goods and services is that when consumers want them,they will:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The more familiar customers are with a brand,the harder their decision-making process will be.

Correct AnswerverifiedShow Answer

Distinguish between primary and secondary packaging.

Correct AnswerverifiedThe primary package is the one...View AnswerShow Answer

What are some of the benefits provided by product labels?

Correct AnswerverifiedLabels on products and packages provide ...View AnswerShow Answer

Shell MasterCard,created cooperatively by Shell Oil Company and Master Card,is an example of:

Correct AnswerverifiedShow Answer

Which of the following is NOT part of the "actual product" level of the product offer?

Correct AnswerverifiedShow Answer

What are the brand components used by your university?

Correct AnswerverifiedAnswers will vary but,for the University...View AnswerShow Answer

Brands are assets that can be legally protected through:

Correct AnswerverifiedShow Answer

The potential benefits of brand extension include:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

It is almost impossible to watch a sporting event on television without seeing Nike's "swoosh" check mark,which is Nike's:

Correct AnswerverifiedShow Answer

When consumers associate a brand with a certain level of quality and familiar attributes allowing consumers to make quick decisions,the brand:

Correct AnswerverifiedShow Answer

A university that has separate graduate and undergraduate admission offices recognizes that these are distinct:

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
Co-branding is marketing two o...
View Answer

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The primary package is the one...
View Answer

Correct Answer
verified
Labels on products and packages provide ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Answers will vary but,for the University...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified