Question 1

A package can be used to attract customers' attention.

Accepted Answer

A) True 
 B)False

Question 2

What steps should a marketer take to protect a brand name from use by others?

Accepted Answer

Marketers need to design brands that can...

Question 3

The package design of a bag of flour would most likely be criticized for being:

Accepted Answer

A)   unsafe to the environment.
B)   unsafe to the user.
C)   deceptive.
D)   functionally deficient.
E)   well suited for multiple-unit packaging.F) B) and D)
G) C) and E)

Question 4

Labelling is used to perform only two roles: to promote and to inform.

Accepted Answer

A) True 
 B)False

Question 5

A generic brand indicates only the product category.

Accepted Answer

A) True 
 B)False

Question 6

The weakest level of brand loyalty is brand:

Accepted Answer

A)   recognition.
B)   insistence.
C)   equity.
D)   trial.
E)   preference.F) A) and B)
G) A) and C)

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Individual branding facilitates market segmentation.

Accepted Answer

A) True 
 B)False

Question 9

When a customer is aware that a brand exists and considers it a possibility if his preferred brand is out, he exhibits brand:

Accepted Answer

A)   loyalty.
B)   insistence.
C)   preference.
D)   acknowledgement.
E)   recognition.F) None of the above
G) A) and B)

Question 10

Labelling and packaging are closely interrelated.

Accepted Answer

A) True 
 B)False

Question 11

Packages are always secondary ingredients of a marketing strategy.

Accepted Answer

A) True 
 B)False

Question 12

What degree of brand loyalty is the strongest and most desired by marketers?

Accepted Answer

A)   Preference
B)   Requirement
C)   Awareness
D)   Insistence
E)   RecognitionF) All of the above
G) D) and E)

Question 13

The development of a container and graphic design for a product is called:

Accepted Answer

A)   licensing.
B)   labelling.
C)   preparing.
D)   packaging.
E)   distributing.F) A) and E)
G) A) and B)

Question 14

How do sellers benefit from the use of brand names and brand marks?

Accepted Answer

A brand is a name, term, design, symbol ...

Question 15

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.

Accepted Answer

A) True 
 B)False

Question 16

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.

Accepted Answer

A) True 
 B)False

Question 17

The part of a brand that can be spoken including letters, numbers, and words is the:

Accepted Answer

A)   brand.
B)   brand mark.
C)   brand name.
D)   trade name.
E)   trademark.F) C) and D)
G) D) and E)

Question 18

Many manufacturers that produce their own brand:

Accepted Answer

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.F) None of the above
G) A) and B)

Question 19

Explain the differences between brand marks and trademarks and give examples of each one in use.

Accepted Answer

The element of a brand that is not made ...

Question 20

To try to be creative in developing a label is not worth the effort; most people prefer products to be labelled only with the brand name and relevant consumer information.

Accepted Answer

A) True 
 B)False

Exam 14: Branding and Packaging

Packages are always secondary ingredients of a marketing strategy.

Correct AnswerverifiedShow Answer

The part of a brand that can be spoken including letters, numbers, and words is the:

Correct AnswerverifiedShow Answer

The weakest level of brand loyalty is brand:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Many manufacturers that produce their own brand:

Correct AnswerverifiedShow Answer

What steps should a marketer take to protect a brand name from use by others?

Correct AnswerverifiedMarketers need to design brands that can...View AnswerShow Answer

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.

Correct AnswerverifiedShow Answer

The development of a container and graphic design for a product is called:

Correct AnswerverifiedShow Answer

Individual branding facilitates market segmentation.

Correct AnswerverifiedShow Answer

Labelling is used to perform only two roles: to promote and to inform.

Correct AnswerverifiedShow Answer

To try to be creative in developing a label is not worth the effort; most people prefer products to be labelled only with the brand name and relevant consumer information.

Correct AnswerverifiedShow Answer

Explain the differences between brand marks and trademarks and give examples of each one in use.

Correct AnswerverifiedThe element of a brand that is not made ...View AnswerShow Answer

How do sellers benefit from the use of brand names and brand marks?

Correct AnswerverifiedA brand is a name, term, design, symbol ...View AnswerShow Answer

A generic brand indicates only the product category.

Correct AnswerverifiedShow Answer

When a customer is aware that a brand exists and considers it a possibility if his preferred brand is out, he exhibits brand:

Correct AnswerverifiedShow Answer

What degree of brand loyalty is the strongest and most desired by marketers?

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

The package design of a bag of flour would most likely be criticized for being:

Correct AnswerverifiedShow Answer

A package can be used to attract customers' attention.

Correct AnswerverifiedShow Answer

Labelling and packaging are closely interrelated.

Correct AnswerverifiedShow Answer

Correct Answer
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Marketers need to design brands that can...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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The element of a brand that is not made ...
View Answer

Correct Answer
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A brand is a name, term, design, symbol ...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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