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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

F) A) and E)
G) B) and E)

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Brands provide all of the following benefits for buyers except that they do not


A) foster brand loyalty.
B) help identify specific products.
C) help buyers evaluate the quality of products.
D) offer psychological rewards.
E) reduce perceived risk of purchase.

F) A) and C)
G) C) and E)

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The Cool Whip container is an example of a secondary-use package.

A) True
B) False

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Nutritional information on labels is required by law,though consumers are indifferent to its availability.

A) True
B) False

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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. -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.

F) C) and E)
G) A) and D)

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Lysol Basin,Tub,and Tile Cleaner and Lysol Disinfectant Spray exemplify


A) private branding.
B) product brand marks.
C) family branding.
D) individual branding.
E) wholesaler branding.

F) A) and D)
G) C) and E)

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

A) True
B) False

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The amount of annual losses companies suffer from counterfeit products is estimated to be


A) $500-$800 million.
B) $3-$5 billion.
C) $30-$50 billion.
D) $250-$350 billion.
E) $600-$800 billion.

F) D) and E)
G) A) and C)

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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.

F) A) and C)
G) A) and E)

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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.

A) True
B) False

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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.

F) All of the above
G) C) and D)

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Customers use brands to help judge product quality.

A) True
B) False

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McDonald's golden arches are a classic example of a


A) brand.
B) brand symbol.
C) brand name.
D) brand mark.
E) trademark.

F) A) and D)
G) D) and E)

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Individual branding facilitates market segmentation.

A) True
B) False

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Twin-packs and six-packs are examples of


A) family packaging.
B) group packaging.
C) package bundling.
D) family branding.
E) multiple packaging.

F) C) and D)
G) B) and C)

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Joe is an athlete who plays a variety of sports that all require various athletic shoes.He has a favorable attitude toward Nike shoes.This favorable attitude is called brand


A) loyalty.
B) recognition.
C) preference.
D) insistence.
E) equity.

F) B) and D)
G) C) and D)

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How can marketers use social media to build brand loyalty? Explain the three degrees of brand loyalty.

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Marketers can use social media to build ...

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A generic brand indicates only the product category.

A) True
B) False

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Gorton's sells Gorton's Fish Sticks,Gorton's Fish Fillets,and Gorton Grilled Fish.This is an example of


A) family branding.
B) shared naming.
C) individual branding.
D) brand extension.
E) single branding.

F) A) and B)
G) A) and C)

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

A) True
B) False

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