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Homework answers / question archive / Western New Mexico University BSAD 340 1)Over the years, Crest has added a variety of different toothpastes to its brand, such as Cavity- Protection Crest, Sensitive-Teeth Protection Crest, Baking Soda Crest, Tartar Protection Crest, and Crest for Kids
Western New Mexico University
BSAD 340
1)Over the years, Crest has added a variety of different toothpastes to its brand, such as Cavity- Protection Crest, Sensitive-Teeth Protection Crest, Baking Soda Crest, Tartar Protection Crest, and Crest for Kids. These additions are examples of:
a. product line extensions.
b. product portfolio width adjustments.
c. product item contractions.
d. SBU expansions.
e. product mix widths.
2. When Coca Cola introduced Coke Zero, this was an example of a strategy.
a. repositioning
b. product line extension
c. cannibalization
d. disintermediation
e. demarketing
3. Cover Girl and Revlon are both recognized as leading manufacturers of cosmetics. Both companies have recently introduced cosmetics for the over-50 woman who does not have the same concerns as a 20-year-old. The introductions of these cosmetics are examples of the implementation of a strategy.
a. portfolio breadth expansion
b. product portfolio width adjustment
c. product item contraction d. product line extension
e. repositioned marketing mix
4. At one point, Heinz made ketchup in multiple colors, including red, green, purple, pink, orange, and teal. While they were popular for a few years, consumers stopped buying the unusual colors and Heinz has dropped back to just making red ketchup. This is an example of the implementation of a
strategy.
a. repositioning
b. cannibalization
c. product line extension d. product line contraction
e. divestment
5. A is a name, term, symbol, design, or combination thereof that identifies a seller’s products and differentiates them from competitors’ products.
a. brand mark
b. trademark
c. brand name
d. UPC e. brand
6. The well-known Nike “swoosh” is an example of a:
a. quality mark.
b. product line.
c. brand name. d. brand mark.
e. manufacturer’s brand.
7. A is everything, both favorable and unfavorable, that a person receives in an exchange. It can be tangible, intangible, a service, an idea, or a combination of these things.
a. brand equity
b. quality
c. warranty
d. transaction e. product
8. The is the starting point in creating a marketing mix.
a. price b. product
c. distribution channel
d. promotional media
e. production line
9. Why is creation of a product the starting point for the marketing mix?
a. The production department must know what to produce first.
b. Production strategy is the first of the four Ps listed in the marketing mix.
c. Determination of the price, promotional campaign, and distribution network cannot begin until the product has been specified.
d. Product development takes the longest amount of time to complete.
e. Actually, the product does not have to be the starting point––promotional strategies are often the starting point.
10. Which of the following is NOT an example of a product’s tangible feature? a. Brand equity
b. Packaging
c. Color
d. Options
e. Size
11. Which of the following may qualify for trademark protection?
a. Shapes, such as the Coca-Cola bottle
b. Catchy phrases, such as “Every kiss begins with Kay”
c. Abbreviations, such as Bud
d. Sounds, such as Intel’s famous five note jingle e. All of the above.
12. A is the part of the brand that can be spoken.
a. brand equity
b. service mark
c. trademark d. brand name
e. certification mark
13. The is the element of a brand that cannot be spoken. a. brand mark
b. trademark
c. brand equity
d. quality mark
e. intangible product
14. A Boston diamond distributor has developed the first branded diamond called Hearts on Fire to help smaller retailers counter the volume jewelers’ aggressive price discounting. This move is meant to:
a. take away trademark rights.
b. build product identity and customer loyalty.
c. create a catchy phrase to promote diamonds.
d. combat the quality appeal of generic products.
e. combat low-cost production of generic brands.
15. The value of company and brand names is referred to as:
a. brand equity.
b. brand loyalty.
c. brand power.
d. brand equivalency.
e. brand strength.
16. According to recent market research, Google is one of the most valuable brands in the world. According to this research, the company and its well-known name are worth about $100 billion. This research indicates that Google has a high:
a. brand loyalty hierarchy.
b. evoked set.
c. brand quality standard.
d. perceptual expectation. e. brand equity.
17. A(n) refers to a brand that obtains at least a third of its earnings from outside its home country.
a. evoked set b. global brand
c. equity brand name
d. master brand
e. ethnocentric trademark
18. Rexona, marketed by Unilever (a Dutch company), is the world’s number one deodorant brand. The brand is a leader in Europe, South America, Asia, Africa, and the Middle East. Rexona is an example of a:
a. master brand. b. global brand.
c. cannibalized brand.
d. standard brand.
e. family brand.
19. What is the best generator of repeat sales?
a. Advertising
b. Sales promotion
c. Brand equity
d. Satisfied customers
e. Global brand
20. A consumer who consistently and repeatedly purchases the same brand is said to have: a. brand loyalty
b. product equity
c. product loyalty
d. product repetition
e. store loyalty
21. Brand loyalty can:
a. increase product diffusion
b. encourage competition
c. shorten the amount of time a product spends in the maturity stage d. help ensure repeat sales
e. sell a bad product
22. The brand name of a manufacturer is known as a(n) brand.
a. private
b. manufacturer’s
c. individual
d. captive
e. family
23. Vick’s, Nestlé, Pepsi, and Toyota products are examples of brands because of who owns them.
a. manufacturers’
b. private
c. family
d. individual
e. master
24. A(n) brand is one owned by the wholesaler or retailer.
a. intermediate b. private
c. generic
d. corporate
e. primary
25. Target stores sell many premium foods under the name Archer Farms. This brand can only be purchased in Target stores and is an example of a(n) brand.
a. manufacturers’
b. international
c. family d. private
e. corporate
26. Which type of private label brand carries no evidence of a retailer’s affiliation, is manufactured by a third party, and is sold exclusively at the retailer?
a. A captive brand
b. A complementary brand
c. A cooperative brand
d. An exclusive brand
e. A generic brand
27. A small chain of supermarkets in the western United States sells only manufacturers’ brands. Which of the following is one of the arguments you could use to dissuade the supermarket chain owner from selling only manufacturers’ brands?
a. A well-known manufacturers’ brand will not enhance the chain’s image.
b. Manufacturers rarely spend money advertising the brand name to consumers. c. Manufacturers can decide to drop a brand or reseller at any time.
d. Manufacturers force the chain to carry a large in-store inventory.
e. Relying on the manufacturer or wholesaler to deliver a national brand quickly is optimistic at best.
28. Which of the following statements describes an advantage to retailers associated with developing their own brands?
a. Dealers must market the brand, thus cutting into the gross margin. b. Higher profit margins are available on private brands.
c. Private brands, particularly those owned by discounters, are perceived to be of a higher quality.
d. Dealers often buy in large quantities and thus always have a ready supply.
e. Private brands are normally delivered more promptly by the manufacturer.
29. When a company uses different brand names for different products, it is using branding.
a. private
b. generic
c. compound
d. family
e. individual
30. Heinz is a leading global food manufacturer. It manufactures and markets Farleys (baby food), Jack Daniel’s sauces, and Weight Watcher’s diet/slimming meals and supplements. The use of these brand names instead of the Heinz name is an example of a(n) branding strategy.
a. individual
b. synergistic
c. umbrella
d. family
e. piggyback
31. Procter & Gamble makes Gain laundry detergent for people who like a strong scent and Dreft for those who want a gentle detergent for their baby’s clothes. It is using a(n) strategy.
a. individual branding
b. family branding
c. combination branding
d. trademarked branding
e. private branding
32. When a company markets several different products under the same brand name, it is referred to as a(n) brand.
a. family
b. generic
c. bargain
d. dealer
e. umbrella
33. Most people recognize Butterball as a brand of turkey, but Butterball brand is also found on fresh turkey breast cuts, turkey sausages, and ground turkey; lunchmeat cold cuts; fresh marinated bone-in, boneless, and whole chicken; frozen chicken products; and Butterball stuffing and gravy mixes. Butterball uses:
a. dealer branding
b. brand grouping c. family branding
d. generic branding
e. co-branding
34. Which of the following entails placing two or more brand names on a product or its package?
a. Family branding
b. Private branding
c. Dual-code branding d. Co-branding
e. Complementary branding
35. Maureen purchased a package of Bounce fabric sheets with Febreeze citrus scent. Since both brands were prominently listed on the package, this would be an example of:
a. equity branding b. co-branding
c. conjunctive branding
d. private branding
e. complementary branding
36. Jennifer purchased Cascade 2in1 ActionPacs for her dishwasher. The packaging said the product combines the scrubbing power of Cascade with the grease-fighting power of Dawn dishwashing detergent. What type of cobranding does this product represent?
a. Cooperative
b. Complementary
c. Piggyback d. Ingredient
e. Synergistic
37. Rosa’s husband Phil has a cold. Rosa went to the store to buy something that would help Phil sleep. Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapor rub. The package showed both the Breathe Right and the Vicks brand names. This is an example of branding.
a. equity
b. ingredient
c. family
d. private
e. functional
38. Which of the following describes cooperative branding?
a. When advertising identifies a brand as a part that makes up another product
b. When two brands receive equal treatment, borrowing from each other’s brand equity
c. When products are advertised together to suggest usage together
d. When advertising identifies a brand that should not be used with another product
e. When advertising identifies a family of brands
39. Betty Crocker brand sells a Hershey’s Ultimate Fudge cake mix that prominently features both the Betty Crocker and Hershey’s names and logos on the box. This is an example of cobranding.
a. cooperative
b. ingredient
c. umbrella
d. complementary
e. family
40. Butterball, a well-known brand of turkey, advertised Ocean Spray cranberry sauce in its magazine ads and depicted suggested usage with its turkey. This is an example of which type of co- branding?
a. Ingredient
b. Complementary
c. Family
d. Captive
e. Product use
41. A is a legal term indicating the owner’s exclusive right to use a brand name or part of a brand.
a. trademark
b. patent
c. brand
d. private brand
e. right of warranty
42. When a product name becomes generic:
a. the firm must use black-and-white packaging
b. competitors are prohibited by law from using the trademark
c. the price will have to drop to appeal to lower-income consumers
d. the product name is no longer recognized as the exclusive property of one firm
e. a firm can reapply for exclusive trademark protection at the U.S. Patent Office
43. Kleenex is a well-known brand name of facial tissue. People often refer to Kleenex as if it were the product name. The company that makes Kleenex may someday find its brand name becoming a(n):
a. equity brand
b. certified name
c. trademark
d. faux brand
e. generic product name
44. All of the following are functions of packaging EXCEPT:
a. containing and protecting the product. b. guaranteeing product quality.
c. facilitating recycling and reducing environmental damage.
d. promoting the product.
e. facilitating product storage, use, and convenience.
45. SherwinWilliams’
Dutch Boy paint has packaging that is getting rave reviews. The new Twist & Pour paint is packaged in an all-plastic gallon container with an easy twist-off lid, comfortable side handle, and
even a pouring spout. There’s no other paint product like it on the market. This innovative packaging was most likely designed for which of the following functions?
a. To facilitate product use and convenience
b. To contain and protect the product
c. To reduce environmental damage
d. To facilitate recycling
e. To promote the product
46. The two types of package labeling in common usage today are: a. informational and persuasive.
b. promotional and nonpromotional.
c. functional and persuasive.
d. government mandated and seller controlled.
e. motivational and required.
47. Labels that contain standard promotional claims like “new,” “improved,” and “super” are examples of labels.
a. descriptive
b. functional
c. repositioning
d. informational e. persuasive
48. Labeling that is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase is referred to as:
a. informational labeling.
b. persuasive labeling.
c. cognitive labeling.
d. rational labeling.
e. restrictive labeling.
49. Statements on Kashi cereals and breakfast bars stating that they have no artificial colors, flavors, or preservatives would most likely be an example of labeling.
a. primary
b. required
c. informational
d. functional
e. environmental
50. Mia’s new raincoat contains a label that reads “Professional Dry Clean Only.” This is an example of a(n) label.
a. data
b. union mandated
c. persuasive
d. informational
e. functional
51. Which of the following statements about bar codes is true?
a. Bar codes are also called universal pricing codes (UPCs).
b. Bar codes were first used in 2000.
c. Bar codes can be read by optical scanners.
d. Bar codes cannot be used as a marketing research tool.
e. All of these statements about bar codes are true.
52. Universal product codes (UPCs) can perform all the following functions EXCEPT:
a. allow scanners to match codes with brand names, package sizes, and prices.
b. print product and price information on cash register tapes.
c. assist retailers in preparing records of customer purchases.
d. allow retailers to accurately track sales and control inventories. e. provide the detailed nutritional information required by the FDA.
53. Advantages of this global branding strategy include greater identification of the product from market to market and ease of coordinating promotion from market to market.
a. adaptation
b. one brand name everywhere
c. piggybacking
d. different brand names in different markets
e. product modification
54. Green is a sign of danger in some countries, so a U.S. firm that sells its goods in those countries would probably want to avoid using green on its packaging. Which aspect of packaging is addressed by this issue?
a. convenience
b. safety
c. descriptive labeling d. aesthetics
e. informational labeling
55. Three aspects of packaging that are especially important in international marketing are labeling, aesthetics, and:
a. price.
b. length of distribution channel.
c. counterfeiting potential.
d. warranties.
e. climate considerations.
56. Which type of warranty is a written guarantee?
a. Complete b. Express
c. Implied
d. Explicit
e. Primary
57. Well-known retailer Lands’ End, offers a written satisfaction guarantee on all merchandise it sells. In other words, Lands’ End gives its customers a(n) warranty.
a. implied
b. descriptive
c. limited
d. full
e. express
58. The label on Darwin’s new blazer that reads “Will Not Shrink” is an example of a(n)
warranty.
a. descriptive
b. limited
c. implied d. express
e. superfluous
59. The statement on a toothpaste box that brushing twice a day with the paste will remove 90 percent of all tartar from the user’s teeth is an example of a(n):
a. implied warranty.
b. functional label.
c. UPC disclaimer. d. express warranty.
e. universal warranty.
60. Shane had every reason to believe that the antacid he purchased would relieve his stomach problems if he followed the directions on the box. This is an example of a(n):
a. implied warranty.
b. functional label.
c. persuasive label.
d. express warranty.
e. universal warranty.
61. Under the , all sales have an implied warranty.
a. Label Law
b. Lanham Act
c. Bill of Rights
d. Good Housekeeping Seal e. Uniform Commercial Code
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