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Exam 11: Product, Branding, and Packaging Decisions

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Question 1

Multiple Choice

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When Amanda shops for lipstick, she always buys Really Red by Cover Girl. This is an example of

A) brand loyalty.
B) brand awareness.
C) brand association.
D) brand equity.
E) perceived value.

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verified

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Question 2

Multiple Choice

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For many years, General Electric had a corporate strategy of being among the top three firms in any market in which it operated; if it could not achieve a top-three position, it would exit the market. This strategy often resulted in the company ________ when certain product lines failed to meet this expectation.

A) increasing product line depth
B) decreasing product line depth
C) decreasing product mix breadth
D) increasing product mix breadth
E) introducing brand extensions

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Question 3

Multiple Choice

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The value of a brand is often calculated by assessing the

Natalie is designing a primary package for her new peanut butter popcorn. From a consumer's perspective, what should the packaging provide?

For luxury carmakers, the lowest-end models in their product lines often represent only a small portion of their sales. Yet these models are critically important when it comes to attracting new customers and, potentially, establishing their lifelong

For a company like Pepsi, brand dilution occurs when it sells more product than the competition.

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.

Marketing expenditures allocated carefully can result in greater brand recognition, awareness, perceived value, and consumer loyalty for the brand, which all enhance the brand's

Distinguish between primary and secondary packaging.

A toothpaste tube is an example of a ________ package.

Frequent buyer/ user award programs can be used to

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 create greater brand awareness.

Why do manufacturers like Procter & Gamble spend millions of dollars annually creating and maintaining their brands? Why don't they just manufacture their products and sell them under store brand labels?

A tablet programmed with key customers' birthdates, wine preferences, and food allergies is a(n) ________ tool.

Sales of private-label brands continue to increase, particularly in big-box stores such as Costco and Trader Joe's.

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

All of the following are potential benefits of brand extension except

Sometimes brand names become synonymous with a product itself. If that happens, the brand

Creating brand awareness is the first step in creating brand equity. Political candidates know name recognition is critical to success-particularly for incumbents to get reelected. If you were a marketing adviser to a challenger for the congressional seat in your district, what would you recommend the candidate do to create brand/name awareness?

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