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Exam 11: Product,Branding,and Packaging Decisions

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Question 31

Multiple Choice

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The decision to delete a product is never taken lightly because,generally,manufacturers have

A) offered the product line to other firms for purchase.
B) made substantial investments in brand development and manufacturing.
C) promised consumers they will maintain the product.
D) used brand repositioning to improve results.
E) federal standards that must be met when taking products off the market.

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Question 32

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

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Question 33

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Private-label brands are developed and managed by

A personal digital assistant programmed with key customers' birthdates,wine preferences,and food allergies is a(n) __________ tool.

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

Walt Disney Company recently announced it would no longer allow its characters to be used in promoting unhealthy foods.In branding strategy,what does this change? From both ethical and marketing perspectives,does this change make sense?

Brands enable customers to quickly differentiate one firm or product from another.

The basic reason manufacturers spend time and money building their own brands is to

Lionel Smith Ltd.is a traditional men's clothing store.Every fall the owner sends an embossed invitation (much like a wedding invitation) to his regular customers,inviting them to a private reception showing the new fall line of clothes.For Lionel Smith Ltd.,one of the benefits of having established a loyal customer base is

How do brands add value?

When a company launches a new product with an existing brand name this is known as

What are some of the benefits provided by product labels?

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

When Procter & Gamble added teeth whitening products under the Crest brand,the firm was engaged in

Creating brand awareness is the first step in creating brand equity.Political candidates know name recognition is critical to success,but at the congressional level over 90 percent of incumbents get reelected.If you were marketing advisor to a challenger for the congressional seat in your district,what would you recommend the candidate do to create brand / name awareness?

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

Why would a huge retailer like Walmart carry national brand products?

What are the brand components used by your university?

What is brand extension? Provide an example of brand extension you have encountered.

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