B116 - Ch.8 Flashcards
Garnier’s Fructus brand owns a not-so-subtle bright green colour. This colour, along with the other components of the package design, are intended to
Select one:
a.
create a cult brand.
b.
build brand insistence.
c.
break through shelf clutter by demanding attention.
d.
convey a message of environmental concern.
e.
eliminate the need for the secondary package.
c.
break through shelf clutter by demanding attention.
Cory owns a sweatshirt with a Toronto Raptors logo on the sleeve. This is an example of a
Select one:
a.
licensed brand.
b.
co-branding strategy.
c.
shared branding strategy.
d.
borrowed trademark.
e.
limited edition brand.
a.
licensed brand.
Under Canada’s Patent Act, the maximum life of a Canadian patent is ________ years from application date.
Select one:
a.
5
b.
10
c.
15
d.
20
e.
25
d.
20
New Belgium Brewing’s launch of the Ben & Jerry’s Salted Caramel Brown-ie Ale is an example of a ________ strategy.
Select one:
a.
product branding
b.
image branding
c.
multibranding
d.
co-branding
e.
family branding
d.
co-branding
The number of lines in the product mix is the
Select one:
a.
total product concept.
b.
unique selling point.
c.
product line width.
d.
product line depth.
e.
product’s positioning.
c.
product line width.
What are the three classifications of consumer goods?
Select one:
a.
size, weight, and shelf life
b.
convenience, shopping, and specialty
c.
disposable, nondurable, and durable
d.
male, female, and unisex targeted
e.
price range, style, and quality
Feedback
b.
convenience, shopping, and specialty
Heinz is a good example of a family brand with the company having the same name.
Select one:
True
False
True
What is the name for products that have no brand name or identifying features?
Select one:
a.
no name brand
b.
store brand
c.
generic brand
d.
individual brand
e.
private label brand
c.
generic brand
Nescafe coffee, Salada tea, Dad’s Cookies, and milk are examples of convenience goods.
Select one:
True
False
True
The beer can in a case of beer is called the ________ package.
Select one:
a.
secondary
b.
outer
c.
tertiary
d.
primary
e.
inner
d.
primary
A food company is introducing a new prepackaged lunch option for school children. In the early stages of this new product’s introduction, its marketers are looking to first achieve which of the following with its packaging?
Select one:
a.
brand insistence
b.
brand durability
c.
brand preference
d.
brand installation
e.
brand recognition
e.
brand recognition
P&G added Whitestrips to the existing family of Crest tooth care products. This represents an increase in P&G’s product line width.
Select one:
True
False
False
“Heinz” is best described as a
Select one:
a.
family brand.
b.
brand name.
c.
brand mark.
d.
trademark.
e.
logo.
a.
family brand.
What is the main risk in family branding?
Select one:
a.
dilution of the family image
b.
a celebrity misstep could harm the family image
c.
poor quality in a new product could tarnish the family image
d.
brand confusion among consumers
e.
reduction in perception of quality
c.
poor quality in a new product could tarnish the family image
Goods that consumers will go out of their way to buy for their unique and important characteristics are called shopping goods.
Select one:
True
False
False
Expensive industrial goods that have a long life span are
Select one:
a.
supplies.
b.
services.
c.
component parts.
d.
parts and materials.
e.
capital items.
e.
capital items.
Colgate, Hertz, Betty Crocker, and Scope are examples of brandmarks.
Select one:
True
False
False
An individual brand name is extended to a new product to give the new product instant credibility.
Select one:
True
False
True
Procter & Gamble’s introduction of the no-drip spout on containers of liquid laundry detergent is an example of this product line’s
Select one:
a.
product benefit.
b.
product depth.
c.
unique selling point.
d.
product concept.
e.
product breadth.
Feedback
c.
unique selling point.
A nondurable good is
Select one:
a.
a tangible good that is normally consumed after only a few uses.
b.
a tangible good that is a fad or trend with a short product life cycle.
c.
a tangible good that the consumer rents or leases but does not own.
d.
an intangible good from which the consumer benefits.
e.
a tangible good that does not wear out quickly.
a.
a tangible good that is normally consumed after only a few uses.
