Marketing Final Exam

A design would be called the firms brand mark which

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Unformatted text preview: EF: 161 OBJ: 10-3 KEY: CB&E Model Product 12. Isaac Golding, owner of a tutoring service, has developed a design for his firm that includes an owl wearing large spectacles and carrying a satchel crammed full of books and papers. Golding plans to use this design on all communications the firm sends out. This design is called the firm’s brand name. ANS: F Such a design would be called the firm’s brand mark, which is the elements of a brand that cannot be spoken. PTS: 1 REF: 162 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Application 13. Branding has three main purposes: product identification, repeat sales, and new-product sales. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 162 OBJ: 10-4 KEY: CB&E Model Product 14. Brand names such as Kleenex, UPS, Sony, Chevrolet, and Kellogg’s are likely to have less brand equity than brand names like Viking, Zojirishi, Schimano, and Thule. ANS: F They are likely to have more brand equity, which is the value of company and brand names, because of their familiarity. PTS: 1 REF: 162 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Application 15. Sam likes Michelin tires. If he needs new tires and Michelins are not on sale, he is willing to pay a higher price for Michelin rather than buy some other brand. Sam is brand loyal to Michelin. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Application REF: 162 OBJ: 10-4 KEY: CB&E Model Product 16. Retailers love national brands because overhead is low and there are no marketing costs, and they bring higher profit margins than private brands. ANS: F Private brands, not national brands, bring these benefits to retailers. PTS: 1 REF: 163 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 17. When the manufacturer of French’s classic yellow mustard introduced French’s Dijon mustard, French’s Honey mustard, and French’s Sweet Onion mustard, it was an example of co-branding. ANS: F This was an example of family branding. Co-branding is placing two or more brand names on a product or its package. PTS: 1 REF: 163 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Application 18. Trademark protection and rights only lasts for five years. ANS: F Trademark protection typically lasts for 10 years; however, rights to a trademark last as long as the mark is used. PTS: 1 REF: 164 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 19. The most important functions of packaging are to contain and protect products, promote products, facilitate product storage, and facilitate recycling. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 166 OBJ: 10-5 KEY: CB&E Model Product 20. The nutrition label on a package is an example of persuasive labeling. ANS: F This is better described as informational labeling. PTS: 1 RE...
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This document was uploaded on 09/29/2013.

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