Marketing Final Exam

Suggested usage with its turkey this is an example of

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Unformatted text preview: ementary e. family ANS: A Cooperative branding occurs when two brands receive equal treatment and borrow from each other’s brand equity. PTS: 1 REF: 164 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Application 93. 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 cobranding? a. Ingredient b. Complementary c. Family d. Captive e. Product use ANS: B With complementary branding, products are advertised or marketed together to suggest usage. PTS: 1 REF: 164 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Application 94. 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 ANS: A This is the definition of a trademark. PTS: 1 REF: 164 Thinking KEY: CB&E Model Product 95. When a product name becomes generic: a. b. c. d. e. OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge the firm must use black-and-white packaging competitors are prohibited by law from using the trademark the price will have to drop to appeal to lowerincome consumers the product name is no longer recognized as the exclusive property of one firm a firm can reapply for exclusive trademark protection at the U.S. Patent Office ANS: D A generic product name can be used by any firm and is public property, therefore if a product name becomes generic, it is no longer the property of one firm. PTS: 1 REF: 165 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 96. 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 ANS: E If a brand name becomes synonymous with the product category, it can become generic. PTS: 1 REF: 165 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Application 97. 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 ANS: B More than packaging is necessary to guarantee product quality. PTS: 1 REF: 166 Thinking KEY: CB&E Model Product OBJ: 10-5 TOP: AACSB Reflective MSC: BLOOMS Analysis 98. Sherwin-Williams’ 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 o...
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This document was uploaded on 09/29/2013.

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