61) The strongest brands go beyond attributes or benefit positioning; they are positioned on ________.
A) desirable benefit
B) good packaging
C) service inseparability
D) strong beliefs and values
E) customer image
Answer: D
Diff: 2 Page Ref: 245
AACSB: Communication Abilities
Skill: Concept
Objective: 8-4
62) Which of the following is NOT a desirable quality for a brand name?
A) It should suggest something about the product's benefits and qualities.
B) It should be easy to pronounce, recognize, and remember.
C) The brand should almost always be a long word to get attention.
D) The name should translate easily into foreign languages.
E) It should be distinctive.
Answer: C
Diff: 2 Page Ref: 245-246
AACSB: Communication Abilities
Skill: Concept
Objective: 8-4
63) All of the following are a manufacturer's sponsorship options for a product EXCEPT ________.
A) manufacturer's brand
B) multibrands
C) private brand
D) licensed brand
E) co-branding
Answer: B
Diff: 2 Page Ref: 246
Skill: Concept
Objective: 8-4
64) In the competition between ________ and ________ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, what prices will be charged, and which products will be featured in print promotions.
A) national; manufacturer's
B) store; private
C) national; private
D) store; licensed
E) private; distributor
Answer: C
Diff: 2 Page Ref: 246
Skill: Concept
Objective: 8-4
65) An increasing number of retailers and wholesalers have created their own ________, also called store brands.
A) manufacturers' brands
B) private brands
C) national brands
D) generic brands
E) multibrands
Answer: B
Diff: 1 Page Ref: 246
Skill: Concept
Objective: 8-4
66) For a fee, some companies ________ names or symbols previously created by other manufacturers, names of well-known celebrities, and/or characters from popular movies and books, any of which can provide an instant and proven brand name.
A) service
B) market
C) package
D) brand
E) license
Answer: E
Diff: 2 Page Ref: 248
Skill: Concept
Objective: 8-4
67) ________ is used when two established brand names of different companies are used on the same product.
A) A brand extension
B) Brand equity
C) Co-branding
D) Internal marketing
E) Cannibalization
Answer: C
Diff: 1 Page Ref: 249
Skill: Concept
Objective: 8-4
68) Which of the following is an advantage offered by co-branding?
A) Manufacturers do not have to invest in creating their own brand names.
B) Retailers have exclusive products that cannot be purchased from competitors.
C) A company can expand its existing brand into a category it otherwise might have difficulty entering alone.
D) Advertising, sales, promotion, and marketing must be carefully coordinated.
E) Brand equity is stabilized.
Answer: C
Diff: 2 Page Ref: 249
Skill: Concept
Objective: 8-4
69) A company has four choices when it comes to developing brands. What is NOT one of those choices?
A) line extension
B) brand extension
C) multibrands
D) width and depth extension
E) new brands
Answer: D
Diff: 3 Page Ref: 249
Skill: Concept
Objective: 8-4
70) ________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes.
A) A line extension
B) A brand extension
C) Interactive marketing
D) Service variability
E) Service intangibility
Answer: A
Diff: 2 Page Ref: 250
Skill: Concept
Objective: 8-4
71) A ________ involves the use of a successful brand name to launch new or modified products in a new category.
A) line extension
B) product line
C) brand extension
D) private brand
E) brand symbol
Answer: C
Diff: 1 Page Ref: 250
Skill: Concept
Objective: 8-4
72) Which of the following is a potential drawback of multibranding?
A) Consumers may become confused about the image of the main brand.
B) An overextended brand name might lose its specific meaning for consumers.
C) Different product features can appeal to consumers with different buying motives.
D) The company's resources may be spread over too many brands.
E) The company can occupy more retail shelf space.
Answer: D
Diff: 3 Page Ref: 251
Skill: Concept
Objective: 8-4
73) Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories?
A) megabrand
B) service inseparability
C) social marketing
D) unsought product
E) undifferentiated
Answer: A
Diff: 2 Page Ref: 251
Skill: Concept
Objective: 8-4
74) Major brand marketers often spend huge amounts on advertising to create brand ________ and to build preference and loyalty.
A) extension
B) awareness
C) packaging
D) internal marketing
E) networking
Answer: B
Diff: 2 Page Ref: 251
AACSB: Communication Abilities
Skill: Concept
Objective: 8-4
75) While advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference, brands are not maintained by advertising but by ________.
A) marketing experience
B) line extensions
C) brand experience
D) product mix
E) service recovery
Answer: C
Diff: 2 Page Ref: 251
AACSB: Communication Abilities
Skill: Concept
Objective: 8-4
76) Which of the following product offerings is intangible?
A) fish for an aquarium
B) refillable ink cartridges for a computer printer
C) a mink coat
D) a meal at a fast-food restaurant
E) a limousine ride
Answer: E
Diff: 2 Page Ref: 224
AACSB: Analytic Skills
Skill: Application
Objective: 8-1
77) When the Twin Six Cafe provides gourmet menu options to its customers, as well as impeccable service-which even allows customers to hand-select their own cuts of meat ________ is/are evident.
A) only an actual product
B) only an augmented product
C) only a core benefit
D) both a core benefit and an actual product
E) a core benefit, an actual product, and an augmented product
Answer: E
Diff: 3 Page Ref: 225-226
AACSB: Analytic Skills
Skill: Application
Objective: 8-1
78) A hickory rocking chair, handmade by an Amish woodcarver in Lancaster, Pennsylvania, from locally grown wood is an example of a(n) ________.
A) convenience product
B) shopping product
C) specialty product
D) service
E) product attribute
Answer: C
Diff: 2 Page Ref: 226
AACSB: Analytic Skills
Skill: Application
Objective: 8-1
79) You have an upset stomach. Your spouse rushes to the corner convenience store for a bottle of Pepto-Bismol. This product is a(n) ________ product.
A) convenience
B) unsought
C) specialty
D) shopping
E) augmented
Answer: A
Diff: 2 Page Ref: 226
AACSB: Analytic Skills
Skill: Application
Objective: 8-1
80) Mabel Lu is planning to buy a new washing machine. She notices that they come in numerous price ranges. She wants to make sure she gets the most for her money. This product is a(n) ________ product.
A) convenience
B) unsought
C) specialty
D) shopping
E) augmented
Answer: D
Diff: 2 Page Ref: 226
AACSB: Analytic Skills
Skill: Application
Objective: 8-1
81) General Electric's campaign stating, "We bring good things to life" is an example of ________.
A) personal marketing
B) corporate image marketing
C) product quality
D) product line
E) social marketing
Answer: B
Diff: 2 Page Ref: 228
AACSB: Analytic Skills
Skill: Application
Objective: 8-1
82) "I love New York" is an example of ________.
A) corporate image advertising
B) person marketing
C) organization marketing
D) social advertising
E) place marketing
Answer: E
Diff: 2 Page Ref: 228
AACSB: Analytic Skills
Skill: Application
Objective: 8-1
83) The Ad Council of America has developed dozens of ________ marketing campaigns, including classics such as "Smokey the Bear," "Keep America Beautiful," and "Only You Can Prevent Forest Fires."
A) social
B) brand equity
C) service
D) product line
E) place
Answer: A
Diff: 2 Page Ref: 229
AACSB: Analytic Skills
Skill: Application
Objective: 8-1
84) To achieve their social change objectives, social marketing programs ________.
A) utilize only the promotional P of the marketing mix
B) utilize only the promotional and product Ps of the marketing mix
C) work to influence individuals' behavior to improve their well-being
D) utilize all of the Ps in the marketing mix
E) C and D
Answer: E
Diff: 3 Page Ref: 229
AACSB: Reflective Thinking Skills
Skill: Application
Objective: 8-1
85) Helene Curtis began to market shampoo for normal hair. In an attempt to increase profits and use excess market capacity, Helene Curtis then marketed shampoo for oily hair and color-treated hair. This is an example of ________.
A) line filling
B) social marketing
C) a shopping product
D) an unsought product
E) people marketing
Answer: A
Diff: 3 Page Ref: 234
AACSB: Analytic Skills
Skill: Application
Objective: 8-2
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