Chapter 11-Product, Branding, and Packaging Decisions

10 December 2022
5 (140 reviews)
5 test answers

Unlock all answers in this set

Unlock answers (1)
question
When Meg planned her trip to Australia, she spent months evaluating packages, airfares, and hotel accommodations. Meg's trip is an example of aNo ________ product. Select one: a. shopping b. convenience c. sought d. unsought e. specialty
answer
Since Meg spent significant time comparing alternatives, this would be considered a shopping product. The correct answer is: shopping
question
Marketers with successful brands sometimes hesitate to expand their brands because Select one: a. it is costly to maintain many product lines, and it might weaken the brand's meaning. b. it is often difficult to get additional marketing communications coverage for the brand. c. the current economy can only support a limited number of product options. d. manufacturing divisions usually control brand expansion and are often in conflict with the marketing division. e. Federal Trade Commission regulations limit the number of products that can be marketed under an individual brand name.
answer
Each product line involves some additional cost, and if too many product lines are associated with the same brand, it can weaken the brand's meaning and reputation. The correct answer is: it is costly to maintain many product lines, and it might weaken the brand's meaning.
question
Firms that use the same brand name for new products can spend relatively less on marketing costs for the new product because Select one: a. brand equity can only be obtained by means of product line depth. b. brands protect corporate copyrights. c. well-known brands are less likely to introduce brand extensions. d. people already know what the brand means. e. consumer loyalty can be bought for less now compared to the past.
answer
Once a brand has established strong associations with its name, the firm may be able to spend less on promoting new products since consumers already recognize the brand and know what it stands for. The correct answer is: people already know what the brand means.
question
A __________ brand is one where there is a contractual arrangement between firms allowing one to use its brand name for a fee. Select one: a. joint venture b. franchise c. shared d. licensed e. common use
answer
This is the definition of a licensed brand, such as Ralph Lauren, which firms pay a fee to use. The correct answer is: licensed
question
Why would a firm spend over $2 million for a 30-second ad on television during the Super Bowl? Select one: a. There is no good reason to spend over $2 million for a Super Bowl ad b. because the Super Bowl offers an opportunity to create significant brand awareness c. because of the annual competition for the most creative Super Bowl ad d. because Super Bowl ads generate brand loyalty e. because the Super Bowl is a significant opportunity to be associated with global marketing
answer
Some firms might agree that it doesn't make sense to spend so much money on a Super Bowl ad; however, the Super Bowl offers a huge TV audience and, with it, a major opportunity to build brand awareness. The correct answer is: because the Super Bowl offers an opportunity to create significant brand awareness