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Exam 13: Strategic Management of Branding and Packaging

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Question 21

True/False

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Environmental concerns brought about the marketing of cleaning products in concentrated form.

A) True
B) False

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Question 22

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To gain customer acceptance,the two brands involved in co-branding must represent a complementary fit in the minds of buyers.

A) True
B) False

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Question 23

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The weakest level of brand loyalty is brand

The term "cultural branding" describes how a brand conveys a powerful myth that consumers find useful in cementing their identities.

Use the following to answer the questions. The Pillsbury division of General Mills has promoted its baking products through its trade character,the Pillsbury Doughboy,since 1965.He appears in television commercials touting the quality,benefits,and features of the products Pillsbury sells.Each product in the Pillsbury line,such as crescent rolls,pizza dough,biscuits,and cinnamon rolls,includes the Pillsbury name on the package.In addition to the Pillsbury name,the Pillsbury Doughboy also appears on each package,although in different poses.On the Pillsbury website,the Pillsbury Doughboy character is animated and can be seen "dancing".He can be downloaded to your personal computer or used to create your own e-card. -Refer to Scenario 13.1.The Pillsbury branding policy is most likely

Brand ____ is a customer's favorable attitude toward a specific brand and,depending on its strength,some likelihood of the consistent purchase of this brand.

Customers will more easily recognize a new product as belonging to a particular product category if the marketers use

Package safety or convenience features can perform a promotional role.

Use the following to answer the questions. The Pillsbury division of General Mills has promoted its baking products through its trade character,the Pillsbury Doughboy,since 1965.He appears in television commercials touting the quality,benefits,and features of the products Pillsbury sells.Each product in the Pillsbury line,such as crescent rolls,pizza dough,biscuits,and cinnamon rolls,includes the Pillsbury name on the package.In addition to the Pillsbury name,the Pillsbury Doughboy also appears on each package,although in different poses.On the Pillsbury website,the Pillsbury Doughboy character is animated and can be seen "dancing".He can be downloaded to your personal computer or used to create your own e-card. -Refer to Scenario 13.1.How does brand loyalty typically effect a customer's purchase decisions?

Marvel Comics allowed various organizations to use its Spiderman and Incredible Hulk characters to market a wide variety of toys and clothing items.Marvel Comics received a percentage of the gross revenues.This is

A service brand name must be flexible enough to encompass not only current services offered,but possible future ones as well.

A brand name used for a product line should be compatible with most of the products in the line.

Garments must be labeled with the country of manufacture,fabric content,and

Brand insistence is the strongest degree of brand loyalty but the least common type of brand loyalty.

Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.

Private distributor brands are owned by retailers and do not identify the manufacturer of the product.Which of the following is an example of a private distributor brand?

Planters is concerned that acquiring a taste for its new product,honey-roasted macadamia nuts,takes time.Planters should use ____ packaging for its new product.

Nutritional information on labels is required by law,though consumers are indifferent to its availability.

Which one of the following is not a benefit of multiple packaging?

Apple Computer is an example of a manufacturer brand.