Solved MCQs
Brand Management
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1) Persil is the best selling laundry detergent in the UK. When Lever Bros. used the Persil brand name for its washing up liquid it was adopting ------ policy.
A)an individual branding
B)an overall family branding
C)a line family branding
D)a brand extension branding
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2) Firms that use ----- are less likely to damage their reputations if a new product fails.
A)individual branding
B)overall family branding
C)line family branding
D)brand extension branding
3) Which of the following is NOT a desirable feature for a brand name?
A)it can facilitate the introduction of new products
B)it can become used as the generic name for all products in the category
C)it can make it possible for the firm to engage in non price competition
D)it can help develop brand loyalty amongst buyers
4) Which of the following is an example of a manufacturers brand?
A)Sainsbury wines
B)Matsui televisions
C)Yessica dresses
D)Flymo lawnmowers
5) Andrex toilet tissue is a __________ for Kimberly-Scott Corporation.
A)trade name
B)trade mark
C)brand name
D)brand mark
6) The Nike swoosh that is prominent on all of the firm's packaging, products, and advertising is a:
A)trade name
B)trade mark
C)brand name
D)brand mark
7) Own label brands are initiated and owned by
A)manufacturers only.
B)manufacturers and retailers.
C)wholesalers only.
D)manufacturers and wholesalers.
E)wholesalers or retailers.
8) The major characteristic of own label brands is that
A)only retailers initiate and own the brand.
B)manufacturers are not identified on the product.
C)producers become involved with the marketing mix.
D)producers are identified on the product.
9) At one time, generic brands represented about 10 percent of all retail grocery sales. Today they account for
A)considerably less.
B)considerably more
C)about the same.
10) Dakotah, a South Dakota-based producer and marketer of fine home furnishings, authorized Dan River Mills to produce and market a line of sheets under the Dakotah name. This arrangement is an example of
A)brand extension.
B)brand licensing.
C)family branding
D)individual branding.
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11) A firm may decide that all packages are to be similar or include one major element of the design. This approach to promote an overall company image is called
A)family extension.
B)family packaging.
C)overall packaging.
D)package extension.
12) Marketers should view packaging as a major strategic tool, especially for
A)consumer convenience products.
B)consumer shopping products.
C)industrial products.
D)specialty products.
13) The spray bottle for Windowlene glass cleaner could be considered a secondary-use package because
A)its shape is ideal for multiple-unit packaging.
B)glass cleaner works on chrome as well as glass.
C)customers can reuse it for other purposes.
D)it has a shape similar to other glass cleaner bottles.
14) __________ packaging means that the product is packaged in line with the packaging practices associated with a particular product category.
A)Category-consistent
B)Category-specific
C)Innovative
D)Multiple-category
E)Selective
15) Multiple packaging is
A)likely to increase demand.
B)the same as family packaging.
C)the most effective type of packaging.
D)the most expensive type of packaging.
16) Homepride Foods would probably not want to use multiple packaging for its Royal baking powder because
A)the product is used infrequently.
B)storage would be more difficult.
C)shelf space could not be maximized.
D)transport costs would increase.
17) The package design of a bag of flour would most likely be criticised for being
A)unsafe to the environment.
B)unsafe to the user.
C)deceptive.
D)functionally deficient.
E)well suited for multiple-unit packaging.
18) The label on a soft drink can reads "cool and refreshing." For what reason are these words used?
A)To provide information
B)To encourage multiple purchases
C)To promote the product
D)To satisfy legal requirements
19) Which of the following statements about labeling frozen vegetables is FALSE?
A)The label can be used to facilitate the identification of a product.
B)Labels do not have to disclose nutritional information.
C)Labeling has a descriptive function.
D)The label can play a promotional function.
20) The warning label on a pack of Silk Cut cigarettes is included most directly to
A)satisfy legal requirements.
B)promote the product.
C)encourage the proper use of the product.
D)position the product as being socially responsible.
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Regards
Umeed
MBA 3rd Sem
