Chapter 10 quiz questions
1) Toothpaste, toothbrush, floss, and whitening products are all
Colgate Palmolive’s Oral Care product line.
within
a) product categories
b) primary packaging parts
c) product breadth
d) product assortment
e) private label brands
2) It’s almost impossible to watch a sporting event on TV without seeing Nike’s “swoosh”
check mark, which is Nike’s
a) brand
b) symbol
c) design
d) character
e) all the above
3) When all products are sold under one
, the individual brands benefit
from the overall brand awareness associated with that family name.
a) large brand
b) brand extension
c) product line brand
d) corporate brand
e) none of the above
4) Manufacturer brands, also known as
, are owned and managed by
the manufacturer. Some famous ones include Nike, Coca-Cola, and Marriot.
a) exclusive brands
b) national brands
c) premium brands
d) generic brands
e) copycat brands
5) These are all brand elements except...
A) Brand name
B) Logos
C) Slogans
D) Depth
E) Jingles
6) Which of these is a reason to DECREASE mix breadth in a product line?
A) Capture a new market
B) Meet internal strategic priorities
C) Increase sales
D) Compete in new venues
7) The complete set of all products offered by a firm is known as...
A) Product lines
B) Product mix
C) Product labeling
D) Product assortment
8) ______ imitate the manufacturer’s brand in appearance and packaging, generally are
perceived as lower quality, and are offered at lower prices.
a) premium brands
b) generic brands
c) copycat brands
d) exclusive brands
9) Which of the following is not a category of private brands?
a) premium
b) product
c) copycat
d) generic
e) exclusive cobrands
10) Abercrombie and Fitch changing it’s focus from selling high-quality sporting goods and
outfitting equipment to producing and selling more attractive clothes and cologne for teens and
young adults is and example of ________?
a) brand repositioning
b) cobranding
c) brand licensing
d) brand extension
1)A
2)B
3)D
4)B
5-D
6-B
7-D
8) C
9) B
10) A