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| 1 | |
The stylistically drawn ram's head that appears on Dodge pick-up trucks and in the truck's advertising is an example of a: |
| | A) | generic device. |
| | B) | middleman's brand. |
| | C) | brand name. |
| | D) | brand mark. |
| | E) | copyright. |
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| 2 | |
The Lanham Act of 1946 is important to: |
| | A) | organizations that want to engage in interstate trade. |
| | B) | consumers because it protects them from deceptive advertising. |
| | C) | producers and middlemen who want to protect their brand equity. |
| | D) | Internet users because it protects their right to privacy. |
| | E) | manufacturers of products that cannot be differentiated. |
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| 3 | |
Which of the following products is typically unbranded? |
| | A) | house paint |
| | B) | bales of pine straw for mulching plants |
| | C) | hand tools like hammers and pliers |
| | D) | bed linen |
| | E) | none of the above |
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| 4 | |
Nike won a court case in China to prevent a Spanish company from manufacturing and exporting clothing using the Nike brand. Nike took the Spanish manufacturer to court over the issue of: |
| | A) | product counterfeiting. |
| | B) | countertrading. |
| | C) | generic usage. |
| | D) | brand name revisionism. |
| | E) | copyright infringement. |
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| 5 | |
One of the earliest reality television shows was Survivor. There have been several different Survivor shows since the first one-Survivor: Thailand, Survivor: The Amazon, etc. Each brings together sixteen different people to see who will be able to survive and win one million dollars. The use of the Survivor brand name for each of the new shows is an example of _____ branding. |
| | A) | logotype |
| | B) | private |
| | C) | family |
| | D) | individual |
| | E) | multiple |
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| 6 | |
One of the earliest reality television shows was Survivor. There have been several different Survivor shows since the first one-Survivor: Thailand, Survivor: The Amazon, etc. Why has the production company continued the use of the name Survivor with each new product? |
| | A) | Trademark infringement cannot occur when a brand is used multiple times. |
| | B) | Television does not produce tangible goods, and therefore, cannot implement branding strategies. |
| | C) | The strategy was implemented to increase overall profits for the production company by giving television audiences a variety of products. |
| | D) | The existing brand equity makes the new Survivor shows simpler to introduce to the market. |
| | E) | There is no way to know what determines the name of a television show. |
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| 7 | |
Both KC Masterpiece barbecue sauce and Lay's are placed prominently on bags of Lay's barbecue chips. This is an example of: |
| | A) | aggregate branding |
| | B) | proprietary licensing |
| | C) | dual branding |
| | D) | a multiple-brand strategy |
| | E) | family branding |
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| 8 | |
Which of the following has the highest degree of brand equity? |
| | A) | Top-Flite golf balls |
| | B) | Coca-Cola |
| | C) | Dasani bottled water |
| | D) | Carlisle tires |
| | E) | CNBC Channel |
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| 9 | |
When Harley-Davidson agreed to allow Waterman, a maker of writing instruments, to use the Harley Davidson logo on a set of pens and pencils, Waterman agreed to pay Harley-Davidson a fee. This is an example of: |
| | A) | family branding. |
| | B) | trademark licensing. |
| | C) | family packaging. |
| | D) | diversification. |
| | E) | product penetration. |
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| 10 | |
Devi needed some super glue to fix the handle on a teacup. When he went to the hardware store to buy the glue, he discovered that the glue was only available in a three-pack. Even though Terry did not need that much glue, he purchased it. The glue distributor used a: |
| | A) | multiple packaging strategy. |
| | B) | dual packaging strategy. |
| | C) | co-packaging. |
| | D) | bundling. |
| | E) | packaging aggregation. |
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| 11 | |
Many items of clothing today carry the trademark of the U.S. Cotton Producers Association to show that the clothes are made of 100 percent cotton. The cotton boll that represents this association is an example of a(n) _____ label when used alone. |
| | A) | grade |
| | B) | informative |
| | C) | generic |
| | D) | family |
| | E) | brand |
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| 12 | |
The _____ allows the Quaker Company to announce on its packages that the eating of oatmeal will reduce cholesterol. |
| | A) | Nutrition Labeling and Education Act |
| | B) | Fair Packaging and Labeling Act |
| | C) | Lanham Act |
| | D) | Federal Trade Commission Act |
| | E) | Labeling Act of the American Advertising Association |
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| 13 | |
A company in Canada manufactures and markets a set of ergonomically designed gardening tools that can be easily used by people with arthritis and carpal tunnel syndrome and also to by novice and experienced gardeners to prevent hand cramping and hand muscle fatigue. This is an example of _____ design. |
| | A) | traditional |
| | B) | dual |
| | C) | psychosocial |
| | D) | sociocultural |
| | E) | universal |
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| 14 | |
TQM: |
| | A) | is an acronym for Total Quantity Marketed. |
| | B) | represents a new way of developing transactional marketing opportunities. |
| | C) | is an acronym for Trademark Quota Management. |
| | D) | is an acronym for Total Quality Management. |
| | E) | describes a method of increasing an organization's target market through the implementation of a sales-orientation. |
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