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Every aspect of a brand is subject to a marketer`s control.

23 / 01 / 2019 Others

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Help me with this true or false questions. It`s for Business class.


1. The first adopters of a product are the innovators.

2. When an organization introduces a new product, people do not all begin the adoption

process at the same time, nor do they move through the process at the same speed.

3. When a firm`s packages are designed to appear to be quite similar, the firm is using

family packaging.

4. Every aspect of a brand is subject to a marketer`s control.

5. Brand names should be different from the company name to avoid confusion.

6. A service is intangible and is the result of the application of human or mechanical

efforts to people or objects.

7. Compared to an unfamiliar brand, a familiar brand is more likely to be selected by a

customer because it often is viewed as reliable and of acceptable quality.

8. Intense price wars are likely to occur during the growth stage of the product life cycle

as competitors attempt to gain market share.

9. Brand preference is a degree of brand loyalty in which a customer definitely prefers

one brand over competitive offerings and will purchase this brand if available.

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

in the line.

11. A Jeep leather jacket is an example of brand licensing.

12. The Federal Trade Commission is solely responsible for establishing and enforcing

packaging regulations.

13. Buyers want to exert only minimal effort to obtain shopping products.

14. The atmosphere and décor of a retail store, the variety and depth of product choices,

the customer support, even the sounds and smells all contribute to the experiential

element of its total product.

15. A buyer becomes aware of the product during the evaluation phase of the product

adoption process.

16. A red-and-white label on a soup can is an example of innovative packaging.

17. Brand equity is a customer`s favorable attitude toward a specific brand and, depending

on strength, some likelihood of consistent purchase of the brand when needs for a

product in this product category arise.

18. Labeling is most important for branding reasons.

19. Marketers must balance consumer desire for convenience against environmental


20. Packaging can be used to communicate symbolically the quality or premium nature of

a product.

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

promotional exposure.

22. When a successful brand such as Frito-Lay develops a new product, it will always


23. The width of a product mix refers to the number of generic products offered by a


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