BUS101 Economics terms (busi,econ) 114

BUS101 Economics terms (busi,econ) 114 - a a manufacturer...

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40. Once chosen, the brand name must be protected. Many firms try to build a brand name that will eventually become identified with the product category. However, success may threaten the company’s rights to the name. Some brand names lose their distinctiveness and become “generic” (any seller can use the name or term). All of the following brand names are now considered to be “generic” EXCEPT : (All of the brands have been put in lower case letters on purpose.) a. yo-yo. b. linoleum. c. shredded wheat. d. kleenex. Answer: (d) Difficulty: (3) Page: 291 41. A manufacturer has four sponsorship options. A ________________ is a brand created and owned by a reseller of a product or service. (2) Page: 291 42. A private brand is a brand created and owned by:
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Unformatted text preview: a. a manufacturer of a product or service. b. a reseller of a product or service. c. an international cartel. d. a private family business. Answer: (b) Difficulty: (2) Page: 291 43. Sears created the Craftsman brand name for tools. This would be an example of which of the following branding options? a. licensed brand b. manufacturer’s brand c. private brand d. co-brand Answer: (c) Difficulty: (1) Page: 291 44. If Bubble-Right makes 50% of all bubble gum sold in the United States, but sells it through middlemen who market the product under individual store brands, then Bubble-Right is utilizing which type of brand-sponsorship? a. licensed brand b. manufacturer’s brand c. private brand d. co-brand Answer: (c) Difficulty: (3) Page: 291...
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