Ch.12.docx - Ch.12 Question Results Question 1 Middlemen...

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Ch.12 Question Results Question 1: Middlemen stock and sell producers' brands for all of the following reasons except: Type: Multiple Choice Points Awarded: 1/1 Your Answer(s): Margins tend to be higher than for private label brands. Rationale: Margins for producers' brands generally are lower than for private label brands due to the higher costs of packaging, promoting, and supporting these brands. Question 2: According to Strutton and Thompson, which of the following levels do exist within a brand? Type: Multiple Choice Points Awarded: 1/1 Your Answer(s): Metaphysical brand characteristics Question 3: A major potential drawback to the co-branding strategy is the risk of damaging a brand name if the cooperative endeavor fails. Type: True or False Points Awarded: 1/1 Your Answer(s): True Question 4: Procter and Gamble makes extensive use of multiple branding for items in most of its product lines. This strategy makes it easier and cheaper to launch new products due to the common image associated with all P&G brands. Type: True or False Points Awarded: 1/1 Your Answer(s): False Rationale: False. Multiple branding makes it more difficult to launch new brands because there is no apparent link between the brands that support a common image. Question 5: Coke insists that wait-staff in restaurants selling only Pepsi products ask patrons if "Pepsi will be OK?" when the customer requests a "Coke." This is done primarily to: Type: Multiple Choice Points Awarded: 1/1 Your Answer(s): Help prevent the 'Coke' brand from being declared 'generic.' Question 6:
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From a consumer's point of view, branding: Type: Multiple Choice Points Awarded: 0/1 Your Answer(s): Makes it easier for a consumer to compare prices for different brands. Question 7: The distinct lettering that identifies a brand is generally referred to as the brand mark. Type: True or False Points Awarded: 1/1 Your Answer(s): False Question 8: According to the characteristics of a good brand name, is "Betty Crocker" a good name for cake mixes? Assume that you have never heard of this brand before. Type: Multiple Choice Points Awarded: 1/1 Your Answer(s): No, because it suggests nothing about the product. Question 9: Coke insists that wait-staff in restaurants selling only Pepsi products ask patrons if "Pepsi will be OK?" when the customer requests a "Coke." This is done primarily to help prevent the "Coke" brand from becoming declared as generic. Type: True or False Points Awarded: 1/1 Your Answer(s): True Question 10: Which industry first extensively employed the strategy known as "co-branding"? Type: Multiple Choice Points Awarded: 1/1 Your Answer(s): The credit card industry Question 11: One of the difficulties with using family branding is that the strategy: Type: Multiple Choice Points Awarded: 1/1 Your Answer(s): Requires a great emphasis on consistent quality.
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  • Spring '08
  • Thompson
  • Marketing, Brand, producer

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