Marketing Final Exam

102 pts 1 ref 163 thinking key cbe model product obj

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Unformatted text preview: brands. c. Private brands, particularly those owned by discounters, are perceived to be of a higher quality. d. Dealers often buy in large quantities and thus always have a ready supply. e. Private brands are normally delivered more promptly by the manufacturer. ANS: B Private brands carry higher margins because manufacturers do not need to promote them. See Exhibit 10.2. PTS: 1 REF: 163 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Analysis 82. When a company uses different brand names for different products, it is using _____ branding. a. private b. generic c. compound d. family e. individual ANS: E This is the definition of individual branding. PTS: 1 REF: 163 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 83. Heinz is a leading global food manufacturer. It manufactures and markets Farleys (baby food), Jack Daniel’s sauces, and Weight Watcher’s diet/slimming meals and supplements. The use of these brand names instead of the Heinz name is an example of a(n) _____ branding strategy. a. individual b. synergistic c. umbrella d. family e. piggyback ANS: A Individual branding is using different brand names for different products. PTS: 1 REF: 163 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Application 84. Procter & Gamble makes Gain laundry detergent for people who like a strong scent and Dreft for those who want a gentle detergent for their baby’s clothes. It is using a(n) _____ strategy. a. individual branding b. family branding c. combination branding d. trademarked branding e. private branding ANS: A An individual brand strategy allows for development of a unique brand image to distinguish the different products. PTS: 1 REF: 163 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Application 85. When a company markets several different products under the same brand name, it is referred to as a(n) _____ brand. a. family b. generic c. bargain d. dealer e. umbrella ANS: A This is the definition of family branding. PTS: 1 REF: 163 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 86. Most people recognize Butterball as a brand of turkey, but Butterball brand is also found on fresh turkey breast cuts, turkey sausages, and ground turkey; lunchmeat cold cuts; fresh marinated bone-in, boneless, and whole chicken; frozen chicken products; and Butterball stuffing and gravy mixes. Butterball uses: a. dealer branding b. brand grouping c. family branding d. generic branding e. co-branding ANS: C Family branding refers to the strategy of marketing several different products under the same brand name. PTS: 1 REF: 163 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Application 87. Which of the following entails placing two or more brand names on a product or its package? a. Family branding b. Private branding c. Dual-code branding d. Co-...
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This document was uploaded on 09/29/2013.

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