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Marketing Final Exam

Owns them a manufacturers b private c family d

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Unformatted text preview: e b. manufacturer’s c. individual d. captive e. family ANS: B This is the definition of a manufacturer’s brand, which is also referred to as a national brand. PTS: 1 REF: 162 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 76. Campbell’s, Nature Valley, Honda, and Lipton products are examples of _____ brands because of who owns them. a. manufacturers’ b. private c. family d. individual e. master ANS: A Manufacturers’ brands are the brand name of a manufacturer. PTS: 1 Thinking REF: 162 OBJ: 10-4 TOP: AACSB Reflective KEY: CB&E Model Product MSC: BLOOMS Application 77. A(n) _____ brand is one owned by the wholesaler or retailer. a. intermediate b. private c. generic d. corporate e. primary ANS: B A private brand, also known as a private label or store brand, is a brand name owned by a wholesaler or a retailer. PTS: 1 REF: 162 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 78. Wal-Mart sells many health and beauty aid products under the name Equate. This brand can only be purchased in Wal-Mart stores and is an example of a(n) _____ brand. a. manufacturers’ b. international c. family d. private e. corporate ANS: D A private brand is one owned by the wholesaler or retailer. PTS: 1 REF: 162 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Application 79. Which type of private label brand carries no evidence of a retailer’s affiliation, is manufactured by a third party, and is sold exclusively at the retailer? a. A captive brand b. A complementary brand c. A cooperative brand d. An exclusive brand e. A generic brand ANS: A This describes a captive brand. This strategy allows the retailer to ask a price similar to manufacturer’s brands. PTS: 1 REF: 163 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 80. A small chain of supermarkets in the western United States sells only manufacturers’ brands. Which of the following is one of the arguments you could use to dissuade the supermarket chain owner from selling only manufacturers’ brands? a. A well-known manufacturers’ brand will not enhance the chain’s image. b. Manufacturers rarely spend money advertising the brand name to consumers. c. Manufacturers typically offer a lower gross margin than could be earned on private label brands. d. Manufacturers force the chain to carry a large in-store inventory. e. Relying on the manufacturer or wholesaler to deliver a national brand quickly is optimistic at best. ANS: C The dealer will get a higher gross margin on a private brand. See Exhibit 10.2. PTS: 1 REF: 163 Thinking KEY: CB&E Model Product OBJ: 10-4 TOP: AACSB Reflective MSC: BLOOMS Analysis 81. Which of the following statements describes an advantage to retailers associated with developing their own brands? a. Dealers must market the brand, thus cutting into the gross margin. b. Higher profit margins are available on private...
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