Frequent buyeruser award programs are used to a

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Frequent buyer/user award programs are used to: A. increase price sensitivity. B. decrease co-branding costs. C. lower licensing fees.
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D. expand product line depth. E. maintain contact with loyal customers. Frequent buyer programs and similar loyalty programs are often part of a CRM (customer relationship management) program. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 10-05 Explain the various components of brand equity. Topic: Branding 64. (p. 215) A personal digital assistant programmed with key customers' birthdates, wine preferences, and food allergies is a __________ tool. A. SK U B. PDQ C. IMF D. CRM E. GATT CRM (customer relationship management) programs typically include tracking of customer information to allow the firm to customize the relationship. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 10-05 Explain the various components of brand equity. Topic: Branding 65. (p. 216) Brands can be owned by: Any firm in the supply chain--manufacturer, retailer, distributor, and so on--can own a brand. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 10-06 Determine the various types of branding strategies used by firms.
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Topic: Branding Strategies 66. (p. 216) Another name for a manufacturer's brand is a __________ brand. A. syste matic B. extended C. national D. premium E. private label The terms "manufacturer's brand" and "national brand" both refer to brands owned and managed by manufacturers. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 10-06 Determine the various types of branding strategies used by firms. Topic: Branding Strategies 67. (p. 216) The basic reason manufacturers spend time and money building their own brands is to: Companies invest in brands to build brand equity, which is a corporate asset. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 10-06 Determine the various types of branding strategies used by firms. Topic: Branding Strategies 68. (p. 216) Procter & Gamble (P&G) is a huge national brand manufacturer. By having leading brands like Tide
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  • Fall '12
  • Chris
  • Brand, product line, Procter & Gamble, Actual Product

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