Branding
What is a BRAND?
n
A brand is a name, term, design, symbol,
or any other feature that identifies the
goods and services of a sellers of a group
of sellers.
4 Types of Brand Designation
n
n
n
Brand Name
Brand Mark
Trade Character
n
Trade Mark
1. B
Chapter 6
According to text, what are the similarities and differences between
domestic, international, and global marketing? Illustrate with an
example.
Domestic: focuses and involves the home nation
International: marketing goods and services outside a
Chapter 15
1. Differentiate between selling to a wholesaler and selling through a
wholesaler. Explain tactical differences and illustrate with an
example.
2. Under what circumstances should a manufacturer or service
provider undertake wholesaling? Illustr
Chapter 12
Differentiate among rented-goods services, owned-goods services,
and nongoods services by definition and examples.
Rented goods services: involve the leasing of goods such as auto, hotel
rooms, office space and tuxedos for a specified time.
Own
Chapter 21
When should a firm pursue penetration pricing? Skimming pricing? Illustrate with
examples.
Penetration pricing is when a firm uses low prices to capture the mass market for a good or
service. Firms should use penetration pricing when customers
Chapter 8
How does the use of consumer demographics aid marketing decision
making? Illustrate with an example.
Consumer demographics are based population size, gender, age, location,
housing, mobility, income/expenditures, occupation, education, marital
s
Chapter 10
Distinguish between the terms "market" and "market segmentation."
Illustrate with examples.
Market: consists of all the people and/or organizations who desire a good or
service, have sufficient resources to make purchases and are willing and
ab
Chapter 4 Freewrite
1. Why is marketing information necessary? What may result if
managers rely exclusively on intuition? Illustrate with an example.
Regularly gathers, analyzes, disseminates, and stores data. If a firm does
not have marketing information
Chapter 16
1. According to the text, what are the benefits of retail franchising to
the franchisee? To the franchisor? Illustrate with an example.
The franchisee gets training and engages in cooperative buying and
advertising.
The franchisor benefits from
1. Distinguish by definition and example among a product
modification, a minor innovation, and a major innovation. Present an
example of each for a hospital.
Modification: alterations in or extensions of a firms existing products and
include new models, s
Chapter 17
1. Distinguish among advertising, public relations, personal selling,
and sales promotion. Illustrate with examples.
Advertising: paid, nonpersonal communication regarding goods, services,
organizations, people, places, and ideas that is transm
Chapter 11
Why is it so important to understand the concept of a generic
product?
A generic product is a consumer view of what a product represents, a firm
should learn what the product means to the consumer before further
planning. People in various nati
Chapter 18
1. Explain the statement "Advertising is paid for, publicity is prayed
for." Illustrate with a real-world example.
2. List five objectives of advertising and give an example of how each
may be accomplished.
To acquaint consumers with new busine
Marketing Test 3
Chapters 14-16, 20-21
Understand the definitions and purposes/objectives of pricing
Factors affecting pricing
The Range of Feasible Prices Model
Look in notes
Pricing & elasticity / inelasticity of demand
Pricing strategies & implementat
Anna Broaddus
Marketing
Professor Brad Sago
November 7, 2013
Optional additional points opportunity
Target: Inside the Bullseye video
Due: by start of class on 11-12-13 (prior to test 3)
Maximum of 10 points possible
Individually done.
Typed submission.
Chapter 3 Free Write Questions
1. Distinguish between bottom-up and top-down strategic plans.
What are the pros and cons of each?
Bottom-up plans: input from sales people, product managers, advertising
people and other marketing areas used to set goals, b
Chapter 14
1. Distinguish between the terms value chain and value delivery
chain. Provide an example in your answer.
Value chain: represents the series of business activities that are performed
to design, produce, market, deliver and service a product for
Chapter 16
1. According to the text, what are the benefits of retail franchising to the
franchisee? To the franchisor? Illustrate with an example.
Franchisee benefits: getting training and engaging in cooperative buying and
advertising. EX: McDonalds trai
Chapter 15
1. Differentiate between selling to a wholesaler and selling through a
wholesaler. Explain tactical differences and illustrate with an example.
Selling to: distributor is viewed as a customer to be researched and
satisfied. EX: lumber company s
Chapter 16
1. According to the text, what are the benefits of retail
franchising to the franchisee? To the franchisor?
Illustrate with an example.
Franchisee: training, engages in cooperative buying and
advertising
Franchisor: franchise fees and royalties
Chapter 15
1. Which wholesaling functions are performed by merchant
wholesalers? Which are performed by agents and brokers?
Illustrate with examples.
Merchant wholesalers: buy, take title, and take possession of products
for resale (Sysco)
Agents and brok
Chapter 19
1. Under what circumstances should personal selling be
emphasized? Why? Illustrate with an example.
Items are expensive, orders are large, service is required
2. When is a canned sales presentation appropriate? When is it
inappropriate? Illustr
Chapter 17
1. Distinguish among advertising, public relations, personal
selling, and sales promotion. Illustrate with examples.
Advertising: TV ads, etc.
Public Relations: social media, customer interaction
Personal selling: people at Nordstrom who follow
Name:
Chapter 11
1. Why is it so important to understand the concept of a generic
product?
A generic product focuses on what the product means to the customer
rather than the seller. Its very much based on what the product actually
does.
Square Shaped Cor
Chapter 20
1. According to Figure 20-1, explain the role of price in
balancing supply and demand.
2. What is the risk with using a price-oriented strategy?
Illustrate with an example.
Price is very easy for a competitor to copy, so its very easy to
lose y
Chapter 12
1. Differentiate among rented-goods services, owned-goods
services, and nongoods services by definition and
examples.
Rented-goods services: leasing of goods for a specified time
(tuxedo or car rentals)
Owned-goods services: alterations/mainten
Chapter 21
1. When should a firm pursue penetration pricing?
Skimming pricing? Illustrate with examples.
Penetration pricing: using low prices to capture mass market for
good/service. Used when customers are highly sensitive to price
or low prices could d
Chapter 18
1. Explain the statement Advertising is paid for, publicity is prayed for. Illustrate with a
real-world example.
A firm can pay for the best advertisement, but its important that your target market
interprets the intended message. (Public might
Chapter 17
1. Distinguish among advertising, public relations, personal selling, and sales promotion.
Illustrate with examples.
Advertising: Paid, nonpersonal communication regarding goods, services, organizations,
people, places, and ideas that is transm
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