Question 1

According to recent market research,Google is one of the most valuable brands in the world.According to this research,the company and its well-known name are worth about $100 billion.This research indicates that Google has a high:

Accepted Answer

The term brand equity refers to the value of company and brand names.

Question 2

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:

Accepted Answer

Family branding refers to the strategy of marketing several different products under the same brand name.

Question 3

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.

Accepted Answer

An individual brand strategy allows for development of a unique brand image to distinguish the different products.

Question 4

A(n)_____ brand is one owned by the wholesaler or retailer.

Accepted Answer

A private brand,also known as a private label or store brand,is a brand name owned by a wholesaler or a retailer.

Question 5

Which of the following entails placing two or more brand names on a product or its package?

Accepted Answer

This is the definition of co-branding.

Question 6

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?

Accepted Answer

This describes a captive brand.This strategy allows the retailer to ask a price similar to manufacturer's brands.

Question 7

Brand loyalty can:

Accepted Answer

Brand loyalty ensures repeat and regular sales.

Question 8

Maureen purchased a package of Bounce fabric sheets with Febreeze citrus scent.Since both brands were prominently listed on the package,this would be an example of:

Accepted Answer

Using two or more brand names in conjunction is co-branding.

Question 9

When a company uses different brand names for different products,it is using _____ branding.

Accepted Answer

This is the definition of individual branding.

Question 10

A consumer who consistently and repeatedly purchases the same brand is said to have:

Accepted Answer

Brand loyalty is a consistent preference for one brand over all others.Product loyalty could easily involve a variety of brands.

Question 11

When a company markets several different products under the same brand name,it is referred to as a(n)_____ brand.

Accepted Answer

This is the definition of family branding.

Question 12

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?

Accepted Answer

Manufacturers can decide to drop a brand or reseller at any time See Exhibit 10.2.

Question 13

A(n)_____ refers to a brand that obtains at least a third of its earnings from outside its home country.

Accepted Answer

This is the definition of a global brand.

Question 14

The brand name of a manufacturer is known as a(n)_____ brand.

Accepted Answer

This is the definition of a manufacturer's brand,which is also referred to as a national brand.

Question 15

Rexona,marketed by Unilever (a Dutch company),is the world's number one deodorant brand.The brand is a leader in Europe,South America,Asia,Africa,and the Middle East.Rexona is an example of a:

Accepted Answer

At least one third of a global brand is sold outside its home country.

Question 16

Which of the following statements describes an advantage to retailers associated with developing their own brands?

Accepted Answer

Private brands carry higher margins because manufacturers do not need to promote them.See Exhibit 10.2.

Question 17

Target stores sell many premium foods under the name Archer Farms.This brand can only be purchased in Target stores and is an example of a(n)_____ brand.

Accepted Answer

A private brand is one owned by the wholesaler or retailer.

Question 18

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.

Accepted Answer

Individual branding is using different brand names for different products.

Question 19

Vick's,Nestlé,Pepsi,and Toyota products are examples of _____ brands because of who owns them.

Accepted Answer

Manufacturers' brands are the brand name of a manufacturer.

Question 20

What is the best generator of repeat sales?

Accepted Answer

Satisfied customers are the best generator of repeat sales.

Quiz 19: Product Concepts

According to recent market research,Google is one of the most valuable brands in the world.According to this research,the company and its well-known name are worth about $100 billion.This research indicates that Google has a high:

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(n) _____ brand is one owned by the wholesaler or retailer.

Which of the following entails placing two or more brand names on a product or its package?

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?

Brand loyalty can:

Maureen purchased a package of Bounce fabric sheets with Febreeze citrus scent.Since both brands were prominently listed on the package,this would be an example of:

When a company uses different brand names for different products,it is using _____ branding.

A consumer who consistently and repeatedly purchases the same brand is said to have:

When a company markets several different products under the same brand name,it is referred to as a(n) _____ brand.

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(n) _____ refers to a brand that obtains at least a third of its earnings from outside its home country.

The brand name of a manufacturer is known as a(n) _____ brand.

Rexona,marketed by Unilever (a Dutch company) ,is the world's number one deodorant brand.The brand is a leader in Europe,South America,Asia,Africa,and the Middle East.Rexona is an example of a:

Which of the following statements describes an advantage to retailers associated with developing their own brands?

Target stores sell many premium foods under the name Archer Farms.This brand can only be purchased in Target stores and is an example of a(n) _____ brand.

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.

Vick's,Nestlé,Pepsi,and Toyota products are examples of _____ brands because of who owns them.

What is the best generator of repeat sales?