Question 1

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.
A)manufacturers'
B)international
C)family
D)private
E)corporate

Accepted Answer

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

Question 2

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 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.

Accepted Answer

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

Question 3

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:
A)brand loyalty hierarchy.
B)evoked set.
C)brand quality standard.
D)perceptual expectation.
E)brand equity.

Accepted Answer

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

Question 4

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

Accepted Answer

This is the definition of family branding.

Question 5

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

Accepted Answer

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

Question 6

Vick's,Nestlé,Pepsi,and Toyota products are examples of _____ brands because of who owns them.
A)manufacturers'
B)private
C)family
D)individual
E)master

Accepted Answer

Manufacturers' brands are the brand name of a manufacturer.

Question 7

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:
A)master brand.
B)global brand.
C)cannibalized brand.
D)standard brand.
E)family brand.

Accepted Answer

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

Question 8

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

Accepted Answer

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

Question 9

The brand name of a manufacturer is known as a(n)_____ brand.
A)private
B)manufacturer's
C)individual
D)captive
E)family

Accepted Answer

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

Question 10

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 can decide to drop a brand or reseller at any time.
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.

Accepted Answer

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

Question 11

A consumer who consistently and repeatedly purchases the same brand is said to have:
A)brand loyalty
B)product equity
C)product loyalty
D)product repetition
E)store loyalty

Accepted Answer

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

Question 12

A(n)_____ brand is one owned by the wholesaler or retailer.
A)intermediate
B)private
C)generic
D)corporate
E)primary

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 13

What is the best generator of repeat sales?
A)Advertising
B)Sales promotion
C)Brand equity
D)Satisfied customers
E)Global brand

Accepted Answer

Satisfied customers are the best generator of repeat sales.

Question 14

When a company uses different brand names for different products,it is using _____ branding.
A)private
B)generic
C)compound
D)family
E)individual

Accepted Answer

This is the definition of individual branding.

Question 15

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:
A)equity branding
B)co-branding
C)conjunctive branding
D)private branding
E)complementary branding

Accepted Answer

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

Question 16

Brand loyalty can:
A)increase product diffusion
B)encourage competition
C)shorten the amount of time a product spends in the maturity stage
D)help ensure repeat sales
E)sell a bad product

Accepted Answer

Brand loyalty ensures repeat and regular sales.

Question 17

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

Accepted Answer

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

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.
A)individual
B)synergistic
C)umbrella
D)family
E)piggyback

Accepted Answer

Individual branding is using different brand names for different products.

Question 19

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-branding
E)Complementary branding

Accepted Answer

This is the definition of co-branding.

Question 20

A(n)_____ refers to a brand that obtains at least a third of its earnings from outside its home country.
A)evoked set
B)global brand
C)equity brand name
D)master brand
E)ethnocentric trademark

Accepted Answer

This is the definition of a global brand.

Quiz 10: Product Concepts

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.

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

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:

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

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.

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

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 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?

The brand name of a manufacturer is known 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 consumer who consistently and repeatedly purchases the same brand is said to have:

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

What is the best generator of repeat sales?

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

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:

Brand loyalty can:

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.

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

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