2.01_PM21 Part 2 Review: H. Marketing Question Preview (ID: 54309)
Brands.
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Which of the following questions should be asked by a firm that is trying to decide whether to brand its products:
a) How much total sales revenue will the product earn?
b) Can the product be easily identified by a brand?
c) Will Company B find out we are using its brand?
d) Can we sell this product without a trademark?
When buying things like towels or toilet paper, Mike prefers to save money by buying plainly packaged products that receive little or no promotion, also known as
a) undersold items.
b) generic items.
c) stealth brands.
d) private brands.
Determine which of the following is a true statement:
a) The last step in the initial branding process is determining brand objectives.
b) Brand ideas may come from many sources, including company employees and customers.
c) Determining what URLs are available is necessary only when a product will be sold online.
d) A trademark is a brand mark that has been made to seem lifelike.
Before selecting a brand name for a new product, marketers should determine the acceptability of brand possibilities among different cultures. As part of this process, marketers should
a) create URLs for the product in each of the countries where the product will be marketed.
b) develop a different trade character for each of the countries where the product will be marketed.
c) determine if the brand name would be culturally taboo where the product will be marketed.
d) choose a different brand name for each country where the product will be marketed.
A clothing store wants its customers to know how it differs from other retailers in the area, so it highlights the benefits of shopping at its store to create its image. The store is engaging in
a) brand extension.
b) co-branding.
c) brand licensing.
d) brand positioning.
Jeni’s Ice Creams added ice cream sandwiches to its highly successful ice cream brand. Such an addition to an existing brand is an example of
a) brand positioning.
b) brand extension.
c) brand licensing.
d) co-branding.
The non-profit organization Sesame Workshop, which produces the Sesame Street television series, often gives permission to manufacturers such as Fisher Price and Build-a-Bear Workshop to use numerous Sesame Street characters on their products for a f
a) brand positioning.
b) brand extension.
c) brand licensing.
d) co-branding.
Several restaurant companies, including Long John Silver’s and KFC, have successfully joined forces to increase recognition, customer loyalty, and sales for all companies involved. Such arrangements between companies are examples of
a) brand positioning.
b) brand extension.
c) brand licensing.
d) co-branding.
Why do businesses want customers to demonstrate brand insistence for them?
a) Their touchpoints pretty much take care of themselves.
b) Businesses will not have to market themselves.
c) Research shows that customers will pick their brand in a double-blind test 95% of the time.
d) Customers will bypass other brands because they are brand loyal and will buy only the desired brand.
What is the correct spelling of your teacher's last name?
a) Pridgen
b) Pigeon
c) Prigen
d) Pridgeon
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