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Exam 11: Product,Branding,and Packaging Decisions

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Question 31

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Why would a huge retailer like Walmart carry national brand products?

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National brands are manufacturer brands....

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Question 32

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The basic reason manufacturers spend time and money building their own brands is to

A) create brand awareness.
B) build brand equity.
C) offset the power of private label manufacturers.
D) create positioning possibilities for their generic product lines.
E) to maximize product line depth.

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Question 33

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Walt Disney Company recently announced it would no longer allow its characters to be used in promoting unhealthy foods.In branding strategy,what does this change? From both ethical and marketing perspectives,does this change make sense?

Lionel Smith Ltd.is a traditional men's clothing store.Every fall the owner sends an embossed invitation (much like a wedding invitation) to his regular customers,inviting them to a private reception showing the new fall line of clothes.For Lionel Smith Ltd.,one of the benefits of having established a loyal customer base is

Ella had been using an imported brand of shampoo for several years,but she could no longer find it anywhere.As she was considering what kind of shampoo to try,she was surprised to see ads for Procter & Gamble's Head and Shoulders,which was being promoted as a glamorous health-oriented product.She had always thought of Head and Shoulders as an anti-dandruff shampoo.The new ads suggest that Head & Shoulders has been

When Procter & Gamble added teeth whitening products under the Crest brand,the firm was engaged in

Brands enable customers to quickly differentiate one firm or product from another.

Creating brand awareness is the first step in creating brand equity.Political candidates know name recognition is critical to success,but at the congressional level over 90 percent of incumbents get reelected.If you were marketing advisor to a challenger for the congressional seat in your district,what would you recommend the candidate do to create brand / name awareness?

A personal digital assistant programmed with key customers' birthdates,wine preferences,and food allergies is a(n) __________ tool.

Private-label brands are developed and managed by

If Eddie Bauer stores allowed a travel company to market adventure travel using the Eddie Bauer brand name,what would Eddie Bauer be doing?

When consumers associate a brand with a certain level of quality and familiar attributes allowing consumers to make quick decisions,the brand

What are the brand components used by your university?

The more familiar customers are with a brand,the harder their decision-making process will be.

How do brands add value?

The decision to delete a product is never taken lightly because,generally,manufacturers have

When a company launches a new product with an existing brand name this is known as

What are some of the benefits provided by product labels?

What is brand extension? Provide an example of brand extension you have encountered.

Some credit cards provide free liability insurance,funded by the bank issuing the card,when a customer pays for a rental car using the card.This extra insurance is an example of