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A) They are made directly available to a consumer through direct mail.
B) They are relatively inexpensive and merit little shopping effort.
C) They are easily substituted with other products.
D) They are distributed to only a few outlets in a geographic area.
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A) It is widely distributed in a geographic area in order to sell sufficient quantities.
B) It is marketed using selective, status-conscious advertising to maintain its exclusive image.
C) It is easily substituted with products that have the same features.
D) It is unknown to a potential buyer or a known product that the buyer does not actively seek.
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A) Using status-conscious advertising
B) Using direct response advertising
C) Using selective advertising
D) Using customer-generated advertising
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A) Savories
B) Candies
C) Orange juice
D) Carbonated drinks
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A) Ingredient branding
B) Cooperative branding
C) Complementary branding
D) Family branding
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A) In individual branding, different brand names are used for different products, whereas in family branding, several different products are marketed under the same brand name.
B) Companies use individual branding when products do not vary in use or performance, whereas companies use family branding when products vary greatly in use or performance.
C) Individual branding identifies the brand of a part that makes up a product, whereas family branding identifies the entire product.
D) Individual branding is used when two brands receive equal treatment, whereas family branding is used when two brands borrow from each other's brand equity.
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A) competitors present in the market for a particular product line.
B) product lines an organization offers.
C) market segments a firm is willing to target or serve.
D) product items in a product line.
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A) introduces a sleek and stylish version of the cell phone with the same specifications.
B) reduces the price of the cell phone ahead of a sale.
C) introduces stylish headphones for the cell phone.
D) releases a software update to fix the cell phone's heating problem.
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Answers will vary.Planned obsolescence i...View Answer
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A) It prohibits other firms from using a brand or part of a brand without permission.
B) It gives the impression of environmental friendliness to a product.
C) It ranges from simple statements to extensive documents written in technical language.
D) It comes with the sale of every product under the Uniform Commercial Code.
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A) major product
B) specialty product
C) convenience product
D) shopping product
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A) They limit the product choices offered to customers to one or two product items.
B) They provide economies of scale in advertising.
C) They require greater transportation and warehousing costs than product items.
D) They increase a firm's manufacturing and inventory costs.
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A) secure the right of a company to use a brand or part of a brand.
B) protect a brand name from being declared a generic product name.
C) even out seasonal sales patterns.
D) contain products that are liquid, granular, or otherwise divisible.
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A) A one-brand-name strategy is useful when a company markets mainly one product.
B) Using different brand names in different markets leads to greater identification of the product from market to market.
C) A one-brand-name strategy reduces the ease of coordinating promotion from market to market.
D) Using different brand names in different markets means that a company does not follow localization.
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A) repositioning strategy
B) one-brand-name strategy
C) co-branding strategy
D) family branding strategy
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A) less expensive.
B) found in fewer stores.
C) purchased without significant planning.
D) new products unknown to a potential buyer.
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