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269) Multiproduct branding is a branding strategy
A) that involves giving each product a distinct name when each brand is intended for a different
market segment.
B) that uses different brand names for the same product across multiple countries.
C) in which a company uses one name for all its products in a product class.
D) in which manufacturers produce products but sell them under the brand name of a wholesaler
or retailer.
E) in which a company uses a contractual agreement to allow someone else to use its brand name
for a fee.
270) Which of the following is a multiproduct branding strategy?
A) mixed branding
B) product line extensions
C) multibranding
D) brand licensing
E) private branding
271) Another name for multiproduct branding is
A) family branding.
B) mixed branding.
C) uniform branding.
D) co-branding.
E) multibranding.
272) The Toro Co. makes Toro snowblowers, Toro lawn mowers, Toro yard tools, and Toro
sprinkler systems. The Toro Co. uses a ________ strategy.
A) multibranding
B) family branding
C) co-branding
D) uniform branding
E) mixed branding
273) The Samsung brand includes the familiar Samsung Electronics, but also Samsung Heavy
Industries, Samsung Engineering, Samsung C&T (construction), and Samsung Life Insurance.
This company uses
A) multibranding.
B) uniform branding.
C) co-branding.
D) corporate branding.
E) agent licensing.
274) When a company uses a product line extension, it
A) markets a product under a new brand name so that consumers will view it as an entirely new
product line.
B) markets a new product with the current brand name to enter a new market segment in its
product class.
C) speeds up the movement of a product through its product life cycle.
D) contracts with another firm to manufacture modified versions of the original products.
E) applies the current brand name to enter a completely different product class.
275) When a company sells a new product with the current brand name to enter a new market
segment in its product class, it is using a ________ strategy.
A) mixed branding
B) brand extension
C) co-branding
D) family branding
E) product line extension
276) Which of the following statements about product line extensions is most accurate?
A) A product line extension strategy typically leads to increased advertising costs.
B) There are no risks associated with a product line extension strategy.
C) When the Clorox Co. joins with Kroger supermarkets to advertise Clorox products in a local
newspaper, it is engaged in a product line extension.
D) A product line extension is a form of multiproduct branding.
E) A product line extension is a form of multibranding.
277) All of the following are true about product line extensions except which?
A) This strategy can result in lower advertising and promotion costs.
B) A risk that comes with product line extensions is that sales of an extension may come at the
expense of other items in the company's product line.
C) A product line extension raises the level of brand awareness.
D) Line extensions work best when they provide incremental company revenue by taking sales
away from competing brands.
E) Product line extensions involve using a current brand name to enter a different product class.
278) Bayer Aspirin is sold in the original strength, in a safety-coated version, in an extra-strength
version, and in a version designed especially for women. Bayer is using a ________ strategy.
A) product item expansion
B) subbranding
C) product line extension
D) co-branding
E) brand extension
279) Combining a corporate or family brand with a new brand to distinguish a part of its product
line from others is referred to as
A) subbranding.
B) multibranding.
C) mixed branding.
D) private branding.
E) family branding.
280) Subbranding involves
A) having one firm manufacture a product and a second firm distribute it all under the same
name.
B) changing a brand name of a product line extension product by making it "New and
Improved!"
C) combining a corporate brand with a new brand to distinguish a part of its product line from
others.
D) creating a knockoff version of a product and changing the spelling of the name ("chikin"
nuggets).
E) using the same name for the original product and all subsequent product line and brand
extensions.
281) Gatorade successfully used a ________ strategy when it introduced a group of lower calorie
options called Gatorade G2.
A) subbranding
B) multibranding
C) mixed branding
D) generic branding
E) family branding
282) Nike has successfully used ________ with its lines Air Jordan and Air Lebron.
A) family branding
B) subbranding
C) multiproduct branding
D) mixed branding
E) generic branding
283) Brand extensions is the practice of
A) manufacturing a product under a new name that consumers will view as an entirely new
product line.
B) manufacturing a new product with the same brand name for a new market segment in the
same product class.
C) manufacturing accessory products for the base offering, such as Barbie clothes for Barbie
dolls.
D) licensing another firm to manufacture modified versions of the original product.
E) applying the current brand name to enter a completely different product class.
284) A risk with ________ is that too many uses for one brand name can dilute the meaning of a
brand for consumers.
A) brand extensions
B) product line extensions
C) cannibalization
D) private branding
E) mixed branding
285) Kimberly-Clark successfully leveraged the strong Huggies brand image among mothers in
its use of ________ when it introduced a full line of Huggies baby and toddler toiletries.
A) product line branding
B) subbranding
C) uniform branding
D) mixed branding
E) brand extensions
286) The practice of pairing two or more strong brands to facilitate the marketing of a joint
product or service for their mutual benefit is referred to as
A) multibranding.
B) brand bundling.
C) co-branding.
D) mixed branding.
E) reseller branding.
287) Co-branding involves
A) combining a corporate brand with a family brand.
B) pairing two or more strong brands to facilitate the marketing of a joint product.
C) using the same brand names for the same product in multiple countries.
D) using the same name for the original product and for all subsequent product line extensions.
E) using a current brand name to enter a different product class.
288) When General Mills teams up with Hershey Foods to create a cereal called Reese's Peanut
Butter Puffs (the Reese's brand belongs to Hershey's), the branding strategy is known as
A) manufacturer branding
B) brand bundling
C) mixed branding
D) co-branding
E) multibranding
289) Multibranding refers to a branding strategy in which a firm
A) gives each product a distinct name as a method to appeal to various target markets.
B) uses different brand names for the same product across multiple countries.
C) uses one name for all its products in a product class, though each is intended for a different
market segment.
D) produces products but sells them under the brand name of a wholesaler or retailer.
E) contractually, and for a fee, allows other firms to use its brand name, requiring that the
product be made to its specifications.
290) A branding strategy that involves giving each product a distinct name when each brand is
intended for a different market segment is referred to as
A) product differentiation branding.
B) multibranding.
C) mixed branding.
D) segmentation branding.
E) multiproduct branding.
291) Black & Decker uses a ________ strategy to reach the do-it-yourself market with the Black
& Decker brand name and the professional construction market with the DeWalt brand name.
A) product differentiation branding
B) multiproduct branding
C) multibranding
D) segmentation branding
E) private branding
292) Mars, Inc., sells Snickers, Milky Way, Twix, Skittles, Dove, Starburst, M&Ms, and Three
Musketeer candy. This variety of brand names is typical of a ________ strategy.
A) co-branding
B) multibranding
C) multiproduct
D) mixed brand
E) private branding
293) Seiko makes watches. It markets its higher quality watches under the Seiko or LaSalle
brand names and its lower-priced watches are sold under the Pulsar brand. Seiko uses a
________ strategy.
A) multibranding
B) product differentiation branding
C) multiproduct branding
D) segmentation branding
E) private branding
294) New product brands introduced as defensive moves to counteract and confront a firm's
competition are referred to as
A) co-brands.
B) private brands.
C) fighting brands.
D) brand extensions.
E) subbrands.
295) Despite the success of its Pentium chips, Intel faced a major threat from competitors such as
AMD's cheaper K6 chips, which were better placed to serve the emerging low-cost PC market.
Intel wanted to protect the brand equity and price premium of its Pentium microprocessors, but it
also wanted to avoid AMD gaining a foothold into the lower end of the market. So it created
Celeron as a cheaper, less powerful version of its Pentium chips to serve this market. This is a
notable example of a
A) private brand.
B) brand extension.
C) subbrand.
D) co-brand.
E) fighting brand.
296) Advertising and promotion costs tend to be higher with a ________ strategy because the
company must generate awareness among consumers and retailers for each new brand name
without the benefit of any previous impressions.
A) co-branding
B) private branding
C) multibranding
D) multiproduct branding
E) promotional branding
297) Which of the following is false about a multibranding strategy?
A) With a multibranding strategy, there is no risk that a product failure will affect other products
in the line.
B) Some large firms have found that the complexity and expense of implementing a
multibranding strategy outweigh its benefits.
C) With a multibranding strategy, each brand is unique to each market segment.
D) A multibranding strategy is used when a firm produces products and sells them under the
brand name of a wholesaler or retailer.
E) Some multibrands are introduced to confront competitors' brands.
298) A company uses ________ when it manufactures products but sells them under the brand
name of a wholesaler or retailer.
A) manufacturer branding
B) private branding
C) generic branding
D) co-branding
E) brand licensing
299) Private branding refers to a branding strategy in which a firm
A) gives each product a distinct name when each brand is intended for a different market
segment.
B) uses different brand names for the same product across multiple countries.
C) uses one name for all its products in a product class.
D) produces products but sells them under the brand name of a wholesaler or retailer.
E) contractually, and for a fee, allows other firms to use its brand name, requiring that the
product be made to its specifications.
300) Private branding is also referred to as private labeling or
A) reseller branding.
B) generic branding.
C) multibranding.
D) co-branding.
E) multiproduct branding.
301) Many U.S. consumers purchase store brands like Kirkland at Costco because they provide a
lower cost alternative to other brands, and such brands have about an 18 percent market share.
Companies like Costco use a ________ strategy to sell products that they do not manufacturer
themselves.
A) generic branding
B) multibranding
C) co-branding
D) multiproduct branding
E) private branding
302) Over 50 percent of the dollars spent in the United States on disposable cups and plates go
toward the purchase of store brands of these products that are manufacturer by others. ________
has been very successful in this disposables category.
A) Generic branding
B) Multibranding
C) Co-branding
D) Multiproduct branding
E) Private branding
303) Mixed branding refers to a branding strategy in which a firm
A) gives each product a distinct name when each brand is intended for a different market
segment.
B) uses different brand names for the same product across multiple countries.
C) uses one name for all its products in a product class.
D) produces products but sell them under the brand name of a wholesaler or retailer.
E) markets some products under its own name and other products under the name of a reseller
because the segment attracted to the reseller is different from its own market.
304) A branding strategy in which a firm markets some products under its own name and other
products under the name of a reseller because the segment attracted to the reseller is different
from its own market is referred to as
A) multibranding.
B) generic branding.
C) private branding.
D) mixed branding.
E) multiproduct branding.
305) A manufacturer can successfully use mixed branding because
A) it involves giving each product a distinct brand name.
B) the segment attracted to the reseller product is different from its own targeted market
segment.
C) the company uses one name for all of its products for the sake of simplicity.
D) it is easy to do.
E) it produces lower profits for the reseller and higher profits for the manufacturer.
306) Any container in which a product is offered for sale and on which information is
communicated is referred to as
A) a point-of-purchase display.
B) merchandising.
C) packaging.
D) a label.
E) a product bundle.
307) Packaging
A) is any box, bottle, jar, can, carton, or bag that can be used for transporting services.
B) is any container in which a product is offered for sale and on which label information is
communicated.
C) is that part of a product that is not recycled.
D) identifies the product or brand, who made it, where and when it was made, how it is to be
used, and the contents and ingredients.
E) is any container used in the preservation of ideas.
308) An integral part of the package that typically identifies the product or brand, who made it,
where and when it was made, how it is to be used, and package contents and ingredients is
referred to as
A) an SKU.
B) a product item.
C) a UPC.
D) an RFID.
E) a label.
