MAR3023 Practice Exams Midterm 2

Brand Development Index (BDI)

$ Brand sales per capita in territory j/$ Category sales per capita nationally x 100

Category Development Index (CDI)

$ Category sales per capita in territory j/$ Category sales per capita nationally x 100 Want it to be above 100

Simulated test markets

(Laboratory) a technique that somewhat replicates a full-scale test market

personal selling process

1. Prospecting 2. Preapproach 3. Approach 4. Presentation 5. Close 6. Follow-up

Early adopters

13.5% Leaders in social setting, slightly above average education

Laggards

16% Fear of debt, neighbors and friends are information sources

innovators

2.5%. venturesome, higher educated, use multiple information sources

Early majority

34% Deliberate, many informal social contacts

Late majority

34% skeptical, below average social status

prototype

A full-scale working model used to test a design concept by making actual observations and necessary adjustments.

premiums

A promotional tool often used with consumers is the premium, which consists of merchandise offered free or at a significant savings over its retail price. Ex: Collectible toys given away at McDonalds

Nike just released an ultra-lightweight line of running shoes called the Nike Zoom that is proven to be comfortable and maximize running performance. Since the release of the Nike Zoom, their original lightweight running shoe, Nike Free Runs, has decreased in sales. Consumers are excited about the release of the Nike Zoom and are buying them as opposed to the Free Runs. This is an example of: A) Cannibalization B) Crowdsourcing C) Competition D) Prototype Development E) Competitive Shakeout

A) Cannibalization

In the hit TV series Stranger Things, one of the main characters, Eleven, displays a strong love forKellogg's Eggos frozen waffles, and they appear frequently in the show. Kellogg's Eggos has now decided to create packaging for their waffles that features the character from the show.Which type of product placement does this represent? A) Cross-promotion B) Sponsorship C) Straight fee D) Guerrilla marketing E) Barter

A) Cross-promotion

A strategy of harvesting may be employed in the _______ stage of a product life to A) Decline B) Introduction C) Maturity D) Shakeout E) Growth

A) Decline

Within social media, a brand manager wishing to reach the largest possible audience should advertise on __________, while a brand manager wishing to engage his/her customers in a two-way conversation should use__________. A) Facebook; Twitter B) Pinterest; Facebook C) Twitter; Instagram D) YouTube; LinkedIn E) Facebook; YouTube

A) Facebook; Twitter

Karli loves to eat at Panera, and she eats there at least once a week. During one of her visits she set up a myPanera account, which awards her points for each visit. After a few weeks, she got a free drink with her meal. Panera is participating in: A) Frequency Marketing B) BOGO Marketing C) Customer Life Time Value D) Marketing of Experiences E) Core Service Delivery

A) Frequency Marketing

Publix wanted to examine its private label Publix Sweet Tea sales in specific cities. Publix has 100 million consumers in its national target market. In addition, the national category sales of sweet tea are $300 million and brand sales are $60 million. According to BDI/CDI analysis, which city offers "great potential" for Publix Sweet Tea?A) Miami B) Orlando C) Atlanta D) Charlotte E) Mobile

A) Miami

Clean Machine manufactures a variety of cleaning and laundry products. When it comes to baby clothes, they suggest that their customers use their detergent "Baby's Bottom." For the elderly crowd, they market "Wrinkles be Gone." For a fresh, clean scent, they promote their "Breezy"brand. Clean machine is participating in: A) Multiple branding B) Licensing C) Mixed branding D) Private label branding E) Family branding

A) Multiple branding

When specific knowledge is required to sell certain types of products or services, then a ________ is used. A) Product sales organization B) Customer sales organization C) Multilevel marketing sales organization D) Territorial sales organization E) Geographical sales organization

A) Product sales organization

A ________ contains specific goals assigned to a salesperson, sales team, branch sales office, or sales district for a stated time period. A) Sales quota B) Sales audit report C) Conversion ratio D) Sales call report E) Selling expense report

A) Sales quota

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as A) Traffic generation B) Indirect order fulfillment C) First-mover advantage D) Direct order consignment E) Lead generation

A) Traffic generation

A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale. That firm should use the performance measure of A. "cost per action," and pay $5.00 for every purchase that originated from an ad on the site. B. a "negotiated measure," and pay $100 to post their ad for two weeks. C. "cost per like," and pay $1.00 for every unique visitor who likes the advertised product. D. "cost per thousand," and pay $0.50 for every time an ad loads, up to $100 per month. E. "cost per click," and pay $0.50 for every visitor who clicks on the ad and goes to their website.

A. "cost per action," and pay $5.00 for every purchase that originated from an ad on the site.

Future Inc. has 500 salespeople and 100,000 customers. Each Future Inc. sales rep makes 20 calls per year and each call lasts 15 minutes. What is Future Inc.'s average amount of salesperson selling time per year? A. 1,000 hours B. 600 hours C. 60,000 hours D. 4,000 hours E. 6,000 hours

A. 1,000 hours

Imagine that Meadowbrook Golf Course is much more popular in the spring and fall than in the summer (when the weather is too hot) and the winter (when the weather is too cold). Meadowbrook tries to increase consumer demand in the summer and winter by offering special discount packages and by catering to large groups that want to organize golf outings for birthdays and special occasions. By trying to provide a service but also to influence consumer demand for that service, Meadowbrook is engaging in: A. Capacity management B. Customer experience management C. A customer contact audit D. Channel management E. Internal marketing

A. Capacity management

The Pepsi marketing department was devising a new plan to market the benefits of their healthful all-natural new product, Pepsimmortal. They decided that they could best promote Pepsimmortal by creating an ad that directly compares the product to competitors like Coca-Cola. The translation of a plan into an actual ad campaign is an example of which part of the communication process? A. Encoding B. Decoding C. Translating D. Sourcing E. Channeling

A. Encoding

Southwest Airlines prides themselves on having the highest On Time Performance (OTP) in the entire industry. They want to ensure that their customers trust that they can arrive on time to their destinations because Southwest is dedicated to a high OTP. Which dimension of service quality is Southwest emphasizing? A. Reliability B. Empathy C. Assurance D. Responsiveness E. Tangibles

A. Reliability

Over the years, Charmin has decreased the number of sheets of toilet paper on a roll, while keeping the price the same and using air to "puff up" the rolls so that they do not look any smaller. This is an example of what practice discussed in the textbook? A. Trading down B. Wiping out a trend C. Reaching a new market D. Reacting to a competitor's position E. Trading up

A. Trading down

A customer contact audit refers to A. a flowchart of the points of interaction between a consumer and a service provider. B. an estimation of demand based on service forecasting techniques. C. a method of consumer evaluation of service quality and consistency. D. a systematic assessment of a service provider's objectives, strategies, and performance in terms of social responsibility. E. the initial contact between a service provider and the ultimate consumer.

A. a flowchart of the points of interaction between a consumer and a service provider.

Brand personality refers to __________. A. a set of human characteristics associated with a brand name B. a brand name that cannot be spoken C. the added value a brand name gives to a product beyond the functional benefits provided D. the profile of a brand in terms of its benefits E. the embedded association between a company spokesman or paid celebrity and the product itself

A. a set of human characteristics associated with a brand name

The product life cycle shown in panel "C" in Figure 11-3 above is an example of a _____ product. A. fashion B. low-learning C. high-learning D. generalized E. fad

A. fashion

A paid advertisement for the Texas Department of Economic Development—Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website, or use a toll-free number to request more information about vacation destinations in Texas. The primary purpose of this ad was __________. A. lead generation B. digital communication C. to make a public service announcement D. indirect order generation E. direct order fulfillment

A. lead generation

Mario's Pizza has done some research on their market. The research is as follows: 100% Total Potential Market 92% Aware of Mario's 84% Knowledge about Mario's 77% Like Mario's 71% Intend to buy from Mario's 64% Purchase from Mario's What step should Mario's Pizza focus on improving as their promotional objective? A. purchase B. like C. knowledge D. intend E. aware

A. purchase (Hierarchy of Effects - Find biggest step in %. Divide each % by the following number. For ex: 100/92=1.09; 92/84=1.1; 84/77=1.09; 77/71=1.08; 71/64=1.11) Increase denominator

multiproduct branding

AKA family branding or corporate branding. a company uses one name for all its products in a product class. Ex: Campbell's soup

inside order takers

AKA order clerks or salesclerks. typically answer simple questions, take orders, and complete transactions with customers

private branding

AKA private labeling or reseller branding, when it manufactures products but sells them under the brand name of a wholesaler or retailer

Meeting Quota (measuring employee performance)

Actual Sales $/Quota $

38) In communications theory, field of experience refers to A) A mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect encoding of the sender's message B) A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process C) The designation given to different elements in the communications channel based upon their specific area of expertise (i.e., advertising, publicity, etc.) D) The unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e., the medical profession, legal profession, etc.) E) A similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect decoding of the sender's message

B) A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process

If a clothing store is hoping to let customers know of its competitive prices on jeans, a useful smartphone app to spread this information most likely would be A) An app released by Facebook that lets customers receive discounts for "checking in" at astore location. B) An app that conducts price-comparison searches. C) An app that lets a customer look at different brands and order the one he/she wants. D) Twitter. E) Instagram

B) An app that conducts price-comparison searches.

According to the text, what is the single most important factor leading to new product failure? A) Poor execution of the marketing mix B) An insignificant point of difference C) Incomplete market and product protocol D) Poor product quality E) No economical access to buyers

B) An insignificant point of difference

One evening Caro decides she wants to make homemade snickerdoodle cookies. She has no idea how to make them, though, so she turns to Google for a recipe. After conducting extensive research on the best snickerdoodle recipes, she settles on one. The next day while studying/browsing the internet she notices all the banner ads she sees are for baking products. This is an example of what kind of digital advertising? I. Social Media II. Display Ads III. Search Engine Sponsored Links IV. Email V. Behavioral Targeting A) II, III, and V only B) II and V only C) I, II, and III only D) I and III only E) I, III and V only

B) II and V only

Southwest Airlines operates five flights daily between Chicago and Phoenix during the winter.One flight leaves Phoenix at 12:10 p.m. The plane, a Boeing 737, has a capacity of 120 passengers. During the past month, the flight has averaged 24 passengers, a load factor of only 20 percent. Once the plane takes off, the empty seats generate no revenue for the airline for that flight.What unique aspect of services does this situation describe?A) Inseparability B) Idle production capacity C) Incongruity D) Inconsistency E) Intangibility

B) Idle production capacity

Lean Cuisine recently ran a TV advertisement showcasing its new line, "Honestly Good" frozen cuisine. By having Erin Cahill, a young actress, as the spokesperson, they were able to establish a connection between Honestly Good, looking slim, and being healthy. This advertisement is what type of appeal to consumers? A) Comparative B) Image C) Fear D) Humor E) Emotional

B) Image

IBM has 30 information technology hardware and software specialists, business consultants, and engineers working at Charles Schwab, a large brokerage firm, all under the direction of a seniorIBM sales executive. They are creating and managing a complex financial planning system that helps Schwab clients with their retirement planning. This is an example of A) Creative selling B) Partnership selling C) Strategic alliance selling D) Transactional selling E) Synergistic selling

B) Partnership selling

McDonald's offered collectible toys related to the release of the movie Minions for free with the purchase of a Happy Meal. These collectibles are an example of a A) Deal B) Premium C) Coupon D) Sample E) Rebate

B) Premium

Carly is making "You're doing amazing, Sweetie" Kardashian meme-t-shirts. She already has a list of names of businesses that could possibly buy them, but she wants to make sure they have a desire for the shirts, the ability to purchase, and that she contacts the person who is the decision-maker. Carly is engaging in what activity? A) Setting sales goals B) Qualifying prospects C) Pre-approach D) Finding leads E) Building rapport

B) Qualifying prospects

Trading down refers to: A) Reducing the amount of product carried as inventory B) Reducing the number of features, quality or price of a product C) Redirecting marketing resources from a "cash cow" target market to one that is not performing as well in the hopes of increasing sales and profits D) Encouraging consumers through the use of coupons and deals to purchase a firm's lower-priced products E) Reducing the number of product items in a product line

B) Reducing the number of features, quality or price of a product

When the Campbell Soup Co. introduced its new Campbell's Kettle Soups, what type of product advertisement was it most likely using in its ads? A) comparative B) pioneering C) reinforcement D) competitive E) reminder

B) pioneering

According to the text, there are many "marketing reasons" for new product failures. Which of the following is NOT one of them? A. an insignificant point of difference. B. "groupthink" in task force and committee meetings. C. not satisfying customer needs on critical factors. D. bad timing. E. poor product quality.

B. "groupthink" in task force and committee meetings.

A new restaurant called Shoko just opened up in Gainesville. Shoko advertises that it provides great service and food to its customers. As a surprise added benefit, Shoko hired a masseuse to go around to tables and offer free neck massages to patrons while they wait for their food. The massages are an example of what level of service? A. Expected B. Augmented C. Beneficial D. Core E. Potential

B. Augmented

According to the text, in classifying different types of products, "business products" are also referred to as: A. Specialty products B. B2B products C. B2C products D. B4B products E. Unsought products

B. B2B products

Alexis loves to use Post-Its. After using all of her Post-Its studying for an exam, she makes a trip to the office supply store to buy more. While looking for Post-Its, Alexis notices Sharpie has its own brand of sticky notes called Study Buddies. Since the Post-It colors Alexis likes to use are out of stock, she decides to buy the Study Buddies. From Alexis' perspective, what level of innovation are the Study Buddies? A. Commercialization B. Continuous C. Discontinuous D. Retro-innovative E. Dynamically Continuous

B. Continuous

Erika is a florist. She owns and operates Very Violet, a flower-focused plant store. Her sales are consistently strong because she is very in tune with her own emotions and her customers' emotions. Her empathy and ability to connect with customers helps her to sell exactly what people need and to make them feel comfortable. Based on this information, which characteristic does Erika display a high level of? A. Conscientiousness B. Emotional intelligence C. Extrinsic motivation D. Buyer analysis E. Intimate product knowledge

B. Emotional intelligence

Regular corkscrews often make opening wine bottles difficult. With this in mind, SimpleSolutions, a company founded on reinventing simple tools to make them more efficient, created an automatic wine opener. This wine opener is capable of opening bottles at 10 times the speed of a corkscrew, is much easier to use, and has a simple instruction manual that states "How to use this product in 3 easy steps." SimpleSolutions' new invention has become increasingly popular throughout the US. Which of the following diffusion factors are present in this scenario? I. Compatibility II. Communicability III. Relative Advantage IV. Risk V. Complexity A. I, II and IV only B. II, III, and V only C. I, III, and V only D. III and V only E. II, III, and IV only

B. II, III, and V only

Annie works for Lululemon Apparel and has recently gathered data that compares Lululemon to their two main competitors Athletica and Nike. The Multi-attribute model containing the data is shown below (all scores are on a 1-10 scale): Which strategy is the best one for Lululemon to pursue in order to strengthen its competitive position? A. Increase Lululemon's rating on durability B. Increase Lululemon's rating on comfort C. Increase Lululemon's rating on aesthetically pleasing D. Increase the importance of durability E. Increase the importance of aesthetically pleasing

B. Increase Lululemon's rating on comfort (because they have low comfort rating but comfort has a high importance rating) Goal is to increase total rating

Which of the following is true about non-profit organizations, as discussed in the textbook? A. Non-profit organizations are prohibited from using direct mailings and other types of direct marketing. B. Non-profit organizations can use many different elements of the promotional mix to achieve their goals. C. Non-profit organizations should avoid using social media marketing because it is too risky. D. Non-profit organizations do not have any revenue. E. Non-profit organizations account for more than half of all wages and salaries in the US.

B. Non-profit organizations can use many different elements of the promotional mix to achieve their goals.

Recently, Chipotle has had a lot of negative publicity in regard to food safety. In order to communicate to consumers they are correcting their mistakes, Chipotle takes out a full page advertisement in the New York Times. In the ad, Chipotle apologizes for its mistakes and promises to make things right in regard to its customers and food safety. What task does Chipotle's advertising represent in this instance? A. Reinforce B. Persuade C. Remind D. Refund E. Hard Sell

B. Persuade

Birkenstock shoes are well-known for being unattractive yet comfortable. Recently, Birkenstock has decided to update the Birkenstock look by making the shoe more fashionable. They kept the original Birkenstock comfort, but reworked the appearance to make the shoes more attractive. Birkenstock is engaging in which strategy in an attempt to extend the PLC of their brand? A. Market Development B. Product Modification C. Market Penetration D. Product Repositioning E. Category Extension

B. Product Modification

Services provided by specialized professionals such as medical diagnoses and legal services have certain properties or characteristics that the consumer may find impossible to evaluate even after their purchase or consumption. What are these properties called? A. customer contact properties B. credence properties C. capacity properties D. relationship properties E. contract properties

B. credence properties

The first decision in developing an advertising program is to A. select the appeal. B. identify the target audience. C. select the media. D. specify the advertising objectives. E. set the budget.

B. identify the target audience. (Identify target audience, Specify Advertising Objectives, Set Advertising Budget, Design Advertisement, Select the Right Media)

Jeff's Peanut Butter Co. conducted market research and found that his customers would enjoy a fruit flavored peanut butter. He markets his fruity peanut butter with colorful packaging, and it sits on the same shelf as his regular peanut butter in grocery stores. This is an example of: A. brand community B. line extension C. packaging extension D. category extension E. brand positioning

B. line extension

A slotting fee is a payment that a A. manufacturer makes to a retailer as compensation for sales not made while the product was on the shelf. B. manufacturer makes to place a new product on a retailer's shelf. C. manufacturer makes to have a wholesaler distribute a new product to retailers. D. manufacturer makes to a wholesaler as compensation for warehousing inventory. E. wholesaler makes to place a new product on a retailer's shelf.

B. manufacturer makes to place a new product on a retailer's shelf.

Atomic Motors, Inc. manufactures cars. They have three separate makes (brands) of car: Zeus, Panther, and Ryder. The Zeus is a line of sports cars; the Panther is designed to be extremely safe for families; and Ryder is an inexpensive brand. What type of branding is Atomic Motors using? A. private branding B. multiple branding C. positioning branding D. family branding E. co-branding

B. multiple branding

When consumers are in the purchase stage of the decision process, the impact of _____ is very high, but the impact of _____ is very low, compared to other stages of the decision process. A. advertising; public relations B. personal selling; advertising C. advertising; personal selling D. public relations; sales promotion E. personal selling; sales promotion

B. personal selling; advertising

Web 2.0 is a term that describes A. the second revision of marketer-generated web content. B. the high degree of interactivity among users. C. the decreased interactivity of user generated content. D. the second generation of Internet browsers. E. a technical update of the World Wide Web.

B. the high degree of interactivity among users.

Which type of salesperson would routinely be involved in an industrial straight rebuy situation? A) A missionary salesperson B) An outside order taker C) An inside order taker D) An order getter E) A sales engineer

C) An inside order taker

The I Scream for Ice Cream Company has made ice cream for about five years. Every 6 months, the I Scream for Ice Cream Company releases a new flavor of ice cream. For each new flavor, the company relies on their consumers to generate new ice cream flavor ideas. The new ice cream flavor that will be released next month tastes like a pickle and will be called "Dill with It". The new product is a ________ innovation. A) Me-too B) Dynamically continuous C) Continuous D) Licensed E) Discontinuous

C) Continuous

Purchases such as a massage, a concert, and lawn maintenance would most likely be evaluated on_________ properties. A) Credence B) Search C) Experience D) Value E) Expenditure

C) Experience

Gainesville alternative-rock band Flipturn performed this year at Okeechobee Music Festival.Now, their name is appearing in reviews in music publications all throughout Florida, claiming that the band is "the next big thing," and their songs are on radio station playlists everywhere.This type of promotion is referred to as _______. A) Sponsorship B) Public relations C) Publicity D) Advertising E) Direct marketing

C) Publicity

Sophie decides to treat herself to a massage at the local spa. As she parks, she notices that the parking lot and the building are very clean and well kept. Inside, the receptionist is well-groomed.Soothing music is playing and the spa smells like fresh mountain water. As she gets her massage,Sophie notices that the massage table is particularly comfortable. Which dimension of service quality is Sophie noticing? A) Empathy B) Responsiveness C) Tangibles D) Reliability E) Assurance

C) Tangibles

A wiki is a A) Unique type of Internet browser where search results are personalized for each user B) Business-oriented website that lets users create profiles for professional networking C) Website whose content is created and edited by the ongoing collaboration of end users D) Website where users create a personal profile, add "friends," and exchange messages and photos with them E) Web page that serves as a publicly accessible personal journal and online forum for an individual or organization

C) Website whose content is created and edited by the ongoing collaboration of end users

When the market growth rate for hover boards was high, many companies entered the market with brands like the Koogo X1, Spaceboard, Razor Hovertrax, and TechDrift. Now the growth rate has slowed due to the fire hazard with these products. What is most likely to occur next, according to the Product Life Cycle concept? A. Market Homogeneity B. Competitive Entry C. Competitive Shakeout D. Market Heterogeneity E. Lawsuits

C. Competitive Shakeout

Red Bull is interested in creating a new protein energy drink. After their R&D department comes up with an idea for a formula that seems to hold promise, management verifies that it can be mass produced. Next, Red Bull decides to conduct a survey in which the new drink's features and benefits are described in detail and consumers are asked if they would be interested in buying the drink. Which of the following are represented in this scenario? I. Business Analysis II. Concept Testing III. Feasibility Screen IV. Prototype Development V. Market Testing A. I, II, and IV only B. II and V only C. II and III only D. I and II only E. I, II and V only

C. II and III only

Which of the following is NOT a suggested technique (as discussed in the textbook) for handling objections in the presentation stage of the personal selling process? A. Deny the objection B. Postpone the objection for later in the meeting C. Misrepresent product features to neutralize the objection D. Simply accept the objection E. Acknowledge the objection and then convert the objection

C. Misrepresent product features to neutralize the objection

As discussed in the textbook, which of these forms of promotion has especially low levels of "wasted coverage"? A. Infomercials B. Outdoor advertising C. Personal selling D. Advertising E. Public relations

C. Personal selling

Imagine that Crest is introducing a new type of automatic but disposable toothbrush. As they introduce the product, Crest runs advertisements telling people what the product is, what it does, and where to find it. These ads would be classified as: A. Comparative ads B. Reminder ads C. Pioneering ads D. Reinforcement ads E. Competitive ads

C. Pioneering ads

Recently, the executives at the Fiat automobile company partnered with the producers of the movie Zoolander 2 to create a TV commercial. The TV commercial for Fiat featured the lead character of Zoolander 2driving a Fiat and running a red light countless times for the sole purpose of getting his photo taken by the traffic light camera and showing off his signature "Blue Steel" pose. The same model of Fiat appeared in numerous scenes in Zoolander 2. This collaboration is called: A. Brandertainment B. Infomercial C. Product Placement: Cross-promotion D. Product Placement: Barter E. Sponsorship

C. Product Placement: Cross-promotion

Salespeople for Godiva Chocolates use their laptop computers to process orders, plan time allocations, forecast sales, and communicate with other Godiva personnel and customers. This is an example of: A. proposal presentation software B. salesforce networking C. salesforce automation D. time management software E. order processing software

C. salesforce automation

43. With respect to advertising, CPM is defined as A. the reach multiplied by frequency divided by the cost of reaching 1,000 individuals or households. B. the cost per minute of television or radio airtime. C. the cost of reaching 1,000 individuals or households with the advertising message in a given media vehicle. D. the cost of reaching one million households with the advertising message in a given media vehicle. E. the cost of one media vehicle relative to the costs of other media (e.g. direct mail versus television, radio, or outdoor), each of which are divided by the multiple of their respective reach and frequency.

C. the cost of reaching 1,000 individuals or households with the advertising message in a given media vehicle. (A is GRP)

Growth

Characterized by rapid increase in sales. Competitors appear. ADVERTISING:To persuade. Personal selling to intermediaries, advertising to differentiate a product from competing brands.

Carly has decided to ditch cable because she can no longer stand TV commercials. She purchases an Amazon Fire Stick 3.0 from Best Buy, where she is informed that she can stream TV and movies, watch YouTube videos, listen to music and more on the device. Additionally, the product comes with a one-year warranty in the case of malfunction. Upon setting up her device at home, she discovers a code on the inside of the package for a free one-year subscription to Netflix, and she is ecstatic. Which product level is the Amazon Fire Stick 3.0 exhibiting? A) Expected B) Accuracy C) Enhanced D) Augmented E) Core.

D) Augmented

It's the year 2020 and everyone is drinking oat milk. Due to its numerous nutritional benefits, environmentally friendly means of production, and delicious taste, millions of people find themselves enjoying oat milk on a daily basis. When producers realized how trendy this cow's milk alternative was becoming, at one point hundreds of companies were making and selling oat milk, even pet food companies. Now, however, only the top 13 oat milk producers remain in the market. According to the product life cycle concept, which of the following has just occurred? A) Product line extension B) Introduction C) Product development D) Competitive shakeout E) Decline

D) Competitive shakeout

A marketer is faced with the choice between two media strategies: the first strategy uses Facebook pages and YouTube channels, and the second strategy uses ads in newspapers, magazines, and TV. The difference between these two types of media strategies is that the first one targets consumers who are __________ and the second one targets consumers who are __________. A. "evangelists"; "brand ambassadors" B. an older demographic; a younger demographic C. wealthy; disadvantaged D. "active receivers"; "passive receivers" E. "passive receivers"; "active receivers"

D. "active receivers"; "passive receivers"

Sarina is famous in Gainesville for making the best hair conditioning treatment. She has a secret recipe that leaves hair shiny and healthier looking. Recently, Sarina changed the conditioner bottle to one with a screw on cap instead of one that squirts the treatment out. Customers had been complaining that they were wasting too much of the conditioner because it got stuck at the bottom of the bottle. Sarina is attempting to improve which packaging function? A. Communicate B. Innovation C. Contain/Protect D. Facilitate Use E. Fit Channel Needs

D. Facilitate Use

If Pepsi's advertising is developed and placed into the media by an agency made up only of Pepsi's own staff, then Pepsi is using a(n): A. Co-operative agency B. Private agency C. Limited-service agency D. In-house agency E. Full-service agency

D. In-house agency

Mary's Macaroons, a new Gainesville establishment, makes delicious macaroons for an affordable price. To let consumers know about their great cookies with cheap prices, Mary's decided to place an advertisement in the Gainesville Sun. After letting the ad run in the newspaper for a couple of weeks, Mary's conducts surveys and discover that 10,000 consumers were exposed to the ad an average of 4 times each. In this scenario, what is the Gainesville Sun and what is the reach of the ad? A. Media Vehicle; 40,000 B. Medium; 10,000 C. Media Strategy; 40,000 D. Media Vehicle; 10,000 E. Medium; 40,000

D. Media Vehicle; 10,000

In its discussion of the management of services, the text expands the classic "4 Ps" to the "Seven Ps" of Services Marketing. What are the three additional Ps? A. Process, People, and Positioning B. Physical Environment, People, and Payment Mechanism C. Payment Mechanism, Process, and People D. People, Physical Environment, and Process E. Physical Environment, Positioning, and People

D. People, Physical Environment, and Process (4 P's: Product, Price, Promotion, Place)

Eddie is interested in trying Google Glass, the new glasses from Google that keep you connected no matter where you are and what you're doing. However, he is reluctant to purchase the product because he is worried that it won't fit with his fashionable image. As discussed in the textbook, Eddie's reason for resisting Google Glass could best be described as a(n): A. Value barrier B. Usage barrier C. Economic barrier D. Psychological barrier E. Geekiness barrier

D. Psychological barrier

Kim, a printer toner salesperson, is on the phone with Ron, a representative of the Draken Corporation. Kim is telling Ron all the great things about her company's toner in hopes that Ron will purchase a large order for his company. Ron is sold on the idea, but as Kim tries to finalize the sale, Ron tells her that he has to check with his boss, Rufus. Kim failed to close the sale because she erroneously assumed that Ron had: A. A want B. The resources to purchase C. A need D. Purchasing authority E. A crush on Kim

D. Purchasing authority

Axe recently introduced a new body spray, Hatchet, targeted at teenage boys who have yet to learn the appropriate amount of body spray to apply. Axe handed out free samples at middle school pep rallies, texted coupons to teens, and even sponsored a video game contest. Axe was using which of the following promotional mix elements? A. Direct Marketing B. Personal Selling C. Advertising D. Sales Promotion E. Public Relations

D. Sales Promotion

Bob's Burgers, a local Gainesville restaurant, has had a recent dip in sales. With all of the new restaurants that keep opening up in the area, people are opting to eat elsewhere. To remind people of how delicious and affordable their food is, Bob's decides to run a TV advertisement. The advertisement will air only in the Gainesville area on Channel 20, the local ABC affiliate. Which type of TV advertisement will Bob's be running? A. Syndicated B. Network C. Reach D. Spot E. Cable

D. Spot

Joe, the sales manager of Gator Tech, is calculating the number of salespeople he needs to sell his technology products. He has 40,000 customers, each of whom must be called on once a month, with an average sales call length of 30 minutes, and an average of 1000 hours of salesperson selling time annually. How many salespeople should he hire? A) 144,000 B) 20 C) 12 D) 1200 E) 240

E) 240

A flowchart of the points of interaction between consumer and service provider is referred to as A) A service continuum. B) Gap analysis C) A service audit D) Service recovery model E) A customer contact audit

E) A customer contact audit

Sam works for Diamond and Gold jewelers, a jewelry store whose goal is to provide the best items for their clients. Everything is custom made and custom cut. Sam uses a systematic approach for selling to his potential customers. First, he spends the majority of the time listening to the customer and hearing their wants and needs. After gaining a better understanding, Sam proposes an item to the customer. Sam is using: A) Outlined Presentation B) Rapport Selling C) Canned Selling D) Foot-in-the-Door Selling E) Adaptive Selling

E) Adaptive Selling

In 2010, during the World Cup football match between Denmark and Holland, 36 girls wore colorful branded clothes that promoted the Dutch beer Bavaria, which was not an official WorldCup sponsor. They all sat together and attracted a lot of attention until they were removed from the stadium because they were hired by Bavaria to compete for exposure against the official beer sponsor for the World Cup, Budweiser. Bavaria's marketing behavior is called: A) Camouflage Marketing B) Guerrilla Marketing C) Event Marketing D) Subliminal Marketing E) Ambush Marketing

E) Ambush Marketing

An advertisement for Happy Scoops, a local ice cream shop, reads, "A smile with every scoop."Excited to interact with friendly employees, Veronica goes to Happy Scoops for some ice cream.When she arrives, the employees rush to serve her ice cream but never crack a smile. The gap between Happy Scoops' advertisement and its service implementation is which of the following? A) Delivery gap B) Standards gap C) Knowledge gap D) Customer gap E) Communications gap

E) Communications gap

Brittany is overseeing a huge new project at major door manufacturer Real Fake Doors. Their idea is to create a door with built-in facial recognition that unlocks for the home- owners and alerts them as to who is outside knocking. Higher-ups at Real Fake Doors have already screened and evaluated the project, and the R&D department has deemed it feasible. According to the new product planning process, what should Brittany do next? A) Market Testing B) Commercialization C) Business Analysis D) Prototype Development E) Concept Testing

E) Concept Testing

Silly Bandz entered the American market in late 2008 and were quickly popularized. People couldn't get enough of Silly Bandz and loved all their fun shapes and colors. However, some users of Silly Bandz started to sustain injuries by wearing several Silly Bandz too tightly on their arms.Now, very limited quantities of Silly Bandz are sold in stores and online due to their loss of popularity. What stage of the product life cycle are Silly Bandz in? A) Introduction B) Growth C) Competitive Shakeout D) Maturity E) Decline

E) Decline

The first decision in developing the promotion program is to A) State the mission B) Select the media C) Set the budget D) Select the appeal E) Identify the target audience

E) Identify the target audience

Breyer's introduced a new line of ice cream flavors for sale in elegant black containers. This was done in a limited geographic area to determine consumer reactions before launching national distribution of the product. Breyer's new product was in the ________ stage of the new-product process. A) Business analysis B) Screening and evaluation C) Development D) Commercialization E) Market testing

E) Market testing

An unsatisfied customer who switches brands is hard to replace. Which stage of the product lifecycle is focused on maintaining loyal buyers? A) Relationship development B) Growth C) Decline D) Introduction E) Maturity

E) Maturity

Planter's Nuts are a well-known national brand. Planter's also produces and packages Great Value brand nuts, sold exclusively at Walmart. Planter's is engaging in: A) Multiproduct branding. B) Private branding. C) Multibranding. D) Generic branding E) Mixed branding.

E) Mixed branding.

Toothbrushes are an example of ________ while electric toothbrushes are an example of a________. A) Product form; product category B) Product item; product form C) Brand; product form D) Product class; brand E) Product class; product form

E) Product class; product form

Frank recently got hired by Trader Joe's. After his first day, he realized that Trader Joe's always has Buy One Get One (BOGO) deals that their customers enjoy. Frank wanted to know why BOGO deals were always happening at Trader Joe's, especially the BOGO bread deal for the week. Frank's manager told him it was because the bakery offered Trader Joe's a discounted price, so Trader Joe's was able to apply a deal on the bread. What type of sales promotion is this an example of? A) Coupon B) Rebate C) Premium D) Pull E) Push

E) Push

Supermarket chains are sometimes reluctant to put new products on their shelves due to limited space and the risk that the product may not sell well. To guard against loss of profit, storemanagers sometimes charge a ________to the manufactuer. A) Failure fee B) Product placement fee C) Fast prototyping fee D) Rollout fee E) Slotting fee

E) Slotting fee

A(n) ________ is the unique identification number that defines an item for ordering or inventory purposes. A) QR code B) NAICS stock code C) Unique stock mark D) Order quantity code E) Stock keeping unit

E) Stock keeping unit

With respect to advertising, CPM is defined as A) The cost per minute of television or radio airtime B) The cost of one medium relative to the costs of other media (e.g., direct mail versustelevision, radio, or outdoor), each of which are divided by the multiple of their respectivereach and frequency C) The reach multiplied by frequency divided by the cost of reaching 1,000 individuals orhouseholds D) The number of consumers exposed to an advertising message, in thousands E) The cost of reaching 1,000 individuals or households with the advertising message in a given medium

E) The cost of reaching 1,000 individuals or households with the advertising message in a given medium

Shown below are data that Marriott uses to compute Customer Lifetime Value (CLTV). They have identified three classes of customer. Blake is a Marriott Rewards Gold-level member. If Marriott can convert him to the Platinum level, how much greater will his CLTV be? SilverGoldPlatinum Stays/Month2.14.39.2 $$ Per Visit$200$400$700 Average Life (Years)1.45.313.2 A. $56,640 B. $7,120 C. $75,892 D. $4,720 E. $910,704

E. $910,704 (For both gold and platinum: Multiply stays per month by 12 months. Multiply previous by $ spent per visit. Multiply previous by avg. life (years). Take difference between gold and platinum.)

Tim Cook, Apple CEO, was curious to see what comes to consumers' minds when they think of Apple. He had random consumers shout out what they thought of when the company was named. Some of the words were, "technology, blue, luxury, genius, phones, laptops, and Safari." These words represent what component of Brand Equity? A. Loyalty B. Perceived Quality C. Awareness D. Resources E. Associations

E. Associations

Jen needed $100 of spending money for groceries for the next few weeks and decided to ask her parents for it. Upon calling her parents, Jen asked for $500. Her parents, to no surprise, were shocked and not pleased and said, "No way!" As a response to this, Jen finally "settled" with her parents for $100. Jen used which of the following sales presentation techniques? A. Foot-in-the-face B. Ingratiation C. Begging D. Foot-in-the-door E. Door-in-the-face

E. Door-in-the-face

When thinking about integrated marketing communications, the term "field of experience" refers to what idea? A. When evaluating whether a campaign will succeed, one should consult the sender's history of successful similar campaigns. B. When developing a campaign, the sender should have more experience with the advertised product that the receiver does. C. When developing a campaign, the sender should consult outside experts who know more about the product than the sender does. D. For a campaign to succeed, the receiver should have a high degree of expertise with the advertised product. E. For a campaign to succeed, the sender and receiver should share some common experiences and knowledge relevant to the product or message.

E. For a campaign to succeed, the sender and receiver should share some common experiences and knowledge relevant to the product or message.

Every three months Christie orders a package of 100 pens from BlackForrest.com for her office. She notices that sometimes her order takes 2 days to arrive, sometimes 3, and sometimes she gets the pens the very next morning. This is an example of which of the 4 I's for BlackForrest? A. Intangibility B. Inventory C. Investment D. Inseparability E. Inconsistency

E. Inconsistency

You have 200 million consumers in your national target market. National category sales are $300 million. National brand sales are $100 million. Which territory should you invest in due to its great potential? TerritoryNumber of Consumers (in Millions)Brand Sales (in millions of dollars)Category Sales (in millions of dollars) New York151020 Virginia12816 Florida12435 Texas8315 Michigan6610 A. Florida B. Texas C. New York D. Virginia E. Michigan

E. Michigan

Before Disney made a presentation to Marvel Comics to attempt to get the rights to use Star Wars trademarks in its theme parks, Disney did as much research as they could on Marvel, including studying their website and interviewing employees. This is an example of what step in the selling process? A. Follow-up B. Close C. Prospecting D. Approach E. Preapproach

E. Preapproach

A UF scientist invented an automated eye drop dispenser. It looks like a regular pair of eyeglass frames and utilizes tiny cameras and an even smaller microprocessor to predict when the wearer will blink. When the dispenser anticipates a blink, the glasses automatically dispense eye drops to the eye right before the blink. This item can be used by small children and save the child's parents the hassle and time of administering eye drop medicine to their child. The time savings this invention offers are a: A. Product Feature B. Product Definition C. Point of Parity D. Product Positioning E. Product Benefit

E. Product Benefit

Lexus issued a press release to build up the excitement for their new product: the Lexus Hoverboard. Based in part on the press release, a reporter from the Gainesville Moon wrote an article about how he believed the new Lexus Hoverboard is a breakthrough in transportation and by the end of the decade almost everyone will own one because they are so useful. The article by this reporter is _____, while the press release is: A. Public Relations; Publicity B. Sales Promotion; Public Relations C. Advertising; Publicity D. Free Advertising; Public Relations E. Publicity; Public Relations

E. Publicity; Public Relations

The University of Florida is constantly evaluating their course management platforms (e.g., Canvas). One of Canvas' competitors is Moodle. Imagine that Moodle wants to make a sale to UF, so they send a team from Moodle to conduct an educational program for about 20 members of UF's information technology staff. During this program, they describe some of the cutting-edge features that Moodle offers. This sales format is known as: A. Enterprise selling B. Suggestive selling C. Innovative selling D. Consultative selling E. Seminar selling

E. Seminar selling

Imagine that Macy's decided to open a line of smaller, less expensive stores called "Macy's Clearinghouse." The name "Macy's Clearinghouse" combines the original Macy's name with a new term, "Clearinghouse," to distinguish this new type of store from the original stores. This would be an example of: A. A fighting brand B. Mixed branding C. Cross-branding D. Co-branding E. Sub-branding

E. Sub-branding

Chris is trying to decide which cookies to buy. He is choosing from several brands that have just been introduced. While shopping at Publix, he sees Pillsbury Double Chocolate Chunk cookies. He decides to see if this will be his new, regular cookie of choice. Chris' adoption process is most likely to follow which of the following sequences? A. trial -> interest -> awareness -> evaluation -> adoption B. interest -> awareness -> trial -> evaluation -> adoption C. interest -> awareness -> evaluation -> trial -> adoption D. awareness -> interest -> evaluation -> trial -> adoption E. awareness -> interest -> trial -> evaluation -> adoption

E. awareness -> interest -> trial -> evaluation -> adoption

Kemps Dairy makes Life Savers Real Fruit Sherbet (with the flavors of the popular childhood candy). Kemps Dairy had to pay Wrigley, the owner of the Life Savers brand name, a fee to produce and market this concoction to supermarkets and convenience stores. This is an example of __________. A. generic branding B. private label branding C. mixed branding D. trademark infringement E. brand licensing

E. brand licensing

You first hear about a new brand of cologne called "Allergic" because you saw an article about it in the New York Times that reported how many celebrities were at the "Allergic" launch party last weekend. What type of source is the New York Times article? A. marketer-controlled/independent B. impersonal/ marketer-controlled C. personal/marketer-controlled D. personal/independent E. impersonal/independent

E. impersonal/independent

On a recent shopping excursion at a local Target store, Jim Krause went from aisle to aisle selecting the products he needed. He bought a variety of products, including shampoo, toothpaste, a plant for his office, and several pairs of socks. Interestingly, the only salesperson Krause encountered was the person at the checkout counter. The checkout person at Target is an example of a(n) __________. A. outside order taker B. Chief Checkout Officer (CCO) C. inside order getter D. outside order getter E. inside order taker

E. inside order taker

Concept tests

External approach. External evaluations with consumers that consist of preliminary testing of a new-product idea rather than an actual product

BDI>100 CDI>100

Great potential

Customer Experience Management (CEM)

Internal approach. the process of managing the entire customer experience within the company

BDI>100 CDI<100

Invest but monitor closely

Workload Method

NS = NC x CF x CL / AST NS= # of Salespeople NC= # of customers CF= Call frequency (# per year) CL= Avg. length of sales call (in hours) AST= Avg. amount of salesperson selling time available annually

BDI<100 CDI<100

Poor outlook

BDI<100 CDI>100

Research reasons for poor performance

Introduction

Sales grow slowly and profit is minimal. ADVERTISING: To inform. Publicity in magazines, advertising, salesforce calling on intermediaries, and sales promotion in the form of free samples

Conversion Rate (measuring employee performance)

Sales/Calls Ex: sells 36 costumes. 20 calls per day, 6 days a week. 20x6= 120. 36 sales/120 calls = .3

Maturity

Slowing of total industry sales or product class revenue. Competitors begin to leave the market. Hold market share. ADVERTISING: To remind. Reminder advertising, sales promotion in the form of discounts, coupons, and events, limited personal selling, direct-mail reminders

personal selling

The two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision. reduced wasted coverage

Decline

To phase out. Little money spent on promotion.

independent vs company salespeople

Total cost of company salespeople = Total cost of independent agents Total cost of company salespeople= co. commision(x)+total fixed cost per year Total cost of independent agents =ind. commission(x) (x) = sales volume

Standard test markets

a company develops a product and then attempts to sell it through normal distribution channels in a number of test-market cities

seminar selling

a company team conducts an educational program for a customer's technical staff, describing state-of-the-art developments

customer sales organization

a different salesforce calls on each separate type of buyer or marketing channel

public relations

a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services

publicity

a nonpersonal, indirectly paid presentation of an organization, product, or service. Company does not pay for space in a mass medium. Advantage: credibility Disadvantage: lack of users control over it

regional rollouts

a product is introduced sequentially into geographical areas to allow production levels and marketing ideas to build up gradually to support the product

conference selling

a salesperson and other company resource people meet with buyers to discuss problems and opportunities

sales promotion

a short-term inducement of value offered to arouse interest in buying a product or service

product line extensions

advantage to multiproduct branding. the practice of using a current brand name to enter a new market segment in its product class

prepurchase stage

advertising is more helpful than personal selling because advertising informs the potential customer of the existence of the product and the seller

advertising

any PAID form of non-personal** presentation and promotion of ideas, goods, or services by an identified sponsor

stimulus response presentation

assumes that given the appropriate stimulus by a salesperson, the prospect will buy

formula selling presentation

based on the view that a presentation consists of information that must be provided in an accurate, thorough, and step-by-step manner to inform the prospect

experience properties

can be discerned only after purchase or during consumption Ex: services like restaurants and child care

credence properties

characteristics that the consumer may find impossible to evaluate even after purchase and consumption. Consumers search for more info and they place emphasis on trust, commitment, expertise, and competence Ex: specialized professionals like medical diagnoses and legal services

search properties

color, size, and style, which can be determined before purchase. Ex: tanglible products like clothes and jewelry

subbranding

combines a corporate or family brand with a new brand, to distinguish a part of its product line from others

Controlled test market

contracting the entire test program to an outside service

selective demand

demand for a specific brand

Idea generation

developing a pool of concepts to serve as candidates for new products

pull strategy

directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product Ex: "Ask your doctor about Otezla"

push strategy

directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product

missionary salespeople

do not directly solicit orders but rather concentrate on performing promotional activities and introducing new products

fad product

experiences rapid sales on introduction and then an equally rapid decline

consultative selling

focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution -upselling and cross-selling

Crowdsourcing

generating insights leading to actions based on ideas from massive numbers of people Ex. Oreo lets customers come up with new flavor

multibranding

giving each product a distinct name

skimming strategy

high initial price to help the company recover the costs of development as well as capitalize on the price insensitivity of early buyers

Screening and Evaluation

internally and externally evaluate the technical feasibility of a proposed new-product idea to determine whether it meets the objectives defined in the new-product strategy development state

adaptive selling

involves adjusting the presentation to fit the selling situation, such as knowing when to offer solutions and when to ask for more information

canned selling

memorized, standardized message conveyed to every prospect. treats every prospect the same, regardless of differences

brand dilution

occurs when customers no longer associate a brand with a specific product or service or start thinking less favorably about the brand

Test marketing

offering a product for sale in a small area for a limited period of time to see how well it sells before offering it nationally. three main types: standard, controlled, and simulated

high learning product

one for which significant customer education is required and there is an extended introductory period

product form

pertains to variations of a product within the product class ex: cassettes, discs, digital music downloading/streaming.

order taker

processes routine orders or reorders for products that were already sold by the company

user-generated content

refers to any type of communication created by customers for other customers Three basic criteria: 1) Published either on a publicly accessible website or on social media 2) Shows significant degree of original or creative effort 3) Is consumer-generated by an individual outside of a professional or commercial org.

product class

refers to the entire product category or industry ex: prerecorded music

low learning product

sales begin immediately because little learning is required by the consumer and the benefits of purchase are readily understood

Order getter

sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers' use of a product or service

Deals

short-term price reductions, commonly used to increase trial among potential customers or to retaliate against a competitor's actions

Business analysis

specifies the features of the product and the marketing strategy needed to bring it to market and make financial projections

account management policies

specify whom salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how these activities should be carried out.

fashion product

style of the times. Introduced, decline, and then seem to return.

primary demand

the desire for the product class rather than for a specific brand, since there are few competitors with the same product

Purchase Stage

the importance of personal selling is highest, whereas the impact of advertising is lowest

traffic generation

the outcome of an offer designed to motivate people to visit a business

co-branding

the practice of pairing two or more strong brands to facilitate the marketing of a joint product or service for their mutual benefit. Ex: Dell computer with Intel processor

brand extension

the practice of using a current brand name to enter a different product class

team selling

the practice of using an entire team of professionals in selling to and servicing major customers

key account management

the practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships

lead generation

the result of an offer designed to generate interest in a product or service and a request for additional information

postpurchase stage

the salesperson is still important. the more personal contact after the sale, the more the buyer is satisfied

New Product Development Process

the seven stages an organization goes through to identify opportunities and convert them into salable products or services 1. Strategy development 2. Idea generation 3. Screening and evaluation 4. Business analysis 5. Development 6. Market Testing 7. Commercialization

geographical sales organization

the simplest structure, where the United States, or indeed the globe, is first divided into regions and each region is divided into districts or territories

development

the stage in the product development process in which a prototype is developed and a marketing strategy is outlined

new-product strategy development

the stage of the new-product process that defines the role for a new product in terms of the firm's overall objectives

Market Testing

the stage of the new-product process that involves exposing actual products to prospective consumers under realistic purchase conditions to see if they will buy

Commercialization

the stage of the new-product process that positions and launches a new product in full-scale production and sales

penetration pricing

to discourage competitive entry, a company can price low. helps build unit volume, but must closely monitor costs

direct marketing

uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet many forms: face-to-face selling, direct mail, catalogs, telephone solicitations, direct response advertising, and online marketing.

outside order takers

visit customers and replenish inventory stocks of resellers, such as retailers or wholesalers

product sales organization

when specific knowledge is required to sell certain types of products

mixed branding

where a firm markets products under its own name(s) and that of a reseller because the segment attracted to the reseller is different from its own market