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Exam 7: Branding and Positioning

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Question 21

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Best Buy offers many different manufacturer (name) brands including HP,Panasonic,Sony,and Canon.Which of the following is a primary reason that Best Buy would offer these and other manufacturer brands?

A) increased profit margin
B) reduced marketing costs
C) less competition
D) total control over marketing
E) increased loyalty to Best Buy

F) B) and D)
G) A) and C)

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Question 22

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Which of the following is the best example of a brand mark?

A) Honda
B) Nike's swoosh
C) WD-40
D) BMW
E) 7-Eleven

F) D) and E)
G) All of the above

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Question 23

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Explain the importance of corporate branding.How is it tied to product-related branding? Give examples of how a firm's corporate brand is tied to its reputation and its success in the marketplace.

While Madison was shopping for coffee makers at Target,she recognized many of the brands that were available.Although she was looking for a machine made by Mr.Coffee,she bought a coffee maker by Hamilton Beach because Target was out of all Mr.Coffee machines.What type of brand loyalty is Madison exhibiting?

When Meghan went to buy groceries,she found everything on her list except Pampers diapers.While the store had other competing brands in stock,Meghan left and drove five miles to the next store where she found the Pampers.It appears that Meghan exhibits a high degree of __________ for Pampers diapers.