Exam 2: Brand Communication

The key players in the marketing industry include the marketer,suppliers and vendors,distributors and retailers,and marketing partners,such as agencies.

When a company distributes its products directly to buyers without the use of a reseller,the company is using ________.

Which of the following is NOT a desirable quality for a brand name?

Why is it important for a brand promise to be simple and honest?

An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients.It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth.The manufacturer of Crest toothpaste was using ________.

Bold,fun,exciting,and daring are all examples of ________.

In which type of personal selling does a representative make sales calls at a customer's place of business?

The marketing mix is also known as the ________.

Retailers and wholesalers who have created their own brands-such as Walmart's Sam's Choice beverages and food products-are participating in co-branding.

________ markets consist of people who buy products and services for personal or household use.

A ________ is a legal sign that indicates ownership.

The percentage of the total sales in a product category that a particular brand has is called the brand's ________.

To maximize the toothpaste market in China,Crest needs to convince more of the Chinese population to brush their teeth three times a day.Crest is most likely to use a standardized approach for its marketing in China.

How does a brand name add value to a product?

The only marketing mix element with communication effects is promotion.

The supply chain refers to the various companies that are involved in moving a product from its manufacturer into the hands of its buyer.

Which of the following was the top global brand,based on brand value,in 2012?

Co-branding means acknowledging a supplier's brand as an important product feature or component.

Institutional markets are made up of nonprofit organizations only.

More companies are adopting the concept of ________,which is the practice of unifying all brand communication messages and tools as well as the messages from the marketing mix decisions.