UTA 3321 MARKETING EXAM SCRIPT
COMPLETE STUDY GUIDE WITH VERIFIED
ANSWERS
●● Brand name
Answer: Part of brand spoken (Letter, words, #s)
●● Brand mark
Answer: Cannot be spoken
●● Brand equity
Answer: Value of comp or brand name
●● Global brand
Answer: Obtains 1/3 earnings from outside home country, recognizable
outside home base; marketing and financial data publicly available
●● Brand loyalty
Answer: Consistent preference for 1 brand
●● Manufacturer's brand
Answer: Brand name of manuf
,●● Private brand
Answer: Owned by wholesaler or a retailer
●● Captive brand
Answer: Manuf by 3rd party for exclusive retailer, w/out evidence of
their affiliation
●● Individual branding
Answer: Diff brand names for diff products
●● Family branding
Answer: Several products under same brand name
●● Co-branding
Answer: 2 or more brand names on product or package
●● Trademark
Answer: Exclusive right to use brand or part of it
●● Service mark
Answer: Trademark for service
, ●● Generic product name
Answer: ID product by class or type (CANNOT BE TRADEMARKED)
●● Persuasive labeling
Answer: Focuses on promotional them or logo; consumer info secondary
●● Informational labeling
Answer: Help consumers make proper product selections and lower
cognitive dissonance after purchase
●● Universal product codes (UPCs)
Answer: Tracks products (bar codes representing numbers)
●● Express warranty
Answer: Written guarantee (100% cotton)
●● Implied Warranty
Answer: Unwritten guarantee (apply to ALL SALES under Uniform
Commercial Code)
●● Warranty
Answer: Confirmation of quality/perf of good or service
COMPLETE STUDY GUIDE WITH VERIFIED
ANSWERS
●● Brand name
Answer: Part of brand spoken (Letter, words, #s)
●● Brand mark
Answer: Cannot be spoken
●● Brand equity
Answer: Value of comp or brand name
●● Global brand
Answer: Obtains 1/3 earnings from outside home country, recognizable
outside home base; marketing and financial data publicly available
●● Brand loyalty
Answer: Consistent preference for 1 brand
●● Manufacturer's brand
Answer: Brand name of manuf
,●● Private brand
Answer: Owned by wholesaler or a retailer
●● Captive brand
Answer: Manuf by 3rd party for exclusive retailer, w/out evidence of
their affiliation
●● Individual branding
Answer: Diff brand names for diff products
●● Family branding
Answer: Several products under same brand name
●● Co-branding
Answer: 2 or more brand names on product or package
●● Trademark
Answer: Exclusive right to use brand or part of it
●● Service mark
Answer: Trademark for service
, ●● Generic product name
Answer: ID product by class or type (CANNOT BE TRADEMARKED)
●● Persuasive labeling
Answer: Focuses on promotional them or logo; consumer info secondary
●● Informational labeling
Answer: Help consumers make proper product selections and lower
cognitive dissonance after purchase
●● Universal product codes (UPCs)
Answer: Tracks products (bar codes representing numbers)
●● Express warranty
Answer: Written guarantee (100% cotton)
●● Implied Warranty
Answer: Unwritten guarantee (apply to ALL SALES under Uniform
Commercial Code)
●● Warranty
Answer: Confirmation of quality/perf of good or service
