MKT 372 STANDARD EXAMS ANSWERS AND
QUESTIONS SET A+
✔✔When a company develops a new brand in the same category in which the firm
already has a branded product, it is a:
A) brand extension
B) private brand
C) flanker brand
D) complementary brand - ✔✔C) flanker brand
✔✔When a company's marketing team introduces a new brand within a product
category where it already has brands in an effort to appeal to target markets the team
believes is not being reached by the company's current brand, which is being used?
A) brand extension
B) private brand
C) flanker brand
D) complementary brand - ✔✔C) flanker brand
✔✔Which approach is used by firms operating in high-end markets in order to avoid
damaging the high-end brand's reputation?
A) brand extension
B) co-branding
C) flanker brand
D) complementary brand - ✔✔C) flanker brand
✔✔A firm that is expanding to international markets often adds additional brands to
current brands in order to strengthen an international presence, reflecting which
strategy?
A) brand extension
B) private brand
C) flanker brand
D) complementary brand - ✔✔C) flanker brand
✔✔Co-branding can take the following forms, except:
, A) flanker brand
B) ingredient brand
C) cooperative brand
D) complementary brand - ✔✔A) flanker brand
✔✔Ingredient branding involves:
A) placing one brand within another
B) developing a new brand to be sold in a category where the firm already has a brand
C) a joint venture of two brands in one product
D) marketing two brands together to encourage co-consumption - ✔✔A) placing one
brand within another
✔✔Intel Pentium processors placed inside computers is a form of:
A) ingredient branding
B) flanker brand
C) cooperative branding
D) complementary branding - ✔✔A) ingredient branding
✔✔Cooperative branding is:
A) private labeling with a major brand
B) placing one brand in another as a form of cooperation
C) the joint venture of two or more brands in one product
D) the marketing of two brands together to encourage co-consumption - ✔✔C) the joint
venture of two or more brands in one product
✔✔Co-branding works the best when:
A) the two brands are unrelated
B) a well-known brand is attached to a lesser-known brand
C) a private label is co-branded with a manufacturer's brand
D) it builds the brand equity of both brands - ✔✔D) it builds the brand equity of both
brands
✔✔Complementary branding is:
A) using a private label to complement the main brand
B) placing one brand within another brand
C) the joint venture of two or more brands in one product
D) marketing two brands together to encourage co-consumption - ✔✔D) marketing two
brands together to encourage co-consumption
✔✔Selling Reese's Peanut Butter Cup milkshakes at the DQ is an example of:
A) flanker branding
B) extension branding
C) cooperative branding
D) complementary branding - ✔✔C) cooperative branding
QUESTIONS SET A+
✔✔When a company develops a new brand in the same category in which the firm
already has a branded product, it is a:
A) brand extension
B) private brand
C) flanker brand
D) complementary brand - ✔✔C) flanker brand
✔✔When a company's marketing team introduces a new brand within a product
category where it already has brands in an effort to appeal to target markets the team
believes is not being reached by the company's current brand, which is being used?
A) brand extension
B) private brand
C) flanker brand
D) complementary brand - ✔✔C) flanker brand
✔✔Which approach is used by firms operating in high-end markets in order to avoid
damaging the high-end brand's reputation?
A) brand extension
B) co-branding
C) flanker brand
D) complementary brand - ✔✔C) flanker brand
✔✔A firm that is expanding to international markets often adds additional brands to
current brands in order to strengthen an international presence, reflecting which
strategy?
A) brand extension
B) private brand
C) flanker brand
D) complementary brand - ✔✔C) flanker brand
✔✔Co-branding can take the following forms, except:
, A) flanker brand
B) ingredient brand
C) cooperative brand
D) complementary brand - ✔✔A) flanker brand
✔✔Ingredient branding involves:
A) placing one brand within another
B) developing a new brand to be sold in a category where the firm already has a brand
C) a joint venture of two brands in one product
D) marketing two brands together to encourage co-consumption - ✔✔A) placing one
brand within another
✔✔Intel Pentium processors placed inside computers is a form of:
A) ingredient branding
B) flanker brand
C) cooperative branding
D) complementary branding - ✔✔A) ingredient branding
✔✔Cooperative branding is:
A) private labeling with a major brand
B) placing one brand in another as a form of cooperation
C) the joint venture of two or more brands in one product
D) the marketing of two brands together to encourage co-consumption - ✔✔C) the joint
venture of two or more brands in one product
✔✔Co-branding works the best when:
A) the two brands are unrelated
B) a well-known brand is attached to a lesser-known brand
C) a private label is co-branded with a manufacturer's brand
D) it builds the brand equity of both brands - ✔✔D) it builds the brand equity of both
brands
✔✔Complementary branding is:
A) using a private label to complement the main brand
B) placing one brand within another brand
C) the joint venture of two or more brands in one product
D) marketing two brands together to encourage co-consumption - ✔✔D) marketing two
brands together to encourage co-consumption
✔✔Selling Reese's Peanut Butter Cup milkshakes at the DQ is an example of:
A) flanker branding
B) extension branding
C) cooperative branding
D) complementary branding - ✔✔C) cooperative branding
