UTA 3321 MARKETING EXAM SCRIPT COMPLETE STUDY GUIDE WITH VERIFIED ANSWERS

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