MBA 706 MIDTERM EXAM 2025/2026 GRADED A+
QUESTIONS AND 100% ANSWERS
Marketing Program - a plan that integrates the marketing mix to provide a good, service, or idea to
prospective buyers
market penetration strategy - is the least risky strategy, as it seeks to sell existing products and
services to current market
market development strategy - introduce existing products to new markets
product development strategy - seeks to create new products (outside of the firm's area of
expertise), primarily for existing markets, though existing markets can be broadly defined such as
"higher income consumers" or more specifically, "sporting good consumers".
diversification strategy - is the riskiest strategy of all, as the strategy requires selling a new, unproven
product/service to a new marketthat the firm may not entirely understand.
Branding - is the set of activities designed to create a brand and position it in the minds of
consumers.
brand - a name, term, symbol, design, or combination thereof that identifies a seller's products and
differentiates them from competitors' products
brand name - that part of a brand that can be spoken, including letters, words, and numbers
Brandmark - is a symbol, icon, or drawing—such as Nike's Swoosh mark or Starbucks' mermaid—that
consumers associate with a brand
logos - appear on packages, buildings, websites, and in advertisements, and make use of
brandmarks, brand names or a combination of both elements.
corporate branding - activities benefit the firm as a whole and build, enhance, or repair the
reputation of the firm
, Product Branding Strategy - each product offering might be given a unique brand and identity
private label - Merchandise developed for a given store and displaying that store's label.
Family brands - are those that use the same name or part of the same name on every product
individual brand - using different brand names for different products
brand extension - extending an existing brand name to new product categories
Vertical brand extensions - occur when a brand uses their own ingredient to launch a new product
which the manufacture themselves
Cannibalization - occurs when a firm's new offering eats into the sales of one of its older offerings
strategic partnerships - collaborative relationships between two or more organizations in which they
combine their resources and capabilities for some business purpose
Cobranding - combines the strengths of two or more brands—image, reputation, performance—into
the creation of a single product with distinct benefits
ingredient branding - in which a well-known brand, such as Sunmaid Raisins, is incorporated into an
edible good manufactured by another firm, such as break or cookies.
licenses a brand - A contractual agreement spells out the licensing fee firm B receives for sharing its
brand with the allied firm and controls how the brand can be used.
brand equity - When viewed from the perspective of the firm, a brand's value, or what that brand is
worth
brand awareness - For a brand to have equity from the consumer's standpoint, firms must start by
building
QUESTIONS AND 100% ANSWERS
Marketing Program - a plan that integrates the marketing mix to provide a good, service, or idea to
prospective buyers
market penetration strategy - is the least risky strategy, as it seeks to sell existing products and
services to current market
market development strategy - introduce existing products to new markets
product development strategy - seeks to create new products (outside of the firm's area of
expertise), primarily for existing markets, though existing markets can be broadly defined such as
"higher income consumers" or more specifically, "sporting good consumers".
diversification strategy - is the riskiest strategy of all, as the strategy requires selling a new, unproven
product/service to a new marketthat the firm may not entirely understand.
Branding - is the set of activities designed to create a brand and position it in the minds of
consumers.
brand - a name, term, symbol, design, or combination thereof that identifies a seller's products and
differentiates them from competitors' products
brand name - that part of a brand that can be spoken, including letters, words, and numbers
Brandmark - is a symbol, icon, or drawing—such as Nike's Swoosh mark or Starbucks' mermaid—that
consumers associate with a brand
logos - appear on packages, buildings, websites, and in advertisements, and make use of
brandmarks, brand names or a combination of both elements.
corporate branding - activities benefit the firm as a whole and build, enhance, or repair the
reputation of the firm
, Product Branding Strategy - each product offering might be given a unique brand and identity
private label - Merchandise developed for a given store and displaying that store's label.
Family brands - are those that use the same name or part of the same name on every product
individual brand - using different brand names for different products
brand extension - extending an existing brand name to new product categories
Vertical brand extensions - occur when a brand uses their own ingredient to launch a new product
which the manufacture themselves
Cannibalization - occurs when a firm's new offering eats into the sales of one of its older offerings
strategic partnerships - collaborative relationships between two or more organizations in which they
combine their resources and capabilities for some business purpose
Cobranding - combines the strengths of two or more brands—image, reputation, performance—into
the creation of a single product with distinct benefits
ingredient branding - in which a well-known brand, such as Sunmaid Raisins, is incorporated into an
edible good manufactured by another firm, such as break or cookies.
licenses a brand - A contractual agreement spells out the licensing fee firm B receives for sharing its
brand with the allied firm and controls how the brand can be used.
brand equity - When viewed from the perspective of the firm, a brand's value, or what that brand is
worth
brand awareness - For a brand to have equity from the consumer's standpoint, firms must start by
building
