chapter 7: marketing

Question 1

2 forms of trademarks

Answer 1

manufacturing trademark
retailer trademark

Question 2

whats brand extension/stretching

Answer 2

new product in the same or simular market

Question 3

factors criticle in creating brand value (5)

Answer 3

1. innovation
2. clear identity
3. trust
4. distinctive voice
5. customer relationship

Question 4

advantages of buying a franchise (3)

Answer 4

can be expanded without arge amounts of capital
good chance of succes
easier to borrow money from bank

Question 5

disadvantages of buying a franchise (3)

Answer 5

training is difficult and demanding
success depends on the independant franchise
cant design unique marketing program

Question 6

the marketing strategy ( 4steps)

Answer 6

1. 2nd aspect of environmental scan
2. the unique selling preposition
3. determaning marketing budget
4. implementing marketing mix (7ps)

Question 7

different types of products (3)

Answer 7

1. convinience goods
2. speciality goods
3. select goods