MKT 3320 quiz #2 chapter 8 Flashcards
1
Q
Creates contractual arrangements whereby firms can use:
Names, logos, and characters of other brands to market their own brands for some fixed fee
A
Licensing
2
Q
One danger in licensing
A trademark can become overexposed due to ______.
A
oversaturation
3
Q
marketing practice involving the use of a single brand name for the sale of two or more related products
A
umbrella branding
4
Q
P&G is result of ______ branding
A
umbrella
5
Q
Acer-Ferrari Laptop is example of
A
co-branding
6
Q
refers to a process in which a company markets an established ingredient or component used in its own products
A
ingredient branding
7
Q
Wal-Mart, Kroger is an example of type of branding
A
private branding
8
Q
AA/Citibank credit card, Nike+
A
Co-branding
