SOLVED

91) Arm & Hammer began as a producer of baking soda. Now the company manufactures detergents, deodorants, and fabric softeners under the Arm & Hammer brand name. Arm & Hammer uses a ________ strategy. A) brand extension B) product line contraction C) downward line stretch D) cannibalization E) cobranding 92) Kellogg’s has marketed Special K cereal for a number of years to a loyal customer base. Its introduction of a new cereal called Special K with Red Berries is an example of a(n) ________ strategy. A) cannibalization B) cobranding C) brand extension D) upward line stretch E) downward line stretch 93) The J. M. Smuckers Company makes jams, jellies, fruit spreads, and ice cream toppings. All of these products are sold using the Smuckers brand name. This company uses a(n) ________ strategy. A) store brand B) private-label brand C) cobranding D) ingredient branding E) family brand 94) Disney allowed a paint manufacturer to produce paint using the Disney brand name for a specific period of time. Disney paint is an example of ________. A) licensing B) cobranding C) family branding D) ingredient branding E) private-label branding 95) Mattel teamed with Coca-Cola to market Soda Fountain Sweetheart Barbie. This is an example of ________. A) generic branding B) family branding C) franchising D) cobranding E) ingredient branding 96) Which of the following is an advantage offered by cobranding? A) Manufacturers do not have to invest in creating their own brand names. B) Retailers have exclusive products that cannot be purchased from competitors. C) Advertising, sales, promotion, and marketing must be carefully coordinated. D) Brand equity is stabilized. E) A company can expand its existing brand into a category it otherwise might have difficulty entering alone. 97) General Foods produces many different brands of coffee, including Brim, Maxim, Maxwell House, International Coffees, Sanka, and Yuban. Each brand is likely to have its own ________. A) venture team B) market manager C) product category manager D) communication manager E) brand manager 98) Kodak markets cameras, film, X-ray film and equipment, printers, motion picture film, and batteries. Kodak is likely to have ________ who coordinate the mix of the product lines. A) brand managers B) product category managers C) venture teams D) communication teams E) market managers 99) Colgate-Palmolive replaced its brand management structure with a product category management structure. A manager who had once managed Colgate toothpaste now manages all of the company’s dental products. Under Colgate’s new system, a product category manager would have ________. A) profit and loss responsibility for all dental products B) completely different duties than the brand manager had C) to use persuasion as opposed to direct authority to achieve goals D) no authority over functions, other than marketing, that affect dental products E) no authority over international dental product sales 100) A manufacturer of acrylic, latex, and nitrile gloves sells to medical laboratories, factories where employees handle chemicals, companies that manufacture micro-tech equipment, and cleaning services. The company is organized to better satisfy the specific needs of each of its four target markets, so it uses a ________ structure. A) product category B) market manager C) brand manager D) venture team E) family brand