Heinz is a leading global food manufacturer. It manufactures and markets Farleys (baby food), Jack Daniel's Sauces, and Weight Watcher's Foods (diet/slimming meals and supplements). The use of these brand names instead of the Heinz name is an example of a(n) _____ branding strategy.
A. individual
B. synergistic
C. umbrella
D. family
E. piggyback
Answer: A
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Which of the following is not an issue of current concern regarding media ownership, according to the textbook author?
A) Concentration of ownership within print or broadcast media B) Newspaper monopolies exist in some cities in Canada C) Licensing process whereby some corporations are allegedly favoured over others D) Interlocking ownership between print and broadcasting media E) Operation of newspaper chains
The formula sales presentation is most closely associated with:
A. the SELL sequence. B. the CCC GOMES steps. C. the AIDA procedure. D. problem-solution. E. need-development.
Marketers refer to the number of times a story is covered multiplied by the circulation of the publications covering the story as
A) connector frequency. B) market share. C) share of voice. D) circulation impressions. E) behavioral profiling.
The failure of many auditing firms to raise red flags about accounting irregularities in companies such as Enron and WorldCom is generally attributed to all of the following factors, except
A. the desire to get consulting work from the company because most audit firms also do consulting work. B. the failure of U.S. audit firms to follow internationally accepted accounting standards. C. the fact that auditors are appointed by the firm. D. the desire to get future auditing contracts from the company.