Chapter 9—Product Concepts

Manufacturers must decide whether to use their own names on their products or to distribute the products with a wholesaler's or retailer's brand name. If they use the name of a wholesaler or retailer, it is a private branding strategy. PTS: 1 REF: 136 OBJ: 09-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product. 71. ................
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