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of 35 available terms

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5 Written Questions

5 Matching Questions

  1. family branding (corporate branding)
  2. Branding
  3. modifying the product
  4. late majority
  5. early adopter
  1. a branding all of a firm's products with the same name
  2. b leaders in social setting; slightly above average education
  3. c skeptical; below average social status
  4. d changing certain characteristics such as quality, or style to attract new users and inspire more usage (wrinkle free and stain-free clothing with nanotechnology)
  5. e Use of a name, phrase, design, symbol, or combination of these to identify a product and distinguish it from the competition

5 Multiple Choice Questions

  1. Strategy of using one name for all products
  2. the practice of using a current brand name to enter a different product class
  3. primary marketing objective of the decline stage
    (best sellers)
  4. Percentage change in quantity demanded that results from a percentage change in price
  5. combines a coporate or family brand with a new brand to distinguish a part of its product line from others (gatorade rain)

5 True/False Questions

  1. penetration pricingpricing low to discourage competitive entry by reducing the appearance of profit opportunity


  2. mixed brandingwhere a firm markets products under its own name and that of a reseller because the segment attracted to the reseller is different from its own market


  3. harvestinga company retains the product but reduces marketing costs


  4. product deletiondropping the product from the product line


  5. gain awarenessprimary marketing objective of the introduction stage
    (one product)


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