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of 35 available terms

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5 Written Questions

5 Matching Questions

  1. Capacity management
  2. primary demand
  3. family branding (corporate branding)
  4. brand extension
  5. subbranding
  1. a Integrating the service component of the marketing mix with efforts to influence consumer demand
  2. b desire for the product class rather than for a specific brand, since there are few competitors with the same product
  3. c combines a coporate or family brand with a new brand to distinguish a part of its product line from others (gatorade rain)
  4. d the practice of using a current brand name to enter a different product class
  5. e branding all of a firm's products with the same name

5 Multiple Choice Questions

  1. Strategy of using one name for all products
  2. a high initial price used to help the company recover the costs of development as well as capitalize on the price insensitivity of early buyers
  3. Strategy of giving each product a distinct name
  4. primary marketing objective of the decline stage
    (best sellers)
  5. primary marketing objective of the growth stage
    (more versions of products)

5 True/False Questions

  1. harvestingUse of a name, phrase, design, symbol, or combination of these to identify a product and distinguish it from the competition

          

  2. maintain brand loyaltyprimary marketing objective of the maturity stage
    (full product line)

          

  3. BrandingUse of a name, phrase, design, symbol, or combination of these to identify a product and distinguish it from the competition

          

  4. late majoritydeliberate; many informal social contracts

          

  5. penetration pricingCharging different prices during different times to reflect variations in demand for a service

          

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