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5 Written questions

5 Matching questions

  1. laggard
  2. repositioning the product
  3. early majority
  4. Multibranding
  5. Brand equity
  1. a deliberate; many informal social contracts
  2. b The added value that a brand name gives to a product beyond its functional benefits
  3. c Strategy of giving each product a distinct name
  4. d changing the place a product occupies in a consumer's mind relative to competitive products (new balance focus on fit, durability, and comfort rather than compete with Nike on fashion and professional sports)
  5. e fear of debt; neighbors and friends are information sources

5 Multiple choice questions

  1. the practice of using a current brand name to enter a different product class
  2. Using a current brand name to enter a new market segment in its product class
  3. primary marketing objective of the decline stage
    (best sellers)
  4. pricing low to discourage competitive entry by reducing the appearance of profit opportunity
  5. Use of a name, phrase, design, symbol, or combination of these to identify a product and distinguish it from the competition

5 True/False questions

  1. subbrandingcombines a coporate or family brand with a new brand to distinguish a part of its product line from others (gatorade rain)

          

  2. private 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. selective demandthe preference for a specific brand

          

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

          

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

          

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