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5 Written questions

5 Matching questions

  1. family branding (corporate branding)
  2. stress differentiation
  3. harvesting, deletion
  4. harvesting
  5. late majority
  1. a primary marketing objective of the growth stage
    (more versions of products)
  2. b primary marketing objective of the decline stage
    (best sellers)
  3. c skeptical; below average social status
  4. d a company retains the product but reduces marketing costs
  5. e branding all of a firm's products with the same name

5 Multiple choice questions

  1. Product made by a manufacturer and sold to a retailer who in turn resells it under its own name. (also called private labeling or reseller branding)
  2. fear of debt; neighbors and friends are information sources
  3. The added value that a brand name gives to a product beyond its functional benefits
  4. The stages that a product goes through in the marketplace: introduction, growth, maturity, and decline
  5. dropping the product from the product line

5 True/False questions

  1. diffusion of innovationventuresome; higher educated; use multiple information sources


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


  3. early majorityskeptical; below average social status


  4. Multiproduct brandingStrategy of using one name for all products


  5. Off-peak pricingCharging different prices during different times to reflect variations in demand for a service


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