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of 35 available terms

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5 Written Questions

5 Matching Questions

  1. Brand equity
  2. harvesting, deletion
  3. multibranding
  4. modifying the market
  5. family branding (corporate branding)
  1. a giving each product a distinct name
  2. b finding new customers, increase a product's use among existing customers, or create new use situations (motorcycles aimed at women by harley davidson's, advertise hot soup more in winter, substitute milk for water in food)
  3. c The added value that a brand name gives to a product beyond its functional benefits
  4. d primary marketing objective of the decline stage
    (best sellers)
  5. e branding all of a firm's products with the same name

5 Multiple Choice Questions

  1. dropping the product from the product line
  2. Charging different prices during different times to reflect variations in demand for a service
  3. 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)
  4. The stages that a product goes through in the marketplace: introduction, growth, maturity, and decline
  5. 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 True/False Questions

  1. Multiproduct brandingStrategy of using one name for all products


  2. Capacity managementprimary marketing objective of the introduction stage
    (one product)


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


  4. stress differentiationprimary marketing objective of the growth stage
    (more versions of products)


  5. brand extensionthe practice of using a current brand name to enter a different product class


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