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5 Written questions

5 Matching questions

  1. innovator
  2. private branding
  3. Product life cycle
  4. multibranding
  5. stress differentiation
  1. a venturesome; higher educated; use multiple information sources
  2. b primary marketing objective of the growth stage
    (more versions of products)
  3. c 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)
  4. d The stages that a product goes through in the marketplace: introduction, growth, maturity, and decline
  5. e giving each product a distinct name

5 Multiple choice questions

  1. a company retains the product but reduces marketing costs
  2. branding all of a firm's products with the same name
  3. The added value that a brand name gives to a product beyond its functional benefits
  4. 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. 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. maintain brand loyaltyprimary marketing objective of the maturity stage
    (full product line)


  3. selective demanddesire for the product class rather than for a specific brand, since there are few competitors with the same product


  4. Price elasticityPercentage change in quantity demanded that results from a percentage change in price


  5. early adopterleaders in social setting; slightly above average education


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