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of 35 available terms

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5 Written Questions

5 Matching Questions

  1. modifying the product
  2. repositioning the product
  3. brand name
  4. maintain brand loyalty
  5. modifying the market
  1. a 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)
  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 primary marketing objective of the maturity stage
    (full product line)
  4. d 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. e is any word, device (design, sound , shape or color) or combination of thes used to distinguish a sellers goods or services

5 Multiple Choice Questions

  1. a company retains the product but reduces marketing costs
  2. Integrating the service component of the marketing mix with efforts to influence consumer demand
  3. branding all of a firm's products with the same name
  4. Using a current brand name to enter a new market segment in its product class
  5. desire for the product class rather than for a specific brand, since there are few competitors with the same product

5 True/False Questions

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


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


  3. harvesting, deletionprimary marketing objective of the decline stage
    (best sellers)


  4. laggardfear of debt; neighbors and friends are information sources


  5. Product life cycleThe stages that a product goes through in the marketplace: introduction, growth, maturity, and decline


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