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Marketing: Chapter 11 Test

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5 Written Questions

5 Matching Questions

  1. early adopter
  2. family branding (corporate branding)
  3. gain awareness
  4. product deletion
  5. harvesting, deletion
  1. a leaders in social setting; slightly above average education
  2. b branding all of a firm's products with the same name
  3. c dropping the product from the product line
  4. d primary marketing objective of the introduction stage
    (one product)
  5. e primary marketing objective of the decline stage
    (best sellers)

5 Multiple Choice Questions

  1. fear of debt; neighbors and friends are information sources
  2. a product diffuses, or spreads, through the population, resulting in most sales not being in the introduction stage
  3. pricing low to discourage competitive entry by reducing the appearance of profit opportunity
  4. primary marketing objective of the growth stage
    (more versions of products)
  5. Charging different prices during different times to reflect variations in demand for a service

5 True/False Questions

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

          

  3. modifying the marketchanging certain characteristics such as quality, or style to attract new users and inspire more usage (wrinkle free and stain-free clothing with nanotechnology)

          

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

          

  5. skimming pricingCharging different prices during different times to reflect variations in demand for a service

          

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