NAME: ________________________

Marketing: Chapter 11 Test

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5 Written Questions

5 Matching Questions

  1. harvesting, deletion
  2. family branding (corporate branding)
  3. early adopter
  4. Branding
  5. Line extension
  1. a branding all of a firm's products with the same name
  2. b leaders in social setting; slightly above average education
  3. c Using a current brand name to enter a new market segment in its product class
  4. d Use of a name, phrase, design, symbol, or combination of these to identify a product and distinguish it from the competition
  5. e primary marketing objective of the decline stage
    (best sellers)

5 Multiple Choice Questions

  1. dropping the product from the product line
  2. skeptical; below average social status
  3. deliberate; many informal social contracts
  4. The added value that a brand name gives to a product beyond its functional benefits
  5. venturesome; higher educated; use multiple information sources

5 True/False Questions

  1. multibrandinggiving each product a distinct name


  2. harvestinga company retains the product but reduces marketing costs


  3. selective demandthe preference for a specific brand


  4. mixed brandinggiving each product a distinct name


  5. penetration pricingpricing low to discourage competitive entry by reducing the appearance of profit opportunity


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