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5 Written questions

5 Matching questions

  1. mixed branding
  2. early majority
  3. stress differentiation
  4. primary demand
  5. diffusion of innovation
  1. a a product diffuses, or spreads, through the population, resulting in most sales not being in the introduction stage
  2. b desire for the product class rather than for a specific brand, since there are few competitors with the same product
  3. c primary marketing objective of the growth stage
    (more versions of products)
  4. d where a firm markets products under its own name and that of a reseller because the segment attracted to the reseller is different from its own market
  5. e deliberate; many informal social contracts

5 Multiple choice questions

  1. changing certain characteristics such as quality, or style to attract new users and inspire more usage (wrinkle free and stain-free clothing with nanotechnology)
  2. Strategy of giving each product a distinct name
  3. fear of debt; neighbors and friends are information sources
  4. Integrating the service component of the marketing mix with efforts to influence consumer demand
  5. The added value that a brand name gives to a product beyond its functional benefits

5 True/False questions

  1. family branding (corporate branding)branding all of a firm's products with the same name

          

  2. selective demandthe preference for a specific brand

          

  3. skimming pricinga high initial price used to help the company recover the costs of development as well as capitalize on the price insensitivity of early buyers

          

  4. Off-peak pricinga high initial price used to help the company recover the costs of development as well as capitalize on the price insensitivity of early buyers

          

  5. innovatorfear of debt; neighbors and friends are information sources