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5 Written questions

5 Matching questions

  1. Branding
  2. modifying the market
  3. Multibranding
  4. innovator
  5. subbranding
  1. a 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)
  2. b Strategy of giving each product a distinct name
  3. c combines a coporate or family brand with a new brand to distinguish a part of its product line from others (gatorade rain)
  4. d venturesome; higher educated; use multiple information sources
  5. e Use of a name, phrase, design, symbol, or combination of these to identify a product and distinguish it from the competition

5 Multiple choice questions

  1. the practice of using a current brand name to enter a different product class
  2. leaders in social setting; slightly above average education
  3. skeptical; below average social status
  4. 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. 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 True/False questions

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

          

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

          

  3. 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

          

  4. diffusion of innovationventuresome; higher educated; use multiple information sources

          

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