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5 Written questions

5 Matching questions

  1. family branding (corporate branding)
  2. Brand equity
  3. mixed branding
  4. Product life cycle
  5. brand name
  1. a The added value that a brand name gives to a product beyond its functional benefits
  2. b is any word, device (design, sound , shape or color) or combination of thes used to distinguish a sellers goods or services
  3. c 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
  4. d The stages that a product goes through in the marketplace: introduction, growth, maturity, and decline
  5. e branding all of a firm's products with the same name

5 Multiple choice questions

  1. combines a coporate or family brand with a new brand to distinguish a part of its product line from others (gatorade rain)
  2. 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)
  3. the preference for a specific brand
  4. primary marketing objective of the introduction stage
    (one product)
  5. Charging different prices during different times to reflect variations in demand for a service

5 True/False questions

  1. stress differentiationdropping the product from the product line

          

  2. harvestinga company retains the product but reduces marketing costs

          

  3. private brandingwhere 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

          

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

          

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