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5 Written questions

5 Matching questions

  1. Line extension
  2. diffusion of innovation
  3. brand extension
  4. Off-peak pricing
  5. harvesting, deletion
  1. a a product diffuses, or spreads, through the population, resulting in most sales not being in the introduction stage
  2. b Using a current brand name to enter a new market segment in its product class
  3. c primary marketing objective of the decline stage
    (best sellers)
  4. d the practice of using a current brand name to enter a different product class
  5. e Charging different prices during different times to reflect variations in demand for a service

5 Multiple choice questions

  1. 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)
  2. a company retains the product but reduces marketing costs
  3. Integrating the service component of the marketing mix with efforts to influence consumer demand
  4. Use of a name, phrase, design, symbol, or combination of these to identify a product and distinguish it from the competition
  5. desire for the product class rather than for a specific brand, since there are few competitors with the same product

5 True/False questions

  1. Brand equityThe added value that a brand name gives to a product beyond its functional benefits

          

  2. Price elasticityPercentage change in quantity demanded that results from a percentage change in price

          

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

          

  4. 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)

          

  5. gain awarenessprimary marketing objective of the introduction stage
    (one product)