marketing ch.11

Question 1

Primary demand

Answer 1

the desire for hte product class rather than for a specific brand

Question 2

selective demand

Answer 2

the preference for a specific brand

Question 3

skimming

Answer 3

high prices to attract competitors

Question 4

penetration pricing

Answer 4

low prices to discourage competitive entry

Question 5

growth stage

Answer 5

increases in sales

Question 6

maturity stage

Answer 6

slowing of total sales

Question 7

decline stage

Answer 7

sales drop

Question 8

Deletion

Answer 8

dropping the product from the company’s product line

Question 9

Harvesting

Answer 9

when a company retains the product but reduces marketing costs

Question 10

High learning product

Answer 10

• one where significant consumer learning is required has extended introductory period

Question 11

Low learning products

Answer 11

shortened introductory period

Question 12

Fashion produc

Answer 12

introduced, decline the seem to return.

Question 13

Fad

Answer 13

experiences rapid sales in intro then rapid decline

Question 14

Product class

Answer 14

refers to entire product category/industry

Question 15

Product form

Answer 15

variations within the product class

Question 16

Diffusion of innovation

Answer 16

product diffuses or spreads through the population

Question 17

Product Modification-

Answer 17

involves altering one or more of a products characteristics such as quality performance or appearance to increase the products value to increase sales.

Question 18

Market Modification

Answer 18

a company tries to find new customers, increase a products use among existing customers or create new use situations

Question 19

Repositioning the Product

Answer 19

changes the place a product occupies in a consumers mind relative to competitive products.

Question 20

Trading up

Answer 20

involves adding value to the product through additional features or higher quality materials.

Question 21

Branding

Answer 21

uses a name/phrase/design/symbols to identify its products and distinguish from competitors

Question 22

Brand Name

Answer 22

any word, device used to distinguish a sellers goods/services

Question 23

Trade Name

Answer 23

commercial/legal name under which company DBA

Question 24

Brand personality

Answer 24

set of human characteristics associated with brand name

Question 25

Brand Equity

Answer 25

the added value a brand names gives a product

Question 26

Brand licensing

Answer 26

contractual agreement whereby one company allows its brand names/trademarks to be used with products/services offered by another company for a fee.

Question 27

Multiproduct Branding

Answer 27

company uses one name for all its products within a product class. “family branding” “corporate branding” (ex. Microsoft, GE)

Question 28

Subbranding

Answer 28

combines corporate/family brand with a new brand . (G2)

Question 29

Co-branding

Answer 29

the pairing of two brand names

Question 30

Multibranding Strategy

Answer 30

involves giving each product a distinct name. Good when each good is for a different segment.

Question 31

Fighting brands

Answer 31

used as defensive moves to confront competitors brands

Question 32

Private Branding Strategy

Answer 32

manufacturers products but sells them under the brand name of a wholesaler/retailer. (items at RadioShack)

Question 33

Mixed Braning Strategy

Answer 33

where a firm markets product under its own name and that of a resaler because the two segments are different.