Chapter 9 Studentfile

Chapter 9 Studentfile - MKTG 2201- INTRODUCTION TO...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
MKTG 2201- INTRODUCTION TO MARKETING Quiz for Chapter 9 Qi Sun
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Chapter 9: Manage the Product 1. The marketing goal for a product in the growth stage of its product life cycle is to ____b____. a. stabilize profit margins b. encourage brand loyalty c. reach peak sales levels d. compete on the basis of price e. maintain market share 2. Which stage in the product life cycle is characterized by rapidly increasing sales and increasing profits? ____c____ a. introduction b. youth c. growth d. maturity e. development 3. A(n) ____b____ is a name, a term, a symbol, or other unique element of a product that identifies one firm's products and sets it apart from the competition. a. patent b. brand c. license d. position e. value proposition 4. Which of the following statements about brand equity is NOT true? ___a___ a. Brand equity means a brand has customer loyalty. b. Brand equity refers to the brand's value to an organization. c. The highest level of brand equity involves establishing product benefits. d. Brand equity gives a firm the power to capture and hold onto a larger share of the market and to sell at prices with higher profit margins. e. Brand equity can provide a competitive advantage. 5. Another name for a store brand is a ____b____. a. national brand b. private-label brand c. generic brand d. manufacturer brand e. licensed brand 6. In a competition between _____b___ and ________ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, what prices will be charged, and which products will be featured in local print promotions. a. national; manufacturer b. national; private-label c. store; private-label
Background image of page 2
d. national; licensed e. manufacturer; licensed 7. ___b_____ is an agreement between two brands to work together in marketing a new product. a. Manufacturer branding b. Cobranding c. Franchising d. Family branding e. Aggregated branding 8. In recent years, environmental responsibility has become a significant ____c____ concern. a. branding b. licensing c. packaging d. product line length e. product mix depth 9. In a competition between _____b___ and ________ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, what prices will be charged, and which products will be featured in local print promotions. a. national; manufacturer b. national; private-label c. store; private-label d. national; licensed e. manufacturer; licensed 10. Mercedes was able to successfully introduce its C-Class car at $30,000 without injuring its ability to sell other Mercedes cars for $100,000 or more. Mercedes implemented a(n)
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 01/14/2012 for the course MKTG 2201 taught by Professor Jm during the Fall '10 term at Northeastern.

Page1 / 7

Chapter 9 Studentfile - MKTG 2201- INTRODUCTION TO...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online