ML Inter, Unit 1 - Brands

Multiple Choice

expensive, high-quality, appealing to the luxury end of the market

• market

• upmarket

• downmarket

• supermarket

Multiple Choice

durable

• trustworthy

• something that doesn't go out of fashion

• able to last; strong

• complex

Fill in the Blank

consistent preference for one brand over all others

Multiple Choice

the consumers' beliefs about the company and/or its goods or services

often in terms of quality, price, and value

• brand loyalty

• brand image

• brand stretching

• brand awareness

Multiple Choice

using an existing name on another type of product

• brand loyalty

• brand image

• brand stretching

• brand awareness

Fill in the Blank

measures how many consumers in a market are familiar with the brand and what it stands for

Multiple Choice

BRAND NAME IS that part of a brand that can be spoken,

including letters, words, and numbers

• TRUE

• FALSE

Multiple Choice

the introduction of a product to the market

• Product lounge

• Product lunch

• Product launch

Multiple Choice

the set of products made by a company

• Product arange

• Product range

• Product rank

Multiple Choice

Product Endorsement means... stages a product goes through from concept and use to eventual withdrawal from the market place.

• TRUE

• FALSE

Multiple Choice

the use of a well-known person to advertise products

• Product

  placement

• Product endorsement

• Product

  lifecycle

• Product

  range

Multiple Choice

a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs

• Market leader

• Market share

• Market segment

• Market research

Multiple Choice

Market Leader means...

• the firm in an industry with the largest market share

• a company's product sales as a percentage of total sales for that industry

• the second best-selling product or brand in a market

Multiple Choice

Market Challenger is... the second best-selling product or brand in a market

• TRUE

• FALSE