ch_9 _ 10_11_intro marketing

are the costs that vary with the level of production: Packaging,Raw materials

When managing brands, the brand’s _______must be continuously communicated to consumers.

is the introducton of the new product:

Brand strategy decisions include:

Are additional brands introduced in the same product category.

Which of the following are false...

offers the right combination of quality and good service to fair price.

The 3 major pricing strategies are

A good name can add greatly to a product’s success- desirable qualities of a brand name are:

A detailed version of the idea stated in meaningful consumer terms.

The market consists of one seller.

uses the buyers’ perceptions of value, not the sellers’ cost, as the key to pricing

involves breaking the price into: Fixed fee Variable usage fee

occurs when sellers consider the psychology of prices and not simply the economics.

sets a low initial price in order to attract a large number of buyers and a large market share.

During the idea generation phase; R-W-W screening framework refers to ;

are the costs that don't vary with production or sales level: Rent,Heat Interest, Exec salaries

Is a strategy with high initial prices to skim maximum revenues

involves charging a constant everyday low price with few or no temporary price discounts.

refers to testng new-product concepts with groups of target consumers.

price elasticity of demand illustrates the response of demand to a change in price-formula

ch_11_the only element in the marketing mix that produces revenue;

combines several products at a reduced price.

the market consists of many buyers and sellers who trade over a range of prices.

A temporary period of unusually high sales driven by brand popularity & consumer enthusiasm

products sold below cost to attract customers

ch 10-idea generation is

the ability to escape price competition and to justify higher prices w/out losing market share.

involves products that must be used along with the main product.

involves extending an existing brand name to new product categories.

_____ seeking customers have put increased pressure on many companies

Internal and External Consideration Affecting Price Decisions

ch10-Refers to buying of a company, a patent, or a license to produce someone else’s product.

ch10-refers to original products, improvements, modificatons, and new brands developed

product life cycle strategies include

ch10-reasons new products fail

involves a review of the sales, costs, and profit projections

The customers _________of the product’s value set the ceiling for prices.