Exam 10: Product, Branding, and Packaging Concepts

Per-unit gross margins on convenience products are relatively high.

Hershey Foods Corp. offers a line of candy that includes Kit Kat, Mr. Goodbar, Krackel, Hershey's Kisses, Reese's Peanut Butter Cups, Rolo, and Twizzlers. These candies best illustrate Hershey's product mix .

As Lisa eats her morning bowl of Golden Grahams cereal, she reads about the calories, fats, carbohydrates, and vitamins she is ingesting. This information is required by the .

Accessory equipment becomes a part of the finished product.

The label on a window air conditioner reads "uses up to 20% less energy." For what reason is this phrase most likely used?

Elements that help create brand equity include all of the following except brand _.

Shannon Hill needed to buy an airline ticket to visit her parents. She went to several websites to compare rates and chose a flight on Southwest Air Lines because, for a similar price to other airlines, it had a better reputation for service. For Shannon, this flight is an example of which type of product?

Products for which buyers are willing to spend much time comparing stores and brands for differences in prices, product features, and services are called products.

When Jiffy-Pop packaged its popcorn in an aluminum skillet, complete with attachable handle, it designed the package to become the cooking utensil. After cooking, the handle was removed and the package became the popcorn bowl. Jiffy­Pop's popcorn in this case is an example of packaging.

The width of a product mix is measured by the number of product .

The most important function of packaging is to .

Scenario 10.2 Use the following to answer the questions. Traveler is a bus line operating in the Northeast and Midwestern United States, plus in Canada. It offers travelers a cheap alternative to driving and flying between large cities, keeping the fares extremely low yet offering the latest technology. Unlike the traditional StarTravel Lines, Traveler is an express service, and is equipped with Wi-Fi, video screens, headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally, Traveler picks up and drops off people in the centers of cities rather than at inconveniently-located terminals. Patrons can book tickets at Traveler.com, where some fares begin at just $1. Routes are limited, and are offered out of cities such as Toronto, New York, Baltimore, Philadelphia, and Chicago. Recently, its competitor StarTravel, has launched two new bus lines, Pathfinder and Mestra, with similar fares and high-tech amenities. A fare on Mestra bus from Buffalo, NY to New York City is $50.00 roundtrip, while the same fare through Greyhound's traditional bus line costs $92.00. The benefit of StarTravel's traditional line is that there are more departure times and more stops in smaller towns along the way. -Refer to Scenario 10.2. When StarTravel launched the Pathfinder and Mestra bus lines, this is an example of _____.

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand .

Private distributor brands are owned by .

Weyerhaeuser is evaluating its complete product mix. It wishes to decrease some of its marketing expenditures and streamline its product offerings. Weyerhaeuser will most likely look at products in the stage of the product life cycle as possibilities for elimination.

Products are classified as being business or consumer products according to the .

Discuss the dimensions of a product mix.

Registration of a trademark with the U.S. Patent and Trademark Office protects trademarks domestically for years with indefinite renewals.

Which of the following is the most protectable brand type as determined by a series of court decisions?

The sales curve peaks in a product's maturity stage.