Exam 10: Product, Branding, and Packaging Concepts

Federal laws and regulations specify information that garments must include on the labels. Garments must be labeled with the country of manufacture, fabric content, and .

When branding is used, each of the firm's products is branded with at least part of the same name.

As Jessica enters Audio Jetz car electronics department, she is asked by the salesperson if she has seen the new plug-in cell phones with coffee-warming app. She answers that she didn't know that this type of app for cars was available. Based on this information, Jessica is currently in the stage of the product adoption process for this item.

Ava, a purchasing agent for Trailsend Transport, plans to buy a carpet from Carpet One Inc. for use in an office area at Trailsend. While discussing the details of the carpet with the sales representative of Carpet One, he informs her that she can see the actual product in one of their retail stores before finalizing the purchase. Ava now decides not only to approve the purchase for the office, but also to purchase some of the same carpet for her home. The first carpet purchased is considered as a business product and the second carpet purchased is considered to be a(n) _____.

What is a product?

Which of the following statements about labeling is false?

Although difficult to measure, brand loyalty represents the value of a brand to an organization.

The core product element of the total product can include installation, delivery, training, and financing.

Scenario 10.4 Use the following to answer the questions. When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the company chose drink boxes that did not need refrigeration. The boxes were only sold in shrink-wrapped sets of six. Single boxes were not available at grocery stores or convenience markets. Once the Silk chocolate product was selling well, they also began offering the Silk Soymilk vanilla flavor in the same type packaging. The Silk Soymilk brand, logo, and look of the boxes were the same as its larger half-gallon versions. The only difference in packaging style was the brown color for chocolate milk and the color white for vanilla. -Refer to Scenario 10.4. Silk Soymilk's strategy of packaging its single-serve boxes of chocolate milk to look like its half-gallon cartons is known as a(n) .

Sales of Schwinn's apartment­sized exercise machine have experienced a steady climb; however, the profits have been negative. The Schwinn exercise machine is most likely in the stage of the product life cycle.

Scenario 10.3 Use the following to answer the questions. The Pillsbury division of General Mills has promoted its baking products through its trade character, the Pillsbury Doughboy, since 1965. He appears in television commercials touting the quality, benefits, and features of the products Pillsbury sells. Each product in the Pillsbury line, such as crescent rolls, pizza dough, biscuits, and cinnamon rolls, includes the Pillsbury name on the package. In addition to the Pillsbury name, the Pillsbury Doughboy also appears on each package, although in different poses. On the Pillsbury website, the Pillsbury Doughboy character is animated and can be seen "dancing". He can be downloaded to your personal computer or used to create your own e-card. -Refer to Scenario 10.3. The Pillsbury branding policy is most likely _.

Discuss the branding policies marketers can use. What are the two policies used by a firm to brand its products?

How do sellers benefit from the use of brand names and brand marks?

is the use of two or more brands on one product.

Brand preference is the strongest form or degree of brand loyalty.

Ryan is on his way to work when he realizes he has a flat tire. He swings into Sam's Club, an auto repair shop, and has a new tire installed. Ryan's purchase of a new tire in this situation is considered to be a(n) .

Package characteristics help to shape buyers' impressions of a product at the time of purchase or during use.

The talking gecko used by Geico Insurance facilitates the development of .

A buyer becomes aware of the product during the evaluation phase of the product adoption process.

Brand equity helps give a brand the power to capture and maintain a consistent market share, which provides stability to an organization's sales volume.