Exam 10: Product, Branding, and Packaging Concepts

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. Casey is searching the website of Traveler.com for the schedule and fares of a trip between Buffalo, NY and New York City. Casey is most likely in the stage of the product adoption process.

Joe is an athlete who plays a variety of sports that require various athletic shoes. He has a favorable attitude toward Nike shoes. This favorable attitude is called brand .

Lindsay stops by the Safeway grocery, her preferred store, on her way home from work. She picks up her usual brand of laundry detergent and orange juice, but she sees that there are no more range-free eggs available. Lindsay is very concerned about the ethical treatment of animals and so she leaves Safeway and goes to another grocery to purchase the range­free eggs. Lindsay's purchase of the eggs would most likely be classified as products.

The spray bottle for Windex Glass Cleaner could be considered a secondary use package because .

Recently, buyers have shown an unwillingness to pay more for improved packaging.

Distinguish between consumer products and business products.

Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand, will accept no substitute, and is willing to spend a great deal of time and effort to acquire that brand.

What is brand equity, and what are the major elements that underlie brand equity?

Grand Resorts Hawaii has just celebrated its first profit since the opening, two years ago. Grand Resorts Hawaii is most likely in the stage of the product life cycle.

Use of the product is the most important means of distinguishing consumer products from business products.

Sara Lee Corporation manufactures desserts, breads, pantyhose, meats, and a variety of other products. These products make up Sara Lee's product .

A major advantage of using individual branding is that .

Brand equity is a customer's favorable attitude toward a specific brand.

Many products never get beyond the introduction stage.

What are the factors that marketers should consider while selecting a brand name?

An individual moves into the adoption stage of the adoption process at the point when he or she .

The depth of a product mix is measured by the average number of:

The three levels of brand loyalty from the strongest to the weakest are .

The atmosphere and décor of a retail store, the variety and depth of product choices, the customer support, even the sounds and smells all contribute to the experiential element of its total product.

Multiple packaging is .