Exam 10: Product, Branding, and Packaging Concepts

A service is intangible and is the result of the application of human or mechanical efforts to people or objects.

Packaging is a neglected component of a marketing strategy.

Another common name for a private distributor brand is a brand.

Which of the following laws was enacted by Congress in 1988 to strengthen trademark protection?

What steps should a marketer take to protect a brand name from use by others?

The per-unit gross margin percentage on convenience goods is usually fairly high because they are low-priced items.

Registration of a brand with the U.S. Patent and Trademark Office provides a firm with worldwide rights to use that brand for a specified time period.

An individual considers whether a product will meet certain criteria that are critical for meeting his or her needs. The individual is in the stage of the product adoption process.

The Carsons are going on a vacation back to Texas. When they lived there, Gwen Carson loved Blue Bell Cookies. Blue Bell is sold only in Texas. She plans to buy two boxes at the first store she visits after they arrive. For Gwen, Blue Bell represents a(n) product.

iPod is the of the MP3 player made by Apple, Inc.

MADD (Mothers Against Drunk Driving) is a nonprofit organization that primarily markets .

The two major product categories are business and institutional.

Packages designed to appeal to children often use .

A generic brand indicates only the product category.

Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality, and brand associations.

Achieving greater market penetration is a typical business goal during the stage of the product life cycle.

Labeling is most important for branding reasons.

Trying to link a motorcycle brand like Harley-Davidson to a food brand like Healthy Choice would be considered a poor decision in .

The term "cultural branding" describes how a brand conveys a powerful myth that consumers find useful in cementing their identities.

Services, repair works, and prices may be important considerations in a consumer's decision when purchasing a particular shopping product.