Exam 10: Product, Branding, and Packaging Concepts

A Sony laptop that has an "Intel" logo on its keyboard is an example of .

The stage in the product life cycle is critical to a product's survival because competitive reactions to the product's success during this period will affect the product's life expectancy.

Compared to an unfamiliar brand, a familiar brand is more likely to be selected by a customer because it is often viewed as reliable and of an acceptable quality.

Convenience products are .

Family branding occurs when all of a firm's products are branded with all or part of the same name.

When a customer is aware that a brand exists and considers it a possibility if his preferred brand is out, he exhibits brand _.

To make intangible products more tangible or real to the consumer, marketers often .

A brand type is considered the least protectable under existing trademark regulations.

In a brand licensing arrangement, the licensee is responsible for .

Gorton's sells Gorton's Fish Sticks, Gorton's Fish Fillets, and Gorton Grilled Fish. This is an example of .

Marketers may use brand names that have absolutely no meaning to avoid negative connotations.

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. If Silk Soymilk were to begin offering Silk Soymilk Chocolate Ice Cream Bars, this would be an example of .

Twin-packs and six-packs are examples of .

The depth of a product mix is measured by the average number of product types in a product line.

When an organization introduces a new product, people do not begin the adoption process at the same time, nor do they move through the process at the same speed.

Individual-sized boxes and packages that do not require refrigeration are both benefits of the function of packaging.

Co-branding capitalizes on the trust that customers have in both companies involved.

In marketing, family packaging means .

Discuss some of the issues a marketer should consider when marketing a shopping product.

Brunswick's bowling balls, bowling bags, and shoes are individual product for this sporting goods manufacturer.