Exam 10: Product, Branding, and Packaging Concepts

A seller's profits peak in the maturity stage of a product's life cycle.

Scenario 10.1 Use the following to answer the questions. Gillette shaving razors were first manufactured in 1895. Over the years, Gillette made improvements on their razors offering many "firsts" such as the Mach3, the Sensor, and the Fusion. For many years, women were forced to use razors designed primarily for men, but often marketed to women by offering them in different colors and with minimal modifications. In 1998, Gillette developed the Venus razor, based on the Mach3 but made specifically for women. Gillette promoted the Venus razor heavily, with television ads and other forms of media. The Gillette product line, now owned by Procter & Gamble, continues to introduce new versions of the Venus, such as the Venus Embrace, which has additional blades and other modifications. -Refer to Scenario 10.1. Tasha is shopping for personal care items at her local Target. She walks by one aisle and sees a floor-standing display for the new Aster Care. She hadn't thought about buying a new razor, but the display has caught her attention. Which stage of the product adoption process is Tasha most likely in, at the present time?

As many products are in the maturity stage of the product life cycle, marketers must know how to deal with these products and be prepared to adjust their marketing strategies.

During the maturity stage, .

The manufacturers of Miracle-Gro have square boxes of the plant food that serve as a flower-pot liner. The customer just puts the box inside the flower pot, fills it with potting soil, and then adds water. The Miracle-Gro chemical is activated by the water and begins feeding the plant. This would be an example of packaging.

Although they become part of a larger product, can often be easily identified and distinguished on the larger product.

Brand names should be different from the company name to avoid confusion.

Consistency among package designs is essential for an organization's product mix.

When Fiat offers to let qualified buyers test drive the new Fiat Doblo Van, the dealer is trying to stimulate the stage of the product adoption process.

Riley usually buys Pantene Shampoo for Colored Hair, however, if that is not in stock, she will buy L'Oréal or Garnier Fructis. Riley's level of brand loyalty can be described as brand .

Marissa, a product manager, thinks her company's InstaCup coffee maker is currently in the growth stage of the product life cycle. If so, the profits for InstaCup coffee maker and the number of competitors are growing.

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 probably increased demand for its single servings by facilitating increased consumption of the product through its practice of packaging.

The production manager of an engineering firm went out and bought a metal cutting machine. The metal cutting machine can best be classified as a(n) .

Business products that are purchased routinely, do not become part of finished goods, and are expense items rather than capital items are known as .

"The people to check with" are the early adopters.

What type of product does Dannon Yogurt represent for most consumers?

Laggards are the last to adopt a new product and usually distrust new products.

When Glidden introduced interior house paint in plastic gallon containers, including a no-drip spout, this was an example of packaging.

Which of the following statements does not apply to convenience goods?

What is co-branding? Explain what makes co-branding effective.