Exam 11: Product Concepts, Branding, and Packaging

In which stage of the product life cycle do profits begin to decrease?

Which of the following products is an example of a manufacturer brand?

Component parts usually need to be processed significantly before they are used in production.

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

Barbasol Shaving Cream products come in similar-shaped containers with a nozzle. It always puts its brand name on the container in large white letters with a dark blue background. This is an example of

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.

Suggestive brand names are easier to protect legally than fanciful names.

Haley is a graphic artist who is currently working on the development of a new container for mustard and mayonnaise. She is also developing its graphic design. Haley is likely working on the product's

When are marketers least likely to change a product's design, style, or other attributes?

Shopping products have a ____ inventory turnover and need ____ distribution outlets than convenience goods.

All packaging must at a minimum

Dish Network cut back advertising expenditures to minimum levels and reduced the number of channel members for its industrial satellite product. These actions indicate that its product is in the ____ stage of its life cycle.

Mary works as the purchasing agent for the business department at the local college. One of the staff members has asked her to order a new desk chair because the stuffing is coming out of her old one. Mary approves the purchase, and the school buys the desk chair. The more Mary researched the chair, however, the more impressed she became. Mary suffers from back problems, and this desk chair had a number of adjustment settings and strong cushioning. Mary operates her own small consulting business from her home office in her off-hours. The chair she currently has for her desk in the office is highly uncomfortable. Despite its expense, Mary decides to purchase the chair for her home office. The first purchase is a _____________, and the second purchase is a ____________________.

Explain the difference between brand name and trademarks.

What are the major functions of a label?

Products for which buyers are willing to spend much time comparing stores and brands for differences in prices, product features, and services are called ____ products.

Duncan Hines Brownie Mix has revised its packaging with the words "Real Hershey's Chocolate In the Mix" on its box. This is an example of ____ .

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

Many manufacturers that produce their own brand

When Minute Maid mailed out free samples of its new instant drink mix, it was trying to move prospective customers into the ____ stage of the product adoption process.