Exam 11: Product Concepts, Branding, and Packaging

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

Many brand names have become so common that they are now generic terms for a particular product category. Which of the following is the best example of this?

The width of a product mix is measured by the number of product

Millward Brown ranks the world's top 100 brands. Apple tops the list at nearly $250 billion. In terms of revenue, however, Walmart dwarfs Apple. Apple earned $233 billion in revenue, while Walmart earned $482 billion. While Walmart has higher revenues, Apple has greater

In the packaging for a new line of beef jerky, Hormel should avoid the use of ____ in its packaging.

Profits decline in the maturity stage, largely because of increased competition.

Early adopters are the first group of consumers to adopt a new product.

The metal used to construct the body of a bicycle would be _________________. The bicycle seat would be a __________________.

Which of the following stages of the product life cycle is likely to see dealers offered promotional assistance from the producer?

Procter & Gamble has a wider product mix than does Baskin Robbins.

The Cool Whip container is an example of a secondary-use package.

Brand equity helps give a brand the power to capture and maintain a consistent market share, which provides stability to an organization's sales volume.

Which of the following types of products would be the most difficult to brand?

When an individual considers whether a product will meet certain criteria that are critical for meeting his or her needs, in what stage of the product adoption process is this individual?

Besides generic names, what other types of names are very difficult to protect?

Many products are in the maturity stage of the product life cycle.

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

A red-and-white label on a soup can is an example of innovative packaging.

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

Nathan recently purchased a floor lamp from IKEa. The floor lamp came in a compact cardboard box and assembly was required. This is an example of ____ packaging.