Exam 11: Product Concepts, Branding, and Packaging

A product item is best described as a

A firm may decide that all packages should be similar and include one major element of the same design. This approach to promote an overall company image is called

Package characteristics shape buyer impressions of a product during use.

Scenario 11.2 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 of 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 color brown for chocolate milk and the color white for vanilla. Refer to Scenario 11.2. Which of the following is not a function of the packaging strategy chosen by Silk Soymilk?

Millie's Cookie House sells cookies, pastries, and muffins. She offers 30 different types of cookies, 20 different types of pastries, and 10 types of muffins. While not all of these are available in-store, customers can special order or have the baked goods catered. The depth of the product mix that Millie's offers is ______________, while the width of the product mix is ___________________.

A major advantage of using individual branding is that

A product line includes a group of closely related product items that are considered to be a unit because of marketing, technical, or end-use considerations.

Desirable product images can be created through the use of colors, design, shapes, and textures in packaging.

As Jessica enters Audio Jetz car electronics department, she is asked by the salesperson if she has seen the new plug-in cell phones with coffee-warming app. She answers that she didn't know that this type of app for cars was available. Based on this information, she is now in what stage of the product adoption process for this item?

The major characteristic of a private brand is that

Identify and describe the major categories of business products.

Facilities, factories, and production lines with very large equipment are all classified as

The well-known brand AT&T (American Telephone and Telegraph) would most likely be classified as

Which of the following is least protectable to most protectable for brand types, as determined by a series of court decisions?

Sears Kenmore is an example of a manufacturer brand.

McDonald's golden arches are a classic example of a

Promotion decreases in importance during a product's decline stage.

Scenario 11.1 Use the following to answer the questions. Megabus is a bus line operating in the Northeast and Midwestern United States, plus in Canada. It offers travelers a cheap alternative to driving and flying between large cities, keeping the fares extremely low yet offering the latest technology. Unlike the traditional Greyhound bus line, Megabus is an express service, and is equipped with Wi-Fi, video screens, headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally, Megabus picks up and drops off people in the centers of cities rather than at inconveniently-located terminals. Patrons can book tickets at Megabus.com, where some fares begin at just $1. Routes are limited, and are offered out of cities such as Toronto, New York, Baltimore, Philadelphia, and Chicago. Recently, its competitor Greyhound has launched two new bus lines, BoltBus and NeOn, with similar fares and high-tech amenities. A fare on a NeOn bus from Buffalo, New York, to New York City is $50.00 round trip, while the same fare through Greyhound's traditional bus line costs $92.00. The benefit of Greyhound's traditional line is that there are more departure times and more stops in smaller towns along the way. Refer to Scenario 11.1. The closest competitor for Megabus is Greyhound. Greyhound has been in business for many years, offering basic transportation services, until the introduction of their new BoldBus and NeOn. Even though both companies are in the bus transportation business, Greyhound is most likely in the ____ stage of the product life cycle, while Megabus is in the _____ stage.

Aggressive pricing is typical during the ____ stage of the product life cycle.

Explain the major stages of the product adoption process.