Exam 11: Product Concepts, Branding, and Packaging

Private distributor brands are owned by retailers and do not identify the manufacturer of the product. Which of the following is an example of a private distributor brand?

A unique cap or applicator is an example of secondary-use packaging.

The total product offering consists of three interdependent elements: the core product, its supplemental features, and its symbolic or experiential benefits.

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

To gain customer acceptance, the two brands involved in co-branding must represent a complementary fit in the minds of buyers.

Communicating product benefits to consumers is very important in the introduction stage.

During which stage of the product life cycle are potential buyers initially becoming aware of a product's features, uses, and advantages through marketing?

Identify the major stages of the product life cycle, and explain how industry sales and profits vary across these stages.

A brand name should indicate the product's major benefits.

Per-unit gross margins on convenience products are relatively high.

A co-branded product from Sony and Martha Stewart would likely fail because

Labeling is important for three specific reasons, including promotional and legal reasons. What is the third reason?

Private distributor, generic, and manufacturer are the three types of

Labeling is most important for branding reasons.

Intense price wars are likely to occur during the growth stage of the product life cycle as competitors attempt to gain market share.

You just finished meeting with your boss and he is very upset about the most recent customer survey results for the firm. A majority of the respondents complained about the limited number of product lines your firm offers. Which of following recommendations should you make to your boss?

Old Navy sells only Old Navy-labeled clothing in its retail stores. The Old Navy brand is not sold in any other outlet. Old Navy is a ____ brand.

While Alec's grandfather still prefers using a land line, he just bought his first cell phone. Alec's grandfather is most likely oriented toward the past and is a member of the ____ group.

Brand recognition exists when a customer is aware that the brand exists and views it as an alternative to purchase if the preferred brand is unavailable or if the other available brands are unfamiliar to the customer.

If Ralph Lauren, a designer of fine clothing, authorized Dan River Mills to market a line of sheets under the Ralph Lauren name, this arrangement is an example of