Exam 10: Product, Branding, and Packing Concepts

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?

Depending on the length of time it takes them to adopt a new product, people can be divided into five major adopter categories: early adopters, early majority, late majority, laggards, and

The Carsons are going on a vacation back to Texas. When they lived there, Gwen Carson loved Blue Bell Cookies. Blue Bell is sold only in Texas. She plans to buy two boxes at the first store she visits after they arrive. For Gwen, Blue Bell represents a(n) ____ product.

Jose went skiing one weekend with several of his friends. While at the slope, Jose injured his leg and needed to see a doctor. Jose is likely going to view solutions to his problem as

A brand name used for a product line should be compatible with most of the products in the line.

What is the most protectable brand type as determined by a series of court decisions?

With respect to the major product packaging considerations:

Lindsay stops by the Safeway grocery, her preferred store, on the way home from work. She picks up her usual brand of laundry detergent and orange juice, but she sees that there are no more range-free eggs available. Lindsay is very concerned about the ethical treatment of animals and so she leaves Safeway and goes to another grocery to purchase the range-free eggs. Lindsay's purchase of the laundry detergent and orange juice would most likely be classified as _____ products. Her purchase of the eggs would most likely be classified as ______ products.

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's ____ than an unfamiliar brand.

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

Package characteristics shape buyer impressions of a product during use.

How do sellers benefit from the use of brand names and brand marks?

You are a rising star in the purchasing department at your company and you have recently been promoted to manager for business services procurement. As your title suggests, you will be responsible for purchasing business services for your firm. Which of the following statements is true regarding your new role?

Which of the following best illustrates how a firm can use a symbol to make an intangible product more tangible?

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.

The brands used for co-branding cannot be owned by the same company.

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

The three levels of brand loyalty from strongest to weakest are

The talking gecko used by Geico Insurance facilitates the development of

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