Exam 10: Product Concepts

Alberto Culver Company The Alberto Culver Company manufactures a wide variety of products from hairspray to seasonings.A large number of these products are intended for personal use.The company is divided into three key divisions: toiletries,household,and professional.The toiletries division sells hair care brands such as Alberto VO5,Alberto,and Bold Hold.Additionally,this division handles the FDS line of feminine deodorant products.The household division sells brands such as Mrs.Dash seasonings,Papa Dash salt substitute,Baker's Joy,Sugar Twin,and Static Guard.The professional division sells brands such as Tresemme,TCB,and Indola.Each of the brands listed above contains many individual products with varying formulations,such as the Alberto styling products,which include mousse,gel,spritz,spray-in conditioner,and hairspray. -Refer to Alberto Culver Company.The toiletries,household,and professional divisions compose Alberto Culver's product mix:

Apple Computer Inc.recently dropped the "Computer" from their name to become Apple Inc.This was a part of the company's _____ away from simply being perceived a computer company.

How would a marketer define the term product?

Hardie Siding Products James Hardie began selling fiber cement siding products in the United States in 1989 to leading builders,lumberyards,and home improvement centers.Even though ads guaranteed the product would not rot or crack for 50 years,many builders hated the product.It was heavy to install,and it showed every flaw in a bad framing job.In 1997,Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong,weather-resistant materials.Soon consumers began asking their builders or remodelers to use the product.Trade ads were used to explain how builders could take advantage of the interest created by the ads in lifestyle magazines.By 2000,the Hardieplank was the number one brand siding in North America.James Hardie is now the third most recognized brand of building material in the world. -Refer to Hardie Siding Products.Since all of the siding products sold by Hardie are sold under the Hardie brand name,it is clear that the company uses a _____ strategy.

When Kyla wanted patio furniture,she visited stores that had outdoor furniture,including Home Depot,Lowe's,Target,and Howard Lumber Company to find the set that would look just right on her patio.If Kyla represents a typical patio furniture shopper,you know this product is a(n):

Inez believes makeup is the most important part of her wardrobe.She spends considerable time comparing the prices,skin tones,and color options available at various cosmetics counters in department stores.For Inez,makeup is a convenience product.

Name and describe the two labeling forms.

All sales have an implied warranty under the Uniform Commercial Code.

Rolex watches are very expensive,can only be purchased in high-end jewelry stores located in large metropolitan areas,and most buyers will accept no substitutes.Roles watches are an example of a shopping product.

Which of the following products is most likely to be considered an example of a heterogeneous shopping product?

Wal-Mart sells many health and beauty aid products under the name,Equate.This brand can only be purchase in Wal-Mart stores and is an example of a(n)_____ brand.

Got Milk? Just because consumers live in a big city doesn't mean they can't have fresh milk right from the farm.Many dairy farms,such as Oberweis Dairy and Smith Brothers Farms,offer home delivery of fresh milk,just like in the old days.While some of these services are established and have been around since the 1920s,New York City-based Manhattan Milk started up in 2008.For $20 or more,depending on what is ordered,consumers anywhere in Manhattan can enjoy organic milk,butter,yogurt,and cheese from Pennsylvania Amish farms and eggs from Vermont.Unlike most store-bought milk,theirs is unhomogenized and free from hormones typically given to cows to produce more milk. -Refer to Got Milk? Manhattan Milk has a high _____ quality because its quality can only be assessed after its use.

Choice Homes,Inc. Choice Homes,Inc.,based in Texas,built its reputation by building high-quality new homes,often at prices less than "used" ones.Choice Homes used mass-purchasing power,innovative high-tech communications among employees to coordinate the building process,and other entrepreneurial strategies to hold costs down.Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the "American Dream" of home ownership for the same price as rent.Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-income couples.The Choice Classic name was designed to capitalize on the reputation of Choice Homes,especially for current Choice home owners who are ready to "move up" to a larger home.Recently,Choice Homes started a third line of homes called "Reflections," which are expensive,custom-designed homes located in exclusive,prestigious neighborhoods. -Refer to Choice Homes,Inc.Choice Homes is considering acquiring a mortgage and title company to add to its marketing power in selling homes.This acquisition would expand the firm's:

A(n)_____ brand is one owned by the wholesaler or retailer.

Name and briefly define the four categories of consumer products.For each category,list three specific examples of products that would most likely be classified in that category.

An elementary school teacher purchased a ream of art paper,a box of crayons,and some modeling clay.The teacher intends to use these products in her classroom,so they would be classified as business products.

Unsought products typically are products that:

It is difficult for most of us to talk about mistakes we have made.Unfortunately,for organizations like Consumer Credit Counseling to help you work through your financial issues,you must be willing to honestly discuss your financial condition.In other words,for these organizations to help you must be actually involved in the process of developing your financial plan,which points to the _____ nature of services.

All of the following are benefits from organizing related items into product lines EXCEPT:

A product line is a group of products that are closely related because the: