Exam 10: Product Concepts

Kathy is driving Chaz,her young son,home from soccer practice when Chaz say,"Mom,I'm thirsty." Kathy immediately pulls the SUV into the nearest gas station and buys Chaz a Coke.For Kathy,the Coke is best described as an example of buying a _____ product.

Compare and contrast search quality,experience quality,and credence quality.Describe their significance for the marketing of services.

Coca-Cola is one of the world's largest manufacturers of beverages.It makes over 2,800 different beverage products,including sparkling drinks,waters,juices,juice drinks,teas,coffees,sports drinks,and energy drinks.The great variety of beverages made by Coca-Cola represents its product mix.

David and Kathy like to take their young son,Chaz,to Moe's for lunch after church on Sunday.While they like to eat at Moe's anytime,Sunday is particularly good because it's "kids-eat-free" day at Moe's southwestern grill.Until Moe's began the reduced pricing program,Sundays were very slow.Now it is one of the busiest days of the week.This price reduction was a way to contend with the service characteristic of:

Branding has three main purposes: product identification,repeat sales,and new-product sales.

Harrison wanted a gas water heater.He watched newspaper ads until he found one on sale.For Harrison the water heater is a(n)_____ product.

Butterball,a well-known brand of turkey,advertised Ocean Spray cranberry sauce in it's magazine ads and depicted suggested usage with its turkey.This is an example of which type of cobranding?

Which of the following is an example of a product modification?

The brand name of a manufacturer is known as a(n)_____ brand.

Compared to the other classifications of consumer products,shopping products are:

Alice is a very busy person and she hates to spend her time with yard work.She really likes the idea of a synthetic lawn.However,she has never pursued the idea as she has two dogs in her back yard.June does not know that several manufactures make synthetic grass that with an antibacterial agent to minimize odors for pet owners.For Alice,the dog friendly synthetic lawns are a(n)_____ product because she doesn't know the product exists.

What purposes does branding serve?

Mia's new raincoat contains a label that reads "Professional dry clean only." This is an example of a(n)_____label.

Greta,the owner of House Mouse Cleaning Services,must be physically present when she cleans a house or office.The need for her presence as the service is performed is an example of the intangibility of services.

Evan Zimmermann loves watches.He collects vintage Rolex sport models made between 1950 and 1960.He paid $1,500 for his first watch in 2000.Now,the watch is worth $15,000.For Evan,the vintage watches are an example of a(n)_____ product.

Isaac Golding,owner of a tutoring service,has developed a design for his firm that includes an owl wearing large spectacles and carrying a satchel crammed full of books and papers.He plans to use this design on all communications the firm sends out.This design is called the firm's brand name.

Define cobranding and describe the three different types of cobranding.

Explain the differences among the terms brand,brand name,brand mark,trademark,and service mark.

Products can be classified as either business/industrial or consumer products.Explain what distinguishes business products from consumer products and why it is important to understand this distinction.

Cultural traits can make a package design successful in one country and a failure in another.