Exam 10: Product Concepts

Nestlé When consumers think of Nestlé,they probably think of chocolate.Historically,though,Nestlé's confectionary business is its weakest area.Based in Switzerland,it is the world's largest food company,with a brand arsenal of Nescafé,Jenny Craig,Perrier,Purina,and PowerBar,just to name a few of its 30 product lines.Nestlé is hoping to become the "world's leading health,nutrition,and wellness firm" by spending billions of dollars on research and development of functional foods--foods that have pharmaceutical-like capabilities to enhance energy and heart,bone,gut,and other health.Nestlé wants consumers to see chocolate as a pharmaceutical product rather than just a treat.Part of this new focus includes streamlining the product mix by selling underperforming items or lines that do not fit its new direction.Critics claim that this new focus could hurt the company's existing brands if the new products fail.Additionally,it may be an uphill battle convincing consumers that a company known for indulgence is now a wellness company. -Refer to Nestlé.Some of Nestlé's products include bottled water,candy,and coffee,which would be classified as what type of consumer products?

Which type of consumer product requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores?

A small chain of supermarkets in the western United States sells only manufacturers' brands.Which of the following is one of the arguments you could use to dissuade the supermarket chain owner from selling only manufacturers' brands?

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.

Janet will only purchase Crate and Barrel products for her home.The products are expensive,but Janet feels they have the highest quality and will last a very long time.These products represent _____ products.

A _____ is a legal term indicating the owner's exclusive right to use a brand name or part of a brand.

Kellogg's,Hanes,and General Electric are examples of a manufacturer's brand.

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

Which of the following statements describes an advantage to retailers associated with developing their own brands?

Trademark protection and rights only lasts for five years.

Along with its Macintosh computer line,Apple markets its iPod,iPhone,and AppleTV products.This is an abbreviated listing of the company's:

The statement on a toothpaste box that brushing twice a day with the paste will remove 90 percent of all tartar from the user's teeth is an example of a(n):

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

Amy stopped by the grocery store to pick up a gallon of milk.As she was waiting to check out,she noticed that People Magazine had an interesting cover story about Scarlett Johansson.As Amy is a huge fan of Scarlett,she had to buy a copy.In this example,the People Magazine is an example of a(n)_____ product.

Jennifer purchased Cascade 2in1 ActionPacs for her dishwasher.The packaging said the product combines the scrubbing power of Cascade with the grease-fighting power of Dawn dishwashing detergent.What type of co-branding does this product represent?

Distinguish between manufacturer's brands and private brands.From the reseller's perspective,what are they key advantages of carrying each type of brand?

Compare and contrast an express warranty and an implied warranty.

A go-cart manufacturer recently added shock absorbers to make the ride in its go-carts smoother.It has not changed its prices.This is a(n)_____ modification.

Over the years Cadillac has become to be thought of as "your grandparent's car." The new Cadillac ads showing a beautiful young woman driving a Cadillac along with the statement,"When you turn your car on,does it turn you on?" This is an example of marketing designed to help _____ Cadillac as a car for today's younger driver.

Labels that contain standard promotional claims like "new," "improved," and "super" are examples of _____ labels.