Exam 10: Product Concepts

Why is creation of a product the starting point for the marketing mix?

Which type of product modification is an aesthetic product change?

Procter & Gamble manufactures Tide laundry detergent,the best-selling brand in the United States.But is also offers Tide to Go,which is a stick product consumers can use to clean a spot on their clothing between washings,and small travel packets of Tide detergent.These other products are part of Tide's product line:

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.After developing these new,functional products,Nestlé will have to change consumers' perceptions of its brands because it is known for indulgence,not wellness.Nestlé will have to _____ itself.

Changing one or more of a product's characteristics is called:

Devore loves southern-style cooking and always buys Glory Foods brand of collard greens,black eyed peas,and hot sauces.In fact,she refuses to purchase any other brand because Glory Foods products taste just like her grandmother's cooking.Devore is showing intense brand loyalty.

When Honda automobiles first entered the U.S.market,they were small and not very durable.However,over the years,Honda has modified its automobiles to be one of the most dependable cars on the market.This change in dependability and durability is representative of which type of product modification?

Target stores sell many premium foods under the name Archer Farms.This brand can only be purchased in Target stores and is an example of a(n)_____ brand.

There are many cell phones on the market,and they vary so much on price,quality,and features that consumers often have trouble comparing them.A cell phone would probably be considered a _____ product.

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):

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 of siding in North America.James Hardie is now the third most recognized brand of building material in the world. -Refer to Hardie Siding Products.James Hardie now makes multiple types of fiber cement siding products.There are different widths,textures,and profiles.The different types of siding the company makes are called its product:

The Focus and Fiesta lines use a single platform for each worldwide market.How does that benefit these product lines?

When Proctor & Gamble removed potentially dangerous dyes and chemicals from its Tide detergent product and introduced Tide Free,the company was making a(n):

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

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.

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

Rosa's husband Phil has a cold.Rosa went to the store to buy something that would help Phil sleep.Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapor rub.The package showed both the Breathe Right and the Vicks brand names.This is an example of _____ branding.

Which of the following entails placing two or more brand names on a product or its package?

According to recent market research,Google is one of the most valuable brands in the world.According to this research,the company and its well-known name are worth about $100 billion.This research indicates that Google has a high:

Convenience products,though inexpensive,still require considerable shopping effort by buyers.