Exam 9: Product Concepts

The Crayola brand is currently placed on a wide variety of products,including crayons (standard and fluorescent colours packaged in a wide variety of box sizes),markers (regular and washable),paints (watercolour and acrylic),scissors,glue,and children's clothing.Using this company as an example,answer the following questions: What is a product item? A product line? A product mix?

Besides labelling and aesthetics,what is the third aspect of packaging that is especially important in international marketing?

A company that wants to market its product globally has only two branding strategies available: either use the brand name everywhere or develop a new brand name for each different market.

George Weston Limited,a Canadian food processing and distribution company,is one of the world's largest producers of breads. -Refer to George Weston Limited.The company owns the Wonder bread brand.When Weston introduced whole grain white bread,which gives kids the bread texture and colour they recognize and love and parents the vitamins they want for their children,what was it an example of?

Varig is famous for her pound cakes,and she credits her success to her use of Robin Hood flour.She will use only Robin Hood flour and will travel to several different stores,if necessary,to find this particular brand.For Varig,flour is a shopping product.

What commonly occurs soon after style modification?

What is the most likely reason that Ford stopped producing the Taurus automobile?

Unsought products can be best described as which of the following?

What is the term for everything,both favourable and unfavourable,that a person receives in an exchange (it can be tangible,intangible,a service,an idea,or a combination of these things)?

James Hardie began selling fibre cement siding products in the United States in 1989 to leading builders,lumberyards,and home improvement centres.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 remodellers 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.By changing the focus of its promotion from the building industry to homeowners who saw their homes as sources of security,warmth,and stability,which type of strategy did Hardie Siding use?

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

James Hardie began selling fibre cement siding products in the United States in 1989 to leading builders,lumberyards,and home improvement centres.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 remodellers 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.Hardieplank siding is an example of which of the following?

You are the product manager for a line of patio furniture manufactured for a company called SeaBreeze Enterprises.Your assignment is to modify the existing products in the product line.Name and describe the three categories of modification options that you could propose to SeaBreeze's management.Give an example under each category of a modification you could make.

Internet sites for manufacturers such as Sherwin-Williams paint,Toyota,and General Electric can provide these businesses with a non-traditional way to do which of the following?

What is the difference between a homogeneous shopping product and a heterogeneous shopping product? Give specific examples of products that fit into each category to help illustrate your answer.

What is a consumer who consistently and repeatedly purchases the same brand said to have?

Ocean Spray is known for cranberry juices.When it added Ocean Spray Craisins (dried sweetened cranberries to be eaten like raisins),that was an example of a product mix extension for the company.

Which type of labels contain standard promotional claims like "new," "improved," and "super"?

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.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 Tre Semme,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.If a marketer looks only at the toiletries division and notes the brands and items within only that division,what part of the product line is he or she analyzing?

Which of the following is identified by the text as one of the major functions of packaging?