Exam 9: Product Concepts

Ever wonder how video game dragons were created? Or ask yourself how the makers of the movie Perfect Storm created and filmed those gigantic waves? The same computers that created these images have also helped design everything from jumbo jets to an ice-cream-bar shape that minimizes melting in the midday sun.And by giving doctors ways to locate tumours with pinpoint precision,these machines are instilling new hope in victims of once-inoperable brain cancer.It's all the work of the most magical computer maker on the planet,Silicon Graphics,Inc.(SGI).From movies to molecular science,interactive TV to hyperactive video games,the digital imagery conjured up by SGI technology is pushing the computer industry into a new dimension-the third one,to be exact.Its engineering workstations and computer servers transform reams of data into 3-D images.In an industry marked by huge hype,SGI is the genuine article-a truly innovative company with clearly unique products. -Refer to Silicon Graphics,Inc.Despite the wide variety of technological applications for the same product,how do customers know their SGI product is fit for the purpose for which it was sold?

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.What do Alberto Culver's toiletries,household,and professional divisions compose?

Which of the following is the best example of a convenience product?

Most people recognize Butterball as a brand of turkey,but Butterball brand is also found on fresh turkey breast cuts;turkey sausages;ground turkey;lunchmeat cold cuts;fresh marinated bone-in,boneless,and whole chicken;frozen chicken products;and Butterball stuffing and gravy mixes. -Refer to Butterball.Which type of branding does Butterball use?

A common Christmas tradition in many households is the Claxton fruitcake.The fruitcake bakery in Claxton,Georgia,makes about 2.7 million kilograms of fruitcake annually and has $12 million in sales.One fruitcake batch weighs 170 kilograms.About 70 percent of that weight is fruits and nuts.A single batch is divided into 34 loaf pans that hold 11 pounds each.Loaves are cooked for 100 minutes at 190 degrees Celcius.The bakery can cook 2700 kilograms at a time.During the baking season (August-December),the bakery uses a tractor-trailer load of raisins daily.The suggested retail price of a 454-gram Claxton fruitcake is $3.69. -Refer to Claxton Fruitcakes.What type of consumer product is the Claxton fruitcake for people who believe it to be an integral part of a merry Christmas?

Cadbury Schweppes produces several different brands of beverages including 7UP,Canada Dry,Dr Pepper,Hawaiian Punch,and Snapple.What is this an example of?

Rights to a trademark exist as long as the mark is used.If a firm does not use it for two years,the trademark is considered abandoned,and a new user can claim exclusive ownership of the mark.

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

According to market research conducted in 2004,Bazooka (a brand of bubble gum)was among the most recognizable brand names in North America even though the gum needed some updating to be competitive in today's market. -Refer to Bazooka.The company's research discovered that children that today50 prefer softer bubble gum and that its Joe character was viewed as an "out-of-date nerd." As a result,Bazooka created a softer gum and updated Bazooka Joe with a backward hat,wilder hair,and ripped jeans.How does Bazooka hope to attract a younger market?

A common Christmas tradition in many households is the Claxton fruitcake.The fruitcake bakery in Claxton,Georgia,makes about 2.7 million kilograms of fruitcake annually and has $12 million in sales.One fruitcake batch weighs 170 kilograms.About 70 percent of that weight is fruits and nuts.A single batch is divided into 34 loaf pans that hold 11 pounds each.Loaves are cooked for 100 minutes at 190 degrees Celcius.The bakery can cook 2700 kilograms at a time.During the baking season (August-December),the bakery uses a tractor-trailer load of raisins daily.The suggested retail price of a 454-gram Claxton fruitcake is $3.69. -Refer to Claxton Fruitcakes.What is a fruitcake baker that packages its cakes in metal cans most likely using its packaging to do?

Tyler wants the Coca-Cola Barbie by Mattel for her birthday.This Mattel product contains items with the Coca-Cola trademark,and Barbie is wearing an outfit in Coca-Cola red and white.Because both brands are receiving equal treatment,what is this most likely an example of?

Callaway & Kirk,a division of Callaway Arts & Entertainment,markets a collection of garden products,home décor,and apparel featuring Miss Spider and her friends,under the Sunny Patch brand name.Which type of branding strategy is this an example of?

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

Which type of products are searched for extensively,do not have acceptable substitutes,may be quite expensive,and often have limited distribution?

Generic products are those brands whose names have become generic and now identify a class or type of product,such as aspirin,cellophane,thermos,or shredded wheat.

Sidney had every reason to believe the antacid he purchased would relieve his stomach problems if he followed the directions on the box.What existed to make him believe this?

The Bay a large retailer,offers a written satisfaction guarantee on all merchandise it sells.In other words,which type of warranty does The Bay give its customers?

How can product mix width be defined?

A warranty is a protection and information device intended to confirm the quality of performance of a good or service.What is the difference between an express warranty and an implied warranty?

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.Since all of the siding products sold by Hardie are sold under the Hardie brand name,it is clear that the company uses which type of strategy?