Exam 10: Product, Branding, and Packaging Concepts

Shannon Hill needed to buy an airline ticket to visit her parents. She called several airlines to compare rates and chose a flight on Southwest Air Lines because, for comparable prices, it had a better reputation for service. For Shannon, this flight is an example of which type of product?

Discuss the dimensions of a product mix.

A secondary-use package is defined as one that

One of the most common reasons new products fail is because of a company's failure to match product offerings to customer needs.

In the awareness stage of the product adoption process, the buyer seeks information about the product.

Products for which buyers are willing to spend much time comparing stores and brands for differences in prices, product features, and services are called ____ products.

If Ralph Lauren, a designer of fine clothing, authorized Dan River Mills to market a line of sheets under the Ralph Lauren name¾this arrangement is an example of

Sales peak in a product's maturity stage.

The Cool Whip container is an example of a secondary-use package.

Which of the following is not a stage in the buyer's product adoption process?

Profits decline in the maturity stage, largely because of increased competition.

A product line includes a group of closely related product items that are considered to be a unit because of marketing, technical, or end-use considerations.

An individual moves into the adoption stage of the adoption process at the point when he or she

The part of a brand that can be spoken including letters, numbers, and words is the

Nick Arnold's Auto Towing Service would best be described as a(n) ____ product.

A product need not be a physical product.

An agreement in which one company allows another to use its brand on other products for a fee is called

Price cuts are typical in a product's growth stage.

Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.

The Carsons are going on a vacation back to Texas. When they lived there, Gwen Carson loved Blue Bell Cookies. Blue Bell is sold only in Texas. She plans to buy two boxes at the first store she visits after they arrive. For Gwen, Blue Bell represents a(n) ____ product.