Exam 10: Product, Branding, and Packaging Concepts

Hershey Foods Corp. offers a line of candy that includes Kit Kat, Mr. Goodbar, Krackel, Hershey's Kisses, Reese's Peanut Butter Cups, Rolo, and Twizzlers. These candies best illustrate Hershey's product mix

Which of the following should be the least important concern for marketers when selecting a brand name?

Scenario 11.1 Use the following to answer the questions. Gillette shaving razors were first manufactured in 1895. Over the years, Gillette made improvements on their razors offering many "firsts" such as the Mach3, the Sensor, and the Fusion. For many years, women were forced to use razors designed primarily for men, but often marketed to women by offering them in different colors and with minimal modifications. In 1998 Gillette developed the Venus razor, based on the Mach3 but made specifically for women. Gillette promoted the Venus razor heavily, with television ads and other forms of media. The Gillette product line, now owned by Procter & Gamble, continues to introduce new versions of the Venus, such as the Venus Embrace, which has additional blades and other modifications. -Refer to Scenario 11.1. Tasha is shopping for personal care items at her local Target. She walks by one aisle and sees a floor-standing display for the new Venus Embrace. She hadn't thought about buying a new razor, but the display has caught her attention. Which stage of the product adoption process is Tasha most likely in at the present time?

The basic purpose of packaging is to create eye appeal.

What functions do packages perform? Why are packaging considerations important to marketers?

Depending on the length of time it takes them to adopt a new product, people can be divided into five major adopter categories: early adopters, early majority, late majority, laggards, and

____ packaging means that the product is packaged in line with the packaging practices associated with a particular product category.

Private distributor, generic, and manufacturer are the three types of

Sales usually start to decline during the ____ stage of the product life cycle.

Labeling and packaging are closely interrelated.

Dish Network satellite TV cut back advertising expenditures to minimum levels and reduced the number of channel members for its industrial satellite product. These actions indicate that its product is in the ____ stage of its life cycle.

During the introduction stage of a successful product, profits are usually

Discuss the marketing efforts that are likely to be used during the growth stage of the product life cycle.

A service is intangible and is the result of the application of human or mechanical efforts to people or objects.

Buyers want to exert only minimal effort to obtain shopping products.

Brand equity is a customer's favorable attitude toward a specific brand and, depending on strength, some likelihood of consistent purchase of the brand when needs for a product in this product category arise.

A brand name should indicate the product's major benefits.

A distributor of plumbing supplies purchases a desktop computer to aid in inventory control. This computer is an example of which type of business product?

When Sony realized its CD players were in the decline stage, it decided to immediately withdraw all of its marketing support from these declining products, an approach known as

The brands used for co-branding cannot be owned by the same company.