Exam 10: Product, Branding, and Packaging Concepts

Many products never get beyond the introduction stage.

Discuss the issues marketers should consider when selecting a brand name. Give specific examples.

The two major product categories are business and institutional.

The depth of a product mix is measured by the average number of product types in a product line.

Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality, and brand associations.

The three levels of brand loyalty from strongest to weakest are

The spray bottle for Windex Glass Cleaner could be considered a secondary-use package because

Marketers may use brand names that have absolutely no meaning to avoid negative connotations.

A light bulb can be considered all of the following except

Which stage of the product life cycle is characterized by intense competition?

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. Shaving razors fall into which of the following classification of consumer products?

Business products are classified into the following seven categories according to characteristics and intended uses: raw materials, installations, accessory equipment, component parts, process materials, business services, and

The producers of Schick razor blades use a marketing strategy that includes large advertising expenditures and more price flexibility for the various types of blades offered. Based on this example, razor blades are in the ____ stage of the product life cycle.

Sellers can sometimes prolong a product's life cycle.

The instruction "Refrigerate after opening" on a salad dressing label is an example of the descriptive function of labeling.

Products used directly in the production of a final product but are not easily identifiable are categorized as

Nathan recently purchased a floor lamp from Wal-Mart. The floor lamp came in a compact cardboard box and assembly was required. This is an example of ____ packaging.

A business can justify keeping a product as long as it contributes to profits or enhances the effectiveness of a product mix.

A package can be used to attract customers' attention.

One company markets such diverse products as Rosarita Mexican foods, Max Factor cosmetics, and Samsonite luggage. These various offerings exhibit this firm's product mix