Exam 10: Product Concepts

Brand names such as Kleenex, UPS, Sony, Chevrolet, and Kellogg's are likely to have more brand equity than brand names like Viking, Zojirushi, Shimano, and Thule.

There are a number of detergents marketed under the Tide brand including detergent with and without fabric softener, with and without bleach, with various pleasing smells, and fragrance-free. What is the large variety of detergents marketed under the Tide brand an example of?

Scenario 10-1 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 the scenario. When considered as one whole group, what are Butterball's products collectively known as?

Which of the following products is most likely to be considered an example of a heterogeneous shopping product?

When Alec picked up the candy bar, he automatically looked to see its fat content. The information Alec looked for was contained in an informational label.

Scenario 10-3 Choice Homes Inc. built its reputation by building high-quality new homes, often at prices less than "used" ones. Choice Homes used mass-purchasing power, innovative high-tech communications among employees to coordinate the building process, and other entrepreneurial strategies to hold costs down. Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the dream of home ownership for the same price as rent. Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-income couples. The Choice Classic name was designed to capitalize on the reputation of Choice Homes, especially for current Choice home owners who are ready to move up to a larger home. Recently, Choice Homes started a third line of homes called "Reflections," which are expensive, custom-designed homes located in exclusive, prestigious neighbourhoods. -Refer the scenario. What do the three different brands of homes (Choice, Choice Classic, and Reflections) represent for the firm?

Fruit of the Loom is a brand name for underwear, t-shirts and sleep pants. People often refer to Fruit of the Loom as if it were the product name. What might the brand name someday become?

How would a marketer define the term product?

A majority of Mercedes Benz's vehicles are sold outside of Germany. With this in mind, which term refers to brands where at least 20 percent of the product is sold outside the home country?

Due to the fact the Honda Insight (a hybrid car) has never caught on with buyers, Honda decided to stop manufacturing the car in 2006. This will allow Honda to concentrate its resources on more profitable vehicles. Which of the following terms best describes this?

Scenario 10-3 Choice Homes Inc. built its reputation by building high-quality new homes, often at prices less than "used" ones. Choice Homes used mass-purchasing power, innovative high-tech communications among employees to coordinate the building process, and other entrepreneurial strategies to hold costs down. Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the dream of home ownership for the same price as rent. Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-income couples. The Choice Classic name was designed to capitalize on the reputation of Choice Homes, especially for current Choice home owners who are ready to move up to a larger home. Recently, Choice Homes started a third line of homes called "Reflections," which are expensive, custom-designed homes located in exclusive, prestigious neighbourhoods. -Refer to the scenario. Kurt McKinney has just received a large inheritance and wants to have his "dream" home built. He knows exactly the architectural design he wants. He wants a particular Reflections home. How is the type of consumer product he wishes to buy best classified?

Scenario 10-3 Choice Homes Inc. built its reputation by building high-quality new homes, often at prices less than "used" ones. Choice Homes used mass-purchasing power, innovative high-tech communications among employees to coordinate the building process, and other entrepreneurial strategies to hold costs down. Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the dream of home ownership for the same price as rent. Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-income couples. The Choice Classic name was designed to capitalize on the reputation of Choice Homes, especially for current Choice home owners who are ready to move up to a larger home. Recently, Choice Homes started a third line of homes called "Reflections," which are expensive, custom-designed homes located in exclusive, prestigious neighbourhoods. -Refer to the scenario. Choice Homes is considering acquiring a mortgage company to add to its marketing power in selling homes. What would this acquisition expand?

When the manufacturer of French's classic yellow mustard introduced French's Dijon Mustard, French's Honey Mustard, and French's Sweet Onion Mustard, it was an example of cobranding.

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.

Chef's Catalogue built its reputation on selling the highest-quality baking ingredients. The catalogue retailer has added a line of fine kitchen tools and wants its customers to think of the retailer as a place to buy everything needed to bake the finest breads and desserts-not just for buying the ingredients. The marketing term for changing consumers' perceptions of the Chef's Catalogue is segmentation.

Rosa's husband Phil has a cold. Rosa went to the store to buy something that would help Phil sleep. Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapour rub. The package showed both the Breathe Right and the Vicks brand names. Which type of branding is this an example of?

A warranty does not confirm the quality or performance of a good or service.

Scenario 10-3 Choice Homes Inc. built its reputation by building high-quality new homes, often at prices less than "used" ones. Choice Homes used mass-purchasing power, innovative high-tech communications among employees to coordinate the building process, and other entrepreneurial strategies to hold costs down. Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the dream of home ownership for the same price as rent. Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-income couples. The Choice Classic name was designed to capitalize on the reputation of Choice Homes, especially for current Choice home owners who are ready to move up to a larger home. Recently, Choice Homes started a third line of homes called "Reflections," which are expensive, custom-designed homes located in exclusive, prestigious neighbourhoods. -Refer to the scenario. Choice Homes is considering the development of a new category of small homes designed to replace low-income housing in the inner city. What does this strategy represent?

What is the term for the part of the brand that can be spoken?

Scenario 10-1 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 the scenario. Which type of branding does Butterball use?