Exam 10: Product Concepts

When Kirby wanted a gas barbeque for his patio, he visited The Home Depot and Canadian Tire, as well as three other stores that specialize in outside furnishings, in order to find the one with just the features he wanted. If Kirby represents a typical barbeque buyer, which type of good are barbeques?

You are the brand manager for the Fatal Vision (FV) goggles that simulate how the world looks to someone who is seriously intoxicated. The goggles make the user feel dizzy and are used in teen driving courses. The FV goggles wrap around the wearer's face to make sure they distort all areas of vision and come in bright orange to distinguish them from other goggles. The slogan used in the promotion of the goggles asks, "Orange you glad you don't drink and drive?" What aspects of this product qualify for trademark protection?

A product may be defined as everything, both favourable and unfavourable, that a person receives in an exchange.

What is a brand? What is the difference between a brand name, a brand mark, a trademark, and a service mark?

About one out of every two fans sold in North America is The Home Depot's Hampton Bay brand. What type of brand is Hampton Bay?

What is the offering at the heart of an organization's marketing program?

Baked beans, ketchup, and pizzas are all manufactured under the Heinz brand name. What strategy is Heinz using?

Realizing that its product needed a warranty to gain rapid market acceptance, what did the manufacturer of a high-tech system for investigating accidents produce?

Which of the following is one of the functions of universal product codes (UPCs)?

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?

Which of the following statements best describes bar codes?

What commonly occurs soon after style modification?

Name and briefly define the four categories of consumer products. For each category, list three specific examples of products that would most likely be classified in that category.

Car insurance is usually only bought when needed. In addition, it is not actively searched for by consumers, and requires aggressive personal selling and/or highly persuasive advertising. What type of product is car insurance?

How can product mix width be defined?

Chico likes Michelin tires for his bicycle. If he needs new bicycle tires when Michelins are not on sale, he is willing to pay a higher price for Michelin rather than buy some other brand of bicycle tire. Chico could be described as being brand loyal to Michelin.

An integral part of any package is its label. There are two basic labelling strategies. Name and describe each of the two strategies.

List and briefly define the three different types of cobranding.

Heinz is a leading global food manufacturer. It manufactures and markets Farley's (baby food), Linda McCartney Foods (vegetarian meals), and Weight Watchers Foods (diet meals and supplements). The use of these brand names instead of the Heinz name is an example of which type of branding strategy?

YKK is the world's largest manufacturer of sliding fasteners (zippers). It also manufactures optical components and aluminum architectural parts. These products represent YKK's product line.