Exam 10: Product, Branding, and Packaging Concepts

A light bulb can be all of the following except

When a successful brand such as Frito-Lay develops a new product, it will always succeed.

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

The full and legal name of an organization is called the

Nigel is an athlete who plays a variety of sports that all require various athletic shoes. He has a favorable attitude toward Nike shoes. This favorable attitude is called brand

Process materials are used directly in the production of products.

A(n) ____ is a concept, philosophy, or image.

The Anderson Advertising Agency was developing a name for their client's new paper towel product. They finally settled on the name "Soaker." Regarding the factors that marketers consider when selecting a brand name, which one does this best fulfill?

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 firm may decide that all packages should be similar and include one major element of the same design. This approach to promote an overall company image is called

The talking gecko used by GEICO Insurance facilitates the development of

Elizabeth works as the purchasing agent for the business department at the local college. One of the staff members has asked her to order a new desk chair because the stuffing is coming out of her old one. Elizabeth approves the purchase, and the school buys the desk chair. The more Elizabeth researched the chair, however, the more impressed she became. Elizabeth suffers from back problems, and this desk chair had a number of adjustment settings and strong cushioning. Elizabeth operates her own small consulting business from her home office in her off-hours. The chair she currently has for her desk in the office is highly uncomfortable. Despite its expense, Elizabeth decides to purchase the chair for her home office. The first purchase is a _____________, and the second purchase is a ____________________.

Customers use brands to help judge product quality.

Besides generic names, what other types of names are very difficult to protect?

When an organization introduces a new product, people do not all begin the adoption process at the same time, nor do they move through the process at the same speed.

The buyer's intent can determine whether an item is classified as a consumer or a business product.

When Minute Maid mailed out free samples of its new instant drink mix, it was trying to move prospective customers into the ____ stage of the product adoption process.

When are marketers least likely to change a product's design, style, or other attributes?

Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand, will accept no substitute, and is willing to spend a great deal of time and effort to acquire that brand.

____________ are relatively inexpensive, frequently purchased items for which buyers exert only minimal purchasing effort.