Exam 10: Product, Branding, and Packaging Concepts

William Wilson is an avid collector of Major League Baseball memorabilia. He greatly desires to own the "special" bat that got the slugger Sammy Sosa a seven-game suspension due to its illegal contents. This is an example of a(n) ____ product.

The depth of product mixis measured by the number of product lines a company offers.

Which of the following is least protectable to most protectable for brand types, as determined by a series of court decisions?

Competition between manufacturer brands and private distributor brands is becoming more intense in several major categories.

Scentsy introduced new products made for the skin, including the fine fragrance roller, velvet hand cream, whipped body souffle, and a moisturizing body bar. This is an example of a _______________. One of the fine fragrance rollers is called No. 27, a mix of mandarin orange, rose, and amber. This is an example of a __________________.

Which one of the following is not a benefit of multiple packaging?

Brand preference is the strongest form or degree of brand loyalty.

A package of aluminum foil at HEB supermarket has only a white package with black letters stating "aluminum foil." This product is an example of a ____ brand.

If Subway made an agreement allowing another company to use its brand name on a new supermarket ready-to-eat sandwich, this would be called

Discuss the implications for a firm's marketing strategy of classifying a product as a convenience, shopping, specialty, or unsought item.

Procter & Gamble has a wider product mix than does Baskin Robbins.

The four major stages of a product life cycle include

What functions do packages perform? What are the factors marketers should consider when developing packages?

Twin-packs and six-packs are examples of

When a firm's packages are designed to appear to be quite similar, the firm is using family packaging.

Green Giant is an example of a private distributor brand.

Distinguish between consumer products and business products.

The width of a product mix is measured by the number of product