Exam 10: Product, Branding, and Packaging Concepts

Discuss the dimensions of a product mix.

Melissa loves going shopping. After a long day at work, she stops by a local shopping center. First, she decides to stop by Barnes & Noble. Melissa's favorite bookshop is the small, locally-owned book shop close to her home, but she visits Barnes & Noble because it is convenient. Next, she stops by a local Starbucks, where she likes to try new things. When she looked at the menu, she saw the name of a new latte she had heard about from friends and decided to try it. Then she went to Sephora to pick up some lipstick that she has run out of. However, when she gets there, Melissa finds Sephora is out of lipstick. She is tired after her long day and annoyed that they are out of the lipstick. Because it is her favorite brand, Melissa decides she will just have to come back another day. Melissa displays ______________ for Barnes & Noble, _____________ for the latte at Starbucks, and ________________ for the lipstick.

In order to manufacture its vehicles, Toyota needs to purchase large robotic arms that become permanent fixtures in their assembly plants. These robotic arms are best described as

Package safety or convenience features can perform a promotional role.

Business products that are purchased routinely, do not become part of finished goods, and are expense items rather than capital goods are called

Which of the following should be the least important concern for marketers when selecting a brand name?

Kleenex Boutique is a ____ of tissues made by the Kimberly-Clark Corporation.

Sales usually start to decline during the ____ stage of the product life cycle.

Scenario 10.1 Use the following to answer the questions. Megabus is a bus line operating in the Northeast and Midwestern United States, plus in Canada. It offers travelers a cheap alternative to driving and flying between large cities, keeping the fares extremely low yet offering the latest technology. Unlike the traditional Greyhound bus line, Megabus is an express service, and is equipped with Wi-Fi, video screens, headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally, Megabus picks up and drops off people in the centers of cities rather than at inconveniently-located terminals. Patrons can book tickets at Megabus.com, where some fares begin at just $1. Routes are limited, and are offered out of cities such as Toronto, New York, Baltimore, Philadelphia, and Chicago. Recently, its competitor Greyhound has launched two new bus lines, BoltBus and NeOn, with similar fares and high-tech amenities. A fare on a NeOn bus from Buffalo, New York, to New York City is $50.00 round trip, while the same fare through Greyhound's traditional bus line costs $92.00. The benefit of Greyhound's traditional line is that there are more departure times and more stops in smaller towns along the way. -Refer to Scenario 10.1. When Greyhound launched the BoltBus and NeOn bus lines, this is an example of

Family packaging cannot be used for individual product lines; it must apply to the entire product mix of the firm.

Labeling is ____________ packaging.

Products for which buyers are willing to spend much time comparing stores and brands for differences in prices, product features, and services are called ____ products.

Kellogg's Rice Krispies, a ____ brand, is likely to be found next to Crispy Rice, a ____ brand that has very similar coloring and styling for its package.

Heinz promoting its vinegar as an effective cleaner for wall, glass, kitchen, and bathroom surfaces would most likely be a strategy for the ____ stage of the product life cycle.

A Sony laptop that has an "Intel" logo on its keyboard is an example of

The gross margin percentage on convenience goods is usually fairly high because they are low-priced items.

For which of the following products would multiple packaging most likely beleasteffective?

Naked Juice, a subsidiary of PepsiCo, was placed in a negative light when it was revealed that their "Natural" claims on the labels of their Naked Juice products were not necessarily accurate. Synthetic ingredients were detected in the juice. Critics claimed this made the claims of "Natural" deceiving. Naked Juice agreed to remove the claim from its label. Naked Juice wasmost likelyusing the word "Natural" on its labels for ___________________ purposes.

Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive offerings and will purchase this brand if available.

The original marketing strategy should not be altered in any way as a product travels through the stages of the product life cycle because consumers can become confused.