Exam 10: Product, Branding, and Packaging Concepts

Profits peak and start to decline in the growth stage.

Suggestive brand names are easier to protect legally than fanciful names.

Hershey Foods Corp. offers a line of candy that includes Kit Kat, Mr. Goodbar, Krackel, Hershey's Kisses, Reese's Peanut Butter Cups, Rolo, and Twizzlers. These candies best illustrate Hershey's product mix

Private distributor, generic, and manufacturer are the three types of

Desirable product images can be created through the use of colors, design, shapes, and textures in packaging.

When Jiffy-Pop packaged its popcorn in an aluminum skillet, complete with attachable handle, it designed the package to become the cooking utensil. After cooking, the handle was removed and the package became the popcorn bowl. Jiffy-Pop's popcorn in this case is an example of _____ packaging.

Which of the following tactics would typically be employed when a product is in the growth stage of its life cycle?

Tia loves new electronic products, but she also wants to make sure she gets a good value for her money. Therefore, she waits a few months after a product is introduced to see whether all the kinks are worked out. In the meantime, she reads ratings and reviews. She also turns to her friend Jimmy, who is one of the first people to adopt and test out new products. She relies heavily on Jimmy's recommendations. When she is satisfied as to its value, she usually buys the product. Tia most likely fits into which category?

When designing a package, which characteristic is least important?

Energizer batteries would be classified as which type of product?

The two major product categories are business and institutional.

Labeling and packaging are closely interrelated.

Strategies relating to price become more mixed during a product's maturity stage.

Individual branding facilitates market segmentation.

The width of a product mix refers to the number of generic products offered by a company.

Which of the following issues is least important in using co-branding effectively?

Scenario 10.2 Use the following to answer the questions. When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the company chose drink boxes that did not need refrigeration. The boxes were only sold in shrink-wrapped sets of six. Single boxes were not available at grocery stores or convenience markets. Once the Silk chocolate product was selling well, they also began offering the Silk Soymilk vanilla flavor in the same type of packaging. The Silk Soymilk brand, logo, and look of the boxes were the same as its larger half-gallon versions. The only difference in packaging style was the color brown for chocolate milk and the color white for vanilla. -Refer to Scenario 10.2. If Silk Soymilk were to begin offering Silk Soymilk Chocolate Ice Cream Bars, this would be an example of

Apple Inc. is an example of a manufacturer brand.

DirecTV cut back advertising expenditures to minimum levels and reduced the number of channel members for its industrial satellite product. These actions indicate that its product is in the ____ stage of its life cycle.

When a cell phone manufacturer uses a policy of naming each of its phone products differently, such as the Neon, the Star, the Fanfare, and the Illusion, this strategy is called ____ branding.