Exam 10: Product Concepts

Cover Girl and Revlon are both recognized as leading manufacturers of cosmetics.Both companies have recently introduced cosmetics for the over-50 woman who does not have the same concerns as a 20-year-old girl.The introductions of these cosmetics are examples of the implementation of a _____ strategy.

The brand name of a manufacturer is known as a(n)_____ brand.

Explain the differences among the terms brand,brand name,brand mark,trademark,and service mark.

Due to the time required to scan them,universal product codes (UPCs)are typically placed on merchandise that would be classified as shopping products.

What purposes does branding serve?

According to recent market research,Google is one of the most valuable brands in the world.According to this research,the company and its well-known name are worth about $86 billion.This research indicates that Google has high _____.

Alice is a very busy person and she hates to spend her time with yard work.She really likes the idea of a synthetic lawn.However,she has never pursued the idea as she has two dogs in her back yard.June does not know that several manufactures make synthetic grass that with an antibacterial agent to minimize odors for pet owners.For Alice,the dog friendly synthetic lawns are a(n)_____ product because she doesn't know the product exists.

When Honda automobiles first entered the U.S.market,they were small and not very durable. However,over the years,Honda has modified its automobiles to be one of the most dependable cars on the market. This change in dependability and durability is representative of which type of product modification?

A style modification is a(n):

All of the following are functions of packaging EXCEPT:

Unsought products typically are products that:

Over the years Cadillac has become to be thought of as "your grandparent's car." The new Cadillac ads showing a beautiful young woman driving a Cadillac along with the statement,"When you turn your car on,does it turn you on?" is an example of marketing designed to help _____ Cadillac as a car for today's younger driver.

A regional utility company needs to change consumers' perceptions of its current service as being harmful to the environment.Which of the following strategies would best allow the company to accomplish this goal?

Coca-Cola is on of the world's largest manufacturers of beverages.It makes over 2,800 different beverage products,including sparkling drinks,waters,juices,juice drinks,teas,coffees,sports drinks,and energy drinks.The great variety of beverages made by Coca-Cola represents its product mix.

A company that wants to market its product globally has only two branding strategies available: either use the brand name everywhere or develop a new brand name for each different market.

Apple is known for its Macintosh and iPod products.Apple recently added the iPhone product to its list of products.The addition of the iPhone was an example of a product line extension for the company.

Wal-Mart sells many health and beauty aid products under the name,Equate. This brand can only be purchase in Wal-Mart stores and is an example of a(n)_____ brand.

When a company markets several different products under the same brand name,it is referred to as a(n)_____ brand.

Alberto Culver Company The Alberto Culver Company manufactures a wide variety of products from hairspray to seasonings. A large number of these products are intended for personal use. The company is divided into three key divisions: toiletries, household, and professional. The toiletries division sells hair care brands such as Alberto VO5, Alberto, and Bold Hold. Additionally, this division handles the FDS line of feminine deodorant products. The household division sells brands such as Mrs. Dash seasonings, Papa Dash salt substitute, Baker's Joy, Sugar Twin, and Static Guard. The professional division sells brands such as Tresemme, TCB, and Indola. Each of the brands listed above contains many individual products with varying formulations, such as the Alberto styling products, which include mousse, gel, spritz, spray-in conditioner, and hairspray. -Refer to Alberto Culver Company.If a marketer looks only at the toiletries division and notes the brands and items within only that division,he or she is analyzing the _____ of the product line.

Suppose ForeverLawn joins Choice Home,house builder,in a joint promotional campaign.Both Choice Homes and ForeverLawn are equally mentioned in the advertisements and marketing materials.At the end of the campaign one lucky person will win a Choice Home with a ForeverLawn synthetic lawn.To register,consumers need to visit either ForeverLawn.com or Choicehomes.com.This type of joint promotion is known as _____ branding.