Exam 10: Product Concepts

Labels that contain standard promotional claims like "new," "improved," and "super" are examples of _____ labels.

Choice Homes, Inc. Choice Homes, Inc., based in Texas, built its reputation by building high-quality new homes, often at prices less than "used" ones. Choice Homes used mass-purchasing power, innovative high-tech communications among employees to coordinate the building process, and other entrepreneurial strategies to hold costs down. Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the "American Dream" of home ownership for the same price as rent. Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-income couples. The Choice Classic name was designed to capitalize on the reputation of Choice Homes, especially for current Choice home owners who are ready to "move up" to a larger home. Recently, Choice Homes started a third line of homes called "Reflections," which are expensive, custom-designed homes located in exclusive, prestigious neighborhoods. -Refer to Choice Homes,Inc.Choice Homes is considering acquiring a mortgage and title company to add to its marketing power in selling homes.This acquisition would expand the firm's:

Which of the following is NOT an example of a product's tangible feature?

Convenience products,though inexpensive,still require considerable shopping effort by buyers.

Jennifer purchased Cascade 2in1 ActionPacs for her dishwasher.The packaging said the product combines the scrubbing power of Cascade with the grease fighting power of Dawn dishwashing detergent.What type of cobranding does this product represent?

You are the U.S.brand manager of the Fluffit family of products.The products include a wide variety of synthetic and natural stuffing materials for furniture cushions,sleeping bags,quilts,and winter coats.The brand is a favorite among home repair enthusiasts and hobbyists of various kinds.Your firm would like to enter several foreign markets.Name and describe the three major alternative brand name choices for this global strategy.Discuss the viability of each alternative for Fluffit.

Kathy is driving Chaz,her young son,home from soccer practice when Chaz say,"Mom,I'm thirsty." Kathy immediately pulls the SUV into the nearest gas station and buys Chaz a Coke.For Kathy,the Coke is best described as an example of buying a _____ product.

Why is creation of a product the starting point for the marketing mix?

Which of the following entails placing two or more brand names on a product or its package?

ForeverLawn has recently added two new synthetic lawn products.One of the products includes fake brown grass that makes the synthetic lawn look more realistic as it appears to have some patches of brown thatch.The other product is K9Grass for consumers that have pet dogs.The addition of these two new synthetic grass products is a way for ForeverLawn to increase its:

A product line is a group of products that are closely related because the:

When the manufacturer of French's classic yellow mustard introduced French's Dijon mustard,French's Honey mustard,and French's Sweet Onion mustard,it was an example of cobranding.

Product modification occurs when changes are made in how the product functions,its quality,or some aesthetic characteristic of the product.

Hardie Siding Products James Hardie began selling fiber cement siding products in the United States in 1989 to leading builders, lumberyards, and home improvement centers. Even though ads guaranteed the product would not rot or crack for 50 years, many builders hated the product. It was heavy to install, and it showed every flaw in a bad framing job. In 1997, Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong, weather-resistant materials. Soon consumers began asking their builders or remodelers to use the product. Trade ads were used to explain how builders could take advantage of the interest created by the ads in lifestyle magazines. By 2000, the Hardieplank was the number one brand siding in North America. James Hardie is now the third most recognized brand of building material in the world. -Refer to Hardie Siding Products.Since all of the siding products sold by Hardie are sold under the Hardie brand name,it is clear that the company uses a _____ strategy.

Which of the following is the best example of a convenience product?

Andrea needs to find a kennel for boarding her son's dogs.There are several different kennels in her community,and Andrea believes all of them to be basically alike.The only feature she is genuinely concerned about is low price.For Andrea,the kennel for boarding dogs would be classified as a(n)_____ product.

Trademark protection only lasts for five years.

Rexona,marketed by Unilever (a Dutch company),is the world's number-one deodorant brand.The brand is a leader in Europe,South America,Asia,Africa,and the Middle East.Rexona is an example of a:

At one point Heinz made ketchup in multiple colors including red,green,purple,pink,orange,and teal.While they were popular for a few years,consumers stopped buying the unusual colors and Heinz has dropped back to just making red ketchup.This is an example of the implementation of a _____ strategy.

When Crest introduced Crest for Kids,this was an example of a _____ strategy.