Exam 11: Product Concepts, Branding and Packaging

The depth of a product mix is measured by the average number of product types in a product line.

Labeling is most important for branding reasons.

The marketing mix should be left alone during the maturity stage of the product life cycle; tampering with it may bring an early death to the product.

Every aspect of a brand is subject to a marketer's control.

What is brand equity, and what are the major elements that underlie brand equity?

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

A generic brand indicates only the product category.

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.

The well-known brand AT&T (American Telephone and Telegraph) would most likely be classified as

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

When designing a package, which characteristic is least important?

Which of the following is the most typical example of a new product introduction?

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

Business products are classified into the following seven categories according to characteristics and intended uses: raw materials, installations, accessory equipment, component parts, process materials, business services, and

Scenario 11.1 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 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 brown color for chocolate milk and the color white for vanilla. -Refer to Scenario 11.1. Silk Soymilk's strategy of packaging its single-serve boxes of chocolate milk to look like its half-gallon cartons is known as ___

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.

The core product element of the total product can include installation, delivery, training, and financing.

A light bulb can be all of the following except

If the company who produces Garnier Fructis shampoo and conditioner were to introduce Garnier Fructis dryer sheets with the same scent, this would be called ____ branding.

The amount of annual losses companies suffer from counterfeit products is estimated to be