Exam 11: Product Concepts, Branding and Packaging

In what ways can packaging be used strategically?

A distinguishing factor between a brand name and a brand mark is that a brand name

To gain customer acceptance, the two brands involved in co-branding must represent a complementary fit in the minds of buyers.

Advertising used in the decline stage may prolong the life of the product.

A product need not be a physical product.

When Disney characters appear on apparel made by another company, this would be an example of

Craftsman tools, sold and branded by Sears, is an example of a ____ brand.

Gain liquid laundry detergent comes in a 40-ounce plastic bottle with a pour spout. When that bottle is empty, consumers can purchase Gain in a plastic pouch designed to refill the original 40-ounce plastic bottle. The pouches use less packaging, store flat, and cost less; however, they are not for repeated usage. The use of the original Gain 40-ounce bottle is an example of a(an)

Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.

Which of the following statements about labeling is false?

Multiple packaging interferes with handling and storage of products.

Brand insistence is the strongest degree of brand loyalty but the least common type of brand loyalty.

The Federal Trade Commission is solely responsible for establishing and enforcing packaging regulations.

Lindsay stops by the Safeway grocery, her preferred store, on the way home from work. She picks up her usual brand of laundry detergent and orange juice, but she sees that there are no more range-free eggs available. Lindsay is very concerned about the ethical treatment of animals and so she leaves Safeway and goes to another grocery to purchase the range-free eggs. Lindsay's purchase of the laundry detergent and orange juice would most likely be classified as _____ products. Her purchase of the eggs would most likely be classified as ______ products.

Trying to link a motorcycle brand like Harley-Davidson to a food brand like Healthy Choice would be considered a poor decision in this type of branding.

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 probably increased demand for its single servings by facilitating increased consumption of the product through its practice of ____ packaging.

​What functions do packages perform? What are the factors marketers should consider when developing packages?

Labeling is used to perform only two roles: to promote and to inform.

Weyerhaeuser is evaluating its complete product mix. It wishes to decrease some of its marketing expenditures and streamline its product offerings. Weyerhaeuser will most likely look at products in the ____ stage of the product life cycle as possibilities for elimination.

Unfinished furniture is considered to be a convenience product because it is relatively inexpensive.