Exam 8: Product Concepts

While Starkist tuna is still available in cans,it is recently been made available in a pouch,which is conveniently designated the "family size" pouch.What was this change in packaging the result of?

List and briefly define the three different types of cobranding.

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

You are the brand manager for the Fatal Vision (FV)goggles that simulate what the world looks to someone who is seriously intoxicated.The goggles make the user feel disoriented and dizzy and are used in teen driving courses.The FV goggles wrap around the wearer's face to make sure they distort all areas of vision and come in bright orange to distinguish them from other goggles.The slogan used in the promotion of the goggles asks,"Orange you glad you don't drink and drive?" What aspects of identifying this product qualify for trademark protection? If you notice another company infringing on your trademark,what legal action can you take?

What happens when two or more established brand names of different companies are used on the same product?

Choice Homes,Inc.built its reputation by building high-quality new homes,often at prices less than older 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 in an effort to get people out of apartments so they can experience the joy 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-earner 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 neighbourhoods. -Refer to Choice Homes,Inc.In a recent survey,Choice Homes's customers indicated they thought their homes were high quality,made lots of referrals to friends,and planned to buy a Choice Classic or Reflection home in the future.This customer reaction indicates that Choice Homes has achieved which of the following?

James Hardie began selling fibre cement siding products in the United States in 1989 to leading builders,lumberyards,and home improvement centres.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-resistance materials.As a result,consumers began to request that the product be used by their builders or remodellers.Trade ads were used to explain how builders could take advantage of this interest created by 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.What type of warranty is Hardie offering in its promotions?

YKK is the world's largest manufacturer of sliding fasteners (zippers).It also manufactures optical components and aluminum architectural parts.These products represent YKK's product line.

Ever wonder how video game dragons were created? Or how the makers of the movie Perfect Storm created and filmed those gigantic waves? The same computers that performed these stunts have also helped design everything from jumbo jets to an ice-cream-bar shape that minimizes melting in the midday sun.And by giving doctors ways to locate tumours with pinpoint precision,these machines are instilling new hope in victims of once-inoperable brain cancer.It's all the work of the most magical computer maker on the planet,Silicon Graphics Inc.(SGI).Its engineering workstations and computer servers transform reams of data into 3-D images.In an industry marked by huge hype,SGI is the genuine article-a truly innovative company with clearly unique products. -Refer to Silicon Graphics,Inc.Most companies have customers-SGI has a fan.Artist Peter Max is using SGI computers exclusively to create his famous graphics.He refuses to use any other company.What is this an example of?

Realizing that its product needed a warranty to gain rapid market acceptance,the manufacturer of a high-tech system for investigating accidents produced which of the following?

In selecting a good brand name,which of the following are desirable?

Which of the following is everything,both favourable and unfavourable,that a person receives in an exchange?

According to the text,which of the following statements about planned obsolescence is true?

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,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.Alberto Culver introduced Baker's Joy in the mid-1980s as a product for cooks to use to grease and flour baking pans.The product was not nearly as successful as the company had hoped,and it discontinued the product in 2001.This is an example of the implementation of what type of strategy?

Name and briefly define the four categories of consumer products.For each category,list three specific examples of products that would most likely be classified in that category.

A small chain of supermarkets in Manitoba sells only manufacturers' brands.According to the text,which of the following is the BEST argument to dissuade the supermarket chain owner from selling only manufacturers' brands?

Which of the following BEST describes brand loyalty?

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

Generic products are those brands whose names have become generic and now identify a class or type of product,such as aspirin,cellophane,thermos,or shredded wheat.

Which of the following products is most likely to be considered an example of a heterogeneous shopping product?