Exam 8: Product Concepts

Wilbur wanted an umbrella table for his patio.He watched newspaper ads until he found one on sale.For Wilbur,the umbrella table is what type of product?

When Alec picked up the candy bar,he automatically looked to see its fat content.The information that Alec looked for was contained in a nutritional label.

Which of the following is a legal term indicating the owner's exclusive right to use a brand name or other identifying mark?

What is a brand? What is the difference between a brand,brand name,a brand mark,a trademark,and a service mark?

Which of the following products are searched for extensively and may be quite expensive,substitutes are not acceptable,and distribution may be limited?

Rollerblades is a brand name for in-line skates.People often refer to Rollerblades as if it were the product name.The company that makes Rollerblades may someday find its brand name becomes which of the following?

Chef's Catalog built its reputation on selling the highest-quality baking ingredients.The catalogue retailer has added a line of fine kitchen tools and wants its customers to think of the retailer as a place to buy everything needed to bake the finest breads and desserts-not just for buying the ingredients.The marketing term for changing consumers' perceptions of the Chef's Catalog is segmentation.

Katerina is famous for her pound cakes,and she credits her success to her use of Robin Hood flour.She will use only Robin Hood flour and will travel to several different stores,if necessary,to find this particular brand.For Katerina,flour is a shopping product.

Because of who owns them,the brand names of producers such as Kellogg's,Sherwin Williams,Harley-Davidson,and Ocean Spray are called which of the following?

The statement on the toothpaste box that brushing twice a day with this paste would remove 90 percent of all plaque from the user's teeth is an example of which of the following?

What are the two types of shopping products?

Kmart markets Route 66 brand clothing in its stores.Kmart stores are the only places where this brand is sold at the retail level.This is an example of what type of brand?

Hasem purchased an electric hedge trimmer two weeks ago and attempted to cut back bushes that had grown over the edges of the walkway this weekend.The hedge trimmer would not cut through the smallest branch.Under which of the following does Hasem have a legal right to demand the hedge trimmer perform the job for which it was purchased?

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 is Hardieplank siding an example of?

Which of the following statements describes an advantage to retailers associated with developing their own brands?

What refers to brands where at least 20 percent of the product is sold outside the home country?

Organizations derive several benefits from organizing related product items into product lines.Briefly describe four of these benefits.

Brand names such as Kleenex,UPS,Sony,Chevrolet,and Kellogg's are likely to have more brand equity than brand names such as Viking,Zojirishi,Shimano,and Thule.

Joseph Confectionery has decided to start marketing a line of Christian-oriented candy under the Testamint brand name.The candy maker is optimistic about establishing a brand in the marketplace and has high hopes of its success.As a marketing consultant,you inform the candy maker that branding can do all of the following EXCEPT which one?

What is the starting point in creating a marketing mix?