Exam 9: Product Concepts

SCENARIOS Alberto Culver Company 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,Baker's Joy,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 Silicon Graphics,Inc.SGI is concerned about the success of its products with its various customers.Regardless of the effort put into the product management process,in the long run,the most important factor determining if SGI will succeed or fail is:

Wal-Mart chain sells canned drinks under the brand name Sam's Choice.This is an example of a(n)_____ brand.

When Bay Minette Nursery markets bedding plants to businesses to make their sidewalks,entrances,and grounds more attractive,it is selling _____ products.

The liquor industry is attempting to revive the stagnant spirits industry by introducing low-alcohol cocktails such as Jack Daniel's Country Cocktails,Smirnoff Quenchers,and Southern Comfort Cocktails.The strategy behind these new product introductions is:

_____ products are searched for extensively,and substitutes are not acceptable.These products may be quite expensive,and often distribution is limited.

You have to convince your boss that packaging will be the key to increasing sales of the company's new line of instant pudding mixes,so you tell him the packaging:

List and briefly define the three different types of cobranding?

SCENARIOS Alberto Culver Company 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,Baker's Joy,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 Silicon Graphics,Inc.All the products (engineering centers and computer servers)offered by SGI are closely related,though a little different based on the target markets.These products make up SGI's:

Tyler wants the Coca-Cola Barbie by Mattel for her birthday.The Mattel product contains items with the Coca-Cola trademark and Barbie is wearing an outfit in Coca-Cola red and white.Mattel and Coca-Cola are using:

Deciding on which university to attend,with the many differences in majors available,living options,and image differences,would be classified as a heterogeneous shopping product for most people.

Chef's Catalog built its reputation on selling the highest-quality of baking ingredients.The catalog 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

Unilever owns the Lipton tea brand.When Unilever introduced Pyramid tea bags,which provide tea leaves with more room to move,and therefore,produce a better tasting brew it was an example of a(n):

The leader in the industry of sports entertainment is World Wrestling Entertainment (formerly known as the World Wrestling Federation).World Wrestling Entertainment expanded its product _____ when it opened a nightclub in New York City and partnered with Microsoft to create Xbox video game consoles.

The most expensive refrigerator in the world is the Sub-Zero brand.Many consumers believe it to be the best brand made.For people that insist on having the best kitchen money can buy and will accept no less,the Sub-Zero refrigerator is an example of a(n)_____ product.

SCENARIOS Alberto Culver Company 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,Baker's Joy,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.The toiletries,household,and professional divisions compose Alberto Culver's product mix:

Which of the following does NOT need to be a branding and packaging consideration for companies considering global marketing?

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

Which of the following statements about planned obsolescence is true?

_____ commonly occurs soon after style modification

Many cooks believe that nothing can beat Bakewell Cream for making delicious biscuits.Loyal customers are willing to go to great lengths to find this product and will accept no substitutes.Bakewell Cream is only marketed in the New England states.For these cooks,Bakewell Cream is a shopping product.