Exam 9: Product Concepts

You are the product manager for a line of patio furniture for a company called SeaBreeze Enterprises.Your assignment is to modify the existing products in the product line.Name and describe the three categories of modification options that you could propose to SeaBreeze's management.Give an example under each category of a modification you could make.

Pooja is famous for her pound cakes,and she credits her success to her use of King Arthur flour.She will only use King Arthur flour and will travel to several different stores,if necessary,to find this particular brand.For Pooja,flour is a shopping 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 Choice Homes,Inc.Choice Homes is considering acquiring a mortgage and title company to add to its marketing power in selling homes.This acquisition would expand the firm's:

Hellman's is a brand name owned by Unilever.It is most often recognized as a brand of mayonnaise.When Unilever introduced Hellman's honey mustard,it was an example of a ______ strategy.

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.Despite the wide variety of technological applications for the same product,customers know that their SGI product is fit for the purpose for which it was sold because of the:

When the manufacturer of French's classic yellow mustard introduced French's Dijon mustard,French's Honey mustard,and French's Sweet Onion mustard,it was an example of cobranding.

The international company Unilever makes four different brands of ice cream (Magnum,Solero,Ben & Jerry's,and Breyers).This is an example of Unilever's:

Under the _____,all sales have an implied warranty.

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

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 Claxton Fruitcakes.There are numerous jokes about the indestructibility of fruitcake-many of them derogatory.To change its consumer image,Claxton periodically engages in public relations campaigns in which it describes fruitcakes in terms of family Christmas traditions.Attempts to move the fruitcake from being perceived by consumers as the butt of jokes to a comfort food is an example of a(n)_____ strategy.

Rights to a trademark exist as long as the mark is used.If a firm does not use it for two years,the trademark is considered abandoned,and a new user can claim exclusive ownership of the mark.

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 Hardie Siding Products.What type of warranty is Hardie offering in its promotions?

Procter & Gamble makes Camay soap for people concerned with soft skins and Safeguard for those who want deodorant protection.It is using a(n)_____ strategy.

The most likely reason to explain why Jell-O stopped making celery-flavored gelatin is______.

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

A warranty does not confirm the quality or performance of a good or service.

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 Hardie Siding Products.Hardieplank siding is an example of a(n)_____ product.

Mia's new raincoat contains a label that reads "Professional dry clean only." This is a(n)example of a(n):

Product mix width may be defined as:

How would a marketer define the term product?