Exam 11: Product, Branding, and Packaging Decisions

Margret always buys Lay's brand potato chips. She does not even consider alternatives. Margret is a ________ customer.

One important purpose of a brand is to

When Mars manufactures M&M's, Snickers, and other confectionary products, or when Trek designs bicycles, each company's core question is: How do we produce this product in the least expensive manner?

Firms that use the same brand name for new products can spend relatively less on marketing costs for the new product because

What are consumers likely to do if they perceive an inexpensive brand to have about the same quality as a premium brand?

Brands enable customers to quickly differentiate one firm or product from another.

Marketers with luxury brands use brand extension cautiously in order to avoid

What brand strategy is being used when the local frozen yogurt shop decides to add a new flavor to its menu?

Effective marketers recognize that a label is much more than just a sticker on a package. What can a label do for a marketer?

For the average college student, a retirement account would be a shopping product.

Define convenience, shopping, and, unsought products and give an example of each.

Harley-Davidson's cake decorating kit tried to appeal to the brand's unparalleled consumer loyalty, but it was considered too tame by their consumer base. This is an example of

Relatively few consumers like to go to the dentist. Dental insurance plans that pay for regular checkups increase the ________ of dental care by reducing the cost to the consumer.

A currently popular trend in the wine industry is house-labeled wine. Restaurants, hotel chains, and even universities now sell wine under their brand name. Is this type of brand extension a good marketing strategy? Defend your answer.

When a restaurant chain, Stop 'n Eat Pizza, launches its own brand of homemade soda, this is an example of a

Sherri always liked Nine West shoes, so when she was shopping for fashion boots, she ordered a pair made by Nine West without thinking too much about it. This demonstrates how brands facilitate purchases.

Kraft American Cheese, Kraft Macaroni & Cheese, and Kraft Mayo are all examples of a(n)_____ brand.

In a competitive market, perceived value is determined by consumers mostly

Believe it or not, Walmart's first designer label clothing brand is called George. Few Americans know the George brand, but in Britain it is well regarded and sold in stand-alone George stores. What would be the benefits to Walmart if the George brand of clothing became recognized and desired in the United States?

Differentiate between breadth and depth of a firm's product mix by choosing a familiar company and explaining how its products exemplify these two concepts.