Exam 11: Product, Branding, and Packaging Decisions

When personal computers were new, people spent considerable time and energy learning about and investigating choices and options. Now, many consumers replace old computers with little research or investigation. In terms of types of products (specialty, shopping, convenience, and unsought goods), how have personal computers changed?

When Procter & Gamble added teeth-whitening products under the Crest brand, the firm was engaged in

Marketers need to think about the product offer as more than just its physical characteristics or its basic service function. Which component includes associated services such as warranties, financing, support, and after-sale service?

Kellogg's sells many different breakfast cereals, including Corn Flakes, Rice Krispies, Frosted Flakes, Raisin Bran, and Special K. This is an example of the breadth of the Kellogg's product mix.

Michael likes artisan bread and will drive to multiple stores to find his favorite brand. His brother, Matthew, loves bread but doesn't care about brands. For Michael, bread is a ________ good while for Matthew it is a ________ good.

Sanjay tried a new low-calorie chip and thought it was awful. He was especially disappointed because he liked the mixed nut bar marketed under the same brand name. Now he wasn't sure he even wanted to buy the bars he liked before. This highlights a problem in branding known as

Brand equity is calculated by subtracting sales of generic brands from the sales of branded items in a category.

One key feature of the value of a strong brand is that

The value of a brand can be defined as the

Marketers selling milk, bread, and other consumer staples know that most customers do not spend much time searching or comparing alternatives. For most consumers, these are ________ goods.

When a company launches a new product line with an existing brand name, this is known as

A ________ package is the one a consumer uses. A ________ package is used by retailers to display and sell the product.

The Doritos advertising effort of "Live Mas," which is Spanish for "Live More," is meant to suggest a lifestyle aspiration. If consumers make a connection between the Doritos brand and this promotional effort, then Doritos has created

The company Brett works for has just acquired a regional clothing store chain. The chain has a very strong reputation among consumers in the states in which it operates. The acquired company owns several private-label brands. Brett has been asked to prepare a brief about the options for retaining the private-label brands that the chain had been selling. What are the key points Brett should include?

Some credit cards provide free liability insurance, funded by the bank issuing the card, when a customer pays for a rental car using the card. This extra insurance is an example of

If L.L. Bean stores allowed a travel company to market adventure travel using the L.L. Bean brand name, what tactic would L.L. Bean be using?

Zappos, an online shoe company, knows shoes are typically a(n)________ good, with consumers often spending time comparing alternatives. It overcomes that aspect of consumers' search process by offering a free, no-questions-asked return policy.

Coca-Cola is a huge national brand manufacturer. By owning its own brands, Coca-Cola

A product is anything that is of value to a consumer and can be offered through a voluntary marketing exchange.

It is Jason's job to determine how many consumers in the market are familiar with his company's Straight Shot brand of jeans. What information is Jason looking for?