Exam 11: Product, Branding, and Packaging Decisions

Colgate, like any major consumer products company, is always looking for opportunities to expand its product lines. What two industry factors often influence product line expansion decisions?

How do marketers measure the value of a brand?

What is an example of primary packaging?

Molly is working to create greater brand awareness for her company's new line of sport watches. To increase brand awareness, the least important information that should be included in promotions is

Why would a huge retailer like Walmart carry national brand products?

Martina has been asked to prepare a report detailing all the attributes of the "actual product." Which of these features can she leave out of her report?

For marketers, one of the benefits of achieving brand loyalty is

If Microsoft decided to sell mobile phones under the Xbox brand (which it uses for its gaming systems), this would be an example of a line extension.

When consumers associate a brand with a certain level of quality and familiar attributes, allowing consumers to make quick decisions, the brand is

What is brand extension? Provide an example of brand extension.

In response to increasing consumer preferences, SlipShod Shoe Corp. started selling their best-selling shoe with various colored shoe laces and different colored soles. By doing so, the company added 18 different shoes to its line. In this example, the company is

Whether they like them or not, most U.S. automobile customers are familiar with and have an opinion about American-made cars. This familiarity makes it easier for consumers to

Jamal developed a mouthwash using only natural ingredients, and he has been quite successful selling the product in health food stores and some grocery stores. He has recently developed a toothbrush using bamboo and natural components. Jamal is considering a ________, giving the toothbrush the same brand name as the mouthwash in order to create greater brand awareness.

Brands can be owned by

Why would a company like Walmart have a difficult time repositioning itself as a retailer of quality, stylish clothing?

Frequent buyer\user award programs can be used to

A ________ is a group of associated items that consumers tend to use together or think of as part of a group of similar products.

Brands that are owned by ________ are called private-label brands.

Firms spend millions of dollars annually to build brand equity, recognizing that brand equity contributes to

Though most universities are nonprofit organizations, they are engaged in marketing strategy choices, just like businesses. For example, universities must decide if they should increase or decrease product mix breadth or increase or decrease product line depth. Using your university, describe a real or plausible example of each of these four potential changes.