Exam 10: Product Decisions

A _____ is the part of the brand that can be spoken.

The _____ is the element of a brand that cannot be spoken.

When a greenhouse plant grower sells plants to nursery retailers,is selling _____ products.

Heinz is a leading global food manufacturer.It manufactures and markets Farleys (baby food),Jack Daniel's Sauces,and Weight Watcher's Foods (diet/slimming meals and supplements).The use of these brand names instead of the Heinz name is an example of a(n)_____ branding strategy.

_____ are products consumers see as being basically the same,so consumers shop for the lowest price.

The label on Darwin's new blazer that reads "Will Not Shrink" is an example of a(n)_____ warranty.

You are the U.S.brand manager of the Fluffit family of products.The products include a wide variety of synthetic and natural stuffing materials for furniture cushions,sleeping bags,quilts,and winter coats.The brand is a favorite among home repair enthusiasts and hobbyists of various kinds.Your firm would like to enter several foreign markets.Name and describe the three major alternative brand name choices for this global strategy.Discuss the viability of each alternative for Fluffit.

James Hardie began selling fiber cement siding products in the United States in 1989 to leading builders,lumberyards,and home improvement centers.Even though ads guaranteed the product would not rot or crack for 50 years,many builders hated the product.It was heavy to install,and it showed every flaw in a bad framing job.In 1997,Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong,weather-resistant materials.Soon consumers began asking their builders or remodelers to use the product.Trade ads were used to explain how builders could take advantage of the interest created by the ads in lifestyle magazines.By 2000,the Hardieplank was the number one brand siding in North America.James Hardie is now the third most recognized brand of building material in the world. -Refer to Hardie Siding Products.By changing the focus of its promotion from the building industry to homeowners who saw their homes as sources of security,warmth,and stability,Hardie Siding used a _____ strategy.

Andrea needs to find a kennel for boarding her son's dogs.There are several different kennels in her community,and Andrea believes all of them to be basically alike.The only feature she is genuinely concerned about is low price.For Andrea,the kennel for boarding dogs would be classified as a(n)_____ product.

Procter & Gamble makes Gain laundry detergent for people who like a strong scent and Dreft for those who want a gentle detergent for their baby's clothes.It is using a(n)_____ strategy.

All of the following are functions of packaging EXCEPT:

Isaac Golding,owner of a tutoring service,has developed a design for his firm that includes an owl wearing large spectacles and carrying a satchel crammed full of books and papers.He plans to use this design on all communications the firm sends out.This design is called the firm's brand name.

Which type of consumer product requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores?

When consumers think of Nestlé,they probably think of chocolate.Historically,though,Nestlé's confectionary business is its weakest area.Based in Switzerland,it is the world's Nestlé largest food company,with a brand arsenal of Nescafe,Jenny Craig,Perrier,Purina,and PowerBar,just to name a few of its 30 product lines.Nestlé is hoping to become the "world's leading health,nutrition,and wellness firm" by spending billions of dollars on research and development of functional foods--foods that have pharmaceutical-like capabilities to enhance energy and heart,bone,gut,and other health.Nestlé wants consumers to see chocolate as a pharmaceutical product rather than just a treat.Part of this new focus includes streamlining their product mix by selling underperforming items or lines that do not fit its new direction.Critics claim this new focus could hurt the company's existing brands if the new products fail.Additionally,it may be an uphill battle convincing consumers that a company known for indulgence is now a wellness company. -Refer to Nestlé.One new product Nestlé intends to introduce includes fiber added to chocolate.The packages will include the fact that each chocolate bar contains 5 grams of fiber and the various health benefits of including more fiber in one's diet.Which form of labeling will this perform?

Advantages of this global branding strategy include greater identification of the product from market to market and ease of coordinating promotion from market to market.

Janet will only purchase Crate and Barrel products for her home.The products are expensive but Janet feels they have the highest quality and will last a very long time.These products represent _____ products.

A product line is a group of products that are closely related because the:

James Hardie began selling fiber cement siding products in the United States in 1989 to leading builders,lumberyards,and home improvement centers.Even though ads guaranteed the product would not rot or crack for 50 years,many builders hated the product.It was heavy to install,and it showed every flaw in a bad framing job.In 1997,Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong,weather-resistant materials.Soon consumers began asking their builders or remodelers to use the product.Trade ads were used to explain how builders could take advantage of the interest created by the ads in lifestyle magazines.By 2000,the Hardieplank was the number one brand siding in North America.James Hardie is now the third most recognized brand of building material in the world. -Refer to Hardie Siding Products.Hardie now makes multiple types of fiber-cement siding products.There are different widths,textures,and profiles.The different types of siding the company makes are called its product:

A consumer who consistently and repeatedly purchases the same brand is said to have:

Packaging is an important component of the product strategy.List and briefly describe the four major functions of packaging.