Exam 12: Setting Product Strategy

A product line can also be lengthened by adding more items within the present range. There are several motives for line filling: ________, trying to satisfy dealers who complain about lost sales because of missing items in the line, trying to utilize excess capacity, and others.

As the marketing manager for your firm, you have been approached by your key component manufacturer suggesting that your two firms "co-brand" or "ingredient brand" in the introduction of a new item. What are some of the requirements for succeeding in ingredient branding?

Every company's product line covers a certain part of the total possible range of products and consumer levels.

Your research shows that over 53 percent of all purchases are made on impulse. As you sit down with your packaging design team, you tell them that the package must communicate many of the sales tasks. List the sales tasks that packaging must now incorporate due to the increase in self-service sales.

Line filling if overdone may result in self-cannibalization and increased customer loyalty.

________ is the level at which the product's primary characteristics operate.

When differentiated, products can then be branded. List and explain the possible ways that physical products can be differentiated.

Supplies can be classified as two kinds: maintenance and repair items and operating supplies.

The four product-mix dimensions are width of a product mix, the depth of a product mix, the length, and consistency allows the firm to plan its product strategies. Using Procter & Gamble as an example, explain these dimensions. How can these four dimensions affect product and corporate strategy?

As the newest member of the marketing department, your immediate boss asks you to comment on the company's proposal to add two new shoes to the company's middle-of-the-road pricing and product-line strategies. The first pair will retail for $ 40.00 and has as its target market the "bargain" shopper. The second pair will retail for $ 200.00 and is targeted at the "sophisticated shopper." In relations to product-line strategy, what is the company trying to accomplish with these two new items?

Sellers must label their products. Labels service many purposes beyond just "naming" the product. List the additional services provided by a product's label.

To achieve the marketing objectives for the brand and satisfy the desires of consumers, the ________ and functional components of packaging must be chosen correctly.

Capital items are long-lasting goods that facilitate developing or managing the finished products.

Marketing planning begins with the formulation of an offering to ________ target customers' needs or wants.

In ________ the seller offers goods both individually and in bundles and often charges less for the "bundle" than for the individual products.

Engineering tests ensure that the package stands up under normal conditions.

Buyers expect products to have a high ________, which is the degree to which all the produced units are identical and meet the promised specifications.

________ are major purchases and are usually bought directly from the producer with the typical sale preceded by long negotiation periods.

In planning its market offering, the marketer needs to address five product levels each of which reduces customer value.

The main advantage of co-branding is that a product may be convincingly positioned by virtue of the ________ involved. Co-branding can generate greater sales from the existing target market as well as open additional opportunities with new consumers and channels.