Exam 9: Product, Branding, and Packaging Decisions

Boone Inc., a soft-drink company, extended its brand name to include soaps.Boone did not succeed in selling its soaps and, as a result, sales of its core brand also declined.It took considerable effort to regain customers who had turned to other soft drinks.This decline was most likely due to its:

Explain the risks associated with cobranding.Provide examples to support your answer.

Brands owned and managed by a manufacturer are called:

Products or services toward which customers show such a strong preference that they will expend considerable effort to search for the best suppliers are called:

When shopping for diamonds, buyers typically perform a great deal of research on what they should be looking for as well as viewing different diamonds to choose the ones they want to buy.Diamonds are an example of:

Miller International Inc. is an organization that manufactures sports goods. It sells hockey sticks (both field hockey and ice hockey), footballs, baseball bats, cricket bats, and tennis racquets. To expand its market, it also plans to sell sports apparel under the same brand name. Miller International has partnered with Polar Inc., which sells health drinks. Polar drinks now carry the Miller International logo, and some Miller International products also have the Polar logo. Miller International has also made an agreement with a number of small manufacturers that will produce sports apparel under the Miller International brand. Sales being impressive, Miller International decides to discontinue its partnership with Polar and enter into the health drinks segment on its own. The presence of big players and ineffective marketing strategies lead to the failure of Miller International's foray into the health drinks market. The failure also affects the brand image of the company, and there is a dip in the sales of sports goods marketed by Miller International. -Miller International's agreement with the small manufacturers that will manufacture sports apparel under the Miller International brand is an example of:

When executives at Poilister Inc., an electronics consumer goods store, noted flat sales and declining profits, they decided to remove products that were not selling well.In this example, Poilister Inc.:

Explain why packaging is important for retailers.Provide examples to support your answer.

Stock keeping units (SKUs)are added or deleted in existing categories to stimulate sales or react to consumer demand.

Fire extinguishers are examples of:

Austen Corp., a media company, has brands such as Today News, Axiom Music, Vroom automobile magazines, and Business World.Each of the brands has an independent identity and an independent target audience.These are examples of:

Refrigerators and washing machines are examples of:

Suppose you want to open a consumer electronics store.What would be the product mix breadth of your company? What would be the product line depth?

"no name" is a brand that belongs to Loblaw Companies Limited, Canada's largest food retailer."no name" is an example of:

A product sold without a brand name, typically in a commodities market, is called a:

Pearly and Waves are two teeth whitening brands.Though Pearly charges more than Waves, both use the same "magical" ingredient (peroxide)and produce the same result.Most consumers typically opt for Waves.Which of the following is most likely influencing their purchase decision?

Draw Samsung product mix and discuss product mix breadth and product line depth.

Joss bought a refrigerator.The refrigerator came with a warranty, free delivery, and free after-sales service.In this scenario, the warranty, free delivery, and after-sales service constitute the:

Miller International Inc. is an organization that manufactures sports goods. It sells hockey sticks (both field hockey and ice hockey), footballs, baseball bats, cricket bats, and tennis racquets. To expand its market, it also plans to sell sports apparel under the same brand name. Miller International has partnered with Polar Inc., which sells health drinks. Polar drinks now carry the Miller International logo, and some Miller International products also have the Polar logo. Miller International has also made an agreement with a number of small manufacturers that will produce sports apparel under the Miller International brand. Sales being impressive, Miller International decides to discontinue its partnership with Polar and enter into the health drinks segment on its own. The presence of big players and ineffective marketing strategies lead to the failure of Miller International's foray into the health drinks market. The failure also affects the brand image of the company, and there is a dip in the sales of sports goods marketed by Miller International. -Miller International, an organization that manufactures sports goods, had planned to go into the sports apparel business.This would most likely be an example of:

When developing or changing a product, marketers start with the core customer value to determine what their potential customers are seeking.