Exam 9: Product, Branding, and Packaging Decisions

Vinkruet Coffee House has differentiated itself from its competitors by allowing customers to sit in the café for as long as they want and giving them access to the café's library.Additionally, celebrities have endorsed the brand, which has helped the café create a better brand image among the target customers.This is an example of:

Which of the following refers to the use of the same brand name for new products being introduced to the same or new markets?

Stock keeping units refer to the:

Explain how firms can change product line depth with one example.

Product mix breadth refers to the number of:

Blanding Corp.is a company that specializes in making sports bikes.It then created its own brand of perfumes.But consumers did not like the perfume and voiced their dissatisfaction about the product.The company's attempt adversely affected consumer perceptions about the company's bikes.Blanding was forced to admit its mistake and had to stop the production of the perfumes.Which of the following has most likely triggered the change in the company's marketing and production strategy?

One of the disadvantages for a licensor in brand licensing is the dilution of the brand equity through overexposure of the brand.

The nonphysical attributes of a product, including product warranties, financing, product support, and after-sale service are called the:

Which of the following holds true for the term "perceived value"?

Jim loves eating at the Chinese restaurant Canton Delight.Although three other Chinese restaurants in the neighbourhood are less expensive, Jim continues to visit Canton Delight.This is an example of:

Explain the concept of generic brands.

Some manufacturers prefer to make only private-label merchandise because the costs of national branding and marketing are prohibitive.

Products consumers either do not normally think of buying or do not know about are called:

Vintage Inc. manufactures jeans and T-shirts for men, women, and kids. It also has a separate section that deals exclusively with designer wear for celebrities. The clothes in these four segments are marketed under different brand names. It has to compete with rivals such as Dressing UP Corp. and Royals Inc. Dressing UP also markets jeans and T-shirts for men, women, and kids but under the single brand name Dressing UP. Additionally, Dressing UP markets sportswear under a different brand name Sporty. Royals Inc. manufactures clothing for men, women, and kids under the brand names Royals He, Royals She, and Royals Kidzee. -Vintage Inc.manufactures jeans and T-shirts for men, women, and kids.It also has a separate section that deals exclusively with designer wear for celebrities.The clothes in the four segments are marketed under different brand names.This is an example of:

Explain how firms can increase or decrease product mix breadth.Support your answer with examples.

Which of the following occurs when a brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold?

Products or services, such as furniture, apparel, fragrances, appliances, and travel alternatives, for which consumers will spend a fair amount of time comparing alternatives are called:

Tremblay Inc., a soft-drink company, has a number of local and regional soft-drink brands such as Peppy and Mild.Peppy and Mild are examples of:

Explain how brand-loyal customers are an important source of value for firms.

Benkerano Inc.is a retailer that owns and manages a brand called Saturn's Choice.This brand includes grocery products, financial services, and even cellphone services.Benkerano's Saturn's Choice is an example of a: