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Exam 9: Product Concepts

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Question 31

Multiple Choice

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Heinz is a leading global food manufacturer.It manufactures and markets Farleys (baby food) ,Linda McCartney Foods (vegetarian meals) ,and Weight Watcher's Foods (diet meals and supplements) .The use of these brand names instead of the Heinz name is an example of which type of branding strategy?

A) individual
B) synergistic
C) umbrella
D) family

E) A) and D)
F) None of the above

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Question 32

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You have to convince your boss that packaging will be the key to increasing sales of the company's new line of instant pudding mixes.What do you tell him about the packaging?

A) It will cause no environmental damage.
B) It allows products to be shipped more easily.
C) It conforms to government regulations.
D) It can be used to help promote the product.

E) All of the above
F) C) and D)

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Question 33

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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.

A product line is a group of products that are closely related for which of the following reasons?

Joseph Confectionery has decided to start marketing a line of Christian-oriented candy under the Testamint brand name.The candy maker is optimistic about establishing the brand in the marketplace and has high hopes of its success.As a marketing consultant,you inform the candy maker that branding can do which of the following?

Most people recognize Butterball as a brand of turkey,but Butterball brand is also found on fresh turkey breast cuts;turkey sausages;ground turkey;lunchmeat cold cuts;fresh marinated bone-in,boneless,and whole chicken;frozen chicken products;and Butterball stuffing and gravy mixes. -Refer to Butterball.What is this grouping or called?

What is a brand? What is the difference between a brand name,a brand mark,a trademark,and a service mark?

You are the 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 favourite 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.

What is the starting point in creating a marketing mix?

What are the three main objectives or benefits of branding? How do the concepts of brand equity and brand loyalty fit into these objectives? Use these three objectives to briefly evaluate Buick's brand name for its new electric car,named Impact.

List and briefly define the three different types of cobranding.

Which of the following is an example of a product modification?

The Alberto Culver Company manufactures a wide variety of products from hairspray to seasonings.A large number of these products are intended for personal use.The company is divided into three key divisions: toiletries,household,and professional.The toiletries division sells hair care brands such as Alberto VO5,Alberto,and Bold Hold.The household division sells brands such as Mrs.Dash seasonings,Papa Dash salt substitute,Baker's Joy,Sugar Twin,and Static Guard.The professional division sells brands such as Tre Semme,TCB,and Indola.Each of the brands listed above contains many individual products with varying formulations,such as the Alberto styling products,which include mousse,gel,spritz,spray-in conditioner,and hairspray. -Refer to Alberto Culver Company.What could the moisturizing version of Alberto mousse be called?

Name and briefly describe six branding alternative strategies.

Choice Homes,Inc. ,built its reputation by building high-quality new homes,often at prices less than "used" ones.Choice Homes used mass-purchasing power,innovative high-tech communications among employees to coordinate the building process,and other entrepreneurial strategies to hold costs down.Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the dream of home ownership for the same price as rent.Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-income couples.The Choice Classic name was designed to capitalize on the reputation of Choice Homes,especially for current Choice home owners who are ready to move up to a larger home.Recently,Choice Homes started a third line of homes called "Reflections," which are expensive,custom-designed homes located in exclusive,prestigious neighbourhoods. -Refer to Choice Homes,Inc.What do the three different brands of homes (Choice,Choice Classic,and Reflections) represent for the firm?

Which symbol cannot be spoken in a brand?

Realizing that its product needed a warranty to gain rapid market acceptance,what did the manufacturer of a high-tech system for investigating accidents produce?

YKK is the world's largest manufacturer of zippers.It makes over 1,500 different types and styles of zippers.The great variety of zippers made by YKK represents its product mix width.

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,which type of product is the kennel for boarding dogs?

Compared to the other classifications of consumer products,shopping products are which of the following?