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Exam 19: Product Concepts

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Question 91

Multiple Choice

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Which of the following describes cooperative branding?

A) When advertising identifies a brand as a part that makes up another product
B) When two brands receive equal treatment, borrowing from each other's brand equity
C) When products are advertised together to suggest usage together
D) When advertising identifies a brand that should not be used with another product
E) When advertising identifies a family of brands

F) None of the above
G) C) and E)

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Question 92

Multiple Choice

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Betty Crocker brand sells a Hershey's Ultimate Fudge cake mix that prominently features both the Betty Crocker and Hershey's names and logos on the box.This is an example of _____ cobranding.

A) cooperative
B) ingredient
C) umbrella
D) complementary
E) family

F) A) and B)
G) A) and C)

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Question 93

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Coca-Cola is one of the world's largest manufacturers of beverages.It makes over 2,800 different beverage products,including sparkling drinks,waters,juices,juice drinks,teas,coffees,sports drinks,and energy drinks.The great variety of beverages made by Coca-Cola represents its product mix.

Choice Homes, Inc. Choice Homes, Inc., based in Texas, 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 "American 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 neighborhoods. -Refer to Choice Homes,Inc.Choice Homes is considering acquiring a mortgage and title company to add to its marketing power in selling homes.This acquisition would expand the firm's:

Freda was proud of her shiny new iPhone.But she was disappointed when she began to notice scratches on its display surface.If Freda had known about the clear protective films that were available to protect the iPhone display from scratches,she could have avoided this annoying problem.For Freda,the protective films are a(n) _____ product.

Under the _____,all sales have an implied warranty.

Product modification occurs when changes are made in how the product functions,its quality,or some aesthetic characteristic of the product.

Most people recognize Butterball as a brand of turkey,but Butterball brand is also found on fresh turkey breast cuts,turkey sausages,and ground turkey; lunchmeat cold cuts; fresh marinated bone-in,boneless,and whole chicken; frozen chicken products; and Butterball stuffing and gravy mixes.Butterball uses:

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

Cover Girl and Revlon are both recognized as leading manufacturers of cosmetics.Both companies have recently introduced cosmetics for the over-50 woman who does not have the same concerns as a 20-year-old.The introductions of these cosmetics are examples of the implementation of a _____ strategy.

Over the years Cadillac has become to be thought of as "your grandparent's car." The new Cadillac ads showing a beautiful young woman driving a Cadillac along with the statement,"When you turn your car on,does it turn you on?" This is an example of marketing designed to help _____ Cadillac as a car for today's younger driver.

Compare and contrast the three types of product modifications and give an example of how each could be implemented.

Which of the following is the best example of a shopping product for most consumers?

One of the leading manufacturers of choir robes has added different types of trim and fabric in the making of the robes.The company has not changed its prices.This is a(n) _____ modification.

The nutrition label on a package is an example of persuasive labeling.

A warranty does not confirm the quality or performance of a good or service.

What is a universal product code (UPC)? How does the use of UPCs benefit retailers?

Apple Computer,Inc.recently dropped "Computer" from the company's name to become Apple,Inc.This was a part of its _____ away from simply being perceived as a computer company.

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

Labels that contain standard promotional claims like "new," "improved," and "super" are examples of _____ labels.