Chapter 10 Product Concepts – Flashcards

A Boston diamond distributor has developed the first branded diamond called Hearts on Fire to help smaller retailers counter the volume jewelers' aggressive price discounting. This move is meant to:

Adding additional products to an existing product line in order to compete more broadly in the industry referred to as:

All of the following are functions of packaging Except:

Along with its Macintosh computer line, Apple markets its iPod, iPhone, and Apple TV products. This is an abbreviated listing of the company's:

Amy stopped by the grocery store to pick up a gallon of milk. As she was waiting to check out, she noticed that People Magazine had an interesting cover story about Scarlett Johansson. As Amy is a huge fan of Scarlett, she had to buy a copy. In this example, the People Magazine is an example of a(n) _____ product.

A(n) _____ brand is one owned by the wholesaler or retailer.

A number if yogurts are marked under the Dannon brand, including Dannon All Natural, Dannon Fruit on the Bottom, Dannon Light & Fit. DanActive, and Dan-o-nino. The large variety of yogurt under the Danno brand is an example if a:

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.

Apple recently updated its iPod Touch product, expanding its storage from 8 GB to 16 GB. Enlarging the iPod Touch's storage capacity is an example of a:

A product line is a group of products that are closely related because the:

At one point, Heinz made ketchup in multiple colors, including red, green, purple, pink, orange, and teal. While they were popular for a few years, consumers stopped buying the unusual colors and Heinz has dropped back to just making red ketchup. This is an example of the implementation of a _____ strategy.

Bang & Olufsen make some of the best sound systems in the world. After years of development. Bang & Olufsen recently released its new BeoLob 5 speakers. For audiophiles who demand the best in audio equipment, the $19,950 Bang & Olufsen BeoLab 5 speakers represent and example of a(n) _____ products.

Butterball, a well-known brand of turkey, advertised Ocean Spray cranberry sauce in its magazine ads and depicted suggested usage with its turkey. This is an example of which type of co-branding?

Campbell's can talk about its soup being "Mm! Mm! Good!" and promote its entire line. This is an example of:

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.

Harrison wanted a gas water heater. He watched newspaper ads until he found one on sale. For Harrison the water heater is a(n)_____ product.

Heinz is a leading global food manufacturer. It manufactures and markets farleys (baby food), Jack Daniel's sauces, and Weight Watcher's diet/slimming meals and supplements. The use of these brand names instead of the Heinz name is an example of a(n) _____ branding strategy.

Kathy is driving Chaz, her young son, home from soccer practice when Chaz says, "Mom, I'm thirsty." Kathy immediately pulls the car into the nearest gas station and buys Chaz a Coke. For Kathy, the Coke is best described as an example of buying a _____ product.

Labeling that is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase is referred to as:

Maureen purchased a package of Bounce fabric sheets with Febreeze citrus scent. Since both brands were prominently listed on the package, this would be an example of:

Mia's new raincoat contains a label that reads "Professional Dry Clean Only." This is an example of a(n) _____ label.

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.

Over the years, Crest has added a variety of different toothpastes to its brand, such as Cavity-Protection Crest, Sensitive-Teeth Protection Crest, Baking Soda Crest, Tartar Protection Crest, and Crest for Kids. These additions are examples of:

Procter & Gamble makes Gain laundry detergent for people who like a strong scent and Dreft for those who want a gentle detergent for their baby's clothes. It is using a(n) _____ strategy.

_____ products are searched for extensively, and substitutes are not acceptable. These products may be quite expensive, and often distribution is limited.

_____ products are seen by consumers to differ in quality, style, suitability, and lifestyle compatibility. Comparisons between these products are often quite difficult because they may have unique features and different levels of quality and price.

Campbell's Most people recognize Campbell's as a brand of soup, but Campbell's also manufactures Pace Picante Sauce, Pepperidge Farms products, Prego Sauce, Swanson Broth, and V8 juice. Campbell's International division offers more than 20 brands of soups, sauces, beverages, and baked snacks in the Asia Pacific region, Greater Europe and Latin America. Products such as Arnott's biscuits and crackers and Bià Band soups are well known overseas. Campbell's products are sold in more than 120 countries. Refer to Campbell's. If a marketer looks only at the canned soups produced by Campbell's and notes the brands and items only within that category, he or she is analyzing the _____ of the product line.

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:

Nestlé When consumers think of Nestlé, they probably think of chocolate. Historically, though, Nestlé's confectionary business is its weakest area. Based in Switzerland, it is the world's largest food company, with a brand arsenal of Nescafé, Jenny Craig, Perrier, Purina, and PowerBar, just to name a few of its 30 product lines. Nestlé is hoping to become the "world's leading health, nutrition, and wellness firm" by spending billions of dollars on research and development of functional foods--foods that have pharmaceutical-like capabilities to enhance energy and heart, bone, gut, and other health. Nestlé wants consumers to see chocolate as a pharmaceutical product rather than just a treat. Part of this new focus includes streamlining the product mix by selling underperforming items or lines that do not fit its new direction. Critics claim that this new focus could hurt the company's existing brands if the new products fail. Additionally, it may be an uphill battle convincing consumers that a company known for indulgence is now a wellness company. Refer to Nestlé. Some of Nestlé's products include bottled water, candy, and coffee, which would be classified as what type of consumer products?

RockTenn produces cardboard cartons to be used by companies in the food industry. RockTenn is selling _____ products.

Rosa's husband Phil has a cold. Rosa went to the store to buy something that would help Phil sleep. Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapor rub. The package showed both the Breathe Right and the Vicks brand names. This is an example of _____ branding.

Target stores sell many premium foods under the name Archer Farms. This brand can only be purchased in Target stores and is an example of a(n) _____ brand.

The brand name of a manufacturer is known as a(n) _____ brand.

The consumer product classification system is based on:

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

The _____ is the starting point in creating a marketing mix.

The label on Darwin's new blazer that reads "Will Not Shrink" is an example of a(n) _____ warranty.

There are a number of toothpastes marketed under the Crest brand, including Cavity Protection Crest, Pro-Health Sensitive Shield Crest, Baking Soda Crest, Tartar Protection Crest, and Crest for Kids. This is an example of Crest's:

The statement on a toothpaste box that brushing twice a day with the paste will remove 90 percent of all tartar from the user's teeth is an example of a(n):

The two types of package labeling in common usage today are:

When a company uses different brand names for different products, it is using _____ branding.

When Coca Cola introduced Coke Zero, this was an example of a _____ strategy.

When deciding on distribution plans for specialty products, companies generally ensure that the items are:

When Honda automobiles first entered the U.S. market, they were small and not very durable. However, over the years, Honda has modified its automobiles to be one of the most dependable cars on the market. This change in dependability and durability is representative of which type of product modification?

When Kyla wanted patio furniture, she visited stores that had outdoor furniture, including Home Depot, Lowe's, Target, and Howard Lumber Company to find the set that would look just right on her patio. If Kyla represents a typical patio furniture shopper, you know this product is a(n):

Which of the following is the best example of a convenience product?

Which of the following products is most likely to be considered an example of a heterogeneous shopping product?

Which type of consumer product requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores?

Which type of product modification changes a product's versatility, effectiveness, convenience, or safety?

Why is creation of a product the starting point for the marketing mix?