Exam 10: Product, Branding, and Packaging Decisions

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A) Since the brand name is already well established,the firm can spend less in developing consumer brand awareness and brand associations for the new product.
B) Since the original brand or the brand extension has strong consumer acceptance,the positive perception will carry over to the other product.
C) An established brand name can be useful when introducing a complementary product.
D) The new product introduction can often be accomplished more quickly when using an established brand name.
E) All of these

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Brand equity is the set of ass...

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A) shopping; specialty
B) convenience; shopping
C) convenience; specialty
D) specialty; convenience
E) unique; universal

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Repositioning involves changing a brand'...

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A) establishes novelty.
B) is the only one the consumer will consider.
C) reduces delivery costs.
D) facilitates purchasing.
E) creates brand dilution.

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Convenience products / services are those products or services for which the consumer is not willing to spend any effort to evaluate prior to purchase.They are frequently purchased commodity items,usually purchased with very little thought,such as common beverages,bread,or soap. Shopping products / services are products or services for which consumers will spend a fair amount of time comparing alternatives,such as furniture,apparel,fragrances,and appliances,travel alternatives.When people need new sneakers,for instance,they will go from store to store shopping- trying shoes on,comparing alternatives,and chatting with salespeople. Unsought products / services are products consumers either do not normally think of buying or do not know about,example would be a gravestone.

A) SKU
B) PDQ
C) IMF
D) CRM
E) GATT

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A) More packaging,means more product.
B) Buy me!
C) I have more features than the competition.
D) I am cheaper than the competition.
E) There is nothing toxic inside.

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B

A) offered the product line to other firms for purchase.
B) made substantial investments in brand development and manufacturing.
C) promised consumers they will maintain the product.
D) used brand repositioning to improve results.
E) all of these

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A) manufacturers.
B) wholesalers.
C) supply chain specialists.
D) manufacturer's reps.
E) retailers.

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A) by quantitative analysis of brand personalities.
B) in relationship to the value of competitors' offerings.
C) by weighing primary versus secondary benefits.
D) through investment in product tracking systems.
E) through brand association and brand licensing.

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Students may have a number of opinions,but they should provide an understanding of how size of servings can be manipulated,how substitute names for ingredients like "sugar" can be used,how some elements can be emphasized while others are minimized (low fat but high in carbohydrates),etc.

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Answers will vary but should include dis...

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Answers will vary but,for the University...

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A) the combination of a firm's marketing mix
B) the brand associations
C) the category depth
D) a tangible item
E) anything of value to consumers

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