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Exam 10: Product Concepts

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Question 1

Multiple Choice

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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) A) and B)
F) None of the above

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Question 2

Multiple Choice

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Tyler wants the Coca-Cola Barbie by Mattel for her birthday. This Mattel product contains items with the Coca-Cola trademark, and Barbie is wearing an outfit in Coca-Cola red and white. Because both brands are receiving equal treatment, what is this most likely an example of?

A) cooperative branding
B) ingredient branding
C) umbrella branding
D) complementary branding

E) A) and B)
F) A) and C)

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Question 3

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The Crayola brand is currently placed on a wide variety of products, including crayons (standard and fluorescent colours packaged in a wide variety of box sizes), markers (regular and washable), paints (watercolour and acrylic), scissors, glue, and children's clothing. Using this company as an example, answer the following questions: What is a product item? A product line? A product mix?

Inez believes that makeup is the most important part of her wardrobe. She spends considerable time comparing the prices, skin tones, and colour options available at various cosmetics counters in department stores. For Inez, makeup is a convenience product.

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

One of the most expensive brands of shoes for mountain climbing is the Anasazi brand. Many climbers believe it to be the safest brand made. People who want to buy the safest climbing shoes available will accept no other brand of shoe even though there are several other manufacturers of climbing shoes. Which type of product are Anasazi brand climbing shoes?

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.

Many cooks believe nothing can beat Bakewell Cream for making delicious biscuits. Loyal customers are willing to go to great lengths to find this product and will accept no substitutes. Bakewell Cream is marketed only in Ontario. For these cooks, Bakewell Cream is a shopping product.

The Dr Pepper Snapple Group produces several different brands of beverages including 7UP, Canada Dry, Dr Pepper, Hawaiian Punch, and Snapple. What is this an example of?

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

When PaintingsDirect, an online seller of contemporary original art, markets its art to home decor buyers for retailers, custom-framing stores, and intermediaries that supply furniture and home furnishings retailers, which type of products is it selling?

Smith-Binney's Crayola makes various products, all targeted toward elementary school children. Drawing, painting, and supply items are sold at convenience stores, toy stores, and grocery stores. Clothing is sold in department stores. Crayola might arrange its product items in the following way: What is the product mix width for Crayola? What is its product line depth? Drawing/Painting Supplies Textiles Crayons, regular wax Crayon sharpeners Boys' clothing Crayons, fluorescent Paint brushes Girls' clothing Markers, regular Scissors Bed and bath linens Markers, washable Glue Watercolour paints Storage cases Acrylic paints Chalk

Ocean Spray is known for cranberry juices. When it added Ocean Spray Craisins (dried sweetened cranberries to be eaten like raisins), that was an example of a product mix extension for the company.

Generic products are those brands whose names have become generic and now identify a class or type of product, such as aspirin, cellophane, thermos, or shredded wheat.

James bought a pair of winter boots. What kind of product would these boots be classified as?

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?

A Toronto diamond distributor has developed the first branded diamond called Hearts on Fire to help smaller retailers counter the volume jewellers' aggressive price discounting. What is the purpose of this move?

Cadbury Dairy Milk chocolate can be purchased regularly with little shopping effort, usually with little planning, and it requires wide distribution. What would this chocolate bar be described as?

Walmart carries groceries, electronics, and toys among other products. How else could these individual categories be described?

Because of who owns them, what are the brand names used on Del Monte, Pillsbury, Harley-Davidson, and Purina products called?