Marketing - Chapter 9 - Product Concepts

Front 1

Which type of products are searched for extensively, do not have acceptable substitutes, may be quite expensive, and often have limited distribution?

Back 1

Specialty convenience.

Front 2

Supermarket chain Albertsons has rolled out Essensia, a product line consisting of cookies, crackers, frozen foods, and frozen desserts “only available at your local store.” The Essensia brand, which is owned by Albertsons, is an example of which type of brand?

Back 2

Manufactures'

Front 3

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 woman. Which type of strategy is being implemented by the introductions of these cosmetics?

Back 3

Product line extension.

Front 4

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

Back 4

Products all function in a similar manner and provide similar benefits.

Front 5

What is a consumer who consistently and repeatedly purchases the same brand said to have?

Back 5

Brand loyalty.

Front 6

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

Back 6

The daily purchase of a local newspaper.

Front 7

Unsought products can be best described as which of the following?

Back 7

Products consumers don't know about or don't actively look for.

Front 8

When a company markets several different products under the same brand name, how is it referred to?

Back 8

As a family brand.

Front 9

ames Hardie began selling fibre cement siding products in the United States in 1989 to leading builders, lumberyards, and home improvement centres. Even though ads guaranteed the product would not rot or crack for 50 years, many builders hated the product. It was heavy to install, and it showed every flaw in a bad framing job. In 1997, Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong, weather-resistant materials. Soon consumers began asking their builders or remodellers to use the product. Trade ads were used to explain how builders could take advantage of the interest created by the ads in lifestyle magazines. By 2000, the Hardieplank was the number-one brand siding in North America. James Hardie is now the third-most-recognized brand of building material in the world.

Refer to Hardie Siding Products. Hardie now makes multiple types of fibre-cement siding products. There are different widths, textures, and profiles. What are the different types of siding the company makes called?

Back 9

Its product line.

Front 10

Some 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. What would these products be classified as?

Back 10

Heterogeneous shopping products.

Front 11

While Allison was showing her new infant son to friends of her grandmother, the baby needed a diaper change, and she had brought none with her. She normally uses eco-friendly Seventh Generation brand diapers but settled for Pampers brand diaper because that was the only brand stocked at the small local grocery store. For Allison, which type of product is the recent diaper purchase?

Back 11

Convenience product.

Front 12

Which of the following is one of the functions of universal product codes (UPCs)?

Back 12

Allows scanners to match codes with brand names, package sizes, and prices

Front 13

About one out of every two fans sold in North America is The Home Depot’s Hampton Bay brand. What type of brand is Hampton Bay?

Back 13

Private.

Front 14

Procter and Gamble (P&G) manufactures Dawn dishwashing liquid. What can P&G expand by adding Dawn Direct Foam dishwashing liquid?

Back 14

The brand's line depth.

Front 15

Sherwin-Williams’ paint brand, Dutch Boy, has come up with a packaging innovation that is getting rave reviews. The new Twist & Pour paint is packaged in an all-plastic gallon container with an easy twist-off lid, comfortable side handle, and even a pouring spout. There’s no other paint product like it on the market. This innovative packaging was most likely designed for which of the following functions?

Back 15

To facilitate product use and convenience.

Front 16

Ever wonder how video game dragons were created? Or ask yourself how the makers of the movie Perfect Storm created and filmed those gigantic waves? The same computers that created these images have also helped design everything from jumbo jets to an ice-cream-bar shape that minimizes melting in the midday sun. And by giving doctors ways to locate tumours with pinpoint precision, these machines are instilling new hope in victims of once-inoperable brain cancer. It’s all the work of the most magical computer maker on the planet, Silicon Graphics, Inc. (SGI). From movies to molecular science, interactive TV to hyperactive video games, the digital imagery conjured up by SGI technology is pushing the computer industry into a new dimension—the third one, to be exact. Its engineering workstations and computer servers transform reams of data into 3-D images. In an industry marked by huge hype, SGI is the genuine article—a truly innovative company with clearly unique products.

Refer to Silicon Graphics, Inc. All the products (engineering centres and computer servers) offered by SGI are closely related, though a little different based on the target markets. What do these products make up for SGI?

Back 16

Its product mix.

Front 17

A common Christmas tradition in many households is the Claxton fruitcake. The fruitcake bakery in Claxton, Georgia, makes about 2.7 million kilograms of fruitcake annually and has $12 million in sales. One fruitcake batch weighs 170 kilograms. About 70 percent of that weight is fruits and nuts. A single batch is divided into 34 loaf pans that hold 11 pounds each. Loaves are cooked for 100 minutes at 190 degrees Celcius. The bakery can cook 2700 kilograms at a time. During the baking season (August–December), the bakery uses a tractor-trailer load of raisins daily. The suggested retail price of a 454-gram Claxton fruitcake is $3.69.

Refer to Claxton Fruitcakes. What type of brand is Claxton?

Back 17

Manufacturer's.

Front 18

Which of the following needs to be a branding and packaging consideration for companies considering global marketing?

Back 18

Whether to use different brand names in different markets for the same products.

Front 19

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

Back 19

An off-campus apartment.

Front 20

Which products are purchased with little shopping effort and regularly, usually with little planning, and require wide distribution.

Back 20

Convenience.