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Exam 10: Product, Branding, and Packaging Concepts

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Question 111

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.Explain the differences between brand marks and trademarks.

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A brand name is the part of a brand that...

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Question 112

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Component parts usually need to be processed significantly before they are used in production.

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Question 113

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All Healthy Choice products come in green boxes with the same Healthy Choice logo. This is an example of the use of _.

Scenario 10.3 Use the following to answer the questions. The Pillsbury division of General Mills has promoted its baking products through its trade character, the Pillsbury Doughboy, since 1965. He appears in television commercials touting the quality, benefits, and features of the products Pillsbury sells. Each product in the Pillsbury line, such as crescent rolls, pizza dough, biscuits, and cinnamon rolls, includes the Pillsbury name on the package. In addition to the Pillsbury name, the Pillsbury Doughboy also appears on each package, although in different poses. On the Pillsbury website, the Pillsbury Doughboy character is animated and can be seen "dancing". He can be downloaded to your personal computer or used to create your own e-card. -Refer to Scenario 10.3. If Hanes, a manufacturer of t-shirts, were to begin producing a t-shirt with the trade character Pillsbury Doughboy on the front, this would be an example of .

A product mix is the composite or total group of products that an organization makes available to customers.

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's than an unfamiliar brand.

Craftsman tools sold and branded by Sears is an example of a brand.

Labeling is used for identification, promotional, legal, and purposes.

A package can be used to attract customers' attention.

As Beth and Rob search for a new home, they are interested only in houses built by a particular builder. This purchase is a characteristic of a(n) product.

Buyers want to exert only minimal effort to obtain shopping products.

As a product gains market acceptance, new distribution outlets become more difficult to secure during the growth stage of a product's life cycle.

Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive offerings and will purchase this brand if available.

Brands provide all of the following benefits for buyers except that they do not .

Labeling and packaging are closely interrelated.

During the growth stage, as sales increase, the promotion costs rise as a percentage of total sales.

When Minute Maid mailed out free samples of its new instant drink mix, it was trying to move prospective customers into the stage of the product adoption process.

Which of the following types of products would Energizer batteries be classified as?

In the United States, toothpaste is sold in tubes and ketchup is sold in plastic bottles. However, in other parts of the world, ketchup and tomato paste are also sold in tubes. If Heinz were to introduce ketchup in tubes in the United States, consumers might have a more difficult time recognizing the ketchup product due to the change in the _____.

Dish Network cut back advertising expenditures to minimum levels and reduced the number of channel members for its industrial satellite product. These actions indicate that its product is in the stage of its life cycle.