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Exam 11: Product Concepts, Branding and Packaging

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Question 121

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As the production manager of an engineering firm, you went out and bought a metal cutting machine. What you have purchased can best be classified as a

A) raw material.
B) processed component.
C) component part.
D) service.
E) business product.

F) C) and D)
G) A) and E)

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Question 122

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Packaging can be used to communicate symbolically the quality or premium nature of a product.

A) True
B) False

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Question 123

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What are the factors that marketers should consider while selecting a brand name?

Use of the product is the most important means of distinguishing consumer products from business products.

Many products are in the maturity stage of the product life cycle.

The stage of the product life cycle when marketers consider eliminating products that are not contributing to profitability or the overall effectiveness of a product mix is the ____ stage.

Private distributor brands are owned by

Elements that help create brand equity include all of the following except brand

Old Navy sells only Old Navy labeled clothing in its retail stores. The Old Navy brand is not sold in any other outlet. Old Navy is a ____ brand.

Service, repair work, and accessories may be important considerations in a consumer's decision to purchase a particular shopping product.

Recently Jose went to a neighborhood grocery store to pick up a few items. When he looked for Old Spice Ultra deodorant, it was unavailable. Although there were a number of deodorant brands available, he did not buy any deodorant. Jose's behavior indicates that he most likely has what level of brand loyalty toward Old Spice Ultra deodorant?

How do sellers benefit from the use of brand names and brand marks?

Sara Lee Corporation manufactures desserts, breads, pantyhose, meats, and a variety of other products. These products make up Sara Lee's product

Duncan Hines Brownie Mix has revised its packaging with the words "Real Hershey's Chocolate In the Mix" on its box. This is an example of ____ .

Brand equity helps give a brand the power to capture and maintain a consistent market share, which provides stability to an organization's sales volume.

When a product tries to capitalize on the brand equity of two separate brands, marketers are using

Of the different types of brands, the one that has experienced the steadiest growth is

Consumers are reluctant to purchase substitute brands if a desired brand of a convenience product is unattainable.

During the growth stage of the product life cycle, marketers must

Scenario 11.1 Use the following to answer the questions.When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the company chose drink boxes that did not need refrigeration. The boxes were only sold in shrink-wrapped sets of six. Single boxes were not available at grocery stores or convenience markets. Once the Silk chocolate product was selling well, they also began offering the Silk Soymilk vanilla flavor in the same type packaging. The Silk Soymilk brand, logo, and look of the boxes were the same as its larger half-gallon versions. The only difference in packaging style was the brown color for chocolate milk and the color white for vanilla. -Refer to Scenario 11.1. Which of the following is not a function of the packaging strategy chosen by Silk Soymilk?