MKTG 321 Ch. 11: Product Concepts, Branding, and Packaging

In many cases, customers cannot actually judge the quality of the product for themselves and instead must rely on the ____________ as a quality indicator.

brand

Some have defined a __________ as not just the physical good, name, color, logo, or ad campaign, but everything associated with the product, including its symbolism and experiences.

brand

Advertising messages during growth stage should stress:

brand benefits.

What is likely to be the greatest single asset in the organization's possession?

brand equity

Which of the following is the strongest and most desired by marketers?

brand insistence

Brands are identifiers that make repeat purchasing easier for customers, thereby fostering _____________________.

brand loyalty

The Double-A of American Airlines, the peacock of NBC, and the apple with a missing bite of Apple are examples of a _______________.

brand mark

four major elements underlie brand equity:

brand name awareness, brand loyalty, perceived brand quality, and brand associations.

Both buyers and sellers benefit from:

branding.

Examples of convenience products:

bread, soft drinks, and chewing gum to gasoline and newspapers.

Evaluation stage

The buyer considers the product's benefits and decides whether to try it, considering its value versus the competition.

Trial stage

The buyer examines, tests, or tries the product to determine if it meets his or her needs.

Adoption stage

The buyer purchases the product and can be expected to use it again whenever the need for this product arises.

Interest stage

The buyer seeks information and is receptive to learning about the product.

product mix

The composite, or total, group of products that an organization makes available to customers.

Elements offered by a total product:

The core product, its supplemental features, and its symbolic or experiential benefits.

Co-branding

Using two or more brands on one product. - To be done successfully, the brands involved must represent a complementary fit.

Brand equity

Value of a brand; The marketing and financial value associated with a brand's strength in a market. - it includes both tangible assets and intangibles such as public perception and consumer loyalty.

Example of process materials:

Vinegar used in salad dressing is an example of this.

Example of changing packaging to make it safe to use:

When Procter & Gamble released its popular Tide Pods product, it did not anticipate that children would mistake the colorful packaging and pods as candy.

Innovative Packaging

When a marketer employs a unique cap, design, applicator, or other feature to make a product distinctive.

category-consistent packaging

When an organization introduces a brand in one of these product categories, marketers will often use traditional package shapes and color combinations to ensure that customers will recognize the new product as being in that specific product category.

A package performs a promotional function when it is:

When it is designed to be safer or more convenient to use if such characteristics help stimulate demand.

Awareness stage

When the buyer becomes aware of the product.

category-consistent packaging

When the product is packaged in line with the packaging practices associated with a particular product category.

Brand associations

Work to connect a particular lifestyle or, in some instances, a certain personality type with a specific brand. - particularly effective with younger consumers.

Free samples can help move consumers into which of the following?

Trial

Someone in this stage of adoption process might be seen purchasing a small quantity, taking advantage of free samples, or borrowing the product from someone else.

Trial

T/F: An organization is not limited to a single branding strategy.

True

T/F: Brand extensions need to be closely linked to the core brand.

True

T/F: Brand insistence also can apply to service products, such as Hilton Hotels, or sports teams, such as the Dallas Cowboys.

True

T/F: Entering the adoption stage does not mean that the person will eventually adopt the new product. Rejection may occur at any stage.

True

T/F: In brand licensing, the licensee is responsible for all manufacturing, selling, and advertising functions and bears the costs if the licensed product fails.

True

T/F: Simple brand changes have also led to major marketing successes.

True

T/F: infringement is determined by the courts, which base their decisions on whether a brand causes consumers to be confused, mistaken, or deceived about the source of the product.

True

family packaging

Using similar packaging for all of a firm's products or packaging that has one common design element.

Installations

A business product category; Facilities and nonportable major equipment. - Usually expensive and intended to be used for a considerable length of time.

An unsought product

A buyer of this product type will find the closest location to receive service; speed of problem resolution is more important than price.

Raw materials

A category of business product: Basic natural materials that become part of a physical product.

Accessory equipment

A category of business product: Equipment that does not become part of the final physical product but is used in production or office activities.

Business services

A category of business product: Intangible products that many organizations use in their operations. - Firms must decide whether to provide these services internally or obtain them from outside the organization.

Example of co-branding:

- Cinnabon has released co-branded items with Kellogg's (cereal) and Pillsbury (Toaster Strudel). - Or Harley Davidson successfully teamed up with Best Western to develop a rewards program for motorcycle enthusiasts.

Example of "depth" of product line:

- If looking at all products from Procter & Gamble, and looking at only their "laundry" or "detergent" product line, then Tide, Bold, Gain, Cheer, and Era, for example, are all Procter & Gamble detergents that add to the depth of the laundry product line. - If looking at only their "deodorant" product line, then Old Spice and Secret would represent the "depth" of the product line.

Specialty products

- Products that are often distributed through a very limited number of retail outlets. - Purchased infrequently, causing lower inventory turnover.

People associate specific colors with certain feelings and experiences. Here are some examples:

- White represents sincerity, simplicity, and purity. - Yellow is associated with cheerfulness, optimism, and friendliness. - Red connotes excitement and stimulation. - Pink is considered soft, nurturing, and feminine. - Blue is soothing; it is also associated with intelligence, trust, and security. - Black represents power, status, and sophistication. - Purple is associated with dignity, quality, and luxury. - Brown is linked to seriousness, ruggedness, and earthiness. - Green is associated with nature and sustainability.

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it is estimated that only ____ to ____ percent of new products succeed in the marketplace and at most are rarely above ___ percent.

15 to 25; 50

Generic brands

A brand indicating only the product category; no brand name or other identifying terms. Usually sold at a lower price.

Private distributor brands

A brand initiated and owned by a reseller

Manufacturer brands

A brand initiated by producers to ensure that producers are identified with their products at the point of purchase. - usually requires a producer to become involved in distribution, promotion, and to some extent, pricing decisions.

Individual branding

A branding strategy in which each product is given a different name.

Component parts

A category of business product: Items that become part of the physical product and are either finished items ready for assembly or items that need little processing before assembly. - Purchase such items according to their own industry standards, and are expected to be of a specified quality and delivered on time.

MRO supplies (maintenance, repair, and operating)

A category of business product: Maintenance, repair, and operating items that facilitate production and operations but do not become part of the finished product. - These are sold through numerous outlets and are purchased routinely. Often deal with more than one seller.

Process materials

A category of business product: Materials that are used directly in the production of other products but are not readily identifiable. - Purchased according to industry standards.

Idea

A concept, philosophy, image, or issue.

Examples of services include:

A concert performance by Beyoncé, online car insurance, a medical examination, an airline flight, and child day care.

Brand loyalty

A customer's favorable attitude toward a specific brand. - If this is sufficiently strong, customers will purchase the brand consistently when they need a product in that specific product category.

A disadvantage of individual branding is:

A firm cannot capitalize on the positive image associated with successful products.

Product

A good, a service, or an idea received in an exchange.

product line

A group of closely related product items viewed as a unit because of marketing, technical, or end-use considerations.

trademark

A legal designation of exclusive use of a brand giving owner exclusive use

brand

A name, term, design, symbol, or other feature that identifies one seller's product as distinct from those of other sellers.

Handling-Improved Packaging

A product's packaging may be changed to make it easier to handle in the distribution channel-- for example, by altering the outer carton or using special bundling, shrink-wrapping, or pallets. In some cases, the shape of the package itself is changed.

product item

A specific version of a product that can be designated as a distinct offering among a firm's products.

Good

A tangible physical entity.

growth stage

A typical marketing strategy during this stage seeks to strengthen market share and position the product favorably against aggressive competitors by emphasizing product benefits. - The goal of the marketing strategy in this stage is to establish and fortify the product's market position by encouraging adoption and brand loyalty.

Marketers of installations must frequently provide:

A variety of services, including training, repairs, maintenance assistance, and even aid in financing.

Supplemental Features

Additional features and services that provide added value to core product. Not required, but help differentiate one product brand from another and may increase customer loyalty.

Example of a product item:

An American Eagle Outfitters T-shirt.

brand licensing

An agreement whereby a company permits another organization to use its brand on other products for a licensing fee.

Service

An intangible result of the application of human and mechanical efforts to people or objects.

brand extension

An organization uses one of its existing brands to brand a new product in a different product category.

Examples of shopping products include:

Appliances, bicycles, furniture, stereos, cameras, and shoes.

Example of maturity stage:

As Barbie doll sales decline in the United States, Mattel has been trying to increase interest for Barbie in China. Because parents have a different view of toys in China than those of the United States, Mattel has had to adapt Barbie to focus more on learning and intellectual pursuits. They had to change their promotional and distribution efforts.

packaging materials

At the most basic level, these serve the basic purpose of protecting the product and maintaining its functional form.

Buyers recognize the existence of a new product during which of the following stages of the product adoption process?

Awareness

Symbolic or Experiential Benefits

Benefits based on experiences with the product, which give symbolic meaning. - Derived from customers' involvement with the product, and may convey additional value to many products (and brands) for buyers

Example of product line:

Birchbox, a monthly subscription service, developed its own product line of cosmetics, called LOC (Love of Color), to market smaller sizes of makeup that consumers can use up quickly and then move on to the latest color or style.

Putting characters such as Dora the Explorer on a cereal box is an example of a:

Brand association

The strongest and least common level of brand loyalty.

Brand insistence

Who actually creates brand names?

Brand names are generally created by individuals or a team within the organization.

This is the weakest form of brand loyalty.

Brand recognition

family branding

Branding strategy in which you brand all of a firm's products with the same name or part of the name.

Accessory equipment

Business products that are less expensive, purchased routinely with less negotiation, and are often treated as expense items rather than capital items because they are not expected to last as long. They do not have to provide a multitude of services.

Consumer Products

Products purchased to satisfy personal and family needs. Marketed based on terms of how buyers generally behave.

Business products can be classified into seven categories including:

Categories include: installations, accessory equipment, raw materials, component parts, process materials, MRO supplies (maintenance, repair, and operating), and business services.

Classify Consumer Products based on:

Characteristics of consumer buying behavior.

Business products can be classified according to their:

Classified according to characteristics and intended uses.

Example of failed brand extensions:

Colgate making kitchen entrees.

Core Product

Consists of a product's fundamental utility or main benefit and usually addresses a fundamental need of the consumer.

Most common reason for brand loyalty:

Customer satisfaction with a brand

Example of a product in the maturity phase:

DVDs, tablets

Sales fall rapidly during which produce life-cycle stage?

Decline

Example of product in decline stage:

Decline in demand for most sweetened carbonated beverages such as soda, which has been continuing for decades as consumers turn instead to bottled teas and flavored waters.

Example of "width" of product mix:

Deere & Co. offers multiple product lines for the agricultural industry, including tractors, scrapers, grain harvesting equipment, agricultural management solutions, home and workshop products, and even crop insurance.

Which of the following are viewed as "in the know" by many product adopters?

Early adopters

Products can be:

Either tangible or intangible.

Examples of unsought products:

Emergency medical services and automobile repairs.

Examples of brand marks include:

Examples are McDonald's Golden Arches, Nike's "swoosh," and Apple's silhouette of an apple with a bite missing.

Examples of raw materials:

Examples include minerals, chemicals, agricultural products, and materials from forests and oceans.

Services, in particular, are purchased on the basis of?

Expectations

Examples of private distributor brands:

Familiar retailer brand names include Target's Archer Farms and Up and Up, Walmart's Great Value, and Whole Foods' 365 Everyday Value

During growth period

Firms should seek to fill gaps in geographic market coverage during this life-cycle period. As a product gains market acceptance, new distribution outlets usually become easier to secure.

Innovators

First adopters of new products; do not mind taking a risk.

Two difficulties may arise during the introduction stage:

First, sellers may lack the resources, technological knowledge, and marketing expertise to launch the product successfully. Second, the initial product price may have to be high to recoup expensive marketing research or development costs, which can depress sales.

Example of brand extension:

For example, Tesla—which makes upscale electric cars—introduced a line of battery products for residential and commercial use under the Tesla brand. Or the makers of the Swiss army knife making luggage.

Examples of a secondary-use package:

For example, a margarine container can be reused to store leftovers, and a jelly container can serve as a drinking glass.

Examples that were at one time all brand names and eventually were declared generic terms that refer to product classes:

For example, aspirin, escalator, and shredded wheat.

Example of when simple brand changes were successful:

For example, when MillerCoors temporarily repackaged its Miller Lite beer for a short-term promotion using its original white can design.

These items are typically staples that would be marketed using an undifferentiated strategy because they lack special features, such as sugar, salt, or aluminum foil.

Generic brands

cultural branding

Has been used to explain how a brand conveys a powerful myth that consumers find useful in cementing their identities. These brands may develop communities of loyal customers. - such as Harley-Davidson and Apple, this can result in an almost cult-like following.

In this stage, marketers must decide whether to reposition the product to extend its life, or whether it is better to eliminate it.

In the decline stage

Product benefits can be:

Includes functional, social, and psychological utilities or benefits.

early majority

Individuals who adopt a new product just prior to the average person.

Breakeven point

It is after this point—when competitors enter the market—that the growth stage begins.

Examples of family packaging:

It is generally used for lines of products, as with Campbell's soups, Weight Watchers' foods, or Planters Nuts.

Advantage of brand loyalty:

It reduces a buyer's risks and the time spent deciding.

"depth" of product mix

The average number of different products offered in each product line.

Shopping products

Items for which buyers are willing to expend considerable effort in planning and making purchases; substitutes do exist. - Buyers compare alternatives. - Expected to last a fairly long time and are more expensive than convenience products. - Distributed via fewer retail outlets than convenience products.

Specialty products

Items with unique characteristics that buyers are willing to expend considerable effort to obtain. - Buyers conduct research, plan the purchase of a specialty product, know exactly what they want, and will not accept a substitute. - buyers do not compare alternatives and are unlikely to base their decision on price.

Many products that were purchased as consumer products could also be considered __________________________ to businesses.

MRO supplies

Often symbols and cues are used to:

Make intangible products more tangible, or real, to the consumer. Example- Prudential Insurance, for example, features the Rock of Gibraltar on its logo to symbolize strength and permanency.

Example of symbolic or experiential benefits:

McDonald's is introducing Create Your Taste in some of its stores that allow customers to choose their bread, meat, cheese, and toppings however they like it.

Example of individual branding:

Nestlé S.A., the world's largest food and nutrition company, uses individual branding for many of its 6,000 different brands, such as Nescafé coffee, PowerBar nutritional food, Maggi soups, and Häagen-Dazs ice cream.

Where would you go to buy convenience products?

Normally marketed through many retail outlets, such as gas stations, drugstores, and supermarkets.

Brand name

Often a product's only distinguishing characteristic without which a firm could not differentiate its products. - as fundamental as the product itself.

Examples of supplemental features:

Often include perks such as free installation, guarantees, product information, promises of repair or maintenance, delivery, training, or financing. Or a hotel offering free breakfast, free Wi-Fi, free popcorn and soda in the hotel lobby.

A secondary-use package

Package that can be reused for purposes other than its initial function. Adds value.

Sales of a convenience product relies heavily on:

Packaging and displays

Component parts

Parts that can be identified and distinguished easily, even after the product is assembled.

Early adopters

People who adopt new products early, choose new products carefully, and are viewed as "the people to check with" by later adopters.

Are also called private brands, store brands, or dealer brands.

Private distributor brands

Example of "width" of product mix:

Procter & Gamble offers a broad product mix, comprised of all the health care, beauty-care, laundry and cleaning, food and beverage, paper, cosmetic, and fragrance products the firm manufactures.

Business Products

Products bought to use in a firm's operations, to resell, or to make other products.

Unsought products

Products purchased to solve a sudden problem, products of which customers are unaware, and products that people do not necessarily think of buying.

Business products

Products that are usually purchased on the basis of an organization's goals and objectives. Generally, the functional aspects of the product are more important than the psychological rewards.

Ideas provide:

Provide the psychological stimulation that aids in solving problems or adjusting to the environment. For example a charity that uses marketing techniques to raise money for their cause.

Labeling

Providing identifying, promotional, or other information on package labels. - is very closely related with packaging and is used for identification, promotional, informational, and legal purposes.

Multiple Packaging

Rather than packaging a single unit of a product, marketers sometimes use twin packs, tri-packs, six-packs, or other forms of multiple packaging. This packaging may increase demand or consumer acceptance.

A line extension

Refers to using an existing brand on a new product in the same product category, such as new flavors or sizes.

Convenience products

Relatively inexpensive, frequently purchased items for which buyers exert minimal purchasing effort and little time planning.

late majority

Skeptics who adopt new products when they feel it is necessary.

Examples of category-consistent packaging:

Some product categories—for example, mayonnaise, mustard, ketchup, and peanut butter—have traditional package shapes. Or using recognizable color combinations, such as red and white for soup.

Examples of component parts include:

Spark plugs, tires, clocks, brakes, and headlights.

Examples of brand licensing:

Sports is an industry that engages in much licensing, with the NFL, the NCAA, NASCAR, and Major League Baseball, all leaders in the retail sales of licensed sports-related products.

Example of Innovative Packaging:

Stack Wine offers its products in unique single-serve cups. The cups are filled with wine, sealed, and come stacked together in four packs.

Examples of Installations:

Such as office buildings, factories, and warehouses, production lines and very large machines.

Examples of family branding:

Such as the cereals Kellogg's Frosted Flakes, Kellogg's Rice Krispies, and Kellogg's Corn Flakes. Or Arm & Hammer Heavy Duty Detergent, Arm & Hammer Pure Baking Soda, and Arm & Hammer Carpet Deodorizer.

"Made in USA" labels

The FTC requires that "all or virtually all" of a product's components be made in the United States if the label says "Made in USA."

Example of an idea:

The Red Cross raises money to help people survive natural and manmade disasters and can be described as this.

Example of an ad during growth stage:

The advertisement for Silk Almond Milk, for example, strives to encourage adoption of the product by promoting that more people in a taste test found it tastier than milk.

Things that contribute to the experiential element:

The atmosphere and décor of a retail store, the variety and depth of product choices, the customer support, and even the sounds and smells.

Brand recognition

The degree of brand loyalty in which a customer is aware that a brand exists and views the brand as an alternative purchase if their preferred brand is unavailable.

Brand preference

The degree of brand loyalty in which a customer prefers one brand over competitive offerings. - if the brand is not available, the customer will accept a substitute.

Brand insistence

The degree of brand loyalty in which a customer strongly prefers a specific brand and will accept no substitute.

Product Adoption Process

The five-stage process of buyer acceptance of a product: awareness, interest, evaluation, trial, and adoption.

trade name

The full legal name of an organization. - Such as Ford Motor Company, rather than the name of a specific product.

introduction stage

The initial stage of a product's life cycle; its first appearance in the marketplace, when sales start at zero and profits are negative.

Laggards

The last adopters, who distrust new products.

"width" of product mix

The number of product lines a company offers

Branding strategy is influenced by:

The number of products and product lines the company produces, number of competitors, and firm size.

brand name

The part of a brand that can be spoken, including letters, words, and numbers. - such as 7UP or V8.

brand mark

The part of a brand that is not made up of words, such as a symbol or design.

growth stage

The product life-cycle stage when sales rise rapidly, profits reach a peak, and then they start to decline.

product life cycle

The progression of a product through four stages: introduction, growth, maturity, and decline.

decline stage

The stage of a product's life cycle when sales fall rapidly, must consider eliminating items from the product line that no longer earn a profit.

maturity stage

The stage of a product's life cycle when the sales curve peaks and starts to decline, and profits continue to fall.

Examples of MRO supplies:

These might include paper, pencils, cleaning supplies, and paints.

Shopping products

These products are still within the budgets of most consumers and are purchased less frequently than convenience items, thus they have lower inventory turnover than convenience products.

Examples of business services:

They include financial, legal, marketing research, information technology, and janitorial services.

Specialty products

This is the most expensive category of products.

The package

This should prevent damage and product tampering, and deter shoplifting.

maturity stage

This stage is characterized by intense competition because many brands are now in the market. Competitors emphasize improvements and differences in their versions of the product.

The sales staff at outlets where a product in the decline stage is still sold will shift emphasis to:

To more profitable products.

Individuals move into the ___________________ stage of product adoption process when they need a product of that general type and choose to purchase the new product on a trial basis.

adoption

Marketers employ _________________ to capitalize on the brand equity of multiple brands.

co-branding

In the case that a preferred brand is not available, which consumer product types will a shopper be most likely to choose a substitute brand?

convenience

What is a major consideration for determining packaging?

cost, promotional role

During this stage marketers do little to change a product's style, design, or other attributes during its decline.

decline stage

During what stage might the marketer cut promotion efforts, eliminate marginal distributors, and finally, plan to phase out the product?

decline stage

Stage in life-cycle when spending on promotion efforts is usually dramatically reduced, and firms will start to eliminate unprofitable outlets.

decline stage

Retailers and wholesalers use private distributor brands to:

develop more efficient promotion, generate higher gross margins, and change store image.

Factors in selecting a brand name:

easy to say, spell, and recall (such as Cheer). Second, indicate major benefits and uses, and avoid negative or offensive references. Third, the brand should be distinctive. Create a brand personality that aligns w/ target market. Must be compatible with all products in the line, and Finally, a brand should be designed to be used and recognized in all types of media.

A final consideration of packaging is whether to develop packages that are viewed as ___________________________________.

environmentally responsible

In which branding strategy does the promotion of one item with a given brand, also promote the firm's other products that share the same brand?

family branding

ACME Corp. has decided that all of its products' packages should be similar. ACME is using which of the following?

family packaging

Additionally, packaging can promote a product by communicating its:

features, uses, benefits, and image.

Examples of accessory equipment include:

file cabinets, fractional-horsepower motors, calculators, and tools.

Examples of manufacturer brands:

for example, Green Giant, Dell Computer, and Levi's jeans.

Categories of consumer products:

four categories: convenience, shopping, specialty, and unsought products.

It is challenging for a firm to foster brand loyalty for products such as:

fruits or vegetables

Thus, to develop the optimal product line, marketers must understand buyers' __________.

goals

During which of the product life cycle stages do sales rise rapidly?

growth

Profits begin to decline late in the _______ stage as more competitors enter the market, driving prices down and creating the need for heavy promotional expenses.

growth

The most commonly counterfeited products are:

handbags and wallets, watches and jewelry.

Expectations

help consumers to make judgments

Purchase decisions of installations are often are made by who?

high-level management

Examples of specialty products:

include fine jewelry or limited-edition collector's items.

A branding strategy in which separate, unrelated names can be used, and each brand can be aimed at a specific segment.

individual branding

Marketers also use ____________________, or unique, packages that are inconsistent with traditional packaging practices to make the brand stand out from its competitors.

innovative

Depending on the length of time it takes them to adopt a new product, consumers tend to fall into one of five major adopter categories:

innovators, early adopters, early majority, late majority, and laggards.

Four stages of product life cycle:

introduction, growth, maturity, and decline.

A major advantage of individual branding is:

is that if an organization introduces a product that fails in the marketplace, the negative images associated with it do not influence consumers' decisions to purchase the company's other products.

If a brand is extended too many times...

it can be weakened.

Which of the following is closely related to packaging and is used to identify, promote, inform, and address legal requirements?

labeling

There are three categories of brands:

manufacturer, private distributor, and generic.

Which stage is characterized by intense competition?

maturity

Stage when buyers' knowledge of the product is likely to be high, when they have become experienced specialists.

maturity stage

The producers who remain in the market are likely to change their promotional and distribution efforts at this stage.

maturity stage

Weaker competitors are squeezed out of the market during this stage.

maturity stage

A package may be redesigned because:

new product features need to be highlighted or because new packaging materials have become available, or to make the product safer or more convenient to use.

In a marketing strategies used to increase the sales of mature products, marketers may suggest:

new uses for the products.

Through verbal and _________________ symbols, the package can inform potential buyers about the product's content, features, uses, advantages, and hazards.

nonverbal

Which of the following is used by retailers or wholesalers to develop more efficient promotion, generate higher gross margins, and change store image?

private distributor brands

Huy Fong is buying peppers and vinegar to make its iconic Sriracha sauce. For Huy Fong, these are best described as _______________.

process materials

A(n) ______ is a specific version of a product, while a(n) ______ is a group of closely related products that are considered to be a group because of marketing, technical, or end-use considerations.

product item; product line

Which of the following is the total group of products that an organization makes available to customers?

product mix

By understanding the typical life-cycle pattern, marketers can maintain profitable _______________________.

product mixes

Value of branding:

product selection would be more difficult, is a form of self-expression, indicates a quality level and image to the customer. In addition, customers might receive a psychological reward.

brand counterfeiting

products illegally marketed by manufacturers that do not own the brands. - for instance, one can purchase fake General Motors parts, Cartier and Rolex watches, or Louis Vuitton handbags.

Unsought products

products that people do not plan on purchasing.

Producers of convenience products, such as chewing gum, expect little _____________________ effort at the retail level and thus must provide it themselves with ____________________ and _____________________________.

promotional effort; advertising; sales promotion

labels can strengthen an organization's...

promotional efforts.

Protection of a brand is based on...

protection based on brand type.

Effective packaging offers:

protection, economy, safety, and convenience.

Finally, packaging can be used to communicate symbolically the _____________ or premium nature of a product.

quality

Corn, for instance, is a __________________________ that is found in many different products, including food (in many forms), beverages (as corn syrup), and even fuel (as ethanol).

raw material

There are three degrees of brand loyalty:

recognition, preference, and insistence.

Brand loyalty is an important component of brand equity because it:

reduces a brand's vulnerability to competitors' actions.

Modifications in packaging can:

revive a mature product and extend its product life cycle.

Labels on nonedible items, such as shampoos and detergents, must include both:

safety precautions and directions for use.

When a product's packaging can be reused for an additional purpose, this is best described as _________________.

secondary-use packaging

To keep a brand name from becoming a generic term, the firm should:

spell the name with a capital letter, and use it as an adjective, and include the word brand after the brand name, or by advertising that its brand is a trademark by using the symbol ®.

Any food product making a nutritional claim must follow:

standardized nutrition labeling

Brand names that have become generic terms for the product:

such as Scotch Tape, Xerox copiers, and Kleenex tissues.

When buyers purchase a product, they are really buying:

the benefits and satisfaction they think the total product will provide.

A brand exists independently in...

the consumer's mind.

The major characteristic of private brands is that:

the manufacturers are not identified on the products.

Food product labels must state:

the number of servings per container, serving size, number of calories per serving, number of calories derived from fat, number of carbohydrates, and amounts of specific nutrients such as vitamins.

Brand associations sometimes are facilitated by using:

trade characters, such as the GEICO Gecko, Mr. Clean, and the Keebler Elves.

Which of the following are purchased when a sudden problem must be solved, products of which customers are unaware of until they see them in a store or online, and products that people do not plan on purchasing?

unsought products

When a company offers many product lines, it can be said to have a ________________.

wide product mix