Marketing- Chapter 7

increase profits by dropping products

A product line is most likely too long if managers can ________.

unsought

Consumer products that the buyer either does not know about or knows about but does not normally consider buying are referred to as ________ products

line extension

________ occurs when a company uses its existing brand name for new forms, colors, sizes, ingredients, or flavors of an existing product category.

number of versions offered for each product in the line

Product mix depth refers to the ________.

number of different product lines the company carries

Product mix width refers to the ________.

brand

A ________ is defined as a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service.

filling

Denta Clean's decision to add a whitening toothpaste to its current line of toothpastes is an example of product line ________.

materials and parts

Cement is an example of an industrial product that is categorized under ________.

product mix

Clorox sells five major product lines including cleaning, household, lifestyle, professional, and international. Together the product lines make up Clorox's ________.

core customer value

Howard Schultz, the founder of Starbucks, positioned his bistros as "a third place" between work and home where patrons could share and enjoy a cup of coffee with friends. This illustrates ________.

create immediate consumer recognition

In terms of packaging functions, Tiffany & Co.'s robin egg blue boxes ________.

Shampoo

Which of the following is a pure tangible good?

television

Which of the following is an example of a shopping product?

perishability

World Skies' Flight 167 takes off at 50 percent capacity. The unoccupied seats cannot be stored for later sale or use. This is an example of which service characteristic?

Services

refer to a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible.