Adaptive Learning- Product, Branding and Packaging

Which of the following are important packaging considerations that a manufacturer must keep in mind when producing and transporting products? More than one answer may be correct.

- A package must be durable and protect the product from physical damage as it travels to market. - A package must protect a product from any changes in temperature or weather as it is transported. -A package must be secure enough that theft of the product is deterred throughout the logistics process.

What are the three components of a product?

- Actual product component - Augmented product component - Core product component

From the list below, select the four functions of packaging.

- Advertise and promote products. - Increase convenience of the product. - Provide for sustainability. - Contain and protect products.

Which of the following are common brand strategies?

- Brand extension - Brand revitalization - co-branding

Select all of the items from the list that represent concepts firms must understand in order to produce profitable products.

- Consumers' wants - Consumers' needs

Select from the following list, the four main categories into which all products can be categorized based on characteristics of how the consumer shops, pays, or uses the product.

- Convenience - Shopping - Specialty - Unsought

Select the four steps of a successful branding strategy.

- Create a consistent brand image - Deliver a quality product - Create consistent brand messaging - Capture feedback

Drag each sentence to the step of a successful branding strategy to which it most closely relates. - Deliver a quality product - Create a consistent brand image - Create consistent brand messaging - Capture feedback

- Deliver a quality product: A strong brand provides continued value and quality to customers over time. - Create a consistent brand image: All of the firm's marketing decisions, promotions, and employees should reinforce the brand by providing a dependable experience for consumers. - Create consistent brand messaging: Too many messages can confuse customers as to why they should purchase a brand. - Capture feedback: Because the power of a brand exists in the minds of consumers, marketers must capture and analyze customer responses.

What are the four main components of building brand equity?

- Delivering a product that consumers view as being high quality - Creating brand loyalty among consumers - Managing consumers' memories associated with the brand - Creating a brand image that consumers recognize

Marketing analytics can be used to accomplish which of the following?

- Determine packaging. - Determine brand equity. - Understand and monitor branding strategy.

From the following list, select all of the examples that are brands.

- Disney's castle logo - The emblem on FedEx trucks - A picture of a bulldog symbolizing a home security company

Which of the following are best described as specialty products?

- Expensive sports cars - Rolex watches - Rare artwork

Products are categorized according to which of the following consumer characteristics?

- How the consumer pays for the product - How the consumer uses the product - How the consumer shops for the product

Marketers often use data to identify and confirm product values. From the following list, select all relevant sources of these data.

- Interviews - Surveys - Observational studies

Why is the appearance of packaging particularly important?

- It is one way to differentiate one product from another. - Consumers compare products based on packaging before purchase.

Which of these statements are true of a brand extension strategy? More than one answer may be correct.

- It must be implemented with an eye toward avoiding cannibalization. -It must ensure that the extension lives up to the quality consumers expect from the brand.

From the following list, select all of the choices that are preference metrics used to determine brand equity.

- Measures of brand relevance - Measures of accessibility - Measures of emotional connection

What are the two main marketing strategy considerations for packaging?

- Promoting brand image - Reinforcing brand image

Which of the following products are best described as shopping products?

- Technology - Furniture - Cars

From the following list, select the statements that are true about using data to understand and monitor branding strategy.

- Through market scanning, firms can continuously collect data regarding any potential threats. - Brands exist primarily in the minds of consumers. - Data are used to adjust branding strategy, which allows firms to respond to a threat or to seize an opportunity.

Which actions in the following list can marketing analytics be used to accomplish? More than one answer may be correct.

- identify and confirm product value. - Design packaging. - Inform product line extensions.

From the following list, select all of the choices that are knowledge metrics used to determine brand equity.

-Brand associations - Brand awareness

Drag each definition to the corresponding branding strategy. Brand extension Brand revitalization Co-branding

-Brand extension: When a company broadens the use of its current brand to include new products -Brand revitalization: When a company tries to identify and establish new sources of brand equity and recapture lost sources -Co-branding: When multiple firms produce a product together to take advantage of each company's brand equity

Brand equity consists of which of the following main components?

-Brand loyalty -Brand associations -Perceived quality -Brand recognition

From the following list, select the four steps of a successful branding strategy.

-Create a consistent brand image -Deliver a quality product -Create consistent brand messaging -Capture feedback

Pilar has just purchased a variety of products. Which of Pilar's purchases is a good?

A tennis racket

What are the three most common branding strategies?

Brand extension, brand revitalization, and co-branding

Which of the following is a brand?

Coca-Cola

What is the best definition of perceived quality?

Consumers' view of how well a brand meets personal parameters and expectations

Drag each characteristic to the corresponding component of a product. No items may be used more than once. Core Actual Augmented

Core- Relates to the basic benefit obtained by customers Relates to the basic benefit obtained by customers Actual- Involves the form of the product itself Involves the form of the product itself Augmented- Contains the services, experiences, warranties, and financing that enhance the product value

Which of the following is a true statement regarding brand equity?

It is impacted by a variety of intangible factors.

How would you go about determining the product line depth for a company?

List all of the products in each product line.

Juliette's family has always owned and been happy with Sony computers. Juliette wants to purchase a Sony laptop to take to college with her because she feels Sony laptops are the best. She refuses to consider other brands. Juliette is exhibiting brand ______.

Loyalty

Drag each example to the corresponding type of brand. - Manufacturer - Private Label

Manufacturer: - Rey's tires makes tires that are sold in several different warehouse clubs and tire shops. - Poplar Grain window trim sells window and door term kits at various hardware stores and home improvement centers. Private Label: - Ben's Fuel makes its own oil for sale in its gas stations. Ben's Fuel makes its own oil for sale in its gas stations. - Ally's drugs sells Ally's brand cotton swabs exclusively in their stores or on their website.

A manufacturing company has several product lines, including a line of doors, a line of windows, and a line of lumber. A listing of all of these product lines would demonstrate ______.

Product Mix Breadth

Drag each definition to the corresponding term. Product item Product line product mix

Product item- A particular, individual product Product line- A group of various versions of a product within a particular category Product mix- All of the products made by a single company

What is the best definition of a product?

The specific combination of goods, services, or ideas that a firm offers to its target market

What is brand equity?

The value a company gains from people's positive view of its products

What is involved in co-branding?

Two companies issuing a single product

Until Shana saw Paul's Pickled Herring on the store shelf, she had never heard of it. In Shana's case, the packaging functioned specifically to ______.

advertise and promote the product

Consumer's thoughts that are related to their memories of a brand are known as brand _______.

associations

Products have three components. The ______ product component relates to the elements that enhance the product, such as services or financing. The ______ product component has to do with the essential benefit that customers get from the product. The ______ product component relates to the product itself, such as its quality and features.

augmented; core; actual

When a consumer displays strong allegiance to a brand by purchasing it again and again, that consumer is exhibiting _____ loyalty.

brand

Consumer's thoughts tied to their memories of a brand are known as ______. These thoughts have a major impact on ______, as they can inspire consumers to make brand purchases and give positive reviews or, conversely, spur the desire to purchase a competing brand and give negative reviews.

brand associations; brand equity

A company that already has a strong brand and wishes to take that brand name into a different product category would pursue a ______ strategy.

brand extension

The process of broadening the use of an organization's current brand to include new products is ______.

brand extension

When a pasta company decides to create a line of frozen meals, the company is using a ______ strategy.

brand extension

Carlita sees a motor boat speed past on the lake. Even though she is unable to read the writing on the boat, she can tell by the shiny black motor with a red-and-silver decal and large, white lettering that it is a Mercury motor. This is an example of ______.

brand recognition

One component of brand equity is ______, which is how well consumers are able to identify the brand in a variety of situations. To achieve this, companies use words as well as ______, which are brand elements such as color, design, or symbols that consumers can immediately identify.

brand recognition; brand marks

Also known as rebranding, ______ is a process designed to regain lost brand equity and establish new sources of the same. The first step in this process is typically to ______.

brand revitalization; rebuild customer trust

What is the term for names, symbols, terms, and designs that help customers identify and differentiate companies' products?

brands

Companies use elements like names, terms, symbols, and designs to create ______, which help customers identify and differentiate products. When this process is successful, companies derive value, or ______, from customers' positive views of their products.

brands; brand equity

Gucci is a well-known luxury brand. The company's brown embossed bags and boxes, complete with a gold ribbon, communicate to the customer that the brand is classy and sophisticated. This indicates how packaging ______.

can promote a firm's brand image

When two or more companies issue a single product in an effort to capitalize on the equity of each company's brand, it is called ______.

co-branding

Products that are purchased frequently and are rather inexpensive to buy are classified as ______ products.

convenience

Sunny Side Chocolates sells its chocolates in containers that can be used as ice cube trays or gelatin molds after the chocolate is eaten. This example shows how packaging may be used for ______.

convenience

The three components of a product are ______.

core, actual, and augmented

A nationally known makeup company plans to add a new lipstick to its popular lipstick line. The latest lipstick will highlight its moisturizing benefits and will be packaged in a long, silver tube, which is different from the other lipsticks in the line. This process is known as a product line

extension

Lay's decides to release a new Thai-flavored potato chip using the Lay's brand name and logo. This strategy is known as product line ______.

extension

The process of expanding the use of a company's current brand to add new products is known as the brand _____ strategy.

extension

Research data help companies create packaging that is aesthetically pleasing and ______ because it protects goods in transport and ensures shelf stability.

functional

If the company has high brand equity, the likelihood that a consumer will choose to buy a company's brand instead of a competing brand ______.

increases

An individual product, such as Bounty Select-a-Size Paper Towels, is a product ______.

item

When a customer repeatedly buys a branded product, even if it is priced higher than a similar product on sale, that customer is exhibiting brand

loyalty

Unlike private label/store brands, brands _____ are owned and managed by the company that makes them.

manufacturer/national

On the grocery store shelf at Whole Foods, there are two types of yogurt. Dannon, which is a ______ brand, and 365 Everyday Value, which is a ______ brand produced and sold by Whole Foods.

manufacturer; private label

Carrie's company manufactures household appliances under the brand names Best Baker and Crafty Cook, as well as cleaning supplies under the names Refresh and Mrs. Patton's Cleaning Supplies. This description details Carrie's company's product ______.

mix

Product _____ is typically an aggregate of all of a company's product lines.

mix

The activities involved in creating a product's container are collectively referred to as ______.

packaging

The process creating containers for physical products is known as

packaging

A company's ______ is defined as the service, idea, or good that the company offers to its target consumers.

product

A jewelry firm that packages its product in velvet-lined pouches and then places the pouches in leather-like boxes is most likely using packaging to ______. Multiple choice question.

promote a luxury brand image

Trying to make packaging serve as a form of mobile advertisement primarily reflects ______ brand image.

promoting

Companies have two primary marketing strategy considerations for packaging. One of these is ______. The other main consideration is ______, which in part means fulfilling, not contradicting, the promise made by the text on the packaging.

promoting the brand image; reinforcing the brand image

How well a brand meets a consumers' personal parameters and expectations is its perceived

quality

Another name for a brand revitalization strategy is

rebranding

Brand ______ is defined as how well consumers can identify the brand in various situations. Multiple choice question.

recognition

For years, Softly used the image of a cute, tiny chick on its fabric softener bottles. So when the company changed the image to a simple feather, customers had a lot of difficulty identifying the brand. This is an example of how important it is for a company to have an image or logo that promotes brand______

recognition

Juanita was grocery shopping with her three-year-old son. When they entered the cereal aisle, her son exclaimed, "Look, Tony the Tiger! Can we get some Frosted Flakes, please?" Juanita's son's reaction is best described as an example of brand ______.

recognition

A unique package shape promotes brand image, while using environmentally friendly materials in the package ______ brand image.

reinforces

In a marketing context, when you hire someone to clean your house, this is an example of a(n)

service

Recent research shows that 39% of consumers ______.

share product images online

Consumers typically spend a lot of time considering ______ products, which tend to be expensive and are often rare or otherwise unique.

specialty

Unlike manufacturer/national brand products, private label, or ____ brand, products are developed by a retailer and sold only by that specific retailer.

store

Packaging should advertise, promote, contain, and protect products, while also being ______ and increasing product ______.

sustainable; convenience