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Exam 9: Product Concepts

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Question 61

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SCENARIOS Alberto Culver Company The Alberto Culver Company manufactures a wide variety of products from hairspray to seasonings.A large number of these products are intended for personal use.The company is divided into three key divisions: toiletries,household,and professional.The toiletries division sells hair care brands such as Alberto VO5,Alberto,and Bold Hold.Additionally,this division handles the FDS line of feminine deodorant products.The household division sells brands such as Mrs.Dash seasonings,Papa Dash salt substitute,Baker's Joy,Sugar Twin,and Static Guard.The professional division sells brands such as Tresemme,TCB,and Indola.Each of the brands listed above contains many individual products with varying formulations,such as the Alberto styling products which include mousse,gel,spritz,spray-in conditioner,and hairspray. -Refer to Claxton Fruitcakes.What type of consumer product is the Claxton fruitcake for people who believe it to be an integral part of a merry Christmas?

A) shopping product
B) specialty product
C) unsought product
D) component material
E) component part

F) B) and E)
G) C) and D)

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Question 62

Multiple Choice

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SCENARIOS Alberto Culver Company The Alberto Culver Company manufactures a wide variety of products from hairspray to seasonings.A large number of these products are intended for personal use.The company is divided into three key divisions: toiletries,household,and professional.The toiletries division sells hair care brands such as Alberto VO5,Alberto,and Bold Hold.Additionally,this division handles the FDS line of feminine deodorant products.The household division sells brands such as Mrs.Dash seasonings,Papa Dash salt substitute,Baker's Joy,Sugar Twin,and Static Guard.The professional division sells brands such as Tresemme,TCB,and Indola.Each of the brands listed above contains many individual products with varying formulations,such as the Alberto styling products which include mousse,gel,spritz,spray-in conditioner,and hairspray. -Refer to Alberto Culver Company.The moisturizing version of Alberto mousse could be called a:

A) product mix
B) product item
C) product depth
D) product width
E) product consistency

F) A) and E)
G) A) and B)

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Question 63

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Rollerblades is a brand name for in-line skates.People often refer to Rollerblades as if it were the product name.The company that makes Rollerblades may someday find its brand name becomes a:

What are the three main objectives or benefits of branding? How do the concepts of brand equity and brand loyalty fit into these objectives? Use these three objectives to briefly evaluate Buick's brand name for its new electric car,named Impact.

Which of the following is NOT an example of a product's tangible feature?

The two types of package labeling in common usage today are:

A small chain of supermarkets in the province of Manitoba sells only manufacturer's brands.Which of the following is one of the arguments you could have used to dissuade the supermarket chain owner from selling only manufacturer's brands?

SCENARIOS Alberto Culver Company The Alberto Culver Company manufactures a wide variety of products from hairspray to seasonings.A large number of these products are intended for personal use.The company is divided into three key divisions: toiletries,household,and professional.The toiletries division sells hair care brands such as Alberto VO5,Alberto,and Bold Hold.Additionally,this division handles the FDS line of feminine deodorant products.The household division sells brands such as Mrs.Dash seasonings,Papa Dash salt substitute,Baker's Joy,Sugar Twin,and Static Guard.The professional division sells brands such as Tresemme,TCB,and Indola.Each of the brands listed above contains many individual products with varying formulations,such as the Alberto styling products which include mousse,gel,spritz,spray-in conditioner,and hairspray. -Refer to Hardie Siding Products.Hardieplank siding is an example of a product:

An integral part of any package is its label.There are two basic labeling strategies.Name and describe each of the two strategies.

The Crayola brand is currently placed on a wide variety of products,including crayons (standard and fluorescent colors packaged in a wide variety of box sizes),markers (regular and washable),paints (watercolor and acrylic),scissors,glue,and children's clothing.Using this illustration as an example,answer the following questions: What is a product item? A product line? A product mix?

While Starkist tuna is still available in cans,it is recently been made available in a 12 ounce pouch,which is conveniently designated the family size pouch.This change in packaging was the result of:

A regional utility company needs to change consumers' perceptions of its current service as being harmful to the environment.Which of the following strategies would best allow the company to accomplish this goal?

A _____ is a legal term indicating the owner's exclusive right to use a brand name or other identifying mark.

Distinguish between an implied warranty and an express warranty.Give one example of each.

SCENARIOS Alberto Culver Company The Alberto Culver Company manufactures a wide variety of products from hairspray to seasonings.A large number of these products are intended for personal use.The company is divided into three key divisions: toiletries,household,and professional.The toiletries division sells hair care brands such as Alberto VO5,Alberto,and Bold Hold.Additionally,this division handles the FDS line of feminine deodorant products.The household division sells brands such as Mrs.Dash seasonings,Papa Dash salt substitute,Baker's Joy,Sugar Twin,and Static Guard.The professional division sells brands such as Tresemme,TCB,and Indola.Each of the brands listed above contains many individual products with varying formulations,such as the Alberto styling products which include mousse,gel,spritz,spray-in conditioner,and hairspray. -Refer to Alberto Culver Company.Based on their intended use,Alberto Culver's toiletries division products could best be classified as _____ products.

The _____ is the starting point in creating a marketing mix.

The large variety of frozen dinners marketed by Stouffer is an example of a _____ for Stouffer.

A(n) _____ refers to brands where at least 20 percent of the product is sold outside the home country.

SCENARIOS Alberto Culver Company The Alberto Culver Company manufactures a wide variety of products from hairspray to seasonings.A large number of these products are intended for personal use.The company is divided into three key divisions: toiletries,household,and professional.The toiletries division sells hair care brands such as Alberto VO5,Alberto,and Bold Hold.Additionally,this division handles the FDS line of feminine deodorant products.The household division sells brands such as Mrs.Dash seasonings,Papa Dash salt substitute,Baker's Joy,Sugar Twin,and Static Guard.The professional division sells brands such as Tresemme,TCB,and Indola.Each of the brands listed above contains many individual products with varying formulations,such as the Alberto styling products which include mousse,gel,spritz,spray-in conditioner,and hairspray. -Refer to Choice Homes,Inc.Kurt McKinney has just received a large inheritance and wants to have his "dream" home built.He knows exactly the architectural design he wants.He wants a particular Reflections home.The type of consumer product he wishes to buy is best classified as a:

You are the brand manager for the Fatal Vision (FV)goggles that simulate what the world looks to someone who is seriously intoxicated.The goggles make the user feel disoriented and dizzy and are used in teen driving courses.The FV goggles wrap around the wearer's face to make sure that distort all areas of vision and come in bright orange to distinguish them from other goggles.The slogan used in the promotion of the goggles asks,"Orange you glad you don't drink and drive?" What aspects of identifying this product qualify for trademark protection? If you notice another company infringing on your trademark,what legal action can you take?