Chapter 10: Product, Branding, and Packaging Concepts

Experiential or symbolic benefits are most important to which of the following?

Hewlett-Packard

Johnson & Johnson

H&R Block

McDonald’s

Disney World

Disney World

Ahmed enjoys going to the local zoo. He does not like the price of the zoo food and beverages, however, as they are much more expensive than food in other places. When he does buy a drink, he usually goes for the extra-large one because it comes in a souvenir cup that he gets to keep. The souvenir cup represents which of the following?

Supplemental features

Experiential benefits

Product lines

Core product

Brand extensions

Supplemental features

The Red Cross raises money to help people survive natural and manmade disasters. The Red Cross can best be described as a(n) _______.

idea

specialty product

service

good

unsought product

idea

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

raw materials

component parts

process materials

installations

accessory equipment

process materials

Which of the following would be an example of accessory equipment?

Calculator

Pencils

Coca-Cola syrup

Iron ore

Printing press

Calculator

Cummins has multiple product lines that it categorizes into engines, power generation, fuel systems, turbo technologies, filtration, and emissions solutions. This would be an example of which of the following?

Width of product mix

Product height

Brand extensions

Depth of product mix

Product items

Width of product mix

Belle Meade sells different kinds of wine. Under its white wine product line, it sells four products—Carriage House White, Celebration Riesling, Race Day White 2016, and Lady’s Cuvee. This is an example of _______.

depth of product mix

width of product mix

product items

brand extensions

product height

depth of product mix

Herbalife24 includes products developed for athletes in Canada. Herbalife is a weight management and nutrition products company known for marketing products to customers for a healthier lifestyle. Athletes are just one of the groups that Herbalife targets. Herbalife24 is most likely a _______.

brand extension

specialty product

product line

product item

product mix

product line

Sulbha loves to try new products because she gets a thrill from it. Even though some of the products she adopted turned out to be failures, Sulbha is willing to take the risk. She needs to be the first one to own the newest products! Her cousin Melanie, however, is generally suspicious about new products. For instance, when the iPad first came out, Melanie was highly skeptical. Even when Sulbha assured her that it was a good product, Melanie was not certain. Finally, after a few years and lots of encouragement from Sulbha, Melanie decided to purchase the newest iPad. Sulbha is most likely in the _______ category, while Melanie is most likely in the _______ category of product adopters.

early majority; laggard

innovator; late majority

early adopter; laggard

early adopter; late majority

innovator; late majority

Which of the following companies are most likely to use individual branding?

Procter & Gamble

Apple Inc.

McDonald’s

Seventh Generation

Ford Motor

Procter & Gamble

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

trade name

trademark

brand name

brand mark

brand equity

brand mark

When Dyson, best known for its revolutionary vacuum cleaner, introduced the Dyson Supersonic hair dryer, it used _______.

line extension

brand extension

brand equity

brand licensing

individual branding

brand extension

MultiTech Corp. has decided that all of its products’ packages should be similar. Multitech is using which of the following?

Family branding

Private distributor packaging

Family packaging

Brand extension

Co-branding

Family packaging

Most wine comes in similarly shaped bottles or, occasionally, boxes. However, Stack Wine offers its wine in four-pack cups. While a traditional winemaker is likely to adopt _______ packaging, Stack Wine has adopted _______ packaging.

category-consistent; innovative

multiple; innovative

improved handling; multiple

category-consistent; secondary use

identical; improved handling

category-consistent; innovative

Smart Ones TV dinners come in red boxes with many of the same elements. Each box features the giant “Smart Ones” brand name at the top. This is an example of _______.

reusable packaging

single-use packaging

multiple packaging

family packaging

individual packaging

family packaging

Buckyballs was marketed as a desk toy made up of small magnetic spheres. Adults could play with the magnetic spheres and create different shapes. Labeling on Buckyballs packaging clearly stated that this product should be kept away from children. As concerns for safety grew, Buckyballs placed even more warning labels on the packaging. Despite this fact, thousands of children who thought the magnets were candy ingested them. The magnets could cause fatal complications inside the body. If more than one was swallowed, they could attract one another inside the stomach, creating tearing and other complications. Despite all the warnings, the Consumer Product Safety Commission ruled the product was too dangerous and filed a lawsuit. Though Buckyballs magnets were discontinued, they have since returned under the name Zen Magnets.

Refer to Scenario 10.1. How should Buckyballs classified?

Component product

Business product

Consumer product

Service

Idea

Consumer product

Buckyballs was marketed as a desk toy made up of small magnetic spheres. Adults could play with the magnetic spheres and create different shapes. Labeling on Buckyballs packaging clearly stated that this product should be kept away from children. As concerns for safety grew, Buckyballs placed even more warning labels on the packaging. Despite this fact, thousands of children who thought the magnets were candy ingested them. The magnets could cause fatal complications inside the body. If more than one was swallowed, they could attract one another inside the stomach, creating tearing and other complications. Despite all the warnings, the Consumer Product Safety Commission ruled the product was too dangerous and filed a lawsuit. Though Buckyballs magnets were discontinued, they have since returned under the name Zen Magnets.

Refer to Scenario 10.1. "Keep Away from Children" was placed on the label of Buckyballs packaging for _______ purposes.

promotional

identification

convenience

informational

safety

safety

Buckyballs was marketed as a desk toy made up of small magnetic spheres. Adults could play with the magnetic spheres and create different shapes. Labeling on Buckyballs packaging clearly stated that this product should be kept away from children. As concerns for safety grew, Buckyballs placed even more warning labels on the packaging. Despite this fact, thousands of children who thought the magnets were candy ingested them. The magnets could cause fatal complications inside the body. If more than one was swallowed, they could attract one another inside the stomach, creating tearing and other complications. Despite all the warnings, the Consumer Product Safety Commission ruled the product was too dangerous and filed a lawsuit. Though Buckyballs magnets were discontinued, they have since returned under the name Zen Magnets.

Refer to Scenario 10.1. What type of brand was Buckyballs?

Manufacturer brand

Private distributor brand

Generic brand

Dealer brand

Store brand

Manufacturer brand

The Meta Quest 3 product is a virtual reality headset released in 2023 and is used for gaming, entertainment, and fitness. It is a successor to the Quest 2. Retailers including Best Buy sell the Meta Quest 3 for approximately $500. Sales are increasing steadily for the Meta Quest 3 and its competitors—the HTC VIVE, PlayStation VR2, and several others.

Refer to Scenario 10.2. Cam is looking to replace their older VR headset. They want to purchase the Meta Quest 3, but if it isn’t available Cam would purchase a different brand. Which level of brand loyalty does Cam likely have for the Meta Quest 3?

Brand loyalty

Brand insistence

Brand recognition

Brand preference

Brand equity

Brand preference

The Meta Quest 3 product is a virtual reality headset released in 2023 and is used for gaming, entertainment, and fitness. It is a successor to the Quest 2. Retailers including Best Buy sell the Meta Quest 3 for approximately $500. Sales are increasing rapidly for the Meta Quest 3 and its competitors—the HTC VIVE, PlayStation VR2, and several others.

Refer to Scenario 10.2. In which stage of the product life cycle is the Meta Quest 3 likely to be?

Decline stage

Maturity stage

Prosperity stage

Growth stage

Introduction stage

Growth stage

The Meta Quest 3 product is a virtual reality headset released in 2023 and is used for gaming, entertainment, and fitness. It is a successor to the Quest 2. Retailers including Best Buy sell the Meta Quest 3 for approximately $500. Sales are increasing rapidly for the Meta Quest 3 and its competitors—the HTC VIVE, PlayStation VR2, and several others.

Refer to Scenario 10.2. What type of consumer product is the Meta Quest 3?

Accessory equipment

Specialty

Shopping

Unsought

Convenience

Shopping

Tide Pods was developed to revolutionize the detergent industry and spark new interest in Tide laundry detergent. The pods launched with much fanfare. Customers like the pods because they are less messy and more concentrated than liquid detergent. Originally, the pods were placed in a clear packaging. Other competitors have also released detergent pods due to their popularity. However, since its release there have thousands of incidents with children ingesting the pods and mistaking them as candy. Because of their higher concentration, ingesting the pods can do severe damage and has even led to deaths. Procter & Gamble responded by changing the packaging so that it is no longer transparent. It also made the packages harder to open.

Refer to Scenario 10.3. When first released, Tide Pods caught consumers’ attention because the detergent was placed into a small orange “pod” that users could throw into their washing machine. This eliminated the need to measure and pour out messier liquid detergent. Tide Pods likely represent what type of packaging?

Single-use packaging

Category-consistent packaging

Handling improved packaging

Secondary use

Innovative

Innovative

Tide Pods was developed to revolutionize the detergent industry and spark new interest in Tide laundry detergent. The pods launched with much fanfare. Customers like the pods because they are less messy and more concentrated than liquid detergent. Originally, the pods were placed in a clear packaging. Other competitors have also released detergent pods due to their popularity. However, since its release there have thousands of incidents with children ingesting the pods and mistaking them as candy. Because of their higher concentration, ingesting the pods can do severe damage and has even led to deaths. Procter & Gamble responded by changing the packaging so that it is no longer transparent. It also made the packages harder to open.

Refer to Scenario 10.3. Tide holds a large market share in the laundry detergent industry. However, Tide has been on the market for many years. Procter & Gamble was hoping that its pods would bring new life to its product and excite consumers once more. Tide laundry detergent is most likely in what stage of the product life cycle?

Introduction stage

Prosperity stage

Growth stage

Maturity stage

Decline stage

Maturity stage

Tide Pods was developed to revolutionize the detergent industry and spark new interest in Tide laundry detergent. The colorful pods launched with much fanfare. Customers like the pods because they are less messy and more concentrated than liquid detergent. Originally, the pods were placed in a clear packaging. Other competitors have also released detergent pods due to their popularity. However, since its release there have thousands of incidents with children ingesting the pods and mistaking them as candy. Because of their higher concentration, ingesting the pods can do severe damage and has even led to deaths. Procter & Gamble responded by changing the packaging so that it is no longer transparent. It also made the packages harder to open.

Refer to Scenario 10.3. Tide Pods would most likely be classified as a(n) _______ product. However, suppose a hotel uses Tide Pods to wash its sheets and towels. In this case, Tide Pods would be classified as _______.

shopping; MRO supplies

unsought; accessory equipment

convenience; MRO supplies

convenience; process materials

unsought; process materials

convenience; MRO supplies

Tide Pods was developed to revolutionize the detergent industry and spark new interest in Tide laundry detergent. The pods launched with much fanfare. Customers like the pods because they are less messy and more concentrated than liquid detergent. Originally, the pods were placed in a clear packaging. Other competitors have also released detergent pods due to their popularity. However, since its release there have thousands of incidents with children ingesting the pods and mistaking them as candy. Because of their higher concentration, ingesting the pods can do severe damage and has even led to deaths. Procter & Gamble responded by changing the packaging so that it is no longer transparent. It also made the packages harder to open.

Refer to Scenario 11.3. Melinda hates using liquid laundry detergent. She heard about Tide Pods from a friend and did some research. She likes what she learns, but she is concerned about all the incidents where children have accidentally swallowed the pods. She has two young children herself. Melinda begins weighing the pros and cons of Tide Pods versus the liquid laundry detergent. Melinda is in what stage of the product adoption process?

Evaluation

Interest

Trial

Awareness

Adoption

Evaluation