chapter 10 mktg final

Zuwena works in research and development with Under Armour. Under Armour continually invests in new technology, and Zuwena's team recently launched a new model of running shoes called the HOVR shoes. These shoes contain built-in pods that connect to the running app MapMyRun, which is also owned by Under Armour. Like many companies, Under Armour invests heavily in product development, which demonstrates that _______.

a firm's product or product offering is the heart of its marketing program

Samsung introduced the Galaxy Note 7 in August of 2016, and upon debut the product received high praise. However, the phone's battery was faulty, and one incident of fire was reported on a Southwest Airlines flight. Subsequently, the Department of Transportation banned the phones on all commercial aircraft. Samsung initiated an immediate product recall and eventually suspended worldwide production of the product in October 2016. Which of the following statements about the product or product offering applies to Samsung?

The failure of the Galaxy Note 7 could significantly damage Samsung's reputation.

Dhruv is on his way home from work and remembers that he doesn't have any paper towels or milk at home. He stops at a local grocery store and buys his favorite brands: Bounty paper towels and Prairie Farm milk. These items are classified as _______ products.

convenience

Imani is 45 years old. She recently met with her financial planner to review her contributions to her Roth IRA, a retirement account. The financial planner also mentioned to Imani that she should consider purchasing long-term care insurance since a high proportion of consumers will likely spend one to two years in a nursing home or assisted living space before the end of their lives. The financial planner said that premiums usually increase after age 50, and that there were several good plans Imani should consider. Imani was somewhat familiar with the term long-term care insurance, but she had never thought about purchasing the product. Thus, for Imani, long-term care insurance would be a(n) _____ product.

unsought

The Cleveland Clinic has developed a reputation as a high-quality care center where people from around the world might travel for certain procedures such as open-heart surgery. The Cleveland Clinic uses television and print media advertising to create awareness about its heart center and to publicize the excellent care patients receive. If a person has a need for heart surgery, it could be classified as a(n) _______ product.

specialty

Sergio enjoys hiking and often backpacks for several days or up to a week at a time. He's interested in purchasing a new tent and is looking for something that is lightweight, durable, and easy to set up. He's visited an REI store, Gander Mountain, and several specialty stores in his area that sell tents. In addition, he's explored the options via the Internet to learn more about what's available. To Sergio, a new tent is a(n) _______ product.

shopping

Batini is interested in purchasing a new laptop computer. There are many different brands, each with a variety of models. Each model varies based on the memory chip, graphics cards, speed of the hard drive, size of the monitor, and available warranty. Batini notices that it is fairly easy to compare from one brand to another since the computer manufacturers use the same brand of components such as Intel memory chips. Thus, laptop computers would be classified as _______ shopping products.

homogeneous

Yoplait offers a variety of different single-serve yogurt cups in flavors such as strawberry, blueberry, chocolate, banana, and key lime pie. Yoplait also offers another product line of yogurt products called Go-Gurt, which is marketed for kids and served in long tubes. Parents that purchase and enjoy single-serve cups for themselves are likely to purchase Go-Gurt for their children. What benefit does Yoplait receive by using product lines?

Equivalent quality

Hormel Foods has several different product lines such as ready-to-serve meat entree products, side dishes, and snack items. The variety of product lines a company offers is called its product _______.

mix width

Hormel Foods has a product line called "side dishes." Each side dish product item serves four people and is packaged in a convenient plastic tray, which is suitable for the microwave. Hormel has several different varieties of macaroni and cheese, mashed potatoes, and broccoli with rice. The number of product items offered within the side dish line is referred to as the product _______.

line depth

Shark Vacuum Company is a manufacturer of vacuum cleaners. It offers a traditional-sized vacuum cleaner but has recently released a cordless upright vacuum cleaner that can hold its charge for up to one hour of vacuuming. The model is lightweight, portable, and can be reconfigured to allow owners to use the many attachments that come with the vacuum cleaner model. The change from "corded" to "cordless" would be classified as a _______ modification.

functional

Kraft Foods has strategically sold several business units to enable it to focus on core areas. Through divestment of brands, Kraft has reduced the number of product lines it offers retailers. This phenomenon is called product line _______.

contraction

Dyson is a British manufacturer known for its vacuum cleaners, fans, and hairdryers. It has emerged as a leading company highly valued by consumers who routinely pay more than $400 for its top-of-the-line vacuum cleaners. The brand has a high level of awareness, is known for high product quality, and many consumers will only buy the Dyson brand. Dyson is an example of a company exhibiting high brand _______.

equity

Aston Martin is a British automobile manufacturer established in 1913. It gained fame as the car that the character James Bond drove in several movies. The brand is well-known around the world, and only a small proportion of its car sales are from the United Kingdom. Aston Martin is experiencing tremendous growth in China, where it now has twenty dealerships. Thus, Aston Martin is considered a _______ brand.

global

Ingrid prefers shopping at Aldi, a no-frills grocery retailer, known for its high-quality products including ______ brands such as Millville cereal bars, which are similar to the popular Nutri-Grain bars, and Clancy's chips, which are comparable to Frito-Lay.

private

Audi, a German automobile manufacturer, commonly places its _______ consisting of four intertwining rings on the grills of its cars. These rings symbolize the amalgamation in 1932 of four previously independent motor vehicle manufacturers: Audi, DKW, Horch, and Wanderer.

brand mark

Jian is shopping at the grocery store for ice cream, and he notices that the Ben & Jerry's brand has subtly altered its packaging. He's always liked the fun and quirky names that Ben & Jerry's uses, such as Cherry Garcia and Phish Food, and he has also noticed that the containers are brightly colored and feature cows doing whimsical things such as holding a bouquet of flowers, lounging in a chair, or soaring across a field. The newly designed packaging featuring different actions of the cows could be considered an example of _______ labeling.

persuasive

Constanza is a mother of two young children. She consciously tries to avoid added sugar in their diets. Like many children, the kids enjoy peanut butter, and Constanza spends several minutes at the store comparing different brands by examining their ingredient lists. She usually purchases a "natural" peanut butter but reads the ingredients to check for added preservatives and sugar. The part of the product's package that is most important to Constanza is its _______ labeling.

informational

Nestlé, known for its chocolate, has used the phrase "sustainably sourced cocoa beans" on its packages of chocolate bars. However, the company has been accused of contributing to deforestation in West Africa. If true, Nestlé may be using _______ to give the impression that it is environmentally friendly, even though it may be causing harm to the environment.

greenwashing

Gustavo likes using the self-checkout aisle at Walmart to save time, but he is often frustrated when a product's universal product code is not recognized by the scanning system. Then, a customer service agent must assist him to lookup the product's price, and it takes longer than necessary to complete Gustavo's purchase. Which of the following is true regarding the use of universal product codes (UPC)?

Universal product codes enable retailers to collect information about consumer purchases as part of scanner-based research

KFC experienced a rough start in the Chinese market when it translated its popular tag line, "finger-lickin' good," into Chinese characters meaning, "eat your fingers off." This example demonstrates the importance of pursuing a global strategy of _______.

adaptation and modification

The Smarties Candy Company is the maker of the multi-colored, chalky candy known as Smarties. However, the same candy is called Rockets in Canada since in that country there was already another brand called Smarties made by Nestlé, which are bright, colorful, candy-coated chocolates. The Smarties Candy Company demonstrates the importance of pursuing a global strategy of _______.

different brand names in different markets

The German men's and women's luxury fashion brand Hugo Boss is marketed using the same name in 127 different countries and in 439 different BOSS and HUGO stores, as well as other outlets. Which global branding strategy is Hugo Boss utilizing?

One brand name everywhere

Cutco is a manufacturer of kitchen knives and offers a "forever guarantee" on its products. Cutco states, "Since 1949, Cutco owners have enjoyed a Forever Guarantee that ensures the Cutco they use in their home will be as good tomorrow as the first time they used it. We want every Cutco owner to be satisfied forever, and when the product is passed along, we will continue to back that pledge. The guarantee has several important elements." This is an example of a(n) _______ warranty.

express

Zari purchased a tooth-whitening product that claimed on the package to "drastically whiten teeth 2-3 shades within 15 days of use." These claims on the product's package would be considered a(n) _______ warranty.

express