Question 1

The central element of the marketing strategy for Pez Candy, Inc., is the

Accepted Answer

The central element of the marketing strategy for Pez Candy, Inc., is the dispenser. The unique and collectible dispenser has become synonymous with the Pez brand and has helped to attract customers and create a loyal fan base. It sets Pez apart from other candy brands and provides a fun and interactive experience for consumers.

Question 2

Pez was originally sold in Europe as ________ in plain headless dispensers.

Accepted Answer

The answer of Pez was originally sold in Europe as...

Question 3

An integral part of the package that typically identifies the product or brand, who made it, where and when it was made, how it is to be used, and package contents and ingredients is referred to as

Accepted Answer

A label is the part of the package that provides information about the product, including its identity, origin, usage instructions, and contents.

Question 4

Many U.S. consumers purchase store brands like Kirkland at Costco because they provide a lower cost alternative to other brands, and such brands have about an 18 percent market share. Companies like Costco use a ________ strategy to sell products that they do not manufacturer themselves.

Accepted Answer

Private branding is when a retailer sells products under its own brand name, which are manufactured by another company. This strategy allows retailers like Costco to offer lower-cost alternatives to national brands.

Question 5

The three main benefits packaging provides to manufacturers, retailers, and consumers include which of the following?

Accepted Answer

The answer of The three main benefits packaging provides to...

Question 6

Customer value can assume numerous forms. For Pez Candy, Inc., customer value manifests itself in the form of

Accepted Answer

Pez Candy, Inc. offers customer value in the form of character candy dispensers, which are unique and collectible, adding to the fun and enjoyment of consuming the candy.

Question 7

Over 50 percent of the dollars spent in the United States on disposable cups and plates go toward the purchase of store brands of these products that are manufacturer by others. ________ has been very successful in this disposables category.

Accepted Answer

Private branding refers to the practice of retailers or distributors selling products under their own brand names rather than the brand names of the original manufacturers. This allows them to offer lower prices and offer better profit margins. Private branding has been successful in the disposables category, with over 50% of dollars spent on store brand disposable cups and plates going toward private label products.

Question 8

Product packaging like the Pringles cylindrical package that minimizes breakage provides

Accepted Answer

The Pringles package has a unique shape that minimizes breakage, making it functional because it protects the product during shipping and handling.

Question 9

Packaging that provides convenience, product quality, protection, or easy storage offers what kind of benefits?

Accepted Answer

Functional benefits refer to the practical advantages that packaging provides, such as convenience, product quality, protection, and easy storage. This helps to increase the value of the product for the customer and enhance the overall customer experience.

Question 10

Products such as Yoplait's Go-GURT® portable low-fat yogurt in a tube demonstrate the importance of the ________ of packaging.

Accepted Answer

The functional benefits of packaging refer to the product's ability to protect, preserve, and enable the safe distribution of the product. In the case of Yoplait's Go-GURT, the packaging is designed to be portable, making it easy for consumers to enjoy the product on-the-go. The tube packaging also ensures that the yogurt stays fresh and reduces the likelihood of spills or messes.

Question 11

Packaging

Accepted Answer

Packaging is any container in which a product is offered for sale and on which label information is communicated. While options A, C, D, and E contain elements of packaging, they are not complete definitions of packaging.

Question 12

Hot-Can Café Latte comes in single-serving, self-heating containers. Not only does this benefit people on the go, it is a popular product with backpackers and hunters because they can still have hot coffee when there is no electricity-no heat source necessary! This demonstrates which benefit of good packaging?

Accepted Answer

The self-heating feature of the Hot-Can Café Latte provides a functional benefit by allowing consumers to enjoy hot coffee without needing an external heat source, which is particularly useful for people in situations where electricity or other heat sources are unavailable.

Question 13

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

Accepted Answer

Directions and information on packaging labels provide communication benefits as they communicate important information to consumers about how and when to use the product as well as its source and composition.

Question 14

A manufacturer can successfully use mixed branding because

Accepted Answer

Mixed branding is often used when the targeted market segment for the reseller product is different from the manufacturer's own target market segment. This allows the manufacturer to effectively target multiple market segments without cannibalizing its own sales.

Question 15

The communication aspect of packaging on a can of Campbell's soup would most likely be of the greatest benefit to

Accepted Answer

The communication aspect of packaging on a can of Campbell's soup would most likely be of the greatest benefit to people with dietary restrictions as the packaging clearly displays the ingredients and nutritional information, which can help individuals with specific dietary needs make informed choices about their food consumption.

Question 16

When they were first introduced, peel-back aluminum seals were seen as a great alternative to using a traditional can opener to open cans because many people sliced their fingers with can openers. As soon as the technology became more widely available, many manufacturers switched to this safer, more flexible seal. This packaging innovation demonstrated the importance of a

Accepted Answer

The peel-back aluminum seal provided a functional benefit by offering a safer and easier way to open cans without the risk of injuring oneself with a can opener.

Question 17

A branding strategy in which a firm markets some products under its own name and other products under the name of a reseller because the segment attracted to the reseller is different from its own market is referred to as

Accepted Answer

Mixed branding is when a company markets products under its own name and also under a reseller's name to reach different market segments.

Question 18

Which of the following statements regarding labels is most accurate?

Accepted Answer

This statement accurately portrays the importance of labels and their cost. Labels are often the first interaction a consumer has with a product and can be costly to produce. The other statements are inaccurate or overly simplistic.

Question 19

Mixed branding refers to a branding strategy in which a firm

Accepted Answer

Mixed branding involves a company marketing some products under its own brand and others under a reseller's brand to target different market segments.

Question 20

Any container in which a product is offered for sale and on which information is communicated is referred to as

Accepted Answer

Packaging refers to any container in which a product is offered for sale and on which information is communicated. Options A, B, D, and E are not accurate descriptions of packaging.

Quiz 10: Managing Successful Products, Services, and Brands