Question 1

A mixed-brand strategy best enables a marketer to attract a concentrated market.

Accepted Answer

A mixed-brand strategy involves offering multiple brands in the same product category, which is typically used to appeal to different market segments rather than focusing on a concentrated market.

Question 2

The battle of the brands occurs within a retail store when the retailer employs a mixed-brand strategy.

Accepted Answer

The battle of the brands occurs within a retail store when the retailer stocks products from competing brands, creating a scenario where these brands compete for consumer attention and sales within the same retail environment. This is a result of a mixed-brand strategy, where a retailer offers products from multiple brands rather than focusing on a single brand.

Question 3

A brand extension strategy works best for new versions of established products for closely related items.

Accepted Answer

Brand extension strategy leverages the existing brand's reputation and customer base to introduce new versions or closely related items, enhancing acceptance and market penetration due to the established brand's credibility and recognition.

Question 4

Promotional costs are higher in individual branding than in family branding.

Accepted Answer

Individual branding requires separate marketing efforts, advertising, and brand development for each product, leading to higher promotional costs compared to family branding, where multiple products share the same brand identity, reducing overall marketing expenses.

Question 5

A firm that seeks to dominate shelf space in retail stores should use a family branding strategy.

Accepted Answer

A family branding strategy involves using a single brand name for multiple related products, which may not necessarily lead to dominating shelf space. Dominating shelf space often requires a diverse product range and strategic placement, not just a unified branding approach.

Question 6

Trademark registration is a more complex process for firms with domestic markets than for firms that operate on a global basis.

Accepted Answer

Trademark registration is typically more complex for firms that operate on a global basis because they must navigate and comply with the trademark laws of each country in which they wish to have protection, which can vary significantly.

Question 7

The functions of packaging have increased as a result of the importance of self-service merchandising and impulse sales.

Accepted Answer

The functions of packaging have indeed increased due to the importance of self-service merchandising and impulse sales, as packaging now plays a crucial role in attracting customers, providing product information, and facilitating the decision-making process in retail environments.

Question 8

Too radical a package change may result in that package's doing poorly in terms of the communication function.

Accepted Answer

A too radical change in a package can confuse or alienate consumers, negatively impacting the product's ability to communicate its brand identity, benefits, and differentiators effectively.

Question 9

A package is often the final form of promotion the consumer sees prior to making a purchase decision.

Accepted Answer

The packaging of a product is often the last point of contact and can influence the consumer's decision at the point of sale.

Question 10

While there are production economies in the use of standardized packaging on an international basis, a firm using this strategy must be sure that the package is perceived favorably in all markets.

Accepted Answer

Standardized packaging can lead to cost savings, but it is crucial that the packaging is culturally appropriate and appealing in all target markets to ensure consumer acceptance and avoid negative perceptions.

Question 11

a.	Describe how a fuel oil dealer specializing in the residential market can define its product from a tangible, augmented, and generic product perspective.
b. What are the benefits to the company's using an augmented versus a tangible product definition?

Accepted Answer

The answer of a.	Describe how a fuel oil dealer specializing...

Question 12

a.	Distinguish among convenience products, shopping products, and specialty products.
b. Develop an appropriate marketing mix for a specialty product.

Accepted Answer

The answer of a.	Distinguish among convenience products, shopping products, and...

Question 13

Distinguish among these types of industrial products: installations, accessory equipment, component materials, and fabricated parts.

Accepted Answer

The answer of Distinguish among these types of industrial products:...

Question 14

Under what set of circumstances should a firm utilize the following:
a. A marketing manager system?
b. A product (brand) manager system?
c. A product planning committee?
d. A new-product manager system?
e. A venture team?

Accepted Answer

The answer of Under what set of circumstances should a...

Question 15

a.	Draw a product positioning map for a maker of luxury automobiles. Include ideal point(s), competitive product positioning, and company product positioning in your discussion.
b. Explain what the manufacturer can learn from this map.

Accepted Answer

The answer of a.	Draw a product positioning map for a...

Question 16

a.	Define the concept of brand equity.
b. How can a firm measure its brand equity?
c. Explain the relationship among brand equity, brand extension, and the brand decision process.

Accepted Answer

The answer of a.	Define the concept of brand equity.
b. How...

Question 17

a.	What are the advantages and disadvantages to a retailer's use of manufacturer brands?
b. What are the advantages and disadvantages to a retailer's use of dealer brands?
c. What are the advantages to a retailer's use of a mixed-brand strategy?

Accepted Answer

The answer of a.	What are the advantages and disadvantages to...

Question 18

a.	Under what conditions is a brand extension strategy desirable for a manufacturer?
b. Under what conditions is a brand extension strategy undesirable for a manufacturer?

Accepted Answer

The answer of a.	Under what conditions is a brand extension...

Question 19

With aseptic packaging, paper bottles (with cardboard exteriors and metallic interiors) allow perishable products (such as milk) to be displayed and stored without refrigeration. Analyze the aseptic packaging of fruit juices from the perspective of the six basic packaging functions.

Accepted Answer

The answer of With aseptic packaging, paper bottles (with cardboard...

Question 20

a.	Cite at least three major criticisms of packaging.
b. How could a firm respond to each criticism?
c. What is the responsibility of consumers with regard to each criticism?

Accepted Answer

The answer of a.	Cite at least three major criticisms of...

Quiz 11: Basic Concepts in Product Planning

A mixed-brand strategy best enables a marketer to attract a concentrated market.

The battle of the brands occurs within a retail store when the retailer employs a mixed-brand strategy.

A brand extension strategy works best for new versions of established products for closely related items.

Promotional costs are higher in individual branding than in family branding.

A firm that seeks to dominate shelf space in retail stores should use a family branding strategy.

Trademark registration is a more complex process for firms with domestic markets than for firms that operate on a global basis.

The functions of packaging have increased as a result of the importance of self-service merchandising and impulse sales.

Too radical a package change may result in that package's doing poorly in terms of the communication function.

A package is often the final form of promotion the consumer sees prior to making a purchase decision.

While there are production economies in the use of standardized packaging on an international basis, a firm using this strategy must be sure that the package is perceived favorably in all markets.

a. Describe how a fuel oil dealer specializing in the residential market can define its product from a tangible, augmented, and generic product perspective. b. What are the benefits to the company's using an augmented versus a tangible product definition?

a. Distinguish among convenience products, shopping products, and specialty products. b. Develop an appropriate marketing mix for a specialty product.

Distinguish among these types of industrial products: installations, accessory equipment, component materials, and fabricated parts.

Under what set of circumstances should a firm utilize the following: a. A marketing manager system? b. A product (brand) manager system? c. A product planning committee? d. A new-product manager system? e. A venture team?

a. Draw a product positioning map for a maker of luxury automobiles. Include ideal point(s), competitive product positioning, and company product positioning in your discussion. b. Explain what the manufacturer can learn from this map.

a. Define the concept of brand equity. b. How can a firm measure its brand equity? c. Explain the relationship among brand equity, brand extension, and the brand decision process.

a. What are the advantages and disadvantages to a retailer's use of manufacturer brands? b. What are the advantages and disadvantages to a retailer's use of dealer brands? c. What are the advantages to a retailer's use of a mixed-brand strategy?

a. Under what conditions is a brand extension strategy desirable for a manufacturer? b. Under what conditions is a brand extension strategy undesirable for a manufacturer?

With aseptic packaging, paper bottles (with cardboard exteriors and metallic interiors) allow perishable products (such as milk) to be displayed and stored without refrigeration. Analyze the aseptic packaging of fruit juices from the perspective of the six basic packaging functions.

a. Cite at least three major criticisms of packaging. b. How could a firm respond to each criticism? c. What is the responsibility of consumers with regard to each criticism?