Question 1

You are the United States brand manager of the Fluffit family of products.The products include a wide variety of synthetic and natural stuffing materials for furniture cushions,sleeping bags,quilts,and winter coats.The brand is a favorite among home repair enthusiasts and hobbyists of various kinds.Your firm would like to enter several foreign markets.Name and describe the three major alternative brand name choices for this global strategy.Discuss the viability of each alternative for Fluffit.

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Question 2

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?

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Question 3

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.

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Question 4

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

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Question 5

List and briefly define the three different types of cobranding?

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Question 6

Organizations derive several benefits from organizing related product items into product lines.Briefly describe four of these benefits.

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Question 7

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

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Question 8

Smith-Binney's Crayola makes various products that are all targeted toward elementary school children.Drawing,painting,and supply items are sold at convenience stores,toy stores,and grocery stores.Clothing is sold in department stores.Crayola might arrange its product items in the following way:
  What is the product mix width for Crayola? What is its product line depth?

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Question 9

What is a brand? What is the difference between a brand name,a brand mark,a trademark,and a service mark?

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Question 10

Name and briefly describe six branding alternative strategies.

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Question 11

What is the difference between a homogeneous shopping product and a heterogeneous shopping product? Give specific examples of products that fit into each category to help illustrate your answer.

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Question 12

A warranty is a protection and information device intended to confirm the quality of performance of a good or service.What is the difference between an express warranty and an implied warranty?

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Question 13

You are the product manager for a line of patio furniture for a company called SeaBreeze Enterprises.Your assignment is to modify the existing products in the product line.Name and describe the three categories of modification options that you could propose to SeaBreeze's management.Give an example under each category of a modification you could make.

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Question 14

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?

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Question 15

Packaging is an important component of the product strategy.List and briefly describe the four major functions of packaging.

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Quiz 9: Product Concepts