115) A toothpaste tube is an example of a ________ package.
A) primary
B) secondary
C) brand positioning
D) private-label
E) convenience
116) When Meg planned her trip to Australia, she spent months evaluating packages, airfares,
and hotel accommodations. Meg’s trip is an example of a(n) ________ product.
A) specialty
B) convenience
C) unsought
D) shopping
E) sought
117) Though most universities are nonprofit organizations, they are engaged in marketing
strategy choices, just like businesses. For example, universities must decide if they should
increase or decrease product mix breadth, or increase or decrease product line depth. Using your
university, describe a real or plausible example of each of these four potential changes.
118) What are the brand components used by your university?
119) What are the ways that brands add value?
120) Believe it or not, Walmart’s first designer label clothing brand is called George. Few
Americans know the George brand, but in Britain it is well regarded and sold in stand-alone
George stores. What would be the benefits to Walmart if the George brand of clothing became
recognized and desired in the United States?
121) How do marketers measure the value of a brand?
122) Creating brand awareness is the first step in creating brand equity. Political candidates
know name recognition is critical to success—particularly for incumbents to get reelected. If you
were a marketing adviser to a challenger for the congressional seat in your district, what would
you recommend the candidate do to create brand/name awareness?
123) Almost every business wants brand loyal customers. Why?
124) Helena was surprised to learn that the car and home insurance agency she was just hired by
does not have a CRM program. Why should the agency have a CRM program, and what CRM
efforts should Helena recommend?
125) Why would a huge retailer like Walmart carry national brand products?
126) The company Jorge works for has just acquired a regional grocery store chain. The chain
has a very strong reputation among consumers in the states in which it operates. The acquired
company owns several private-label brands. Jorge has been asked to prepare a brief about the
options for retaining the private-label brands that the chain had been selling. What are the key
points Jorge should include?
127) Why do manufacturers like Procter & Gamble spend millions of dollars annually creating
and maintaining their brands? Why don’t they just manufacture their products and sell them
under store brand labels?
128) A currently popular trend in the wine industry is house-labeled wine. Restaurants, hotel
chains, and even universities now sell wine under their brand name. Is this type of brand
extension a good marketing strategy? Defend your answer.
129) Walt Disney Company announced it would no longer allow its characters to be used in
promoting unhealthy foods. In branding strategy, what does this change? From both ethical and
marketing perspectives, does this change make sense?
130) Why would a company like Walmart have a difficult time repositioning itself as a retailer of
quality, stylish clothing?
131) Distinguish between primary and secondary packaging.
132) Effective marketers recognize that a label is much more than just a sticker on a package.
What can a label do for a marketer?
133) Colgate, like any major consumer products company, is always looking for opportunities to
expand its product lines. What two industry factors often influence product line expansion
decisions?
134) Strong brands can reduce marketing costs. How do they accomplish that?
135) What do the following brands have in common: Clorox bleach , Kleenex tissues, and Band–
Aid adhesive bandages?
136) What are consumers likely to do if they perceive an inexpensive brand to have about the
same quality as a premium brand?
137) Provide a real-world example of a national brand and a private-label brand.
138) What is the advantage of a corporate or family brand? Provide an example of one.
139) What is brand extension? Provide an example of brand extension.
140) What is co-branding? Provide an example of co-branding.
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141) Burger King and Häagen-Dazs ice cream once attempted to use co-branding. What is a
likely reason that it failed?
142) If Eddie Bauer stores allowed a travel company to market adventure travel using the Eddie
Bauer brand name, what would Eddie Bauer be doing?
143) Natalie is designing a primary package for her new peanut butter popcorn. From a
consumer’s perspective, what should the packaging provide?
144) When personal computers were new, people spent considerable time and energy learning
about and investigating choices and options. Now, many consumers replace old computers with
little research or investigation. In terms of types of products (specialty, shopping, convenience,
and unsought goods), how have personal computers changed?
145) When looking to purchase a mobile phone, describe the components that make up the total
product.
146) Define convenience, shopping, and, unsought products and give an example of each.
147) What are some of the benefits provided by product labels?
148) Differentiate between breadth and depth of a firm’s product mix by choosing a familiar
company and explaining how its products exemplify these two concepts.
149) Think of the car you are currently driving, or an article of clothing you are wearing. Name
three brand associations that are common with this car or clothing. Explain how these
associations might influence someone’s decision to buy these products.
150) Imagine you are stopping at the grocery store on your way home from class to buy food for
lunches for the rest of the week. Make a shopping list, and designate which items are
manufacturer brands and which are private-label brands.