1. What is a product?
Chapter 10 – Product, Branding, and Packaging Concepts
2. Describe and illustrate the four major categories of consumer products.
Chapter 10 – Product, Branding, and Packaging Concepts
3. Distinguish between consumer products and business products.
4. Discuss some of the issues a marketer should consider when marketing a shopping product.
Chapter 10 – Product, Branding, and Packaging Concepts
5. Identify and describe the major categories of business products.
Chapter 10 – Product, Branding, and Packaging Concepts
6. Discuss the dimensions of a product mix.
Chapter 10 – Product, Branding, and Packaging Concepts
7. Identify the major stages of the product life cycle, and explain how industry sales and profits vary across these
stages.
Chapter 10 – Product, Branding, and Packaging Concepts
8. Explain the major stages of the product adoption process.
Chapter 10 – Product, Branding, and Packaging Concepts
9. Discuss the marketing efforts that are likely to be used during the growth stage of the product life cycle.
Chapter 10 – Product, Branding, and Packaging Concepts
10. What major changes in a marketing strategy may be required as a product moves into the maturity stage of the
product life cycle?
Chapter 10 – Product, Branding, and Packaging Concepts
11. .Explain the differences between brand marks and trademarks.
12. How do sellers benefit from the use of brand names and brand marks?
Chapter 10 – Product, Branding, and Packaging Concepts
13. What is brand loyalty? Explain the three degrees of brand loyalty.
Chapter 10 – Product, Branding, and Packaging Concepts
14. What is brand equity, and what are the major elements that underlie brand equity?
15. What are private distributor brands? Describe their characteristics.
Chapter 10 – Product, Branding, and Packaging Concepts
16. What are the factors that marketers should consider while selecting a brand name?
Chapter 10 – Product, Branding, and Packaging Concepts
17. What steps should a marketer take to protect a brand name from use by others?
Chapter 10 – Product, Branding, and Packaging Concepts
18. Discuss the branding policies marketers can use. What are the two policies used by a firm to brand its products?
Chapter 10 – Product, Branding, and Packaging Concepts
19. What is co-branding? Explain what makes co-branding effective.
Chapter 10 – Product, Branding, and Packaging Concepts
20. What functions do packages perform? What are the factors marketers should consider when developing packages?
Chapter 10 – Product, Branding, and Packaging Concepts
21. In what ways can packaging be used strategically?
Chapter 10 – Product, Branding, and Packaging Concepts
22. What are the major functions of a label?
Chapter 10 – Product, Branding, and Packaging Concepts
23. A(n) _____ is a concept, philosophy, or image.
a. product
b. good
c. idea
d. service
e. issue
24. MADD (Mothers Against Drunk Driving) is a nonprofit organization that primarily markets _____.
a. services
b. ideas
c. goods
d. tangible products
e. features
Chapter 10 – Product, Branding, and Packaging Concepts