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Chapter 9

9.1 Knowledge Check

1
a. A haircut is a service because it cannot be touched, owned, or stored for later use.
2
c. An experience combines marketing, technology, and service to alter the consumer's perception.
3
a. A convenience product is widely available, has a low cost, and does not require a lot of consideration.
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d. A bag is a supply that does not retain value on a balance sheet.
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c. The customer seeks both the core product (the bike) and the online classes, warranty, customer service, and support (the augmented product) in order to stay fit.

9.2 Knowledge Check

1
b. Oreo's selection of flavors represents a product line because it encompasses multiple similar products.
2
c. A product mix contains all the products that a company sells.
3
a. An addition of a type of pizza would represent product line depth.
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d. Product line depth refers to the number of products in a product line. Products must be similar or complementary to be part of the same product line.
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b. Product line filling has the benefit of protecting a brand from competitors that might enter the market with a similar offering and utilizes the brand’s capacity to produce more products.

9.3 Knowledge Check

1
d. While profitability is measured along the product life cycle, it is not a stage of the product life cycle.
2
c. The product life cycle follows a product’s sales and profitability.
3
b. The growth stage is characterized by a rapid increase in sales.
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c. Stable sales and profitability characterize the maturity stage.
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c. Brands that are a fad are typically introduced, grow rapidly, and decline quickly.

9.4 Knowledge Check

1
b. The growth stage of the product life cycle is characterized by increasing distribution channels.
2
a. Pricing strategies are most common during the introduction stage of the product life cycle.
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d. Harvesting and divesture are most common during the decline stage of the product life cycle.
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c. Product and market modification are most common during the maturity stage of the product life cycle. LaToya is engaging in both product and market modification.
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b. Expanding distribution, improving product quality, and messaging are most common during the growth stage of the product life cycle.

9.5 Knowledge Check

1
b. Brands often evoke positive feelings that allow a company to charge more for its product or service.
2
d. Brand value is the financial asset associated with a brand.
3
c. Brand equity is the additional value that a brand has over its competitors, while values, benefits, and attributes are all associated with brand positioning.
4
b. Whole Foods uses the 365 brand as a private label for its products.
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d. The two brands collaborated on one offering.

9.6 Knowledge Check

1
b. Domino's is leveraging its brand to a new category of products.
2
a. A line extension retains the product category and brand.
3
a. Customers who frequently change brands are switchers.
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d. Hard-core loyal customers primarily purchase one brand in the category.
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c. Brand preference measures intended behavior.

9.7 Knowledge Check

1
c. Colors, fonts, and logos can capture attention.
2
d. A package as product indicates usability.
3
c. Packaging can provide safety from personal harm from the product.
4
c. The package displayed value to the consumer.
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b. Customer experience is created when the package adds to the experience of consuming the brand.

9.8 Knowledge Check

1
d. Typically, wood is not used in grocery packaging.
2
d. Natural resources are part of the biological cycle.
3
c. Companies are trying to reduce packaging to only the necessary parts in their sustainability efforts.
4
d. Discarded packaging can be found in water sources, in landfills, and on the ground.
5
d. Biodegradation turns the product back into a natural resource that becomes a nutrient for plants.
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