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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.
4. 
d. A bag is a supply that does not retain value on a balance sheet.
5. 
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.
4. 
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.
5. 
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.
4. 
c. Stable sales and profitability characterize the maturity stage.
5. 
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.
3. 
d. Harvesting and divesture are most common during the decline stage of the product life cycle.
4. 
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.
5. 
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.
5. 
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.
4. 
d. Hard-core loyal customers primarily purchase one brand in the category.
5. 
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.
5. 
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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