This is the definition of a product it does not have

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This is the definition of a product. It does not have to be a tangible item; it can also be a service, or a collection of a good and associated services. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 10-01 Describe the components of a product. Topic: Product, Branding, and Packaging Decisions 18. (p. 204) In retailing, effective packaging sends the message: A. More packaging, means more product. B. Buy me! C. I have more features than the competition. D. I am cheaper than the competition. E. There is nothing toxic inside. Packaging can be a valuable promotional tool encouraging the consumer to buy. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 10-01 Describe the components of a product. Topic: Product, Branding, and Packaging Decisions 19. The complete set of all products offered by a firm
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(p. 207) is called its: The product mix is the complete set of all the firms' offerings. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 10-03 Explain the difference between a product mix's breadth and a product line's depth. Topic: Product Mix and Product Line Decisions 20. (p. 207) A __________ is a group of associated items that consumers tend to use together or think of as part of a group of similar products. A. produc t line B. product mix C. product breadth D. line extension E. brand extension A product line is a subset of the product mix, a collection of associated items that consumers either use together or consider to be related to each other. AACSB: Analytic Blooms: Remember Difficulty: 2 Medium Learning Objective: 10-03 Explain the difference between a product mix's breadth and a product line's depth. Topic: Product Mix and Product Line Decisions 21. (p. 207) For a major university, undergraduate studies, graduate studies, and professional programs would be __________ within the university's product mix. A. brand associatio ns B. family brands C. co-brands
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D. product lines E. private label brands For the university, these would be product lines. Within each product line would be specific majors. AACSB: Analytic Blooms: Understand Difficulty: 3 Hard Learning Objective: 10-03 Explain the difference between a product mix's breadth and a product line's depth. Topic: Product Mix and Product Line Decisions 22. (p. 210) A(n) __________ is a name, symbol, design, or term that identifies a seller's good or service as distinct from those of other sellers. A. SK U B. product line C. supply chain D. commodity E. brand This is the definition of a brand. Brands consist of several elements that take on meaning because of the associations created by the firm. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 10-04 Identify the advantages that brands provide firms and consumers.
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  • Fall '12
  • Chris
  • Brand, product line, Procter & Gamble, Actual Product

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