Author Question: Procter & Gamble markets shampoo under several different brand names, including Pantene, Herbal ... (Read 96 times)

dalyningkenk · **on:** Jun 29, 2018

Procter & Gamble markets shampoo under several different brand names, including Pantene, Herbal Essences, Head & Shoulders, and Aussie. For shaving products, Procter & Gamble markets several different razors under the Gillette brand, including Gillette Mach3, Gillette Fusion, and Gillette ProGlide. They also use the Gillette name for shaving creams, aftershaves, deodorants, and body washes. Procter & Gamble is using _____ branding for the shampoo category and _____ branding for the shaving category.
A) individual; family
B) manufacturer; private
C) family; individual
D) brand-extension; private
E) individual; individual

Question 2

How can a marketer use product quality as a pricing objective to influence purchasing decisions?

Zebsrer · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

A

Answer to Question 2

Some consumers are seeking less-expensive products and shopping more selectively, enabling some manufacturers and retailers to focus on the value of their products in communications with customers. Value is more than just a product's price. It combines price with quality attributes, which customers use to differentiate between competing brands. Generally, consumers want to maximize the value they receive for their money. Consumers may even perceive products to have great value that are not the least expensive, such as organic produce, if they have desirable features or characteristics. Consumers are also generally willing to pay a higher price for products that offer convenience and time savings. Companies that offer both low prices and high quality have altered consumers' expectations about how much quality they must sacrifice for low prices. Understanding the importance of a product to customers, as well as their expectations about quality and value, helps marketers correctly assess the target market's evaluation of price.