Ch. 7 Marketing Exam

F

A service is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.

A

A ________ consists of all the product lines and items that a particular seller offers for sale. A) product mix B) brand line C) consumer mix D) packaging mix E) line extension

C

A ________ involves the use of a successful brand name to launch new or modified products in a new category. A) line extension B) product line C) brand extension D) private brand E) brand symbol

A

A ________ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges. A) product line B) line extension C) private brand D) convenience product E) product bandwidth

D

A ________ is defined as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. A) private brand B) service variability C) service D) product E) service encounter

T

A brand name should translate easily into foreign languages.

D

A company can increase its business in four ways. Which is NOT one of these ways? A) It can add new product lines, thus widening its product mix. B) It can lengthen its existing product lines. C) It can add more versions of each product and thus deepen its product mix. D) It can discontinue some of its lines. E) It can increase the consistency of its product mix.

F

A company can stretch its product either upward or downward, but not both directions.

D

A company has four choices when it comes to developing brands. Which is NOT one of those choices? A) line extension B) brand extension C) multibrands D) width and depth extension E) new brands

T

A company might stretch its product line upward to add prestige to its current products.

T

A company's market offering usually includes some support services.

T

A company's product mix has four important dimensions: width, length, depth, and consistency.

C

A hickory rocking chair, handmade by an Amish woodcarver in northern Indiana from locally grown wood, is an example of a(n) ________. A) convenience product B) shopping product C) specialty product D) service E) augmented product

C

A key element in a company's relationship with consumers, a ________ represents consumers' perceptions and feelings about a product and its performance. A) product line B) product experience C) brand D) service E) product attribute

B

A manager of a Holiday Inn said, "We have power and value in the market and people are willing to pay for it." This manager is referring to ________. A) social marketing B) brand equity C) specialty products D) line filling E) product length

B

A sensational ________ may grab consumers' attention and produce pleasing aesthetics, but it does not necessarily improve a product's performance. A) design B) style C) experience D) service-profit chain E) augmented product

B

A stripped-down model without any extras is the starting point; a company can create a higher-level model by adding ________. A) co-brandings B) features C) product quality D) service variability E) conformance

B

A(n) ________ is a name, term, sign, symbol, design, or a combination of these, that identifies that maker or seller of a product or service. A) service B) brand C) co-branding D) internal marketing E) external marketing

B

All of the following are a manufacturer's sponsorship options for a product EXCEPT ________. A) manufacturers' brand B) multibrands C) private brand D) licensed brand E) co-branding

D

All of the following are methods for developing a differentiated service delivery EXCEPT which one? A) having more capable customer-contact people B) developing a superior environment in which the service is offered C) having more reliable customer-contact people D) developing symbols and branding E) designing a superior delivery process

C

An alternative to product line stretching is ________, adding more items within the present range of the line. A) product mixing B) interactive marketing C) product line filling D) co-branding E) service marketing

B

An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented? A) line extension B) brand extension C) multibranding D) new brands E) rebranding

T

An example of service variability is that within a given Marriott hotel, one registration-desk employee may be cheerful and efficient, whereas another may be unpleasant and slow.

B

An increasing number of retailers and wholesalers have created their own ________, also called store brands. A) unsought products B) private brands C) specialty products D) service variability E) shopping products

C

At the very least, the ________ identifies the product or brand. It might also describe several things about the product and promote the brand. A) line extension B) social marketing C) label D) specialty product E) package

T

Attributes are the least desirable level for brand positioning because competitors can easily copy attributes and customers are more interested in what attributes will do for them than in the attributes themselves.

C

Because service quality depends on the quality of buyer-seller interaction during the service encounter, service marketers use ________ to train employees in the art of interacting with customers to satisfy their needs. A) internal marketing B) external marketing C) interactive marketing D) service differentiation E) service productivity

T

Because so many purchase decisions are made in stores, a product's packaging may be a seller's last and best chance to influence consumers.

B

Berkowitz Piano Company can expand its product line in one of two common ways. Which of the following is one of those ways? A) internal marketing B) line filling C) product mixing D) social marketing E) line mixing

T

Branding can add consumer value to a product.

T

Cannibalization and customer confusion about product differentiation are two potential results if line filling is overdone.

B

Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna, even though the Kroger tuna costs $0.15 less per can. Chicken of the Sea has high brand ________. A) extension B) equity C) licensing D) service E) evidence

F

Co-branding is a form of product sponsorship that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

C

Costco's Kirkland products are an example of a(n) ________. A) organizational brand B) support brand C) private brand D) sponsorship brand E) manufacturer's brand

T

Customer retention is perhaps the best measure of quality-a service firm's ability to hang on to its customers depends on how consistently it delivers value to them.

T

Customers come to know a brand through a wide range of contacts and touch points, including word of mouth, personal interactions with company employees, telephone interactions, and company Web pages.

B

Developing a product involves defining the benefits that it will offer. These benefits are communicated and delivered by ________ such as quality, features, and style and design. A) private brands B) product attributes C) consumer products D) product mixes E) marketing tools

F

Dove marketers can go beyond the brand's cleansing cream properties and talk about the resulting benefit of softer skin. This is known as product attributes in brand positioning.

E

Each new iPod product introduction advances the causes of democratizing technology and approachable innovation. iPod, an expert at fostering customer community, has been ranked one of the Breakaway Brands by the brand consultancy Landor Associates. iPod is positioned on ________. A) attributes B) benefits C) variation D) selection E) beliefs and values

B

For a fee, some companies ________ names or symbols previously created by other manufacturers, names of well-known celebrities, and/or characters from popular movies and books, any of which can provide an instant and proven brand name. A) service B) license C) market D) package E) brand

B

General Electric's campaign stating, "We bring good things to life" is an example of ________. A) personal marketing B) corporate image marketing C) product quality D) product line E) social marketing

B

Gina's Nail Salon is serious about pleasing its customers. Employees are trained to immediately and pleasantly respond to any customer complaints, and they are empowered to offer discounts and free add-ons to customers who believe they have received anything less than the best service. Gina's Nail Salon focuses on ________. A) differentiating its offer B) good service recovery C) internal marketing D) image marketing E) productivity

T

Good service recovery can turn angry customers into loyal customers and can even win more customer purchasing and loyalty than if no problem had occurred in the first place.

A

Helene Curtis began to market shampoo for normal hair. In an attempt to increase profits and use excess market capacity, Helene Curtis then marketed shampoo for oily hair and color-treated hair. This is an example of ________. A) line filling B) social marketing C) a shopping product D) an unsought product E) people marketing

T

In a service business, the customer and front-line service employee interact to create the service.

C

In assessing which new features to add to a product, a company must weigh each feature's ________ to customers versus its ________ to the company. A) cost; line extension B) cost; service C) value; cost D) service; line extension E) equity; cost

C

In most ________ situations, one company licenses another company's well-known brand to use in combination with its own. A) brand extension B) brand equity C) co-branding D) internal marketing E) line extension

B

In recent years, product safety and environmental responsibility have become major ________ concerns. A) branding B) packaging C) product mix D) service E) product line

C

In the competition between ________ and ________ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, what prices will be charged, and which products will be featured in print promotions. A) national; manufacturer's B) store; private C) national; private D) store; licensed E) private; distributor

D

Mabel Lu is planning to buy a new washing machine. She notices that they come in numerous price ranges. She wants to make sure she gets the most for her money. This product is a(n) ________ product. A) augmented B) specialty C) convenience D) shopping E) unsought

B

Major brand marketers often spend huge amounts on advertising to create brand ________ and to build preference and loyalty. A) extension B) awareness C) packaging D) internal marketing E) franchising

C

Many companies now use a combination of phone, e-mail, fax, Internet, and other technologies to provide ________. A) labeling information B) brand equity C) support services D) packaging advantages E) product mixes

B

Most manufactured materials and parts are sold directly to ________. Price and service are the major marketing factors; branding and advertising tend to be less important. A) consumers B) industrial users C) government buyers D) co-branders E) wholesalers

T

One aspect of managing service differentiation is the company's service delivery.

A

Paper, pencils, lubricants, paint, nails, and brooms are examples of ________. A) supplies B) capital items C) raw materials D) specialty products E) installations

A

Product is a key element in a company's ________, which may, at one extreme, consist of pure tangible goods or, at the other extreme, pure services. A) market offering B) brand equity C) brand extension D) co-branding E) core customer value

C

Product mix ________ refers to the number of different product lines the company carries. Procter & Gamble markets 250 brands organized into many product lines. A) length B) height C) width D) perimeter E) depth

B

Product mix ________ refers to the number of versions offered of each product in the line. Crest toothpaste comes in 13 varieties, ranging from Crest Multicare to Crest Baking Soda formulations. A) length B) depth C) height D) width E) perimeter

C

Product planners consider products and services on three levels. The most basic level is the ________, which addresses the question, "What is the buyer really buying?" A) actual product B) augmented product C) core customer value D) co-branding E) exchange

D

Product planners must design the actual product and also find ways to ________ it in order to create the bundle of benefits that will create the most customer value. A) promote B) package C) brand D) augment E) present

F

Product support services identify the product or brand, describe several things about the product, and promote the product through attractive graphics.

A

Products and services fall into two broad classifications based on the types of consumers that use them. Which of the following is one of these broad classes? A) industrial products B) specialty products C) supplies and services D) materials and parts E) convenience products

B

Public health campaigns to reduce smoking, alcoholism, drug abuse, and overeating are all examples of ________. A) specialty products B) social marketing C) shopping products D) consumer products E) responsibility marketing

T

Quaker produces a variety of cereals. This variety is called its product line.

F

Retailers and wholesalers who have created their own brands-such as Wal-Mart's Sam's Choice beverages and food products-are participating in co-branding.

F

Service inseparability means that the quality of services depends on who provides them, as well as when, where, and how they are provided.

T

Service productivity can be managed by increasing the quantity of service and giving up some quality.

D

Service providers must consider four special service characteristics when designing marketing programs. Which is NOT one of these characteristics? A) service intangibility B) service inseparability C) service perishability D) service heterogeneity E) service variability

T

Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.

T

Sony offers consumers more than just camcorders; it provides consumers with a complete solution to their picture-taking problems. This offering is called an augmented product.

F

Style is a larger concept than design. Design describes the appearance of a product.

T

Successful service companies focus their attention on both their customers and their employees.

A

The Ad Council of America has developed dozens of ________ marketing campaigns, including classics such as "Smokey the Bear," "Keep America Beautiful," and "Only You Can Prevent Forest Fires." A) social B) brand equity C) service D) product line E) place

D

The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way. A) depth B) length C) width D) consistency E) perimeter

B

The ________ requires sellers to provide detailed nutritional information on food products. A) Fair Packaging and Labeling Act of 1966 B) Nutritional Labeling and Educational Act of 1990 C) Labeling Act of 1970 D) Packaging Act of 1970 E) Federal Trade Commission Act of 1914

B

The fundamental asset underlying brand equity is ________-the value of the customer relationships that the brand creates. A powerful brand is important, but what it really represents is a set of loyal consumers. A) the customer mix B) customer equity C) line equity D) service variability E) the service encounter

D

The impossibility of a barber storing haircuts for later sale is an example of which of the following? A) service intangibility B) service inseparability C) service variability D) service perishability E) provider-customer interaction

D

The major product line decision involves ________. A) line stretching B) moving the line upward or downward C) product line filling D) product line length E) product packaging

F

The service-profit chain is the set of all product lines and items that a particular seller offers for sale.

D

The strongest brands go beyond attributes or benefit positioning; they are positioned on ________. A) desirable benefit B) good packaging C) service inseparability D) strong beliefs and values E) customer image

A

The third level of a product that product planners consider is a(n) ________ around the core benefit and actual product that offers additional consumer services and benefits. A) augmented product B) brand equity C) brand extension D) industrial product E) image

B

The total financial value of a brand is estimated through the process of brand ________. A) differentiation B) valuation C) extensions D) positioning E) equity

F

Unsought products are products that the customer buys frequently, immediately, and with a minimum of comparison and buying effort.

D

Through ________, the service firm trains and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction. A) service inseparability B) service intangibility C) service variability D) internal marketing E) external marketing

E

To achieve their social change objectives, social marketing programs ________. A) utilize only the promotional P of the marketing mix B) utilize only the promotional and product Ps of the marketing mix C) work to influence individuals' behavior to improve their well-being D) utilize all of the Ps in the marketing mix E) C and D

B

To differentiate themselves, many companies go beyond offering products and services; they are also developing and delivering customer ________. A) feedback B) experiences C) brands D) product lines E) events

B

What are the two dimensions of product quality? A) performance and resistance B) level and consistency C) conformance and style D) design and innovation E) features and design

F

When a company introduces a new brand name in the same product category, it is called line extension.

B

When a company lengthens its product line beyond its current range, it is ________. A) product line filling B) product line stretching C) product mixing D) increasing product depth E) building brand equity

E

When the Twin Six Cafe provides gourmet menu options to its customers, as well as impeccable servicewhich even allows customers to hand-select their own cuts of meat________ is/are are evident. A) only an actual product B) only an augmented product C) only a core benefit D) both a core benefit and an actual product E) a core benefit, an actual product, and an augmented product

A

Which of the following capital items is NOT considered accessory equipment? A) buildings B) hand tools C) lift trucks D) desks E) chairs

C

Which of the following does NOT belong to the materials and parts group of industrial products? A) farm products such as wheat B) natural products such as iron ore C) repair and maintenance items D) petroleum E) lumber

C

Which of the following is NOT a desirable quality for a brand name? A) It should suggest something about the product's benefits and qualities. B) It should be easy to pronounce, recognize, and remember. C) The name should be a long word to get attention. D) The name should translate easily into foreign languages. E) It should be distinctive.

C

Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength? A) brand differentiation B) brand knowledge C) brand valuation D) brand esteem E) brand relevance

B

Which of the following is NOT one of the links in the service-profit chain, linking service firm profits with employee and customer satisfaction? A) internal service quality B) evidence management C) satisfied and productive service employees D) satisfied and loyal customers E) healthy service profits and growth

D

Which of the following is a potential drawback of multibranding? A) Consumers may become confused about the image of the main brand. B) An overextended brand name might lose its specific meaning for consumers. C) Different product features can appeal to consumers with different buying motives. D) The company's resources may be spread over too many brands. E) The company can occupy more retail shelf space.

C

Which of the following is an advantage offered by co-branding? A) Manufacturers do not have to invest in creating their own brand names. B) Retailers have exclusive products that cannot be purchased from competitors. C) A company can expand its existing brand into a category it otherwise might have difficulty entering alone. D) Advertising, sales, promotion, and marketing must be carefully coordinated. E) Brand equity is stabilized.

A

Which of the following is most likely to be seen as the major enduring asset of a company, outlasting the company's specific products and facilities? A) brands B) convenience products C) specialty products D) unsought products E) staples

D

Which of the following is the MOST important for product designers to consider as they develop a product? A) which product features can be added to create higher-level models B) how the product appears C) what the product's technical specifications are D) how customers will use and benefit from the product E) how the product is packaged to attract spontaneous purchases

C

Which of the following is the lowest level on which marketers can position their brands in target customers' minds? A) interactive marketing B) internal marketing C) product attributes D) strong beliefs and values E) added service

D

Which of the following is/are examples of product mix depth? A) hamburger and cheeseburger B) hamburger and ice cream C) Coke and Diet Coke D) A and C E) all of the above

D

Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance? A) positioning B) style C) total quality management D) conformance E) adherence

A

Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories? A) megabrand B) service inseparability C) social marketing D) unsought product E) undifferentiated

C

While advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference, brands are not maintained by advertising but by ________. A) marketing experience B) line extensions C) brand experience D) product mix E) word-of-mouth elements

B

You have an upset stomach. Your spouse rushes to the corner convenience store for a bottle of Pepto-Bismol. This product is a(n) ________ product. A) unsought B) convenience C) augmented D) shopping E) specialty

B

________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. A) Line extensions B) Services C) Brands D) Consumer products E) Supplements

C

________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. A) Shopping products B) Unsought products C) Specialty products D) Industrial products E) Line extensions

C

________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, and other marketing efforts. A) Specialty products B) Line extensions C) Unsought products D) Shopping products E) Convenience products

C

________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment. A) Materials B) Parts C) Capital items D) Specialty items E) Supplies

A

________ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making comparisons about these products. A) Shopping products B) Convenience products C) Unsought products D) Industrial products E) Line extensions

B

________ are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products. A) Services B) Consumer products C) Line extensions D) Industrial products E) Straight extensions

D

________ are those products purchased for further processing or for use in conducting a business. A) Unsought products B) Specialty products C) Shopping products D) Industrial products E) Accessories

C

________ consists of activities undertaken to create, maintain, or change attitudes or behavior toward particular people. A) Corporate image advertising B) Organization marketing C) Person marketing D) Social marketing E) Intermarket marketing

B

________ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization. A) Person marketing B) Organization marketing C) Internal marketing D) Service variability E) Intelligence marketing

B

________ contributes to a product's usefulness as well as to its looks. A) Style B) Design C) Package D) Brand E) Functionality

C

________ has been affected by the need to include unit pricing, open dating, and nutritional information. A) Branding B) Packaging C) Labeling D) Product line filling E) Product mixing

B

________ involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, and regions. A) Idea marketing B) Place marketing C) Social marketing D) Interactive marketing E) Organization marketing

A

________ involves designing and producing the container or wrapper for a product. A) Packaging B) Product line C) Service D) Branding E) Labeling

C

________ is an approach in which all the company's people are involved in constantly improving the products, services, and business processes. A) Product quality B) Brand equity C) Total quality management D) Specialty product marketing E) Positioning

C

________ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of society. A) Unsought product marketing B) Internal marketing C) Social marketing D) Person marketing E) Interactive marketing

B

________ is one of the marketer's major positioning tools because it has a direct impact on product or service performance; it is therefore closely linked to customer value and satisfaction. A) Packaging B) Product quality C) Total quality management D) Specialty marketing E) Positioning

C

________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought. A) Service inseparability B) Service variability C) Service intangibility D) Service perishability E) Service heterogeneity

B

________ means that services cannot be separated from their providers, whether the providers are people or machines. A) Service intangibility B) Service inseparability C) Service variability D) Service perishability E) Service heterogeneity

A

________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes. A) A line extension B) A product mix C) Interactive marketing D) Service variability E) Service intangibility

C

________ occurs when two established brand names of different companies are used on the same product. A) A brand extension B) Brand equity C) Co-branding D) Internal marketing E) Cannibalization