Chapter 8
___Represents consumers perception and feelings about a product and its performance
Brands
Product planners need to consider products and services on three levels. Each level it's more customer value. The most basic level is blank, which addresses the question,What is the buyer really buying?
Core customer value
Brand___is the differential effect that knowing the brand-name has on customer response to the product and marketing
Equity
brand___refers to how consumers feel if a brand meets their needs
Esteem
Through___, a service firm Orient and motivates it customer - contact employees and support and service people to work as a team to provide customer satisfaction
Internal marketing
Which of the following strategies involve weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number one or number two marketshare position with a good growth prospects in their category?
Mega brand strategies
Consumer products refer to
Products and services bought by the final consumer for personal consumption
Advertising campaigns involving issues ranging from healthcare, education, and environmental sustainability to human rights and personal safety can be classified under___marketing.
Social
Service productivity can be increased by hiring new employees who will work harder, by giving up some quality, or by___.
Using technology more effectively
Which of the following product offerings is intangible
a taxi ride
Style simply describes the ________ of a product.
appearance
________ are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.
convenience products
Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the ________, which addresses the question, "What is the buyer really buying?"
core customer value
The fundamental asset underlying brand equity is ___, the value of customer relationships that the brand creates
customer equity
________ are industrial products.
office supplies
________ are the major marketing factors in the sale of most manufactured materials and parts.
price and service
Developing a product or service involves defining the benefits that It will offer. These benefits are communicated and delivered by___
product attributes
Which of the following is the lowest level in which marketers can position their brands in target customers minds?
product attributes
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.
product line
________ involves adding more items within the present range of the product line.
product line filling
___ occurs when a company lengthens its product line beyond its current range
product line stretching
A ________ consists of all the product lines and items that a particular seller offers for sale.
product mix
___ refers the characteristics of a product Or service that bear on its ability to satisfy stated or implied customer needs
product quality
________ 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.
specialty products
________ 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.
unsought products
Industrial products and services include raw materials, buildings, fixed equipment, supplies, services, and ____
Computers and desks
Services ___ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.
Intangibility
Product planners need to consider products and services on three levels. At the final level, product planner must build
An augmented product
A label can identify, promote, and ___ the product
Brand
A___ is a name, term, sign, symbol, design, or a combination of these, that identifies the maker or seller of a product or service
Brand
________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment.
Capital items
A good brand should most likely be
Distinctive
If a service employee provides the service, Then the employee becomes a part of the service. This is An example of service___.
Inseparability
Some companies obtain rights to use the names or symbols previously created by other manufacturers for a fee. This process is known as ___.
Licensing
___ 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
Line extensions
Which of the following is not a category of consumer products?
Luxury
___ marketing consist Of activities undertaken to create, maintain, or change attitudes toward particular people. People ranging from President, entertainers, and sports figures to professionals such as doctors, lawyers, and architects use it to build their reputation
Organization
Service___means that services cannot be stored for later sale or use.
Perishability
___ marketing involves Activities undertaken to create, maintain, or change attitudes towards particular cities, states, or regions
Place
Are a form of product that consist of activities benefit or satisfaction offered for sale that are essentially intangible and do not result in the ownership of anything
Services
Which of the following is true with regard to services
Services are a form of product that consists of activities, benefits, or satisfactions offered for sale.
________ refers to freedom from defects and consistency in delivering a targeted level of performance.
conformance quality
What are the two dimensions of product quality
consistency and level
___ contributes to a products usefulness as well as to its looks
good design
Product mix ________ refers to the total number of items a company carries within its product lines.
length
