Chp 7, MKTG 3310 Kincaid Products

10. Product planners need to consider products and services on three levels. At the final level, product planners must build ________. A) an augmented product B) a basic product C) an actual product D) a brand personality E) core customer value

A

18. A hickory rocking chair, handmade by an Amish woodcarver in Lancaster, Pennsylvania from locally grown wood, is an example of a(n) ________. A) specialty product B) convenience product C) product attribute D) capital item E) service

A

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

A

23. Installations consist of ________. A) major purchases such as elevators B) highly priced luxury goods such as Rolex watches C) portable factory equipment such as hand tools D) products such as insurance E) portable office equipment such as computers

A

26. The advertising slogan, "We bring good things to life," used by General Electrics to market themselves, is an example of ________ marketing. A) corporate image B) place C) internal D) niche E) person

A

31. Advertising campaigns involving issues ranging from health care, education, and environmental sustainability to human rights and personal safety can be classified under ________. A) social marketing B) corporate image marketing C) internal marketing D) person marketing E) place marketing

A

34. Rhodia invites tourists from all over the world to experience its pristine nature, clear skies, and beautiful summertime climate. This exemplifies ________. A) place marketing B) corporate image marketing C) social marketing D) social engineering E) negative brand equity

A

4. Marketing mix planning begins with ________. A) building an offering that brings value to target customers B) selecting the right channel for distribution of the product C) finding a suitable promotion strategy for the product D) setting a reasonable price for the product E) calculating the total costs involved in manufacturing the product

A

40. ________ is an approach in which all the company's people are involved in constantly improving the quality of products, services, and business processes. A) Total quality management B) Product positioning C) Brand equity management D) Quality function deployment E) Business intelligence

A

8. 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?" A) core customer value B) exchange value C) actual product D) co-branding E) augmented product

A

A reputed cosmetic company in New York City added new product lines in order to increase its business. In other words, it ________. A) widened its product mix B) decreased its product line consistency C) engaged in market diversification D) engaged in social marketing E) lengthened its existing product line

A

Herb Marks built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended. Herb built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable. Herb Marks established a brand name, known merely as Marks, and decided to expand on it. Herb extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Herb's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Marks, as well as nurture existing accounts. "We make an excellent product," Herb Marks stated, "and we honor a good guarantee on everything we sell. But let's face itwe face hundreds of competitors! We need Marks representatives out there to help prospects understand what they should demand in something as simple as a writing tool." The Marks brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Marks representative, before the purchase and long after. 36. Which type of product does Marks manufacture? A) specialty B) unsought C) convenience D) shopping E) industrial

A

Product mix ________ refers to the total number of items a company carries within its product lines. A) length B) consistency C) height D) width E) depth

A

Proton Corp. is an automobile manufacturer known for producing efficient, durable, and low-priced cars. Recently, the company launched a new range of luxury cars to broaden its market appeal and to add prestige to its existing line of cars. This is an example of ________. A) product line stretching B) social marketing C) product line filling D) internal marketing E) cannibalization

A

The major product line decision involve(s) ________, the number of items in the product line. A) product line length B) product line depth C) product features D) product line conformance E) product packaging

A

The strongest brands are positioned on ________. A) strong beliefs and values B) service inseparability C) product attributes D) good packaging E) desirable benefit

A

Costco's Kirkland Signature products are an example of a ________. A) generic brand B) private brand C) manufacturer's brand D) national brand E) support brand

B

Which of the following is the lowest level on which marketers can position their brands in target customers' minds? A) product attributes B) product benefits C) beliefs and values D) after-sale services E) brand equity

A

Which of the following strategies involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number one or number two market share positions with good growth prospects in their categories? A) megabrand strategies B) niche marketing strategies C) co-branding D) licensing E) social marketing strategies

A

________ involves the use of a successful brand name for new or modified products in a new category. A) A brand extension B) Co-branding C) A product line D) Cannibalization E) A line extension

A

________ is the differential effect that knowing the brand name has on customer response to the product and its marketing. A) Brand equity B) Brand differentiation C) Brand personality D) Brand knowledge E) Brand relevance

A

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

A

________ means that services cannot be stored for later sale or use. A) Service perishability B) Service intangibility C) Service inseparability D) Service variability E) Service consistency

A

________ means that the quality of services depends on who provides them as well as when, where, and how they are provided. A) Service variability B) Service intangibility C) Service perishability D) Service inseparability E) Service heterogeneity

A

________ occurs when two established brand names of different companies are used on the same product. A) Co-branding B) Market diversification C) Licensing D) Niche marketing E) Cannibalization

A

11. ________ are industrial products. A) Retail items B) Capital items C) Convenience products D) Shopping products E) Specialty products

B

2. ________ 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) Specialty products B) Services C) Liabilities D) Consumer products E) Brands Brands

B

21. ________ are the major marketing factors in the sale of most manufactured materials and parts. A) Public relations and brand management B) Price and service C) Branding and advertising D) Sales promotion and advertising E) Branding and packaging

B

22. _______ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment. A) Convenience products B) Capital items C) Unsought products D) Repair items E) Specialty items

B

3. Which of the following exemplifies a service? A) laptop B) retail C) candy D) car E) laundry detergent

B

30. Tourism Australia's global marketing campaign, "There's nothing like Australia" is an example of ________. A) internal marketing B) place marketing C) organization marketing D) person marketing E) corporate image marketing

B

33. Public health campaigns designed to reduce alcoholism, drug abuse, smoking, and obesity are all examples of ________ marketing. A) internal B) social C) person D) organization E) place

B

49. A product's ________ identifies the product or brand, describes several things about the product, and promotes the brand. A) feature B) label C) design D) line extension E) portfolio

B

5. Which of the following is true with regard to services? A) Services can be easily separated from their providers. B) Services are a form of product that consists of activities, benefits, or satisfactions offered for sale. C) Services can be stored for later use. D) Services are tangible product offerings whose quality can be easily measured. E) Services refer to purely tangible products.

B

6. Which of the following is an example of a pure tangible good? A) a credit card B) a bag of potato chips C) a laptop with a comprehensive warranty for three years D) an agency that offers free legal advice E) an online shoe retailer that provides free home delivery

B

Alex Smith rents storage space to college students who go home for the summer but do not want to haul all of their property home and back. The business is profitable during the summer months, but when the storage space is unoccupied in the off-season, Alex loses money. Which of the following characteristics of service is most likely the source of Alex's problem? A) variability B) perishability C) intangibility D) inconsistency E) inseparability

B

Service companies can differentiate their service delivery by ________. A) offering innovative product features B) having more able and reliable customer-contact people C) using symbols and logos D) instituting a hierarchical organizational structure E) de-emphasizing branding

B

Symmonds Inc., a company manufacturing breakfast cereals, has extended its special Crispo cereal brand into a full line of breakfast cereals plus protein shakes, fruit and sandwich spreads, butter, and doughnuts. This is an example of ________. A) co-branding B) brand extension C) cannibalization D) licensing E) line extension

B

Which of the following actions is a restaurant owner most likely to take in order to reduce problems associated with service intangibility? A) increase entree prices after 6 p.m. B) provide clean tablecloths and fresh napkins for each new customer C) offer discounted prices for appetizers ordered during happy hour D) hold regular employee workshops focusing on customer service E) empower employees to handle customer complaints

B

Which of the following is a potential drawback of multibranding? A) Company resources are likely to be concentrated on a single brand. B) Each brand might obtain only a small market share, and none may be very profitable. C) Multibranding causes companies to refrain from product diversification. D) Multibranding tends to decrease brand loyalty. E) Multibranding curbs the growth opportunities of established brands.

B

Which of the following is true with regard to brand equity? A) The total financial value of a brand can be easily measured. B) High brand equity provides a company with many competitive advantages. C) Brand equity refers to how much consumers know about the brand. D) Positive brand equity derives from low brand esteem. E) A brand has positive brand equity if consumers react less favorably to it than to an unbranded version.

B

________ 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) Megabranding B) Line extension C) Co-branding D) Internal marketing E) Interactive marketing

B

________ occurs when a company lengthens its product line beyond its current range. A) Co-branding B) Product line stretching C) Market diversification D) Niche marketing E) Product line filling

B

Product mix ________ refers to the number of versions offered for each product in the line. A) width B) length C) depth D) height E) consistency

C

1. Which of the following is true with regard to products? A) Products refer to only those activities that are essentially intangible. B) Products are not meant for sale in the market. C) Products include services, events, persons, places, organizations, ideas, or a mixture of these. D)The quality of products is far more difficult to measure than that of services. E) Products do not include experiences, organizations, persons, places, and ideas.

C

12. Consumer products refer to ________. A) primarily intangible offerings from marketers B) products that aid in the consumer's production or operations, including installations and accessory equipment C) products and services bought by final consumers for personal consumption D) products purchased by consumers for further processing or for use in conducting a business E) raw materials as well as manufactured materials and parts

C

13. ________ are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort. A) Unsought products B) Capital items C) Convenience products D) Supplies and repair services E) Shopping products

C

15. ________ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. A) Unsought products B) Supplies and repair services C) Shopping products D) Capital items E) Convenience products

C

24. Lubricants, coal, paper, and pencils are examples of ________. A) installations B) capital items C) operating supplies D) raw materials E) specialty products

C

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

C

38. Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by ________. A) support services B) branding C) product attributes D) product labels E) product packaging

C

44. ________ contribute(s) to a product's usefulness as well as to its looks. A) Multiple features B) Sensational style C) Good design D) Trait E) Consistency

C

A good brand name should most likely be ________. A) conventional B) trendy C) distinctive D) long E) complex

C

Product mix ________ refers to the number of different product lines the company carries. A) depth B) length C) width D) consistency E) height

C

Some companies obtain the rights to use the names or symbols previously created by other manufacturers for a fee. This process is known as ________. A) multibranding B) co-branding C) licensing D) positioning E) segmenting

C

The ________ requires sellers to provide detailed nutritional information on food products. A) Glass-Steagall Act B) Sherman Antitrust Act C) Nutritional Labeling and Educational Act of 1990 D) Commodity Futures Modernization Act of 2000 E) Federal Trade Commission Act of 1914

C

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

C

While advertising campaigns can help create name recognition, brand knowledge, and perhaps even some brand preference, brands are not maintained by advertising but by ________. A) brand sponsorships B) brand differentiation C) brand experiences D) brand awareness E) line extensions

C

________ means that service quality depends on the quality of buyer-seller interaction during the service encounter. A) Service differentiation B) Traditional external marketing C) Interactive marketing D) Service productivity E) Corporate image marketing

C

________ refers to how highly consumers regard and respect the brand. A) Brand relevance B) Brand conformance C) Brand esteem D) Brand differentiation E) Brand knowledge

C

14. Which of the following is an example of a convenience product? A) life insurance B) refrigerator C) furniture D) fast food E) diamond ring

D

16. Erica wants to replace her old washing machine with a new one. In order to get the maximum value for her money, she plans to spend substantial time and effort in gathering information and making product comparisons before making the actual purchase. In this instance, Erica is planning to buy a ________ product. A) convenience B) unsought C) exclusive D) shopping E) specialty

D

17. ________ 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) Convenience products B) Shopping products C) Unsought products D) Specialty products E) Capital items

D

19. ________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. A) Specialty products B) Convenience products C) Capital items D) Unsought products E) Shopping products

D

27. ________ consists of activities undertaken to create, maintain, or change attitudes toward particular people. People ranging from presidents, entertainers, and sports figures to professionals such as doctors, lawyers, and architects use it to build their reputations. A) Corporate image marketing B) Social marketing C) Place marketing D) Person marketing E) Organization marketing

D

28. A company that uses well-known celebrities to help sell its products is using ________. A) organization marketing B) social marketing C) interactive marketing D) person marketing E) internal marketing

D

32. Elmo Inc., a Michigan-based manufacturer of athletic shoes, uses professional athletes in its ad campaigns to help sell its products. This is an example of ________ marketing. A) internal B) place C) organization D) person E) social

D

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

D

43. Style simply describes the ________ of a product. A) durability B) utility C) quality D) appearance E) long-term benefits

D

45. A good design begins with ________. A) identifying the most suitable and aesthetic packaging B) brainstorming new product ideas C) brainstorming technical product specifications D) observing and understanding customers and shaping their product-use experience E) making prototypes of the planned product

D

46. Which of the following questions is most important for product designers to consider while developing a product? A) What are the product's technical specifications? B) Which specific features of the product do customers like most? C) How can the product be packaged to stimulate instant purchase? D) How would customers use and benefit from the product? E) How does the product appear to buyers?

D

47. A ________ is a name, term, sign, symbol, design, or a combination of these, that identifies the maker or seller of a product or service. A) line extension B) feature C) value chain D) brand E) package

D

48. ________ involves designing and producing the container or wrapper for a product. A) Co-branding B) Patenting C) Labeling D) Packaging E) Servicing

D

According to the service profit chain, superior internal service quality results in ________. A) reduced after-sale services B) increased word-of-mouth sales C) negative brand equity of newly launched products D) more satisfied, loyal, and hardworking employees E) lesser service value

D

An increasing number of retailers and wholesalers have created their own ________, also called store brands. A) national brands B) generic brands C) multibrands D) private brands E) manufacturers' brands

D

Herb Marks built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended. Herb built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable. Herb Marks established a brand name, known merely as Marks, and decided to expand on it. Herb extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Herb's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Marks, as well as nurture existing accounts. "We make an excellent product," Herb Marks stated, "and we honor a good guarantee on everything we sell. But let's face it we face hundreds of competitors! We need Marks representatives out there to help prospects understand what they should demand in something as simple as a writing tool." The Marks brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Marks representative, before the purchase and long after. 35. An easier, more comfortable, more stylish transfer of thought onto paper refers to the ________ of Herb's offerings. A) augmented product B) tangible element C) service variability D) core customer value E) actual product

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) height D) consistency E) width

D

The customers of Parry's Hair Salon have noticed that the quality of a haircut depends on who provides it as well as when, where, and how the service is provided. Which of the following characteristics of service is evident in this instance? A) service distinction B) service perishability C) service inseparability D) service variability E) service intangibility

D

Tristan and Juliet, a newly married couple who intend to go to Egypt for their honeymoon, bought a Europe travel package on Jizo Inc., an online travel site. As they have never seen Europe or used the services of Jizo before, they were largely dependent on other customers' feedback and signals for service quality. Which of the following characteristics of service is highlighted in this instance? A) service distinction B) service inseparability C) service perishability D) service intangibility E) service variability

D

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) multibrand B) new brand C) line extension D) private brand E) product line

E

25. ________ consists of activities undertaken to create, maintain, or change the attitudes and behaviors of target consumers toward an organization. A) Puffery B) Organizational learning C) Niche marketing D) Social networking E) Organization marketing

E

39. ________ refers to the characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs. A) Product labeling B) Brand personality C) Brand image D) Brand equity E) Product quality

E

42. ________ refers to freedom from defects and consistency in delivering a targeted level of performance. A) Product style B) Product design C) Performance quality D) Branding E) Conformance quality

E

7. Which of the following product offerings is intangible? A) a package of laundry detergent B) a wool jacket C) a gold ring D) an ink cartridge for a printer E) a taxi ride

E

9. Product planners need to consider products and services on three levels. At the second level, product planners must ________. A) offer additional product support and after-sale services B) define the problem-solving benefits or services that consumers seek C) identify the core customer value that consumers seek from the product D) find out how they can create the most satisfying brand experience E) turn the core benefit into an actual product

E

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

E

After a brief stay at a luxury hotel in Paris, Benjamin Sanders noted that the hotel had kept every promise it made when he booked the room, meeting all his needs. He added that it was a "thoroughly comfortable and opulent experience." According to Young & Rubicam's Brand Asset Valuator, this reflects ________. A) brand differentiation B) brand valuation C) brand knowledge D) brand esteem E) brand relevance

E

Apollo Couriers, a company providing international express mail services, has a proactive customer communications team. The primary job of this team is to identify situations that led to customer dissatisfaction, and then provide quick remedies to fix the problems. This has helped Apollo in winning customer loyalty to a great extent. In this instance, Apollo has benefitted from ________. A) place marketing B) multibranding C) co-branding D) product differentiation E) good service recovery

E

Blue Fin canned tuna has higher sales than its unbranded rival, even though the unbranded tuna costs $0.45 less per can than BlueFin tuna. BlueFin most likely has ________. A) low brand relevance B) an aggressive brand personality C) negative brand equity D) no brand commitment E) high brand equity

E

Gainville Inc. manufactures android phones. Each new Gainville phone launch advances the cause of democratizing technology. Gainville, an expert in fostering customer community, engages customers at a deep, emotional level, and has been ranked one of the Breakaway Brands by the brand consultancy Kendell Associates. Gainville is most likely positioned on ________. A) basic product attributes B) Service variability C) short-term benefits D) self-image enhancement E) strong beliefs and values

E

Herb Marks built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended. Herb built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable. Herb Marks established a brand name, known merely as Marks, and decided to expand on it. Herb extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Herb's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Marks, as well as nurture existing accounts. "We make an excellent product," Herb Marks stated, "and we honor a good guarantee on everything we sell. But let's face itwe face hundreds of competitors! We need Marks representatives out there to help prospects understand what they should demand in something as simple as a writing tool." The Marks brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Marks representative, before the purchase and long after. 37. The new felt-tip pens, multiple-cartridge pens, and quills are examples of ________. A) megabranding B) co-branding C) multibranding D) product line inconsistencies E) product line filling

E

The first step in designing support services is to ________. A) closely observe the product and pricing strategies of consumers B) encourage customers to try new products C) add new services that will both delight customers and yield profits to the company D) prevent brand dilution E) survey customers to assess the value of current services and obtain ideas for new ones

E

The fundamental asset underlying brand equity is ________, the value of customer relationships that the brand creates. A) the product experience B) Service variability C) the customer mix D) the service encounter E) customer equity

E

Titan Inc., an automobile manufacturer based in Utah, recently added two new models to its existing line of sedans in order to increase profits and satisfy dealers. This is an example of ________. A) person marketing B) market diversification C) negative brand equity D) social marketing E) line filling

E

Which of the following is an advantage offered by co-branding? A) Co-branding dilutes brand equity and increases the appeal of store brands. B) Manufacturers do not have to invest in creating their own brand names with co-branding. C) Co-branding does not involve complex legal contracts and licenses. D) Co-branding allows retailers to sell exclusive products that cannot be purchased from competitors. E) Co-branding allows a company to expand its existing brand into a category it might otherwise have difficulty entering alone.

E

Which of the following is one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength? A) brand conformance B) brand convenience C) brand extension D) brand consistency E) brand relevance

E

Which of the following is true with regard to store brands? A) Store brands have been declining in popularity and strength for more than two decades. B) Store brands are also known as national brands. C) Store brands are growing far slower than manufacturer's brands. D) Increasing consumer distrust toward store brands has led to a store-brand slump. E) Store brands are created and owned by resellers of a product or service.

E

________ involves adding more items within the present range of the product line. A) Downward product line stretching B) Brand extension C) Upward product line stretching D) Market diversification E) Product line filling

E

________ refers to how consumers feel if a brand meets their needs. A) Brand esteem B) Brand dilution C) Brand differentiation D) Brand equity E) Brand relevance

E

________ represent(s) consumers' perceptions and feelings about a product and its performance. A) Design B) Labeling C) Product attributes D) Product lines E) Brands

E