intro to marketing chapter 8
product mix
A ________ consists of all the product lines and items that a particular seller offers for sale.
product line
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.
) 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
false
A company cannot stretch its product line downward
true
A company's product mix has four important dimensions: width, length, depth, and consistency.
distinctive
A good brand name should most likely be ________.
observing and understanding customers and shaping their product-use experience Answer: E
A good design begins with ________.
specialty product
A hickory rocking chair, handmade by an Amish woodcarver in Lancaster, Pennsylvania from locally grown wood, is an example of a(n) ________.
false
A product line consists of unrelated products that are sold to diverse customer groups. .
label
A product's ________ identifies the product or brand, describes several things about the product, and promotes the brand.
widened its product mix
A reputed cosmetic company in New York City added new product lines in order to increase its business. In other words, it ________.
true
A service refers to an activity, benefit, or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything
more satisfied, loyal, and hardworking employees
According to the service profit chain, superior internal service quality results in ________.
social marketing
Advertising campaigns involving issues ranging from health care, education, and environmental sustainability to human rights and personal safety can be classified under ________.
products and services bought by final consumers for personal consumption
Consumer products refer to ________.
product attributes
Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by ________.
true
Product line filling is overdone if it results in cannibalization and customer confusion.
width
Product mix ________ refers to the number of different product lines the company carries.
depth
Product mix ________ refers to the number of versions offered for each product in the line.
length
Product mix ________ refers to the total number of items a company carries within its product lines.
false
Product mix width refers to the total number of items a company carries within its product lines.
an augmented product
Product planners need to consider products and services on three levels. At the final level, product planners must build ________.
) turn the core benefit into an actual product
Product planners need to consider products and services on three levels. At the second level, product planners must ________.
core customer value
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?"
false
Product quality is harder to define and judge than service quality
social
Public health campaigns designed to reduce alcoholism, drug abuse, smoking, and obesity are all examples of ________ marketing.
place marketing
Rhodia invites tourists from all over the world to experience its pristine nature, clear skies, and beautiful summertime climate. This exemplifies ________.
Specialty products
________ 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
Unsought products
________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying.
Capital items
________ are industrial products
Capital items
________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment.
Shopping products
________ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.
false
Co-branding occurs when retailers and wholesalers create their own store brands.
building an offering that brings value to target customers
) Marketing mix planning begins with ________.
product line stretching
) 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 ________.
fast food
) Which of the following is an example of a convenience product?
Person marketing
) ________ 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
Brand esteem
) ________ refers to how highly consumers regard and respect the brand
brand relevance
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 ________.
perishability
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?
core customer value
An easier, more comfortable, more stylish transfer of thought onto paper refers to the ________ of Herb's offerings.
private brands
An increasing number of retailers and wholesalers have created their own ________, also called store brands.
good service recovery
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 ________.
true
Attributes are the least desirable level for brand positioning because competitors can easily copy attributes.
Nutritional Labeling and Educational Act of 1990
The ________ requires sellers to provide detailed nutritional information on food products.
high brand equity
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 ________.
true
Branding decisions include selecting a brand name and developing a brand strategy.
) private brand
Costco's Kirkland Signature products are an example of a ________.
true
For many companies, the package itself has become an important promotional medium.
person
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.
shopping
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
strong beliefs and values
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 ________.
true
Good service recovery can turn angry customers into loyal ones.
true
In a service business, the customer and the front-line service employee interact to co-create the service.
major purchases such as elevators
Installations consist of ________.
true
Labels range from simple tags attached to products to complex graphics that are part of the packaging.
false
Line extension refers to extending an existing brand name to new product categories.
operating supplies
Lubricants, coal, paper, and pencils are examples of ________.
true
Multibranding offers a way to establish different features that appeal to different customer segments, lock up more reseller shelf space, and capture a larger market share.
having more able and reliable customer-contact people
Service companies can differentiate their service delivery by ________.
true
Service companies can differentiate their service delivery by having more able and reliable customer-contact people.
false
Service inseparability means that the quality of services depends on who provides them, as well as when, where, and how they are provided.
true
Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.
licensing
Some companies obtain the rights to use the names or symbols previously created by other manufacturers for a fee. This process is known as ________.
true
Sometimes, companies stretch upward to add prestige to their current products.
false
Style is a larger concept than design. Design simply describes the appearance of a product.
appearance
Style simply describes the ________ of a product.
brand extension
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 ________.
consistency
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.
) corporate image
The advertising slogan, "We bring good things to life," used by General Electrics to market themselves, is an example of ________ marketing.
true
The augmented product is the actual product plus the various services and benefits offered with it, such as a warranty, free delivery, installation, and maintenance
service variability
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?
survey customers to assess the value of current services and obtain ideas for new ones
The first step in designing support services is to ________.
customer equity
The fundamental asset underlying brand equity is ________, the value of customer relationships that the brand creates.
product line length
The major product line decision involve(s) ________, the number of items in the product line.
product line filling
The new felt-tip pens, multiple-cartridge pens, and quills are examples of ________.
strong beliefs and values
The strongest brands are positioned on ________.
false
The strongest brands do not engage customers on a deep, emotional level.
internal marketing
Through ________, a service firm orients and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.
line filling
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 ________.
place marketing
Tourism Australia's global marketing campaign, "There's nothing like Australia" is an example of ________.
service intangibility
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?
false
Unsought products are products that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort
consistency and level
What are the two dimensions of product quality?
provide clean tablecloths and fresh napkins for each new customer
Which of the following actions is a restaurant owner most likely to take in order to reduce problems associated with service intangibility?
retail
Which of the following exemplifies a service?
Each brand might obtain only a small market share, and none may be very profitable
Which of the following is a potential drawback of multibranding?
Co-branding allows a company to expand its existing brand into a category it might otherwise have difficulty entering alone.
Which of the following is an advantage offered by co-branding?
a bag of potato chips
Which of the following is an example of a pure tangible good?
) brand relevance
Which of the following is one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength
product attributes
Which of the following is the lowest level on which marketers can position their brands in target customers' minds?
High brand equity provides a company with many competitive advantages
Which of the following is true with regard to brand equity?
Products include services, events, persons, places, organizations, ideas, or a mixture of these.
Which of the following is true with regard to products?
Services are a form of product that consists of activities, benefits, or satisfactions offered for sale.
Which of the following is true with regard to services?
Store brands are created and owned by resellers of a product or service.
Which of the following is true with regard to store brands?
a taxi ride
Which of the following product offerings is intangible?
How would customers use and benefit from the product?
Which of the following questions is most important for product designers to consider while developing a product?
megabrand strategies
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?
specialty
Which type of product does Marks manufacture?
brand experiences
While advertising campaigns can help create name recognition, brand knowledge, and perhaps even some brand preference, brands are not maintained by advertising but by ________.
true
Within a given hotel reputed for its superior service, one registration-desk employee may be cheerful and efficient, whereas another may be irritable and slow. This exemplifies service variability
Price and service
_______ are the major marketing factors in the sale of most manufactured materials and parts.
Industrial products
_______ are those products purchased for further processing or for use in conducting a business.
Services
________ 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.
Convenience products
________ are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.
Organization marketing
________ consists of activities undertaken to create, maintain, or change the attitudes and behaviors of target consumers toward an organization.
Good design
________ contribute(s) to a product's usefulness as well as to its looks.
Place marketing
________ involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, or regions.
Product line filling
________ involves adding more items within the present range of the product line.
Packaging
________ involves designing and producing the container or wrapper for a product
A brand extension
________ involves the use of a successful brand name for new or modified products in a new category.
Total quality management
________ is an approach in which all the company's people are involved in constantly improving the quality of products, services, and business processes.
Brand equity
________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.
Interactive marketing
________ means that service quality depends on the quality of buyer-seller interaction during the service encounter.
Service intangibility
________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.
Service perishability
________ means that services cannot be stored for later sale or use.
Service variability
________ means that the quality of services depends on who provides them as well as when, where, and how they are provided.
Line extension
________ 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
Product line stretching
________ occurs when a company lengthens its product line beyond its current range
Co-branding
________ occurs when two established brand names of different companies are used on the same product.
Conformance quality
________ refers to freedom from defects and consistency in delivering a targeted level of performance.
Brand relevance
________ refers to how consumers feel if a brand meets their needs.
Product quality
________ refers to the characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs.
Brands
________ represent(s) consumers' perceptions and feelings about a product and its performance.
A company that uses well-known celebrities to help sell its products is using ________.
person marketing
