Buad 332 Exam 2 Chapter 7

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The strongest brands are positioned on​ ______.

beliefs and values

Firms have four brand development choices. These are​ _____________.

line​ extensions, brand​ extensions, multibrands, and new brands

Good service companies understand the service profit​ chain, which links​ ________.

service firm profits with employee and customer satisfaction

Services are characterized by four key​ aspects: ______________________.

services are​ intangible, inseparable,​ variable, and perishable

Charles Revson of Revlon once​ said, "In the factory we make​ cosmetics; in the store we sell​ hope." Which product level is Revson referring​ to?

Core customer value

Service providers often face price competition. As a solution to​ this, service providers can further differentiate themselves based on which three​ characteristics?

The service​ offer, delivery, and image

A​ brand's positioning must be continuously communicated to consumers. Although advertising can​ help, brands are maintained not by​ advertising, but by​ customers' ________.

brand engagement and brand experiences

The totality of a​ company's product lines and items offered to customers is known as its​ _________________.

product mix

Companies must make important decisions about their individual products and services. Individual product decisions involve​ ________________, and product support services.

product​ attributes, branding,​ packaging, labeling

In building​ brands, companies need to make decisions about four key powerful​ areas: ________________________________.

brand​ positioning, brand name​ selection, brand​ sponsorship, and brand development

The distinction between a consumer product and an industrial product is based on the​ ________ for which the product is purchased.

purpose

Which of the following correctly describes the classifications into which products and services​ fall?

Consumer products and industrial products

When a company lengthens a product line by adding more items within that​ line's current​ range, the company is​ ________.

filling the line

Which of the following correctly identifies the levels for which marketers make product and service​ decisions?

individual​ product, product​ line, and product mix decisions

Which of the following terms correctly describes the positive differential effect that knowing the brand name has on customer response to the product or the​ service?

brand equity

Broadly​ defined, a product is anything that can be offered to a market for​ ___________, or consumption that might satisfy a want or need. Products include not only physical​ objects, but also​ services, events,​ persons, places,​ organizations, ideas, or mixtures of these entities.

​attention, acquisition, use

Consumer products are products and services bought by final consumers for personal consumption. Consumer product classifications include​ _______________, and unsought products.

​convenience, shopping, specialty

Services are characterized by four key​ aspects, with each posing problems and marketing requirements. The four key aspects are​ ________________________.

​intangible, inseparable,​ variable, and perishable

The number of product lines a company manages is the product mix​ ______. The total number of items a company carries within its product line is the product mix​ _____.

​width; length

When a company builds a​ brand, it needs to make important decisions regarding the brand. Of the​ following, which is NOT one of those​ decisions?

Brand licensing opportunities

Which of the following is the correct definition of a​ product?

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

Marketers must make important decisions when developing individual products and services. Which of the following correctly identifies those important​ decisions?

Product​ attributes, branding,​ packaging, labeling, and product support services

Services marketing strategy calls not only for external​ marketing, but also for internal marketing to motivate​ ________ and interactive marketing to create service delivery skills among​ ________.

customer support​ staff; service providers

When marketers create services marketing​ strategy, they understand they must execute on external marketing but also develop​ _______________________________.

internal strategies to motivate employees and interactive marketing to create service delivery skills among service providers


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