CHAPTER 7 - QUIZ

Which type of consumer products and services are purchase less frequently, with consumers carefully comparing competing products in terms of suitability, quality, price and style?

Shopping products

__________ is the differential effect that knowing the brand-name has on customer response to the product and its marketing.

brand equity

Product mix width refers to _________.

the number of different product lines the company carries

Buyers look for signals of service quality, drawing conclusions about quality from the place, people, price, equipment, and communications that they can see to address the issue of service ___________.

Intangibility

Kroger, headquartered in Cincinnati, Ohio, is one of the nation's largest grocery chains. Owns several brands sold in its stores, including private selection, heritage farm, and simple. These brands represent which type of brand sponsorship?

Private brands

Which of the following correctly defines a product?

A product is anything offered to a market that might satisfy a need or want.

Which of the following incorporates the advantage of brand operating in different categories with the combined brands creating broader consumer appeal and greater brand equity?

Co-branding

Which of the following is considered part of an augmented product rather than that of an actual product or core customer value?

Warranty

Adding a new product line to an existing portfolio means that the line has

increased product mix width

Groups of ______ products consist of materials and parts, capital items, and supplies and services.

industrial

Which of the following statements regarding packaging is correct?

innovative packaging can give a company an advantage over competitors and boost sales.

________ marketing means that service quality depends heavily on the quality of the buyer, seller and direction during the service encounter.

interactive

A service firm must orient and motivate its customer, contact employees and supporting service people to work as a team to provide customer satisfaction. This process is known as_____.

internal marketing

Which link in the service profit chain invokes employee selection and training?

internal service quality